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مدلسازی روابط بین انگیزههای سفر، رضایت و وفاداری در گردشگری مذهبی (مورد مطالعه: استان قم) | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 7، دوره 2، شماره 2 - شماره پیاپی 3، آذر 1403، صفحه 159-176 اصل مقاله (878.88 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2025.28642.1038 | ||
نویسندگان | ||
منا سادات1؛ محمد حسین ایمانی خوشخو* 2 | ||
1دانشجوی دکتری گردشگری، دانشکده گردشگری، دانشگاه علم و فرهنگ، تهران، ایران. | ||
2استاد گردشگری، دانشکدۀ گردشگری، دانشگاه علم و فرهنگ، تهران، ایران. | ||
تاریخ دریافت: 06 اسفند 1403، تاریخ بازنگری: 15 اسفند 1403، تاریخ پذیرش: 14 اسفند 1403 | ||
چکیده | ||
زمینه و هدف: این تحقیق با رویکرد توصیفی-پیمایشی، به بررسی نقش گردشگری مذهبی در استان قم بهعنوان پایتخت مذهبی ایران میپردازد. هدف اصلی این مطالعه، ارزیابی تأثیر انگیزههای معنوی و فرهنگی بر جذب زائران و همچنین تحلیل عوامل مؤثر بر رضایت و وفاداری آنهاست. روششناسی: دادهها از طریق پرسشنامه از 70 زائر جمعآوری شده است. تجزیهوتحلیل دادهها با استفاده از نرمافزار اسمارت پی ال اس انجام گرفته است. یافتهها: نتایج نشان میدهد که تمامی ارتباطهای مستقیم در مدل معنادار بودهاند. بالاترین ضریب مسیر مربوط به رضایت سفر است، درحالیکه تأثیر وفاداری سفر بر متغیر اصلی مدل کمتر بوده است. انگیزههای معنوی و فرهنگی نقش مهمی در جذب زائران دارند. کیفیت خدمات ارائهشده نیز تأثیر قابل توجهی بر میزان رضایت زائران داشته است. نتیجهگیری: این مطالعه تأکید میکند که ارتقاء کیفیت خدمات و ارائۀ تجربیات ارزشمند میتواند به افزایش وفاداری زائران و رونق گردشگری مذهبی کمک کند. رابطۀ معناداری بین انگیزههای سفر و رضایت زائران وجود دارد، همچنین رضایت زائران تأثیر مثبتی بر وفاداری آنها دارد. پیشنهادات شامل انجام ارزیابیهای جامع از انگیزهها، رضایت و وفاداری زائران به منظور بهبود تجربههای سفر است؛ ارزیابی عوامل تأثیرگذار مانند کیفیت مکانهای مذهبی، زیرساختهای گردشگری و عناصر اجتماعی-فرهنگی و انجام تحقیقات طولی برای بررسی تغییرات در انگیزهها در طول زمان میباشد. اصالت و نوآوری: این تحقیق با تمرکز بر استان قم بهعنوان پایتخت مذهبی ایران، نوآوری خود را در بررسی جامع انگیزههای معنوی و فرهنگی در جذب زائران و تحلیل عوامل مؤثر بر رضایت و وفاداری آنها نشان میدهد. | ||
کلیدواژهها | ||
انگیزه سفر؛ رضایت؛ وفاداری؛ گردشگری مذهبی؛ پی ال اس | ||
عنوان مقاله [English] | ||
Modeling the Relationships Between Travel Motivations, Satisfaction, and Loyalty in Religious Tourism Case Study: Qom Province | ||
نویسندگان [English] | ||
Mona Sadat1؛ Mohammadhossein Imanikhoshkho2 | ||
1PhD student in Tourism, Faculty of Tourism, University of Science and Culture, Tehran, Iran | ||
2Professor, Department of Tourism, Faculty of Tourism, University of Science and Culture, Tehran, Iran. | ||
چکیده [English] | ||
Context and Purpose: This study, using a descriptive survey approach, examines the role of religious tourism in Qom Province as the religious capital of Iran. The primary objective is to evaluate the impact of spiritual and cultural motivations on attracting pilgrims and analyze factors affecting their satisfaction and loyalty. Design/methodology/approach: Data were collected through questionnaires from 70 pilgrims. Data analysis was conducted using Smart PLS software. Findings: The results indicate that all direct relationships in the model were significant. The highest path coefficient pertained to travel satisfaction, while the impact of travel loyalty on the main variable was less significant. Spiritual and cultural motivations play a crucial role in attracting pilgrims. The quality of services provided also substantially affects pilgrim satisfaction. Conclusion: This study emphasizes that enhancing service quality and providing valuable experiences can increase pilgrim loyalty and boost religious tourism. There is a significant relationship between travel motivations and pilgrim satisfaction; moreover, pilgrim satisfaction positively affects their loyalty. Recommendations include conducting comprehensive evaluations of pilgrims’ motivations, satisfaction, and loyalty to enhance travel experiences; assessing influential factors such as the quality of religious sites, tourism infrastructure, and socio-cultural elements, and performing longitudinal research to examine changes in motivations over time. Originality/value: This research, focusing on Qom Province as the religious capital of Iran, demonstrates its innovation by comprehensively examining spiritual and cultural motivations in attracting pilgrims and analyzing factors affecting their satisfaction and loyalty. | ||
کلیدواژهها [English] | ||
Travel Motivation, Satisfaction, Loyalty, Religious Tourism, pls | ||
مراجع | ||
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