تأثیر گمیفیکیشن بر رضایت گردشگر با نقش میانجی خستگی گردشگری با تأکید بر توان بوم‌شناسی، مورد پژوهش: روستای مهماندوست در شهر دامغان

نوع مقاله : علمی-پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشگاه پیام نور، تهران، ایران.

2 استادیار، گروه مدیریت‌، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران.

3 مربی‌، ‌گروه مدیریت، دانشگاه پیام نور، تهران، ایران.

4 مربی، گروه مدیریت، واحد اشکذر، دانشگاه آزاد اسلامی، اشکذر، ایران.

چکیده

در این عصر فناوری دیجیتال و هوشمند، انتظارات مردم از خدمات فنی در حال افزایش است. توسعه و رواج فناوری، واقعیت مجازی را ممکن ساخته و به حوزه گردشگری نیز گسترش یافته است. در این راستا هدف این پژوهش بررسی تأثیر گمیفیکیشن بر رضایت گردشگر با نقش میانجی خستگی گردشگری میباشد. این پژوهش از لحاظ هدف کاربردی و از نظر روش، توصیفی - همبستگی است. جامعه آماری پژوهش شامل تمام گردشگران روستای مهماندوست در شهر دامغان در عید نوروز 1402 سفر کرده بودند، انتخاب شدند. حداقل حجم نمونه طبق فرمول کوکران 384 نفر برآورد گردید و مورد تجزیه و تحلیل قرار گرفت. در این پژوهش برای گردآوری اطلاعات از پرسشنامه استفاده شد. پایایی ابزار با استفاده از ضریب امگا مکدونالد تأیید گردید و روایی صوری با نظر استاد راهنما و خبرگان مورد بررسی و تأیید قرار گرفت. همچنین تجزیه و تحلیل دادههای به‌دست آمده با استفاده از نرمافزار آماری SPSS و PLS4 است. نتایج حاصل نشان داد که گیمیفیکشن بر خستگی گردشگری و خستگی گردشگر بر رضایت گردشگر تأثیر معنادار و معکوس دارد و گیمیفیکشن بر رضایت گردشگر تأثیر مثبت و معنا‌داری دارد و همچنین خستگی عاطفی بر تأثیر بین گیمیفیکشن بر رضایت گردشگر نقش میانجی دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Gamification on Tourist Satisfaction with the Mediating Role of Tourism Fatigue with an Emphasis on the Power of Ecology, Case study: Mehmandoost Village in Damghan City

نویسندگان [English]

  • Maryam Aliei, 1
  • Seyed Mohammad Tafreshi 2
  • Elie Moghimikhorasani 3
  • Meysam Agheli 4
1 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran
2 Assistant Professor, Department of Management, Torbet Heydarieh Branch, Islamic Azad University, Torbet Heydarieh, Iran.
3 Lecture,, Department of Management, Payame Noor University, Tehran, Iran.
4 Lecture, Department of Management, Ashkezar Branch, Islamic Azad University, Ashkezar, Iran.
چکیده [English]

In this age of digital and smart technology, people's expectations of technical services are increasing. The development and spread of technology has made virtual reality possible, which has also expanded to the field of tourism. Therefore, the aim of this research is to investigate the effect of gamification on tourist satisfaction with the mediating role of tourism fatigue. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population of the research included all the tourists of Mehmandoost village in Damghan city who had traveled during Nowruz Eid 1402. The minimum sample size was estimated to be 384 people according to Cochran's formula and was analyzed. In this research, a questionnaire was used to collect information. Reliability was evaluated using McDonald's Omega coefficient, and face validity was evaluated and confirmed by the opinion of the supervisor and experts. Also, the obtained data were analyzed using SPSS and 4pls statistical software. The results showed that gamification has a significant and inverse effect on tourism fatigue and tourist fatigue on tourist satisfaction, and gamification has a positive and significant effect on tourist satisfaction, and emotional exhaustion has a mediating role on the effect of gamification on tourist satisfaction.

کلیدواژه‌ها [English]

  • Gamification
  • Tourist Satisfaction
  • Tourist Fatigue
  • Tourists
  • Damghan
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