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شناسایی عوامل موثر بر انتخاب مقصد گردشگری شهری درمناطق ساحلی (مطالعه موردی: شهر آستارا) | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 4، دوره 1، شماره 1، آبان 1402، صفحه 39-56 اصل مقاله (810.83 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2023.26089.1001 | ||
نویسندگان | ||
اسماعیل نصیری هنده خاله* 1؛ مریم علیزاده زنوز2؛ امیرهوشنگ رجبی کلوانی3؛ عالیه حکیم3 | ||
1دانشیار گروه جغرافیا و برنامه ریزی شهری، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، | ||
2دانشجو دکتری جغرافیا و برنامه ریزی شهری ، دانشگاه تبریز پردیس بین الملل ارس ایران | ||
3دانشجوی دکتری گروه جغرافیا و برنامه ریزی شهری،دانشکده علوم انسانی،دانشگاه آزاد اسلامی،واحد علوم تحقیقات تهران.ایران | ||
چکیده | ||
زمینه و هدف: پژوهش حاضر با هدف شناسایی و سنجش عوامل موثر بر انتخاب مقصد گردشگری شهری در مناطق ساحلی تدوین شده است.. این پژوهش از نظر هدف کاربردی و از نظر گردآوری دادهها، پیمایشی و از نوع همبستگی است. جامعه آماری گردشگرانی است که در مرداد 1397 در مکانهای گردشگری شهر آستارا در استان گیلان در دسترس بودند. روششناسی: روایی و پایایی پرسشنامهها بررسی گشت و به منظور تحلیل دادهها از SPSS و آزمونهای آمار ناپارامتری استفاده شد. یافتهها: با توجه به یافته های تحقیق، تاثیر تداعی برند بر انتخاب مقصد گردشگری، ضرایب مسیر 89/0 به دست آمد که اثر مثبت میان این عوامل را بیان میکند. با توجه آماره T (19) در سطح 95 درصد معنادار است و این نکته بیانگر آن است که کیفیت ادراک شده به میزان 76/0 انتخاب مقصد گردشگری را تبیین میکند. رابطه خطی بین مولفهها معنادار است (000/0 p≤ ) تحلیل معادله رگرسیون نیز نشان میدهد که از بین عوامل موثر بر انتخاب در مقصد گردشگری به ترتیب کیفیت درک شده برند مقصد (0518/0 = p ، 01/4 = β) و تداعی برند مقصد (0356/0 = p ، 06/2 = β) بیشترین تاثیر را در مقصد گردشگری دارند. نتیجهگیری و پیشنهادات: نتایج نشان داد که بین عوامل موثر در مقصد گردشگری ارتباط معناداری وجود دارد. کیفیت ادراک شده عامل اصلی در انتخاب مقصد گردشگری است و تاثیر قابل توجهی بر سایر ابعاد ویژه برند دارد. شاخص کیفیت درک شده در مقصد گردشگری به طور مستقیم انتخاب مقصد گردشگری را تحت تاثیر قرار میدهد. | ||
کلیدواژهها | ||
شهرهای ساحلی؛ مقصدگردشگری؛ برند مقصد؛ شهر آستارا | ||
عنوان مقاله [English] | ||
Identifying the factors influencing the choice of urban tourism destination in Coastal areas(Case study: Astara city) | ||
نویسندگان [English] | ||
esmaeil Nasiri Hende Khale1؛ mrayam alizadeh2؛ amirhoushang rajabi kalvani3؛ Aliyeh hakim3 | ||
1Associate Professor of Department of Geography and Urban Planning, Faculty of Literature and Humanities, Gilan University, Rasht, Iran | ||
2PhD student of geography and urban planning, Tabriz University, Aras International Campus, Iran | ||
3Ph.D. student, Department of Geography and Urban Planning, Faculty of Humanities, Islamic Azad University, Research Sciences Unit, Tehran, Iran. | ||
چکیده [English] | ||
Context and Purpose: The present study was compiled with the aim of identifying and measuring the factors influencing the choice of urban tourism destinations in coastal areas. This research is applied in terms of purpose, and in terms of data collection, it is survey and correlational. Design/methodology/approach: The statistical population is the tourists who were available in the tourist places of Astara city in Gilan province in August 2017. The validity and reliability of the questionnaires were checked and SPSS and non-parametric statistical tests were used to analyze the data. Findings: According to the research findings, the effect of brand association on destination choiceTourism, path coefficients of 0.89 were obtained, which shows the positive effect between these factors. According to the T statistic (19), it is significant at the 95% level, and this point indicates that perceived quality explains the choice of tourist destination by 0.76. The linear relationship between the components is significant (p ≤ 0.000) The analysis of the regression equation also shows that among the factors influencing the choice in the tourist destination, respectively, the perceived quality of the destination brand (p = 0.0518, β = 4.01) and the association of the destination brand ( p = 0.0356, β = 2.06) have the greatest effect in the tourist destination. Conclusion: The results showed that there is a significant relationship between the effective factors in the tourist destination. Perceived quality is the main factor in choosing a tourist destination and has a significant impact on other brand dimensions. The perceived quality index in the tourist destination directly affects the choice of the tourist destination. | ||
کلیدواژهها [English] | ||
Coastal cities, tourism destination, destination brand, Astara city | ||
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