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بررسی تاثیر تنوعطلبی و تازگیطلبی گردشگران بر نیت های بازدیدشان (مورد مطالعه: گردشگران شهر تهران) | ||
مدیریت بازرگانی | ||
مقاله 4، دوره 7، شماره 1، 1394، صفحه 43-65 اصل مقاله (976.25 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.50720 | ||
نویسندگان | ||
حسین بلوچی* 1؛ محمدرحیم اسفیدانی2؛ علی عمویی اوجاکی3 | ||
1دانشجوی دکتری مدیریت بازاریابی بینالملل، دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران | ||
2استادیار گروه بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران | ||
3دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، پردیس فارابی دانشگاه تهران، تهران، ایران | ||
چکیده | ||
صنعت گردشگری، یکی از مهمترین صنایع قرن حاضر است. برای موفقیت در این زمینه، باید گردشگران و رفتارهایشان را مطالعه کنیم. هدف این مطالعه، بررسی آثار متغیرهای رفتاری تنوعطلبی و تازگیطلبی بر نیتهای بازدید در کوتاهمدت، میانمدت و بلندمدت برای مطالعة فرایند بازگشت و شناسایی رفتار گردشگران شهر تهران است. پژوهش حاضر، کاربردی و توصیفی است. برای انجام این کار، نمونهای 390 نفری براساس جدول مورگان انتخاب شد و بهمنظور جمعآوری دادهها، از پرسشنامه استفاده شد. پایایی و روایی آن از طریق آلفای کرونباخ و تحلیل عاملی تأییدی سنجش شد. مدل مفهومی با استفاده از بخش ساختاری مدل معادلههای ساختاری و تحلیل مسیر سنجیده شد. یافتهها بیانگر آن است که تفاوت شایان ملاحظهای بین نیتهای بازدید در فواصل زمانی مختلف با توجه به تنوعطلبی و تازگیطلبی افراد وجود دارد. این متغیرها سبب میشوند که افراد در کوتاهمدت، تمایلی به بازدید از مقصد نداشته باشند، ولی در بازههای زمانی بلندمدت تأثیر این عوامل بر نیت بازدید کاهش مییابد. | ||
کلیدواژهها | ||
تازگی طلبی؛ تحلیل مسیر؛ تنوع طلبی؛ مدل معادله های ساختاری؛ نیت بازدید | ||
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