Investigating the effect of social, cultural and economic infrastructure components on tourists' satisfaction (case study: Sabzevar city)
Subject Areas :مهری سادات دلقندی ثانی 1 , حبیب الله کریمیان 2 , نیر پیراهری 3
1 - گروه جامعه شناسی ، واحد گرمسار، دانشگاه آزاد اسلامی، گرمسار، ایران
2 - استادیار گروه جامعه‌شناسی، واحد گرمسار، دانشگاه آزاد اسلامی، گرمسار، ایران
3 - استادیارگروه جامعه‌شناسی، واحد گرمسار، دانشگاه آزاد اسلامی، گرمسار، ایران
Keywords: Social infrastructure, Economic infrastructure, Cultural infrastructure, Tourist satisfaction, Sabzevar city,
Abstract :
Introduction: Undoubtedly, in recent decades, tourism has been considered one of the most important social and economic phenomena with its cultural, political and environmental effects. It has become an all-encompassing and global phenomenon. the infrastructures that exist in each city can provide the basis for the development of tourism according to the social, cultural and economic aspects. The facilities available in Iran indicate that this country has the capacity to receive more than 2 to 3 million foreign tourists per year and this industry will be the most important option for foreign exchange earnings in the country after the oil industry. One of the cities of Iran that has a high tourism potential; The city of Sabzevar is the second most populated city in Khorasan Razavi province. Considering the foundation of Sabzevar city during the Parthian period and having favorable environmental conditions, political and military requirements, its location has a suitable position for the development of social, cultural and economic factors based on attracting tourists. In this regard, the main purpose of this article was "to know the effect of social, economic and cultural infrastructure on tourists' satisfaction".
Materials and Methods: According to the examined components, the ruling approach of this research was "descriptive-analytical" and the article was developmental-applicative in terms of its purpose. The statistical population included the tourists of Sabzevar city in the year of 2020, which according to the statistics of Sabzevar city tourism organization included 1320 people, the sample size calculated by Cochran's formula includes 300 tourists who were randomly questioned. For data analysis, SPS and Amos statistical analysis software with structural equation model and exploratory and confirmatory factor analysis were used in the research.
Results and Discussion: In the exploratory factor analysis, the first factor "satisfaction of tourists based on the quality of social and historical capital" with an explained variance percentage of 25.76 had the largest share among the total factors influencing the satisfaction of tourists in Sabzevar city. The first factor with the explained variance percentage of 25.76 has the largest share among the total factors affecting the satisfaction of tourists in Sabzevar city, including indicators such as the level of satisfaction with being in Sabzevar city, according to the quality of social infrastructure facilities, the presence of historical houses in Sabzevar city. , the level of satisfaction with visiting the historical schools of Sabzevar city, the level of quality of life of citizens, the level of satisfaction with visiting caravanserais, the level of satisfaction with visiting natural attractions (wild life of Shir Ahmad), the level of interaction of citizens to ensure the safety of tourists, the level of satisfaction with the introduction and The promotion of tourism potentials of Sabzevar city, the degree of cooperation and participation of citizens and the desire to visit and travel again to Sabzevar city. In the structural equation model and confirmatory factor analysis of social, economic and cultural infrastructure on tourists' satisfaction, it was evaluated that in the social infrastructure, the components of participation and solidarity, social facilities and facilities, security and social programs could have an effect on tourists' satisfaction and also; In the economic infrastructure, the effective components including services and human capital, economic facilities and facilities and tourism-oriented economic programs were considered. In terms of cultural infrastructure, the effective components included cultures and traditions, cultural facilities and facilities, and cultural programs and services.
Conclusion: Tourism and the tourism economy are becoming one of the fastest growing activities in the world and a tool for generating national income. Tourists include a wide range of people who, according to their age group, gender, occupation, education, economic and social base, attitude, etc., they have different motivations and needs for leisure and entertainment and they turn to different spaces and activities. Therefore, in order to develop tourism, the first effective factor is tourist satisfaction, which can be explained based on the definition of tourist; In other words, the development and improvement of the quality of tourism infrastructure (social, cultural and economic) should be considered based on the needs of tourists on the one hand and the potential of tourism on the other hand. Also, the suggestions and solutions of this research in order to provide and improve tourist satisfaction based on social, cultural and economic infrastructure are as follows: Creating partnership between citizens and organizations involved in tourism in the field of proper use of environmental and human resources; Identifying the limitations, weaknesses and strengths of the economic, social and cultural infrastructure of Sabzevar city in order to increase the satisfaction of tourists; Publication of brochures and posters and publication of various articles and books by tourism officials in the field of tourism capacities in order to introduce the capabilities and capacities of tourism.
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