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مشارکت و فعالیت در شبکههای مجازی گردشگری و سرمایه‌ی اجتماعی مجازی در ایران | ||
| برنامه ریزی و توسعه گردشگری | ||
| مقاله 4، دوره 4، شماره 14، آذر 1394، صفحه 67-90 اصل مقاله (612.1 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| نویسندگان | ||
| غلامرضا غفاری* 1؛ مریم تقی‌زادگان2 | ||
| 1دانشیار دانشکده علوم اجتماعی، دانشگاه تهران | ||
| 2دانشجوی کارشناسی ارشد برنامه‌ریزی گردشگری، دانشگاه تهران | ||
| تاریخ دریافت: 04 مرداد 1394، تاریخ بازنگری: 07 آذر 1394، تاریخ پذیرش: 16 آذر 1394 | ||
| چکیده | ||
| دنیای ارتباطی جدید نه تنها ما را به هم مرتبط میکند، بلکه همسو و هم مقصد میکند. در واقع این رسانه‌ها و پیامهای ارتباطی شبکهای هستند که مقاصد گردشگری را به ما پیشنهاد می‌کنند. فعالیتهای رایج مانند اشتراکگذاری عکسها و تجربههای سفر، پسندیدن و کامنتگذاری، کاربران را به شبکههای پیوندی متصل میکند که گاه با یکدیگر به سفر میروند و به مقاصد گردشگری جهت میدهند. مقاله حاضر به بررسی رابطه‌ی بین مشارکت و فعالیت در شبکههای مجازی گردشگری ایران با وضعیت سرمایه‌ی اجتماعی کاربران شبکههای مجازی گردشگری میپردازد. بر این اساس پرسش اصلی مقاله حاضر عبارت است از اینکه: اشتراکگذاری تجربههای سفر، پسندیدن، کامنتگذاری و دیگر فعالیتهای شبکههای اجتماعی مجازی گردشگری چه تاثیری بر سرمایه‌ی اجتماعی مجازی در این شبکهها دارند؟ روش گردآوری دادهها مبتنی بر مطالعه پیمایشی و پرسشنامه اینترنتی است که به روش نمونه‌گیری غیر تصادفی گلوله‌برفی، 338 نفر از کاربران عضو شبکههای مجازی گردشگری مورد پرسش قرار گرفتند. یافتهها نشان داد که میزان سرمایه‌ی اجتماعی مجازی کاربران در شبکههای گردشگری ایرانی در حد متوسط رو به بالا است. در این راستا متغیرهای مدت زمان فعالیت کاربران، میزان مشارکت و تعداد پیشنهادهای سفر کاربران و در نهایت تعداد سفرهای کاربران رابطه‌ی معناداری با میزان سرمایه‌ی اجتماعی مجازی داشتند. اما متغیر گردشگری کاوشگرانه ـ برنامهای رابطه‌ی معناداری با سرمایه‌ی اجتماعی مجازی نداشت. تحلیل یافتهها نشان می‌دهد که شبکههای پیوندی، حمایت افراد از همدیگر و اعتماد کاربران در این شبکهها رو به افزایش است. تجمع سرمایه‌ی اجتماعی در فضای مجازی، نقش و تاثیر شبکههای مجازی گردشگری را نیز افزایش می‌دهد. | ||
| کلیدواژه‌ها | ||
| مشارکت و فعالیت؛ سرمایه‌ی اجتماعی مجازی؛ شبکههای مجازی گردشگری | ||
| عنوان مقاله [English] | ||
| Participation and Activity in Virtual Networks and Virtual Social Capital Tourism in Iran | ||
| نویسندگان [English] | ||
| Gholamreza Ghaffary1؛ Maryam Taghizadegan2 | ||
| 1Associate Professor, Assistant Professor of Social Sciences, University of Tehran | ||
| 2MA student at University of Tehran | ||
| چکیده [English] | ||
| Extended Abstract The reality of current world is captured by the virtual world. Nowadays, reference groups have been transferred from real world to virtual world and comments or recommendations are often shared on online networks and prior sources of knowledge such as official institutions have become less important. The new communicative world not only connects us together but also puts us in the same situation. In fact, the media and social networks are potentially able to offer us tourism destinations. Common activities such as sharing photos and travel experiences, likes and comments connect users to social networks when they travel together and choose their tourism destinations. Introduction This article investigates the relationship between participation and activity in the Iranian Tourism virtual networks with Status of user’s social capital in tourism virtual networks. Accordingly, the main question of this article is that: what’s the impact of sharing the travel experiences, likes, comments and other activities in tourism virtual social networks on virtual social capital in these networks? Materials and Method Data collection method in this article based on survey method with online questionnaire that 338 members of registered users were questioned by non-random snowball sampling method. Fist, in order to make contact with users, we discussed and consulted with the Networks Administrators by the snowball method and finally, it was decided that we go into the list of member's network due to the not available and non-recording users email address in their profile and we are ads Information on our research through chat rooms. So online interviews were conducted in both Simultaneous and asynchronous. In this way, first, we make communicated with tourism virtual networks users through chat rooms and we sent online questionnaire to the online user. Then if User-selectable was not online, we sent Designed questionnaire file to the chat room and we were waiting their answer. Discussion and Results The results indicated that virtual social capitals of users in Iranian Tourism networks are in upward average level. In this regard, three hypothesis of four basic hypotheses were confirmed and only one hypothesis was not confirmed. This means that in the first hypothesis, the Variables of duration of user’s activity, in second hypothesis, the amount of their Participation and the number of their travel suggestions and finally In third hypothesis, the number of user’s travels had a significant relationship with their virtual social capital. But, the variable of tourism exploratory-organized had not a significant relationship with the virtual social capital. This means that the tendency of tourist users to tourism exploratory-organized doesn’t make difference in Amount of their virtual social capital. The following, Fifth hypothesis test results showed that from sum of the user's individual characteristics (gender, age, marital status, Educational Degree and Occupation), two variables of Educational Degree and