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تبیین نقش مولفههای اقتصاد تجربه بر رفتار گردشگران با نقش تعدیلگر اصالت (مورد مطالعه موزه گلستان تهران) | ||
| پژوهش های بازاریابی گردشگری و میهمان نوازی | ||
| مقاله 8، دوره 3، شماره 2 - شماره پیاپی 5، مهر 1404، صفحه 195-220 اصل مقاله (868.52 K) | ||
| نوع مقاله: مقاله پژوهشی مستقل | ||
| شناسه دیجیتال (DOI): 10.22080/tmhr.2026.30948.1113 | ||
| نویسندگان | ||
| محمد علیزاده* 1؛ سعیده اسماعیلی2؛ سماء طهماسب عالی3 | ||
| 1استادیار گروه ایرانشناسی، دانشگاه ولیعصر (عج) رفسنجان. | ||
| 2استادیار، گروه سیاستگذاری و توسعه گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران | ||
| 3کارشناس ارشد دانشگاه محقق اردبیلی، دانشکده علوم اجتماعی، گروه مدیریت دولتی و گردشگری، اردبیل، ایران | ||
| تاریخ دریافت: 08 دی 1404، تاریخ بازنگری: 11 بهمن 1404، تاریخ پذیرش: 19 بهمن 1404 | ||
| چکیده | ||
| زمینه و هدف: اقتصاد تجربه با تمرکز بر خلق تجربههای یکتا، چندحسی و معنادار، ارزش اقتصادی و خاطرات ماندگار گردشگران را شکل میدهد. موزهها با ارائۀ تجربههای آموزشی، زیباییشناختی و سرگرمکننده، بازدیدکنندگان را به بازیگران فعال تجربه تبدیل میکنند. هدف پژوهش حاضر بررسی تأثیر زیباییشناسی بر تجربۀ آموزشی و سرگرمی بازدیدکنندگان موزۀ گلستان، تأثیر تجربۀ آموزشی و سرگرمی بر خاطره و رفتار گردشگران و نقش تعدیلگر اصالت در روابط مذکور است. روش شناسی: این پژوهش از نظر هدف، کاربردی و از نظر روش جمعآوری داده، توصیفی-پیمایشی است. مدل مفهومی با استفاده از تکنیک مدلسازی معادلات ساختاری (SEM) مبتنی بر روش حداقل مربعات جزئی (PLS) و نرمافزار Smart-PLS آزمون شد. دادهها از طریق پرسشنامۀ استاندارد جمعآوری و پایایی و روایی مدل اندازهگیری از طریق بارهای عاملی، آلفای کرونباخ، پایایی ترکیبی، روایی همگرا (AVE) و روایی واگرا (معیار فورنل-لارکر) تأیید گردید. برازش مدل ساختاری نیز با شاخصهای R² و معناداری ضرایب مسیر (t-values) ارزیابی شد. یافته ها: زیباییشناسی تأثیر قوی و معناداری بر تجربۀ آموزشی و سرگرمی دارد. تجربۀ آموزشی و سرگرمی هر دو تأثیر مثبت و معناداری بر خاطره و رفتار گردشگران دارند. نقش تعدیلگر اصالت در رابطۀ آموزش با خاطره و زیباییشناسی با سرگرمی معنادار نبود و فرضیههای مرتبط رد شدند. نتیجه گیری و پیشنهادات: مؤلفههای زیباییشناسی، آموزش و سرگرمی نقش کلیدی در ایجاد خاطرات ماندگار و رفتارهای مثبت پس از بازدید ایفا میکنند. پیشنهاد میشود از فناوریهای تعاملی و چندرسانهای، بهینهسازی زیباییشناختی محیط و فعالیتهای سرگرمکننده برای ارتقاء تجربۀ بازدیدکنندگان استفاده شود. حفظ اصالت تاریخی و فرهنگی نیز بهطور طبیعی اعتبار تجربه را تضمین میکند. نوآوری و اصالت: این پژوهش با تمرکز بر کاخ گلستان بهعنوان یک میراث فرهنگی خاص و آزمون همزمان نقش تعدیلگر اصالت در روابط زیباییشناسی-سرگرمی، به ادبیات اقتصاد تجربه در گردشگری میراثی کمک میکند. | ||
| کلیدواژهها | ||
| اقتصاد تجربه؛ رفتار گردشگران؛ تجربه گردشگران؛ خاطره گردشگران؛ موزه گلستان | ||
| عنوان مقاله [English] | ||
| Explaining the Role of Experience Economy Components on Tourist Behavior with the Moderating Role of Authenticity (Case Study: Golestan Palace, Tehran) | ||
| نویسندگان [English] | ||
| mohammad alizadeh1؛ saiede esmaili2؛ Sama Tahmasb Ali3 | ||
| 1Assistant Professor, Department of Iranian Studies, Vali-e-Asr University of Rafsanjan, Iran. | ||
| 2Assistant Professor, Department of Tourism Policy and Development, Faculty of Tourism, University of Tehran, Tehran, Iran | ||
| 3Master of Science in Tourism Development Planning Management, University of Mohaghegh Ardabili, Faculty of Social Sciences, Department of Public administration and Tourism, Ardabil, Iran | ||
| چکیده [English] | ||
| Context and Purpose: Experience economy, focusing on creating unique, multi-sensory, and meaningful experiences, shapes the economic value and lasting memories of tourists by offering educational, esthetic, and entertaining experiences. The aim of the present study is to investigate the impact of esthetics on the educational and entertainment experience of Golestan Palace visitors, the impact of educational and entertainment experience on tourists' memory and behavior, and the moderating role of authenticity in these relationships. Design/methodology/approach: This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The conceptual model was tested using structural equation modeling (SEM) techniques based on the partial least squares (PLS) method and Smart-PLS software. Data were collected thru a standardized questionnaire, and the reliability and validity of the measurement model were confirmed through factor loadings, Cronbach's alpha, composite reliability, convergent validity (AVE), and discriminant validity (Fornell-Larcker criterion). The structural model fit was also evaluated using R² indices and the significance of path coefficients (t-values). Findings: According to the results, esthetics has a strong and significant impact on the learning and entertainment experience. Both educational and entertainment experiences have a positive and significant impact on tourists' memory and behavior. The moderating role of authenticity in the relationship between education and memory/aesthetics with entertainment was not significant, and the related hypotheses were rejected. Conclusion: Esthetic components, education, and entertainment play a key role in creating lasting memories and positive post-visit behaviors. It is recommended to use interactive and multimedia technologies, esthetic optimization of the environment, and fun activities to enhance the visitor experience. Preserving historical and cultural authenticity also naturally guaranties the credibility of the experience. Originality/value: This research contributes to the literature on the economics of experience in heritage tourism by focusing on Golestan Palace as a specific cultural heritage site. | ||
| کلیدواژهها [English] | ||
| Experience economy, tourist behavior, tourist experience, tourist memory, Golestan Palace | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 63 تعداد دریافت فایل اصل مقاله: 51 |
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