Document Type : Research Paper
Abstract
Despite the importance of perceived risk related to tourism and willingness to revisit, few studies have been done on the effect of perceived risk on the willingness to revisit through the mediating role of destination image. By investigating the effect of perceived risk on the destination image and its mediating role on the perceived risk as well as the willingness to revisit, this study has created new insights. The statistical population consisted of all domestic tourists who visited Arg-e Bam in spring and early summer of 2016. Due to the lack of access to detailed statistics of tourists who have visited Bam, 200 domestic visitors were selected using convenience sampling method. The study is an applied research and uses descriptive - data collection (questionnaire) method. In this study, the mediating role of both cognitive and emotional images on the relationship of three risks of the physical, financial and social and psychological and willingness to revisit were investigated. The obtained results indicated that the cognitive and emotional images play a mediating role on the relationship between physical and financial risk and willingness to revisit; however, there is no mediating role on the relationship between social - psychological risk and willingness to revisit.
Keywords
ایران پناه، نصراله.، غفاری، محمد و شهبازی، غلامرضا. (1392)، بررسی نقش تصویر گردشگران کنونی در ترغیب گردشگران آتی برای مسافرت به مقصد گردشگری شیراز، برنامه ریزی و توسعه گردشگری، ۲(۵)، 158-146.
رنجبریان، بهرام و غفاری، محمد. (1391). تاثیر جنسیت بر استنباط از ریسک های سفر در بین گردشگران خارجی سفر کرده به شهر اصفهان، برنامه ریزی و توسعه گردشگری، ۱(۲)، ۱۱۲-95.
رنجبریان، بهرام و قنبری، حسن. (1384). وجه استنباط شده از مقصد گردشگری عاملی برای کسب مزیت رقابتی در صنعت توریسم و گردشگری، سومین کنفرانس بین المللی مدیریت، تهران.
رنجبریان، بهرام و غفاری، محمد. (1391). ارزیابی نقش سن در استنباط از ریسک های سفرهای خارجی گردشگران خارجی سفر کرده به شهر اصفهان به عنوان مورد مطالعه، مطالعات جغرافیایی مناطق خشک، ۳(۹)، 31-19.
صمدی، منصور. (1391). بررسی عوامل تأثیرگذار بر ادراک گردشگران خارجی از مقصدهای گردشگری در ایران: معرفی مکان به عنوان یک نام و نشان تجاری، برنامه ریزی و توسعه گردشگری، ۱(۳)، 66-87.
منصوری موید، فرشته و سلیمانی، سمیرا. (1391). ابزارهای بازاریابی و تصویر ذهنی گردشگران از مقصد، فصلنامه علمی – پژوهشی مطالعات مدیریت گردشگری، ۷(۱۸)، ۹۳- ۱۱۰.
همتی، رضا و زهرانی، داود. (1393). بررسی عوامل موثر بر رضامندی و وفاداری گردشگران خارجی به اصفهان به مثابه برند گردشگری، برنامه ریزی و توسعه گردشگری، ۳(۱۰)، ۱۸۲- ۲۰۴.
Assaker, G., Vinzi, V. E., & O’Connor, P. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourists’ return pattern: a two factor, non-linear latent growth model. Tourism Management, 32(4), 890-901.
Baloglu, S. (2000). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 8(3), 81-90.
Chao, W. Z. (2005). Marketing tools as factors in destination image. formation Master of Science Dissertation, San Jose state university.
Chao, W. Z. (2005). Marketing tools as factors in destination image. formation Master of Science Dissertation, San Jose state university.
Chen, H. J., Chen, P. J., & Okumus, F. (2012). The relationship between travel constraints and destination image: a case study of Brunei. Tourism Management, 35(1), 198-208.
Chew,E.Y.T., Jahari.S.A.(2014). Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan. Tourism Management, 40, 382-393.
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach. Tourism Management, 29(4), 624-636.
Coshall, J.T. (2003). The Threat of Terrorism as an Intervention of International Travel Flows. Journal of Travel Research, 42(1), 4–12.
Dolnicar, S. (2005). Understanding barriers to leisure travel: tourist fears as a marketing basis. Journal of Vacation Marketing, 11(3), 197-208.
Fuchs, G., & Reichel, A. (2006). Tourist destination risk perception: the case of Israel. Journal of Hospitality & Leisure Marketing, 14(2), 83-108.
Kozak, M., Crotts, J. C., & Law, R. (2007). The impact of the perception of risk on international travelers. International Journal of Tourism Research, 9(4), 233-242.
Lehto, X., Douglas, A. C., & Park, J. (2008). Mediating the effects of natural disasters on travel intention. Journal of Travel & Tourism Marketing, 23(2/3/4), 29-43.
Lepp, A., Gibson, H., & Lane, C. (2011). Image and perceived risk: a study of Uganda and its official tourism website. Tourism Management, 32(3), 675-684.
Li, M., Cai, L. A., Lehto, X. Y., & Huang, Z. (2010). A missing link in understanding revisit intention e the role of motivation and image. Journal of Travel & Tourism Marketing, 27(4), 335-348.
Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46(1), 5-14.
Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’ and ‘pull’ factors of a tourist destination: the role of nationality - an analytical qualitative research approach. Current Issues in Tourism, 14(2), 121-143.
Qi, C. X., Gibson, H. J., & Zhang, J. J. (2009). Perceptions of risk and travel intentions: the case of China and the Beijing Olympic Games. Journal of Sport & Tourism, 14(1), 43-67.
Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465-476.
Quintal, V., Lee, J., & Soutar, G. (2010). Risk, uncertainty and the theory of planned behavior: a tourism example. Tourism Management, 31(6), 797-805.
Rittichainuwat, B. N. (2006). Tsunami recovery: a case study of Thailand’s tourism. Cornell Hotel & Restaurant Administration Quarterly, 47(4), 390 - 404.
Reichel, A., Fuchs, G., & Uriely, N. (2007). Perceived risk and the non institutionalized tourist role: the case of Israeli student ex-backpackers. Journal of Travel Research, 46(2), 217-226.
Reichel, A., Fuchs, G., & Uriely, N. (2009). Israeli backpackers: the role of destination choice. Annals of Tourism Research, 36(2), 222-246.
Rittichainuwat, B. N., & Chakraborty, G. (2012). Perceptions of importance and what safety is enough. Journal of Business Research, 65(1), 42-50.
Roehl, W. S., & Fesenmaier, D. R. (1992). Risk perceptions and pleasure travel: an exploratory analysis. Journal of Travel Research, 30(4), 17-26.
Tasci, A. D., & Gartner, C. W. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(5), 413-425.
Taylor, T., &Toohey, K. (2006). Impacts of Terrorism-related Safety and Security Measures at a Major Sport Event. Event Management, 9, 199–209.
)