اثر اصالت ادراک شده بر رضایت و قصد بازدید مجدد گردشگران (مورد مطالعه: موزه مردم شناسی خانه کرد سنندج)
محورهای موضوعی : مطالعات اجتماعی و گردشگری، جامعه شناسی گردشگری
1 - دانشیار گروه مدیریت جهانگردی،مدیریت جهانگردی
2 - دانشجوی دکترای گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
کلید واژه: اصالت ادراک شده, رضایت, بازدید مجدد, گردشگری میراث, خانه کرد, سنندج,
چکیده مقاله :
بسیاری از صاحب نظران و محققان بر این باورند که گردشگران رنج سفر را برای دیدن و تجربه اصالت در جغرافیایی دورتر از محل اقامت خود، تحمل می کنند، با این حال هنوز مطالعات تجربی محدودی این موضوع را بررسی کرده اند. هدف اصلی این پژوهش بررسی نقش اصالت ادراک شده بر رضایت و قصد بازدید مجدد گردشگران است. بنابراین با توجه به ادبیات تحقیق، اصالت ادراک شده به سه گروه اصالت عینی، اصالت ساختاری و اصالت وجودی تقسیم شده است. مطالعه موردی این تحقیق موزه مردم شناسی خانه کرد سنندج است. به طور کلی224پرسشنامه معتبر جمع آوری شد و داده‌ها با استفاده از نرم افزار اس پی اس اس و آموس از طریق روش تحلیل عاملی و مدل‌سازی معادلات ساختاری با حداقل مربعات جزئی مورد تحلیل قرار گرفته است. نتایج تحقیق نشان می‌دهد که اصالت عینی، ساختاری و وجودی به طور مثبتی بر رضایت گردشگران تأثیر گذار بوده است. و به غیر از اصالت ساختاری، اصالت عینی و وجودی اثر مثبتی بر قصد بازدید مجدد گردشگران دارند. و در نهایت رضایت گردشگران نیز اثر مثبتی بر قصد بازدید مجدد آنها داشته است.
چکیده انگلیسی:
While many scholars believe that tourists take the trouble to visit authentic destinations away from their place of residence, few studies have so far been conducted in this regard. Therefore, this study sought to investigate the role of perceived authenticity on tourists' satisfaction and revisiting intention. To this end, perceived authenticity was divided into objective, structural, and existential categories based on the analysis of the related literature review. Moreover, the study was conducted in the Kourd House Ethnology Museum of Sanandaj. On the other hand, to collect the required data, a valid questionnaire was administered to 224 tourists who visited the place. Finally, the collected data were analyzed through SPSS20 software using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that objective, structural, and existential authenticity positively influenced tourists’ satisfaction. However, it was merely the objective and existential authenticity that exerted a positive effect on the tourists’ intention to revisit the place. Moreover, tourists’ satisfaction was also found to have a positive influence on their revisiting intention.
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Alegre, J and Cladera, M (2009): Analyzing the effect of satisfaction and previous visits on tourism intention to return. EJM, 43, 288-298.
Alves, H., Camp_on-Cerro, A.M. and Hern_andez-Mogoll_on, J.M. (2019), “Enhancing rural destinations’ loyalty through relationship quality”, Spanish Journal of Marketing - ESIC, Vol. 23 No. 2, pp. 185-204.
Andimarjoko, P. (2019). Sustainable Perceived Authenticity in Cultural Tourism: Modeling Alsace and Bali. International Journal on The Academic Research Community Publication, 2(2), 1-13.
Apostolakis, A. (2003). The convergence process in heritage tourism. Annals of Tourism Research, 30(4), 795–812.
Belhassen, Y.; Caton, K., and Stewart, W. P. (2008) The search for authenticity in the pilgrim experience. Annals of Tourism Research, 35(3), p. 668-689.
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Boorstin, D. J. (1962).The image: a guide to pseudo-events in America. New York: Vintage Books.
Brida, J.G.; Disegna, M. and Scuderi, R. (2014). The visitors’ perception of authenticity at the museums: Archaeology versus modern art. Curr. Issues Tour. 2014, 17, 518–538Hair
Bruner, E. M. (1991). Transformation of self in tourism. Annals of Tourism Research, 18(2), p. 238-250.
Bruner, E. M. (1994). Abraham Lincoln as authentic reproduction. American Anthropologist,96(2), 397–415.
Chen, C.-F., and Tsai, D. C. (2007). How do destination image and evaluative factors affect behavioral intentions? Tourism Management, 28, 1115-1122.
Chhabra, D., Healy, R., and Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(3), 702–719.
Chhabra, D. (2010). Sustainable marketing of cultural and heritage tourism. Routledge.
Chhabra, D.(2012). The authenticity of the objectively authentic. Ann. Tour. Res. 2012, 39, 499–502.
Cho, H., Joo, D. and Woosnam, K.M. (2020), “Sport tourists’ team identification and revisit intention: looking at the relationship through a nostalgic lens”. Journal of Hospitality and Tourism Research
Christina, G. and Hailin, Q. (2008). Examining the structural relationships of destination image, tourist satisfaction, and destination loyalty. Tourism Management, No. 29: 624-639.
Cohen, E.; Cohen, S.A.(2012). Authentication: Hot and cool. Ann. Tour. Res. 2012, 39, 1295–1314.
Cohen, E. (1988). Authenticity and Commoditization in Tourism. Annals of Tourism Research 15:371-86.
Cole, S. T., and Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16, 79-90
Crompton, J. (1992). Structure of vacation destination choice sets. Annals of Tourism Research, 19, 420-434.
Culler, J.(1981). Semiotics of Tourism. American Journal of Semiotics 1:127_140.
Davies, A.J., Prentice, R. C., (1995). Conceptualizing the latent visitor to heritage attractions. Tourism Management, 16(7), 491- 500.
Dominguez-quintero, A., Gonzalez- Rodriguz, M. and Paddison, B.(2018). The mediating role of experience quality on authenticity and satisfaction in the context of cultural–heritage tourism. Current issues in tourism.
Eco, U.(1986). Travels in Hyperreality. London: Picador.
Engeset, M.G. and Elvekrok, I. (2015). Authentic concepts: Effects on tourist satisfaction. Travel Res. 2015, 54, 456–466.
Flynn, T.R. (2008). Existentialism: A Very Short Introduction. Oxford: Oxford University Press.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish Experience, Journal of Marketing, 56, 6-21.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Frisvoll, S. (2013). Conceptualizing authentication of ruralness. Ann. Tour. Res. 2013, 43, 272–296.
Grayson, Kent and David Shulman (2000). “Indexicality and the Verification Function of Irreplaceable Possessions: A Semiotic Analysis,” Journal of Consumer Research, 27 (June), 17–30.
Girish, V.G., Chen, C-F. (2016). Authenticity, experience, and loyalty in the festival context: Evidence from the San Fermin festival, Spain. Current issues in tourism. Pages 1551-1556.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling(2nd ed.). Sage.
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