گردشگری و توسعه

گردشگری و توسعه

بازیابی تصویر مقصد و اعتماد مسافران با رسانه‌های اجتماعی پس از بحران کرونا (مورد مطالعه: استان یزد)

نوع مقاله : مقاله پژوهشی

نویسندگان
حامد فلاح تفتی 1
مریم رؤسایی 2
1 دانشیار گروه مدیریت دانشگاه علم و هنر، یزد، ایران.
2 دانشجوی دکتری مدیریت گردشگری، دانشگاه علم و هنر، یزد، ایران
10.22034/jtd.2024.456967.2916
چکیده
بحران‌ها، ازجمله بحران کرونا، بر جوامع تأثیرات عمیقی می‌گذارند و باعث از دست رفتن اعتماد عمومی می‌شوند؛ ازاین‌رو، برنامه‌ریزی و اجرای راهبردهای مناسب برای بازیابی تصویر مقصد و افزایش اعتماد سازمان با استفاده از رسانه‌های اجتماعی بسیار اهمیت دارد. یزد از استان‌هایی است که به‌علت داشتن شرایط اقلیمی متفاوت ممکن است با بحران‌های مختلفی روبه‌رو شود. در چنین شرایطی، سازمان‌ها باید، با استفاده از رسانه‌های اجتماعی، اطلاعات و اقداماتشان را به عموم ارائه دهند تا اعتماد مردم افزایش یابد. پژوهش پیش‌رو با هدف شناسایی عوامل مؤثر بر بازیابی تصویر مقصد و اعتماد سازمان، با استفاده از رسانه‌های اجتماعی، پس از بحران کرونا در استان یزد انجام شده است. پژوهش توصیفی پیمایشی است. نمونۀ آماری پژوهش شامل 65 نفر از گردشگران استان یزد است که به‌صورت غیرتصادفی انتخاب شده‌اند و با آنان مصاحبه شده است. داده‌ها و سناریوها با استفاده از تکنیک‌ نگاشت شناختی فازی تحلیل و مدل پژوهش با استفاده از تحلیل شبکه‌های اجتماعی طراحی شده است. در این راستا، عوامل متعددی دخیل‌اند که از این میان، عوامل تأکید بر اهمیت اطمینان و امنیت مسافران، اطلاع‌رسانی مستمر و روشن درخصوص تغییرات برنامه‌های مسافران و اطلاعات دقیق و به‌روز دربارۀ وضعیت بحران به ترتیب بیشترین اهمیت را دارند؛ زیرا از مرکزیت بیشتری برخوردارند. تأکید بر اهمیت این سه عامل به بهبودی در برقراری ارتباطات و ایجاد احساس اعتماد در بین مسافران از طریق رسانه‌های اجتماعی پس از وقوع بحران و بازیابی تصویر مقصد از منظر مسافران تأثیر چشمگیری دارد.
کلیدواژه‌ها
بازیابی
تصویر مقصد
اعتماد
رسانه‌های اجتماعی
استان یزد
پس از بحران کرونا

عنوان مقاله English

Restoring destination image and traveler trust with social media after a corona crisis (Study case: Yazd province)

نویسندگان English

Hamed Fallah Tafti 1
Maryam Roasaei 2
1 Management Department Associate Professor, Science and Arts university, Yazd, Iran.
2 Tourism Management Ph.D. Candidate, Science and Arts university, Yazd, Iran.
چکیده English

Crises, including the Corona crisis, can have profound effects on societies and cause a loss of public trust. Therefore, it is very important to plan and implement appropriate strategies to restore the image of the destination and increase the trust of the organization using social media. Yazd is one of the provinces that may face various crises due to different climatic conditions. In such a situation, organizations need to present their information and actions to the public by using social media to increase people's trust. The present study was conducted with the aim of identifying the factors influencing the recovery of the destination image and the organization's trust in social media after the crisis in Yazd province. Descriptive research is a survey. The statistical sample of the research included 65 tourists from Yazd province, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the factors emphasizing the importance of passenger safety and security, continuous and clear information regarding changes in passenger plans, and accurate and up-to-date information about the crisis situation were respectively the most important; Because they were more central. Emphasizing the importance of these three factors can have a significant impact on improving communication and creating a sense of trust among travelers through social media after the crisis and restoring the image of the destination from the perspective of travelers.

کلیدواژه‌ها English

Recovery
Destination image
Trust
Social media
Yazd province
After the corona crisis
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