تبیین و ارزیابی رفتار شهروندی زیست محیطی و اثرات آن بر توسعه گردشگری با نقش میانجی برندسازی شهری (مورد کاوری: شهر تهران)

محورهای موضوعی : برنامه ریزی شهری

مجید احمدی ¹ , علیرضا روستا ² , زهرا قره داغی ³

1 - دکتری تخصصی، گروه مدیریت، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران
2 - استادیار، گروه مدیریت، واحد شهر قدس، دانشگاه آزاد اسلامی،تهران، ایران
3 - گروه مدیریت، واحد بینالملل کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران

تاریخ دریافت : 1402/02/25 تاریخ پذیرش : 1402/05/31 تاریخ انتشار : 1403/02/10

کلید واژه: برندسازی شهری, بازاریابی داخلی, تصویر شهر, بازاریابی شهری, توسعه گردشگری شهری,

چکیده مقاله :

امروزه توسعه گردشگری در مقاصد مختلف از اهداف راهبردی و مهم تلقی می‌شود و دارای اثرات مثبت بسیاری است. از این رو کشورهایی که از توانایی‌های بالقوه‌ای در این زمینه بهره‌مند هستند، تلاش مستمری دارند تا با برندسازی سهم مناسبی از بازارهای گردشگری را به خود اختصاص دهند. هدف از پژوهش تبیین ارزیابی بازاریابی داخلی و رفتار شهروندی زیست‌محیطی بر توسعه گردشگری شهری با نقش میانجی برندسازی شهری بوده است. روش تحقیق از جهت هدف، کاربردی و بر طبق شیوه گردآوری داده‌‌ها، توصیفی از نوع همبستگی است. جامعه آماری پژوهش شامل شهروندان استان تهران در سال 1402 است که به مناطق شمال، جنوب، غرب، شرق و مرکز تقسیم شدند. با استفاده از فرمول کوکران تعداد 384 نفر به عنوان نمونه انتخاب شده و 420 پرسش‌‌نامه به روش نمونه‌‌گیری در دسترس توزیع و تعداد 403 پرسش‌‌نامه جمع‌‌آوری گردیده است. پایایی پرسش‌‌نامه با محاسبه ضریب آلفای کرونباخ مورد سنجش قرار گرفته که به میزان 804/0 بوده است. داده‌‌ها با استفاده از مدل‌‌یابی معادلات ساختاری و توسط نرم‌‌افزار Smart-PLS تجزیه‌و‌تحلیل شدند. یافته‌ها حاکی از آن است که بازاریابی داخلی، بازاریابی شهری، تصویر شهر و رفتار شهروندی زیست‌محیطی بر برندسازی شهری اثرگذار بوده است. همچنین برندسازی شهری بر توسعه گردشگری شهری تاثیر معنی‌داری دارد. بنابراین در این پژوهش برندسازی شهری بر توسعه گردشگری شهری با آماره (931/8) بیشترین تاثیر و رفتار شهروندی زیست‌محیطی بر برندسازی شهری با آماره (570/3) کمترین تاثیر را داشته است.

چکیده انگلیسی:

