Volume 22, Issue 64 (3-2022)                   jgs 2022, 22(64): 269-289 | Back to browse issues page


XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Shirimohamadi Y, Shamaei A, Jalalian S E, Rafiee F. (2022). Analysis of the personality traits of urban tourism brand on visiting intention through perceived consistency (studied in Tehran). jgs. 22(64), 269-289. doi:10.52547/jgs.22.64.269
URL: http://jgs.khu.ac.ir/article-1-3349-en.html
1- Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran, , Department of Business Administration, Payame Noor University, PO Box 4697-19394, Tehran, Iran (Corresponding Author , yazdan.shirmohammadi@gmail
2- Associate Professor of geography and urban planning, kharazmi University,tehran,itan, Department of Geography and Urban Planning, Kharazmi University, Tehran, Iran
3- Assistant Professor, Department of Geography and Urban Planning, payam noor university, , Department of Geography and Urban Planning
4- Master of Business Administration, Department of Business Administration, Payame Noor University, Tehran, Iran
Abstract:   (5701 Views)
It is important to examine the effect of the tourist personality on the choice of tourist destination. In the meantime, using Hofstede's cultural model in analyzing the effect of tourist personality dimensions on the intention to visit through the perceived homogeneity variable greatly helps to understand this issue. In this research, the effects of femininity, masculinity, ambiguity, avoidance of individualism and collectivism on the intention to visit have been analyzed. This research is applied in terms of purpose and methodological in addition to descriptive and survey research. In this regard, 384 questionnaires were distributed among tourists from German, Japanese, French, Arab (Iraqi), Italian, Austrian, Chinese nationalities residing in five star hotels in Tehran. Structural equation index was used for data analysis. The results show that tourists prefer brands that match their perception of the destination brand. The findings of the study indicate that the personality dimensions of the tourist intent through the popularity of tourism destinations and the image of tourist destinations influence on the perceived homogeneity of the urban tourism brand and the masculinity of the tourism city brand; Perceived homogeneity of urban tourism brand is effective and femininity of tourism city brand does not affect perceived homogeneity of urban tourism brand. The results of this study indicate that Tehran has a masculine brand and people are selected to be masculine and to be collectivist and ambiguous. In fact, the results of the study showed that in selecting tourism markets for Tehran, one should look for tourism markets that are characteristic of the Hofstede model in terms of masculinity, ambiguity and collectivism, as well as the development of tourism spaces for women.
Full-Text [PDF 1155 kb]   (1109 Downloads)    
Type of Study: Research | Subject: turism planing

Add your comments about this article : Your username or Email:
CAPTCHA

Send email to the article author


Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons — Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)