دوره 21، شماره 42 - ( 3-1405 )
جلد 21 شماره 42 صفحات 18-1 |
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Kazemi Z, Samieinasr M. The Influence of Creative Experience on Travel Benefits: Examining the Mediating Role of Brand Image and the Moderating Role of Learning Culture. 3 2026; 21 (42) :1-18
URL: http://jnraims.ir/article-1-437-fa.html
URL: http://jnraims.ir/article-1-437-fa.html
The Influence of Creative Experience on Travel Benefits: Examining the Mediating Role of Brand Image and the Moderating Role of Learning Culture. رویکردهای پژوهشی نو در علوم مدیریت. 1405; 21 (42) :1-18
چکیده: (37 مشاهده)
The objective of the current study is to examine the influence of creative experiences on the benefits of travel, with a particular focus on the mediating role of brand image and the moderating role of cultural learning within the context of Iranian tourists. This study is classified as an applied research endeavor in terms of its purpose and employs a descriptive-survey methodology. Additionally, it is characterized as correlational in nature, utilizing structural equation modeling for analysis. The statistical population for this study comprised all Iranian tourists who were visiting the tourist sites within Tehran Province. The sample size was calculated utilizing the Cochran formula, resulting in a total of 384 participants. The selection of these participants was conducted through a simple random sampling method. A standardized questionnaire was employed to gather data. The construct validity of the questionnaire was assessed utilizing confirmatory factor analysis, while its reliability was evaluated through the application of standard reliability indicators. The data were analyzed employing SPSS and AMOS software, utilizing structural equation modeling techniques. The results of the study indicated that creative experience exerts a positive and statistically significant influence on the dimensions of peace of mind, liberation, unique involvement, and connectedness. Furthermore, creative experiences exert a direct and substantial influence on brand image, which in turn affects perceptions of travel benefits. The findings suggest that the benefits associated with travel have a direct impact on the well-being and health of tourists. Moreover, brand image serves as a significant mediating variable in the relationship between creative experience and travel benefits. Additionally, cultural learning functions as a substantial moderating factor in the association between brand image and travel benefits. Consequently, the cultivation of innovative experiences and the enhancement of the brand image associated with tourism destinations have the potential to yield significant benefits, both in terms of travel outcomes and in the elevation of the overall quality of tourists' experiences.
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