تأثیر تبلیغات دهان‌به‌دهان آنلاین بر روی اعتماد گردشگران به مقصد و قصد سفر به آن

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران

2 کارشناس ارشد، مدیریت گردشگری، گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران

چکیده

توسعه اینترنت نقش بسزایی در گسترش تبلیغات دهان‌به‌دهان ایفا می­کند. هدف از پژوهش حاضر بررسی تأثیر تبلیغات دهان‌به‌دهان آنلاین بر روی اعتماد به مقصد (ایران) و قصد سفر به آن است. این پژوهش از لحاظ نوع مخاطب، بنیادی، از لحاظ هدف، توصیفی و از لحاظ روش گردآوری داده­ها، کمّی (پیمایشی) است و جامعه آماری آن را گردشگران اروپایی بالقوه ایران تشکیل می­دهند که در فضای مجازی حضور دارند. پس از توزیع پرسش­نامه مربوطه در فضای مجازی، از تحلیل عاملی تأییدی و مدل­سازی معادلات ساختاری برای تجزیه‌وتحلیل داده­ها استفاده شد. بر اساس یافته­های پژوهش (246=neWOM یک ابزار اعتماد ساز برای ایران به‌عنوان یک مقصد گردشگری است (01/0>P؛ 46/5=t) و اعتماد، قصد سفر را به دنبال دارد (01/0>P؛ 26/5=t). از سوی دیگر، یکی از شروط سفر گردشگران اروپایی به ایران آن است که از طریق eWOM به این کشور اعتماد پیدا کنند (01/0>P؛ 66/5=t).

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of eWOM on Destination Trust and Intention to Travel

نویسندگان [English]

  • Nasim Mohammadian Mahmoudjigh 1
  • Amin Soltani Horand 2
1 Ph.D. Candidate in Tourism Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
2 Master of Tourism Management: Tourism Marketing, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
چکیده [English]

Development of the internet plays an important role in expanding the concept of word-of-mouth (WOM). The purpose of this study is to examine the impact of online WOM on destination trust (here, Iran) and intention to travel. This research is a fundamental study in terms of its audiences, it is a descriptive study in terms of its purpose, and it is a quantitative survey in terms of its data collection method. The statistical population is potential European tourists using the internet and social media. After distributing the questionnaires on the selected social media, confirmatory factor analysis and a structural equation model test were performed to test the relationships among the variables. Based on the research findings, (n=246) eWOM is a trust builder tool for Iran as a tourist destination (t=5.46; p<0.01) and trust leads to travel intention (t=5.26; p<0.01). On the other hand, one of the conditions for traveling to Iran by Europeans tourists is to trust it, through eWOM (t=5.66; p<0.01).

کلیدواژه‌ها [English]

  • Online Word of Mouth (eWOM)
  • Destination Trust
  • Intention to Travel
  • European Tourists
  • Iran Tourism Industry
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