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تبیین نقش محتوای دیجیتال در شکلگیری نیات رفتاری گردشگران بالقوه با میانجیگری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی | ||
پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
مقاله 9، دوره 2، شماره 2 - شماره پیاپی 3، آذر 1403، صفحه 195-222 اصل مقاله (1.11 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22080/tmhr.2025.28838.1039 | ||
نویسندگان | ||
هلیا حسین زاده1؛ سجاد فردوسی* 2 | ||
1کارشناسی ارشد، مدیریت جهانگردی، گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران. | ||
2استادیار گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران. | ||
تاریخ دریافت: 25 اسفند 1403، تاریخ بازنگری: 12 فروردین 1404، تاریخ پذیرش: 21 فروردین 1404 | ||
چکیده | ||
زمینه و هدف: پژوهش حاضر با هدف بررسی نقش محتوای دیجیتال در شکل گیری نیات رفتاری گردشگران بالقوه با میانجی گری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی انجام شد. روش شناسی: گردآوری داده ها با استفاده از پرسشنامۀ استاندارد انجام گرفت. روایی پرسشنامه به صورت روایی واگرا و همگرا و پایایی نیز از طریق ضریب بارهای عاملی، پایایی ترکیبی و آلفای کرونباخ بررسی شد. تحلیل داده ها با استفاده از تکنیک مدلسازی معادلات ساختاری انجام گرفت. نمونه گیری به روش هدفمند و برابر با 223 نفر انجام شد. یافته ها: بازاریابی محتوایی دیجیتال تأثیر مثبت و مستقیمی بر نیات رفتاری گردشگران بالقوه دارد. همچنین تصویرسازی ذهنی و غرقگی بهعنوان متغیرهای میانجی، نقش مهمی در ارتباط بین بازاریابی محتوایی دیجیتال و نیات رفتاری گردشگران بالقوه ایفا میکنند. در این میان، تصویرسازی ذهنی بهصورت غیرمستقیم و از طریق تقویت تجربۀ غرقگی نیز بر نیات رفتاری گردشگران بالقوه مؤثر است. نتیجه گیری و پیشنهادات: تولید محتوای دیجیتال تخصصی و هدفمند برای جاذبههای زمینشناختی در مقصدهای ژئوتوریستی میتواند به عاملی تعیینکننده در فرآیند تصمیمگیری و انتخاب مقصد تبدیل شود؛ لذا بهکارگیری استراتژیهای خلاقانه در تولید محتوای دیجیتال و تقویت تصویرسازی ذهنی و غرقگی، می تواند بهطور مؤثری بر نیات رفتاری گردشگران بالقوه تأثیر گذاشته و آنها را به بازدید از مقصدهای ژئوتوریستی ترغیب نمایند. نوآوری و اصالت: این پژوهش با بررسی تأثیر بازاریابی محتوایی دیجیتال بر نیات رفتاری گردشگران بالقوه و نقش میانجیگری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی، شکاف پژوهشی موجود را پر کرده و بینشهای جدیدی برای توسعۀ این حوزه ارائه میدهد. | ||
کلیدواژهها | ||
محتوا؛ دیجیتال؛ تصویرسازی ذهنی؛ غرقگی؛ گردشگری | ||
عنوان مقاله [English] | ||
Explaining the Role of Digital Content in the Formation of Potential Tourists' Behavioral Intentions through Mental Imagery and Flow in Geotourism Destinations | ||
نویسندگان [English] | ||
Helia Hosseinzadeh1؛ Sajad Ferdowsi2 | ||
1M.A. in Tourism Management, Faculty of Tourism, University of Tehran, Tehran, Iran. | ||
2Assistant Professor, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran. | ||
چکیده [English] | ||
Context and Purpose: This research examines the role of digital content in shaping potential tourists' behavioral intentions through the mediating effects of mental imagery and destination immersion in geotourism destinations. Design/methodology/approach: Data were collected using a standardized questionnaire. The questionnaire's validity was assessed through both divergent and convergent validity, while reliability was evaluated using factor loadings, composite reliability, and Cronbach's alpha coefficients. Data analysis was performed using structural equation modeling techniques. A purposive sampling method was employed, resulting in a sample size of 223 participants. Findings: Digital content marketing has a positive and direct effect on potential tourists' behavioral intentions. Additionally, mental imagery and flow, as mediating variables, play an important role in the relationship between digital content marketing and potential tourists' behavioral intentions. Furthermore, mental imagery indirectly affects potential tourists' behavioral intentions by enhancing the flow experience. Conclusion: The production of specialized and targeted digital content for geological attractions in geotourism destinations can become a determining factor in tourists' decision-making and destination selection processes. Therefore, employing creative strategies in digital content production while enhancing mental imagery and immersion can effectively influence potential tourists' behavioral intentions and encourage them to visit geotourism destinations. Originality/value: By examining the impact of digital content marketing on potential tourists' behavioral intentions and the mediating role of mental imagery and flow in geotourism destinations, this study addresses the existing research gap and provides new insights for developing this field. | ||
کلیدواژهها [English] | ||
Content, Digital, Mental Imagery, Flow, Tourism | ||
مراجع | ||
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