الگویابی ساختاری نگرش مردم محلی نسبت به پیامدهای گردشگری و تاثیر آن برکیفیت زندگی با تعدیلگری تبلیغات رسانه‌ای
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ایمحمد نجارزاده 1 , مجید نعمت الهی 2 , حسین بلوچی 3
1 - استادیار مدیریت جهانگردی، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران
2 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران
3 - دانشجوی دکتری مدیریت بازاریابی بین الملل، دانشگاه سمنان، سمنان، ایران
کلید واژه: کیفیت زندگی, پیامدهای گردشگری, تبلیغات رسانه‌ای, تعدیلگری,
چکیده مقاله :
گردشگری یک رسانه است و گردشگران بهترین ابزار رسانه‌ای برای مناطق گردشگر‌پذیر محسوب می‌شوند. با این حال در پژوهش‌های مرتبط با گردشگری روستایی توجه کمی به تبلیغات رسانه‌ای شده است. هدف پژوهش حاضر، بررسی پیامدهای اقتصادی، اجتماعی و زیست محیطی گردشگری بر کیفیت زندگی مردم محلی با نقش تعدیلگری تبلیغات رسانه‌ای بوده است. پژوهش از لحاظ نحوه گردآوری داده‌ها توصیفی، همبستگی است. جامعه آماری پژوهش، همه روستاهای دهستان دشت ارژن شهر شیراز بوده، که از این تعداد 4 روستا به عنوان نمونه آماری انتخاب شده و پرسشنامه بین آن‌ها توزیع شد. روایی محتوای پرسشنامه با استفاده از نظرات 10 نفر خبره و به روش دلفی فازی استفاده شد. برای سنجش پایایی پرسشنامه از پایایی مرکب، آلفای کرونباخ و میانگین واریانس استخراج شده استفاده شده است. برای بررسی اثر تعدیلگری تبلیغات رسانه‌ای از نرم افزارLisrel استفاده شده‌است. نمونه آماری به دو گروه تقسیم شده و مدل ساختاری پژوهش با لحاظ کردن و عدم لحاظ کردن اثر تعدیلگری بررسی شد. نتایج پژوهش نشان داد بدون لحاظ تعدیلگری تبلیغات رسانه‌ای نگرش مردم محلی نسبت به پیامدهای گردشگری مثبت بوده و این پیامدها تاثیر مثبت و معناداری بر کیفیت زندگی آنان دارد. اما با تعدیلگری تبلیغات رسانه-ای، گروه اول در مقایسه با گروه دوم متغیر تعدیلگر توانسته است فقط رابطه بین نگرش مردم محلی و پیامدهای اقتصادی را تعدیل کند. اما رابطه بین نگرش مردم محلی بر پیامدهای اجتماعی و زیست محیطی و همچنین رابطه بین پیامدهای اقتصادی و اجتماعی بر کیفیت زندگی مردم محلی تعدیل نشده است.
Tourism is a media and tourists are the best media for touristic regions. The purpose of this paper is study of economic, social and environmental impacts and its effects on local's quality of life by the role of social advertising modifier. In this research, a descriptive-correlation method was used. Statistical population was Dasht e Arjan in Shiraz city, which 4 villages were selected. To collect data, questionnaire was used and its validity and reliability were examined by fuzzy- Delphi approach and internal consistency. For investigating Modifier Effect of social advertising, it used LISREL software. Statistical sample divided into 2 group and structural modeling was investigate by considering modifier role and not considering modifier role. Results showed that without considering modifier role, there is a positive relationship between local people attitude with tourism impacts and these impacts has positive and significant relationship with local's quality of life. But by considering modifier role, social advertising just modify relationship between local's people attitude with economic impacts. Social advertising could not modify relationship between social and environmental impacts with local's attitude and also between economic and social with quality of life.
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