با همکاری مشترک دانشگاه پیام نور و انجمن ارزیابی محیط زیست ایران

نوع مقاله : علمی-پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 استاد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

3 دانشیار، گروه جغرافیا و برنامه‌ریزی شهری، دانشگاه پیام نور، تهران، ایران

4 کارشناس ارشد، گروه مدیریت جهانگردی، دانشگاه پیام نور، تهران، ایران.

چکیده

هدف از مطالعه حاضر، سنجش اثر رضایت گردشگر از مناطق گردشگری بر تبلیغات شفاهی با میانجی‌گری هویت مقصد گردشگری در بین گردشگران قلعه رودخان و ماسوله (شهر فومن) بوده است. پژوهش حاضر از لحاظ هدف کاربردی و از نظر روش پژوهش توصیفی می‌باشد که با استفاده از پیمایش اجرا شد. جامعه آماری پژوهش شامل کلیه گردشگران در دو منطقه گردشگری ماسوله و قلعه رودخان بود که با توجه به نامشخص بودن تعداد جمعیت جامعه مورد بررسی، تعداد 385 نفر با استفاده از فرمول جوامع نامحدود کوکران به‌عنوان حجم نمونه تعیین گردید. جهت نمونه‌گیری از روش نمونه‌گیری در دسترس استفاده ‌شد. ابزار پژوهش پرسشنامه محقق‌ساخته شامل متغیرهای میزان رضایت گردشگران از مقصد، هویت مقصد، وابستگی نسبت به مقصد، دلبستگی عاطفی به مقصد، پیوند اجتماعی، خاطره از مقصد و انتظار از مقصد بود. پایایی ابزار با استفاده از آزمون آلفای کرونباخ با ضریب بالاتر از 7/0 مورد تأیید قرار گرفت. یافته‌های پژوهش نشان داد که دلبستگی مکانی و زیرشاخه‌های آن از آیتم‌های اصلی رضایت گردشگران است؛ همچنین هویت مقصد، وابستگی نسبت به مقصد، دلبستگی عاطفی به مقصد، پیوند اجتماعی، خاطره از مقصد و انتظار از مقصد گردشگران بر تبلیغات شفاهی اثرگذار است. از نوآوری حاصل در این پژوهش می‌توان به این مورد اذعان کرد که رضایت گردشگر از مقصدهای گردشگری بر تبلیغات شفاهی اثرگذار است؛ اما این اثر از طریق متغیر میانجی‌گری هویت مقصد رخ می‌دهد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of tourist satisfaction from tourist areas on word of mouth mediated by destination identity, Case study: Rudkhan and Masouleh castles

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Mohammad Tagi Amini 2
  • Esmaeil Nasiri Hendkhaleh 3
  • Maryaam Bahrami 4

1 Associate Professor, Department of Business Management, Payam Noor University, Tehran, Iran

2 Professor, Department of Business Management Management, phone number

3 Associate Professor, Department of Geography and Urban Planning, Payame Noor University, Tehran, Iran.

4 Msc. Department of Tourism Management, Payame Noor University, Tehran, Iran.

چکیده [English]

The purpose of this study was to measure the effect of tourist satisfaction with tourist areas on word of mouth through mediation of tourist destination identity among tourists of Qala-e Rudkhan and Masouleh (Fooman city). The research is applied in terms of purpose and descriptive in terms of research method, which was performed using survey. The statistical population of the study included all tourists in the two tourist areas of Masouleh and Qaleh Rudkhan. Due to the uncertainty of the population of the study population, 385 people were determined as the sample size using the formula of Cochrane unlimited communities. Available sampling method was used for sampling. The research tools of the researcher-made questionnaire included the variables of tourists' satisfaction with the destination, destination identity, dependence on the destination, emotional attachment to the destination, social bond, memory of the destination and expectation from the destination. The reliability of the instrument was confirmed by using Cronbach's alpha test with a coefficient higher than 0.7. Findings showed that spatial attachment and its sub-branches are the main items of tourist satisfaction; Destination identity, dependence on the destination, emotional attachment to the destination, social bond, memory of the destination and expectation from the destination of tourists also affect oral advertising. From the innovation obtained in this research, it can be acknowledged that tourist satisfaction with tourist destinations has an effect on oral advertising; But this effect occurs through the mediating variable of destination identity.

کلیدواژه‌ها [English]

  • Tourist
  • Satisfaction
  • Word of Mouth
  • Tourism Destination Identity
  • Masouleh
 
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