بررسی تأثیر تجربیات واقعیت مجازی در هواخواهی تجربی گردشگران در بازدید از پارک واقعیت مجازی اکسون

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه آزاد اسلامی تهران شمال، تهران، ایران.

2 دانشیار، دانشکدۀ مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران

3 دکتری مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه آزاد اسلامی تهران شمال، تهران، ایران

چکیده

پیشرفت‌ها در فنّاوری واقعیت مجازی تأثیرات فزاینده‌ای در گردشگری داشته و شیوۀ تجربۀ گردشگران از یک مقصد یا جاذبه را تغییر داده است و به آن‌ها این امکان را داده تا تجربۀ تعاملی و متنوع‌تری داشته باشند. هدف از پژوهش حاضر، بررسی تأثیر تجربیات واقعیت مجازی در هواخواهی تجربی گردشگران با نقش میانجیگری کیفیت رابطۀ تجربی در بازدید از پارک واقعیت مجازی اکسون در شهر مشهد است. این پژوهش، از نظر هدف کاربردى، از نظر شیوۀ جمع‌آوری اطلاعات پیمایشى و به لحاظ بررسى روابط بین متغیرها، هم‌بستگى با تأکید بر مدل‌سازی معادلات ساختاری است. به‌منظور دستیابی به هدف پژوهش، داده‌های با استفاده از پرسش‌نامۀ استاندارد ـ که روایى آن از نظر صاحب‌نظران و پایایى آن به روش آلفای کرونباخ تأیید شده است ـ از 384 گردشگر، که از پارک واقعیت مجازی اکسون بازدید کرده‌اند، به روش نمونه‌گیری دردسترس جمع‌آوری شد. نتایج آزمون فرضیه‌ها، با به‌کارگیری نرم‌افزارهای اس‌پی‌اس‌اس و اسمارت پی‌ال‌اس، حاکى از آن است که در میان تجربیات واقعیت مجازی، غوطه‌وری، تعامل و توهم در رضایت تجربی تأثیر مثبت دارد و رضایت تجربی به‌صورت مستقیم و غیرمستقیم از طریق وفاداری تجربی در هواخواهی تجربی تأثیر مثبت دارد. درنهایت اعتماد تجربی نه به‌صورت مستقیم، بلکه از طریق وفاداری تجربی سبب شکل‌گیری هواخواهی تجربی می‌شود. نتایج این تحقیق همچنین به مدیریت پارک و مقصد گردشگری در توسعه و اجرای راهبردهای خدمات‌محور بازار کمک خواهد کرد تا ابعاد تجربیات واقعیت مجازی و ابعاد کیفیت رابطۀ تجربی را افزایش دهد و هواخواهی تجربی را خلق کند.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Virtual Reality Experiences on the Experiential Advocacy of Tourists Visiting Axon Virtual Reality Park

نویسندگان [English]

  • Davood Ghorbanzadeh 1
  • Mohammad Taleghani 2
  • Atena Rahehagh 3
1 PhD Student in Business Management, Faculty of Management, Islamic Azad University Tehran North Branch, Tehran, Iran
2 Associate Professor, Department of Industrial Management, Islamic Azad University of Rasht Branch, Rasht, Iran
3 PH.D in Business Management, Faculty of Management, Islamic Azad University of North Tehran Branch, Tehran, Iran
چکیده [English]

Advances in virtual reality technology have had an increasing impact on tourism, changing the way tourists experience a destination or attraction, allowing them to have a more interactive and diverse experience. Therefore, the purpose of the present study was to investigate the effect of virtual reality experiences on tourists' experiential advocacy with the mediating role of experiential relationship quality in visiting Axon virtual reality park in Mashhad. This research is descriptive and of the correlational type with emphasis on structural equation modeling. In order to achieve the purpose of the study, data were collected using a standard questionnaire whose validity was confirmed by experts and its reliability by Cronbach's alpha method; The 384 tourists who visited Axon Virtual Reality Park were collected by convenience sampling method. The results of testing hypotheses using SPSS and SmartPLS software indicate that among virtual reality experiences, immersion, interaction and illusion positively influence experiential satisfaction and experiential satisfaction directly and indirectly through experiential loyalty has a positive effect on experiential advocacy. Finally, experiential trust, not directly, but through experiential loyalty, creates experiential advocacy. The results of this study will also assist park and destination management in developing and implementing market-oriented service strategies to increase the dimensions of virtual reality experiences and the dimensions of experiential relationship quality and create experiential advocacy

کلیدواژه‌ها [English]

  • virtual reality experiences
  • experiential relationship quality
  • experiential advocacy
  • Axon park

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گردشگری و توسعه
دوره 10، شماره 3 - شماره پیاپی 28
پاییز
مهر 1400
صفحه 181-200

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