تحلیل اثر آمیخته بازاریابی و نگرش برند سبز بر گردشگری شهری با نقش میانجی سرمایه فکری سبز مطالعه موردی گردشگران شهر اردبیل.

Analysis of the Effect of Green Marketing Mix and Green Brand Attitude on Urban Tourism with the Mediating Role of Green Intellectual Capital: the Study case of Ardabil city tourists.

Despite the benefits it brings, the development of urban tourism has caused a series of environmental problems. Therefore, the recognition and application of environmental principles and concepts in the activities of organizations and companies in the field of tourism has become very important. This study aimed to explore the impact of green marketing and brand attitude on urban tourism, with a focus on the mediating role of green intellectual capital. The study was conducted for descriptivesurvey purposes and used a correlational method. The statistical community of the research included all the tourists of Ardabil city in 2022; according to Cochran's formula for unlimited communities,384 people were selected as a sample, and the research questionnaire was distributed among them. These people were selected from the statistical population by a simple random method. The reliability of the questionnaires was confirmed using Cronbach's alpha and validity using confirmatory factor analysis. Data analysis was done using the structural equation modeling method, SPSS 26, and Smart-PLS 3 software. Based on the research findings, green marketing mix on urban tourism, green intellectual capital on urban tourism, green marketing mix on green intellectual capital, and green brand attitude positively and significantly affect green intellectual capital. However, the attitude of the green brand does not significantly affect urban tourism. Green intellectual capital also plays a mediating role in the relationship between green marketing and urban tourism and the relationship between green brand attitude and urban tourism. The findings of this research can effectively improve the green performance of urban tourism organizations. [ABSTRACT FROM AUTHOR]

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