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مهرجو, مهرداد, احمدی, حسن. (1403). ارزیابی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت. لسان مبین, 2(2), 35-49. doi: 10.30479/ust.2024.20060.1144
مهرداد مهرجو; حسن احمدی. "ارزیابی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت". لسان مبین, 2, 2, 1403, 35-49. doi: 10.30479/ust.2024.20060.1144
مهرجو, مهرداد, احمدی, حسن. (1403). 'ارزیابی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت', لسان مبین, 2(2), pp. 35-49. doi: 10.30479/ust.2024.20060.1144
مهرجو, مهرداد, احمدی, حسن. ارزیابی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت. لسان مبین, 1403; 2(2): 35-49. doi: 10.30479/ust.2024.20060.1144

ارزیابی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت

اندیشه راهبردی شهرسازی
مقاله 3، دوره 2، شماره 2 - شماره پیاپی 4، شهریور 1403، صفحه 35-49    اصل مقاله (1.37 M)
نوع مقاله: مقاله علمی - پژوهشی
شناسه دیجیتال (DOI): 10.30479/ust.2024.20060.1144
نویسندگان
مهرداد مهرجو* 1؛ حسن احمدی2
1دانشجوی دکتری شهرسازی، دانشکده معماری و هنر، دانشگاه گیلان، رشت، ایران
2دانشیار گروه شهرسازی، دانشکده معماری و هنر، دانشگاه گیلان، رشت، ایران
تاریخ دریافت: 08 اسفند 1402،  تاریخ بازنگری: 26 مرداد 1403،  تاریخ پذیرش: 26 مرداد 1403 
چکیده
مقدمه: تعداد محدودی از مطالعات تجربی بررسی کرده‌اند که چگونه تجربه گردشگران پس از سفر تأثیری بر تصویر مقصد می‌گذارد. اما برخی از ارتباطات بین تجربه، تصویر، رضایت و رفتار هنوز به طور کامل درک نشده‌اند، به خصوص در حوزه بوم‌گردی که مدیریت تصویر مقصد در آن می‌تواند چالش‌برانگیزتر باشد.

هدف پژوهش: بررسی عوامل مؤثر بر تجربه گردشگر پس از سفر در سایت‌های بوم‌گردی شهرستان رشت می‌باشد.

روش‌شناسی: روش تحقیق در این پژوهش از نوع همبستگی و در چارچوب روش‌های تحلیلی است. برای جمع‌آوری اطلاعات، از تکنیک پرسشنامه محقق ساخته استفاده شده‌است. میزان آلفای کرونباخ این تعداد پرسش‌نامه 0/924 است. جامعه پژوهش با استفاده از فرمول کوکران 384 نفر محاسبه شده‌است. روش حجم نمونه‌گیری خوشه‌ای یک مرحله‌ای و بین گردشگران و شهروندان مراجعه‌کننده به طبیعت‌ رشت مورد بررسی قرار گرفت که برای تحلیل نتایج پرسشنامه‌ها، و تأثیر تجربه گردشگر بر وفاداری، رضایت و تصویر مقصد با استفاده از روش مدل‌سازی معادلات ساختاری استفاده ‌شده‌است. برای تجزیه و تحلیل اطلاعات از نرم-افزار SPSS 25 و لیزرل برای محاسبه شاخص‌های برازش داده-مدل برای ‌ارائه مدل تحلیلی ساختاری متغیر‌های پژوهش استفاده شده‌است.

یافته‌ها و بحث: با توجه به مقدار ضریب تأثیر می‌توان بیان نمود که اثر شاخص‌های تجربه گردشگر بر متغیر تجربه گردشگر مثبت، مستقیم و در حد متوسط به بالا برآورد گردید، به این معنا که افزایش میزان شاخص‌های تجربه گردشگر می‌تواند در حد بالایی منجر به تقویت تجربه گردشگر در رشت گردد.

