نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه مازندران، ببلسر، ایران
2 گروه جهانگردی، دانشکده علوم انسانی و اجتماعی، دانشگاه مازندران، بابلسر، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Today, all industries use information and communication technologies for their progress. The tourism industry is not exempt from this issue and with the help of new technologies, it has created a new type of tourism called virtual tourism. This study examines the dimensions of hedonic motivation and virtual tourism in the continuous use of tourist destinations in Mazandaran province. This research is applied in terms of purpose and based on descriptive-analytical nature. The statistical population of the research is tourists who have visited Mazandaran province. 386 tourists were selected as a statistical sample in a simple random way. The research tool was a researcher-made questionnaire, whose validity and reliability were evaluated through SmartPLS3 software. The findings showed that the main hypothesis (the relationship between hedonic motivation and continuous use) was proven. Among the sub-hypotheses, the first and second hypothesis, which showed the relationship between the perceived ease of virtual tourism and the perceived usefulness of virtual tourism with continuous use, were rejected, but the third sub-hypothesis regarding the relationship between the perceived enjoyment of virtual tourism and continuous use was proved. Among the components related to the hedonistic motivation component, it was found that the adventure and exploration component and social relations have a positive and significant relationship with the hedonistic motivation. therefore; The fourth and fifth sub-hypotheses were proved. Also, the sixth sub-hypothesis indicating that awareness of the process has a significant effect on hedonic motivation was also proven.
کلیدواژهها [English]
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