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بررسی تأثیر پادکست مقصد بر قصد سفر گردشگران با نقش تعدیلگر اعتماد به پادکستهای ساختهشده با هوش مصنوعی: رویکرد آزمایشی | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 6، دوره 3، شماره 2 - شماره پیاپی 5، مهر 1404، صفحه 141-170 اصل مقاله (949.43 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2026.30497.1096 | ||
| نویسندگان | ||
| ریحانه بیدرام1؛ سمیه صالحی* 2؛ ثریا بختیاری بستاکی2 | ||
| 1گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران | ||
| 2گروه مدیریت، واحد نجفآباد، دانشگاه آزاد اسلامی، نجفآباد، ایران | ||
| تاریخ دریافت: 20 آبان 1404، تاریخ بازنگری: 07 دی 1404، تاریخ پذیرش: 14 دی 1404 | ||
| چکیده | ||
| زمینه و هدف: هدف اصلی این پژوهش، بررسی تأثیر پادکست مقصد بر قصد سفر گردشگران با نقش متغیر میانجی تصویر کلی ادراک شده از مقصد و نقش متغیر تعدیلگر اعتماد به پادکستهای ساختهشده با هوش مصنوعی است. روش شناسی: این پژوهش از نظر هدف، کاربردی و از نظر ماهیت، کمی، آزمایشی و با طرح پیشآزمون–پسآزمون تکگروهی انجام شد. جامعۀ آماری شامل ۸۰۷ هزار دنبالکنندۀ صفحه «ایران تراول» در شبکههای اجتماعی بود و براساس جدول مورگان و کرجسی حجم نمونه ۳۸۴ نفر تعیین شد، اما برای افزایش دقت و اطمینان، ۴۰۰ پرسشنامه توزیع و نمونهگیری بهصورت متناسب انجام گردید. پادکست آزمایشی با استفاده از اپلیکیشن ویرا و مدلهای تولید گفتار مبتنی بر هوش مصنوعی طراحی شد تا تجربۀ شنیداری طبیعی، جذاب و قابل اعتماد از مقصد گردشگری اصفهان ایجاد کند. دادهها با پرسشنامۀ آنلاین گردآوری شد، روایی آن توسط خبرگان تأیید و پایایی متغیرها با آلفای کرونباخ بالاتر از ۰٫۷ تأیید گردید؛ تحلیلها با SPSS نسخۀ ۲۷ انجام شد. یافته ها: یافتهها نشان میدهد که پادکستهای مقصد بهطور معناداری تصویر شناختی، عاطفی و کلی مقصد را بهبود میبخشند و قصد سفر گردشگران را تقویت میکنند. تصویر شناختی با تأثیر مثبت بر تصویر عاطفی، در شکلگیری تصویر کلی مقصد نقش دارد و تصویر کلی ادراکشده نیز مستقیماً قصد سفر را افزایش میدهد. بااینحال، اعتماد به پادکست نقش تعدیلکنندۀ معناداری در این رابطه نشان نداد. بهطورکلی، پادکستهای مقصد ابزاری مؤثر در شکلدهی تصویر ذهنی و تقویت قصد سفر گردشگران هستند. نتیجه گیری و پیشنهادات: براساس یافتهها، پادکستهای مبتنی بر هوش مصنوعی میتوانند ابزار مؤثری در بازاریابی مقاصد گردشگری باشند. پیشنهاد میشود فعالان گردشگری با طراحی محتوای صوتی شخصیسازیشده و افزایش عناصر اعتماد، از این فناوری برای ارتقاء تصویر مقصد و ترغیب سفر استفاده کنند. نوآوری و اصالت: نوآوری پژوهش در افزودن متغیر اعتماد به پادکست به مدلهای رفتاری گردشگران و استفاده از پادکستهای تولیدشده با هوش مصنوعی بهعنوان ابزار تجربی بازاریابی گردشگری است؛ موضوعی نو که پیشتر بهصورت تجربی بررسی نشده است. | ||
| کلیدواژهها | ||
| پادکست؛ تصویر ذهنی مقصد؛ قصد سفر؛ اعتماد؛ هوش مصنوعی | ||
| عنوان مقاله [English] | ||
| The Role of Trust in AI-Generated Podcasts on Shaping Tourists’ Travel Intentions: An Experimental Approach | ||
| نویسندگان [English] | ||
| Reyhaneh Bidram1؛ Somayeh Salehi2؛ Soraya Bakhtiari Bastaki2 | ||
| 1Department of management, Se.C., Islamic Azad University, Semnan, Iran | ||
| 2Department of management, Na.C., Islamic Azad University, Najafabad, Iran | ||
| چکیده [English] | ||
| Context and Purpose: The main aim of this study is to examine the effect of destination podcasts on tourists’ travel intention, considering the mediating role of the overall perceived destination image and the moderating role of trust in AI-generated podcasts. Design/methodology/approach: This study is applied in purpose and quantitative in nature, conducted as a single-group pretest–posttest experimental design. The statistical population included 807,000 followers of the “Iran Travel” page on social media. Based on the Krejcie and Morgan table, the required sample size was 384, but to increase accuracy and confidence, 400 questionnaires were distributed using proportional sampling. The experimental podcast was designed using the Vira application and AI-based speech generation models to provide a natural, engaging, and reliable auditory experience of the tourist destination of Isfahan. Data were collected via an online questionnaire, whose content validity was confirmed by academic experts, and reliability of the variables was verified with Cronbach’s alpha above 0.7. Data analysis was conducted using SPSS version 27. Findings: The results indicate that destination podcasts significantly enhance the cognitive, emotional, and overall image of the destination and strengthen tourists’ travel intention. Cognitive image positively influences emotional image, which in turn contributes to shaping the overall perceived image, and the overall perceived image directly increases travel intention. However, trust in the podcast did not play a significant moderating role in this relationship. Overall, destination podcasts are effective tools for shaping mental images and boosting tourists’ travel intention. Conclusion: Based on the findings, AI-based podcasts can serve as effective tools in destination marketing. It is recommended that tourism practitioners design personalized audio content and enhance trust elements to leverage this technology for improving destination image and encouraging travel. Originality/value: The study’s novelty lies in incorporating trust in podcasts into tourists’ behavioral models and using AI-generated podcasts as an experiential marketing tool for tourism—an area that has not been empirically explored before. | ||
| کلیدواژهها [English] | ||
| Podcast, destination image, travel intention, trust, artificial intelligence | ||
| مراجع | ||
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