تبیین اثرات رضایتمندی گردشگران در بازاریابی گردشگری دریایی (مورد مطالعه: نواحی ساحلی استان گلستان)

محورهای موضوعی : فصلنامه علمی برنامه ریزی منطقه ای

سید حسن مطیعی لنگرودی ¹ (استاد گروه جغرافیا و برنامه‌ریزی روستایی، دانشگاه تهران، تهران، ایران)
سجاد فردوسی ² (کارشناس ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشگاه تهران، تهران، ایران)
حمیدرضا شاه محمدی ³ (کارشناس جغرافیا و برنامه‌ریزی شهری، دانشگاه پیام نور، تهران، ایران)

تاریخ دریافت : 1394/11/22 تاریخ پذیرش : 1396/04/19 تاریخ انتشار : 1396/04/01

کلید واژه: استان گلستان, بازاریابی, رضایتمندی گردشگران, گردشگری دریایی,

چکیده مقاله :

     در دهه‌های اخیر گردشگری دریایی به عنوان یکی از شاخه‌های گردشگری، طرفداران بسیاری را به خود جذب کرده است. دریا و سواحل آن به علت داشتن جاذبه‌های زیبا و جذاب از دیرباز مورد توجه عموم مردم قرار گرفته و همواره در کشورهای مختلف برای گذران اوقات فراغت با انگیزه تفریح و استراحت انتخاب می‌شود. در این میان بازاریابی گردشگری دریایی به عنوان یکی از مهم‌ترین فعالیت‌های توسعه گردشگری محسوب می‌شود. در این خصوص، رضایتمندی گردشگران از جمله مؤلفه‌های اساسی در موفقیت بازاریابی گردشگری است. این پژوهش به روش توصیفی- تحلیلی و با هدف گروه‌بندی و اولویت‌بندی میزان رضایتمندی گردشگران از زیرساخت‌ها و کارکردهای گردشگری دریایی در سواحل استان گلستان تدوین شده است. داده‌های مورد نیاز به صورت میدانی از طریق پرسشنامه و همچنین به صورت کتابخانه‌ای جمع‌آوری شده است. به منظور سنجش سطح رضایتمندی گردشگران با حجم نمونه 384 نفر و 21 شاخص ارزیابی، از مدل کانو استفاده شده است. نتایج نشان می‌دهد که در گروه الزامات اساسی، بیشترین میزان رضایت مربوط به شاخص امنیت با ضریب رضایت 712/0 و بیشترین میزان عدم رضایت مربوط به شاخص اماکن اقامتی با ضریب عدم رضایت 721/0- می‌باشد. همچنین در گروه الزامات عملکردی، بیشترین میزان رضایت مربوط به شاخص آرامش و آسایش گردشگران با ضریب رضایت 512/0 و بیشترین میزان عدم رضایت مربوط به شاخص رستوران، غذاخوری و کافه با ضریب عدم رضایت 518/0- می‌باشد. در گروه  الزامات انگیزشی نیز، بیشترین میزان رضایت مربوط به شاخص حفظ شرایط طبیعی ساحل در پیوند با دریا با ضریب رضایت 612/0 و بیشترین میزان عدم رضایت مربوط به شاخص تنوع فعالیت‌ها در فضا و امکان گزینش با ضریب عدم رضایت 864/0- می‌باشد.

چکیده انگلیسی:

      In recent decades, nautical tourism as one of the branches of tourism has attracted many fans. The sea and its beaches due to beautiful and fascinating attractions has attracted public's attention from the past and it has always selected to spend leisure time and rest in various countries. Given this issue, nautical tourism marketing is one of the most important activities in development of tourism. In this regard, tourists' satisfaction is the fundamental factor has specific role in successes of tourism marketing. The aim of this descriptive- analytical is to Grouping and prioritizing of tourists' satisfaction of infrastructure and nautical tourism function in the beaches of Golestan province. Required data was collected via questionnaire and documentary. In order to measure the satisfaction level of tourists , this study used Kano model with a sample size of 384 and 21 assessment Indexes. The results show that the most satisfactory is related to the index of security with satisfaction coefficient of 0.712, and the most dissatisfactory is related to the index of places of residence with dissatisfaction coefficient of - 0.721. Also in the group of functional requirements, the most satisfactory is related to index of tourists comfort with satisfaction coefficient of 0.512 and the most dissatisfactory is related to index of restaurants, bars and cafe with satisfaction coefficient of - 0.518. In the group of functional requirements, the most satisfactory is related to index of preserving the natural conditions of coast in connection with the sea with satisfaction coefficient of 0.612 and the most dissatisfactory is related to index of variety of activities in space and possibility of selection.

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