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بررسی سازوکار اثرگذاری محدودیتهای سفر و مدیریت بحران درک شده بر قصد سفر پس از بحران کووید-19 با در نظر گرفتن نقش متغیرهای میانجی سوگیری منفی و نگرش اعتماد (مطالعه موردی: شهر یزد) | ||
| برنامه ریزی و توسعه گردشگری | ||
| دوره 12، شماره 44، اردیبهشت 1402، صفحه 7-31 اصل مقاله (640.67 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2023.23549.3696 | ||
| نویسندگان | ||
| یزدان شیرمحمدی* 1؛ علی دلشاد2؛ سارا زرین کفش مجد3 | ||
| 1دانشیار دانشگاه پیام نور، گروه مدیریت بازرگانی، تهران، ایران | ||
| 2بخش مدیریت جهانگردی/دانشکده اقتصاد، مدیریت و حسابداری/دانشگاه یزد | ||
| 3دانشگاه پیام نور واحد کرج، گروه مدیریت | ||
| تاریخ دریافت: 02 آبان 1401، تاریخ بازنگری: 18 مرداد 1401، تاریخ پذیرش: 26 بهمن 1401 | ||
| چکیده | ||
| زمینه و هدف: مطالعة حاضر با هدف بررسی درک مسافران از گردشگری در هنگام شیوع بیماری همه گیری کووید-19 و در نتیجه قصد خرید در آینده طراحی شده است. در حقیقت این مطالعه روابط بین محدودیت های سفر، سوگیری منفی، نگرش، مدیریت بحران درک شده و قصد رفتاری پس از بحران را در مقصد گردشگری شهر یزد به بوتة آزمون گذاشته است تا بر اساس نتایج به دست آمده، امکان ارائة راهبردهای بهبود بازار گردشگری در دوران پساکرونا فراهم شود. روش شناسی: در این پژوهش برای گردآوری داده‌ها از روش های کتابخانه ای و پیمایشی مبتنی بر پرسشنامه استفاده شد. جامعة آماری پژوهش، گردشگران ورودی به شهر یزد بوده است. حجم نمونه به روش نمونه گیری تصادفی و به تعداد 389 نفر در نظر گرفته شد. تجزیه و تحلیل داده ها نیز با نرم افزارهای SPSS نسخه 27 و Amos نسخة 24 انجام شد. یافته ها: نتایج پژوهش نشان داد که هرچه محدودیت های سفر بیشتر باشد، سوگیری منفی افراد بیشتر می‌شود. نتیجه گیری و پیشنهادات: بهتر است در دوران پساکرونا محدودیت ها از جمله قرنطینة شهرها و عدم ورود و خروج به وسیلة اتومبیل شخصی کمتر شود. کافی بودن داشتن کارت واکسیناسیون و عدم نیاز به داشتن تست کووید-19 و ... می تواند از محدودیت ها کاسته و در نتیجه سوگیری منفی افراد را نیز کم کند. همچنین هرچه مدیریت بحران دقیق تر و بهتر انجام شود، گردشگران نگرش بهتر و اعتماد بیشتری خواهند داشت. نوآوری و اصالت: مهمترین نوآوری تحقیق آزمون روابط بین متغیرهای تحقیق در مدل نظری پان و همکاران (2021) در یک مقصد گردشگری میراثی است که نشان داد که تمام روابط مشخص و تأیید شده در مدل مربوطه (به غیر از نقش تعدیل گری نوع مسافر در رابطه بین سوگیری منفی و قصد پس از بحران و نقش تعدیل گری وضعیت مالی در رابطة بین مدیریت بحران درک شده و نگرش-اعتماد)، در مقصد گردشگری شهر یزد و گردشگران متقاضی سفر به این شهر برقرار است. در نهایت مهم ترین دستاورد عملی این تحقیق دستیابی به این یافته بود که تصمیم سازان، سیاست گذاران و مدیران کسب و کارها و مقصدهای گردشگری با بررسی ادراک گردشگران از بحرانهایی مانند همه گیری کووید-19، می توانند استراتژی های اثربخشی را برای احیای فعالیت های گردشگری پساکرونا، برگزینند. | ||
| کلیدواژه‌ها | ||
| محدودیت های سفر؛ همه گیری کووید-19؛ مدیریت بحران؛ گردشگری؛ قصد سفر پس از بحران | ||
| عنوان مقاله [English] | ||
| The mechanism of effects of travel constraints and perceived crisis management on post-crisis intention considering the mediation role of negativity bias and attitude-trust variables (the case of study: Yazd City) | ||
| نویسندگان [English] | ||
| Yazdan Shirmohammadi1؛ Ali Delshad2؛ Sarah Zarrin kafsh Majd3 | ||
| 1Associate Professor, Payame Noor University, Department of Business Management, Tehran, Iran | ||
| 2Tourism Management division/Faculty of economics, management and accounting/Yazd University | ||
| 3Management Department, Payment Noor University, Karaj campus | ||
| چکیده [English] | ||
| Context and Purpose: the present study was designed to investigate travelers' perceptions of tourism during the outbreak of the Covid-19 pandemic and thus the intention to purchase in the future. In fact, this study has tested the relationships between travel constraints, negative bias, attitude, perceived crisis management, and post-crisis behavioral intention in the tourism destination of Yazd. According to the results, the possibility of offering outstanding improvement strategies was provided. Design/methodology/approach: The statistical population of the study was incoming tourists to Yazd. The sample size was 384 people selected by random sampling method. The face validity of the questionnaire was reviewed and confirmed by forty management and tourism experts. The total reliability of the questionnaire was obtained using Cronbach's alpha induction coefficient of 0.818. The relationship between variables was tested by the Pearson correlation test and the research model was tested using the structural equation modeling technique. Data analysis was performed with SPSS software version 27 and Amos version 24. Findings: The results of research on the intensity of correlations showed that the strongest effect in the model is related to the effect of travel restrictions on negative bias with a coefficient of 0.32 and then related to the effect of perceived crisis management on trust attitude with a coefficient of 0.28. Conclusion: These results showed that more travel restrictions would cause more negative bias. Therefore, it is better to reduce restrictions in the post-corona era, such as quarantining cities and not entering and leaving by private cars. Adequacy of having a vaccination card and not needing to have a Covid-19 test can reduce the restrictions and thus, reduce the negative bias of people. The findings also showed that the more accurate and better crisis management would cause the better attitude and confidence of tourists. Originality/value: The innovation of the current research is to investigate the relationships between travel restrictions, negative bias, attitude, perceived crisis management, and behavioral intention after the crisis in the tourism destination of Yazd City as one of the most important heritage tourism destinations in the country in order to reach conclusions based on the results. It is possible to present outstanding strategies for improving the tourism market in the post-corona era in this destination. | ||
| کلیدواژه‌ها [English] | ||
| Travel Constraints, Covid-19 Pandemic, Crisis Management, Tourism, Post-crisis Intention | ||
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