مدلسازی پیشایندها و پیامدهای تجربه مشتری در صنعت گردشگری

محورهای موضوعی : مربوط به گردشگری

صغری تقی پور ¹ ( دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران )
صمد عالی ² ( دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران )
علیرضا بافنده زنده ³ ( دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران )
حکیمه نیکی ⁴ ( استادیار گروه مدیریت، واحد هادی شهر، دانشگاه آزاد اسلامی، هادی شهر، ایران )

تاریخ دریافت : 1401/01/18 تاریخ پذیرش : 1401/02/21 تاریخ انتشار : 1401/03/01

کلید واژه: صنعت گردشگری, پیشایندهای تجربه, مدیریت تجربه, پیامدهای تجربه,

چکیده مقاله :

هدف نهایی پژوهش حاضر، دست یافتن به مدل پیشایندها و پیامدهای تجربه گردشگران است که بر این اساس ابتدا به روش فرا ترکیب پیشایندها و پیامدهای تجربه مشتری و همچنین رویکردهای مدیریت تجربه در صنعت گردشگری شناسایی شده و با راهنمایی 10 نفر از خبرگان و متخصصان بازاریابی و گردشگری و اعمال نظر آنان اصلاحاتی صورت گرفت و پرسشنامه ای تهیه شده و در میان 440 نفر از گردشگران ایرانی که در 5 سال گذشته(1395-1400) به یکی از کشورهای ترکیه، مالزی، آذربایجان و امارات سفر کرده بودند توزیع گشت. در مرحله اول هریک از سازهای مدل پیشنهادی، از لحاظ تک‌بعدی بودن در یک مدل اندازه‌گیری مجزا با روش کلاین(2005) بررسی شد تا اولا، بار عاملی شاخص‌ها بیشتر از 5/0 باشد ثانیاً ضریب همبستگی بین عامل‌ها بیش از 85/0 نباشد. در مرحله دوم اعتبار و روایی سازه‌ها مورد ارزیابی قرار گرفت و آلفای کرونباخ، اعتبار سازه (CR) و متوسط واریانس تبیین شده (AVE) و روایی سازه، روایی همگرا و روایی واگرا محاسبه و بررسی شد. نتیجه پژوهش حاضر به مدلسازی پیشایندها و پیامدهای تجربه گردشگر با بهره گیری از روش ترکیبی (کیفی و کمی) که از نوآوریهای این تحقیق می باشد، منجر شده که می تواند مورد استفاده مدیران و فعالین این صنعت قرار گیرد.

چکیده انگلیسی:

Experiences play an important role in people's lives and contribute to a person's mental health. Most of these experiences take place in the activities that people do in their spare time (Tan and Chang, 2016). From a consumer’s perspective, leisure tourism can be a source of memorable experiences (Menga and Hanb, 2019). Tourism activities are considered the fourth part of human activities after agriculture, industry, and services and can be called invisible exports that can create a suitable platform for friendship and understanding between nations and peace without polluting the human environment and brought peace to the people; for this reason, tourism is also called the white industry (Rabbani et al., 2020). Tourist attractions are known as a field of study in the field of tourism. The value of these attractions is evident in the strategies that governments develop to make a benefit, as they can be mentioned as the main assets for the development of tourism destinations (Liask et al., 2013). Also, managing the tourist experience can lead to more tourists’ knowledge and their inclinations and interests, and provide grounds for attracting more tourists, which in turn can have desirable consequences in the form of the value of tourist participation. Due to the importance of the tourism industry and the expansion of studies with a managerial and practical nature in this regard, the present study has been conducted to achieve a model of antecedents and consequences of the tourist experience. For this purpose, first, the method of combining the antecedents and consequences of customer’s experience as well as the experiences of management approaches in the tourism industry (separately) was identified, and with the guidance of 10 experts and marketing and tourism experts and their opinions, and lastly, a questionnaire was prepared. 440 Iranian tourists who had traveled to Turkey, Malaysia, Azerbaijan, and the UAE in the last 5 years (1396 -1400) were distributed. In the first stage, each of the structures of the proposed model, in terms of being one-dimensional in a separate measurement model by Klein's (2005) method was investigated so that, firstly, the factor load of the indicators was more than 0.5; not more than 0.85. In the second stage, the validity and reliability of the structures were evaluated and Cronbach's alpha, structural validity (CR), mean explained variance, construct validity, convergent validity, and divergent validity were calculated and evaluated. After the assessment tools were finally approved at each stage, the research model was developed and tested. The result of the present study is to model the antecedents and consequences of the tourist experience using a mixed-method (qualitative and quantitative) which is one of the innovations of this research, which can be used by managers and industry activists and the  development of tourism-related activities on a global scale.  

منابع و مأخذ:

 

• Anderson, J. C., Gerbing, D. W. 1988. Structural equation modelling in practice: ommended two-step approach. Psychological Bulletin, 103(3), 411–423.

 

• Asadi,R., Daryaei, M. 2012. Recognition and Prioritization of Pull Factors of Azerbaijan as a Destination for Iranian Tourists, Journal of American Science;8(8)


• Assiouras, I., Skourtis, G., Giannopoulos, A, Buhalis, D., Koniordos, M. 2019. Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742.


