توسعهٔ مقصد گردشگری با تأکید بر شناسایی ابعاد اعتماد گردشگران با رویکرد ترکیبی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

2 استادیار گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

3 استادیار گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

4 استاد گروه جغرافیا، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران.

10.22034/jtd.2021.299430.2413

چکیده

هدف این پژوهش توسعهٔ مقیاسی برای اندازه‌گیری اعتماد گردشگران به استان گیلان به‌منزلهٔ یکی از جذاب‌ترین مقاصد گردشگری کشور با استفاده از روش تحقیق آمیخته است. داده‌های بخش کیفی با استفاده از مصاحبه‌های نیمه‌ساختاریافته از دوازده نفر از خبرگان دانشگاهی، سیاست‌گذاران و برنامه‌ریزان حوزهٔ گردشگری جمع‌آوری شد. تحلیل داده‌ها به‌کمک نظریهٔ داده‌بنیاد کلاسیک در دو مرحلهٔ کدگذاری بنیادی و نظری به استخراج 48 مفهوم، 19 مقولهٔ فرعی و درنهایت 6 مقولهٔ اصلی اعتماد به مدیریت مقصد گردشگری، آژانس‌های خدمات مسافرتی، کارکنان مراکز ارائه‌دهندهٔ خدمات گردشگری، ساکنان مقصد گردشگری، سایر گردشگران و محتوای فضای مجازی به‌منزلهٔ ابعاد تشکیل‌دهندهٔ اعتماد در صنعت گردشگری منجر شد. در مرحلهٔ کمّی نیز، بر مبنای مؤلفه‌های استخراج‌شده، پرسش‌نامه‌ای تنظیم و به 389 نفر از گردشگران بازدیدکننده از شهرهای گوناگون استان گیلان داده و اعتبار مدل با استفاده از تحلیل عاملی اکتشافی و تأییدی بار دیگر تأیید شد.

کلیدواژه‌ها


عنوان مقاله [English]

Tourism Destination Development with Emphasis on Identifying the Dimensions of Tourist Trust with A Combined Approach

نویسندگان [English]

  • Somayeh Esmaeilzadeh 1
  • narges delafrooz 2
  • Ali Gholipour solaimani 3
  • Nasrolah Molayi hashjin 4
1 PhD Student, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
3 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
4 Professor, Department of Geography, Rasht Branch, Islamic Azad University, Rasht, Iran.
چکیده [English]

The purpose of this study was to develop a scale to measure the tourists trust in Guilan province as one of the most attractive tourist destinations in the country using the mixed method research. Qualitative data were collected using semi-structured interviews from twelve of academic experts, policy makers and tourism planners. Data analysis with the help of classic grounded theory, in two stages of substantive and theoretical coding leads to the extraction of 48 concepts, 19 sub-categories and finally 6 main categories of trust in tourism destination management, travel service agencies, employees of tourism service providers, residents of tourist destinations, other tourists and cyberspace content; as a constituent dimension of trust in the tourism industry. In the quantitative stage, based on the extracted components, a questionnaire was prepared and given to 389 tourists visiting different cities of Guilan province, and the validity of the model was confirmed once again using exploratory factor and confirmatory factor analysis.

کلیدواژه‌ها [English]

  • Tourism
  • Trust
  • Tourists' Trust
  • Guilan Province
  • Mixed Approach
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