تبیین راهبردهای جذابیت و برندسازی مکان در نمایشگاه‌ها

نوع مقاله: علمی - پژوهشی

نویسندگان

دانشگاه اصفهان

چکیده

     نمایشگاه­‌های بین­‌المللی مهم­ترین کانال­‌های معرفی کالاهای تولید­شده و انتقال تکنولوژی در دنیا است. این پژوهش با هدف استخراج ابعاد راهبردی جذابیت مقصد نمایشگاهی در نمایشگاه بین­المللی اصفهان به مرحله اجرا در آمده است. جامعه آماری این پژوهش را کلیه بازدیدکنندگان و غرفه‌­داران نمایشگاه بین­المللی اصفهان تشکیل می‌­دهند که مقیاس جذابیت مقصد نمایشگاهی در مورد آن­ها اجرا شد. در این پژوهش، برای پایایی از ضرایب آلفای کرونباخ و ضرایب پایایی ترکیبی و برای روایی از تحلیل عاملی اکتشافی و تاییدی استفاده شد. نتایج نشان داد که ضرایب آلفای کرونباخ برای مقیاس جذابیت مقصد نمایشگاهی برابر 91/0 و برای خرده مقیاس­‌های امکانات محل برگزاری، در دسترس­بودن، شهر/منطقه میزبان به ­عنوان منبع رقابتی برای غرفه­‌داران، محیط اقتصادی مقصد، رهبری شهر میزبان در صنعت موردنظر و محیط تفریحی مقصد به‌ترتیب 75/0، 85/0، 79/0، 82/0، 81/0، 78/0 بوده است. نتایج تحلیل ­عاملی تاییدی گویه‌­های مقیاس جذابیت مقصد نمایشگاهی نشان داد که این مقیاس سازه­ای مرتبه دوم است که از شش سازه مرتبه اول امکانات محل برگزاری، در دسترس ­بودن، شهر/منطقه میزبان به­ عنوان منبع رقابتی برای غرفه‌داران، محیط اقتصادی مقصد، رهبری شهر میزبان در صنعت موردنظر و محیط تفریحی مقصد تشکیل شده است.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying the Attractiveness and Place Branding Strategies in Exhibitions

نویسندگان [English]

  • Majid Mohammad Shafiee
  • Morteza Maddah
University of Isfahan
چکیده [English]

     International exhibitions are as one of the most important introducing channelsfor product and transfer of technology in the world. This study has identified the strategic aspects of exhibition destination attractiveness in Isfahan International Exhibition. Participants in this study include exhibitors and visitors. The scale of exhibition destination attractiveness was applied on them. In this paper, Cronbach's alpha and combined research were used for reliability, and exploratory and confirmatory factor analysis for validity. Results revealed that the Cronbach's alpha coefficient for scale of exhibition destination attractiveness was equal to 0.91. For subscales of facilities, availability, city / host region as a competitive source for exhibitors, economic environment, host city leadership in industry and leisure environment was calculated 0.75, 0.85, 0.79, 0.82, 0.81, and 0.78, respectively. The result of confirmatory factor showed that this scale is a second- order constituent made up of facilities, availability, and city / host region as a competitive source for exhibitors, economic environment, host city leadership in industry and leisure environment.

کلیدواژه‌ها [English]

  • Exhibition Destination Attractiveness
  • Venue Facilities
  • Availability
  • Host City/region
  • Isfahan International Exhibition

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