اثر ارائهٔ اطلاعات مقاصد گردشگری در شبکهٔ اجتماعی اینستاگرام در قصد سفر دنبال‌کنندگان (موردمطالعه: کسب‌وکارهای گردشگری)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت صنعتی، دانشکدهٔ مدیریت، اقتصاد و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

2 دانشجوی کارشناسی ارشد، گروه مدیریت صنعتی، دانشکدهٔ مدیریت، اقتصاد و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران

10.22034/jtd.2023.385620.2740

چکیده

امروزه صنعت گردشگری بزرگ‌ترین و متنوع‌ترین صنعت در دنیا به شمار می‌آید. یکی از ابزارهای اصلی این صنعت فنّاوری اطلاعات است که اینستاگرام نیز زیرمجموعهٔ آن است. در سال‌های اخیر، دسترسی میلیون‌ها کاربر در سراسر جهان به شبکهٔ‌ اجتماعی اینستاگرام باعث شده است این رسانه‌ در کانون توجه جوامع و افراد قرار گیرد و از آن برای بازاریابی و گسترش کسب‌وکارها استفاده شود. بدین‌منظور، پژوهش حاضر در پی بررسی تأثیر ارائهٔ اطلاعات مفید مقاصد گردشگری در رسانهٔ اجتماعی اینستاگرام در قصد سفر دنبال‌کنندگان است. پژوهش حاضر از لحاظ هدف کاربردی و از نظر شیوهٔ گردآوری و تحلیل اطلاعات توصیفی از نوع هم‌بستگی است. جامعهٔ آماری پژوهش شامل کلیهٔ فعالان شبکهٔ اجتماعی اینستاگرام است که در صفحات خدمات گردشگری عضو هستند و درمجموع 23۵ نمونه با استفاده از روش نمونه‌گیری دردسترس انتخاب شدند. در این پژوهش، پس از بررسی گستردهٔ ادبیات موضوع، مدل مفهومی تحقیق مشخص و در چهارچوب آن پرسش‌نامه تدوین شد. روایی پرسش‌نامه با استفاده از تحلیل عاملی تأییدی و روایی محتوا و پایایی و متغیرهای آن با استفاده از ضریب آلفای کرونباخ محاسبه و تأیید شد. آن‌گاه، با تجزیه‌وتحلیل داده‌های جمع‌آوری‌شده با استفاده از نرم‌افزار AMOUS دربارهٔ فرضیه‌های تحقیق تصمیم‌گیری شد. مدل اصلی شامل چهار متغیر ارائهٔ اطلاعات مفید، پذیرش اطلاعات، انتشار اطلاعات و قصد سفر است. نتایج این پژوهش نشان داد ارائهٔ اطلاعات مفید گردشگری در بستر اینستاگرام با ضریب ۶۴۹/0 در پذیرش اطلاعات و با ضریب 73۶/0 در انتشار آن تأثیر دارد. همچنین، تأثیر پذیرش اطلاعات در قصد سفر با ضریب ۵۰۰/0 تأیید شد، ولی تأثیر انتشار اطلاعات در قصد سفر تأیید نشد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect Of Providing Information About Tourist Destinations On The Instagram Social Network On The Travel Intention Of Followers (Case Study: Tourism Businesses)

نویسندگان [English]

  • Ali Tizroo 1
  • Marziye Cheraghi 2
1 Assistant Professor, Faculty of Management, Economy and Accounting, Hormozgan Univercity, Bandar-e-Abbas, Iran
2 Faculty of Management, Economy and Accounting, Hormozgan Univercity, Bandar-e-Abbas, Iran.
چکیده [English]

Today, the tourism industry is the largest and most diverse industry in the world. One of the main tools of this industry is information technology, of which Instagram is also a subset. In recent years, the access of millions of users around the world to the Instagram social network has made this media the center of attention of communities and individuals, and it is used for marketing and expanding businesses. For this purpose, the present study aims to investigate the effect of providing useful information about tourist destinations on Instagram social media on the travel intention of followers. The current research is applied in terms of its purpose and in terms of the method of collecting and analyzing descriptive data of correlation type. The statistical population of the research includes all Instagram social network activists who are members of tourism service pages, and a total of 235 samples were selected using the available sampling method. In this research, after a wide review of the literature on the subject, the conceptual model of the research was defined and a questionnaire was formulated in its framework. The validity of the questionnaire was calculated and verified using confirmatory factor analysis and content validity and reliability and its variables using Cronbach's alpha coefficient. Then, the research hypotheses were decided by analyzing the collected data using AMOUS software. The main model includes four variables: provision of useful information, acceptance of information, dissemination of information and travel intention. The results of this research showed that the provision of useful tourism information on Instagram platform has an effect of 0.649 on information acceptance and 0.736 on its dissemination. Also, the effect of information acceptance on travel intention was confirmed with a coefficient of 0.500, but the effect of information dissemination on travel intention was not confirmed.

کلیدواژه‌ها [English]

  • Providing information
  • tourism
  • travel intention
  • Instagram

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