ارزیابی مؤلفه‌های مؤثر بر افزایش رضایت‌مندی گردشگران در فرآیند مسیریابی (مطالعه موردی محله پایین خیابان مشهد)

محورهای موضوعی : شهرسازی

تکتم حنایی ¹ ( استادیار، گروه شهرسازی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران )
ساناز سعیدی ² ( استادیار، گروه شهرسازی، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران. )
احسان ارمز ³ ( استادیار، گروه ریاضی و آمار، واحد مشهد، دانشگاه آزاد اسلامی، مشهد، ایران. )
شیما عابدی ⁴ ( دانشجوی کارشناسی ارشد شهرسازی، دانشکده هنر و معماری، دانشگاه آزاد اسلامی واحد مشهد، مشهد، ایران )

تاریخ دریافت : 1398/09/30 تاریخ پذیرش : 1399/11/01 تاریخ انتشار : 1400/10/01

کلید واژه: رضایت‌مندی, مسیریابی, جاذبه‌های گردشگری, رمزگذاری و پردازش اطلاعات,

چکیده مقاله :

صنعت گردشگری به‌عنوان دومین صنعت پردرآمد جهان، نقش مهمی در اقتصاد و رونق شهرها بر عهده دارد و افزایش رضایت‌مندی از چگونگی انتخاب مسیر برای رسیدن به نقاط جاذب، جلوگیری از سردرگمی در مسیریابی، نحوه دسترسی به خدمات و تسهیلات و تأمین انتظارات و توقعات گردشگران می‌تواند باعث افزایش تمایل به بازگشت به مقصد شود. هدف این پژوهش ارزیابی مؤلفه‌های تأثیرگذار برافزایش رضایت‌مندی گردشگران در فرایند مسیریابی است. روش تحقیق ازنظر هدف کاربردی و ماهیت پیمایشی و مبتنی بر روش کمی است. به‌منظور گردآوری داده‌ها از مشاهدات میدانی و پرسشنامه استفاده‌شده است. تحلیل داده‌ها، با استفاده از آمار توصیفی و روش همبستگی آزمون پیرسون تحلیل گردیده است. نتایج پژوهش نشان می‌دهد که رضایتمندی گردشگران وابسته به عوامل کالبدی- بصری و عوامل ذهنی- شناختی است و مسیریابی گردشگران و تعیین موقعیت میان مبدأ و مقصد با استفاده از عوامل کالبدی، الگوی شبکه معابر و ترجیحاً به‌صورت ذهنی در محیط‌های آشنا باعث افزایش رضایت‌مندی می‌گردد

چکیده انگلیسی:

One of the most important things in the tourism industry is the ease of travel and choosing an easy route for tourists. Optimal tourist perception causes tourists satisfaction with the environment. Therefore, tourists who have experienced the presence in the environment have a greater sense of satisfaction by enjoying the well-being in the environment. The evaluation of tourist destinations is directly related to the quality of services provided and the needs of tourists in the environment. Tourists expect their needs to be met in the environment, so as a travel strategy, providing the desired quality of services can cause more satisfaction to tourists in the urban space. Urban planning requires attention. The tourism industry, as the second most lucrative industry in the world, plays an important role in the economy and prosperity of cities, and increases satisfaction with how to choose the route to reach attractive points, prevent confusion in wayfinding , how to access services and facilities and meet expectations. Tourists can increase their desire to return to their destination. One of the most important things in the tourism industry is the ease of moving and choosing an easy route for tourists from one point to another. When a tourist is unfamiliar with the environment and enters it for the first time, he tries to find and discover his route, in this case he uses the external information in the environment and finds his route. Therefore, tourists' satisfaction with wayfinding behavior in urban space is influenced by two components of mental-cognitive factors and physical-visual factors. Tourist satisfaction has a psychological dimension that is effective from the experience of the person's presence in the environment and the evaluation of the person's experience in the environment to evaluate the destination and use travel strategies such as travel guides, tourist attractions, maps and tour guides, The security and experiences of the individual from the past and the indicators and socio-economic characteristics. Due to the fact that tourist satisfaction and wayfinding behavior is affected by physical-visual and mental-cognitive factors, so in the direction of tourists in urban space, the tourist receives information from the environment and executes his decision and decision. Among the physical-visual factors affecting the wayfinding process, we can mention the key elements, route guides, tourist attractions, access to facilities and services. Signs are one of the main tools for directing tourists in urban areas. Physical factors and the pattern of the network of passages in the tissue in familiar environments increase tourists' satisfaction with the wayfinding process. The purpose of this study is to evaluate the effective factors on increasing the satisfaction of tourists the wayfinding process. The research method is applied in terms of purpose and survey nature and is based on quantitative method. Field observations and a questionnaire were used to collect data. Data analysis was analyzed using descriptive statistics and Pearson test correlation method. The results show that tourists' satisfaction depends on physical-visual and mental-cognitive factors, and tourist wayfinding and determining the position between origin and destination using physical factors.

