جغرافیا و برنامه ریزی منطقه‌ای

جغرافیا و برنامه ریزی منطقه‌ای

طراحی و ارائه مدل شیفتگی توریست با تأکید بر پیشایندها و پیامدها

نوع مقاله : مقاله های برگرفته از رساله و پایان نامه

نویسندگان
طاهره فرهنگی ساغر 1
صمد عالی 2
مرتضی محمودزاده 3
حسین بیورانی 4
1 دانشجوی دکتری مدیریت بازاریابی، دانشگاه آزاد اسلامی، واحد تبریز، تبریز، یران.
2 دانشیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران (نویسنده مسئول)
3 استادیار گروه مدیریت، دانشکده مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
4 استاد و عضو هیئت علمی دانشگاه تبریز، تبریز، آذربایجان شرقی، ایران.
10.22034/jgeoq.2024.486668.4164
چکیده
پژوهش حاضر با هدف ارائه مدلی برای شیفتگی توریست با تأکید بر پیشایندها و پیامدهای آن انجام شده است. روش تحقیق توصیفی از نوع پیمایشی می باشد. جامعه آماری تحقیق شامل گردشگران ایرانی می باشد که در سال 98 و 99 حداقل یک بار تجربه مسافرت خارج از کشور (ترکیه، مالزی، دبی، گرجستان، ارمنستان و آذربایجان) را داشته‌اند. با استفاده از روش نمونه گیری در دسترس 450 نفر جهت مطالعه انتخاب شدند. برای گردآوری داده های پژوهش از پرسشنامه محقق ساخته بر اساس مبانی نظری و پیشنه تجربی مرتبط استفاده شد. روایی پرسشنامه از طریق نظر متخصصان، تحلیل عاملی مرتبه دوم و پایایی پرسشنامه از طریق ضریب آلفای کرونباخ، پایایی مرکب(CR) و متوسط واریانس تبیین شده(AVE) مورد تایید قرار گرفت، داده های تحقیق از طریق ضریب همبستگی پیرسون و مدل معادلات ساختاری با استفاده از نرم افزارهای آماری Amos, SPSS تحلیل شدند. نتایج نشان داد که پیشایندهای شیفتگی توریست شامل هویت مقصد، تجربه توریست و تصویر درک شده می باشد که تأثیر مثبت و معنی داری بر شیفتگی توریست داشتند، پیامدهای شیفتگی توریست شامل اعتماد توریست، وفاداری توریست، هم آفرینی، تولید محتوا و تبلیغات شفاهی می باشد که تأثیر پذیر مثبت و معنی داری از شیفتگی توریست دارند.
کلیدواژه‌ها
شیفتگی توریست
گردشگری
پیشایندها
پیامدها

عنوان مقاله English

Designing and providing model of tourist fascination with emphasis on antecedents and consequences

نویسندگان English

saghar farhanghi taheri 1
samad aali 2
Morteza Mahmudzadeh 3
Hossein Bivarani 4
1 PhD student in Marketing Management, Islamic Azad University, Tabriz Branch, Tabriz, Iran.
2 Associate professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran (Corresponding author)
3 Assistant Professor, Department of Management, Faculty of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
4 Professor and faculty member of Tabriz University, Tabriz, East Azerbaijan, Iran.
چکیده English

The present study aims to provide a model for tourist fascination with emphasis on its antecedents and consequences. Descriptive research method from is a type of survey. Statistical population of research Includes Iranian tourists in 2019 and 2020 in least Once the experience of traveling abroad (Turkey, Malaysia, Dubai, Georgia, Armenia and Azerbaijan) Have. Using available sampling method, 450 people were selected for the study. To collect research data from Researcher-maden questionnaire. Based on theoretical foundations and Experimental background related used. Validity of the questionnaire through the opinion of experts, Second-order factor analysis And reliability of the questionnaire through Cronbach's alpha coefficient, Composite reliability (CR) and Mean explained variance (AVE) Confirmed, research data were analyzed using Pearson correlation coefficient and structural equation modeling using Amos and SPSS statistical software analyzed. The results showed that the antecedents of tourist fascination Includes destination identity, tourist experience and perceived image They had a positive and significant effect on tourist fascination, Consequences of tourist fascination include tourist trust, tourist loyalty, co-creation, content production and word of mouth is Which have a positive and significant effect on tourist fascination.

کلیدواژه‌ها English

tourist fascination
tourism
antecedents
consequences
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