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بررسی نقش اصالت در وفاداری گردشگر به مقاصد پست مدرن با تأکید بر انگیزۀ فرهنگی (مطالعۀ موردی: تئاتر شهر) | ||
| برنامه ریزی و توسعه گردشگری | ||
| دوره 14، شماره 52، فروردین 1404، صفحه 7-31 اصل مقاله (752.11 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2024.26210.3839 | ||
| نویسندگان | ||
| پری ناز بهمنی1؛ مصطفی محمدی* 2 | ||
| 1کارشناسی ارشد مدیریت جهانگردی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه مازندران، بابلسر، ایران. | ||
| 2دانشیار، گروه صنایع‌دستی، دانشکده هنر و معماری، دانشگاه مازندران، بابلسر، ایران. | ||
| تاریخ دریافت: 07 آبان 1402، تاریخ بازنگری: 07 دی 1402، تاریخ پذیرش: 03 شهریور 1403 | ||
| چکیده | ||
| زمینه و هدف: در این پژوهش نقش مفهوم اصالت در وفاداری گردشگران با تأکید بر انگیزۀ فرهنگی به مقاصد پست مدرن با توجه به معماری و بافت شهری مقصد انجام شد. موضوع مطالعه، تقابل مفهوم اصالت (عینی و وجودی) و مقصد پست مدرن است که برای سنجش بهتر نتایج از انگیزۀ فرهنگی استفاده شد. روش شناسی: روش استفاده شده، روش میدانی (پرسشنامه) و روش کمی می باشد که براساس هدف کاربردی و ماهیت آن توصیفی- تحلیلی است است. جامعۀ آماری، براساس روش نمونه گیری در دسترس، 384 نفر از بازدیدکنندگان اختصاصی محوطۀ تئاتر شهر بودند. روایی محتوای پرسشنامه توسط اساتید دانشگاه تأیید گردیده است. نرم افزارهای مورد استفاده جهت تحلیل داده‌ها، PLS و Spss انتخاب شده است. یافته ها: براساس مدل پژوهش و آزمون های انجام شده، فرضیات مد نظر در این پژوهش تأیید شدند با توجه به یافته ها اصالت عینی و وجودی بر وفاداری گردشگر به مقصد پست مدرن تأثیرگذار است و بیشترین تأثیرگذاری، متعلق به مفهوم اصالت عینی و کمترین تأثیرگذاری مربوط به عامل انگیزۀ فرهنگی به طور مستقل می باشد. نتیجه گیری و پیشنهادات: به‌طورکلی می توان استنباط نمود که مفهوم اصالت که در این تحقیق به تفکیک اصالت عینی و وجودی بررسی شد، در وفاداری گردشگران به مقصد پست مدرن مذکور تأثیرگذار بوده است. اصالت وجودی گردشگر به صورت احساسات بالقوۀ درونی تحریک شده و تأثیرش را بر انگیزۀ فرهنگی گردشگر برای بازدید مجدد از مقصد تقویت کرده است. نوآوری و اصالت: از جمله موارد نوآوری تحقیق حاضر می‌توان به بررسی، تأثیر میان اصالت عینی، اصالت ادراک شده و وفاداری گردشگر به یک مقصد با معماری پستمدرن اشاره داشت. | ||
| کلیدواژه‌ها | ||
| اصالت؛ وفاداری؛ پست مدرن؛ انگیزۀ فرهنگی؛ تئاتر شهر | ||
| عنوان مقاله [English] | ||
| The Analysis of Authenticity Rule in Tourist Loyalty of Postmodern Destinations with Emphasis on Cultural Motivation Factor (Case Study: Tehran City Theatre) | ||
| نویسندگان [English] | ||
| Parinaz Bahmani1؛ Mostafa Mohammadi2 | ||
| 1Master of Tourism Planning and Development; Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran. | ||
| 2Associate professor, Faculty of Art & Architecture, University of Mazandaran, Babolsar, Iran. | ||
| چکیده [English] | ||
| Context and Purpose: This study examines the impact of authenticity on tourist loyalty, focusing on postmodern destinations and their architectural and urban aspects. It contrasts objective and existential authenticity within a postmodern context and measures their effect on tourists' loyalty, using Tehran City Theater as the cultural backdrop. Design/methodology/approach: The present research was carried out using a field-based approach, employing a research process questionnaire. The research method employed here is quantitative, driven by practical objectives, and characterized by a descriptive-analytical approach. Data analysis was conducted using PLS and SPSS software. Findings: The research findings confirm the hypotheses within the conceptual model used, enabling us to measure the impact of these variables on tourists' loyalty to the postmodern destination under study. The results indicate that the most significant factor is associated with objective authenticity, while the least significant factor is tied to cultural motivation. Conclusion: In summary, the exploration of authenticity, dissecting it into objective and existential components, has indeed proven to influence tourist loyalty to the specified postmodern destination. The existential authenticity within tourists has kindled as an intrinsic source of emotions, reinforcing its impact on their cultural motivation to revisit the destination. Originality/value: Based on a review of domestic research, it is apparent that very few studies have explored the connection between authenticity and its influence on tourist loyalty. Consequently, this present research seeks to address this gap, with a particular focus on auxiliary variables, like cultural motivation, which play a role in affecting loyalty to postmodern destinations. | ||
| کلیدواژه‌ها [English] | ||
| Authenticity, Loyalty, Post Modern, Cultural motivation, Tehran City Theater | ||
| مراجع | ||
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