ساخت و اعتباریابی مقیاس وفاداری به مقصد گردشگری

نوع مقاله : مقاله پژوهشی

نویسنده

دانشجوی دکتری، گروه مدیریت جهانگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

چکیده

وفاداری گردشگران به یک مقصد، هم به عنوان راهبرد رهبری و هم به عنوان کشتی نجات در ذهن مدیران یک مقصد نقش بسته است. ساخت و اعتباریابی مقیاس «وفاداری به مقصد» هدف پژوهش حاضر است. پژوهش حاضر با رویکرد اثبات‌گرایی و مبتنی بر مدل‌سازی معادلات ساختاری انجام شده است. جامعه‌ی آماری پژوهش، شامل گردشگرانی است که در یک سال اخیر، حداقل سه بار در مقصد گردشگری «الف» حضور داشتند. حجم نمونه از طریق دستورالعمل مربوطه،‌ 340 نفر برآورد گردید و روش نمونه-گیری دردسترس بود. در جمع‌آوری داده‌ها از پرسشنامه‌ی الکترونیکی استفاده شد. در تحلیل داده‌ها از تحلیل عاملی اکتشافی و تاییدی به وسیله‌ی نرم‌افزارهای SPSS26 و لیزرل 8/8 استفاده شد. پس از تحلیل عاملی اکتشافی 17 معیار وفاداری به مقصد که از ادبیات استخراج گردیده بود، 4 عامل تعیین و نام‌گذاری شدند که شامل: «تمجید‌گری و ثابت‌قدمی برای مقصد با 5 گویه»، «برتر‌بینی مقصد با 5 گویه»، «وابستگی به مقصد با 4 گویه» و «ایثارگری برای مقصد با 3 گویه» می‌باشند. سپس تحلیل عاملی مرتبه-ی اول و دوم انجام شد که نتایج مورد تایید و مطلوب بود. با توجه به مجموع تحلیل‌ها و یافته‌ها می‌توان به این نتیجه رسید که مقیاس وفاداری به مقصد از پایایی و روایی مطلوبی در جامعه گردشگران مورد بررسی، برخوردار بوده است. تمایز این مقیاس با مقیاس‌های پیشین در توجه به رفتار وفاداری و نه فرآیند وفادارسازی، ذهنی-عینی بودن مقیاس و قابلیت طرح گونه‌شناسی و بخش‌بندی بازار مبتنی بر این مقیاس است.

کلیدواژه‌ها

عنوان مقاله [English]

Constructing and Validating of Destination Loyalty Scale

نویسنده [English]

  • Seyyed Mohammad Mirtaghian Rudsari
PhD Student, Department of Tourism Management, Faculty of Management & Accounting, Allame Tabataba’i University, Tehran, Iran.
چکیده [English]

Tourists’ loyalty to a destination is carved in mind of destination managers both as a leadership strategy and as a ship of salvation. also, the purpose of this paper is Constructing and Validating of Destination Loyalty Scale. The study was conducted with a positivist approach based on structural equation modeling. The statistical population of the research includes the tourists who have been to the “A” tourism at least three times in the last year. The sample size was estimated to be 340 according to the relevant guidelines and the sampling method was non-random convenience sampling. Data calculated by electronic questionnaires. Data were analyzed through exploratory and confirmatory factor analysis by SPSS26 and Lisrel 8.8 . with a study of literature, 17 criteria for loyalty to the destination were extracted. After the EFA analysis of criteria, were identified and named 4 factors that include: “Praising and stayers to the destination” with 5 items, “Superiority of destination” with 5 items, “Dependency on destination” with 4 items and “Sacrificing for the destination” with 3 items. Then the first and second-order factor analysis was performed and the results were acceptable and desirable. Based on the analysis and findings, it can be concluded that the destination loyalty scale has good reliability and validity in the surveyed tourist. The difference between this scale and previous scales is that instead of emphasizing the loyalty process, it emphasizes loyalty behavior, it is a subjective-objective scale and also, it has the ability to design typology and market segmentation.