• Bahrainizad, M., Bushehri Sangizad, B. 1398. Presenting a native model of loyalty to the tourist destination with a qualitative approach based on data Foundation: Bushehr port tourist destination. Tourism Management Studies, 14 (45), 193-220. doi: 10.22054 / tms.2019.23042.1654

 

• Biraglia, A., Maximilian, H.E.E., Gerrath, & Usrey, B. 2017. Examining How Companies’ Support of Tourist Attractions Affects Visiting Intentions: The Mediating Role of Perceived AuthenticityJournal of Travel Research, 57(6), 811-823.


• Buhalis, D. 2003. Tourism: Information Technology for Strategic Tourism Management, FT Prentice Hall, London.


• Buhalis, D. 2000. Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116.


• Bujisic, M., Bogicevic, V., Parsa, H.G., Jovanovic, V., & Sukhu, A. 2019. It’s raining complaints! How weather factors drive consumer comments and word-of-mouth Journal of Hospitality and Tourism Research. 43(5), 656-681.


• Cabiddu, F., De Carlo, M., Piccoli, G. 2014. Social media affordances: Enabling customer engagement. Annals of Tourism Research. 48, 175-192.


• Campos, A.C., Mendes, J., Valle, P., & Scott, N. 2017. Co-creating animal-based tourist experiences: Attention, involvement and memorabilityTourism Management, 63, 100-114.


• Cao, Y., Li, X.R., DiPietro, R., & So, K.K.F. 2019. The creation of memorable dining experiences: formative index construction. International Journal of Hospitality Management, 82, 308-317.


• Caru, A., Cova, B. 2007. Consumption Experience, Routledge, London.


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


• Chen, S.C. 2015. Customer value & customer loyalty: Is competition is missing link? Jornal ofRetailing and Consumer Services, Vol, 22 (107-116).


• Dekhili, S., & Hallem, Y. An examination of the relationship between co-creation and wellMarketing, 37(1), 33-47.


• Dolnicar, S. 2019. A review of research into paid online peer-to-peer accommodation: Launching the Annals of Tourism Research curated collection on peer-to-peer accommodation. Annals of Tourism Research, 75, 248-264.


• Toffler, A. 1970. Future Shock, Bantam Books, New York.


• M., Abbasi.A., Curiosity Monfared.,A. 1397. The Role of Tourist Experience in Improving the Mental Image of Isfahan Tourism Destination, Tourism and Development Quarterly, Volume 7, Number 2 - Consecutive Issue 15 Pages 97-112


• Gentile, C., Spiller, N., Noci, G. 2007. How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value with the Consumer, European Management Journal, Vol. 25, No. 5, pp. 395-410.


• Goffman, E. 1959. The presentation of self in everyday life, Doubleday, New York.


• González Mansilla, Ó., Berenguer Contrí, G., & Serra Cantallops, A. The impact of value co-creation on hotel brand equity and customer satisfaction, Tourism Management 75, 51-65.


• Grönroos, C., Strandvik, T., & Heinonen, K. 2016. Value co-creation: Critical reflections. The Nordic School, 69.


• Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. 1998. Multivariate Data Analysis. Upper Saddle River, Prentice-Hall, NJ.


• Holmes Smith, P., Coote, L., & Cunningham, E. 2006 Structural Equation Modelling: From the Fundamentals to Advanced Topics, Melbourne: SREAMS.


• Holt, DB. 1995. How Consumers Consume a Typology of Consumption Practices, Journal of Consumer Research, Vol. 22, No. 1, pp. 1-16.


• SMB, Ghaffari.M, Abbasi.A. 1397. Identifying and conceptualizing the quality of tourist religious experience (Case study: foreign tourists in Qom) Quarterly Journal of Geography (Regional Planning). Volume 8, Number 3 - Consecutive Issue 31 Pages 7-29


• Kumar,J., Kumar Nayak,J. 2019. Exploring destination psychological ownership among tourists: Antecedents and outcomes. Journal of Hospitality and Tourism Management 39, pp. 30-39


• Karimi Alavijeh, M., Aslani Afrashteh,A., Niley,m .1398. Exploration on explaining the backgrounds and consequences of satisfaction from the travel experience of elderly tourists Tourism Management Studies Spring 14, 2017 No. 45


• Khajeh Shahkoohi, A., Mousavi Parsai, S. 1398. The effect of product dimensions of tourist destinations on tourist satisfaction of a comparative-correlational analysis in terms of demographic and social characteristics, geographical, Volume 9, Number 32; From page 13 to page 32.


• Kline, R. B. 2005. Principles and Practice of Structural Equation Modelling (2nd ed.), New York: The Guilford Press.


• Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. 2010. Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.


• Kuo, N-T., Cheng, Y-S., Chang, K-CH., Hu, SH-M. 2018. Assessing the asymmetric impact of interpretation environment service quality on museum visitor experience and post-visit behavioral intentions: a case study of the National Palace Museum, Asia Pacific Journal of Tourism Research, 23(7), 714-733.


