Siamak KAZEMZADEH, Hamed GANJİZADEH MORADLOU

Çevrimiçi ve çevrimdışı pazarlama yoluyla marka değerinin geliştirilmesi: Tahran otellerinde bir araştırma

Bu çalışma, çevrimiçi pazarlama (bilgi alma ve rezervasyon dahil olmak üzere satın alma sürecinde) ve çevrimdışı deneyimsel pazarlama (konaklama sırasında) ile otelin marka değeri arasındaki ilişkiyi ölçmeyi amaçlamaktadır. Buna ek olarak, bu çalışma, çevrimiçi otel deneyimi ile sonraki otel deneyimi arasında çevrimdışı modda anlamlı bir ilişki olup olmadığını belirlemeye çalışmaktadır. Bu amaçla Tahran'da bulunan 4 yıldızlı otellerin turistleri arasından rastgele 384 kişi (sınırsız) seçilmiştir. Veri toplama için ana araç bir ankettir ve modeli ve araştırma hipotezlerini çıkarımsal düzeyde değerlendirmek için yol analizi yöntemi ve yapısal eşitlik modellemesi kullanılmıştır. Yukarıdaki testleri analiz etmek ve kullanmak için SPSS 25 ve PLS 3 yazılımı kullanılmıştır. Araştırma bulguları, otel müşterilerinin çevrimdışı deneyimsel pazarlamasının otel markasının özel değeri üzerinde önemli bir etkiye sahip olduğunu ve ayrıca otel turistlerinin çevrimiçi pazarlamasının sadece otel markasının özel değeri üzerinde değil, aynı zamanda çevrimdışı deneyimsel değer üzerinde de önemli bir etkiye sahip olduğunu göstermiştir.

Anahtar Kelimeler:

Çevrimiçi Pazarlama, Çevrimdışı Pazarlama, Marka Değeri, Tahran’daki Dört Yıldızlı Oteller

Developing brand equity through online and offline marketing: an investigation in hotels of Tehran

This study aims to measure the relationship between online marketing (during the buying process, including information retrieval and reservation) and offline experiential marketing (during the stay) with equity at the hotel. In addition, this study attempts to determine whether there is a significant relationship between online hotel experience and subsequent hotel experience in offline mode. For this purpose, 384 people have randomly been selected among the customers of 4-star hotels in Tehran (unlimited). The main tool for data collection is a questionnaire and, to evaluate the model and research hypotheses at the inferential level, the method of path analysis and structural equation modeling has been used. The SPSS 25 and PLS 3 software were used to analyze and use the above tests. The research findings showed that offline experiential marketing of hotel customers has a significant effect on the special value of the hotel branding and also online marketing of hotel customers not only has a significant effect on the special value of the hotel branding but also on offline experiential marketing of customers.

Keywords:

Online Marketing, Offline Marketing, Brand Equity, Four-Star Hotels In Tehran,

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