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
 
Ahmadi Alvar, Zahra; Allah Pour Ashraf, yasan; Toulabi, Zeinab. (2018). “The Relationships between Sales Culture and Customers’ Perceived value and Performance (the Case of Employees and Customers of Banks and Financial Institutions in Poldokhtar City)”. Journal of Business Management (JBM). Article 3, Volume 9, Issue 4, Winter 2018, Page 689-716. (Persian)
Aleksejeva, M. A. (2015). “Relationship marketing in customer service – oriented business segment: development of trust as a marketing tool Case study of restaurant X”, Thesis International Business.
Brakus, J.J., Schmitt, B.H., Zarantonello, L., (2009). “Brand experience: what is it? How is it measured? does it affect loyalty?”. Journal of Marketing 73 (3), 52–68.
Chang, P.L., Chieng., M.H., (2006). “Building consumer-brand relationship: a crosscultural experiential view”. Psychology & Marketing 23 (11), 927–995.
Firoozi, MohhamdAli; Zadvali Khajeh, Shahrokh. (2017). “SOAR strategic model step towards the strategic planning for development urban tourism (Case study: Tabriz metropolitan)”. Journal Management System, Article 5, Volume 7, Issue 25, Spring 2017, Page 29-40. (Persian)
Ferreira, J. B, da Rocha, A, & Ferreira da Silva, J. (2014). “Impacts of technology readiness on emotions and cognition in Brazil”. Journal of Business Research, 67(5), 865–873.
Gabrielsson, P., & Hallback, J. (2013). "Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies". International Business Review, 22, 1008-1020.
Gu, R., Oh, L- B., Wang, K. (2016). “Developing user loyalty for social network sites: a relational perspective”. Journal of Electronic Commerce Research,17(1), 1- 21.
Haji heydari, Nastaran; Khanlari, Amir; Reyhani, Hamid Reza. (2017). “Exploring and Prioritizing Factors Influencing Viral Marketing in the Context of Mobile Application”. Journal of Information Technology Management (JITM), 9(2), 237-252. (Persian)
Hekmat, Masoud; Mirdamadi, mehdi; Farajollah Hosseini, Jamal; Samari, Davood; Ebrahimpour, Mohsen. (2017). “Studying the Influencing Factors Affecting on Agricultural Business Marketing Innovation Clusters in Khuzestan Province” .Journal of agricultural extension and education, Article 1, Volume 10, Issue 2 - Serial Number 38, Summer 2017, Page 1-10. (Persian)
Horng, J.S., Tsai, C.Y., Yang, T.C., Liu, C.H.C. and Hu, D.C. (2016). “Exploring the relationship between proactive personality, work environment and employee creativity among tourism and hospitality employees”. International Journal of Hospitality Management, No. 54: 25-34.
Jalil, N., Fikry, A. & Zainuddin, A. (2016). “The impact of store atmospherics, perceived value, and customer satisfaction on behavioural intention”. Procedia Economics and Finance, 37, 538- 544.
Johnson, J.S., Matthes, J.M., Friend, S.B. (2019). “Interfacing and customer-facing: Sales and marketing selling centers”. Industrial Marketing Management. Volume 77, February 2019, Pages 41-56.
Keng, Ch. J., Tran, V.D., & Thi, T.M. (2013). “Relationships among Brand Experience, Brand Personality, and Customer Experiential Value”. Contemporary Management Research, Vol. 9, No. 3 (247-262).
Kesari, B. & Atulkar, S. (2016). “Satisfaction of mall shoppers: a study on perceived utilitarian and hedonic shopping values”. Journal of Retailing and Consumer Services, 31, 22-31.
Khan, I. & Rahman, Z. (2014). “Influence of Experiential Marketing on Customer Purchase Intention: A Study of Passenger Car Market”. Management and Labour Studies. Vol. 39, No. 3, pp, 319- 328.
Kuo, C. H., & Nagasawa, Sh. (2015). “Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost”. Science Journal of Business and Management, Vol. 3, No (1/2), pp, 43- 53.
Lee, W., Cheng, Sh. Y., & Shih, Y. T. (2017). “Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping”. Journal of Asia Pacific Management Review, Vol. 22, No 4, pp, 223- 229.
Liang, R. D. & Zhang, J. S. (2011). “The effect of service interaction orientation on customer satisfaction and behavioral intention: the moderating effect of dining frequency”. Procedia Social and Behavioral Sciences, 24, 1026- 1035.
