INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY | Year:2020 | دوره:1 |Papers Count:4

The special value of the health tourism brand is the set of assets (or liabilities) of the brand in relation to the name and symbol of the tourism destination, which causes changes in the value of services and experiences that are determined there. Considering the characteristics and cultural, social and economic capacities of Iran's tourism destinations, in this research, a model for brand equity in health tourism has been tried, taken from the Acker model, which has been obtained according to Iran's conditions and studies. to be presented. Research method: In this research, first, the meta-combination method of previous researches in this regard has been carefully studied. Then the mixture is applied, which includes a qualitative and quantitative method. First, the data analysis was performed with the foundation data theory and with MAXQDA18 software and then using the structural equation method and with SMArtPLS software. The statistical population of this research for the qualitative part of the experts includes professors of marketing and health tourism specialists, and in the quantitative part of foreign users of health tourism services in Iran. Discussion and Conclusion: The results showed that the hospital brand equity is directly affected by brand awareness, brand association, perceived quality, brand loyalty, social responsibility, company value, customer value. As a result, at the national level, investing in this sector and branding and paying attention to the special value of the health tourism brand can make Iran one of the best health tourism destinations in the world.

The impact of the corona virus is changing every day as the number of cases and mortality continues to rise and governments and companies around the world are taking steps to eradicate the disease. Corona virus is a major challenge for the hotel industry and retaining customers and generating revenue. Because it affects both the data and the ability to predict the future. Therefore, hotels must strive to maintain the loyalty of their customers. Based on the basic tenets of theories of justice, the Fairness Perception Scale has been developed for reward programs. This scale includes two sub-categories: value-based fairness and relationshipbased fairness; Which corresponds to distributive and interactive justice. The present study seeks to establish brand loyalty through reward systems with a mediating role of brand commitment in 5 star international hotels in Shiraz. The research method was descriptive survey. The research questionnaire was distributed among 385 people from the statistical population who are all customers of 5-star international hotels in Shiraz. The standard questionnaire of Huang et al. (2019) was used to measure the research variables. The reliability of the questionnaire is 0. 901. To answer the questions and test the research hypotheses with Smart-PLS software, the method of structural equation analysis and path analysis using partial least squares (PLS) method was used. The results showed that value-based fairness has a significant effect on brand commitment and brand loyalty of 5-star international hotels in Shiraz. The results confirm the significant effect of fairness based on relationship on brand attachment and brand loyalty to 5 star international hotels in Shiraz. The results also show that brand attachment has a significant effect on brand loyalty to 5 star international hotels in Shiraz.

The role of employees in creating customer experience in the service industry is very important. The customer experience gained from the brand is influenced by the type of interactions and relationships with employees. Therefore, the level at which employees interact with the customer and whether they exhibit behaviors beyond their duties is a key concept in determining a brand's success in creating a lasting experience. The purpose of this study is to investigate the effect of brand leadership and internal branding on brand citizenship behavior with the mediating role of brand knowledge in the Pars Hotel Group. The research method is descriptive in terms of purpose, and is application in nature. The statistical population of the study is the employees of Pars Hotel Group, 247 of whom were selected using stratified sampling method. Data collection tool was a questionnaire and structural equation technique, Sobel test and subgroup correlation analysis were used to analyze the data. The results showed that internal branding and brand leadership through brand knowledge have a positive effect on brand citizenship behavior. The results also showed that employees with lower work experience were more likely to increase their brand knowledge.

The health tourism industry market is recognized as one of the most profitable and competitive industries in the world. Using marketing techniques such as positive imaging of health tourism destinations can be a powerful tool in attracting users of health tourism services. The presence of satisfied citizens who create a stable identity for the city and strongly defend the city's brand can guarantee the success of branding programs. The purpose of this study is to identify factors effect on the satisfaction or dissatisfaction of citizens about development of health tourism in their city and offer suggestions to increase this satisfaction and align the interests of citizens as stakeholders in this industry using conventional content analysis and interviews with citizens of Mashhad in 2019 As one of the cities receiving health tourists in Iran. The results of the analysis of interview data revealed three main themes include health concerns, economic concerns, and security concerns.