اثر رضایت ساکنین از مقصد گردشگری بر تبلیغات دهان‌به‌دهان با میانجی‌گری دلبستگی به مکان و تعامل (مورد مطالعه: منطقه گردشگری ماسوله و قلعه رودخان)
محورهای موضوعی : فصلنامه علمی و پژوهشی پژوهش و برنامه ریزی شهرییزدان شیرمحمدی 1 , سید اسحاق جلالیان 2 , منصور رضاعلی 3 , مریم بهرامی 4
1 - استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور
2 - استادیار جغرافیا وبرنامه ریزی شهری، دانشگاه پیام نور، تهران، ایران
3 - دانش آموخته دکتری رشته جغرافیا و برنامه ریزی شهری دانشگاه تربیت مدرس
4 - کارشناس ارشد مدیریت جهانگردی دانشگاه پیام نور
کلید واژه: وابستگی مکانی, برند مقصد, جذب گردشگر, تبلیغات دهان به دهان, قلعه رودخان,
چکیده مقاله :
هدف پژوهش بررسی رضایت ساکنان از مقصد بر تبلیغات دهان به دهان به واسطه متغیرهای هویت مقصد، وابستگی نسبت به مقصد، دلبستگی عاطفی به مقصد، پیوند اجتماعی، خاطره از مقصد و انتظار از مقصد ساکنان در دو منطقه گردشگری ماسوله و قلعه رودخان پرداخته شده است. پژوهش حاضر به لحاظ هدف کاربردی و از نظر روش تحقیق در زمره‌ی تحقیقات توصیفی پیمایشی قرار می‌گیرد. در تحلیل استنباطی داده‌ها از ضریب آلفای کرونباخ و جهت تعیین ثبات درونی ابزار از آزمون KMO و کرویت بارتلت برای مناسب بودن حجم نمونه و درست بودن تفکیک عامل‌ها و برای تعیین ارتباط علی بین متغیرها از روش مدل معادلات ساختاری استفاده شد. یافته‌های پژوهش نشان داد، رضایت گردشگران از مقصد بر هویت مقصد، وابستگی نسبت به مقصد، دلبستگی عاطفی به مقصد، پیوند اجتماعی، خاطره از مقصد و انتظار از مقصد اثر مثبت و معناداری دارد؛ و همچنین هویت مقصد، وابستگی نسبت به مقصد، دلبستگی عاطفی به مقصد، پیوند اجتماعی، خاطره از مقصد و انتظار از مقصد بر تبلیغات دهان به دهان اثرگذار است. با توجه به ضرایب مسیر مدل این پژوهش دلبستگی به مکان به میزان 518 درصد قدرت پیش‌بینی تغیرات مربوط به تبلیغات دهان به دهان را برخوردار است. همچنین رضایت گردشگران از مقصد توانایی پیش بینی 33 درصد از تغییرات دلبستگی به مکان را دارد، رضایت گردشگران از مقصد نیز می‌تواند 168 درصد از تغییرات تعامل با مکان را پیش‌بینی کند. تعامل با مکان نیز به میزان توانایی پیش‌بینی 422 درصد تغییرات متغیر را تبلیغات دهان به دهان دارد.
The purpose of this study was to investigate the residents 'satisfaction with the word-of-mouth advertising through the variables of destination identity, attachment to the destination, emotional attachment to the destination, social bonding, memory of the destination and expectation of the residents' destination in Masouleh and Ghaleh Rudkhan tourism areas. . The present study is a descriptive survey in terms of purpose and method of research. Inferential data analysis using Cronbach's alpha coefficient and KMO and Bartlett's Spearman's test for determining internal consistency of the instrument were used to determine sample size and factor separation accuracy and to determine causal relationship between variables using structural equation modeling method. Findings showed that tourists' satisfaction with destination has a positive and significant effect on destination identity, attachment to destination, emotional attachment to destination, social bond, memory of destination and expectation of destination; and also, destination identity, attachment to destination, attachment Destination emotions, social bonding, memory of destination and expectation of destination affect word-of-mouth advertising. According to the model coefficients of the model, this research has the power to predict 518% of the variance of word-of-mouth advertising related to place. Also, tourists 'satisfaction with the destination is able to predict 33% of the changes in attachment to the place, and tourists' satisfaction with the destination can predict 168% of the changes in interaction with the place. Interaction with location has the ability to predict 422 percent of the variation in word-of-mouth advertising.
