تحلیل تجارب و ارزش اجتماعی ادراک شده گردشگران شهری در پارک های آبی مشهد

نوع مقاله: مقاله علمی -پژوهشی کاربردی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه آزاد اسلامی، واحد شاهرود، شاهرود، ایران

2 گروه تربیت بدنی و علوم ورزشی، دانشگاه آزاد اسلامی، واحد شاهرود، شاهرود، ایران

3 استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی واحد شاهرود .شاهرود .ایران

4 استادیار دانشگاه آزاد اسلامی واحد شاهرود، دانشکده علوم انسانی، گروه تربیت بدنی، شاهرود، ایران

چکیده

هدف از این تحقیق تحلیل ابعاد بازاریابی تجربی شامل محیط فیزیکی و تعاملات انسانی بر ارزش اجتماعی ادراک‌شده گردشگران در مجموعه‌های ورزشی تفریحی آبی بود که به روش توصیفی – همبستگی انجام گرفت. جامعه آماری پژوهش شامل کلیه گردشگران حاضر در مجموعه‌های ورزشی تفریحی آبی شهر مشهد بود که ازاین‌بین 405 نفر به‌صورت تصادفی به‌عنوان نمونه انتخاب گردیدند. ابزار اندازه‌گیری تحقیق شامل پرسشنامه استاندارد والز (2009) بود که پایایی آن با استفاده از آزمون آلفای کرونباخ با ضریب 91/0 مورد تأیید قرار گرفت. داده‌های پژوهش با بهره‌گیری از آزمون‌های آمار توصیفی و روش‌های آمـار اسـتنباطی تحلیل عاملی تأییدی و معادلات ساختاری و با استفاده از نرم‌افزارهای اس پی اس اس و لیـزرل تحلیـل شدند. نتایج تحقیق نشان می‌دهد که بعد محیط فیزیکی شامل: طراحی و معماری محیط، حفظ و نگهداری و عوامل فیزیولوژیکی و محیط‌زیست و بعد تعاملات انسانی شامل: اطمینان و امنیت، پاسخگویی مناسب، حرفه‌ای گری و مراقبت و توجه، بر ارزش اجتماعی ادراک‌شده گردشگران مؤثر هستند. استفاده از این نتایج می‌تواند با افزایش کیفیت و ارتقای استانداردها در بخش محیط فیزیکی و تعاملات انسانی، رضایت مشتریان از مجموعه‌های ورزشی تفریحی را بالاتر برده و موجبات رونق بیشتر گردشگری شهری را فراهم آورد.

کلیدواژه‌ها


عنوان مقاله [English]

Analysis of experiences and perceived social value of urban tourists in Mashhad water parks

نویسندگان [English]

  • meysam keyvanloo 1
  • bagher morsal 2
  • Seyed Mostafa Tayebisani 3
  • ali Fahimi Nezhad 4
1 Department of Physical Education and Sport Sciences, Faculty of Humanities, Islamic Azad University, Shahroud Branch, Shahroud, Iran
2 Department of physical education, Shahrood Branch, Islamic Azad University, Shahrood, Iran
3 Department of Physical Education, Faculty of Science, Islamic Azad University, Shahrood Branch, Shahroud, Iran
4 Assistant Professor, Department of Physical Education and Sport Sciences, Faculty of Humanities, Islamic Azad University, Shahroud Branch, Shahroud, Iran
چکیده [English]

The purpose of this study was to investigate the effect of dimensions of experimental marketing including the physical environment and humanistic interactions on tourists’ perceived social value in recreational water sport complexes which was performed through descriptive-correlation method. The statistical population of the study was included all of the tourists presenting in recreational water sport complexes of Mashhad, out of whom 405 were randomly selected as sample. Measuring instrument of the study was including Wallz's standard questionnaire (2009), whose reliability was confirmed by using Cranbach's alpha test with coefficient of 0.91. Research data were analyzed by using descriptive statistics tests, confirmatory factor analysis inferential statistics methods, structural equation and SPSS and LISREL softwares. The research results show that the physical environment dimension including: design and environmental architectural, maintenance, and physiological and environmental factors, and humanistic interactions dimension including: assurance and security, proper accountability, professionalism, and attention, effect on the perceived social value of the tourists. Using these results could improves customers satisfaction of recreational sport complexes by increasing quality and promoting standards in physical environment and humanistic interactions and leads to further urban tourism boom.

کلیدواژه‌ها [English]

  • Experimental marketing
  • perceived value
  • Social value
  • Tourism
  • Recreational sport complexes
 

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