نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

2 استادیار گروه مدیریت بازرگانی، واحد رشت دانشگاه آزاد اسلامی، رشت، ایران

3 استادیار گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

4 استاد گروه جغرافیا، واحد رشت، دانشگاه آزاد اسلامی ، رشت ، ایران

چکیده

هدف این پژوهش، توسعه مقیاسی برای اندازه‌گیری اعتماد گردشگران به استان گیلان به‌عنوان یکی از جذاب‌ترین مقاصد گردشگری کشور با استفاده از روش تحقیق آمیخته است. داده‌های بخش کیفی، با استفاده از مصاحبه‌های نیمه ساختاریافته و تحقق اشباع‌نظری در مصاحبه دوازدهم با خبرگان دانشگاهی، سیاست‌گذاران و برنامه‌ریزان حوزه گردشگری جمع‌آوری شد. تحلیل داده‌ها به کمک نظریه داده‌بنیاد کلاسیک، در دو مرحله کدگذاری‌بنیادی و نظری منجر به استخراج 48 مفهوم، 19 مقوله فرعی و در نهایت 6 مقوله اصلی اعتماد به مدیریت مقصد گردشگری، آژانس‌های خدمات مسافرتی، کارکنان مراکز ارائه‌دهنده خدمات گردشگری و محتوای فضای مجازی؛ به‌عنوان ابعاد تشکیل‌دهنده اعتماد در صنعت گردشگری شد. در مرحله کمی نیز، بر مبنای مولفه‌های استخراج شده پرسشنامه تنظیم و در اختیار 389 نفر از گردشگران بازدیدکننده از شهرهای مختلف قرار گرفت و اعتبار مدل با استفاده از تحلیل عاملی اکتشافی و تاییدی تایید شد.

کلیدواژه‌ها

عنوان مقاله [English]

Develop a scale to measure tourists' trust in a tourist destination using a mixed approach

نویسندگان [English]

  • Somayeh Esmaeilzadeh 1
  • Narges Delafrooz 2
  • Ali Gholipur 3
  • Nasrolah Molaei 4

1 Ph.D. Student in Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

2 Assistant Professor of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

3 Assistant Professor of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran

4 Professor of Geography, Rasht Branch, Islamic Azad University, Rasht, Iran.

چکیده [English]

The purpose of this study is to develop a scale to measure the tourists trust in Gilan province as one of the most attractive tourist destinations in the country using the mixed method research. Qualitative data were collected using semi-structured interviews and saturation realization in the twelfth interview with academic experts, policy makers and tourism planners. Data analysis with the help of classic grounded theory, in two stages of Substantive and theoretical coding leads to the extraction of 48 concepts, 19 sub-categories and finally 6 main categories of trust in tourism destination management, travel service agencies, Employees of tourism service providers and cyberspace content; as a constituent dimension of trust in the tourism industry. In the quantitative stage, based on the extracted components, a questionnaire was prepared and given to 389 tourists visiting different cities and the validity of the model was confirmed using exploratory factor and confirmatory factor analysis.

کلیدواژه‌ها [English]

  • Tourism
  • Trust
  • Tourists' Trust
  • Guilan province
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