تأثير رفتار ناخوشایند سایر گردشگران بر تجربه کلی گردشگر (مورد مطالعه: رستورانهای شهر مشهد)
محورهای موضوعی :
سید محمد صادق ایرانفر
1
(مؤسسه آموزش عالی شاندیز)
هادی رفیعی دارانی
2
(پژوهشکده گردشگری)
کلید واژه: رفتار ناخوشایند گردشگر#نظریه ارزیابی# تجربه کلی گردشگر#هیجان منفی#شناخت# مشهد,
چکیده مقاله :
هدف اصلی این مطالعه بررسی چگونگی ارزیابی گردشگر ناظر از بدرفتاری سایر گردشگران در محیط خدمات اشتراکی و تأثير آن بر تجربه کلی گردشگر از تجربه سفر میباشد. آمار و اطلاعات از طریق مصاحبه حضوری و تکمیل پرسشنامه از 411 گردشگر مشهد در سال 1398 بهدست آمد. آزمون فرضیات با روش مدلسازی معادلات ساختاری انجام گردید. نتایج مطالعه نشان داد که گردشگران در مواجهه با بدرفتاری سایر گردشگران در یک محیط خدماتی مشترک، از یک فرایند ارزیابی اولیه و ثانویه عبور نموده که رفتارهای مقابلهای فعال و غیرفعال را بهدنبال خواهد داشت. درک ناتوانی، فریب و تهدید هویت، مهمترین عوامل شناخت در این رویارویی است. درک فریب، تأثير مستقیم بر رفتارهای مقابلهای غیرفعال دارد و در نتیجه گردشگر تمایلی به حل مشکل با شرکت ارائهدهنده خدمات را نداشته و ارتباط مشتری- شرکت را بیسروصدا خاتمه میدهد. درک تهدید هویت، تأثيری مستقیم بر قصد تعویض دارد. درک ناتوانی، گردشگر را از حل فوری مشکل دلسرد نموده، درصورتیکه هیجانات منفی، تأثيری مستقیم و مثبت بر مقابله فعال دارد. همچنین مشخص گردید که هیجانات منفی گردشگر، تأثير منفی و معنیداري بر تجربه کلی گردشگر ميگذارند. بنابراین ارائهدهندگان خدمت، باید به اهمیت مدیریت تعاملات گردشگر-گردشگر و تأثير آن بر تجربه کلی گردشگر توجه داشته باشند.
This study sought to investigate how by-standing tourists evaluate other tourists' misbehavior in a shared service environment and how this evaluation may influence a tourist's overall experience. The required data were obtained through conducting interviews and administering a questionnaire on 411 tourists who visited Mashhad in 2019. Hypothesis testing was performed by structural equation modeling. This study revealed that tourists went through an evaluative process of primary and secondary appraisals that ended in active or passive coping behaviors. It was also found that perceived powerlessness, perceived betrayal, and perceived identity threat were the main cognitive factors in this process. Perceived betrayal exerted a significant effect on passive coping strategies, making the tourists unwilling to solve the problem with the service provider, and thus the customer-to-business relationship was terminated silently. Perceived identity threat positively affected switching intentions. On the other hand, perceived powerlessness discouraged tourists from seeking an immediate solution, while negative emotions led to immediate coping. Tourists' negative emotions were also found to have negatively influenced their evaluation of the overall experience. Therefore, it could be argued that service providers should pay attention to the importance of tourist-to-tourist interaction (TTI) management and take its impact on the overall tourist experience seriously.
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