Measure the Impact of Socio-Cultural Factors on Brand Loyalty to Tourism Destination (Case Study: Isfahan City)

Document Type : Research Paper

Authors

Abstract

Destination's brand is located at the center of marketing strategies of destination  management organization. Because it is the consumer commitment to other’s advice towards travel to that destination or returning to the destination. Socio - cultural factors is introduced as one of the key and influential factors in consumer behavior model. The goal of this paper is measurement the effect of the four factors such as culture, family, reference group and social class on destination brand loyalty .The statistical society is domestic tourists in Esfahan and the sample size was 242 persons. According to research purpose, this study is an applied one and based on the research strategy, it is a surveying one  and questionnaire has been used to collect data. By using SPSS & AMOS software, independent t-test & structural equation modeling, the influence of seven independent factors (family, reference group, social class & four cultural dimensions of "Hoftsed" including Masculinity versus Femininity, collectivism versus individualism, performance orientation and power distance) were measured. The results indicated only four variables of seven independent variables affect destination brand loyalty. Reference group by 0.74 has ranked first following social class by 0.35, masculinity versus femininity by 0.33 and family by 0.26 have ranked second, third and fourth respectively. Also results indicated that upper class and upper middle class are more loyal than lower class and lower middle class.

Keywords

References

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Geography and Territorial Spatial Arrangement
Volume 8, Issue 29
November 2018
Pages 1-18

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  • Receive Date: 17 November 2018
  • Accept Date: 17 November 2018

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