پیشایندها و پیامدهای شیفتگی گردشگر

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی، دانشگاه آزاد اسلامی، واحد تبریز، تبریز، آذربایجان شرقی، ایران.

2 استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی، واحد تبریز، تبریز، آذربایجان شرقی، ایران .

3 استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی واحد تبریز، تبریز، آذربایجان شرقی، ایران.

4 استاد و عضو هیئت علمی دانشگاه تبریز، تبریز، آذربایجان شرقی، ایران.

10.22034/jtd.2021.302744.2439

چکیده

پژوهش حاضر[1] با هدف ارائهٔ مدلی برای شیفتگی گردشگر با تأکید بر پیشایندها و پیامدهای آن انجام شده است. روش پژوهش، از نظر هدف، کاربردی و از نظر گردآوری داده‌های پژوهش، توصیفی از نوع پیمایشی است. جامعهٔ آماری تحقیق شامل گردشگران ایرانی است که در سال ۱۳۹۸ و ۱۳۹۹ حداقل یک بار تجربهٔ مسافرت به خارج از کشور (ترکیه، مالزی، امارات متحدهٔ عربی (شهر دبی)، گرجستان، ارمنستان و آذربایجان) را داشته‌اند. با استفاده از روش نمونه‌گیری در دسترس، 450 نفر برای مطالعه انتخاب شدند. برای گردآوری داده‌های پژوهش، از پرسش‌نامهٔ محقق‌ساخته براساس مبانی نظری و پیشینهٔ تجربی مرتبط استفاده شد. تحلیل آماری نیز در دو بخش آمار توصیفی و آمار استنباطی با روش تحلیل مسیر و مدل‌یابی ساختاری در نرم‌افزارهای آماریSPSS  و Amos انجام شده است. نتایج نشان داد که پیشایندهای شیفتگی گردشگر شامل هویت مقصد، تجربهٔ گردشگر و تصویر درک‌شده است که تأثیر مثبت و معنی‌داری در شیفتگی گردشگر داشتند. پیامدهای شیفتگی گردشگر نیز شامل اعتماد گردشگر، وفاداری گردشگر، هم‌آفرینی، تولید محتوا و تبلیغات شفاهی است که تأثیرپذیری مثبت و معنی‌داری از شیفتگی گردشگر دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Antecedents and consequences tourist engagement

نویسندگان [English]

  • Saghar Farhangi Taheri 1
  • Samad Aali 2
  • Morteza Mahmoodzadeh 3
  • Hossin Bevrani 4
1 Ph.D. Sudent in Marketing Management, Islamic Azad University, Tabriz Branch, Tabriz, East Azerbayjan, Iran.
2 Assistant Professor and Faculty Member of Islamic Azad University, Tabriz Branch, Tabriz, East Azerbayjan, Iran .
3 Assistant Professor and Faculty Member of Islamic Azad University, Tabriz Branch, Tabriz, East Azerbayjan, Iran.
4 Professor and faculty member of University of Tabriz, Tabriz, East Azerbayjan, Iran.
چکیده [English]

The present study aims to provide a model for tourist engagement with emphasis on its antecedents and consequences. The research method is applied In terms of purpose and in terms of collecting research data descriptive of type survey. Statistical population of research Includes Iranian tourists in 2019 and 2020 in least Once the experience of traveling abroad (Turkey, Malaysia, Dubai, Georgia, Armenia and Azerbaijan) Have. Using available sampling method, 450 people were selected for the study. To collect research data from Researcher-maden questionnaire. Based on theoretical foundations and experimental background related used. Statistical analysis is done in two section of descriptive statistics and inferential statistics with the method of path analysis and structural modeling in SPSS and Amos software. The results showed that the antecedents of tourist engagement Includes destination identity, tourist experience and perceived image They had a positive and significant effect on tourist fascination, Consequences of tourist engagement include tourist trust, tourist loyalty, co-creation, content production and word of mouth is Which have a positive and significant effect on tourist fascination.

کلیدواژه‌ها [English]

  • Tourist Fascination
  • Tourism
  • Antecedents
  • Consequences

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