نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار، دانشکده گردشگری، دانشگاه سمنان
2 کارشناس ارشد مدیریت گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران
3 کارشناس ارشد مدیریت گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان،
چکیده
عصر حاضر به‌دلیل توسعه شتابان فناوری‌های واقعیت مجازی و واقعیت افزوده، شاهد عملیات بسیار شگرفی بوده است. فناوری‌ها نویدبخش رشد در بخش گردشگری هستند. با این حال در کشور ایران کمتر توجهی به کاربرد این پدیده در حوزه گردشگری شده است. عدم‌وجود پژوهش‌های پیشین در این زمینه سبب شد تا جایگاه فعلی داستان‌سرایی دیجیتالی تعاملی در حوزه سفر و گردشگری جهت ایجاد انگیزه سفر در گردشگران مورد بررسی قرار گیرد. پژوهش حاضر از نظر هدف، کاربردی و ازنظر جمع‌آوری و تحلیل داده‌ها، توصیفی- تحلیلی به‌شمار می‌رود. جامعه آماری پژوهش حاضر، گردشگران داخلی و خروجی هستند که از رسانه‌های دیجیتالی تعاملی استفاده می‌کنند. به جهت تجزیه و تحلیل داده‌ها از روش تحلیل عاملی اکتشافی استفاده شد. نتایج حاکی از آن است که میان عناصر داستان‌سرایی دیجیتال و ایجاد انگیزه سفر رابطه علی برقرار است و داستان‌سرایی دیجیتال از طریق رسانه‌های دیجیتالی تعاملی تأثیر مثبتی در ایجاد انگیزه سفر در گردشگران دارد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
An Investigation into the Impact of Digital Storytelling on Tourist Motivation
نویسندگان [English]
- Mohammad Najjarzadeh 1
- Mahboobeh Khoshakhlagh Jahanbahan 2
- Farid Najipour 3
1 Associate Professor, Tourism Faculty, Semnan University
2 Master of Tourism marketing, Tourism faculty, Semnan University, Semnan, Iran
3 Master of Tourism marketing, Tourism faculty, Semnan University, Semnan, Iran
چکیده [English]
The current era has witnessed remarkable advancements due to the rapid development of virtual reality (VR) and augmented reality (AR) technologies. These technologies hold immense promise for continuous growth in the tourism sector. However, in Iran, there has been less attention paid to the application of this phenomenon in the field of tourism. The lack of previous research in this field prompted an investigation into the current position of interactive digital storytelling in the travel and tourism industry to motivate tourists. This research is applied in terms of its purpose and descriptive-analytical in terms of data collection and analysis. T Exploratory factor analysis was used to analyze the data. The results indicate that there is a causal relationship between the elements of digital storytelling and travel motivation, and that digital storytelling through interactive digital media has a positive impact on motivating tourists to travel.
کلیدواژه‌ها [English]
- داستان‌سرایی دیجیتال
- رسانه‌های دیجیتالی تعاملی
- مخاطبین آنلاین
- انگیزه سفر
- واقعیت مجازی
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