نوع مقاله : مقاله پژوهشی

نویسندگان

• سیّد محمّد میرتقیان رودسری ¹
• احمد پوراحمد ²
• کرامت اله زیاری ³

¹ دانش آموخته کارشناسی ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشکده جغرافیا، دانشگاه تهران.

² استاد جغرافیا و برنامه ریزی شهری، گروه جغرافیای انسانی، دانشکده جغرافیا، دانشگاه تهران

³ استاد جغرافیا و برنامه ریزی شهری، دانشکده جغرافیا، دانشگاه تهران.

چکیده

به منظور مدیریت بهتر رقابت در بازار گردشگری میراث فرهنگی، مهم است که رفتار گردشگر درک شود. یکی از نمودهای رفتار گردشگر، تمایلات رفتاری و وفاداری است. هدف از انجام تحقیق حاضر تبیین مدل وفاداری گردشگر میراث فرهنگی (ملموس و ناملموس) در مقصد رامسر است. جامعه آماری تحقیق گردشگران، بازدیدکنندگان و شرکت‌کنندگان در جاذبه‌های میراث فرهنگی رامسر هستند. بر اساس دستورالعمل‌ها، تعداد نمونه 780 نفر برآورد گردید. تحلیل داده ها از روش تحلیل مسیر از طریق نرم‌افزار Lisrel8.54 و SPSS25 انجام شد. یافته‌ها حاکی از آن است که متغیر ارزش، مشارکت و کیفیت ادراکی بر رضایت، اعتماد و وفاداری گردشگران میراث فرهنگی مقصد رامسر تاثیر مثبت و مستقیم دارند. همچنین متغیر رضایت بر اعتماد و وفاداری و متغیر اعتماد بر وفاداری این گردشگران موثر بوده است. مبتنی بر یافته‌ها و فرضیه‌های تایید شده، مدل نهایی و راهکارها در قالب نتیجه‌گیری و پیشنهاد‌ها ارائه گردید.

کلیدواژه‌ها

• وفاداری
• گردشگری میراث فرهنگی
• میراث فرهنگی ملموس و ناملموس
• رامسر

عنوان مقاله [English]

The Model of Factors Affecting Loyalty in Cultural Heritage Tourism in Ramsar Destination

نویسندگان [English]

• Seyyed Mohammad Mirtaghian Rudsari ¹
• Ahmad Pourahmad ²
• Keramatollah Ziari ³

¹ MA in Geography and Tourism Planning, Faculty of Geography, University of Tehran, Tehran, Iran.

² Professor of Geography and Urban Planning, Faculty of Geography, University of Tehran, Tehran, Iran.

³ Professor of Geography and Urban Planning, Faculty of Geography, University of Tehran, Tehran, Iran.

چکیده [English]

Introduction
Better management of competition in the cultural heritage tourism requires the understanding of the behavior and interaction with the tourist (Chen & Rahman, 2018). The importance of understanding loyalty of cultural heritage tourists as well as the factors affecting it is highlighted in the research literature focused on successful experiences in loyalty in cultural heritage tourism in the world (Chen & Rahman, 2018) as well as in specific destinations, such as Spain (Forgas-Coll et al., 2017), China (Yi et al., 2018), Macau (Wu & Li, 2017), India (Verma & Rajendran, 2017), and Ireland (Kempiak et al., 2017).
The tourist satisfied with his/her experience of Ramsar’s cultural heritage will likely travel again and make public advertisements about the city. Loyalty to the cultural heritage of Ramsar is considered an essential element for the sustainability of this destination and an important factor contributing to the competitive advantage and success in the tourism market. Furthermore, any attempt at enhancing tourist loyalty to the cultural heritage can significantly reduce the tourism pressure and overtourism in Ramsar beach and forests. In this respect, the present study tries to answer the key questions as what factors and to what extent affect loyalty of the tourists visiting the cultural heritage of Ramsar.
 
Materials and Methods
 
A descriptive and explanatory research, the present study is a quantitative attempt based on the path analysis method. The statistical population of the study includes the Iranian visitors who visited the cultural heritage attractions of Ramsar, which was estimated to be 780 individuals. The research employed convenience non-random sampling method. The data was collected through an electronic questionnaire administered from March 2019 to May 2019. The validity and reliability of the questionnaire were confirmed by exploratory factor analysis and Cronbach’s alpha, respectively. Moreover, the study used SPSS25 software to perform the classification as well as some data analysis, and the path analysis with Lisrel 8.5 Software to test the hypotheses.
 
Results and Discussion
 
The findings indicate that the variables of authenticity, image, and memorability of the cultural heritage attractions of Ramsar affect neither tourist satisfaction nor tourist trust. Moreover, the variables of authenticity, image, participation, and memorability do not affect tourist loyalty. The confirmed hypotheses suggest that the variables of perceived value, participation, and quality positively and directly affect  satisfaction, trust, and loyalty of the tourists visiting the cultural heritage of Ramsar. In addition, the variable of satisfaction has effects on trust and loyalty, and the variable of trust was found to have affected tourist loyalty.
 
Conclusion
As the main conclusion, the effects of attitude towards cultural heritage and experience of consuming cultural heritage on tourist loyalty were found to be stronger than the effect of individual variables on loyalty of the tourists visiting the cultural heritage of Ramsar. The variables of attitude towards cultural heritage and experience of consuming cultural heritage have a synergic effect, which means that the two variables together can have a significant impact on tourist loyalty. In fact, loyalty of the tourists visiting the cultural heritage of Ramsar is affected by all the variables of attitude towards cultural heritage and experience of consuming cultural heritage. Accordingly, the following recommendations are offered: to use local staff and space to provide cultural heritage tourism services; to balance the time and financial cost of delivering cultural heritage tourism services; to combine cultural heritage tourism with games, narration, and synergistic music, and offer an authentic environment—as it makes it fun to visit or participate in the cultural heritage attractions of Ramsar; and finally to diversify cultural heritage tourism products and the ways they are presented—based on market research (market segmentation) and destination research (existing capacities or capacity building).

کلیدواژه‌ها [English]

• Loyalty
• Cultural Heritage Tourism
• Tangible and Intangible Heritage
• Ramsar