تأثیر استفاده از واقعیت مجازی در عصر کرونا بر افزایش تعداد گردشگران بین‌المللی در دورۀ پساکرونا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 استادیار دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران، ایران

3 کارشناس ارشد مدیریت جهانگردی دانشگاه نور، تهران

10.22034/jtd.2020.253712.2153

چکیده

در عصر کرونا، بسیاری از صنایع جهان فنّاوری واقعیت مجازی را به خدمت گمارده و از آن بسیار بهره برده‌اند. صنعت گردشگری نیز از این امر مستثنا نبوده است و به کمک آن توانسته قابلیت گردشگری با استفاده از واقعیت مجازی را خلق کند. در تحقیق پیش‌رو تأثیرات گردشگری با واقعیت مجازی در عصر کرونا بر توسعة گردشگری واقعی در عصر پساکرونا با توجه به نقش تعدیل‌گری بازدیدکننده‌ها (افرادی که قبلاً از مقصد بازید کردند) و غیربازدیدکننده‌ها (افرادی که قبلاً از مقصد بازید نکردند) بررسی شده است. حجم نمونه، با استفاده از فرمول کوکران، 384 نفر تعیین شده است که با روش نمونه‌گیری غیرتصادفیِ در دسترس گزینش شده‌اند. تحلیل‌های آماری نیز در دو بخش آمار توصیفی و آمار استنباطی با روش تحلیل مسیر و مدل‌یابی معادلات ساختاری انجام شده است. جامعة آماری پژوهش، کاربران شبکه‌های اجتماعی اینستاگرام و فیسبوک در کشورهای آلمان و فرانسه‌اند. یافته‌های پژوهش حاکی از آن است که گردشگری با استفاده از واقعیت مجازی در عصر کرونا در افزایش تعداد گردشگران واقعی در عصر پساکرونا تأثیر مثبت معناداری دارد. همچنین نتایج نشان می‌دهد که گردشگری با استفاده از واقعیت مجازی در عصر کرونا به‌نوعی نقش بازاریابی و تبلیغات را برای مقصدهای گردشگری در عصر پساکرونا ایفا می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of using virtual reality in the Corona era on increasing the number of international tourists - in the post-Corona era

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Zahra Nadalipour 2
  • maryam Mukhtar Jozani 3
1 Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
2 Assistant Professor of Tourism, University of Science and Culture, Tehran, Iran
3 Master of Tourism Management, Payame Noor University
چکیده [English]

In the age of Corona, many industries around the world have adopted and benefited greatly from virtual reality technology. The tourism industry is no exception to this and with its help has been able to create tourism capabilities using virtual reality. The present study investigates the effects of virtual reality tourism in the Corona era on the development of real tourism in the post-Corona era with respect to the moderating role of visitors (people who have already visited the destination) and non-visitors (people who have not visited the destination before). The sample size was determined using Cochran's formula, 384 people who were selected using non-random sampling method. Statistical analyzes have been performed in two sections of descriptive statistics and inferential statistics using path analysis and structural equation modeling. The statistical population of the study is users of social networks Instagram and Facebook in Germany and France. Findings indicate that tourism using virtual reality in the Corona era has a significant positive effect on increasing the number of real tourists in the post-Corona era. The findings also showed that tourism using virtual reality in the Corona era plays a role in marketing and advertising for tourism destinations in the post-Corona era.

کلیدواژه‌ها [English]

  • Tourism
  • Virtual Reality
  • corona virus
  • hedonic motivation system acceptance model
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