دانلود رایگان مقاله نوروژنتیک مقصدی ایجاد نقشه هنجار اجتماعی مقصد گردشگران

abstract

Seminal marketing studies suggest that the concepts of destination image and meme maps are highly related. Using the Theory of Spreading Activation, this study involves creation, assessment, and comparison of the structure of tourists' destination memes of a mature tourism destination in Turkey. The study reports the findings of two separate studies involving Russian and German travelers to Antalya. Results show sea, sun, and beach memes are the three most common general memes activating the Antalya brand; however, the two market segments' (Russian and German travelers) meme maps differ. While traditional marketing theories rely on the Rational Choice Theory that accentuates the role of the conscious choice of a consumer, this study involving Destination Neurogenetics (DNgen) supports the Infection of the Mind Theory. Findings suggest that greater meme-associations represent high-equity and strong brands.

5. Discussion and conclusion

A regression analysis determined the predictive power of number of associations in travelers' likelihood to return a tourism destination behavior. The research hypothesis of the study (H1), “travelers' greater number of positive destination associations positively relates to their likelihood to return,” receives support. Results show individuals tend to make positive decisions towards that certain brand because they possess richer memory structures in relation to that brand (Keller, 1993; Krishnan, 1996; Low & Lamb, 2000). The current study supports that this hypothesis also works in the travel decisionmaking context.