تأثیر خودپنداره گردشگران بر رضایت از سفر و تمایل به توصیه مقصد گردشگری (مورد مطالعه: سد چالیدره مشهد)
محورهای موضوعی :
1 - گروه مدیریت، دانشکده علوم انسانی،
کلید واژه: خودپنداره واقعی, خودپنداره ایده¬, آل, رضایت از سفر, تمایل به توصیۀ مقصد گردشگری,
چکیده مقاله :
خودپنداره فردی به توضیح و پیشبینی واقعیت‌های مختلف رفتارهای مصرف کننده کمک می‌کند. پژوهش حاضر درصدد بوده است تا تأثیر خودپنداره گردشگران مراجعه کننده به سد چالیدره مشهد را بر تمایل آن ها به توصیۀ مقصد گردشگری به دیگران با وساطت متغیرهای رضایت از سفر و تجربۀ سفر مورد آزمون قرار دهد. جامعۀ آماری پژوهش حاضر، تمامی گردشگران مراجعه کننده به سد چالیدره مشهد و نمونۀ آماری، 308 نفر از گردشگرانی هستند که به شیوۀ نمونه گیری تصادفی در دسترس انتخاب شدند. داده های مورد نیاز با بهره گیری از پرسش نامه جمع آوری گردیده و مدل مفهومی و فرضیه های تحقیق با بهره گیری از مدل سازی معادلات ساختاری و نرم افزار lisrel مورد بررسی قرار گرفت. نتایج این پژوهش بیانگر آن است که تجربۀ ادارک شده از سفر تسهیل گر رابطه میان خودپندارۀ ایده آل و رضایت از سفر گردشگران بوده و همین طور رضایت از سفر تسهیل گر رابطه میان تجربۀ ادراک شده از سفر و تمایل به توصیۀ مقصد گردشگری است. در نهایت نتایج این پژوهش می تواند موجب بهبود ادراک مدیران از رفتارهای گردشگران و زمینه ای برای سیاست گذاری در حوزۀ بازاریابی گردشگری باشد.
Individual self-concept explains and predicts different facets of consumer behavior. This study examined the effects of tourist self-concept on their intention to recommend destination, travel satisfaction and travel experience. The population of this study includes all tourists who were visiting Chalidarreh dam, among them 308 was selected randomly as the research sample. The data were collected by means of a questionnaire and were analyzed by structural equation modeling and LISREL software. The results show, the perception of travel experience, facilitates the relationship between ideal self-concept and travel satisfaction of tourists. Also the travel satisfaction, facilitates the relationship between perceived experience of travel and the intention to recommend tourist destination. The results of this study can improve the perception of managers which will provide a better understanding of tourist behavior and policy making in the field of tourism marketing.
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