• Larsen, S. 2007. Aspects of a Psychology of the Tourist Experience, Scandinavian Journal of Hospitality and Tourism, Vol. 7, No. 1, pp. 7-18.


• Lashley, C. 2008. Marketing hospitality and tourism experiences. In H. Oh - A. Pizam (eds.), Handbook of Hospitality Marketing Management. Butterwood-Heinemann, Oxford, UK, pp. 552.


• Leask, A., Fyall, A., & Barron, P. 2013. Generation Y: opportunity or challenge e Strategies to engage Generation Y in the UK attractions' sector. Current Issues inTourism, 16(1), 17e46.


• Leask,A. 2016. Visitor attraction management: A critical review of research 2009e2014. Tourism Management, 57, 334-361.


• Liu, Y., van Marrewijk, A., Houwing, E. J., & Hertogh, M. 2019. The co-creation of values-in-use at the front end of infrastructure development programs. International Journal of Project Management. 37(5), 684-695.


• Menga, B., Hanb, H. 2019. Determinants of working holiday makers' destination loyalty: Uncovering the role of perceived authenticity Tourism Management Perspectives, 32,100565.


• Mansouri Moayed, F., Yavari Gohar,F. 1397. The Impact of Social Security on the Mental Image of Foreign Tourists from Iran: A Study of the Role of Experience, Values and Attitudes, Quarterly Journal of Iranian Management Science Association, Volume 13, Number 5 Pp. 134-158


• Min, K. S., Martin, D., Jung, J. M. 2013. Designing advertising campaigns


• Morgan , J., Elbe , J., de Esteban, C. 2009. Has the experience economy arrived? The views of destination managers in three visitor-dependent areas, International Journal of Tourism Research, Vol. 11, pp. 201–216.


• Pansari, A., & Kumar, V. 2018. Customer Engagement Marketing. In: Palmatier R., Kumar V.Harmeling C. (eds) Customer Engagement Marketing, Palgrave Macmillan, Cham.


• Pine, BJ,. Gilmore, JH. 1999. The Experience Economy: Work is Theater & Every Business a Stage, Harvard Business School Press, Boston.


• Polo Peña, A.I., Frías Jamilena, D.M., Rodríguez Molina, M.T. Antecedents of loyalty toward rural hospitality enterprises: The moderating effect of the customer's previous experience. International Journal of Hospitality Management, 34(1), 127-137.


• Prahalad, C. K., Ramaswamy, V. 2004. Co-creation experiences: The next practice in value creation. Interact. Mark, 18(3), 5–14.


• Rageh, A., Melewar, T. C. 2013. Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal, 16(2), 126–149.


• Rabani, R., Jalali, S., Mehrmanesh, H. 2020. Explanation the Strategic Pattern of Urban Branding in the Tourism Industry. Journal of Strategic Management Studies, 11(42), 171-188.


• Rather, R. A. 2018. Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 31(1), 1–20. doi:10.1080/08911762.2018.1454995.


• Ritzer, G,. Jurgenson, N. 2010. Production, Consumption, Prosumption: The nature of capitalism in the age of the digital “prosumer”, Journal of Consumer Culture, Vol. 10, No. 1, pp. 13-36.


• Suntikul, W., & Jachna, T. 2016. The co-creation/place attachment nexus. Tourism Management, 52, 276-286.


• Shafiee,N., Ghaffari,M., Farmani,M., Zandi Nasab, M. 1398. Identify and prioritize dimensions affecting the customer experience in retail environments; Case study: Ofogh Kroush chain stores. Journal of Modern Marketing Research. Ninth year. Number three


• Shaw, C., Ivens, J. 2005. Building Great Customer Experiences, MacMillan, New York.


• Stamboulis, Y., Skayannis, P. 2003. Innovation strategies and technology for experienced-based tourism, Tourism Management, Vol. 24, No. 1, pp. 35-43.


• Sternberg, E. 1997. The Iconography of the Tourism Experience, Annals of Tourism Research, Vol. 24 No. 4, pp. 951–969.


• Sundbo, J. 2009. Innovation in the experience economy: a taxonomy of innovation organizations, The Service Industries Journal, Vol. 29, no. 3-4, pp. 431-455.


• Tan, W-K., & Chang, Y-J. 2016. Place Familiarity and Attachment: Moderators of The Relationship Between Readers’ Credibility Assessment of a Travel Blog and Review Acceptance, Journal of Travel & Tourism Marketing, 33(4), 453-470.


• Vargo, SL., Lusch, RF .2004. Evolving to a New Dominant Logic for Marketing,Journal of Marketing, Vol. 68, January, pp. 1-17.


• Volo, S. 2009. Conceptualizing Experience: A Tourist Based Approach, Journal of Hospitality Marketing & Management, Vol. 18, No. 2, pp. 111-126.


• Willem, J.L., Pourfakhimi,C-S. 2019. Affective engagement as a contextual dimension for predicting intentions to revisit and recommend events – a multinational comparison, Journal of Policy Research in Tourism, Leisure and Events


• Williams, A. 2006. Tourism and hospitality marketing: fantasy, feeling and fun, International Journal of Contemporary Hospitality Management, Vol. 18, No. 6, pp. 482– 495