کلیدواژه‌ها [English]

  • Destination Loyalty
  • Tourism
  • Constructing and Validating of Scale

مراجع

میرتقیان ‏رودسری، سیدمحمد (1398). «آسیب ‏شناسی کاربرد مدل‌سازی معادلات ساختاری در پژوهش‌های گردشگری ایرانی». گردشگری و توسعه، دورۀ 8، شمارۀ 3، 124-146.
Almeida-Santana, A., & Moreno-Gil, S. (2018). “Understanding tourism loyalty: Horizontal vs. destination loyalty”. Tourism Management, 65, 245-255.
Back, K., Parks, S. C. (2003). “A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction”. Journal of Hospitality and Tourism Research, 27(4), 419-435.
Backman, S. J., & Crompton, J. L. (1991a). “The Usefulness of Selected Variables for Predicting Activity Loyalty”. Leisure Sciences, 13, 205-220.
Backman, S. J., & Crompton, J. L. (1991b). “Differentiating Between High, Spurious, Latent, and Low Loyalty Participants in Two Leisure Activities”. Journal of Park and Recreation Administration, 9(2), 1-17.
Baloglu, S. (2001). “An investigation of a loyalty typology and the multidestination loyalty of international travelers”. Tourism Analysis, 6(1), 41-52.
Blazquez-Resino, J. J., Gutiérrez-Broncano, S., & Arias-Oliva, M. (2020). “Proposal for Lines of Research into Consumer Behavior: Examples in the Tourism Industry”. Frontiers in Psychology,  11, Art. 64,  https://doi.org/10.3389/fpsyg.2020.00064
Campón, A. M., Alves, H., & Hernández, J. M. (2013). “Loyalty measurement in tourism: A theoretical reflection”. In Á., Matias, P., Nijkamp & M., Sarmento (Eds.). Quantitative Methods in Tourism Economics (pp. 13-40). Physica, Heidelberg.
Chi, S. J. (2015). “The Tourist-based Formation of Destination Loyalty from the Perspective of Qualitative Research Approach”. International Conference of Tourism Travel and Research Association: Advancing Tourism Research Globally, June 15-17, Portland, Oregon.
Copeland, M. T. (1923). “The relation of consumers’ buying habits to marketing methods”. Harvard Business Review, 1(3), 282-289.
Cossío-Silva, F. J., Revilla-Camacho, M. Á., & Vega-Vázquez, M. (2019). "The tourist loyalty index: A new indicator for measuring tourist destination loyalty?". Journal of Innovation & Knowledge, 4(2), 71-77.
Day, G. S. (1969). “A Two Dimensional Concept of Brand Loyalty”. Journal of Advertising Research, 9, 29-35.
Dick, A. S., & Basu, K. (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework”. Journal of the Academy of Marketing Science, 22, 99-113.
Evanschitzky, H., & Wunderlich, M. (2006). “An examination of moderator effects in the four-stage loyalty model”. Journal of Service Research, 8(4), 330-345.
Gallarza, M. G., & Saura, I. G (2006). “Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behavior”. Tourism Management, 27(3), 437–452.
Gursoy, D. S., Chen, J., & Chi, C. (2014). “Theoretical examination of destination loyalty formation”. International Journal of Contemporary Hospitality Management, 26(5), 809-827.
Han, H. (2009). Emotions and Switching Barriers in Full-service Restaurants. VDM Publishing House, Saarbrucken, Germany.
Han, H., Back, K., & Barrett, B. (2009). “Influencing factors on restaurant customers’ revisit intention: the roles of emotions and switching barriers”. International Journal of Hospitality Management, 28(4), 563-572.
Han, H., Kim, Y., & Kim, E. K. (2011). “Cognitive, affective, conative, and action loyalty: Testing the impact of inertia”. International Journal of Hospitality Management, 30(4), 1008-1019.
Janga, S., & Fengb, R. (2007). “Temporal destination revisit intention: The effects of novelty seeking and satisfaction”. Tourism Management, 28, 580-590.
Jarvis, L. P., & Mayo, E. J. (1986). “Winning the market-share game”. Cornell Hotel and Restaurant Administration Quarterly, 27(3), 72-79.
Kim, W., & Han, H. (2008). “Determinants of restaurant customers’ loyalty intentions: a mediating effect of relationship quality”. Journal of Quality Assurance in Hospitality and Tourism, 9(3), 218-238.
