طراحی و تبیین مدل تأثیر تبلیغات توصیه‎ای بر تصویر ذهنی گردشگران از مقصد گردشگری و قصد سفر (مطالعۀ موردی: اصفهان)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

دانشگاه شهید بهشتی

چکیده

رفتار گردشگران گاه تحت تأثیر استنباط آنها از تصویر ذهنی مقصد گردشگری قرار می‎گیرد و این مسئله از ابتدای مرحلۀ انتخاب مقصد سفر مشاهده می‎شود. منابع اطلاعاتی یکی از عوامل شکل‎دهندۀ تصویر ذهنی از مقصد است. هدف این پژوهش طراحی و تبیین مدل تأثیر تبلیغات توصیه‎ای بر تصویر ذهنی گردشگران از مقصد گردشگری و قصد سفر است. مدل پژوهش بر اساس مطالعات پیشین در داخل و خارج از کشور، بررسی نظر خبرگان دانشگاهی، بررسی صنعت گردشگری و دیدگاه­های مدیران آن و پیشنهادهای محقق بنا شده است. داده‎های پژوهش از طریق پرسشنامه جمع­آوری شده‎اند و با استفاده از مدل معادلات ساختاری و به‎کارگیری نرم­افزارهای SPSS وLISREL آزمون شده‎اند. جامعۀ آماری پژوهش شامل کلیۀ گردشگران خارجی است که در بهمن و اسفند 1393 از اصفهان دیدن کرده‎اند. به‎منظور جمع‎آوری داده‎‎ها با استفاده از روش نمونه‎گیری در دسترس، از 450 گردشگر نمونه‎گیری به‎عمل آمد. در نهایت، پس از تحلیل عاملی تمام فرضیه‎های پیشنهادی محقق به تأیید رسید و در مدل باقی ماند. بر مبنای تجزیه و تحلیل مسیر نیز، تمام فرضیه‎های پژوهش تأیید شدند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Designing and explaining a model of the effect of word of mouth on destination image of tourists and travel intention (case study of Isfahan)

چکیده [English]

Research indicated that tourists' behavior is affected by their perceptions on destination image and the issue is observed in the stage of destination choice. Researchers believed that various factors would affect the formation of destination image. Hence, this research aims to design and explain a model of word of mouth influence on tourists' destination image and travel intention. Research model was based on prior local and foreign studies, academic experts, managers of tourism industry, and researcher's propositions. Data was collected by questionnaire and was analyzed by SPSS and LISREL software. Population was international tourists who have visited Isfahan during ّJanuary and February 2015. A convenience sampling approach was employed to collect a sample of 450 tourists. Confirmatory factor analysis was used to confirm the proposed constructs. According to path analysis, 19 hypotheses were supported by the data

کلیدواژه‌ها [English]

  • Word of mouth
  • Media
  • Destination image
  • Travel decision
  • Tourist
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