تأثیرتجربه گردشگران بر میزان وفاداری در مقصد گردشگری (مطالعه موردی: شهر مرزی آستارا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه ایران‌شناسی، دانشگاه ولی‌عصر رفسنجان، دانشکده ایران‌شناسی، رفسنجان، ایران.

2 دانشجوی کارشناسی ارشد، گروه گردشگری، دانشگاه محقق اردبیلی، دانشکده علوم اجتماعی، اردبیل، ایران.

3 کارشناس ارشد، مدیریت دولتی، دانشگاه شاهد، تهران، ایران.

4 استادیار، گروه سیاستگذاری و توسعه گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران.

10.22124/gscaj.2025.30650.1358

چکیده

رشد  صنعت گردشگری در دهه‌های اخیر به‌گونه‌ای چشمگیر بوده است که امروزه به یکی از صنایع غالب در سطح جهان تبدیل شده و آثار اقتصادی قابل‌توجهی بر کشورهای مختلف برجای گذاشته است. در این میان، مؤلفه‌هایی همچون تصویر مقصد، انگیزه و رضایت گردشگران، نقش تعیین‌کننده‌ای در تبیین وفاداری آنان ایفا می‌کنند و در تحقیقات گوناگون مورد توجه قرار گرفته‌اند. یکی از گونه‌های مهم و پرطرفدار گردشگری، گردشگری طبیعت‌گرا است که به‌ویژه در مقاصد ساحلی و شهرهای مرزی از جذابیت بیشتری برخوردار است. شهر مرزی آستارا به‌عنوان یکی از کانون‌های شاخص این نوع گردشگری، جایگاهی ویژه در مطالعات مرتبط با گردشگری دارد.هدف پژوهش حاضر، بررسی ارتباط میان ادراک بازدیدکنندگان از نواحی ساحلی و رفتار گردشگران در شهر مرزی آستارا است. این تحقیق از حیث رویکرد، در زمره پژوهش‌های توصیفیتحلیلی و از منظر هدف، کاربردی به شمار می‌آید. جامعه آماری تحقیق را گردشگرانی تشکیل می‌دهند که به این شهر سفر کرده‌اند. با توجه به حجم گردشگران ورودی، حجم نمونه ۳۸۵ نفر برآورد گردید. ابزار گردآوری داده‌ها پرسش‌نامه بوده و داده‌های گردآوری‌شده با استفاده از نرم‌افزار Smart PLS مورد تجزیه‌وتحلیل قرار گرفت. یافته‌های تحقیق نشان داد که نقش تعدیل‌گر تجربه بر انگیزه، رضایت و تصویر مقصد مورد تأیید قرار نگرفت. همچنین، فرضیه‌های مربوط به تأثیر انگیزه گردشگران بر رضایت و وفاداری آنان رد شد. افزون بر این، تأثیر تجربه گردشگران بر وفاداری نیز به اثبات نرسید. با وجود این، سایر فرضیه‌های پژوهش تأیید گردید. در پایان، پیشنهادهایی متناسب با نتایج تحقیق و در راستای بهبود سیاست‌گذاری‌ها و برنامه‌ریزی‌های گردشگری در شهر مرزی آستارا ارائه شده است.
 

تازه های تحقیق

  • یکی از نکات برجسته این پژوهش بررسی نقش تعدیل‌گر تجربه گردشگری بر روی تصویر مقصد، وفاداری، رضایت و انگیزه گردشگر است.
  • همچنین از یک متغیر تعدیل‌گر برای بررسی نقش رضایت گردشگر بر وفاداری و تجربه گردشگری استفاده شده است.

کلیدواژه‌ها

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