The effect of brand awareness of World Heritage sites on children's experiential learning of the brand of tourist destinations (case study of Kashan Fin Garden)

Abstract

Due to importance of educational tourism and the role of parents as determining the destination and motivating children, this study tries to; examine the benefits of educating children in cultural heritage sites and buildings. The purpose of this study is to investigate the effect of children's educational trips on their experiential learning. The statistical population of the study includes all parents of children (4 to 7 years old) who have visited the cultural heritage site of Kashan Fin Garden for a week with a recreational tour. This research is a descriptive survey in terms of applied purpose and method. The sampling method of this study was available and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation method and SPSS and Amos software. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses p_value less than 0.05 was considered. Findings this study showed that children's experiential learning has an effect on children's educational advantages through interactions and also brand awareness of historical sites affects motivation for children's experiential learning and children's educational advantages. Findings indicate that brand awareness of historical sites affects Motivation for children's experiential learning and children's educational benefits have a positive and significant effect. The results showed that children's educational travel also has a positive and significant effect on increasing children's educational capacity by increasing participation in social activities, .

Keywords

• brand awareness
• family travel
• child tourism
• cultural heritage sites
• experiential learning