توسعه مدل تصویر ذهنی گردشگران بالقوه از مقصد گردشگری ایران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت جهانگردی دانشکده مدیریت دانشگاه شیخ بهایی(نویسنده مسئول)

2 استاد دانشکده علوم اداری و اقتصاد دانشکده مدیریت دانشگاه اصفهان

3 دانشیار دانشکده علوم اداری و اقتصاد دانشکده مدیریت دانشگاه اصفهان

چکیده

هدف پژوهش حاضر در وهله اول شناسایی ابعاد تصویر ذهنی گردشگران سفر نکرده به ایران است و سپس تاثیر تصویرکلان، انگیزه گردشگران و فعالیت های ارتباطی مقصد بر ابعاد تصویر مقصد ایران بررسیخواهد شد. به این منظور رویکرد پژوهش ترکیبی، در نظر گرفته شد. جامعه آماری اعضای شبکه اجتماعی مجازی کوچ سرفینگ و لینکدین در هر دو مطالعه کیفی و کمی می باشد. نمونه ای به تعداد 74 نفر در مطالعه کیفی و 520 نفر در مطالعه کمی شرکت کرده اند. جهت شناسایی ابعاد تصویر ذهنی در مطالعه کیفی، از تکنیک تحلیل محتوا بهره گرفته شد. نمونه گیری در مطالعه کمی به شیوه نمونه گیری غیر تصادفیدر دسترس انجام شده است. داده های مربوط به ابعاد تصویر مقصد توسط تحلیل عاملی اکتشافی شناسایی و روابط بین سازه های مدل توسط تحلیل عاملی تاییدی و با استفاده از نرم افزار آموس بررسی گردید. نتایج مربوط به روش شناسی کیفی ابعاد 8 گانه تصویر را شناسایی کرد. نتایج فرضیات مدل مفروض پژوهش نشان می دهد که تصویر کلان، انگیزه گردشگران و فعالیت های ارتباطی مقصد بر تصویر ذهنی گردشگران از ایران موثر است. همچنین تاثیر تصویر ذهنی بر قصد بازدید گردشگران به ایران مورد تایید قرار گرفت 

کلیدواژه‌ها


عنوان مقاله [English]

Developing a Model of Potential Tourists’ Image of Iran as Tourist Destination

نویسندگان [English]

  • Somayeh Mahmood 1
  • Bahram Ranjbaryan 2
  • Said Fathi 3
چکیده [English]

The purpose of this study first is to develop a model to measure Iran’s Image from the perspective of those who have not visited Iran and then to investigate the effects of some factors such as Macro image of the destination, tourists’ motivation for travelling to Iran and marketing communication activities of the destination on the dimensions of the destination image. In the research, a mixed approach was adopted. The statistical populations of both quantitative and qualitative studies include members of Couch surfing and Linked-in social networks. For this purpose, a sample of 74 potential tourists were participated in the qualitative study and 520 ones were participated in the quantitative study. In order to identify the dimensions of the destination image, the content analysis technique was employed. The participants of the quantitative study were selected through a convenient sampling method. In order to identify the dimensions of the destination image exploratory factor analysis was applied. The research data were analyzed through confirmatory factor analysis in the AMOS software. The findings showed that Macro image of Iran, tourists’ motivation for traveling to Iran and marketing communication activities of the destination affect the dimensions and overall image of Iran. Destination image in turn affects the tourists’ intention to visit Iran.

کلیدواژه‌ها [English]

  • Destination Image
  • Macro Image
  • motivation
  • Communication Activities
  • Mixed Method Approach
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