سنجش میزان رضایتمندی گردشگران از محصول توریسم با استفاده از مدل HOLSAT (مطالعه موردی: روستای کندوان)
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ای
علی شمس الدینی
1
,
صفیه حاضری
2
,
بهرام زینلی
3
,
زهرا آربونی
4
1 - استادیار گروه جغرافیا، واحد مرودشت، دانشگاه آزاد اسلامی، مرودشت، ایران
2 - دانشجوی دکترا، جغرافیا و برنامه‌ریزی شهری، دانشگاه زنجان،ایران
3 - دانش آموخته کارشناسی ارشد، جغرافیا و برنامه ریزی گردشگری، دانشگاه تبریز، تبریز، ایران
4 - دانشجوی دکترا، جغرافیا و برنامه ریزی روستایی، دانشگاه زنجان، زنجان، ایران
کلید واژه: مدل HOLSAT, محصول گردشگری, رضایت گردشگر, روستای کندوان,
چکیده مقاله :
در قرن حاضر جذب گردشگر یکی از عوامل کلیدی در موفقیت صنعت گردشگری و در نتیجه رونق اقتصاد کشور ها می باشد. در این راستا گردشگری روستایی می تواند نقشی اساسی در توسعه روستا ایفاء کند با توجه به جاذبه ها، امکانات و قابلیت های توسعه گردشگری در روستای کندوان و همچنین عنایت به این مسئله که رضایت گردشگران از محصول و مقصد گردشگری نقشی غیر قابل انکار در جذب گردشگر دارد. پژوهش حاضر درصدد سنجش رضایت گردشگران از محصول گردشگری روستای کندوان با استفاده از مدل HOLSAT است . مدلی که به ارزیابی رضایت گردشگران از طریق تجزیه و تحلیل انتظارات و عملکرد از مقصد گردشگری می پردازد. برای این منظور به دلیل نامشخص بودن حجم جامعه آماری، تعداد 200 نفر به عنوان نمونه انتخاب شدند. روش تحقیق این پژوهش، توصیفی- تحلیلی با اهداف کاربردی-توسعه ای است. جمع آوری اطلاعات از طریق پرسشنامه و به روش مصاحبه انجام گرفته است و برای تجزیه و تحلیل اطلاعات از نرم افزارهایSpssوExcel استفاده شده است. نتایج حاصل از اندازه گیری رضایت گردشگران در مدلHOLSATگویای آن است که رضایتمندی گردشگران از محصول گردشگری روستای کندوان در سناریوی (WIN) قرار گرفته است. و گردشگران از محصول گردشگری روستای کندوان رضایت دارند. همچنین نتایج حاصل از مدل رگرسیون چند متغیره نشان دهنده رابطه مثبت و معنی دار بین ابعاد محصول گردشگری روستای کندوان با رضایت گردشگران می باشد.
In the present decade, attracting tourists has been one of the key factors contributing to the success of tourism industry and consequently the economic prosperity of countries. In this regard, rural tourism can play a fundamental role in the development of villages. Considering the natural attraction and tourism potentials in Kandovan village and also, considering the fact that the satisfaction of tourists from the product and destination of tourism has an undeniable role in attracting tourists, the present study aims to assess tourist satisfaction with the tourism product of the Kandovan village, using HOLSAT model. This model can evaluate tourist satisfaction through analysis of their expectation from and the performance of the destination. Considering that the size of the statistical population was unknown, 200 tourists were selected as the sample. This was an applied-developmental study using a descriptive-analytical design. The data was collected through questionnaire and interview, and SPSS and Excel were used for data analysis. The results of studying tourist satisfaction from Kandovan village in HOLSAT model suggests that satisfaction of tourists from the tourism product of Kandovan village was in the scenario (WIN) and the tourists were satisfied with the tour. Moreover, the results of the multivariate regression model showed a significant relationship between the dimensions of tourism product and tourist satisfaction.
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Haghi, M., Moghimi, M., & Kamiasi, M. ( 2003). Loyalty Services: Impact of Service Quality and Customer Satisfaction Mediator. Management knowledge, 1. (In Persian)
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pormohamadi, M., & nasrolazadeh, Z. (2013). Effective Factors on Leaning to Tourists Frequently Visit of Kandovan Historical Village. Journal of Tourism Planning and Development, 2(4), 89-106. (In Persian)
Prayag, G. (2012). Paradise for who? Segmenting visitors. satisfaction with cognitive image and predicting behavioral loyalty. International Journal of Tourism Research, 14, 1-15.
