جغرافیا و برنامه ریزی منطقه‌ای

جغرافیا و برنامه ریزی منطقه‌ای

تبیین نقش ارزش ادراکی، زیبایی‌شناسی و کیفیت تفسیر بر تجربه ذهنی، وفاداری عاطفی و هویت احساسی گردشگران (مورد مطالعه: مجموعه جهانی شیخ صفی‌الدین اردبیلی)

نوع مقاله : مقاله علمی -پژوهشی کاربردی

نویسندگان
1 استادیار گروه ایران‌شناسی، دانشگاه ولی عصر (عج) رفسنجان.
2 دانشجوی کارشناسی ارشد، مدیریت جهانگردی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 گروه مدیریت گردشگری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
10.22034/jgeoq.2026.573538.4414
چکیده
درک گردشگران برای مدیریت مؤثر یک سایت گردشگری ضروری است. اگر مدیران مقصدهای گردشگری، رفتار گردشگران را درک می‌کردند، ایده بهتری در مورد چگونگی تدوین استراتژی‌های بازاریابی خود برای بهینه‌سازی استفاده کارآمد از منابع موجود خود داشتند. این مقاله یک چارچوب تفسیری جدید از ادراک فرهنگی-هویتی-رفتاری گردشگران ارائه می‌دهد. مطالعه حاضر، یک مقاله توصیفی-تحلیلی است که در دسته تحقیقات کاربردی قرار می‌گیرد. استراتژی پژوهش، جزو تحقیقات پیمایشی است. جامعه آماری گردشگرانی است که از آرامگاه شیخ صفی‌الدین اردبیلی بازدید داشته‌اند. روش نمونه‌گیری به صورت تصادفی ساده بوده است. نتایج نشان می‌دهد که زیبایی‌شناسی بر ارزش ادراکی تأثیر مثبت و مستقیم دارد. زیبایی‌شناسی در سایت‌های میراث فرهنگی نه فقط به‌صورت یک ویژگی بصری، بلکه به‌صورت یک مؤلفه ذهنی-احساسی، بخش مهمی از ارزش ادراکی تجربه گردشگر را تشکیل می‌دهد. هم‌چنین ارزش ادراکی تأثیر مستقیم و معناداری بر وفاداری عاطفی گردشگران دارد. از طرفی هویت احساسی گردشگران تأثیر مستقیم و معناداری بر وفاداری عاطفی گردشگران دارد. از طرف دیگر همه محرک‌ها بر مؤلفه هویت احساسی از طریق تجربه ذهنی، تأثیر مثبت و غیرمستقیم دارد. در نهایت پیشنهاد می‌شود در فصل اوج بازدید، اقدامات نرم افزاری مانند ورود زمان‌بندی شده و طول مدت بازدید یا منطقه‌بندی فرهنگی در نظر بگیرند.
کلیدواژه‌ها

عنوان مقاله English

Explaining the role of perceptual value, aesthetics, and interpretation quality on tourists' subjective experience, emotional loyalty, and emotional identity (Case study: Sheikh Safi al-Din Ardebili World Collection)

نویسندگان English

Mohammad Alizadeh 1
Sahar Gholipour 2
Saeideh Esmaili 3
1 Assistant Professor, Department of Iranian Studies, Vali-e-Asr University of Rafsanjan, Iran.
2 Master's student, Tourism Management,University of Mohaghegh Ardabili, Ardabil, Iran
3 Tourism Management Department, Faculty of Management, University of Tehran, Tehran, Iran.
چکیده English

Understanding tourists is essential for effective management of a tourism site. If tourism destination managers understood tourist behavior, they would have a better idea of how to formulate their marketing strategies to optimize the efficient use of their available resources. This article presents a new interpretive framework for tourists’ cultural-identity-behavioral perceptions. The present study is a descriptive-analytical article that falls into the category of applied research. The research strategy is survey research. The statistical population is tourists who have visited the tomb of Sheikh Safi al-Din Ardebili. The sampling method was simple random. The results show that aesthetics has a positive and direct effect on perceptual value. Aesthetics in cultural heritage sites, not only as a visual feature, but also as a mental-emotional component, constitutes an important part of the perceptual value of the tourist experience. Perceptual value also has a direct and significant effect on tourists’ emotional loyalty. On the other hand, tourists’ emotional identity has a direct and significant effect on tourists’ emotional loyalty. On the other hand, all stimuli have a positive and indirect effect on the emotional identity component through subjective experience. Finally, it is suggested that during the peak season, software measures such as timed entry and duration of visit or cultural zoning should be considered.

کلیدواژه‌ها English

ارزش ادراکی
کیفیت تفسیر
تجربه ذهنی
وفاداری عاطفی
هویت احساسی
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