Rasha Makoundi, Hossein Safarzadeh, Hassan Esmailpour, Mansoureh Aligholi,
Volume 22, Issue 64 (4-2022)
Abstract
Today, the Internet and virtual networks have become a major part of many people's daily lives, and social networking sites attract millions of people from all over the world, so word of mouth has shifted to the digital world. The present study was written to identify the impact of factors affecting online referral communication in social networks on the loyalty of tourism service customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of virtual network users who had experience traveling to the area. The sample size was estimated 384 people using Cochran's formula. In this study, SPSS and Amos software were used to analyze the data. Findings of this study showed that message attractiveness, resolution, quantity and clarity of the message have a positive and significant effect on customer loyalty of tourism services. Also, the results of this study showed that among the studied factors, the message quantity factor with an impact factor of 0.67 has the most impact.
Farzin Nematbakhsh Abkenar, Mansoureh Aligholi, Hossein Safarzadeh, Seyed Kamran Nourbakhsh,
Volume 22, Issue 67 (12-2022)
Abstract
Cinemas and local movie theaters belong to the people of the city, which are designed to have a meaningful presence of citizens in the environment, as well as to strengthen intellectual and social relations. Cinemas and cinema campuses include a valuable collection in terms of culture, old and new art, a place belonging to the people of the city, which is necessary and inevitable in order to spend leisure time of citizens and also to strengthen intellectual and social relations. The purpose of this study is to investigate the impact of cinema and film screening venues on improving the art cinema market and cultural promotion of urban spaces. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study includes the citizens of District 6 of Tehran. The sample size was estimated to be 384 using the Cochran's formula. The library-field method was used to collect data. In order to analyze the research data, structural equation modeling in LISREL software environment was used. The results showed that cinema and movie theaters have a positive and significant effect on the art cinema market and cultural promotion of urban space, so that the variable amount of cinema and movie theaters on the art cinema market more than cultural promotion It was an urban space. Other results of this study also showed that the improvement of the art cinema market has a mediating role in the relationship between cinema and film screening places with the cultural promotion of urban space.
