نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیئت علمی گروه مدیریت موسسه آموزش عالی عطار، مشهد، ایران
2 دکتری مدیریت بازرگانی-مدیریت بازاریابی، موسسه آموزش عالی سناباد، گلبهار، ایران
3 کارشناسی ارشد مدیریت بازرگانی-بازاریابی، موسسه آموزش عالی سناباد، گلبهار، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study was to investigate the effect of tourist experiences on the intention to buy and share experiences through tourist satisfaction. The present study is in the category of descriptive-survey studies according to the purpose of applied research and in terms of research method. The statistical population included domestic tourists in the city of Mashhad who use online ticket booking applications or websites and tourism services, and according to the rule 5 to 10 times the number of questionnaire items (22 * 10), 220 people as a sample size Was taken. The questionnaire used in this study as a data collection tool for all variables was adapted from Song (2021) research on a five-point Likert scale. For instrument validity, face validity and professors' approval and structural validity were used, and for reliability, Cronbach's alpha coefficient was used, which finally confirmed both validity and reliability. Finally, the data were analyzed at both descriptive and inferential levels using structural equation modeling in SPSS and PLS software. The results of this study showed that tourists' experiences affect their intention to buy and share their experiences through their satisfaction.
کلیدواژهها [English]