بررسی تأثیر تصویر شناختی و احساسی در وفاداری با توجه به نقش میانجی رضایت گردشگران (مطالعهٔ موردی: کلیهٔ گردشگران هتل‌های شهر ساری)

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مدیریت، دانشگاه پیام نور، تهران، ایران

10.22034/jtd.2022.256192.2169

چکیده

صنعت گردشگری امروزه به اصلی‌ترین رکن اقتصادی و خدماتی جهان تبدیل ‌شده است، به‌نحوی ‌که بسیاری از کارشناسان توسعه از این صنعت به‌منزلهٔ محور توسعهٔ پایدار یاد می‌کنند. با توجه به این رویکرد مقالهٔ حاضر که ایجاد تصویر مناسب از منطقهٔ گردشگری در ذهن گردشگر امکان بازدید مجدد او را از آن منطقه بیشتر می‌کند و می‌تواند مدیران این صنعت را در رسیدن به اهداف اقتصادی خود در زمینهٔ جذب گردشگر یاری کند، هدف اصلی این مقاله بررسی تأثیر تصویر شناختی و احساسی در وفاداری با توجه به نقش میانجی رضایت کلیهٔ گردشگران هتل‌های شهر ساری بوده است. در روش گردآوری داده‌ها، اجرای پرسش‌نامه بر روی 374 نفر از افرادی که به هتل‌های شهر ساری آمده بودند و نمونه‌گیری به روش نمونه‌گیری در دسترس انجام شده است. داده‌های جمع‌آوری‌شده با استفاده از تکنیک مدل‌یابی معادلات ساختاری و نرم‌افزارهای SPSS و LISREL تحلیل ‌شده‌اند. نتایج به‌دست‌آمده حاکی از آن است که تأثیر مثبت و معناداری بین تصویر شناختی و تصویر احساسی و رضایت و وفاداری گردشگران وجود دارد. ازاین‌رو، اهمیت دادن و سرمایه‌گذاری بر روی عواملی که می‌توانند در ایجاد تصاویر مناسب از مناطق گردشگری در ذهن گردشگر نقش بسزایی داشته باشند ضروری است.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect Of Cognitive And Emotional Image On Loyalty According To The Mediating Role Of Tourist Satisfaction

نویسنده [English]

  • Abbas Ahmadi
Assistant Professor of Department of Management, Payame Noor University, Tehran, Iran
چکیده [English]

The tourism industry has become one of the main economic and service pillars of the world. As many development experts refer to this industry as the axis of sustainable development. This article with the approach that creating a proper image of the tourist area in the mind of the tourist increases the possibility of his re-visiting that area and can help the managers of this industry in achieving their economic goals in attracting tourists. The main purpose of this study was to investigate the effect of cognitive and emotional imagery on loyalty with respect to the mediating role of satisfaction of all hotel tourists in Sari. The questionnaire was administered to 374 people who had come to hotels in Sari and sampling was done by available sampling method. The collected data were analyzed using structural equation modeling technique and SPSS and LISREL software. The results indicate that there is a positive and significant effect between the cognitive image and the emotional image and the satisfaction and loyalty of tourists. Therefore, it is necessary to pay attention and invest in factors that can play an important role in creating appropriate images of tourist areas in the mind of the tourist.

کلیدواژه‌ها [English]

  • Cognitive and emotional image
  • loyalty
  • tourist satisfaction

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