بررسی قصد مسافران از بازدید هتل های سبز محور- بر اساس (تئوری رفتار برنامه ریزی شده و نظریه ارزش – باور – هنجار) مطالعه موردی: هتل پارسیان – استان چهارمحال و بختیاری
محورهای موضوعی : علوم جغرافیا (کلیه گرایشها)
شهرام رفیعی نائینی
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عبدالرضا فرجي راد
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(گروه جغرافیا، دانشکده ادبیات - علوم انسانی و اجتماعی، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، شهر تهران، کشورایران)
کلید واژه: صنعت گردشگری و مهمان نوازی, تئوری رفتار برنامه ریزی شده و نظریه ارزش – باور – هنجار, هتل پارسیان, سبز محور ,
چکیده مقاله :
امروزه صنعت گردشگری، به عنوان یکی از صنایع با رشد سریع در جهان ظهور کرده است، رشد و فعالیت های صنعت گردشگری علیرغم سهم اقتصادی آن عوارض جانبی دارد. فعالیت های مرتبط با صنعت گردشگری و مهمان نوازی باعث آلودگی، تولید مقدار زیادی زباله و کاهش منابع طبیعی شده است. هدف اصلی از بررسی مقدماتی این مطالعه ادغام نظریه توسعه یافته رفتار برنامه ریزی شده و ارزش باور - هنجار به عنوان مفاهیم اساسی در درک قصد بازدید از هتل سبز توریستی پارسیان استان چهارمحال و بختیاری است. روش و بررسی این مطالعه به صورت پرسشنامه به تعداد 160عدد، به صورت آنلاین جمع آوری گردید. جهت ارزیابی چارچوب مطالعه و رابطه فرضی از تکنیک مدل‌سازی معادلات ساختاری حداقل مربعات جزئی (PLS-SEM) استفاده شد. اصالت و ارزش اولیه در این مطالعه نشان می دهد تئوری رفتار برنامه ریزی شده و نظریه ارزش – باور – هنجار، درک قصد توریست برای بازدید از هتل سبز پارسیان استان چهارمحال و بختیاری را بخوبی ادغام می نماید. نکته حائز اهمیت، تئوری رفتار برنامه ریزی شده و نظریه ارزش – باور – هنجار در پیش بینی قصد توریست برای بازدید از یک هتل سبز عملی و مفید بوده است. در مطالعه مفاهیم عملی، نتایج ارزشمندی را برای اپراتورهای هتل سبز ارائه می دهد تا استراتژی های موثری برای جذب گردشگران به بازدید از هتل های سبز را ایجاد نمایند. همچنین، یافته ها و نتایج در سطح این مطالعه تایید می نماید که قصد گردشگران برای اقامت در یک هتل سبز (پارسیان) به طور مستقیم تحت تأثیر هنجارهای ذهنی و کنترل رفتاری درک شده آنها است. علاوه بر این، این مطالعه رابطه ناچیز بین اعتماد سبز، هنجارهای شخصی و قصد اقامت گردشگران را تایید می کند. از سوی دیگر، اخلاق درک شده، مسئولیت پذیری، تمایل به پرداخت بیشتر و اثربخشی درک شده مصرف کننده در تبیین هنجارهای ذهنی مشتری، هنجارهای شخصی و کنترل رفتار درک شده معنادار بوده است.
Today, the tourism industry has emerged as one of the fastest growing industries in the world. Despite its economic contribution, the growth and activities of the tourism industry have side effects. The activities related to the tourism and hospitality industry have caused pollution, produced a lot of waste and reduced natural resources. The main purpose of the preliminary investigation of this study is to integrate the developed theory of planned behavior and belief-norm value as basic concepts in understanding the intention to visit Parsian Green Tourist Hotel in Chaharmahal and Bakhtiari province. The method and investigation of this study was collected online in the form of a questionnaire of 160 items. Partial Least Square Structural Equation Modeling (PLS-SEM) technique was used to evaluate the study framework and the hypothetical relationship. The originality and primary value in this study shows that the theory of planned behavior and the theory of value-belief-norm integrate well the understanding of the tourist's intention to visit Green Parsian Hotel in Chaharmahal and Bakhtiari province. Importantly, the theory of planned behavior and value-belief-norm theory have been practical and useful in predicting the tourist's intention to visit a green hotel. In the study of practical concepts, it provides valuable results for green hotel operators to create effective strategies to attract tourists to visit green hotels. Also, the findings and results at the level of this study confirm that tourists' intention to stay in a green hotel is directly influenced by their perceived mental norms and behavioral control. In addition, this study confirms the insignificant relationship between green trust, personal norms and tourists' intention to stay. On the other hand, perceived ethics, responsibility, willingness to pay more, and perceived consumer effectiveness were significant in explaining customer subjective norms, personal norms, and perceived behavioral control.
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Yi, S., Li, X. and Jai, T.M. (2018), “Hotel guests’ perception of best green practices: a content analysis of online reviews”, Tourism and Hospitality Research, Vol. 18 No. 2, pp. 191-202.
Yusliza, M.Y., Amirudin, A., Rahadi, R.A., Nik Sarah Athirah, N.A., Ramayah, T., Muhammad, Z. and Mokhlis, S. (2020), “An investigation of pro-environmental behaviour and sustainable development in Malaysia”, Sustainability, Vol. 12 No. 17, p. 7083.
Zhang, Y., Zhang, H.L., Zhang, J. and Cheng, S. (2014), “Predicting residents’ pro-environmental behaviors at tourist sites: the role of awareness of disaster’s consequences, values, and place attachment”, Journal of Environmental Psychology, Vol. 40, pp. 131-146.
Zhang, L., Ruiz-Menjivar, J., Luo, B., Liang, Z. and Swisher, M.E. (2020), “Predicting climate change mitigation and adaptation behaviors in agricultural production: a comparison of the theory of planned behavior and the Value-Belief-Norm Theory”, Journal of Environmental Psychology, Vol. 68, 101408.
Further reading Kang, S. and Nicholls, S. (2021), “Determinants of willingness to pay to stay at a green lodging facility”, International Journal of Hospitality Management, Vol. 94, 102834, doi: 10.1016/j.ijhm.2020.102834.
Kautish, P. and Sharma, R. (2020), “Determinants of pro-environmental behavior and environmentally conscious consumer behavior: an empirical investigation from emerging market”, Business Strategy & Development, Vol. 3 No. 1, pp. 112-127, doi: 10.1002/bsd2.82.
