Mahrokh Makhsoos; Naderehosadat Najafizadeh; Habibollah Javanmard
Abstract
Understanding tourist behavior is a requirement for marketing planning for the supply of goods and services to satisfy tourists. Nowadays, many tourists decide to travel to any place by searching through internet explorers. The present study was conducted with the aim of analyzing the behavior of tourists ...
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Understanding tourist behavior is a requirement for marketing planning for the supply of goods and services to satisfy tourists. Nowadays, many tourists decide to travel to any place by searching through internet explorers. The present study was conducted with the aim of analyzing the behavior of tourists in Iran based on data mining (search rate on Google Trend). The research is applied and has been done with a causal descriptive method. The method of collecting data is by searching keywords on Google. . To collect the keywords needed for the research, we had to turn to the experts and authorities on the field as well as the relevant scientific articles. The process of data collection is that a series of key words in tourism were selected and accordingly, it was determined how much people used these words in different places in Iran. Correlation matrix (covariance) model has been used for data analysis. In this research, the structural information of these keywords was obtained and edited based on the keywords related to tourism extracted from Google Trend by time series and with the help of Pearson correlation matrix. Nine keywords were selected for search, including hotel, entertainment, pilgrimage, tourism, nature, places of interest, archeology, travel and travel tour. The keywords are not searched at random, but they are related and correlated and stem from a structural thinking. The results of the data analysis have shown the type and intensity of connections between the words that had a communication structure. It was also found that the words pilgrimage, recreation, and archeology have less connection with other words.
Niloufar Hadianfar
Abstract
Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism has been greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process ...
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Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism has been greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process among tourists and provide them with customized and personalized offers. These activities can ultimately lead to enhanced destination brand equity.Purpose: The present study attempts to investigate the impact of social media marketing on consumer-based brand equity components for tourism destinations.Method: The sample of the study totaled 149 visitors from Isfahan. Online questionnaires and convenience sampling methods were used to collect data research. The research hypotheses were tested using smart PLS software.Results: The results showed that there is a statistically positive and significant impact of social media marketing on destination brand awareness, destination brand image, destination brand quality, and destination brand loyalty.Conclusion: As the results show, social media marketing is an effective marketing tool to improve tourism marketing that in turn can enhance destination brand equity. These results are beneficial for tourism destination marketers and managers. Social media marketing as a prominent marketing tool can strengthen destination brand equity and potentially influence tourists’ behavior
