پديد آورندگان :
ﻣﺤﻤّﺪي، ﻣﺼﻄﻔﯽ داﻧﺸﮕﺎه ﻣﺎزﻧﺪران - داﻧﺸﮑﺪه ﻣﯿﺮاث ﻓﺮﻫﻨﮕﯽ، ﺻﻨﺎﯾﻊدﺳﺘﯽ و ﮔﺮدﺷﮕﺮي , ﻣﯿﺮﺗﻘﯿﺎن رودﺳﺮي، ﻣﺤﻤّﺪ داﻧﺸﮕﺎه ﻋﻠﺎﻣﻪ ﻃﺒﺎﻃﺒﺎﺋﯽ - داﻧﺸﮑﺪه ﻣﺪﯾﺮﯾﺖ و ﺣﺴﺎﺑﺪاري - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺟﻬﺎﻧﮕﺮدي , ﻧﻘﻮي، ﻣﺮﯾﻢ داﻧﺸﮕﺎه ﻋﻠﺎﻣﻪ ﻃﺒﺎﻃﺒﺎﺋﯽ - داﻧﺸﮑﺪه ﻣﺪﯾﺮﯾﺖ و ﺣﺴﺎﺑﺪاري - ﮔﺮوه ﻣﺪﯾﺮﯾﺖ ﺟﻬﺎﻧﮕﺮدي
كليدواژه :
گردشگري روستايي , كيفيت ادراكي , تصوير ادراكي , ارزش ادراكي , تجربه ادراكي , رضايت وفاداري
چكيده فارسي :
رﺷﺪ روزاﻓﺰون ﻣﻘﺎﺻﺪ ﮔﺮدﺷﮕﺮي روﺳﺘﺎﯾﯽ و ﻧﯿﺎز ﺑﻪ رﻗﺎﺑﺖ و ﻣﻮﻓﻘﯿﺖ، ﺿﺮورت ارزﯾﺎﺑﯽ ﻣﺪﯾﺮان از وﻓﺎداري ﮔﺮدﺷﮕﺮان را دو ﭼﻨﺪان ﮐـﺮده اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺎ در ﻧﻈﺮ ﮔﺮﻓﺘﻦ اﯾﻦ ﻣﻮارد، ﺑﻪ ﺑﺮرﺳﯽ ﺷﮑﻞﮔﯿﺮي رﺿﺎﯾﺖ و وﻓﺎداري ﮔﺮدﺷﮕﺮان روﺳﺘﺎﯾﯽ ﻣﺒﺘﻨـﯽ ﺑـﺮ ادراﮐـﺎت آنﻫـﺎ ﮐﯿﻔﯿﺖ، ﺗﺼﻮﯾﺮ، ارزش و ﺗﺠﺮﺑﻪ( در روﺳﺘﺎي ﺟﻮاﻫﺮده راﻣﺴﺮ ﭘﺮداﺧﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ، ﮔﺮدﺷﮕﺮان داﺧﻠﯽ روﺳﺘﺎي ﺟﻮاﻫﺮده راﻣﺴﺮ ﺑﻮدﻧﺪ. ﺣﺠﻢ ﻧﻤﻮﻧﻪ 420 ﻧﻔﺮ ﺑﺮآورد ﺷﺪ و روش ﻧﻤﻮﻧﻪﮔﯿﺮي، ﻏﯿﺮﺗﺼﺎدﻓﯽ دردﺳﺘﺮس ﺑﻮد. دادهﻫﺎ از ﻃﺮﯾـﻖ ﭘﺮﺳﺸـﻨﺎﻣﻪ ﻃـﯽ ﻣـﺪت )20 ﺧـﺮداد 1399 ﺗﺎ 20 ﺷﻬﺮﯾﻮر 1399( ﺟﻤﻊآوري ﺷﺪﻧﺪ. ﺗﺤﻠﯿﻞ دادهﻫﺎ در دو ﺳﻄﺢ ﺗﻮﺻﯿﻔﯽ و ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻟـﺎت ﺳـﺎﺧﺘﺎري ﻣﺒﺘﻨـﯽ ﺑـﺮ ﮐﻮارﯾـﺎﻧﺲ ﺑـﺎ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰارﻫﺎي SPSS26 و 8.54 LISREL اﻧﺠﺎم ﭘﺬﯾﺮﻓﺖ. ﯾﺎﻓﺘﻪﻫﺎ ﻧﺸﺎن داد ﮐﻪ ﻣﺘﻐﯿﺮﻫﺎي رﺿﺎﯾﺖ ﮐﻠـﯽ، ﺗﺠﺮﺑـﻪ ادراﮐـﯽ، ﮐﯿﻔﯿـﺖ ادراﮐﯽ، ارزش ادراﮐﯽ و ﺗﺼﻮﯾﺮ ادراﮐﯽ، ﺑﻪ ﺗﺮﺗﯿﺐ، ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ ﺗﺎ ﮐﻤﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ را ﺑﺮ وﻓﺎداري ﮔﺮدﺷﮕﺮان ﺑﻪ ﻣﻘﺼﺪ روﺳﺘﺎﯾﯽ ﺟﻮاﻫﺮده راﻣﺴﺮ داﺷﺘﻪاﻧﺪ. ﻫﻤﭽﻨﯿﻦ آبوﻫﻮا و ﭼﺸﻢاﻧﺪاز، از وﯾﮋﮔﯽﻫﺎي ﻣﻨﺤﺼﺮﺑﻪﻓﺮد ﺗﺠﺮﺑﻪ ﻣﺜﺒﺖ و ﻧﯿﺰ زﺑﺎﻟﻪﭘﺮاﮐﻨﯽ، ﺗﺨﺮﯾﺐ و ﺗﻨﺰل اﺻﺎﻟﺖ ﮐﺎﻟﺒـﺪ و ﻣﻌﻤـﺎري ﺑﻨﺎﻫﺎ و ﻧﺒﻮد ﯾﮏ ﺳﯿﺴﺘﻢ اراﺋﻪي ﺧﺪﻣﺎت ﯾﮑﭙﺎرﭼﻪ از ﺗﺠﺎرب ادراﮐﯽ ﻣﻨﻔﯽ ﮔﺮدﺷﮕﺮان از روﺳﺘﺎي ﺟﻮاﻫﺮده ﺑﻮد. ﻣﺒﺘﻨﯽ ﺑﺮ اﯾﻦ ﯾﺎﻓﺘﻪﻫﺎ، ﻣﻬﻢﺗﺮﯾﻦ ﭘﯿﺸﻨﻬﺎد اﯾﻦ اﺳﺖ ﮐﻪ ﺷﺒﮑﻪي ﯾﮑﭙﺎرﭼﻪاي از ﺧﺪﻣﺎت ﮔﺮدﺷﮕﺮي )ﺣﻤﻞوﻧﻘﻞ، اﻗﺎﻣﺖ، ﺗﻐﺬﯾﻪ، ﺟﺎذﺑﻪﻫﺎ، ﮔﺸﺖﻫـﺎ، ﺳـﻮﻏﺎتﻓﺮوﺷـﯽ( و ﺧـﺪﻣﺎت ﻋﻤﻮﻣﯽ در ﺟﻮاﻫﺮده در ﻗﺎﻟﺐ اﭘﻠﯿﮑﯿﺸﻦ ﯾﺎ وﺑﺴﺎﯾﺖ ﺗﻌﺎﻣﻠﯽ ﭼﻨﺪزﺑﺎﻧﻪ ﺑﻪ ﻣﻨﻈﻮر ﺗﺴﻬﯿﻞ در اﻃﻠﺎعرﺳﺎﻧﯽ ﮔﺮدﺷـﮕﺮان، رزرو و ارﺗﺒﺎﻃـﺎت ﺑﺎزارﯾـﺎﺑﯽ طراحي شود
