The Impact of Brand of Tourism Festivals on the Sense of Tourism Destination Place

Document Type : case study

Authors

Yazdan Shirmohammadi ¹

Hassan Hekmatnia ²

Esmaeil NasiriHendehkhaleh ²

Afsaneh Kashani ³

¹ Associate Professor in Business Management, Payame Noor University, Tehran, Iran

² Associate Professor in Geography and Urban Planning, Payame Noor University, Tehran, Iran

³ MA in Tourism Management, PayamNour University, Tehran, Iran

https://doi.org/10.22067/jgrd.2022.75016.1111

Abstract

Nowadays, holding diverse festivals and events is a significant way of attracting tourists. Events are among the most exciting and fast-growing industries, dealing with leisure, trade, and tourism. Focusing on the variable knowing the brand of tourism festivals, perceived quality, and the image of the brand of JashnvarehGolabgiriKashan (Rosewater-making Festival of Kashan), the study endeavored to explore the impact of the reputation of a brand on the sense of destination place. Kashan has many potentials for attracting tourists as it is close to the major populated cities of Iran. The statistical population of the applied survey was all domestic and foreign tourists visiting the Rosewater-making Festival of Kashan. The participant were selected using purposive sampling. The results of testing the hypotheses showed that the components of the reputation of a brand have positive significant relationship with the perceived quality and the image of the brand of Kashan city.The results showed as well that knowing about the brand of roe-water making festival of Kashan impact significantly and positively the awareness of the event, and that in turn, shows that knowing about a festival may approve the relationship and communication with tourists. If a brand is introduced appropriately, it can make the festival successful and make participants more satisfied. The study showed that the variable “trustability of Rose-water making Festival of Kashan” impacts significantly and positively the awareness of the festival. 
 

Keywords

Festival

Tourism

Brand

Event

City

20.1001.1.20081391.1401.20.1.9.3

---

References

1. جعفری، و.، نجارزاده، م.، و کیانی فیض‌آبادی، ز. (1396). بررسی عوامل مؤثر بر ارزش ویژة برند مقصد گردشگری (مورد مطالعه: شهرستان سوادکوه). مجلة برنامه‌ریزی و توسعة گردشگری، 6(20)، 93-75.
2. شیرمحمدی، ی.، جلالیان، ا.، هاشمی باغی، ز.، و ترکاشوند، س (1398). بررسی تأثیر رویدادهای فرهنگی بر تصویر شناختی و عاطفی مقصد گردشگری (مورد مطالعه: شهر کرج). برنامه‌ریزی و توسعة گردشگری، 31(8)، 147-167.
3. شیرمحمدی، ی.، و عابدی، ف. (1398). بررسی تاثیر تبلیغات بر تمایلات رفتاری گردشگران در شبکه‌های اجتماعی. مطالعات توسعة اجتماعی ایران، 2(11)، 99-119.
4. طباطبایی نسب، س. م.، و ماه آورپور، ف. (1396). مدل‌سازی ساختاری عوامل مؤثر بر شهرت مقصد گردشگری و تأثیر آن بر ارزش ویژۀ برند مقصد (مطالعة موردی: شهر اصفهان). گردشگری شهری، 4(1)، 68-71.
5. غفاری، م.، کنجکاو منفرد، ا.، و عسگرنژاد نوری، ب. (1398). واکاوی نقش تصویر ذهنی گردشگران از برند بر شهرت مقصد گردشگری (مطالعة موردی: شهر یزد). نشریة گردشگری شهری، 6(2)، 45-59.
6. میرزائی، ر.، نصیری، ح.، و میرا، س. ا. (1394). از انگیزة گردشگران اروپایی تا انتخاب مقصد (مورد مطالعه: ایران). فصل­نامة علمی پژوهشی مدیریت بازرگانی، 7(4)، 921-940.

 

