الگویابی ساختاری نگرش مردم محلی نسبت به پیامدهای گردشگری و تاثیر آن برکیفیت زندگی با تعدیلگری تبلیغات رسانه‌ای
محورهای موضوعی : مطالعات برنامه ریزی شهری و منطقه ایمحمد نجارزاده 1 , مجید نعمت الهی 2 , حسین بلوچی 3
1 - استادیار مدیریت جهانگردی، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران
2 - دانش آموخته کارشناسی ارشد مدیریت جهانگردی، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران
3 - دانشجوی دکتری مدیریت بازاریابی بین الملل، دانشگاه سمنان، سمنان، ایران
کلید واژه: کیفیت زندگی, پیامدهای گردشگری, تبلیغات رسانه‌ای, تعدیلگری,
چکیده مقاله :
گردشگری یک رسانه است و گردشگران بهترین ابزار رسانه‌ای برای مناطق گردشگر‌پذیر محسوب می‌شوند. با این حال در پژوهش‌های مرتبط با گردشگری روستایی توجه کمی به تبلیغات رسانه‌ای شده است. هدف پژوهش حاضر، بررسی پیامدهای اقتصادی، اجتماعی و زیست محیطی گردشگری بر کیفیت زندگی مردم محلی با نقش تعدیلگری تبلیغات رسانه‌ای بوده است. پژوهش از لحاظ نحوه گردآوری داده‌ها توصیفی، همبستگی است. جامعه آماری پژوهش، همه روستاهای دهستان دشت ارژن شهر شیراز بوده، که از این تعداد 4 روستا به عنوان نمونه آماری انتخاب شده و پرسشنامه بین آن‌ها توزیع شد. روایی محتوای پرسشنامه با استفاده از نظرات 10 نفر خبره و به روش دلفی فازی استفاده شد. برای سنجش پایایی پرسشنامه از پایایی مرکب، آلفای کرونباخ و میانگین واریانس استخراج شده استفاده شده است. برای بررسی اثر تعدیلگری تبلیغات رسانه‌ای از نرم افزارLisrel استفاده شده‌است. نمونه آماری به دو گروه تقسیم شده و مدل ساختاری پژوهش با لحاظ کردن و عدم لحاظ کردن اثر تعدیلگری بررسی شد. نتایج پژوهش نشان داد بدون لحاظ تعدیلگری تبلیغات رسانه‌ای نگرش مردم محلی نسبت به پیامدهای گردشگری مثبت بوده و این پیامدها تاثیر مثبت و معناداری بر کیفیت زندگی آنان دارد. اما با تعدیلگری تبلیغات رسانه-ای، گروه اول در مقایسه با گروه دوم متغیر تعدیلگر توانسته است فقط رابطه بین نگرش مردم محلی و پیامدهای اقتصادی را تعدیل کند. اما رابطه بین نگرش مردم محلی بر پیامدهای اجتماعی و زیست محیطی و همچنین رابطه بین پیامدهای اقتصادی و اجتماعی بر کیفیت زندگی مردم محلی تعدیل نشده است.
Tourism is a media and tourists are the best media for touristic regions. The purpose of this paper is study of economic, social and environmental impacts and its effects on local's quality of life by the role of social advertising modifier. In this research, a descriptive-correlation method was used. Statistical population was Dasht e Arjan in Shiraz city, which 4 villages were selected. To collect data, questionnaire was used and its validity and reliability were examined by fuzzy- Delphi approach and internal consistency. For investigating Modifier Effect of social advertising, it used LISREL software. Statistical sample divided into 2 group and structural modeling was investigate by considering modifier role and not considering modifier role. Results showed that without considering modifier role, there is a positive relationship between local people attitude with tourism impacts and these impacts has positive and significant relationship with local's quality of life. But by considering modifier role, social advertising just modify relationship between local's people attitude with economic impacts. Social advertising could not modify relationship between social and environmental impacts with local's attitude and also between economic and social with quality of life.
Alizadeh Pasdar, N., Janani, H., (2017). The relationship between advertising media and Brand equity from the sports costumer perspective in Tabriz. Journal of sociology Studies. 9(34). 127- 143. (in Persian)
Alvani, M., Piroozbakht, M., (2006). Process of Tourism Management. Tehran: Iran cultural studies. First edition. (in Persian)
Amini, A., Sadeghiyan, F., Zahedi, T., (2017). Structural Modeling and Casual Interpretation of rural communities self – evaluation of quality of life and its determinants. Journal of Applied Sociology, 28(65). 87-112. (in Persian)
Aref, F., Redzuan, M., Gill, S., (2009). Community Perception toward Economic and Environmental impacts of Tourism on Local Communities. Asian Social Science, 5(7), 130-137.
