نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشگاه اصفهان
2 دانشجوی دکترا دانشگاه اصفهان
3 پژوهشگر پژوهشکده علوم جغرافیایی و برنامه ریزی فضایی دانشگاه اصفهان
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Purpose: Given the increasing competition among health tourism destinations at both global and national levels, identifying and managing the factors that influence the image and reputation of these destinations' brands has become a critical issue. This research aims to design a model of factors affecting the indicators of the health tourism destination brand of Kerman City.
Research Method: This study is descriptive-analytical in nature and falls under applied research. Data collection methods included library research and surveying (questionnaires). The data collection approach was determined to be interactive and expert-oriented. Data analysis was designed using a mixed-methods (quantitative-qualitative) approach, with the geographical scope of the research being Kerman City. The sample from the statistical population consisted of approximately 50 experts, specialists, professionals, and faculty members, selected through snowball sampling. Data were collected using Instant Delphi, and Smart PLS 3 was used for data analysis.
Results: The results indicate that at a 95% confidence level, based on the path coefficient (Beta), the construct of Perceived Value of the Health Tourism Destination had the greatest impact on loyalty to the health tourism destination brand of Kerman City (β = 0.643). This was followed by the Health Tourism Destination Brand Image construct, which had a positive impact (β = 0.484) on loyalty to the brand. The least impact belonged to the Health Tourism Destination Brand Awareness construct (β = 0.322) on loyalty. Furthermore, according to the evaluation of the indices (SRMR, NFI, and RMS Theta), it can be claimed that the research model enjoys appropriate overall fit and is confirmable.
کلیدواژهها [English]
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