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United Nation World Tourism Organization .(2011). International TourismMarket Trends. 2011 Report, UNWTO, Spain: Madrid.
Vetitnev, A., Romanova, G., Matushenko, N., & Kvetenadze, E. (2013). Factors affecting domestic tourists’ destination satisfaction: the case of Russia resorts. World applied sciences journal, 22, 1162-1173.
Vanhove, N. (2005). The economics of tourism destinations,(First Ed), Jordan Hill (Oxford): Butterworth-Heinemann Publication (Elsevier).
Zeinali, B., jafarpour, M., Hessam, A., Shojaeivand, B., & Zolghadr, H. (2014). Tourists’ satisfaction with and loyalty to Shopping Experience: A Socio-Demographic Analysis. International Journal of Academic Research in Business and social Sciences, 6, 67-84.
Zeinali, B. (2013). The Effect of Product Quality in Destinations on Tourist’s Satisfaction Case Study: Ghorogh Coastal Park, Master's Thesis for Tourism, Tabriz University, 75-73. (In Persian)
_||_Abu Ali, J., & Howaidee, M. (2012). The impact of service quality on tourist satisfaction in Jerash. Journal of contemporary research in Business, 3 (12), 164-187.
Adltalab, M. (2010). Rural tourism projects with a focus on rural cooperatives, cooperative and rural Journal, 2 (2).
Alegre, J., & Jaume G. )2010(. Tourist satisfication and dissatisfaction. Annals of tourism research, 37 (1), 52-73.
Andereck, K., & Vogt, C. (2000). The relationship between residents’ attitudes toward tourism and tourism development options. Journal of Travel Research, 3 (39), 27-36.
Butnaru, G., & miller, A. (2012). Conceptual approaches on quality and theory of tourism services. Procedia Economics and Finance, 3, 375-380.
Barutcu, S., Dogan, H., & Unguren, E. (2012). Tourist.s perception and satisfaction of shopping in Alanya region: A comparative analysis of different nationalities. Social andBehaviral Sciences (Procedia), 24, 1049-1059.
China National Tourism Administration. (1992). China MustSpeed Up Tourism Development. Deng Xiaoping, Tourism Tribune, 7 (6), 1-2.
Cooper, C., & Hall, C.M. (2008). Contemporary tourism: an international approach, (First Ed), Jordan Hill (Oxford): Butterworth-Heinemann Publication (Elsevier).
Craggs, R., & Schofield, p. )2011(. The Quays in SALFORD: an analysis of visitor perceotions, satisfaction and behavioral intention. International Journal of Tourism Research, 13, 583-599.
Ebrahimi, S. (2016). Rural tourism as a model for rural development: Case Study of city of Garmsar. Human Geography, 3, 187-203. (In Persian)
Ebrahimzadeh, I., Assari, M., & Assadi, A. (2014). An Analysis of the Situation of Tourism Facilities and Facilities in Semnan from the Tourists' Perspective Using the Pearson Test. Research and Urban Planning, 6 (22), 43-60. (In Persian)
Faraji, A., Aminiyan, S., & Sadeghi, E. (2012). Planning for Sustainable Development of Tourism with an Emphasis on Architecture (Case Study: Kandovan Village). The First National Conference on Sustainable Development in Arid and Semi-arid Areas, Iran. (In Persian)
Fanee, Z., Barghademi, M., Alexandrpour M., & Soleimani, M. (2012), Estimation of Satisfaction of Tourists in Gorgan City. Tourism Management, 20, 48-31.
Goeldner, C.R., & Ritchie, J.R.B. (2003). Tourism: principles, practices and philosophies (9thed.). Hobkon: Jhon Wiley and Sons Publications.
Hajinejad, A., Rahimi, D., & Taghizadeh, Z. (2013). Codification of Strategic plan of Tourism Development in Rural Tourism Sample Areas Case Study: The Tourism Sample Village of Hajij in Paveh. Town And Country Planning, 5 (1), 51-78. (In Persian)
Haghi, M., Moghimi, M., & Kamiasi, M. ( 2003). Loyalty Services: Impact of Service Quality and Customer Satisfaction Mediator. Management knowledge, 1. (In Persian)
Heidari Chineh, R. (2010). The Basics of Tourism Tourism Planning. Tehran: Second Edition. (In Persian)
Heydari Chineh, R., Taghipour, A., & feshari, M. (2012). Impacts of foreign trade on international tourism demand for Iran (Cases of India, Pakistan and Turkey). Journal of Tourism Management Studies, 19, 117-137. (In Persian)
Jeffries, D. (2001). Governments and tourism. (First Ed). Jordan Hill (Oxford): Butterworth-Heinemann Publication (Elsevier).