منابع و مأخذ:

1. Abdul Khanan, M. F., Xia, J., (2010), individual differences in the tourist wayfinding decision making process, The International Archives of the Photogrammetry, Remote Sensing and Spatial Information Sciences, Vol. 38, Part 2, pp: 319-324.


2. Al-Ababneh, M. )2013(. Service Quality and its Impact on Tourist Satisfaction. Interdisciplinary Journal of Contemporary Research in Business 4 (12): 164–177


3. Alegre, J., and Garau, J. (2010). Tourist satisfaction and dissatisfaction. Annals of Tourism Research, 37 (1), 52-73.


4. Brunner-Friedrich, B. and Radoczky, V. (2005). Active Landmarks in Indoor Environments. In Bres, S. and Laurini, R. (eds.), VISUAL 2005, Springer LNCS 3736, pp. 203-215.


5. Gnanapala, A.(2015). Tourists Perception and Satisfaction: Implications for Destination Management. American Journal of Marketing Research.Vol. 1, No. 1, 2015, pp. 719http://www.aiscience.org/journal/ajmr.


6. Baker, D. A., and Crompton, J. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27 (3), 785-804.


7. Bigne, J. E., Sanchez, M. I., and Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22 (6), 607-616.


8. Chi, C. G., and Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29 (4), 624-636.


9. Chen, C., and Chen, F. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31 (1), 29-35.


10. Chen, F. C., and Wu, C. C. (2009). How motivations, constraints, and demographic factors predict seniors’ overseas travel propensity. Asia Pacific Management Review, 14(3), 301-312.


11. Cracoli, M. F., and Nijkamp, P. (2009). The attractiveness and competitiveness of tourist destinations: A study of Southern Italian regions. Tourism Management, 30, 336- 344.


12. Confente, I. (2015). Twenty-five years of word-of-mouth studies: A critical review of tourism research. International Journal of Tourism Research, 17, 613-624.


13. Dening, G. (2008). Respectfulness as a performance art: wayfinding.Postcolonial Studies, 11 (2), p. 145-155.


14. Dmitrovic, T., Cvelbar, K. L., Kolar, T., Brencic, M. M., Ograjensek, I., and Zabkar, V. (2009). Conceptualization tourist satisfaction at the destination level. International Journal of Culture, Tourism and Hospitality Research, 3 (2), 116-126.


15. Gabriel Brida, J. and Disegna,M. and Vachkova,T. (2013), Visitor satisfaction at the museum: Italian versus foreign visitors, TOURISM,Vol. 61/ No. 2/ 2013/ 167 - 186, UDC: 338.483.12:069(450).


16. Golledge, R. G. (1999). Wayfinding behavior: Cognitive mapping and other spatial processes. London: The Johns Hopkins University Press.


17. Hui, T.K., Wan, D., and Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28, 965-975.


18. Hasegawa, H. (2010). Analyzing Tourists’ Satisfaction: A Multivariate Ordered Probit Approach. Tourism Management,Vol. 31, pp. 86-97.


19. Kozak, M. (2001). Comparative assessment of tourist satisfaction with destinations across two nationalities. Tourism Management, 22 (4), 391-401.


20. Kozak, M., and Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an offseason holiday destination. Journal of Travel Research, 38 (3), 260–269.


