تأثیر ارزش ادراکی دریافت شده و حس مکان بر وفاداری گردشگران (مطالعۀ موردی: استان همدان)
محورهای موضوعی :
1 - دانشگاه اصفهان
کلید واژه: وفاداری به برند, ارزش ادراکی دریافت شده, تعلق به مکان, حس مکان, همدان. ,
چکیده مقاله :
هدف این پژوهش تحلیل عوامل اثرگذار بر وفاداری گردشگران از دو دیدگاه «ارزش ادراکی دریافت شده» و «حس مکان» است. تحقیق در سطح بررسی همبستگی است و هدف آن، پاسخ به این سؤال است که آیا میان ابعاد تشکیل‌دهندۀ ارزش ادراکی دریافت شده و حس مکان بر وفاداری نسبت به برند مقصد گردشگری ارتباطی وجود دارد یا خیر؟ اگر پاسخ مثبت است، میزان این همبستگی چگونه است و کدام یک از ابعاد، نقش بیشتری دارند؟ طبق فرمول کوکران، تعداد 384 پرسش‌نامه به‌صورت تصادفی بین جامعۀ آماری (گردشگران استان همدان در تابستان 95)، توزیع و جمع‌آوری شد. نتایج محاسبات همبستگی ضریب پیرسون، وجود ارتباط معناداری بین ابعاد ارزش ادراکی (ارزش کاربردی، ارزش عاطفی و ارزش اجتماعی) و حس مکان (هویت مکان، تعلق به مکان و وابستگی به مکان) با وفاداری گردشگران نسبت به برند مقصد گردشگری را تأیید میکند. R2استاندارد شده، 9/45 محاسبه شد و مدل، حدود 45 درصد تغییرات وفاداری گردشگران را پیش‌بینی میکند. ارزش ادراکی کاربردی و حس تعلق به مکان قدرت پیش‌بینی بالاتری برای متغیر وفاداری دارند. بعد از آن ها به‌ترتیب قدرت پیش‌بینی، ارزش عاطفی درک شده، ارزش اجتماعی، حس وابستگی به مکان و حس هویت مکان در وفاداری گردشگران نسبت به برند مقصد گردشگری نقش دارند.
The objective of this paper is to analyze the factors that impact tourist loyalty from two perspectives: “perceived value” and “sense of place”. The study aims to answer the following questions: Are there any relations between the dimensions of perceived value and sense of place with loyalty to the destination brand? If so, to what extent are they correlated? Which dimensions play a more important role? Sample size was determined by using Cochran’s formula. A total of 384 questionnaires were randomly destributed between tourists in Hamedan Province during summer 2016. Given the Pearson correlation coefficients, the dimensions of perceived value (Functional, emotional, and social value) and sense of place (identity, dependence, and attachment) were found to be associated with tourist loyalty to destination brand. Standardized R2 was 45.9 and nearly 45 percent of the variation in tourist loyalty was explained by the model. Perceived Functional value and sense of dependence were the strongest predictors of loyalty, followed by perceived emotional value, social value, sense of attachment, and sense of identity, respectively.
پایگاه اطلاع رسانی مرکز گردشگری علمی دانشجویان ایران. 5/09/1395. دسترسی Retrieved
from www.istta.ir/tourism/fa/
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