Kazemi, Z., Talebi, S. (2012). Estimation of Tolmable Capacity of Kandovan Tourist Village, 1st National Conference on Tourism and Nature Surveying in Iran, March 17. (In Persian)
Karami, F., Zeynli, B. (2014). The Quality of Destination Tourism Product, Tourist Satisfaction and Future Behavioral Tendencies of Tourists: The Case of El-Gölü Park in Tabriz. Geographical Space, 2015, 15 (51), 97-119. (In Persian)
Lopes, S.D.F. (2012). Destination image: Origins, Developments and Implications. PASOS, 9 (2), 305-315.
Middleton, V., & Clarke, J. )2001(. Marketing in travel and tourism. Third edition Jordan Hill (Oxford): Butterwrth-Heinemann Publication (Elseveir).
Mitchell, J. (2006). Conflicting threat Perceptions at a rural agricultural fair. Tourism Management, 27,1298-1307
Molera, L., & Pilar Albaladejo, I. (2007). Profiling Segments of Tourists in rural area of –Easterm spain. Tourism Management, 28, 757-767.
Nowacki, M. (2013). Quality of visitor attractions, satisfaction, benefits and behavioral intentions of visitors: verification of a model. International Journal of Tourism Research, 11, 297-309.
Pazoki, M. (2008). Analysis of the Manor Space of Throat Cultivation in its Sustainable Rural Development (Case Study: Villages in Pakdasht). Ph.D, Islamic Azad University, Tehran Branch. (In Persian)
Phillips, W.M.J., Wolfe, K., Hodur, N., & Leistritz, L. (2013). Tourist word of mouth and revisit intentions to rural tourism destinations: a case of North Dakota. InternationalJournal of Tourism Research, 15, 93-104.
pormohamadi, M., & nasrolazadeh, Z. (2013). Effective Factors on Leaning to Tourists Frequently Visit of Kandovan Historical Village. Journal of Tourism Planning and Development, 2(4), 89-106. (In Persian)
Prayag, G. (2012). Paradise for who? Segmenting visitors. satisfaction with cognitive image and predicting behavioral loyalty. International Journal of Tourism Research, 14, 1-15.
Rezvani, M. (2008). Development of Rural Tourism with Sustainable Tourism Approach. Tehran: publication Tehran University. (In Persian)
Rukn al-Din eftekhari, A.R., & Qadri, I. (2002). the role of rural tourism in rural development (critical analysis of theoretical frameworks. Journal of Humanities lecturer, 18 (25), 23-40.
Saghaei, M., Alizadeh, S. (2014). Feasibility study of rural tourism product in Paveh, Islamic Azad University, Ahar Branch, Geographical Space Scientific-Research Quarterly, 41, 20-1. (In Persian)
Shademani, H. (2010). The development of rural tourism: sustainable tourism approach. Journal of Social Science Book of the Month, 36.
Taghadosinia, Z., & Matinkhah, H. (2014). Evaluating potential faculties of rural recreation in Iran. Landscape Engineering and Ecological Design, 1, 23-31. (In Persian)
Truong, T.h., & King, B. )2009(. Av Evalution Of Satisfication Levels Among Chines Tourists Vietnam. International Journal of Tourism Reaserch, 11, 535-521.
Truong, T.H., & Foster, D. (2006). Using HOLSAT model to evaluate tourist satisfaction at destination : The case of Australian holidaymakers in Vietnam. Tourism Management, 27, 842-855.
United Nation World Tourism Organization .(2011). International TourismMarket Trends. 2011 Report, UNWTO, Spain: Madrid.
Vetitnev, A., Romanova, G., Matushenko, N., & Kvetenadze, E. (2013). Factors affecting domestic tourists’ destination satisfaction: the case of Russia resorts. World applied sciences journal, 22, 1162-1173.
Vanhove, N. (2005). The economics of tourism destinations,(First Ed), Jordan Hill (Oxford): Butterworth-Heinemann Publication (Elsevier).
Zeinali, B., jafarpour, M., Hessam, A., Shojaeivand, B., & Zolghadr, H. (2014). Tourists’ satisfaction with and loyalty to Shopping Experience: A Socio-Demographic Analysis. International Journal of Academic Research in Business and social Sciences, 6, 67-84.
Zeinali, B. (2013). The Effect of Product Quality in Destinations on Tourist’s Satisfaction Case Study: Ghorogh Coastal Park, Master's Thesis for Tourism, Tabriz University, 75-73. (In Persian)