نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت جهانگردی دانشکده مدیریت دانشگاه شیخ بهایی(نویسنده مسئول)
2 استاد دانشکده علوم اداری و اقتصاد دانشکده مدیریت دانشگاه اصفهان
3 دانشیار دانشکده علوم اداری و اقتصاد دانشکده مدیریت دانشگاه اصفهان
چکیده
هدف پژوهش حاضر در وهله اول شناسایی ابعاد تصویر ذهنی گردشگران سفر نکرده به ایران است و سپس تاثیر تصویرکلان، انگیزه گردشگران و فعالیت های ارتباطی مقصد بر ابعاد تصویر مقصد ایران بررسیخواهد شد. به این منظور رویکرد پژوهش ترکیبی، در نظر گرفته شد. جامعه آماری اعضای شبکه اجتماعی مجازی کوچ سرفینگ و لینکدین در هر دو مطالعه کیفی و کمی می باشد. نمونه ای به تعداد 74 نفر در مطالعه کیفی و 520 نفر در مطالعه کمی شرکت کرده اند. جهت شناسایی ابعاد تصویر ذهنی در مطالعه کیفی، از تکنیک تحلیل محتوا بهره گرفته شد. نمونه گیری در مطالعه کمی به شیوه نمونه گیری غیر تصادفیدر دسترس انجام شده است. داده های مربوط به ابعاد تصویر مقصد توسط تحلیل عاملی اکتشافی شناسایی و روابط بین سازه های مدل توسط تحلیل عاملی تاییدی و با استفاده از نرم افزار آموس بررسی گردید. نتایج مربوط به روش شناسی کیفی ابعاد 8 گانه تصویر را شناسایی کرد. نتایج فرضیات مدل مفروض پژوهش نشان می دهد که تصویر کلان، انگیزه گردشگران و فعالیت های ارتباطی مقصد بر تصویر ذهنی گردشگران از ایران موثر است. همچنین تاثیر تصویر ذهنی بر قصد بازدید گردشگران به ایران مورد تایید قرار گرفت
کلیدواژه‌ها
عنوان مقاله [English]
Developing a Model of Potential Tourists’ Image of Iran as Tourist Destination
نویسندگان [English]
- Somayeh Mahmood 1
- Bahram Ranjbaryan 2
- Said Fathi 3
1
2
3
چکیده [English]
The purpose of this study first is to develop a model to measure Iran’s Image from the perspective of those who have not visited Iran and then to investigate the effects of some factors such as Macro image of the destination, tourists’ motivation for travelling to Iran and marketing communication activities of the destination on the dimensions of the destination image. In the research, a mixed approach was adopted. The statistical populations of both quantitative and qualitative studies include members of Couch surfing and Linked-in social networks. For this purpose, a sample of 74 potential tourists were participated in the qualitative study and 520 ones were participated in the quantitative study. In order to identify the dimensions of the destination image, the content analysis technique was employed. The participants of the quantitative study were selected through a convenient sampling method. In order to identify the dimensions of the destination image exploratory factor analysis was applied. The research data were analyzed through confirmatory factor analysis in the AMOS software. The findings showed that Macro image of Iran, tourists’ motivation for traveling to Iran and marketing communication activities of the destination affect the dimensions and overall image of Iran. Destination image in turn affects the tourists’ intention to visit Iran.
کلیدواژه‌ها [English]
- Destination Image
- Macro Image
- motivation
- Communication Activities
- Mixed Method Approach
Cronch, G. I. (2011). Destination competitiveness: an analysis of determinant attributes. Journal of Travel Research, 50(1), 27-45.