Today, the development of tourism in various destinations is considered important and has many positive effects. Therefore, the countries that benefit from potential abilities in this field, are continuously trying to allocate a suitable share of the tourism markets by branding. The purpose of the research was to explain the evaluation of internal marketing and environmental citizenship behavior on the development of urban tourism with the role of mediator of urban branding. The research method is practical in terms of purpose and descriptive of correlation type according to the method of data collection. The statistical population of the research includes the citizens of Tehran province in 2023, which were divided into north, south, west, east and center regions. Using Cochran's formula, 384 people were selected as a sample and 420 questionnaires were distributed and 403 questionnaires were collected. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.804. Data were analyzed using structural equation modeling and Smart PLS software. The findings indicate that internal marketing, urban marketing, city image and environmental citizenship behavior have been effective on urban branding. Also, urban branding has a significant impact on the development of urban tourism. In this research, urban branding has the greatest impact on the development of urban tourism with a score of (8.931) and environmental citizenship behavior has had the least impact on urban branding with a score of (3.570). Extended Abstract Introduction: Today, the tourism industry is considered as one of the most diverse and largest industries in the world, as it is the main source of foreign exchange income, creating social justice, employment, increasing welfare, cultural growth and a basis for the growth of the private sector and infrastructure development. Economists consider the tourism industry to be the third growing and dynamic economic phenomenon after the oil and automobile industry, Therefore, the development of tourism as a set of economic measures has a great effect on strengthening the foundations of societies, especially from an economic perspective. Today, the growth and promotion of tourism has been widely accepted and placed on the agenda of the government, especially in developing countries. Tourism development provides direct and indirect job opportunities and reduces the government budget deficit. At the same time, it increases the income from taxes for the implementation of economic activities. Tehran province, despite its very rich local, social, cultural, geographical and even economic capabilities, is neglected compared to many provinces of the country, especially the neighboring provinces, and has not been given the attention it should be. The field investigations and also the evidence show that, unfortunately, due to the lack of attention to the tourism industry in Tehran province, the per capita income of this province is almost insignificant. Also, due to the lack of proper management and planning of tourism in Tehran, Tehran is a destination for tourists, which does not bring any special tourism income for the province. This is despite the fact that if the government as well as the Tehran Governorate support tourism in Tehran province in a practical way and with all their power, many problems and problems and even social and economic problems such as unemployment will disappear due to this tourism in the province and Tehran feels a renewed spirit in its body. Methodology: The current research is applied based on its purpose and descriptive correlational according to its type, and based on the model, structural equation modeling method should be used. The statistical population of the research includes the citizens of Tehran province in 2023, which were divided into north, south, west, east and center regions. Using Cochran's formula, 384 people were selected as a sample and 415 questionnaires were distributed and 403 questionnaires were collected. The data collection method of this research was done in the library method and using books and articles, and a questionnaire was also used in the field method. Results and discussion: The demographic characteristics of the sample were reported. Also, Cronbach's alpha, composite reliability, average variance extracted (AVE), and coefficient of determination were used to measure the model, which are reported in table two. The average values ​​of the extracted variance of all 7 model constructs are at the optimal level (more than 0.5). The amount of Cronbach's alpha and combined reliability for all the model structures is (more than 0.7), so the questionnaire has a good and acceptable reliability. The value of R2 for the endogenous constructs of the research confirms the appropriateness of the fit of the structural model. The results of the Q2 criterion for the endogenous structure indicate the appropriate predictive power of the model regarding the endogenous constructs of the research and indicate that the fitting model has appropriate and favorable predictive power. The final results of the confirmatory factor analysis are reported in Table 3. Factor loadings greater than 0.5 have good validity. In graphs 1 and 2, factor loading values ​​and significant coefficients for the questions of each variable are given. In confirmatory factor analysis, the minimum value of acceptable factor loadings is 0.3, the average significance level is 0.4, and the values ​​above 0.5 indicate a high correlation level and strong significance between the factor and observed variables. In the significance coefficients (T values), considering that all the numbers on the paths are higher than 1.96, it indicates the significance of the paths, the appropriateness of the structural model and the confirmation of all research hypotheses. Since the three values ​​of 0.01, 0.25 and 0.36 are defined as weak, medium and strong values ​​for GOF and on the other hand, the coefficient is in a favorable situation (0.651), so the results show that that the fit of the model in the statistical population of the research is appropriate. Conclusion: The purpose of this research is to explain the evaluation of internal marketing and environmental citizenship behavior on the development of urban tourism with the mediating role of urban branding. In this research, 5 hypotheses were tested and the results of the hypothesis analysis indicate that internal marketing, urban marketing, city image and environmental citizenship behavior have been effective on urban branding. Also, urban branding has a significant impact on the development of urban tourism. The t test for all hypotheses is greater than 1.96. Therefore, with 95% confidence, the relationship between the variables is significant.

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