بررسی تاثیر درگیری ذهنی گردشگران بر قصد بازدید مجدد از مقصد گردشگری با تاکید بر نقش ارزش ویژه برند (مطالعه موردی: شهر یزد)
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ایامیر رضا کنجکاو منفرد 1 * , محمد غفاری 2 , امین تسلیمی بابلی 3
1 - استادیار دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران
2 - استادیار دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، تهران، ایران
3 - دانشجوی دکتری دانشکده علوم اجتماعی و اقتصاد، دانشگاه تبریز ، تبریز، ایران
کلید واژه: ارزش ویژه برند مقصد گردشگری, درگیری ذهنی با برند مقصد گردشگری, قصد بازدید مجدد از مقصدگردشگری,
چکیده مقاله :
با توجه به رقابتی شدن مقاصد گردشگری در دنیای امروز دیگر اولین سفر به یک مقصد گردشگری به معنی موفقیت آن مقصد نیست، بلکه این بازدید مجدد از مقصد گردشگری که می تواند شاخص مناسبی برای سنجش موفقیت مقصد گردشگری باشد. لذا پژوهش حاضر در صدد بررسی تاثیر درگیری ذهنی بر قصد بازدید مجدد از مقصدگردشگری با تاکید بر نقش ارزش ویژه برند مقصدگردشگری است. به این منظور مقصد گردشگری یزد به عنوان مورد مطالعه انتخاب شد. جامعه آماری پژوهش شامل آن دسته از گردشگران خارجی است که در دی ماه 1395 به شهر یزد سفر کرده اند. برای گردآوری داده های پژوهش، پرسشنامه ای با مرور ادبیات پژوهش طراحی شد. به منظور آزمون فرضیه ها از آمار توصیفی و استنباطی و نرم افزارهای آماری SPSS و Lisrel استفاده شد. یافته های پژوهش نشان می دهد درگیری ذهنی با برند مقصد گردشگری تاثیر معنی داری بر آگاهی ازبرند مقصد گردشگری، تصویر ذهنی برند مقصد گردشگری، وفاداری به برند مقصد گردشگری و کیفیت ادراکشده برند مقصد گردشگری دارد. بخش دیگری از نتایج پژوهش نشان می دهد آگاهی از برند مقصد گردشگری تاثیر معنی داری بر تصویر ذهنی برندمقصد گردشگری دارد؛ تصویرذهنی برند مقصد گردشگری و کیفیت ادراک شده برند مقصد گردشگری تاثیر معنی داری بر وفاداری به برند مقصد گردشگری دارد. در نهایت نتایج پژوهش نشان می دهد آگاهی از برند مقصد گردشگری، تصویر ذهنی برند مقصد گردشگری، وفاداری به برند مقصد گردشگری و کیفیت ادراک شده برند مقصد گردشگری تاثیر معنی داری بر قصد بازدید مجدد از مقصد گردشگری دارد.
Regarding the competitiveness of tourism destination in today’s world, first travel is not reliable indicator of tourism destination success. However, it is tourism destination revisit intention that defines tourism destination success. This is why that the present study aimed to investigate the effect of tourism destination brand involvement on the destination brand equity and the tourism destination revisit intention. For this purpose, Yazd City was selected as case study. The statistical population of this study consists of inbound tourists who visited Yazd in November 2016. A total of 200 tourists were selected from this population randomly. In order to collect the research data, a self-administrated questionnaire was developed. The validity of questionnaire was examined and confirmed through content validity. Also the reliability of questionnaire was examined through Cronbach’s Alpha Coefficient. The coefficient was 0.928 for our questionnaire which confirms its reliability. The research data were analyzed through SPSS and Lisrel. The findings revealed that tourism destination brand involvement affects tourism destination brand awareness, tourism destination brand image, tourism destination brand loyalty, and perceived quality significantly. Another part of our findings revealed that destination brand awareness influences tourism destination brand image significantly. Also tourism destination brand image and perceived quality influence tourism destination brand loyalty significantly. Finally the findings the findings revealed that tourism destination brand awareness, tourism destination brand image, tourism destination brand loyalty, and perceived quality affect tourism destination brand involvement significantly.
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