نتیجه‌گیری: نشان داد که رضایت متاثر از تجربیات گردشگری و تصویر مقصد است. تجربه گردشگری تأثیر مستقیم بر رضایت و تأثیر غیرمستقیم از طریق تصویر مقصد داشت. علاوه‌بر این، رضایت بطور مستقیم تحت تأثیر هر دو بعد تصویر مقصد ویژه و کلی و دو بعد تجربه (یادگیری و متفاوت)، در حالی که بطور غیرمستقیم تحت تأثیر سه بعد تجربه (تجربه فعال، حواس مربوط به تجربه و عاطفی) از طریق تصویر مقصد قرار گرفت.
کلیدواژه‌ها
تجربه گردشگری؛ تصویر مقصد؛ رضایت؛ وفاداری؛ گردشگر بوم‌گردی
عنوان مقاله [English]
Evaluation of the Factors Affecting the Tourist's Experience after Traveling in the Ecotourism Sites of Rasht City
نویسندگان [English]
Mehrdad Mehrjou1؛ Hassan Ahmadi2
1Ph. D Student in Urban Planning, Faculty of Architecture and Art, University of Guilan, Rasht, Iran.
2Associate Professor of Urban Planning Department, Faculty of Architecture and Art, Gilan University, Rasht, Iran
چکیده [English]
Introduction: The existing literature has a limited number of empirical studies investigating how tourists' post-travel experience affects the destination image, and the relationships between experience, image, satisfaction, and behavior are not yet fully understood, especially in the context of ecotourism where managing the destination image can be more challenging. Previous research has primarily focused on pre-trip image and its influence on travel decisions, while post-travel destination image and how it is shaped by tourism experiences have been less studied. Despite the importance of this aspect to the industry, it has not been adequately explored within the ecotourism domain.
This study aims to contribute to the debate on the significance of post-travel destination image and address the gap in the literature regarding the impact of tourists' ecotourism experiences. Most previous studies have examined experience and image separately in relation to behavior, while some have investigated experience-satisfaction-loyalty or image-satisfaction-loyalty relationships. However, studies that examine the interconnected relationships between experience, image, and behavior are scarce. Additionally, experience may be multidimensional, including more than one emotional dimension.
To address these gaps, the present study utilized an experience-image-satisfaction-loyalty framework that included not only the construct of destination loyalty but also the construct of ecotourism loyalty, operationalized as loyalty to ecotourism as a form of travel.
 
The Purpose of the Research: The current study aims to expand previous research through:
(a) Investigating the different effects of aspects of tourists' experiences on various aspects of the destination's image;
(b) Linking these constructs with satisfaction;
(c) Reviewing the proposed framework in the context of ecotourism, which led to the decision to add ecotourism loyalty to the model.
 
Methodology: The research method in this study is correlational and falls within the framework of analytical methods. To collect information, a researcher-made questionnaire technique was used. Cronbach's alpha for this set of questionnaires is 0.924. The research population was calculated using Cochran's formula to be 384 people. A single-stage cluster sampling method was used to select participants from among tourists and citizens visiting Rasht Nature.
To analyze the results of the questionnaires and the effect of tourist experience on loyalty, satisfaction, and destination image, the Structural Equation Modeling method was used. For data analysis, SPSS 25 and LISREL software were used to calculate the data-model fit indices and present the structural analytical model of the research variables.
 
Findings and Discussion: The study found that the indicators of tourist experience had a positive, direct, and moderately high effect, meaning that increasing the level of tourist experience indicators can strengthen the tourist experience in Rasht. Both loyalty constructs were determined by experience, image, and satisfaction.
Tourism experience had a direct effect on loyalty through destination image and satisfaction (experience-image-satisfaction-loyalty) and also through destination image alone (experience-image-loyalty), consistent with previous research.
The effect of experience and image on tourists' behavior was examined through the experience-loyalty-satisfaction chain and the image-satisfaction-loyalty chain. Loyalty to ecotourism is more influenced by tourism experiences, followed by satisfaction and then the overall destination image.
These results confirm theories that a positive brand evaluation by customers can lead to the purchase of other brands in the same category. Notably, loyalty to ecotourism is influenced by destination image based on attributes, despite tourists having a positive perception of this aspect (average score of 3.15), which did not significantly affect ecotourism loyalty.
Consistent with prior research, positive experiences, satisfaction, and a favorable overall destination image were found to affect tourists' intention to visit other ecotourism destinations.
 
Conclusion: The paper's conclusion showed that satisfaction is affected by tourism experiences and destination image. Tourism experience had a direct effect on satisfaction and an indirect effect through destination image.
In addition, satisfaction is directly influenced by both specific and general destination image dimensions, as well as two experience dimensions (learning and novelty). Satisfaction is also indirectly influenced by three experience dimensions (active experience, sensory experience, and emotional experience) through the destination's image.
کلیدواژه‌ها [English]
Tourism experience, destination image, satisfaction, loyalty, ecotourism tourist
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آمار
تعداد مشاهده مقاله: 182
تعداد دریافت فایل اصل مقاله: 82


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