نقش نوآوری و رضایتمندی بر بهزیستی ذهنی و قصد رفتاری در گردشگری واقعیت مجازی در شرایط شیوع کرونا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی گروه آموزشی مدیریت دولتی و کار آفرینی دانشکده مدیریت و حسابداری علامه طباطبایی

2 دانشجوی کارشناسی ارشد مدیریت کیفیت، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی

10.22034/jtd.2020.244434.2110

چکیده

با شیوع ویروس‌ کرونا، موضوع گردشگری مجازی یکی از مباحث مهم در صنعت گردشگری به شمار می‌آید. با گسترش این بیماری و متأثرشدن صنعت گردشگری از شرایط جدید، اهمیت توجه به گردشگری واقعیت مجازی (VR) بیش‌از‌پیش مشخص شده است. با توجه به این‌که تاکنون پژوهش‌های اندکی در این حوزه انجام شده است، به‌منظور تبیین شرایط کرونایی، بر‌اساس روش پژوهش جدید، سناریوهایی که فرد در آن موقعیت قرار‌گرفته و بر‌اساس آن استنباط خود را ارائه کرده بیان شده است. در پژوهش حاضر، با استفاده از نظریه‌های انتشار نوآوری و آزمون آن، تأثیر نوآوری و رضایتمندی در بهزیستی ذهنی و قصد رفتاری در گردشگری واقعیت مجازی در ‌شرایط کرونا بررسی شده است. همچنین نقش تعدیل‌کنندة آمادگی فنّاوری گردشگری مجازی بین رفاه ذهنی و قصد رفتاری نیز بررسی شده است. داده‌های این پژوهش کاربردی، بر‌اساس روش توصیفی ـ پیمایشی با مشارکت ۱۴۱ نفر از افرادی که دست‌کم یک‌بار سابقة استفاده از فعالیت‌های واقعیت مجازی را داشتند‌، با رویکرد نمونه‌گیری در دسترس از طریق راه‌های ارتباطی مجازی فعال در این حوزه گردآوری شده است. داده‌های جمع‌آوری‌شده، با استفاده از معادلات ساختاری و به‌کار‌گیری روش حداقل مربعات جزئی (PLS) مدل‌سازی شدند. نتایج نشان داد بهزیستی ‌ذهنی تحت‌تأثیر ویژگی‌های انتشار نوآوری و ویژگی‌های استفاده و رضایتمندی قرار دارد. همچنین نقش تعدیل‌گری آمادگی فنّاوری پذیرفته نشده است. گفتنی است برای اولین‌بار در ‌کشور، مدیران برنامه‌ریز در صنعت گردشگری و فنّاوری ارتباطات می‌توانند از این نتایج استفاده کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Innovation and Satisfaction on Mental Well-Being and Behavioral Intention in Virtual Reality Tourism in Corona Outbreaks

نویسندگان [English]

  • Mohsen Motiei 1
  • amir mohammad khani 2
1 Faculty of Public Administration and Entrepreneurship, Allameh Tabatabai School of Management and Accounting
2 Graduste Student of Quality Management, College of Management and Accounting, Allameh Tabataba’i University
چکیده [English]

With the outbreak of Corona virus, the issue of virtual tourism is one of the most important issues in the tourism industry, and with the spread of this disease and the impact of the tourism industry on new conditions, the importance of paying attention to virtual reality (VR) tourism became more and more clear. Given that little research has been done in this area so far; In order to explain the coronary conditions based on a new research method, scenarios are defined in which the person is in that situation and based on which he presents his inference. With the help of innovation dissemination theories and testing it, the effect of innovation and satisfaction on mental well-being and behavioral intention in virtual reality tourism in Corona was investigated. The moderating role of virtual tourism technology readiness between mental well-being and behavioral intention was also examined. The data of this applied research have been collected based on a descriptive survey method with the participation of 141 people who have at least once used virtual reality activities, with a sampling approach available through virtual communication channels active in this field. The collected data were modeled using structural equations and partial least squares (PLS) method. The results show that mental well-being is influenced by the dissemination characteristics of innovation and the characteristics of use and satisfaction. Also, the moderating role of technology readiness is not accepted, and these results can be used by planning managers in the tourism and communication technology industry .

کلیدواژه‌ها [English]

  • Virtual Tourism
  • Coronavirus
  • Dissemination of innovation
  • mental well-being
  • use and satisfaction
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