بررسي اثر رضايتمندي روي نيت رفتاري گردشگران طرفدار محيط زيست (نمونه مطالعاتي: طاق بستان كرمانشاه)

ﮔﺮدﺷﮕﺮي در ﺑﯿﻦ ﺑﺨﺶ ﻫﺎي ﺧﺪﻣﺎﺗﯽ از ﻧﻈﺮ آﺛﺎر اﻗﺘﺼﺎدي ﮐﻪ ﺑﺮاي ﻣﻘﺎﺻﺪ دارد، ﻣﻬﻢ ﺗﺮﯾﻦ ﺑﺨﺶ ﻣﺤﺴﻮب ﻣﯽ ﺷﻮد .ﻫﻤﺮاه ﺑﺎ رﻗﺎﺑﺖ ﺑﯽ اﻣﺎن در ﺑﯿﻦ ﻣﮑﺎﻧﻬﺎ )ﻣﻘﺼﺪﻫﺎي ﮔﺮدﺷﮕﺮي(، ﺟﺬب ﮔﺮدﺷﮕﺮان و ﺗﺪاوم ﺑﺨﺸﯿﺪن ﺑﻪ آن از اﻫﻤﯿﺖ ﻓﺮاواﻧﯽ ﺑﺮاي ﻓﻌﺎﻻن دوﻟﺘﯽ و ﻏﯿﺮدوﻟﺘﯽ در زﻣﯿﻨﻪ ي ﮔﺮدﺷﮕﺮي ﺑﺮﺧﻮردار اﺳﺖ. ﭘﮋوﻫﺸﮕﺮ در اﯾﻦ ﻣﻘﺎﻟﻪ ﺑﻪ دﻧﺒﺎل ﺑﺮرﺳﯽ اﺛﺮ رﺿﺎﯾﺘﻤﻨﺪي روي ﻧﯿﺖ رﻓﺘﺎري ﮔﺮدﺷﮕﺮان ﻃﺮﻓﺪار ﻣﺤﯿﻂ زﯾﺴﺖ ﻣﯽ ﺑﺎﺷﺪ. رﺿﺎﯾﺖ ﻣﻨﺪي ﻃﺒﻖ ﻧﻈﺮ ﺧﺒﺮﮔﺎن اﺑﻌﺎد ﻣﺘﻌﺪدي دارد ﮐﻪ در اﯾﻦ ﺗﺤﻘﯿﻖ 5 ﺷﺎﺧﺺ ﻟﺬت ﺑﺨﺸﯽ، ﺗﺤﻘﻖ ﻧﯿﺎزﻫﺎ، اﻃﻤﯿﻨﺎن و اﻋﺘﻤﺎد، ﻣﺮاﺟﻌﻪ ﻣﺠﺪد و اﻧﺘﺨﺎب ﻋﺎﻗﻼﻧﻪ ﻣﻮرد ﺑﺮرﺳﯽ ﻗﺮار ﮔﺮﻓﺘﻪ اﻧﺪ اﯾﻦ ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدي، از ﻧﻈﺮ داده ﻫﺎ آﻣﯿﺨﺘﻪ ﮐﯿﻔﯽ - ﮐﻤﯽ و از ﻧﻈﺮ روش اﺟﺮاي ﭘﮋوﻫﺶ از ﻧﻮع داده ﺑﻨﯿﺎد)ﻣﺮﺣﻠﻪ ﮐﯿﻔﯽ( و ﭘﯿﻤﺎﯾﺸﯽ ﻣﻘﻄﻌﯽ)ﻣﺮﺣﻠﻪ ﮐﻤﯽ( اﺳﺖ. ﻧﻤﻮﻧﻪ آﻣﺎري ﺑﺨﺶ ﮐﯿﻔﯽ ﺷﺎﻣﻞ 21 ﻧﻔﺮ از اﺳﺎﺗﯿﺪ ﺣﻮزه ﮔﺮدﺷﮕﺮي و 9 ﻧﻔﺮ از ﺧﺒﺮﮔﺎن و ﻣﺪﯾﺮان ﺳﺎزﻣﺎن ﻣﯿﺮاث ﻓﺮﻫﻨﮕﯽ و ﺷﻬﺮﺳﺎزي ﺗﺸﮑﯿﻞ داده اﻧﺪ. در ﺑﺨﺶ ﮐﻤﯽ ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﮔﺮدﺷﮕﺮاﻧﯽ اﺳﺖ ﮐﻪ ﺑﻪ ﻣﺪت ﯾﮑﺴﺎل از ﻃﺎق ﺑﺴﺘﺎن ﮐﺮﻣﺎﻧﺸﺎه دﯾﺪن ﮐﺮدﻧﺪ و در ﻧﻬﺎﯾﺖ ﻃﺒﻖ ﺟﺪول ﮐﺮﺟﺲ و ﻣﻮرﮔﺎن 381 ﻧﻔﺮ اﻧﺘﺨﺎب ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ آﻣﻮس ﺗﻤﺎم ﻓﺮﺿﯿﺎت ﺗﺤﻘﯿﻖ را ﺗﺎﯾﯿﺪ ﮐﺮد و ﻧﺸﺎن داد ﮐﻪ رﺿﺎﯾﺘﻤﻨﺪي روي ﻧﯿﺖ رﻓﺘﺎري ﮔﺮدﺷﮕﺮان ﺗﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﯽ داري دارد و ﺿﺮﯾﺐ اﺛﺮ آن 83/. ﻣﯽ ﺑﺎﺷﺪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ اﯾﻨﮑﻪ اﯾﻦ ﺿﺮﯾﺐ ﻣﺜﺒﺖ اﺳﺖ اﺛﺮ آن ﺑﻪ ﺻﻮرت ﻣﺴﺘﻘﯿﻢ اﺳﺖ ﺑﻪ ﻋﺒﺎرﺗﯽ ﺑﺎ ﺗﻐﯿﯿﺮ ﯾﮏ واﺣﺪ )اﻓﺰاﯾﺶ( رﺿﺎﯾﺖ ﺑﻪ ﻣﯿﺰان 0/86 درﺻﺪ ﻧﯿﺖ رﻓﺘﺎري اﻓﺰاﯾﺶ ﻣﯽ ﯾﺎﺑﺪ.

Tourism is one of the most important sectors of the economy in terms of its economic impacts for its intended purpose. Along with the relentless competition between places (tourist destinations), attracting and sustaining tourists is of paramount importance to government and non-state actors. In the field of tourism. The researcher in this paper seeks to investigate the effect of satisfaction on behavioral intentions of pro-environmental tourists. According to the experts, satisfaction has been measured in several dimensions, in this study 5 indicators of enjoyment, needs fulfillment, confidence and trust, re-referral and wise selection. This study is of practical purpose in terms of qualitative - quantitative and data mix. In terms of research method, it is based on data type (qualitative stage) and cross-sectional survey (quantitative stage). The statistical sample of the qualitative section consisted of 21 tourism professors and 9 experts and managers of the Cultural Heritage and Urban Development Organization. In the quantitative section, the statistical population includes all tourists who visited Kermanshah for one year and finally 381 people were selected according Morgan table. The results of Amos analysis confirmed all the research hypotheses and showed that satisfaction has a positive and significant effect on the behavioral intentions of the tourists and its coefficient was 0.83. Given that this coefficient is positive, its effect is direct, that is, by changing one unit (increase), satisfaction increases by 0.86 percent of behavioral intentions. Therefore, satisfaction has a direct and positive impact on the behavioral intentions of tourists.