عوامل مؤثر بر واکنش های رفتاری بازدیدکنندگان از مقصدهای گردشگری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی دانشگاه سمنان

2 کارشناس ارشد دانشگاه سمنان

3 کارشناس ارشد مدیریت جهانگردی دانشگاه سمنان

چکیده

چکیده
درک واکنش های رفتاری بازدیدکنندگان برای مدیران مقصد گردشگری مهم می باشد. مقاله حاضر
تأثیر عواملی چون ویژگی های مقصد، کیفیت درک شده خدمات گردشگری، ارزش درک شده و رضایت را
بر واکنش های رفتاری گردشگران را مورد بررسی قرار می دهد. جامعه ی آماری تحقیق کلیه گردشگران
منطقه ی گردشگری طرقبه مشهد مقدس در تابستان 0931 می باشند که 939 نفر به عنوان نمونه آماری انتخاب
گردید. ابزار پژوهش پرسشنامه محقق ساخته است که پس از تأیید روایی و پایایی، توزیع و داده ها با استفاده
از تکنیک مدل یابی معادلات ساختاری در نرم افزار لیزرل تحلیل شد. مطابق با نتایج ویژگی های مقصد بطور
مستقیم و مثبت بر کیفیت درک شده خدمات گردشگری در مقصد تأثیر گذار است و ارزش درک شده و
رضایت بطور مستقیم و مثبت از کیفیت درک شده تأثیر می پذیرد، علاوه بر این تأثیر مستقیم مثبت ارزش
درک شده و رضایت بر واکنش های رفتاری نیز تأیید شده و همچنین کیفیت خدمات درک شده
بازدیدکنندگان بصورت غیر مستقیم و از طریق متغیرهای میانجی رضایت و ارزش درک شده، بر واکنش های
رفتاری تأثیر گذار است.

کلیدواژه‌ها


عنوان مقاله [English]

The study of effective factors on visitors' behavioral intentions in tourist destinations

نویسندگان [English]

  • Azim Zarei 1
  • Fatemeh Ghorbani 2
  • Mino Pedramnia 3
چکیده [English]

The perception of visitors' behavioral intentions is of great importance
for destination managers and marketers. The present study is about to
study the effective factors on visitors behavioral intentions in tourist
destinations,which examines the effect of destination
attributes ,perceived quality of destination offerings, perceived value
and satisfaction on behavioral intentions. The sample of the current
study considersall the visitors of Torghabe tourist destination in
Mashhad city in the summer of 2011 and chooses 494 visitors
randomly. The research questionnaire was developed by the
researcher after confirming the validity and reliability of data and then
followed by their distribution; finally data collection was done
through structural equation modeling and analyzed in LIZREL
software.the results shows destination attributes have direct positive
effect on perceived quality of destination offerings; and on the other
hand, perceived value and satisfaction are under direct effect of
perceived value. Furthermore, the positive direct effect of perceived
value and satisfaction on behavioral intentions was confirmed. The
results also indicated that visitors perceived value of destination
offerings has an indirect effect on behavioral intentions through
mediating variables of satisfaction and perceived value.

کلیدواژه‌ها [English]

  • tourist destination attributes perceived quality of destination offerings
  • Perceived Value
  • satisfaction
  • behavioral intentions
  • Torghabeh
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