بررسي ميزان رضايتمندي گردشگران ساحلي از كيفيت خدمات تفريحي – ورزشي در نوار ساحلي درياي مازندران

Measuring Coastal Tourist Satisfaction Level Using Recreation-Sport Service Quality Parameters in the Caspian Sea Shoreline

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺳﻬﻢ روز اﻓﺰون ﮔﺮدﺷﮕﺮي ﺳﺎﺣﻠﯽ در اوﻗﺎت ﻓﺮاﻏﺖ اﻓﺮاد ﺟﺎﻣﻌﻪ، ﺑﺮﻧﺎﻣﻪ رﯾﺰي در ﺟﻬﺖ ﺗﻘﻮﯾﺖ زﯾﺮ ﺳﺎﺧﺖ ﻫﺎي ﮔﺮدﺷﮕﺮي ﺳﺎﺣﻠﯽ و ارﺗﻘﺎي ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ- ورزﺷﯽ در اﯾﻨﮕﻮﻧﻪ ﻓﻀﺎﻫﺎ ﺑﯿﺶ از ﭘﯿﺶ ﺿﺮوري ﻣﯽ ﻧﻤﺎﯾﺪ. در ﻫﻤﯿﻦ راﺳﺘﺎ ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﻣﯿﺰان رﺿﺎﯾﺘﻤﻨﺪي ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ از ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ- ورزﺷﯽ در ﻧﻮار ﺳﺎﺣﻠﯽ درﯾﺎي ﻣﺎزﻧﺪران ﻣﯽ ﺑﺎﺷﺪ. روش ﺗﺤﻘﯿﻖ ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ و از ﻧﻮع زﻣﯿﻨﻪ ﯾﺎﺑﯽ ﺑﻮد ﮐﻪ در ﻧﺤﻮه ﺟﻤﻊآوري اﻃﻼﻋﺎت آن از روش ﻣﯿﺪاﻧﯽ اﺳﺘﻔﺎده ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري ﻣﻮرد ﻧﻈﺮ را ﮐﻠﯿﻪ ﮔﺮدﺷﮕﺮان ﻣﺤﺪوده ﺳﺎﺣﻠﯽ درﯾﺎي ﺧﺰر در اﺳﺘﺎن ﻣﺎزﻧﺪران ﺗﺸﮑﯿﻞ ﻣﯽ دادﻧﺪ ﮐﻪ ﺗﻌﺪاد ﻧﻤﻮﻧﻪ ﺑﺮ اﺳﺎس ﺟﺪول ﺗﻌﯿﯿﻦ ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﻣﻮرﮔﺎن و ﻫﻤﮑﺎران ﺣﺪاﻗﻞ )384=n( ﺗﻌﯿﯿﻦ ﮔﺮدﯾﺪ ﮐﻪ اﯾﻦ ﺗﻌﺪاد ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﺗﻪ ﮔﯿﺮي ﺧﻮﺷﻪ اي- ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﺟﻬﺖ ﮔﺮدآوري داده ﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ اﺳﺘﻔﺎده ﺷﺪ ﮐﻪ ﭘﺎﯾﺎﯾﯽ دروﻧﯽ آن از ﻃﺮﯾﻖ ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﺑﻪ ﻣﯿﺰان 0/84 ﻣﺤﺎﺳﺒﻪ و ﺗﺎﯾﯿﺪ ﮔﺮدﯾﺪ. ﺟﻬﺖ ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت و آزﻣﻮن ﻓﺮﺿﯿﻪ ﻫﺎي ﺗﺤﻘﯿﻖ ﻧﯿﺰ از آزﻣﻮن ﭘﺎراﻣﺘﺮﯾﮏ t ﺗﮏ ﻧﻤﻮﻧﻪ و آزﻣﻮن ﻧﺎﭘﺎراﻣﺘﺮﯾﮏ ﺗﻮزﯾﻊ دو ﺟﻤﻠﻪ اي در ﺳﻄﺢ ﻣﻌﻨﺎداري 0/05≤p اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ آزﻣﻮن ﭘﺎراﻣﺘﺮﯾﮏ t ﺗﮏ ﻧﻤﻮﻧﻪ ﺑﺮاي ﻣﺘﻐﯿﺮﻫﺎي ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت رﻓﺎﻫﯽ (9/52-=t)، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ(8/36-=t) و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺑﻬﺪاﺷﺘﯽ-درﻣﺎﻧﯽ(10/83-=t) ﻫﻤﮕﯽ در ﺳﻄﺢ ﻣﻌﻨﯽ داري 0/05≤p و ﻧﺘﺎﯾﺞ آزﻣﻮن ﻧﺎﭘﺎراﻣﺘﺮﯾﮏ ﺗﻮزﯾﻊ دو ﺟﻤﻠﻪ اي ﺑﺮاي ﻣﺘﻐﯿﺮﻫﺎي ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ورزﺷﯽ، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻣﻨﯿﺘﯽ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻧﯿﺮوﻫﺎي