تاثیر الگوی بازاریابی چندحسی بر تبلیغات شفاهی با تجربه حسی برند و اشتیاق به برند

نوع مقاله : پژوهشی

نویسندگان

1 استادیار، دانشگاه فردوسی مشهد، مشهد، ایران

2 دانشجوی دکتری، دانشگاه گیلان، رشت، ایران

3 دانش آموخته کارشناسی ارشد، دانشگاه فردوسی مشهد، مشهد، ایران

چکیده

گردشگران در سفرهای خود علاوه بر بازدید از مکان­‌های دیدنی شهر، با اقامت در هتل مناسب می­‌خواهند از سفر خود لذت ببرند و هتل­‌ها نیز، به دنبال ارائه خدمات رضایت­‌بخش به گردشگران هستند تا بتوانند در جهت ترغیب گردشگران به بازدید مجدد و تبلیغات شفاهی مثبت آنها به دیگران گام بردارند. از این‌رو انجام پژوهشی در جهت ارائه راهکارهای صحیح به مدیران هتل­‌ها در این جهت ضرورت دارد. بنابراین هدف پژوهش، شناخت تاثیر الگوی بازاریابی چندحسی بر تبلیغات شفاهی در کسب‌و‌کار گردشگری می­‌باشد که از طریق متغیرهای تجربه حسی برند و اشتیاق به برند مورد بررسی قرار گرفته است. این پژوهش به لحاظ هدف، کاربردی و روش انجام کار، پیمایشی است. جامعه ­آماری آن، گردشگران مقیم در 17 هتل، شامل هتل‌­های چهار و پنج ستاره شهر مشهد می‌­باشند. جمع‌­آوری داده­‌ها از طریق پرسشنامه استاندارد صورت گرفت و بر اساس فرمول کوکران، حداقل حجم نمونه برای جوامع نامعلوم 384 نفر تخمین زده شده است که در نهایت در این پژوهش، 387 پرسشنامه به طور غیرتصادفی در دسترس جمع­‌آوری و مورد تجزیه و تحلیل قرارگرفت. برای تجزیه و تحلیل داده­‌ها از روش مدلسازی معادلات ساختاری و نرم‌­افزارهای SPSS  نسخه 19و AMOS  نسخه 18، استفاده گردید. یافته‌­ها حاکی از تأیید تمام فرضیه‌های پژوهش است. نتایج نشان می­‌دهد، تاثیر الگوی بازاریابی چندحسی بر تجربه حسی برند، اشتیاق به برند و تبلیغات شفاهی مثبت و معنادار است و همچنین تجربه ­حسی برند و اشتیاق به برند بر تبلیغات شفاهی تاثیر مثبت و معناداری دارند.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of multisensory marketing model on word of mouth with a brand sensory experience and brand love

نویسندگان [English]

  • Rohollah Bagheri 1
  • Ghasem Eslami 1
  • Farshad Ghaderi 2
  • Zinat Parsaei 3
1 Assistant Professor, Ferdowsi University of Mashhad, Mashhad, Iran
2 PhD student, Guilan University. Rasht, Iran
3 MS Graduated, Ferdowsi University of Mashhad, Mashhad, Iran
چکیده [English]