Azar. A, Gholamzadeh. R, Ghanavati.M. (2012). Structural- Path modeling in management: Application Software. (1th Ed).Tehran: Publication of Neghahe Danesh, 162-166. (in Persian)
Bagozzi, R.P., YI, Y., (1988). On the evaluation of structural equation models, Journal of the Academy of marketing Science, 16 (1), 74-97.
Bestard, A.B., Nadal, J.R., (2007). Modelling environmental attitudes toward tourism. Tourism Management, (28), 688–695
Chang, Y.H., (1998). Transportation plan appraisal and decision making-discussion and application of the fuzzy theory, Hwatai, Taipie (Chines Edition).
Chen, M.K., Wang, S.C., (2010). The use of a hybrid fuzzy- delphi- AHP approach to develop global business inteligence for information service firms. Expert Systems with applicarions.
Chris Chol, W., Sirakaya, E., (2005). Measuring Residents’ Attitude toward Sustainable Tourism: Development of Sustainable Tourism Attitude Scale. Journal of Travel Research, 43 (4), 380-394.
Dalki, N., Hemler, O., (1963). An experimental application of the Delphi method to the use of exports. Management Science, (9), 458-469.
Dehdashti, Shahrokh, Z., Nategh, M., Ehsani, R. (2017). Explaining the Relationship between Marketing Capabilities and Business Financial Performance, Journal of Business Management. 9(1): 103-128. (in Persian)
Doswell, R., (2007). Tourism: how effective management makes the difference, Tehran, Iran cultural studies, fourth edition. (in Persian)
Dyer, P., Gursoy, D., Sharmaa, B., Carter, J., (2007). Structural modelling of resident perceptions of tourism and associated development on the Sunshine Coast, Australia. Tourism Management, (28), 409–422.
Ebrahimi, A., Ghaderi, E., Rahmati. Gh., Akbari, R., (2010). A Survey of Advertising Impacts on Tourists Attraction, Case study: International Tourist of Isfahan, Geography and Development Iranian Journal, (17):139-156. (in Persian)
Giles, E., Bosworth, G, Willett, J., (2013). The role of local perceptions in the marketing of emotional solidarity between residents and tourists. Journal of Travel Research, 48(2), 245- 258.
Gohari, M. (2011). Tourism Impacts. Dariche No and Maziyar University Pablication. First edition. (in Persian)
Gu, H., Ryan, C., (2008). Place attachment, identity and community impacts of tourism – The case of a Beijing hutong. TourismManagement, (29), 637–647.
Gursoy, D., Jurowski, C., Uysal, M., (2002). Resident attitudes: A structural modelling approach. Annals of Tourism Research, 29(1), 79–105.
Hair, J.F., Anderson, R.E., Tatham, R.L., Black, W.C., (1998). Multivariate Data Analysis, fifth ed. Prentice Hall, Englewood Cliffs, NJ.
Hanafiah M.H. Jamaluddin, M.R., Zulkifly M.I., (2013). Local Community Attitude and support towards tourism Development in Tioman Island, Malaysia. Procedia - Social and Behavioral Sciences, 105, 792 – 800.
Jalali farahani, M., (2009). Leisure and recreational sports Management. Tehran University, Publication Institute. (in Persian)
Jurowski, C., Gursoy, D., (2004). Distance effects on residents’ attitudes toward tourism. Journal of Travel Research, 36(2), 3–11.
Jurowski, C., Uysal, M., Williams, D.R., (1997). A theoretical analysis of host community resident reactions to tourism. Journal of Travel Research. 36(2), 3–11.
Keil, M., Tan, B.C.Y., Wei, K.K., Saarinen, T., Tuunainen, V. and Wassenaar, A. (2000). A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects. MIS Quarterly, 24(2): 299-325.
Kim, K., (2002). The Effects of Tourism Impacts upon Quality of Residents in the Community. (Ph.D. Dissertation). Blacksburg, Virginia: Faculty of the Virginia Polytechnic Institute and State University.
Kim, S., Wong, K., Cho, M., (2007). Assessing the economic value of a World Heritage Site and willingness-to-pay determinants: a case of Changdeok Palace. Tourism Management, (28), 317- 322.
