نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و فرهنگ
2 دانشیار‌دانشکده‌علوم‌گردشگری،دانشگاه‌علم‌و‌فرهنگ
3 هیئت علمی دانشگاه علم و فرهنگ، دانشکده گردشگری
4 دانشکده علوم گردشگری،دانشگاه علم وفرهنگ
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
One of the important issues in the field of eco-tourism accommodation is to provide a good branding model in it. This model expresses the influencing factors, relationships, age and position of each factor in the ecotourism system. Therefore, an attempt was made to design a suitable model of branding in ecotourism residences in Golestan province. In this research, considering concepts such as sustainable development, destination attractions, ecotourism and tourist knowledge, brand identity and mentality, it presents a model for branding ecotourism accommodations in Golestan province. In this model, the sustainable development of ecotourism and its attractions are identified as the competitive advantages of ecotourism accommodations and the key factors affecting branding are determined. The research method is a quantitative method. The statistical population of the research was tourists and owners of eco-tourism accommodation in Golestan province, for sampling, 384 tourists and 90 business owners were selected using Cochran's formula by simple random method. The research tool included a researcher-made questionnaire. Data analysis has been done through structural model testing using SmartPLS software. Among the dimensions of branding for both groups of tourists and business owners, socio-cultural, ecological, economic, institutional and branding dimensions have been in an unfavorable situation. The results of structural equations showed that the ideal model in both groups of tourists and business owners has socio-cultural, economic, ecological and institutional dimensions, and the mentioned dimensions have the ability to measure branding in ecotourism accommodations.
کلیدواژه‌ها [English]
)