Liao, C., Lin, H. N., Luo, M. M. & Chea, S. (2017). “Factors influencing online shoppers repurchase intentions: The roles of satisfaction and regret”. Information & Management, 54, 651-668.
Maradufu, M. E., Musau, C., & Munyao, J. (2017). “Effect of Experiential Marketing in Building Brand Equity: A Case of Selected Unilever Tanzania Brands”. International Journal of Supply Chain Management, Vol. 2, No 1, pp,1-31.
Mohammadifar, Yousef; Rousta, Ahmad; Gharehche, Manizhe; Hamidizadeh, Mohammadreza. (2018). “The Necessities and Consequences of City Branding and Emphasizing the Economy of Urban Tourism”. Journal of Urban Economics and Management, IUESA 2018, 6(21): 51-65. (Persian)
Nasr, Tahereh. (2017). “The Significance of “Iranian Urban Semiotics” in Tourism in Line with Future Study of Urban Planning and Sustainable Development”. Journal Management System, Article 17, Volume 6, Issue 24, Winter 2017, Page 189-200. (Persian)
Oh, H., Fiore, A.M., Jeoung, M., (2007). “Measuring experience economy concepts: tourism applications”. Journal of Travel Research 46 (2), 119–132.
Rahi, S. (2016). “Impact of Customer Perceived Value and customer's Perception of Public Relation on Customer Loyalty with Moderating Role of Brand Image”. Journal of Internet Banking and Commerce. 21(2). 1-14.
Rastgar, Abbasli; Shahriari, Mehri. (2018). “From Shopping Centers’ Image to Purchase Intention with Perceived Value, Customer Satisfaction and Customer Preference (Case Study: Shopping Centers in Semnan)”. Journal of Business Management (JBM). Article 11, Volume 10, Issue 3, Autumn 2018, Page 643-658.
Rodriguez, M, Peterson, R. M, & Krishnan, V. (2012). “Social media’s influence on business-to-business sales performance”. Journal of Personal Selling & Sales Management, 32(3), 365-378.
Rusdi, Syezreen Dalina; Achim, Nur`ain; Edura Wan Rashid, Wan; Hayat, Nurasyikin(2016), “employee relationship quality and customer satisfaction: the case of Halal Products Supplier at Elhajj Products SdnBhd”. Journal of Applied Environmental and Biological Sciences, 6(6),35-39.
Saeednia, Hamid Reza; Goodarzi, Azadeh. (2013). “Investigating the effect of empirical marketing on post-purchase consumer behavior of food products”. Journal of Industrial Strategic Management, Volume 10, Number 31; page 79-90.
Saleem, A., & Ellahi, A. (2017). “Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites”. Pakistan Journal of Commerce and Social Sciences, Vol. 11, No 2, pp, 597- 622.
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). “Perceived value of the purchase of a tourism product”. Tourism management, 27(3), 394-409.
Seyed Salehi, S. A.; Kazemi, M. (2015). “The Influencing Factors on Consumer Choice Behavior Regarding Green Products Based on Theory of Consumption Values”. Journal of Marketing Management (JOMM). Article 4, Volume 10, Issue 26, Winter 2015, Page 75-92.
Sofeska, E., (2016). “Relevant factors in sustainable urban development of urban planning methodology and implementation of concepts for sustainable planning (Planning documentation for the Master Plan Skopje 2001-2020)”. In: Procedia Environmental Sciences, Vol. 34, pp. 140-151. 
Vazifehdost, Hosain; Khajehnobar, Hosein; Abdoli, Maryam. (2017). “Investigating the Impact of Relationship Marketing (RM) Strategies on Customer Satisfaction and Customer Loyalty of Ansar Bank Clients”. Strategic Management Researches, Article 6, Volume 23, Issue 66, Autumn 2017, Page 143-165. (Persian)
Weisstein, F. L; Asgari, M; Siew, S. (2014). “Price presentation effects on green purchase intentions”. Journal of Product & Brand Management, 23(3): 230–239.
Yuan, Y.H. & Wu, C. (2008). “Relationships among experiential marketing, experiential value, and customer satisfaction”. Journal of Hospitality & Tourism Research, Vol. 32, No. 3, pp, 387- 410.
Zayat, Z., & Fawzy, F. (2016). “A quantitative study of shopping value in daily deal: Their antecedents and subsequent”. Master Thesis, Lund University.
Zena, P. A, & Hadisumarto. A. D. (2013). “The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty”. ASEAN Marketing Journal. Vol. 4, No. 1, pp, 37- 46