Extended Abstract,
Introduction
The present study is to answer the research question that tourist satisfaction from the place of tourism by mediating attachment to the place and interacting with the place, Can it have a significant effect on word of mouth advertising? Therefore, it seems necessary to research all the identified dimensions of spatial attachment and its effect on tourist attraction. This study, considering spatial attachment and destination interaction, examines word-of-mouth advertising among residents with the aim of attracting tourists to the two areas of Masouleh and Roodkhan castle. The dimensions of spatial attachment in this study are included 1) place identity 2) place dependence 3) Emotional connection with place 4) Social connection with place 5) Destination Satisfaction 6) Memories and expectation form Destination 7) Oral advertising 8) Electronic word-of-mouth advertising (9 Spatial attachment and its effect on attracting tourists
Methodology
The present research is practical in terms of purpose and descriptive survey in terms of method. The data was collected by library and field method. The statistical population of the study consisted of residents of Masouleh and Roudkhan Castle tourism areas. Morgan table was used to determine the number of samples and the statistical population of this study was 384 people. In this study, the independent variable is the residents' satisfaction with the destination, the dependent variable is the word-of-mouth advertising and the mediating variables are the destination identity, the attachment to destination, the emotional attachment to destination, the social connection, the memory of destination, and the expectation of destination. All statistical calculations of this study were performed using SPSS 23 statistical software and structural equation modeling analysis using Amos 23 software. The significance level of all tests was P Results and discussion
The results of this study showed that the Prerequisite for the satisfaction of tourists is the appropriate treatment of residents, In other words, residents' satisfaction with their place of residence has a huge impact on how they treat and provide services to tourists. And regardless residents feel positive about their place of residence, satisfaction of tourists cannot be met. The results of this study showed that the dependence of the residents on their place of residence can create an environment in which tourists are satisfied with the tourist destination. Attachment to place is measured by residents with variables such as, the destination identity, the place dependence, the emotional connection with place, social connection with place, all of which fit into the dimension of place attachment. The Memories of destinations and places expectation are also interaction with the tourism destinations. Word of mouth advertising provides an increase in the number of tourists to the area and consequently promotes destination tourism. Residents' attachment to the place creates a friendly atmosphere at the tourist destination, which in turn creates a unique and memorable place for tourists. Research findings showed that residents' satisfaction with their place of residence has a positive and significant effect on destination identity, dependence on destination, emotional attachment to destination, the social connection, the memory of destination, and the expectation of destination. The results of this study showed that the more people have an emotional connection to their place, the more they pay attention to word-of-mouth advertising, which can be one of the most important variables in attracting tourists.
Conclusion
The results of this study showed that the residents' dependence on tourism destination is very important, in other words, the tourism destinations should first of all be of interest to residents and residents feel belonging to tourism attraction. As a result, they convey this feeling to tourists and do word-of-mouth advertising. The results of this study showed that residents should feel that the experiences which happened in the living place are unforgettable. So that they can share these experiences with other tourists. Residents of Masouleh and Roudkhan castles (two study areas) because of their ethnic and racial proximity and Chain relatives have a high identity and attachment to their place of residence, Because of their pristine nature and ancient monuments, people in these places have a strong emotional connection to their place, and have also created residences to attract more tourists because of the income they receive in tourism. But the number of residences is not enough. Residents of areas of study also use word-of-mouth advertising widely and do not hesitate to e-advertise on various sites and social networks to attract more tourists, But there is less social connection with place than other components, in these study areas, but there is less social connection with place in comparison with other components, in these study areas. Because young people migrate to big cities due to the lack of jobs and these areas are lack the young workforce. If there are workshops to educate young people in tourism management and marketing in these areas, they can be more successful in their careers, including staff at resorts and restaurants, It is recommended that the adequate ecological resorts be established in the area. Also recommended that the restaurants, sufficient tourism facilities should be developed in the area. The attractions of the area are recommended to upgrade. As well as more travel and air service offices launch in the area, Development and improvement of restaurants, retail shops, handicrafts, souvenirs (specialty products), Welfare facilities, banks, currency exchanges and other financial services and facilities, offices and tourism information centers, health facilities are other recommendations of this study. New training in key elements of tourism, including staffing resorts, restaurants or vendors, is one of the other suggestions in this study that could improve the quality of tourism services.
Keywords
Destination dependency, destination brand, tourist attraction, word of mouth advertising
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