بررسی تاثیر تنوع‌طلبی و تازگی‌طلبی گردشگران بر نیت های بازدیدشان (مورد مطالعه: گردشگران شهر تهران)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی بین‌الملل، دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران

2 استادیار گروه بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، پردیس فارابی دانشگاه تهران، تهران، ایران

چکیده

صنعت گردشگری، یکی از مهم­‌ترین صنایع قرن حاضر است. برای موفقیت در این زمینه، باید گردشگران و رفتارهایشان را مطالعه کنیم. هدف این مطالعه، بررسی آثار متغیرهای رفتاری تنوع­‌طلبی و تازگی‌­طلبی بر نیت‌های بازدید در کوتاه‌مدت، میان‌مدت و بلندمدت برای مطالعة فرایند بازگشت و شناسایی رفتار گردشگران شهر تهران است. پژوهش حاضر، کاربردی و توصیفی است. برای انجام این کار، نمونه­ای 390 نفری براساس جدول مورگان انتخاب شد و به­منظور جمع‌آوری داده‌ها، از پرسشنامه‌ استفاده شد. پایایی و روایی آن از طریق آلفای کرونباخ و تحلیل عاملی تأییدی سنجش شد. مدل مفهومی با استفاده از بخش ساختاری مدل معادله‌های ساختاری و تحلیل مسیر سنجیده شد. یافته‌ها بیانگر آن است که تفاوت شایان ملاحظه­‌ای بین نیت‌های بازدید در فواصل زمانی مختلف با توجه به تنوع­طلبی و تازگی­‌طلبی افراد وجود دارد. این متغیرها سبب می‌شوند که افراد در کوتاه‌­مدت، تمایلی به بازدید از مقصد نداشته باشند، ولی در بازه‌های زمانی بلندمدت تأثیر این عوامل بر نیت بازدید کاهش می‌‍‌یابد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effects of Variety Seeking and Novelty Seeking on Tourists’ Revisit Intention (Case study: Tehran’s tourists)

نویسندگان [English]

  • Hosein Balochi 1
  • Mohammad Rahim Esfidani 2
  • Ali Amoei Ojaki 3
1 PhD Candidate, International Marketing Management, Faculty of Economic, Management and Official Sciences of University of Tehran, Iran
2 Associate Prof., Business Marketing, Faculty of Management, University of Tehran, Iran
3 PhD Candidate in Marketing Management, Business Management Group, University of Tehran, Farabi Campus, Gum, Iran
چکیده [English]

The tourism industry is one of the most important phenomena in this century. To success in this filed, we need to study tourists and their behaviors. The current study aims to investigate the effects of behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short, medium and long term, in order to study the process of return of tourists and identify tourists’ behavior in Tehran. This paper is applied and descriptive. 390 individuals were selected as the sample size based on Morgan table. To collect data, questionnaire is used. Questionnaire’s reliability and validity were measured by Cronbach's alpha and factor analysis. The conceptual model was examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term, these variables casue people not to revisit the destination; however, the effects of these variable on revisit intention will decrease in long term.

کلیدواژه‌ها [English]

  • novelty seeking
  • Path analysis
  • revisit intention
  • structural equation model
  • variety seeking
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