ارائه مدلی جهت تبیین عوامل موثر بر قصد گردشگران جهت سفر مجدد به مقصد گردشگری و توصیه آن به سایرین (مطالعه موردی: شهر مقدس قم)

نوع مقاله : مقاله علمی -پژوهشی کاربردی

نویسندگان

1 دانشیار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران

2 استادیار، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، پردیس فارابی دانشگاه تهران

چکیده

امروزه متخصصان بازاریابی و گردشگری توجه کمی نسبت به تجربه گردشگر هنگام سفر به مقصد گردشگری می‌کنند. هدف پژوهش ارائه مدلی برای تبیین عوامل مؤثر بر قصد گردشگران جهت سفر مجدد به مقصد گردشگری و توصیه آن به سایرین می‌باشد. در مدل توسعه داده شده درگیری ذهنی گردشگر، کیفیت تجربه گردشگر و رضایت از سفر به مقصد گردشگری از جمله مهم‌ترین عوامل تأثیر گذار بر قصد سفر مجدد به مقصد گردشگری و توصیه سفر به مقصد گردشگری می‌باشد. جامعه آماری پژوهش شامل آن دسته از گردشگران خارجی است که در بهار 1395 به شهر قم سفر کرده‌اند. از این جامعه، نمونه‌ای به حجم 200 نفر انتخاب شد. داده‌های پژوهش، با استفاده از پرسشنامه گردآوری شده و تجزیه و تحلیل داده ها با استفاده از تحلیل مسیر با نرم افزار لیزرل صورت پذیرفته است. نتایج پژوهش حاضر نشان می‌دهد درگیری ذهنی با مقصد گردشگری، کیفیت تجربه گردشگر، و رضایت از سفر به مقصد گردشگری، به طور معناداری قصد سفر مجدد به مقصد گردشگری و توصیه سفر مجدد به آن را تحت تأثیر قرار می‌دهد.

کلیدواژه‌ها


عنوان مقاله [English]

Presenting a Model for Explaining the Effective Factors on the Tourist Intention to Revisit Tourism Destination and Recommend it to others (Case Study: Holy City of Qom)

نویسندگان [English]

  • Seyed Mohammadbagher Jafari 1
  • mohammad ghaffari 2
  • Ahmad Abasi 3
1 Faculty of Management & Accounting, University of Tehran
2 Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran
3 MSc. Student, Faculty of Management & Accounting, University of Tehran
چکیده [English]

Nowadays, tourism destination markeing professionals and managers have to seek a kind of attachment and blondness in the tourists toward tourism destinations by which tourism destination satisfaction and loyalty can be increased. considering the experiences which tourist have in their travel is important. The reason is that such a factor lead to tourism destination revisit intention and its recommendation to others. Unfortunately, past studies have focused on this issue rarely. This is why the present study aims to present a model for explain the effective factors on the tourism destination revisit intention and its recommendation to others. In the model, tourist involvement, tourist experience quality, and tourism destination satisfaction have been considered as the effective factors on the tourism destination revisit intention and its recommendation to others. The statistical population of this study includes inbound tourists who traveled to the holy city of Ghom in the second season of 2016. A sample of 200 tourists was selected randomly. The research data, which were collected by using a questionnaire, were analyzed through path analysis in the Lisrel. The findings showed that tourist involvement, tourist experience quality, and tourism destination satisfaction affect tourism destination revisit intention and its recommendation to others significantly.

کلیدواژه‌ها [English]

  • Tourist Involvement
  • Tourist Experience Quality
  • Revisit Intention
  • Recommend Tourism Destination to Others
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