نوع مقاله : علمی-پژوهشی
نویسندگان
1 استادیار گروه مدیریت ، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران
2 دانشیار گروه مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران.
3 کارشناسی ارشد مدیریت جهانگردی، پردیس فارابی دانشگاه تهران، قم، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
.This study was conducted with the aim of introducing and conceptualizing playfulness in tourist guidance and its effect on the job satisfaction of guides. In this research, a quantitative and applied approach has been used in order to measure the research model and test the research hypotheses. The target community of this research was tourist guides, 260 of whom were selected online as a sample. Data analysis was done using structural equation modeling technique and Amos software. The results of the research showed the confirmation of the research model in terms of structural equation indicators and factor analysis. Also, the results of research hypotheses showed that the dimensions of playfulness of tourist guides include playful guide, attractive guide, creative guide and interactive guide respectively with path coefficients of 0.63, 0.34, 0.30 and 0.85 and t values respectively 81. 6, 4/26, 4/14 and 8/23 have a positive and significant effect on the job satisfaction of tourist guides. The coefficient of determination also showed that the dimensions of playfulness of tour guides explain more than 41% of the changes in job satisfaction in total. The study of the moderating role of the tourist environment also confirms its role in the relationship between playfulness of tour guides and job satisfaction, so that among tour guides on international tours, the impact of playfulness on job satisfaction is greater than that of domestic tours.
کلیدواژهها [English]
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