نقش سرزندگی راهنمایان گردشگری در ایجاد رضایت شغلی با نقش تعدیلگر محیط راهنمایی

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، گروه مدیریت جهانگردی، پردیس فارابی دانشگاه تهران، قم، ایران

چکیده

سرزندگی راهنمایی گردشگری مفهوم جدیدی در گردشگری است که نقش مهمی در ایجاد ارتباطات عاطفی و مهمان‌نوازی دوستانه راهنمایان گردشگری ایفا می‌کند. این مطالعه با هدف سنجش تاثیر سرزندگی راهنمای گردشگری بر رضایت شغلی و نقش تعدیلگر محیط راهنمایی انجام گرفته است. در این تحقیق از رویکرد کمی و با جهت گیری کاربردی به منظور آزمون فرضیه‌های تحقیق استفاده شده است. جامعه هدف این تحقیق، راهنمایان گردشگری بود که تعداد 260 نفر از آنها به صورت آنلاین به عنوان نمونه انتخاب شدند. تجزیه و تحلیل داده‌ها با استفاده از معادلات ساختاری و نرم افزار Amos انجام گرفت. نتایج تحقیق نشان‌دهنده تایید مدل تحقیق از نظر شاخص‌های معادلات ساختاری و تحلیل عاملی بود. همچنین نتایج فرضیه‌های تحقیق نشان داد که ابعاد سرزندگی راهنمایان گردشگری شامل راهنمای بازیگوش، راهنمایی جذاب، راهنمایی خلاقانه و راهنمایی تعاملی با ترتیب با ضرایب مسیر 63/0، 34/0، 30/0 و 85/0 و مقادیر t به ترتیب 81/6، 26/4، 14/4 و 23/8 تاثیر مثبت و معناداری بر رضایت شغلی راهنمایان گردشگری دارند. مقدار ضریب تعیین نیز نشان داد که ابعاد سرزندگی راهنمایان بیش از 41 درصد از تغییرات رضایت شغلی را تبیین می‌کنند. بررسی نقش تعدیلگری محیط راهنملیی نیز نشان از تایید نقش آن در ارتباط بین سرزندگی راهنمایان گردشگری و رضایت شغلی دارد به طوری که در میان راهنمایان تورهای بین‌المللی میزان تاثیرگذاری سرزندگی بر رضایت شغلی بیش از تورهای داخلی است. یافته‌های حاصل از این مطالعه می‌تواند به توسعه مبانی نظری سرزندگی در گردشگری و نیز افزایش سطح کیفیت خدمات و رضایت شغلی راهنمایان گردشگری منجر شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Role of Playfulness in Creating Job Satisfaction with the Moderating Role of the Guiding Environment

نویسندگان [English]

  • Yavar Babaei 1
  • Samad Rahimiaghdam 2
  • Mozhgan Amirian 3
1 Assistant Professor, Department of Management, Faculty of Economics and Management, Tabriz University, Tabriz, Iran
2 Associate Professor, Department of Management,, Faculty of Economics and Management,,, University of Tabriz, Tabriz, Iran.
3 Master of Tourism Management, Farabi Campus of Tehran University, Qom, Iran
چکیده [English]

The playfulness of tourist guides is a new concept in tourism that plays an important role in creating emotional connections and friendly hospitality of tourist guides. This concept can be effective in increasing the work quality of the guides. 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 6.81, 4/26, 4/14 and 8/33 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. The findings of this study can lead to the development of the theoretical foundations of playfulness in tourism, as well as increasing the level of service quality and job satisfaction of tourist guides.

کلیدواژه‌ها [English]

  • Tour Guides
  • Playfulness
  • Tourism
  • Job Satisfaction
  • Emotional Job

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  • تاریخ دریافت: 02 آبان 1403
  • تاریخ بازنگری: 01 اردیبهشت 1404
  • تاریخ پذیرش: 28 تیر 1404

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