7. Ahmed, S., & Latif, W. B. (2018). measuring customer-based brand equity and brand competitiveness: An empirical study of minister brand in Bangladesh. Journal of International Business and Management, 1(3), 1-14.
8. Arbatani, T. R., Norouzi, E., Omidi, A., & Valero-Pastor, J. M. (2019). Competitive strategies of mobile applications in online taxi services: the cases of Snapp and Tap30 in Iran. International Journal of Emerging Markets, 16(1), 113-130.
9. Buil, I., & Martı´nez, E. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62–74.
10. Chang, J. (2006). Segmenting tourists to aboriginal cultural festivals: An example in the Rukai tribal area, Taiwan. Tourism Management, 27(6), 1224-1234.
11. Chen, Q., Huang, R., & Zhang, A. (2020). A bite of nostalgia: The influence of nostalgia in consumers’ loyalty intentions at traditional restaurants. Journal of Hospitality and Tourism Management, 45, 604-614.
12. Chi, H. K., Huang, K. C., & Nguyen, H. M. (2020). Elements of destination brand equity and destination familiarity regarding travel intention. Journal of Retailing and Consumer Services, 52(3), 101728.
13. Chi, T. (2018). Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach. Journal of Retailing and Consumer Services, 44, 274-284.
14. Cowan, K., & Guzman, F. (2020). How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study. Journal of Business Research, 117, 683-693.
15. De Leaniz, P. M. G., & del Bosque Rodríguez, I. R. (2016). Corporate image and reputation as drivers of customer loyalty. Corporate Reputation Review, 19(2), 166-178.
16. Du, B., Zhou, W., Liu, C., Cui, Y., & Xiong, H. (2019). Transit pattern detection using tensor factorization. INFORMS Journal on Computing, 31(2), 193-206.
17. Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285.
18. Fowler, K., & Thomas, V. (2015). A content analysis of male roles in television advertising: Do traditional roles still hold? Journal of Marketing Communications, 21(5), 356-371.
19. Fu, X. (2019). Existential authenticity and destination loyalty: Evidence from heritage tourists. Journal of Destination Marketing & Management, 12, 84-94.
20. Getz, D. (2010). The nature and scope of festival Event Management Research, 5(1), 1-47.
21. Godsey, J. A., Hayes, T., Schertzer, C., & Kallmeyer, R. (2018). Development and testing of three unique scales measuring the brand image of nursing. International Journal of Pharmaceutical and Healthcare Marketing, 12(1), 2-14.
22. Han, H., Yu, J., Lee, K. S., & Baek, H. (2020). Impact of corporate social responsibilities on customer responses and brand choices. Journal of Travel & Tourism Marketing, 37(3), 302-316.
23. Higgins-Desbiolles, F. (2018). Event tourism and event imposition: A critical case study from Kangaroo Island, South Australia. Tourism Management, 64, 73-86.
24. Hoa, N. T. L., & Thao, H. T. P. (2017). The impact of store personality on store loyalty: A study of specialty store chains in Vietnam. Journal of Economic Development, 24(1), 119-134.
25. Inegbedion, H., & Obadiaru, E. (2019). Modelling brand loyalty in the Nigerian telecommunications industry. Journal of Strategic Marketing, 27(7), 583-598.
26. Jeong, Y., & Kim, S. (2019). Exploring a suitable model of destination image: The case of a small-scale recurring sporting event. Asia Pacific Journal of Marketing and Logistics, 31(1), 1287–1307.
27. Kim, M. S., Shin, D. J., & Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management, 30(7), 2603-2621.
28. Lee, J. E., Hur, S., & Watkins, B. (2018). Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity. Journal of Brand Management, 25(5), 449-462.
29. Lee, J. W., Cavanaugh, T., & Alessandri, S. (2019). The design science behind university logos: Hidden factors behind your icon. Journal of Contemporary Athletics, 13(2), 67-84.
30. Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507.
31. Rojas-Méndez, J. I., Davies, G., Jamsawang, J., Sandoval Duque, J. L., & Pipoli, G. M. (2019). Explaining the mixed outcomes from hosting major sporting events in promoting tourism. Tourism Management, 74, 300-309.
32. Shams, G., Rehman, M. A., Samad, S., & Rather, R. A. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Services Marketing, 25(1), 25-34.
33. Shehab, E., & Som, A. P. M. (2020). The effect of image and behavioral variables on tourist loyalty in Jerusalem, Palestine. International Journal of Asian Social Science, 10(8), 396-406.
34. Shirmohammadi, Y., & Abyaran, P. (2020). Brand image of mystical spiritual tours and tourists’ satisfaction and quality of life. International Journal of Tourism, Culture & Spirituality, 4(2), 165-195.
35. Shirmohammadi, Y., & Hashemi Baghi, Z. (2021). The effect of literary tourism on increasing re-visits to tourism destinations through spirituality and authenticity. International Journal of Tourism, Culture & Spirituality, 5(1), 13-36.
36. Song, C. M., & Jeon, H. Y. (2018). A semiotic study of regional branding reflected in the slogans of Korean regions. Social Semiotics, 28(2), 230-256.
37. Su, L., Huang, Y., & Hsu, M. (2018). Unraveling the impact of destination reputation on place attachment and behavior outcomes among Chinese urban tourist Journal of Hospitality and Tourism Insights, 1(4), 290-308.
38. Su, L., Lian, Q., & Huang, Y. (2019). How do tourists' attribution of destination social responsibility motives impact trust and intention to visit? The moderating role of destination reputation. Tourism Management, 77(2020), 1-13.
39. Suhaily, L., Darmoyo, S., Boentoro, S., & Anasthashia, E. (2020). The impact of green product innovation, green perceived quality to purchase intention moderated by lifestyle on stainless steel straw. International Journal of Applied Business and International Management, 5(2), 13-25.
40. Um, N. H., & Lee, W. N. (2015). Korean advertising practitioners’ perspectives on celebrity endorsement. Journal of Promotion Management, 21(1), 33-54.
41. Yu, C., Zhang, Z., Lin, C., & Wu, Y. J. (2020). Can data-driven precision marketing promote user AD clicks? Evidence from advertising in WeChat moments. Industrial Marketing Management, 90, 481-492.
42. Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers' perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197, 1498-1507.