Laškarin Ažić, M., Dlačić, J., & Suštar, N. (2020). “Loyalty trends and issues in tourism research”. Tourism and Hospitality Management, 26(1), 133-155.
Lee, J. S., & Back, K. J. (2008). “Attendee-based brand equity”. Tourism Management, 29, 331-344.
Lee, J., Hsu, L., Han, H., & Kim, Y. (2010). “Understanding how consumers view green hotels: how a hotel’s green image can influence behavioral intentions”. Journal of Sustainable Tourism, 18(7), 901-914.
Li, X. Petrick, & J. F. (2009). “What Determines Tourist Loyalty? In Search of a Theoretical Explanation”. In M. Kozak, & A. Decrop, (Eds.). Handbook of tourist behavior: Theory & practice (pp. 159-173). New York: Routledge.
Liebrich, A., Lutzenberger, M., Brözel, C., & Amstad, O. (2014). “E-Loyalty in Travel and Tourism: Results from a representative survey in Germany, USA and UK–Study for the World Tour-ism Forum Lucerne 2013”. ITW Working Paper Series-Institut für Tourismuswirtschaft, Hochschule Luzern, (1/2014).
McKercher, B., Denizci-Guillet, B., & Ng, E. (2012). “Rethinking Loyalty”. Annals of Tourism Research, 39(2), 708-734.
Meleddu, M., Paci, R., & Pulina, M. (2015). “Repeated behaviour and destination loyalty”. Tourism Management, 50, 159-171.
Michalska-Dudek, I. (2014). “Multidimensionality and Determinants of Consumer Loyalty in Tourist Services”. Folia Turistica, 33, 83-106.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill, New York.
Oliver, R. L. (1999). “Whence Consumer Loyalty?”. Journal of Marketing, 63(4), 33-45.
Oppermann, M. (1999). “Predicting destination choice—A discussion of destination loyaltyl. Journal of Vacation Marketing, 5(1), 51-65.
Oppermann, M. (2000). “Tourism destination loyalty”. Journal of Travel Research, 39(1), 78-84.
Pritchard, M. P., & Howard, D. R. (1997). “The Loyal Traveler: Examining a Typology of Service Patronage”. Journal of Travel Research, 35(4), 2-10.
Pritchard, M. P., Howard, D. R., & Havitz, M. E. (1992). “Loyalty measurement: A critical examination and theoretical extension”. Leisure Sciences, 14(2), 155-164.
Ruekert, R. W., & Churchill Jr, G. A. (1984). “Reliability and Validity of Alternative Measures of Channel Member Satisfaction”. Journal of Marketing Research, 21, 226-33.
Rundle-Thiele, S. (2005). “Exploring loyal qualities: Assessing survey-based loyalty measures”. Journal of Services Marketing, 19(7), 492-500.
Selin, S. W., Howard, D. R., Udd, E., & Cable, T. T. (1988). “An analysis of consumer loyalty to municipal recreation programs”. Leisure Sciences, 10(3), 217-223.
Teo, C. B. C., Khan, N. R. M., & Rahim, F. H. A. (2014). “Understanding cultural heritage visitor behavior: the case of Melaka as world heritage city”. Procedia-Social and Behavioral Sciences, 130, 1-10.
Velázquez, B. M., Saura, I. G., & Molina, M. E. R. (2011). “Conceptualizing and measuring loyalty: Towards a conceptual model of tourist loyalty antecedents”. Journal of Vacation Marketing, 17(1), 65-81.
World Tourism Organization (UNWTO). (2019). Tourism Highlight 2018, Retrieved from: [https://www.e-unwto.org/doi/pdf/10.18111/9789284421152] (Accessed 1 September. 2019).
Yi, X., Lin, V. S., Jin, W., & Luo, Q. (2017). “The Authenticity of Heritage Sites, Tourists’ Quest for Existential Authenticity, and Destination Loyalty”. Journal of Travel Research, 56(8), 1032-1048.
Yüksel, A., & Yüksel, F. (2007). “Shopping risk perceptions: effects on tourists’ emotions, satisfaction and expressed loyalty intentions”. Tourism Management, 28(3), 703-713.
Yüksel, A., Yüksel, F., & Bilim, Y. (2010). “Destination attachment: effects on customer satisfaction and cognitive, affective and conative loyalty”. Tourism Management, 31, 274-284.
گردشگری و توسعه
دوره 10، شماره 1 - شماره پیاپی 26
بهار
فروردین 1400
صفحه 159-172

فایل ها

هم رسانی

ارجاع به این مقاله

آمار