گردشگری و توسعه

گردشگری و توسعه

عوامل مؤثر در وفاداری ارادی گردشگر به مقصد گردشگری (مطالعهٔ موردی: سازمان عمران زاینده‌رود)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانش‌آموختهٔ کارشناسی ارشد، گروه مدیریت، دانشگاه پیام نور، تهران، ایران.
2 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران.
3 استادیار، گروه مدیریت فنّاوری اطلاعات، دانشگاه پیام نور، تهران، ایران
10.22034/jtd.2023.407151.2798
چکیده
وفاداری ارادی گردشگر یکی از موضوعات اساسی در صنعت گردشگری است. درواقع، شناسایی عوامل مؤثر در این وفاداری می‌تواند زمینه‌ساز رشد گردشگری در بلندمدت شود. منظور از وفاداری قصد بازدید مجدد از مقصد و همچنین توصیه به سایرین برای سفر است. لذا، هدف این پژوهش بررسی عوامل مؤثر در وفاداری ارادی گردشگر در گردشگران دهکدهٔ فرهنگی - تفریحی سازمان عمران زاینده‌رود است.
روش پژوهش: روش پژوهش حاضر توصیفی و از نوع هم‌بستگی است. جامعهٔ آماری شامل بازدیدکنندگان دهکدهٔ زاینده‌رود است و حجم نمونه، طبق جدول مورگان، 398 نفر محاسبه شده است. داده‌ها با استفاده از پرسش‌نامهٔ الکترونیکی جمع‌آوری شدند.
یافتهها: شناسایی نیاز گردشگر در تأمین نیاز و رضایت گردشگر، تصویر مقصد در رضایت گردشگر، وفاداری عاطفی گردشگر در وفاداری ارادی گردشگر، رضایت گردشگر در وفاداری شناختی و همچنین وفاداری عاطفی گردشگر تأثیر معنادار دارند. همگی این عوامل نقش مهمی در بهبود و تقویت وفاداری گردشگر به مقاصد گردشگری دارند.
کلیدواژه‌ها

عنوان مقاله English

Factors Affecting Tourists' Intentional Loyalty to a Tourism Destination (Case Study: Zayandeh-Rood Development Organization)

نویسندگان English

Mehdi Hamtian 1
Maryan Soleimeni 2
Sanaz Shafiee 3
1 Master of Public Administration, Department of Management, Payame Noor University, Tehran, Iran.
2 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran
3 Assistant Professor, Department of Information Technology Management, Payame Noor University, Tehran, Iran
چکیده English

Introduction: Intentional loyalty of tourists is one of the fundamental subjects in the tourism industry. Identifying the factors influencing this loyalty can be the basis for long-term tourism growth. Loyalty refers to the intention to revisit the destination and recommend it to others for travel. Therefore, this research aims to investigate the factors influencing the intentional loyalty of tourists in the cultural-recreational village of Zayandeh-Rood Development Organization. Research Method: The present research is descriptive and correlational. The statistical population consists of visitors to Zayandeh-Rood village, and the sample size has been calculated as 398 people according to Morgan's table. The data were collected using an electronic questionnaire.
Findings: The identification of tourists' needs on meeting their needs and satisfaction, destination image on tourist satisfaction, emotional loyalty of tourists on intentional loyalty of tourists, tourist satisfaction on cognitive loyalty, and emotional loyalty of tourists have a significant impact. All of these factors play an important role in improving and strengthening tourist loyalty to tourism destinations.
Conclusion: Tourism centers should consider the complexities of this industry and understand the tangible and intangible factors that affect tourist satisfaction, perceptions, emotions, identification of tourist needs, destination image, cognitive and emotional loyalty, and service quality. They should pay special attention in order to promote the prosperity of tourism destinations through the development of intelligent strategies

کلیدواژه‌ها English

Destination loyalty
Behavioral loyalty
Cognitive loyalty
Intentional loyalty
Tourist satisfaction
Tourist needs
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