طراحی الگوی سنجش رضایت‌مندی گردشگران از خدمات رستوران‌های غذای محلی (مورد مطالعه: رستوران‌های غذای محلی واقع در تهران)
محورهای موضوعی : مربوط به گردشگری
ایمان چشم فسا
1
(دانشجوی دکترای مدیریت گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران)
کلید واژه: رضایت مشتری, کیفیت خدمات, صنعت رستوران, انتظارات مشتری, گردشگری خوراک, نیّات رفتاری,
چکیده مقاله :
امروزه مقاصد گردشگری می بایست به گردشگران خدمات با کیفیت بالا و اجزای منحصربه فرد ارائه دهند تا علاوه بر برآورده ساختن نیازها، موجب رضایت مندی آنان را فراهم آورند. هدف این مطالعه، بررسی عوامل مؤثر بر رضایت گردشگران خارجی از خدمات رستوران های کشور و ارائه آن در قالب مدلی کاربردی می باشد. این پژوهش از لحاظ هدف از نوع کاربردی و دارای رویکردی ترکیبی(کیفی و کمّی) می باشد. بر این اساس، نخست به جمع آوری اطلاعات از منابع علمی مرتبط مبادرت و عامل های اثرگذار بر رضایت مشتریان از خدمات رستوران با بهره گیری از روش کیفی فراترکیب شناسایی شد. پس از توزیع و جمع آوری 223 پرسشنامه میان نمونه آماری، تجزیه و تحلیل اطلاعات با استفاده از روش تحلیل عاملی و مدل یابی معادلات ساختاری توسط نرم افزار LISREL جهت بررسی و اعتبارسنجی مدل طراحی شده صورت پذیرفت. نتایج پژوهش نشان می دهد که کیفیت خدمات شامل کیفیت غذا و نوشیدنی، همدلی، تضمین، بُعد فیزیکی، فضا و جو، قابلیت اطمینان و بُعد فرهنگی بیشترین تأثیر را بر رضایت مندی گردشگران خارجی و نیّات رفتاری آنان به ویژه قصد بازدید مجدد دارد.
Today, tourism destinations must provide tourists with high quality services and unique components in order to satisfy their needs and provide them with satisfaction. The purpose of this study was to investigate the factors affecting foreign tourists' satisfaction with Persian food restaurants and to show the results through an applied model. This research is applied in terms of its purpose and a mixed method has been used to develop it. First, information from relevant scientific sources was collected and factors influencing customer satisfaction with restaurant services identified using Meta synthesis quality method. After distributing 223 questionnaires among the statistical sample and collecting them the necessary information was collected and analyzed using the factor analysis method and structural equation modeling (SEM) to evaluate and validate the designed model using LISREL software. The results of the study show that The quality of services including the quality of food and drink, empathy, guarantee, physical dimension, atmosphere, assurance and cultural dimensions have the greatest impact on the satisfaction of foreign tourists and their behavioral intentions, especially the willingness to revisit the restaurants.
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