Occupation have significant relationship with amount of their virtual social capital in tourism network and the variables of gender, age and marital status haven’t significant relationship with amount of their virtual social capital in tourism network. Conclusion The Analysis of findings indicates that connective networks, individual’s support of each other and user’s trust in these networks is increasing. The accumulation of social capital in virtual space increases the role and impact of tourism virtual networks. All this shows that events future happen in virtual space. In this regard, also the research findings showed that how tourism destinations recommended by users. As nearly half of users (48/5 percent) have responded that they share their travels photos and videos after returning from a travel. connective networks between users in tourism virtual networks is very important, because 31/7 percent of users have stated that they can count on the help of their friends networks at the time of confrontation with problems. Even 42/4 percent of users have stated that they programming groups travel with their friend's network and only 30/6 percent of them hadn’t the same experience. Generally, confirming research hypothesis that there is a significant relationship between the Variables of duration of user’s activity and the amount of users Participation in networks and users virtual social capital shows that Active Users and with high participation have more social capital than users with lower activity and participation and they can as potential travelers to be more precise planning. In this way, it can manage tourism in real space to suit the status of activity and participation of user's networks. Keywords: Participation and Activity, Virtual Social Capital, Tourism Virtual Networks. References Ellison, B., Steinfield, N. and Lampe, C. (2007). The benefits of Facebook friends: Social capital and college students use of online social network sites, Journal of Computer-Mediated Communication, 12(4): 1143-1168. Blanchard, A. and Horan Claremont, T. (1998). Virtual Communities and Social Capital, Social Science Computer Review, 16(3): 293-307. Chiu, Ch., Hsu, M. and T.G. Wang, E. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories, Decision Support Systems, 42(3):1872-1888. Field, J. (2007). Social Capital, translated by Gholamreza Ghaffary and Hossein Ramezani, Tehran: Kavir. Flick, U. (2008). An Introduction to Qualitative Research, translated by Hadi jalili, Tehran: Ney. Forughzade, S. and Razavizade, N. (2014). Typology of tourists, the application of the Cohen's institutional model (Case Study: City of Mashhad), Journal of Tourism Planning and Development, 3(9):169-190. Ghaffary, GH. (2011). The Social Capital and the Security of Police, Tehran: Sociologists Publications. Guoxin, L., Xue, Y. and Songshan, H. (2014). Effects of social and community support on online community members intention to create user-generated content, Journal of Commerce Research, 15(3): 190-199. Huvila, L., Holmberg, K., EK, S. and Widen-Wulff, G. (2010). Social capital in second life, Online Information Review, 34(3): 295-316. Jeong, S. (2004). Sharing information and cultivating knowledge in virtual setting: Increasing social capital in virtual community of tourism, e-Review of tourism research (eRTR), 2(3): 1-19. Kermani, H., Abdollahian, H. and Dehghan, A. (2012). Measuring of the Social Capital in Virtual Social Networks, The Eighth Meeting of Iran social Media Researchers, Tehran, Media Cultural Center. Liff, S. (2005). Competing Models of Community Networks: Significance of Different Approaches to Place Based Web Sites for Community Participation and Engagement, community network analysis conference brighton. Linwu, G. and Jianfeng, W. (2014). How does social capital influence an online social network system, Issues in Information System, 15(1): 217-223. Mazlumi, N. and Jalali, S.H. (2012). Social networks and the success of tourism policy making's in Iran, Tourism Studies, 7(18): 25-48. - Mousavi, S.K. and Hadadi, F. (2011). Comparative analysis of social capital in the real world and the virtual world: With an emphasis on the youth 15 to 24 years old that Referred to Internet cafes in Isfahan city, Global Media Journal, 6(2):110-129. - Musavinasab, S.L. (2011). The impact of membership in virtual social networks on its user's social capital: A case study of Facebook virtual social network, master thesis, Social Communication Sciences, Allameh Tabatabai University. - Tavasoli, GH. and Amani Kalarijani, A. (2012). Analyzing of social capital dimension's in virtual social networks with emphasis on network theory, Media Studies, 7(18), 90-99. Tuutti, L. (2010). Online Community as a Source of Social Capital – A Qualitative Case study of The Other IBM, Department of Markrting and Management Aalto University School of Economics. Valenzuela, S., Park, N. and Kee, K. (2008). Lessons from facebook: The effect of social network sites on college students’ social capital, 9th International Symposium on Online Journalism, 1-37. Ziaeeparvar, H. and Aghili, V. (2009). The study of virtual social networks Penetration among the Iranian users, Media of Information and Librarianship, 4(20): 23-42. | ||
| کلیدواژه‌ها [English] | ||
| Participation and Activity, Virtual Social Capital, Tourism Virtual Networks | ||
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آمار تعداد مشاهده مقاله: 2,485 تعداد دریافت فایل اصل مقاله: 2,399 |
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