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بررسی تاثیر کیفیت تجربه بر تمایلات رفتاری گردشگران در بازدید از مقاصد گردشگری تاریک | ||
| برنامه ریزی و توسعه گردشگری | ||
| دوره 9، شماره 35، اسفند 1399، صفحه 242-262 اصل مقاله (583.02 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2020.17262.3144 | ||
| نویسندگان | ||
| داود قربان زاده* 1؛ حمید رضا سعیدنیا2؛ آتنا راه حق3 | ||
| 1مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، دانشگاه آزاد واحد تهران شمال، تهران، ایران | ||
| 2مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، دانشگاه آزاد اسلامی واحد تهران شمال، تهران ایران | ||
| 3مدیریت بازرگانی، دانشکده مدیریت و علوم اجتماعی، دانشگاه آزاد واحد تهران شمال، تهران، ایران. | ||
| تاریخ دریافت: 10 مهر 1398، تاریخ بازنگری: 16 بهمن 1398، تاریخ پذیرش: 22 فروردین 1400 | ||
| چکیده | ||
| مطالعه کیفیت تجربه گردشگران به ویژه در ارتباط با تمایلات رفتاری، یک حوزه پژوهشی مهم در صنعت گردشگری محسوب می‌شود. بااین‌وجود، درحالی‌که تعداد زیادی از مطالعات در مورد کیفیت تجربه در گردشگری انبوه وجود دارد، بررسی تجربی کیفیت تجربه در گردشگری تاریک کمتر مورد توجه قرار گرفته است. ازاین‌رو، هدف از پژوهش حاضر بررسی کیفیت تجربه بر تمایلات رفتاری گردشگران با نقش میانجیگری تصویر ذهنی از مقصد، ارزش ادراک‌شده و رضایت گردشگران در مقاصد گردشگری تاریک است. این پژوهش ازنظر هدف کاربردى، شیوه جمع‌آوری اطلاعات پیمایشى و به لحاظ بررسى روابط بین متغیرها، همبستگى از نوع کمى است. به منظور دستیابی به هدف پژوهش، داده‌های از 330 گردشگر که از دو مقصد گردشگری تاریک (موزه جنگ خرمشهر و موزه عبرت) بازدید کرده‌اند، جمع‌آوری شد. نتایج آزمون فرضیه‌ها با به‌کارگیری نرم‌افزارهای SPSS و SmartPLS حاکى از آن است که کیفیت تجربه گردشگر به طور مستقیم بر تمایلات رفتاری آن‌ها تأثیر ندارد اما از طریق متغیرهای میانجی تصویر ذهنی از مقصد، ارزش ادراک‌شده و رضایت بر تمایلات رفتاری گردشگران تأثیر مثبتی می‌گذارد. در این میان تصویر ذهنی از مقصد بیشترین نقش میانجیگری را در روابط میان کیفیت تجربه و تمایلات رفتاری ایفا می‌کند؛ و رضایت گردشگر مهم‌ترین پیشایند تمایلات رفتاری گردشگران است. | ||
| کلیدواژه‌ها | ||
| گردشگری تاریک؛ تمایلات رفتاری؛ کیفیت تجربه؛ تصویر ذهنی از مقصد؛ رضایت | ||
| عنوان مقاله [English] | ||
| Investigating the effect of experience quality on behavioral intentions of tourists in visiting from dark tourism destinations | ||
| نویسندگان [English] | ||
| Davood Ghorbanzadeh1؛ Hamidreza Saeednia2؛ Atena Rahehagh3 | ||
| 1Department of Business Management, Islamic Azad University of North Tehran, Tehran, Iran | ||
| 2Department of Business Management, Islamic Azad University of North Tehran, Tehran, Iran | ||
| 3Department of Business Management, Islamic Azad University of North Tehran, Tehran, Iran. | ||
| چکیده [English] | ||
| Studying tourist's experience quality, especially in relation to behavioral intentions, is considered an important research area in the tourism industry. However, while there are a large number of studies about the quality of experience in mass tourism, the empirical study of experience quality in dark tourism has been less studied. Therefore, the aim of the present study is to investigate experience quality on tourists' behavioral intentions by mediating the destination image, perceived value and tourist satisfaction in dark tourism destinations. This research is descriptive and of the correlational type. In order to achieve the purpose of this research, data were collected from 330 tourists who visited two dark tourism destinations. The results of testing hypotheses using SPSS and SmartPLS software indicate that the quality of tourist experience does not directly affect their behavioral intentions. But through the mediating variables of destination image, perceived value and satisfaction have a positive effect on tourists' behavioral intentions. Meanwhile, the destination image plays the most mediating role in the relationship between experience quality and behavioral intentions; and tourist satisfaction is the most important antecedent of tourist behavioral intentions. | ||
| کلیدواژه‌ها [English] | ||
| Dark tourism, Behavioral Intentions, Experience quality, Destination Image, Satisfaction | ||
| مراجع | ||
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