چكيده لاتين :
The Impressive growth of rural tourism destinations and the need for competition and success have doubled the need for managers to assess tourist loyalty. The present study, considering these cases, has investigated the formation of satisfaction and loyalty of rural tourists based on their perceptions (quality, image, value and experience) in the Javaherdeh village. The statistical population of the study was domestic tourists of Javaherdeh village of Ramsar. The sample size was estimated to be 420 people and non-random sampling method was available. An electronic questionnaire was used to collect data. Data analysis was performed at two levels of descriptive and covariance based structural equations modeling using SPSS26 and LISREL8.54 software. Findings showed that the variables of overall satisfaction, perceived experience, perceived quality, perceived value and perceived image, respectively, had the most to the least effect on the loyalty of tourists to the rural destination of Javaherdeh Ramsar. Also, from the tourists' point of view, climate and landscape as unique features, lead to a positive perceived experience as well as littering, destruction and degradation of the originality of the body and architecture of the building and the lack of an integrated service system leading to perceived experience of tourists. Based on these findings, the most important suggestion is to integrated network of tourism services (transportation, accommodation, catering, attractions, tours, souvenir shops) and public services in the form of a multilingual application or interactive website to facilitate design in tourist information, reservations and marketing communications. Based on other findings, finally, practical suggestions were presented.