Latkova, P., Vogt, C. A., (2012). Residents’ attitudes toward existing and future tourism development in rural communities. Journal of Travel Research, 51(1), 50–67.
Maleki Minbash Razghah. M, Balouchi. H, Farsizadeh. H. (2015). Study of destination image and satisfaction on visit intention of tourists. Journal of Planning and tourism development, 4(12): 11- 33. (in Persian)
Mayer, M., Muller, M., Woltering, M., Arnegger, J., Job, H., (2010). The economic impact of tourism in six German national parks. Landscape and Urban Planning, (97), 73- 82.
Mira, S.A., Karimi Herisi, S., (2013). Impact of Media and Non-Media Advertising on Brand Equity (Case Study Brand Pars Khazar). Journal of business Management. 4(14): 107-126. (in Persian)
Montenegro, A., Huaquin, M., Herrero, P., (2009). The valuation of historical sites: a case study of Valdivia, Chile. Journal of Environmental Planning and Management, (52), 97- 109.
Murry, T. J. Pipino, L.L. Gigach, J. P., (1985). A pilot study of fuzzy set modification of Delphi, Human systems Management, 5 (1), 76-80.
Najjarzadeh, M., Nematolahi, M. (2016). Study of Factors affecting of Rural Tourism Development in order to Sustainability and Development of local communities in Tourism Zones. International Journal of Geography. 14(49): 225-249. (in Persian)
Nicholas, K.N., Thapa, B., Ko, Y.J. (2009). President`s perspectives of a world heritage site.the Pitons Management Area, St.lucia. Annals of Tourism Research, 36(3), 390–412
Rafiei. M; Balochi, H., Nematollahi, Majid., Mottaghi, M (2016). Structural Modeling of knowledge's effect on Performance and product Innovation with Mediator role of Organizational Structure, Scientific Journal management, (4)1: 137-156. (in Persian)
Ranjbarian, B., Zahedi, M. (2009). An introduction to tourism. Chahar Bagh publication. Fifth edition. (in Persian)
Rastghar, A., Siah sarani Kojouri, M.A. (2015). Explanation of personality factors affecting Oniomania with an emphasis on moderator role of keeping up with the Joneses. Journal of Business Management. 7(3): 699-720. (in Persian)
Saei, A., Naeiji, M., Rezaei, M. (2011). Examination of the Relation between Advertiament and Cultural Tourist Attraction in Iran (Case Study: Cultural Tourists of Isfahan). Journal of Historical sociology, 2(4): 1-198. (in Persian)
Sanayei, A., Ghazifard, A., Sobhanmanesh, F., (2011). The Factors Influencing the Development of Radio Frequency Identification Technology in E-Supply Chain Management (Case study: Iran Khodro Industrial Group (IKCO)). Journal of New marketing Research, 1(1): 41-70. (in Persian)
Shackley, M., (2006). Costs and benefits: the impact of cathedral tourism in England. Journal of Heritage Tourism, (1), 133- 141.
Sharpley, R., (2014). Host perceptions of tourism: A review of the research. Tourism Management, (42), 37-49.
Statistical Center of Iran. (2017). Iranian Population and housing census. (in Persian)
Stylidis, D., Terzidou, M., (2014). Tourism and the economic crises in Kavala, Greece. Annals of Tourism Research, (44), 210–226
Terzidou, M., Stylidis, D., Szivas, E., (2008). Residents’ perceptions of religious tourism and its socio-economic impacts on the island of Tinos. Tourism and Hospitality Planning and Development, 5(2), 113–129.
Van Beukering, P., Cesar, J., Janssen, M., (2003). Economic valuation of the Leuser National Park on Sumatra, Indonesia. Ecological Economics, (44), 43-62.
World Tourism Organization, (2009). National and Regional Tourism Planning, Translated by: Mahmoud Abdolahzadeh, Tehran: Iran cultural studies, fourth edition. (in Persian)
Yavari, H., Rajabi, Z., Farbodi Jahromi, M. (2012). Tourism Marketing and services Management. Tehran: Simaye Danesh Publication. (in Persian)
Zargham Boroujeni, H., (2010). Tourism Planning, an Integrated and Sustainable Development Approach. Tehran, Mahkameh Publishing, First edition. (in Persian)
Zargham Borujeni, H., Shalbafian, (2013). National Tourism Policies. Tehran: Mahkameh Publication. First edition. (in Persian)
Ziyaie, M. (2009). Tourism Geography. Tehran, Payam Noor Publication. (in Persian)
_||_