تدوین الگوی خلق مشترک ارزش مقصد گردشگری با تمرکز بر نقش تعدیلگر ویژگی‌های شخصیتی گردشگر (مطالعۀ موردی: مقاصد منتخب گردشگری ایران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران.

2 دانشیار، گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران

3 دانشیار، گروه مدیریت، دانشگاه اصفهان، اصفهان، ایران.

چکیده

یکی از مهم‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌ترین مشکلات مقاصد گردشگری ایران این است که بخش قابل‌توجهی از خدمات و محصولاتی که در مقاصد ارائه می‌شود مطابق خواست و نیاز گردشگران نیست، درحالی‌که مقاصد گردشگری باید، برای ارائۀ ارزش بیشتر و کسب مزیت رقابتی بلندمدت، از راه‌‌حل‌های متناسب با تقاضای گردشگران بهره برد. لذا، هدف این پژوهش، تدوین الگوی خلق مشترک ارزش مقاصد منتخب گردشگری با تمرکز بر نقش تعدیلگر ویژگی‌های شخصیتی گردشگر است. جامعۀ آماری پژوهش گردشگران داخلی در ایران هستند. به‌منظور جمع‌آوری داده‌ها، ابتدا از نمونه‌گیری هدفمند برای انتخاب استان‌ها و شهر‌های گردشگری و سپس از نمونه‌گیری غیرتصادفی در دسترس برای پرسش از گردشگران شهرهای منتخب (اصفهان، شیراز، تهران، مشهد، رشت و ساری) استفاده شد. داده‌ها از خرداد تا اسفند 1398 و به‌وسیلۀ پرسش‌نامۀ محقق‌ساخته جمع‌آوری و روایی محتوا (صوری) و پایایی آن (با آلفای کرونباخ 92 درصد) تأیید شد. درنهایت، 495 پرسش‌نامۀ قابل‌قبول برای تجزیه‌وتحلیل با روش مدل‌سازی معادلات ساختاری استفاده شد. براساس نتایج، مهم‌ترین عوامل مؤثر در خلق مشترک ارزش در مقصد شامل تجربۀ مقصد، دلبستگی به مقصد و تصویر مقصد است. همچنین، ویژگی‌های شخصیتی گردشگر در رابطۀ بین دلبستگی به مقصد و خلق مشترک ارزش در مقصد و تصویر مقصد و خلق مشترک ارزش در مقصد نقش تعدیلگر دارد. براساس نتایج، عاملان صنعت گردشگری می‌توانند، با تعامل مناسب با گردشگران، تجربیات خاطره‌انگیزی برای آنان خلق کنند و ذهنیت آنان درخصوص مقصد را تغییر دهند.

کلیدواژه‌ها


عنوان مقاله [English]

Developing a Model of Destination Value Co-creation by Focusing on the Role of the Tourist Personality Traits as a Moderator: Case Study of Selected Destinations in Iran

نویسندگان [English]

  • Javad Rezaei Hajiabadi 1
  • Majid Mohammad shafiee 2
  • ali kazemi 3
1 PhD student in Business Management, Department of Management, University of Isfahan, Isfahan, Iran.
2 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran
3 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran
چکیده [English]

 
One of the most important challenges of Iran's tourism destinations is that the services and products provided in the destinations are not in accordance with the wishes and needs of tourists. Although, tourist destinations must have solutions tailored to the demands of tourists in order to provide more value and gain a long-term competitive advantage. The aim of this study is to develop a model for value co-creation of tourism destinations by focusing on the role of the tourist personality traits as a moderator. The statistical population of the study is domestic tourists in Iran. In order to collect data, first purposive sampling was used to select tourism provinces and cities and then convenience non-random sampling method was used to ask tourists from selected cities (Isfahan, Shiraz, Tehran, Mashhad, Rasht, and Sari). Data were collected between June 2019 to February 2019 by a researcher-made questionnaire, which its Content (Face) validity and reliability (with Cronbach's alpha 92%) were confirmed. Finally, 495 suitable questionnaires were used for analysis with structural equation modeling method. Based on the results, the important factors that affect the destination value co-creation include destination experience, destination engagement and destination image. In addition, the tourist personality traits have a moderating role on the relationship between destination engagement and destination value co-creation, and destination image and destination value co-creation. According to the results, tourism industry actors can create memorable experiences for tourists by creating appropriate interaction with them and change their mentality about destinations

کلیدواژه‌ها [English]

  • Value Co-creation
  • Destination Experience
  • Destination Engagement
  • destination image
  • and Tourist Personality Traits
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