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کیفیت زیبایی شناختی، کیفیت خدمات و تجربه مثبت بر میزان وفاداری گردشگران(مطالعه موردی: مناطق جنگلی سوادکوه) | ||
برنامه ریزی و توسعه گردشگری | ||
دوره 8، شماره 31، اسفند 1398، صفحه 39-53 اصل مقاله (307.63 K) | ||
نوع مقاله: علمی-پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/jtpd.2019.15619.2987 | ||
نویسندگان | ||
مهدی رمضان زاده لسبویی* 1؛ روزبه میرزائی1؛ رقیه قنبری2 | ||
1عضو هیات علمی دانشگاه مازندران | ||
2کارشناسی ارشد بازاریابی گردشگری، موسسه آموزش عالی مازیار، رویان | ||
تاریخ دریافت: 10 بهمن 1397، تاریخ بازنگری: 17 تیر 1398، تاریخ پذیرش: 03 خرداد 1399 | ||
چکیده | ||
افزایش علاقه گردشگران به طبیعت گردی طی سالهای اخیر، چشم انداز روشنی برای گسترش اکوتوریسم در کشور ما است. برای بقای این نوع گردشگری، وفاداری مهمترین مولفه برای بررسی است. اما گسترش بازار و پیشبرد وفاداری در گردشگران به عواملی بستگی دارد. از کیفیت خدمات، کیفیت زیبایی شناسی، تجربه مثبت می توان به عنوان محرک های اصلی وفاداری در گردشگری مبتنی بر جنگل نام برد. نوار سبز شمالی کشور مستعد گردشگری مبتنی بر طبیعت است. منطقه مورد مطالعه، جزو جنگلهای انبوه سوادکوه در استان مازندران است. این جنگلها به دلیل صعب العبور بودن از دسترس گردشگران و همچنین تخریب در امان مانده است. و زیبایی و جذابیت خاص خود را دارد. به دلیل نزدیک بودن به شهر تهران و فاصله کوتاه، اغلب مورد توجه گردشگران تهرانی قرار می گیرد. هدف اصلی این پژوهش بررسی مولفه های کیفیت زیبایی شناسی، کیفیت خدمات، تجربه مثبت بر وفاداری منطقه است. ر | ||
کلیدواژهها | ||
وفاداری؛ کیفیت خدمات؛ کیفیت زیبایی شناسی؛ تجربه مثبت؛ سوادکوه | ||
عنوان مقاله [English] | ||
Aesthetic Quality, Service Quality and Positive Experience on the Loyalty of Tourists (Case Study: savadkoh Forest Areas) | ||
نویسندگان [English] | ||
rozbeh mirzaei1؛ roghayeh ghanbari2؛ | ||
2MA in Tourism Marketing, University of maziar, Royan | ||
چکیده [English] | ||
Increasing the interest of tourists in nature tourism in recent years is a clear vision for the development of ecotourism in our country. For the survival of this type of tourism, loyalty is the most important component of the survey. But the expansion of the market and the promotion of loyalty to tourists depend on factors. The quality of services, the quality of aesthetics, and positive experience can be cited as the main drivers of loyalty in forest-based tourism. The northern bar of the country is prone to nature-based tourism. The studied area is one of the most popular forests of Savadkou in Mazandaran province. The main objective of this research is to study the components of the quality of aesthetics, service quality, positive experience on loyalty of the region. The research method is descriptive and analytical and in terms of its purpose. . | ||
کلیدواژهها [English] | ||
loyalty, service quality, aesthetic quality, positive experience, education | ||
مراجع | ||
منابع
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