Volume 5, Issue 1 (Spring 2024 2024)
JGSMA 2024, 5(1): 0-0 |
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Asgarnezhad Nouri B, Sharafi S, Naserpour M. The effect of geomarketing on the attraction of geotourists، with the mediating role of the destination brand image (Case study: Lorestan waterfalls). JGSMA 2024; 5 (1)
URL: http://gsma.lu.ac.ir/article-1-271-en.html
URL: http://gsma.lu.ac.ir/article-1-271-en.html
1- University of Mohagegh Ardabili
2- Lorestan University ,sharafi.si@lu.ac.ir
2- Lorestan University ,
Abstract: (1011 Views)
In the current situation، due to the growth of new technologies، many countries in the world have used it as a suitable option in the growth of their tourism، one of which is geomarketing، and identifying tourists and taking them to their destinations. The purpose of this study is to investigate the effect of geomarketing on the attraction of geotourists، with the mediating role of the destination brand image in Lorestan waterfalls. The present study has used descriptive and analytical research methods. Also، this research is applied-developmental in terms of purpose. The statistical population of the study includes specialists, managers, experts and professors in the field of tourism and geotourism, in Lorestan province, a total of 134 people, the sample size was selected based on Cochran's formula and 100 people were selected by stratified random sampling. The designed questionnaire is divided into three parts: geomarketing questionnaire، geotourist attraction، and destination brand image with 39 questions. The validity of the questionnaire was formal، which was confirmed by experts and professors، and its reliability was confirmed by Cronbach's alpha at a rate of 0.84. Data analysis، based on structural equation analysis، was performed in Smart PLS software. The results showed that in general، geomarketing has an effect on the attraction of geotourists، with the mediating role of the destination brand image in Lorestan waterfalls. Meanwhile، geomarketing has affected the attraction of geotourists with a path coefficient of 0.43، geomarketing has affected the brand destination image with a path coefficient of 0.72 and the destination brand image has affected the geotourist attraction with a path coefficient of 0.30. Accordingly، the effect of geomarketing has the highest impact on the image of the destination brand، and the effect of the image of the destination brand has the least impact on the attraction of geotourists.
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