اﻧﺴﺎﻧﯽ ﻣﺘﺨﺼﺺ و آﻣﻮزش دﯾﺪه ﻫﻤﮕﯽ در ﺳﻄﺢ ﻣﻌﻨﯽ داري 0/05≤p ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﮔﺮدﺷﮕﺮان ﻧﻮار ﺳﺎﺣﻠﯽ درﯾﺎي ﻣﺎزﻧﺪران، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اراﺋﻪ ﺷﺪه در ﺗﻤﺎﻣﯽ ﻣﻮﻟﻔﻪ ﻫﺎي ﻣﺬﮐﻮر را در ﺳﻄﺢ ﭘﺎﯾﯿﻦ ﺗﺮ از ﻣﺘﻮﺳﻂ ارزﯾﺎﺑﯽ ﻧﻤﻮده و از وﺿﻌﯿﺖ ﻣﻮﺟﻮد اﻇﻬﺎر ﻧﺎرﺿﺎﯾﺘﯽ داﺷﺘﻪ اﻧﺪ. ﮐﻤﺒﻮد در ﮐﻤﯿﺖ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت رﺳﺎﻧﯽ ﺑﻪ ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ، ﻣﻮﺟﺐ ﮐﺎﻫﺶ ﻣﺮاﺟﻌﺎت ﮔﺮدﺷﮕﺮان ﺑﻪ اﯾﻨﮕﻮﻧﻪ ﻓﻀﺎﻫﺎ ﺧﻮاﻫﺪ ﺷﺪ. ﺑﻨﺎﺑﺮاﯾﻦ اﯾﺠﺎد اﻣﮑﺎﻧﺎت و ﺗﺴﻬﯿﻼت ﻣﺘﻨﻮع در ﺳﻮاﺣﻞ ﺑﺎ ﻫﺪف ﺑﻬﺒﻮد ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻣﯽ ﺗﻮاﻧﺪ ﻣﻨﺠﺮ ﺑﻪ ﺑﻬﺒﻮد زﯾﺮ ﺳﺎﺧﺖ ﻫﺎي ﺷﻬﺮي، ﺑﻬﺒﻮد ﺗﺼﻮﯾﺮ ذﻫﻨﯽ ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ و در ﻧﻬﺎﯾﺖ ﺳﺒﺐ ارﺗﻘﺎء ﺳﻄﺢ رﺿﺎﯾﺘﻤﻨﺪي ﮔﺮدﺷﮕﺮان ﮔﺮدد.

Objective: the purpose of present research was to measure coastal tourist satisfaction level using recreation-sport service quality parameters in the Caspian Sea shoreline. Methodology: It is a descriptive survey done as a field study. The research population included the tourists in the coastal zone of Mazandaran province. The sample was estimated about 384 tourists based on Morgan table. The sampling was cluster random one. The instrument was a structured questionnaire and internal reliability was 0.84 calculated by Cronbach's α coefficient. To analyze data and test the hypotheses, the one sample t-test and binominal test were used at the significance level of under 0.05. Results: The results of one sample t-test showed that the welfare service quality (t= -9.52), the recreation service quality (t= -8.36), and hygiene service quality (t = - 10.83) were evaluated lower than moderate level and the tourists were not satisfied with them. Moreover, the results of binominal test showed that the sport service quality, safety service quality, and human force quality service were lower than moderate level. Discussion: The shortage in quantity and quality of service quality towards coastal tourists leads to decrease the number of tourists. Therefore, building the various coastal facilities to leverage the service quality can cause to promote the civil infrastructures and finally the coastal tourist satisfaction.