گردشگری و توسعه

گردشگری و توسعه

تأثیر تصویر مقصد در پذیرش هوش ‌مصنوعی و نیت بازدید مقصد گردشگری با در نظر گرفتن نقش تعدیلگری ریسک ادراک‌شده (مورد مطالعه: گردشگران شهر اصفهان)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استاد، گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 دانشجوی دکتری مدیریت بازرگانی- مدیریت بازاریابی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
10.22034/jtd.2026.515040.3047
چکیده
تصویر جذاب مقصد گردشگران را به سمت تجربه‌های نوین هوش مصنوعی جذب می‌کند و نیت بازدید را افزایشی چشم­گیر می‌دهد. در جهان امروز، پذیرش هوش مصنوعی در گردشگری نه‌تنها ضرورت بلکه کلید موفقیت در ایجاد تجربیات شخصی‌سازی‌شده و فراموش‌نشدنی برای گردشگران است. بنابراین، هدف از این پژوهش بررسی تأثیر تصویر مقصد در پذیرش هوش مصنوعی و نیت بازدید مقصد گردشگری با در نظر گرفتن نقش تعدیلگری ریسک ادراک‌شده است. جامعۀ آماری پژوهش شامل گردشگران شهر اصفهان است که با به‌کارگیری فرمول کوکران، چهارصد نفر برای نمونه انتخاب شدند. برای جمع‌آوری داده‌ها از پرسش‌نامه استفاده شده، که با روش در دسترس توزیع و جمع‌آوری شده است. بازۀ زمانی به‌صورت مقطعی و داده‌ها در اسفندماه 1403 گرد‌آوری شده و روایی و پایایی پژوهش بررسی و تأیید شده است. داده‌ها با مدل‌سازی معادلات ساختاری و رویکرد عاملی تأییدی تحلیل شده و با نرم‌افزارهای اس‌پی‌اس‌اس26 و اسمارت پی‌ال‌اس0/3 تجزیه‌وتحلیل شده است. نتایج نشان می‌دهد که تصویر مقصد در پذیرش هوش مصنوعی و نیت‌ بازدید، و پذیرش هوش مصنوعی در نیت بازدید مقصد گردشگری تأثیری مثبت و معنادار دارد. ریسک ادراک‌شده اثرگذاری پذیرش هوش مصنوعی بر نیت بازدید مقصد گردشگری را تعدیل می‌کند. بر اساس نتایج و یافته‌های پژوهش، تقویت تصویر مثبت مقصد از طریق کمپین‌های بازاریابی و آموزش دربارۀ هوش مصنوعی، همراه با شفاف‌سازی ریسک‌های ادراک‌شده، پذیرش هوش مصنوعی و نیت بازدید را در صنعت گردشگری افزایش می‌دهد. نوآوری اصلی پژوهش بررسی نقش تعدیلگر ریسک ‌ادراک‌شده در اثرگذاری پذیرش هوش مصنوعی بر نیت بازدید مقصد است؛ موضوعی که در فضای گردشگری ایران ازجمله اصفهان توجه چندانی به آن نشده است.
کلیدواژه‌ها

عنوان مقاله English

The Effect of Destination Image on Acceptance of Artificial Intelligence and Intention to Visit a Tourist Destination Considering the Moderating Role of Perceived Risk (Case Study: Tourists in Isfahan City)

نویسندگان English

Naser Seifollahi 1
Adeleh Dehghani Ghahnavieh 2
1 Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 2- Ph.D. Candidate Business Management- Marketing Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
چکیده English

An attractive destination image not only attracts tourists to new AI experiences but also significantly increases the intention to visit. In today's world, adopting AI in tourism is not only a necessity; it is also the key to success in creating personalized and unforgettable experiences for tourists. Therefore, the study aims to investigate the effect of destination image on the adoption of AI and the intention to visit a tourist destination, considering the moderating role of perceived risk. The statistical population of this study includes tourists in Isfahan, who were selected as a sample using the Cochran formula, 400 people. To collect data, a questionnaire was distributed and collected using an accessible method. The period was cross-sectional and the data were collected in February 2025. In this study, validity and reliability were examined and confirmed. To analyze the data, structural equation modeling and confirmatory factor approach were used and the data were analyzed with the help of SPSS 26 and Smart PLS 3.0 software. The results show that destination image has a positive and significant effect on the acceptance of artificial intelligence and visit intention, and acceptance of artificial intelligence has a positive and significant effect on the intention to visit a tourist destination. Perceived risk can moderate the effect of acceptance of artificial intelligence on the intention to visit a tourist destination. According to the results and findings of the study, strengthening the positive image of the destination through marketing campaigns and education about artificial intelligence, along with clarifying perceived risks, can increase the acceptance of artificial intelligence and visit intention in the tourism industry. The main innovation of the study is in examining the moderating role of perceived risk in the effect of acceptance of artificial intelligence on the intention to visit a destination, a topic that has not received much attention in the Iranian tourism space, including Isfahan.

کلیدواژه‌ها English

Destination Image
Artificial Intelligence
Visit Intention
Perceived Risk
Isfahan
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