评价目的地品牌体验对游客行为意愿的影响

Q3 Business, Management and Accounting Enlightening Tourism Pub Date : 2019-12-19 DOI:10.33776/ET.V9I2.3620

Ramjit Singh, Nasiba Mehraj

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引用次数: 2

摘要

本研究的主要目的是研究目的地品牌体验对游客行为意愿的影响。该研究的样本地区包括印度克什米尔山谷的四个主要旅游目的地:Gulmarg, Pahalgam, Sonamarg和著名的林荫大道。为了进行抽样，我们采用了方便抽样的方法，总共得到了450个答复中的385个。运用SPSS 25.0对数据进行分析，研究目的地品牌体验对游客满意度和重游意愿的整体影响。基于这些发现，作者提出了几种策略，比如如何改善不同的体验。研究结果表明，游客对品牌目的地的感知是不同的。不同类型的体验导致旅游者取决于目的地。研究了品牌体验下的不同因素，显示了每个因素对游客满意度的影响，以及对游客未来意向的影响。

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EVALUATING THE INFLUENCE OF DESTINATION BRAND EXPERIENCE ON TOURIST BEHAVIORAL INTENTION

The main objective of this research was to study the impact of destination brand experience on tourist behavioral intention. Sample area of the study included four essential tourism destinations of the Kashmir valley, India viz: Gulmarg, Pahalgam, Sonamarg and the famous Boulevard Road. The convenient sampling method was applied for sampling purposes and total responses obtained were 385 out of 450. SPSS 25.0 has been used to analyze data and study the overall impact of the destination brand experience on tourist's satisfaction and revisit intention. Several strategies are suggested that are based on the findings, like how to improve the different experiences. The results of the study demonstrate that tourists perceive a branded destination differently. The different kinds of experiences lead tourists dependent on destination. The different factors under brand experience that have been studied show how each factor contributes to tourists satisfaction and leads to their intentions in the future.

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