بررسی تأثیر گردشگری با فنّاوری واقعیت مجازی در رضایت گردشگران با میانجیگری نیت‌های رفتاری و تعدیلگری شرایط کرونایی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد دانشکدۀ مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

10.22034/jtd.2022.313683.2498

چکیده

بیماری همه‌گیر کووید ۱9 به نگرانی عمدۀ بهداشت در سراسر جهان تبدیل شده است. این امر می‌تواند در مسئولیت اجتماعی و همچنین کیفیت زندگی افراد تأثیر بگذارد. در طول بیماری همه‌گیر کووید ۱9، محققان برای پایان‌دادن به این تهدید از فنّاوری‌های نوآورانه استفاده می‌کنند. در گردشگری، واقعیت مجازی از این دست فنّاوری‌ها به‌شمار می‌رود. واقعیت مجازی محیطی را در اختیـار کاربر قرار می‌دهد تا بتواند ازطریق شبیه‌سازی واقعیت‌ها، آنچـه را در محـیط واقعی نمی‌تواند انجام دهد یا شرایط لازمش را ندارد در ایـن محـیط انجام دهد. اما به‌رغم مطالعات گسترده، در ایران به‌ویژه درگردشگری، پژوهش اندکی در این حوزه انجام شده است. بنابراین، این پژوهش تأثیر گردشگری با فنّاوری واقعیت مجازی در رضایت گردشگران با میانجیگری نیت‌های رفتاری و تعدیلگری شرایط کرونایی را بررسی کرده است. نمونۀ آماری این پژوهش را 368 نفر از بازدیدکنندگان سه جاذبۀ گردشگری مختلف ازطریق فنّاوری واقعیت مجازی تشکیل می‌دهند. به‌منظور جمع‌آوری داده‌های پژوهش، از پرسش‌نامۀ آنلاین و روش نمونه‌گیری دردسترس استفاده شده است. پایایی و روایی سازه‌‌های پژوهش با استفاده از آلفای کرونباخ و میانگین واریانس استخراجی به تأیید رسید. به کمک نرم‌افزار اسمارت پی.ال.اس۳ فرضیه‌های پژوهش بررسی شدند. نتایج تحقیق نشان داد که علاقه به گردشگری واقعیت مجازی با نیت‌های رفتاری در گردشگری رابطۀ مثبت دارد. علاقه به گردشگری واقعیت مجازی ازطریق نیت‌های رفتاری در رضایت گردشگران تأثیرگذار است. همچنین گفتنی است که مسئولیت اجتماعی در دوران کرونا، رابطۀ نیت‌های رفتاری و رضایت گردشگران را تعدیل نمی‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the effect of tourism with virtual reality technology on tourists' satisfaction through the mediation of behavioral intentions and moderating of Corona conditions

نویسندگان [English]

  • Davood Feiz 1
  • Fahime Mahavarpoor 2
1 Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Ph.D. Student of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

COVID-19 epidemic disease has become a major health concern worldwide that can affect social responsibility as well as quality of life. During the COVID-19 epidemic disease, researchers are using innovative technologies to end this threat. In tourism, virtual reality (VR) is one such technology. Virtual reality technology provides the user with a virtual environment so that he can do what he/she cannot do in a real environment or does not have the necessary conditions to do in this virtual environment by simulating realities.
However, despite broad, studies, little research has been observed in this field in Iran, especially in tourism.Therefore, this study aims to investigate the effect of tourism with virtual reality technology on tourists' satisfaction through the mediation of behavioral intentions and moderating of Corona conditions. The statistical sample of this research includes 368 visitors from three different tourist attractions using virtual reality technology. In order to research data collection, an online questionnaire and convenience sampling method were used. The reliability and validity of the research structures were confirmed using Cronbach's alpha and the average variance extracted (AVE). The research hypotheses were tested using Smart PLS3 software. The results showed that the interest in virtual reality tourism has a positive relationship with behavioral intentions in tourism. The interest in virtual reality tourism affects tourists' satisfaction through behavioral intentions. It should also be noted that social responsibility in the corona period does not moderate the relationship between behavioral intentions and tourist satisfaction

کلیدواژه‌ها [English]

  • Tourism interest in virtual reality
  • Behavioral intentions in tourism
  • Tourist satisfaction
  • Social responsibility in Corona period
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