چکیده مقاله
Amidst the intensifying global tourism competition, fostering customer loyalty has emerged as a cornerstone of sustainable tourism development This research investigates the impact of hotel brand image on tourist destination loyalty, considering the mediating roles of customer satisfaction and Customer Experience Management CEM Employing a sequential mixed methods approach, the study integrates structured surveys from 170 hotel guests in Tehran, Iran, with expert insights garnered through a Fuzzy Delphi technique involving 15 industry professionals Structural Equation Modeling SEM , complemented by thematic content analysis, provides empirical validation for the proposed conceptual framework Results reveal that hotel brand image significantly enhances customer satisfaction β = 0 62, p < 0 001 , which, in turn, directly and positively influences destination loyalty β = 0 48, p < 0 001 Furthermore, CEM partially mediates this relationship β = 0 35, p < 0 01 , underscoring the strategic importance of comprehensive customer experience management in translating brand perceptions into destination affinity A key theoretical contribution is the integration of cultural branding elements specific to Tehran's hospitality sector, thereby extending existing loyalty frameworks The study offers practical insights for hotel operators and destination marketing organizations, particularly in emerging markets where cultural authenticity serves as a potent brand differentiator Ultimately, advances the hospitality branding discourse by elucidating the role of hospitality branding in cultivating lasting, place based customer loyalty
کلیدواژهها
نویسندگان
Fatemeh Ghotbi
PhD student in Tourism, University of Tehran, Iran
Seyyed Ali Hosseini
Assistant Professor, Department of Tourism Management, Allameh Tabatabaei University, Tehran, Iran
شیوه ارجاع
Ghotbi, Fatemeh and Hosseini, Seyyed Ali,1404,The Strategic Influence of Hotel Branding on Destination Loyalty: A Study on Hotels in Tehran,10th International Conference on Management, Tourism and Technology,Tehran
ارائهشده در
مجموعه مقالات دهمین کنفرانس بین المللی مدیریت، گردشگری و تکنولوژی31 اردیبهشت 1404 · تهران