Devesa, M; Laguna, M; Palacios, A.(2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management .31,547–552
Dore,L; Crouch, G. I.(2003). Promoting destinations: An exploratory
study of publicity programs used by national tourism
organizations. Journal of Vacation Marketing, 9 (2), 137-151
Fodness,D.(1994)Measuring Tourism Motivation. Annals of Research. 21,555-581
Frías D. M., Rodríguez .M. A. 1, J. Castañeda A, Sabiote. C. M. Buhalis D. (2011) The formation of a tourist destination’s image via Information Sources: the Moderating Effect of Culture. International Journal of Tourism Research, Vol.14, pp.437-450.DOI: 10.1002/jtr.870
Heitmann, S. (2011). Tourist behaviour and tourist motivation. In P. Robinson, S.Heitmann, & P. Dieke (Eds.), Research themes for tourism, Oxfordshire (pp. 31–44).UK: CAB International
Jacobsen, J.K.S.; Munar, A.M.(2012). Tourist information search and
destination choice in a digital age. Tourism Management
Perspectives. (1) .39–47
Jang ,S.CH.; Cai.L.A.(2002). Travel motivations and destination choice: A study of British outbound market. Journal of Travel & Tourism Marketing, Vol.13, Issue 3, pp: 111- 133. DOI: 10. 1080/ 10548400209511570
Kotler, Philip (2000), Marketing Management, (Millennium Edition). New Jersey. Prentice Hall.
Lee, Ch.K.; Lee,Y.K.;Lee , B.(2005). Korea’s Destination Image
Formed By The 2002 World Cup. Annals of Tourism Research,
Vol. 32, No. 4, 839–858
Llodra-Riera,I., Martínez-Ruiz,M.P., Jim_enezZarco, A. I., Izquierdo -
Yusta, A. (2015). A multidimensional analysis of the information
sources construct and its relevance for destination image formation.
Tourism Management, 48. pp: 319-328
Marshalls, M.N.(2007). Country image and it's effects in promoting a
tourist destination. Master thesis in business administration. School
of management, Blekinge institute of technology
44 فصلنامه مطالعات مدیریت گردشگری- سال دهم- شماره 29 - بهار 1394
Martin,I.M.; Eroglu,S. (1993). Measuring a Multi-Dimensional Construct: Country Image. Journal of Business Research (28) 191-210
Munar, A. M. (2011). Tourist created content: Rethinking destination
branding. International Journal of Tourism Culture and Hospitality
Research, 5(3), 291–305.
Nadeau,J., Heslop,L., O’Reilly,N., Luk,P.(2008).Destination in a Country Image Context. Annals of Tourism Research, 35( 1) . pp:84–106.
Nicoletta,R., Servidio, R. (2012). Tourists' opinions and their selection of tourism destination images: An affective and motivational evaluation. Tourism Management Perspectives, 4, pp:19–27
Pappu,R.; Quester,P.G.; Cooksey,R.W.(2007). Country image and
consumer-based brand equity: relationships and implications for
international marketing. Journal of International Business Studies
.(38), 726–745
Patton,MQ.(2002). Qualitative Research and Evaluation Methods,3rd Edition,DOI: 10.1002/0470013192.bsa514, Copyright © 2005 John Wiley & Sons, Ltd
Prebensen, N.; Skallerud, K.; Chen, J. S. (2010). Tourist motivation with sun and sand destinations: Satisfaction and the WOM-effect. Journal of Travel and Tourism Marketing, 27(8), 858–873.
Qualman, E. (2009). Social nomics: How social media transforms the way we live and do business. Hoboken, N.J.: Wiley.
Sousa, C. M. P. ; Bradley, F. (2006). Cultural Distance and Psychic Distance: Two Peas in a Pod ?. Journal of International Marketing, 14(1), 49-70. http://dx.doi.org/10.1509/jimk.14.1.49
Stepchenkova, S; Li ,X.(2014). Destination image: Do top-of-mind associations say it all?. Annals of Tourism Research .45 .46–62 47
Wu, M.Y. ; Pearce. P.L. (2014). Chinese recreational vehicle users in Australia: A net no graphic study of tourist motivation. Tourism Management (43), 22-35
Zhang ,Y.; Peng,Y.(2014). Understanding travel motivations of
Chinese tourists visiting Cairns, Australia. Journal of Hospitality
and Tourism Management. (21), 44-53
Zhang,L(2006). The UK as a destination choice for Chinese tourists: An analysis of tourist motivation factors .A dissertation presented in part of consideration for the degree of MSc in tourism management and marketing
)