عوامل موثر بر مقاصد رفتاری گردشگران در بازدید از پارک های آبی شهر مشهد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشکده مدیریت و علوم اجتماعی، دانشگاه آزاد اسلامی تهران شمال

2 عضو هیئت علمی گروه مدیریت بازرگانی دانشگاه آزاد اسلامی واحد تهران شمال

چکیده

پارک‌های موضوعی نشان‌دهنده بخشی بزرگ و به‌سرعت در حال رشد در صنعت گردشگری و مهمان‌نوازی در جهان هستند که به موضوع پژوهشی جالب و مهم برای بازاریابان و فعالان در این صنعت تبدیل‌شده است. ایجاد و حفظ تجارب به‌یادماندنی در کنار تصویر ذهنی معنادار جزء ضروری کارکرد مدیریت بازاریابی در صنعت پارک آبی است که منجر به مقاصد رفتاری مانند توصیه پارک به دیگران و قصد بازدید مجدد از سوی بازدید کنندگان می‌شود. ازاین‌رو، هدف از این پژوهش بررسی عوامل موثر بر مقاصد رفتاری گردشگران در بازدید از پارک‌های آبی در سطح شهر مشهد است. این پژوهش توصیفی از نوع همبستگی است. به‌منظور دستیابی به هدف پژوهش، از جامعه موردنظر 384 بازدیدکننده به روش در دسترس انتخاب شد و با استفاده از پرسشنامه استانداردشده، به جمع‌آوری داده‌های پژوهش اقدام شد. همچنین برای تجزیه و تحلیل داده‌ها از مدل معادلات ساختاری استفاده شد.نتیجه آزمون فرضیات، حاکى از آن است که کیفیت تجربه بر تصویر ذهنی، رضایت و ارزش ادراک‌شده از سوی بازدیدکنندگان تأثیر مثبتی دارد؛ و تصویر ذهنی بازدیدکنندگان بر ارزش ادراک‌شده، رضایت و لذت بازدیدکنندگان اثر مثبت و قابل‌توجهی دارد. اگرچه ارزش ادراک‌شده و لذت بازدیدکنندگان بر رضایت تأثیر مثبتی دارد اما لذت بازدیدکننده به‌طور مستقیم بر مقاصد رفتاری او اثر نمی‌گذارد و این اثر به‌صورت غیرمستقیم و از طریق رضایت اتفاق می‌افتد. یافته‌های این پژوهش، بینشی برای مدیران و بازاریابان پارک‌های آبی فراهم می‌آورد و به آن‌ها اجازه می‌دهد که عوامل موثر بر مقاصد رفتاری بازدیدکنندگان همچون توصیه به دیگران و قصد بازدید مجدد از پارک آبی را درک کنند و درنتیجه خدمات را به‌گونه‌ای طراحی و سازمان‌دهی کنند که نیازهای بازدیدکنندگان را برآورده کند.

کلیدواژه‌ها


عنوان مقاله [English]

Factors influencing tourists' behavioral intentions in visit from water parks in the city of Mashhad

نویسندگان [English]

  • davood ghorbanzadeh 1
  • Hamidreza Saeednia 2
1 Islamic Azad university north of tehran
2 Islamic Azad university north of Tehran
چکیده [English]

Theme parks represent a huge and fast-growing part of the world's hospitality and tourism industry, which has become an interesting and important research topic for marketers and activists in this industry. Creating and preserving memorable experiences along with meaningful mental image is an essential part of the marketing management of the water park industry which leads to behavioral goals such as recommending the park to others and the intention of visitors to re-visit. Therefore, the purpose of this study is to investigate the factors influencing the behavioral intentions of tourists visiting water parks in the city of Mashhad. This is a descriptive research and of the correlational type. In order to achieve the purpose of the study, 384 visitors were selected using a simple sampling method and a standardized questionnaire. Also, structural equation modeling was used for data analysis. The results of the hypotheses testing showed that the quality of experience has a positive effect on the mental image, satisfaction and perceived value of the visitors, and the mental image of the visitors has a positive and significant effect on perceived value, satisfaction, and pleasure of the visitors. Although the perceived value and pleasure of visitors have a positive effect on satisfaction, the visitor's pleasure does not directly affect his or her behavioral intentions, and this effect occurs indirectly through satisfaction. The findings provide insights for water park managers and marketers and allow them to understand the factors affecting visitor behavior such as recommending others and the intention to re-visit the water park and as a result, organize services in a way that meets the needs of visitors

کلیدواژه‌ها [English]

  • behavioral intensions
  • experience quality
  • Water Park image
  • Perceived Value
  • delight
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