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ارائه الگوی تاثیر رسانه‌های جمعی بر توسعه صنعت گردشگری | ||
| برنامه ریزی و توسعه گردشگری | ||
| دوره 12، شماره 44، اردیبهشت 1402، صفحه 123-155 اصل مقاله (717.42 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2023.23350.3680 | ||
| نویسندگان | ||
| حسین یحیی زاده1؛ علی فلاح* 2؛ مهرداد متانی3؛ محمدرضا باقرزاده4 | ||
| 1مدیر روابط عمومی دانشگاه مازندران | ||
| 2استادیار گروه مدیریت رسانه، واحد نور، دانشگاه آزاد اسلامی، نور، ایران. | ||
| 3استادیار دانشگاه آزاد اسلامی واحد قائم شهر، گروه مدیریت | ||
| 4دانشگاه آزاد اسلامی ، قائمشهر، ایران | ||
| تاریخ دریافت: 25 آذر 1401، تاریخ بازنگری: 09 بهمن 1401، تاریخ پذیرش: 23 اسفند 1401 | ||
| چکیده | ||
| زمینه و هدف: فناوری اطلاعات در سال‌های اخیر تأثیر شگرفی بر تمامی بخش‌های صنعت گردشگری داشته و با ایجاد بستری یکپارچه، زمینة تحول، تسریع و تسهیل امور را فراهم کرده است. از این رو، هدف تحقیق حاضر با هدف ارائة الگوی تأثیر رسانه‌های جمعی بر توسعة صنعت گردشگری انجام گرفته است. روش‌شناسی: این پژوهش از نوع مطالعات توسعه‌ای، کمی و همبستگی از نوع مدل‌یابی معادلات ساختاری بود. جامعة آماری شامل کلیة مدیران و کارشناسان گردشگری استان مازندران می‌باشد که از این میان نمونه‌ای متشکل از 210 نفر انتخاب شده است. برای جمع‌آوری داده‌ها از پرسش‌نامة محققساخته استفاده شد. یافته‌های پژوهش: یافتهها نشان داد در تحلیل داده‌ها از ضریب همبستگی پیرسون و مدل‌یابی معادلات ساختاری (SEM) و فنون تحلیل مسیر برای تعیین روابط علّی و مدل‌یابی بهره گرفته شد. کلیة تحلیل‌ها در سطح اطمینان 95 درصد و با استفاده از نرم‌افزارهای SPSS و لیزرل انجام شد. ضرایب مسیر نشان داد کارکرد بسیج کنندگی با 71/0 بیشترین تأثیر را بر توسعة صنعت گردشگری دارد. پس از آن کارکرد همبستگی با ضریب مسیر 69/0، کارکرد پیوستگی با ضریب مسیر 61/0، کارکرد تفریح و سرگرمی با ضریب مسیر 59/0 و در نهایت کارکرد اطلاع‌رسانی با ضریب مسیر 56/0 به ترتیب بیشترین تأثیر را در توسعة صنعت گردشگری داشتند. نتیجه‌گیری: بنابراین می‌توان نتیجه گرفت رسانه‌ها می‌توانند با تبلیغات مثبت و یا منفی باعث تغییر نگرش گردشگران نسبت به مقصد گردشگری شوند. نوآوری و اصالت: شواهد و یافته‌های به‌دست آمده از این پژوهش حاکی از آن است که افق‌های تازه‌ای نسبت به این موضوع باز شده، به نحوی که به گسترش مرزهای دانش کمک کرده، حل مشکلات موجود را موجب گردیده و زمینه‌ساز پژوهش‌های آتی خواهد شد. | ||
| کلیدواژه‌ها | ||
| بسیج‌کنندگی؛ پیوستگی؛ تفریح و سرگرمی؛ اطلاع‌رسانی؛ گردشگری | ||
| عنوان مقاله [English] | ||
| Provide a model for the impact of mass media on the development of the tourism industry | ||
| نویسندگان [English] | ||
| hossein yahyazade1؛ ali fallah2؛ mehrdad matani3؛ Mohammad Reza Bagherzadeh4 | ||
| 1Director of Public Relations of Mazandaran University | ||
| 2Assistant professor, Department of media management, Noor Branch, Islamic Azad University, Noor, Iran. | ||
| 3Assistant Professor Department of management, Qaemshahr Branch, Islamic Azad Unuversity | ||
| 4Islamic Azad University, Ghaemshahr, Iran | ||
| چکیده [English] | ||
| Context and Purpose: In recent years, information technology has had a tremendous impact on all sectors of the tourism industry and has provided the basis for transformation, acceleration, and facilitation of affairs by creating an integrated platform. Therefore, the purpose of this study was to develop a model of the impact of mass media on the development of the tourism industry. Design/methodology/approach: This research is a kind of developmental, quantitative, and correlational study of structural equation modeling. The statistical population of the present study consisted of managers and senior tourism experts in Mazandaran. 210 samples were randomly selected from them. Findings: The correlation function with a path coefficient of 0.69, the continuity function with a path coefficient of 0.61, the entertainment function with a path coefficient of 0.59, and finally, the information function with a path coefficient of 0.56, respectively, have the greatest impact on industry development. Conclusion: Therefore, it can be said that the media can change the attitude of tourists towards the tourist destination, and positive or negative advertisements in the media can affect the number of incoming tourists in countries. Originality/value: The evidence and findings obtained from this research indicate that new horizons have been opened in relation to this topic, in such a way that it has helped to expand the boundaries of knowledge, solved existing problems, and will lay the groundwork for future researches. | ||
| کلیدواژه‌ها [English] | ||
| Mobilization, cohesion, recreation and entertainment, information, tourism | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 226 تعداد دریافت فایل اصل مقاله: 167 |
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