علیرضا روستا
1
(استادیار، گروه مدیریت بازرگانی، واحد شهرقدس، دانشگاه آزاد اسلامی، تهران، ایران.)
چکیده مقاله :
صنعت گردشگری به عنوان محرکی مناسب برای توسعه در اقتصادهای نوظهور در جوامع شهری شناخته می شود. احساس رضایت از مقصد از یک سو و تشویق و ترغیب دوستان و آشنایان از سوی دیگر باعث بازدید مکرر از مقاصدگردشگری می شود. هدف از انجام پژوهش، تبیین اثرات تجربه و انگیزش گردشگران در مناطق شهری بر رضایت و وفاداری گردشگران در مناطق گردشگری کیش و قشم می باشد. روش تحقیق از نظر هدف، کاربردی و بر طبق شیوه جمع آوری داده ها، توصیفی از نوع همبستگی است. جامعه آماری پژوهش تمامی گردشگران در مناطق گردشگری کیش و قشم در سال 1400 می باشد. با روش فرمول کوکران تعداد 384 نفر به عنوان نمونه انتخاب شده و 399 پرسشنامه به روش غیرتصادفی و از طریق نمونه گیری در دسترس توزیع شد، بدین صورت که یک پرسشنامه تهیه گردید. تعداد 399 پرسش نامه جمع آوری گردیده است. پایایی پرسش نامه با محاسبه ضریب آلفای کرونباخ مورد ارزیابی قرار گرفته که به میزان 762/0 بوده است. همچنین داده ها با شیوه مدل یابی معادلات ساختاری و توسط نرمافزار Smart-PLS مورد سنجش قرار گرفتند. نتایج نشان داد که تصویر مقصد شهری بر انگیزش، رضایت و تجربه گردشگران در مناطق شهری نقش ایفا می کند و تاثیر انگیزش گردشگران شهری بر رضایت و وفاداری گردشگران از مناطق گردشگری نشان داده شده است و هم چنین نقش تجربه گردشگری در مناطق شهری بر رضایت و وفاداری گردشگران از مناطق گردشگری بیان شده است. در نهایت، تاثیر رضایت گردشگران شهری بر وفاداری گردشگران از مناطق گردشگری مورد تایید قرار گرفت.
چکیده انگلیسی:
The tourism industry is recognized as a good driver for development in emerging economies in urban communities. Feeling satisfied with the destination on the one hand and encouraging friends and acquaintances on the other hand cause frequent visits to tourist destinations. The purpose of this study is to explain the effects of experience and motivation of tourists in urban areas on the satisfaction and loyalty of tourists in the tourist areas of Kish and Qeshm. The research method is applied in terms of purpose and descriptive-correlational according to the data collection method. The statistical population of the study is all tourists in the tourist areas of Kish and Qeshm in 1400. Using Cochran's formula method, 384 people were selected as a sample and 399 questionnaires were distributed non-randomly through available sampling, so that a questionnaire was prepared. 399 questionnaires were collected. The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient, which was 0/762. The data were also measured by structural equation modeling and Smart - PLS software. The results showed that the image of the urban destination plays a role on the motivation, satisfaction and experience of tourists in urban areas and the effect of urban tourists motivation on tourists' satisfaction and loyalty from tourist areas has been shown and also, the role of tourism experience in urban areas on the satisfaction and loyalty of tourists from tourist areas has been expressed. Finally, the effect of urban tourist satisfaction on tourist loyalty from tourist areas was confirmed.
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