21. Lee, T. H. (2009). A structural model for examining how destination image and interpretation services affect future visitation behavior: A case study of Taiwan’s Taomi eco-village. Journal of Sustainable Tourism, 17 (6), 727-745.


22. Marcussen, C. H. (2011). Determinants of tourist satisfaction and intention to return. Tourism – An International Interdisciplinary Journal, 59 (2), 203-221.


23. Makri, A. (2015), Indoor Signposting and Wayfinding through an Adaptation of the Dutch cyclist Junction Network System, Master thesis, Delft University of Technology -Faculty of Architecture and the Built Environment -MSc Geomatics.


24. Mӧhlmann, M. (2015). Collaborative consumption: Determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14(3), 193-207.


25. Meng, F., Tepanon, Y., and Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation: The case of a nature-based resort. Journal of Vacation Marketing, 14 (1), 41–56.


26. Neal, J. D., and Gursoy, D. (2008). A multifaceted analysis of tourism satisfaction. Journal of Travel Research, 47 (August), 53-62.


27. Oliver, R. L. (1997). Satisfaction: A behavioural perspective on the consumer. New York: McGraw Hill.


28. Passini, R. (1984). Spatial representations, a wayfinding perspective, Journal of Environmental Psychology, 7(1), pp: 44–60.


29. Pillai, S. (2015). Halal tourism, the new billion dollar travel trend. Retrieved August 02, 2017, from http://luxurylaunches.com/travel/halal-tourismthe-new-billion-dollar-travel-trend.php. Razzaq, S., Hall, C. M., and Prayag, G. (2016)


30. Prestopnik, J.L. and Roskos-Ewoldsen, B. (2000). The relations among Wayfinding Strategy Use, Sense of Direction, Sex, Familiarity and Wayfinding Ability, Journal of Environment Psychology, 20(2), pp: 177-191.


31. Pizam, A., Neumann, Y., and Reichel, A. (1978). Dimensions of tourist satisfaction with a destination area. Annals of Tourism Research, 5 (3), 314-332.


32. Sharma, G., and Baoku, L. (2013). Customer satisfaction in Web 2.0 and information technology development. Information Technology and People, 26(4), 347-367.


33. Sparks, B. A., and Browning, V. (2010). Complaining in cyberspace: The motives and forms of hotel guests' complaints online. Journal of Hospitality Marketing and Management, 19(7), 797-818.


34. Tang, M.L. (2014). Tourist Attraction, Satisfaction, and Behavioral Intention of Industrial Tourist: Economic Factors as Moderator, the Journal of International Management Studies, Volume 9 Number 2, August.


35. Tomko,M (2007),destination descriptions in ueban environments,Doctor of Philosophy,Department of Geomatics The University of Melbourne.


36. Thompson, C., Travlou, P. (2007), Open Space, People Space, Taylor and Francis Inc. New York, McGraw-Hill.


37. Truong, T.H. and King, B. (2009). An Evaluation of Satisfactionamong Chinese Tourists in Vietnam, International Journal ofTourism Research, Vol. 11, pp. 521-535.


38. UNWTO (2007). Practical Guide to Tourism Destination Management. Madrid: UNWTO.


39. Wang, Y., and Davidson, M. C. (2010). Chinese holiday makers' expenditure: Implications for marketing and management. Journal of Hospitality Marketing and Management, 19(4), 373-396.


40. Yu, L., and Goulden, M. (2006). A comparative analysis of international tourists’ satisfaction in Mongolia. Tourism Management, 27(6), 1331-1342.


41. Yoon, Y., and Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26, 45-56


42. Yuksel, A. (2001). Managing customer satisfaction and retention: A case of tourist destinations, Turkey. Journal of Vacation Marketing, 7 (2), 153-168.


43. Wang, S., and Qu, H. (2006). A study of tourist satisfaction determinants in the context of the Pearl River Delta sub-regional destinations. Journal of Hospitality and Leisure Marketing, 14 (3), 49-63.


44. Zabkar, V., Brencic, M. M. and Dmitrovic, T. (2010). ModellingPerceived Quality, Visitor Satisfaction and BehavioralIntentions at the Destination Level. Tourism Management, Vol.31, pp. 537-546.