Introduction: Tourists in their trips, in addition to visiting the city's sights, want to enjoy their trip by staying in a suitable hotel, and hotels also seek to provide satisfactory services to tourists, so that they can take steps to encourage tourists to visit again and promote their positive word of mouth to others. Therefore, it is necessary to conduct a research in order to provide the correct solutions to hotel managers in this direction. Therefore, the aim of the current research is the effect of multisensory marketing model on word of mouth in tourism business has been investigated through mediating variables of brand sensory experience and brand love.
Methodology: This research in terms of purpose, application and method of doing work, it is a survey. Its statistical population includes tourists staying in 17 hotels, including four and five star hotels in Mashhad. Data collection was done through a standard questionnaire and based on Cochran's formula, the minimum sample size for unknown communities is estimated to be 384 people, which in the end, in this research 387 questionnaires were collected convenience non-randomly and analyzed. Structural equation modeling method and (SPSS v.19) and (AMOS v.18) software were used for data analysis. The findings indicate the confirmation of all research hypotheses. The results show that the effect of multi-sensory marketing model on brand sensory experience, brand love and word of mouth is positive and significant, and also brand sensory experience and brand love have a positive and significant effect on word of mouth.
This research is applied in terms of purpose and due to the fact that in this research, a questionnaire is used, so this research is a survey in terms of method. Standard measures of previous studies were used to measure the variables. The construct and content validity of the questionnaire was confirmed by reviewing the opinions of management experts. The multisensory marketing model variable with 25 questions and the brand sensory experience variable with 3 questions were measured from the study of Wiedmann et al. (2018), the brand love with 10
questions and the WOM with 3 questions were measured from the study of Carrol and Ahuvia (2006). The validity of the questionnaire constructs was also evaluated using factor analysis technique. The statistical population is all tourists living in four and five star hotels in Mashhad. The non-random sampling method available and the number of samples using the Cochran's formula for an infinite population, the minimum sample size of 384 people was determined (standard deviation of the sample was 0.5 and the error value was 0.05). Therefore, about 400 questionnaires were distributed in 4- and 5-star hotels, Including hotels Qasr Talaee, Darvishi, Almas 2, Qasr International Hotel, Pardisan, Homa 1, Sinoor, Pars, Madinah Al Reza, Homa 2, Parsis, Almas 1, Almas Novin, Javad Hotel, Mino, Sarina and Ferdows Mashhad, and finally 387 questionnaires were collected and analyzed. In order to analyze the data, various statistical analysis methods such as Pearson correlation analysis were used to calculate zero-order correlation coefficients and structural equation modeling was used to examine the fit of the structural equation model with the collected data. The analysis was performed using (SPSS v.19) and (AMOS v.18) software.
Results and Discussion: According to the obtained results, it can be said that multisensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest, its brand love and acts as an effective variable for word of mouth. In this study, special attention has been paid to the industry of 4- and 5-star hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. Also, a hotel in terms of smell, hearing, sight, taste and touch can strengthen a positive feeling and, following the experiential logic, creates a special value for the individual and, in particular, a brand image. Therefore, the findings show that in the tourism business, through the five senses, it is possible to create an experience in people that induces a positive or negative feeling, and based on this feeling, a person decides to choose or not to choose his place of residence.
Conclusion: In this study, six hypotheses were developed that were confirmed. The first, second, and third hypotheses of multisensory marketing model on brand sensory experience, brand love, and wom are confirmed. In the fourth and fifth hypotheses, the effect of brand sensory experience on brand love and word of mouth was confirmed. Finally, in the sixth hypothesis test, the effect of brand love on word of mouth was confirmed. In fact, in multisensory marketing model, multisensory marketing model can enhance word-of-mouth through brand experience and brand love. According to the obtained results, it can be said that multi-sensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest its brand love. It works effectively for word of mouth. In this study, special attention has been paid to the industry of hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. It is recommended in detail to the managers active in the tourism industry, to implement a multisensory marketing model concept, they must constantly stimulate each of the senses of the hotel guests during their stay so that they can leave a lasting sensory experience of their brand on people who lead to brand love so the guests that they can contribute to the prosperity of their hotel through their word of mouth.

کلیدواژه‌ها [English]

  • Multisensory marketing model
  • Brand sensory experience
  • Brand love
  • Word of mouth
  • Tourism

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فصلنامه مطالعات مدیریت راهبردی
دوره 14، شماره 53
فروردین 1402
صفحه 313-332

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  • تاریخ دریافت: 25 تیر 1401
  • تاریخ بازنگری: 05 مهر 1401
  • تاریخ پذیرش: 15 آبان 1401

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