عنوان مقاله [English]
The purpose of this study is to investigate the effect of hotel characteristics performance on electronic mouth-to-mouth marketing behaviors (studied in Kish Island hotels). The present study is applied in terms of purpose and descriptive-correlational in terms of nature and method of data collection. Quantitative research data in the form of a distance scale using two questionnaires of hotel reputation performance from Khan et al.'s (2017) questionnaire includes 11 questions and four components and to measure electronic word-of-mouth marketing from the standard questionnaire of word of mouth advertising Bamboer et al. (2011). Which was used in Moradi (2014) research and included six questions. The statistical population of the study is all customers of Kish Island hotels, which are 1400 in 54 hotels and apartment hotels in the first six months. According to surveys, about 200 people have stayed in these hotels in the last 6 months, and based on the available community and Cochran's formula, 322 people were selected as a sample and a questionnaire was distributed among the target sample. The sampling method is cluster sampling.
Findings of the main hypothesis showed that the performance characteristics of hotel features with a coefficient of 0.39 have a significant effect on word-of-mouth electronic marketing behaviors. At the confidence level of 0.95 and considering the t-value which is equal to 2.30, it can be said that the performance of hotel features has a significant effect on word-of-mouth electronic marketing behaviors. The GoF criterion was also used to evaluate the overall fit of the model and the measurement for the structural model. Results of average shared values and average R Squares values; Shows that: GOF value is equal to 0.66 which indicates a strong fit model.