تأثیر خودپنداره گردشگران بر رضایت از سفر و تمایل به توصیه مقصد گردشگری (مورد مطالعه: سد چالیدره مشهد)
محورهای موضوعی :
1 - گروه مدیریت، دانشکده علوم انسانی،
کلید واژه: خودپنداره واقعی, خودپنداره ایده¬, آل, رضایت از سفر, تمایل به توصیۀ مقصد گردشگری,
چکیده مقاله :
خودپنداره فردی به توضیح و پیشبینی واقعیت‌های مختلف رفتارهای مصرف کننده کمک می‌کند. پژوهش حاضر درصدد بوده است تا تأثیر خودپنداره گردشگران مراجعه کننده به سد چالیدره مشهد را بر تمایل آن ها به توصیۀ مقصد گردشگری به دیگران با وساطت متغیرهای رضایت از سفر و تجربۀ سفر مورد آزمون قرار دهد. جامعۀ آماری پژوهش حاضر، تمامی گردشگران مراجعه کننده به سد چالیدره مشهد و نمونۀ آماری، 308 نفر از گردشگرانی هستند که به شیوۀ نمونه گیری تصادفی در دسترس انتخاب شدند. داده های مورد نیاز با بهره گیری از پرسش نامه جمع آوری گردیده و مدل مفهومی و فرضیه های تحقیق با بهره گیری از مدل سازی معادلات ساختاری و نرم افزار lisrel مورد بررسی قرار گرفت. نتایج این پژوهش بیانگر آن است که تجربۀ ادارک شده از سفر تسهیل گر رابطه میان خودپندارۀ ایده آل و رضایت از سفر گردشگران بوده و همین طور رضایت از سفر تسهیل گر رابطه میان تجربۀ ادراک شده از سفر و تمایل به توصیۀ مقصد گردشگری است. در نهایت نتایج این پژوهش می تواند موجب بهبود ادراک مدیران از رفتارهای گردشگران و زمینه ای برای سیاست گذاری در حوزۀ بازاریابی گردشگری باشد.
Individual self-concept explains and predicts different facets of consumer behavior. This study examined the effects of tourist self-concept on their intention to recommend destination, travel satisfaction and travel experience. The population of this study includes all tourists who were visiting Chalidarreh dam, among them 308 was selected randomly as the research sample. The data were collected by means of a questionnaire and were analyzed by structural equation modeling and LISREL software. The results show, the perception of travel experience, facilitates the relationship between ideal self-concept and travel satisfaction of tourists. Also the travel satisfaction, facilitates the relationship between perceived experience of travel and the intention to recommend tourist destination. The results of this study can improve the perception of managers which will provide a better understanding of tourist behavior and policy making in the field of tourism marketing.
فروغ زاده، سیمین؛ شریعتی، سعید؛ دانایی، مجید. (1391). «تحليل جامعه¬شناختي مدت اقامت زائران ايراني در شهر مشهد». مجلة مطالعات اجتماعي ايران. دورة ششم. شمارة 3 و 4. صص161-183.
Adcroft, A., Teckman, J., Hee Kwak, D., & Kang, J.-H. (2009). Symbolic purchase in sport: the roles of self-image congruence and perceived quality. Management Decision, 47(1), 85-99.
Armario EM (2008) Tourist satisfaction: An analysis of its antecedents.Annals of Tourism Research 21(4): 844–846.
Baker DA, Crompton J(2000).Quality, satisfaction and behavioral intentions. Ann Tourism Res;27(3),785–804.
Baly, M. E., (1986). Florence Nightingale and the Nursing Legacy (London: Croom Helm, 1986); FB Smith. Florence Nightingale: Reputation and Power, 1800-1930.
Başar, E. E., Türk, B., & Ünal, S. (2015). An Investigation of Self-Image Congruence Differences Between Materialistic and Non-Materialistic Consumers. Bogazici Journal: Review of Social, Economic & Administrative Studies, 29(2),234-252.
Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
Claiborne, C., & Sirgy, M. J. (2015). Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. Paper presented at the Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference.
Ekinci Y, Dawes PL, Massey GR .(2008) An extendedmodel of the antecedents and consequences of consumer satisfaction for hospitality services. Eur J Mark;42(1/2),35–68.
Ekinci Y, Sirakaya-Turk E and Preciado S (2013) Symbolic consumption of tourism destination brands. Journal of Business Research 66(6), 711–718.
Gration, D., Raciti, M., & Arcodia, C. (2011( .The role of consumer self-concept in marketing festivals. Journal of Travel & Tourism Marketing, 28(6), 644-655.
Helm, S. V., Renk, U., & Mishra, A. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors. European Journal of Marketing, 50(1/2), 58-77.
Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.
Japutra, A., Ekinci, Y., & Simkin, L. (2016). Self- congruence, brand attachment and compulsive buying behavior. Paper presented at the 2016 Global Marketing Conference at Hong Kong.
Joiner, T. A., & Bakalis, S. (2006). The antecedents of organizational commitment: the case of Australian casual academics. International Journal of Educational Management, 20(6), 439-452.
Kaihatu, T. S., & Spence, M. T. (2016). The relationship between shopping mall image and congruity on customer behaviour: Evidence from Indonesia. Australasian Marketing Journal (AMJ), 24(2), 141-145.
Kaltcheva, V. D., Patino, A., & Chebat, J.-C. (2011). Impact of retail environment extraordinariness on customer self-concept. Journal of Business Research, 64(6), 551-557.
Kim YH, Duncan J and Chung BW (2015) Involvement, satisfaction,perceived value, and revisit intention: A case study of a food festival. Journal of Culinary Science & Technology, 13(2), 133–158.
King Cecil, A. (2002). Ethics in preoperative practice: values, integrity and social policy. AORN J, 76(6), 1047-1053.
Koo W, Cho E and Kim YK (2014) Actual and ideal self-congruity affecting consumers’ emotional and behavioral responses toward an online store. Computers in Human Behavior 36(1), 147–153.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D.-J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Line, N. D., & Hanks, L. (2016). The other customer: The impact of self-image in restaurant patronage. Journal of Foodservice Business Research, 11(2),1-18.
Litvin, S. W., & Goh, H. K. (2002). Self-image congruity: a valid tourism theory? Tourism Management, 23(1)81-83.
Mat Som AP, Marzuki A, Yousefi M, et al. (2012) Factors influencing visitors’ revisit behavioral intentions: A case study of Sabah, Malaysia. International Journal of Marketing Studies ,4(4), 39–50.
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
O’Cass, A., & Muller, T. (2015). A Study of Australian Materialistic Values, Product Involvement and the Self-Image/Product-Image Congruency Relationships for Fashion Clothing Global Perspectives in Marketing for the 21st Century, 400-402.
Oh H, Fiore A, Jeoung M. Measuring experience economy concepts: tourism applications. J Travel Res 2007;46(2):119–32.
Sirgy, M. J. (2015). The Self-concept in relation to product preference and purchase intention Marketing Horizons: A 1980's Perspective ,350-354
Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340-352.
Todd, S. (2001). Self‐concept: a tourism application. Journal of Consumer Behaviour, 1(2), 184-196.
Verma, R., Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.