اﺛﺮ ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺑﺮ روي رﻓﺘﺎر و ﺗﺠﺮﺑﻪ ﻫﺎي ﮔﺮدﺷﮕﺮان در زﻣﺎن اﭘﯿﺪﻣﯽ ﮐﻮﺋﯿﺪ 19 ﻣﻮرد ﻣﻄﺎﻟﻌﻪ اﭘﻠﯿﮑﯿﺸﻦ ﺗﻮر ﻣﺠﺎزي ﻣﻮزه ﻣﻠﯽ اﯾﺮان

The effect of augmented reality marketing on the behavior and experiences of tourists during the Quaid 19 epidemic (case study of the virtual tour application of the National Museum of Iran)

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﺑﺮرﺳﯽ اﺛﺮ ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺑﺮ روي رﻓﺘﺎر و ﺗﺠﺮﺑﻪﻫﺎي ﮔﺮدﺷﮕﺮان ﭘﺮداﺧﺘﻪ اﺳﺖ. اﯾﻦ ﭘﮋوﻫﺶ در زﻣﺮه ﺗﺤﻘﯿﻘﺎت ﺗﻮﺻﯿﻔﯽ ﭘﯿﻤﺎﯾﺸﯽ ﻗﺮار دارد. ﺟﺎﻣﻌﻪ آﻣﺎري ﭘﮋوﻫﺶ، ﮐﻠﯿﻪ اﻓﺮادي )ﮔﺮدﺷﮕﺮان داﺧﻠﯽ( ﮐﻪ اﭘﻠﯿﮑﯿﺸﻦ ﺗﻮر ﻣﺠﺎزي ﻣﻮزه ﻣﻠﯽ اﯾﺮان را ﻧﺼﺐ ﻧﻤﻮده و اﺳﺘﻔﺎده ﮐﺮده اﻧﺪ، ﻣﯽﺑﺎﺷﺪ. در اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪﮔﯿﺮي در دﺳﺘﺮس 384 ﻧﻔﺮ ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪي آﻣﺎري اﻧﺘﺨﺎب ﮔﺮدﯾﺪ. اﺑﺰار ﮔﺮدآوري داده ﻫﺎ در اﯾﻦ ﭘﮋوﻫﺶ، ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﺑﻮد و ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﻧﺮماﻓﺰار اس ﭘﯽ اس اس و آﻣﻮس ﺗﺤﻠﯿﻞﻫﺎي آﻣﺎري دادهﻫﺎي ﺗﺤﻘﯿﻖ اﻧﺠﺎم ﺷﺪ. ﺑﺮاي ﺑﺮرﺳﯽ رواﯾﯽ و ﭘﺎﯾﺎﯾﯽ ﺳﺎزه ﻫﺎ از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ، آزﻣﻮن KMO و ﺑﺎرﺗﻠﺖ اﺳﺘﻔﺎده ﮔﺮدﯾﺪ و ﺑﺮاي ﻣﻨﺎﺳﺐ ﺑﻮدن ﺣﺠﻢ ﻧﻤﻮﻧﻪ و درﺳﺖ ﺑﻮدن ﺗﻔﮑﯿﮏ ﻋﺎﻣﻞﻫﺎ و ﺑﺮاي ﺗﻌﯿﯿﻦ ارﺗﺒﺎط ﻣﺘﻐﯿﺮﻫﺎ از ﻣﺪل ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺘﻔﺎده ﺷﺪ. ﯾﺎﻓﺘﻪ ﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ اﻣﮑﺎﻧﺎت وب ﺳﺎﯾﺖ ﺑﺮاي ﮐﺎرﺑﺮ در ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺑﺮ روي ﻫﺰﯾﻨﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد. ﻫﻤﭽﻨﯿﻦ ﻫﺰﯾﻨﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺑﺮ روي ﺗﺠﺮﺑﻪ ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺗﻌﺒﯿﻪ ﺷﺪه، ﺗﺠﺴﻢ ﺷﺪه، ﺑﻪ اﺷﺘﺮاك ﮔﺬاﺷﺘﻪ ﺷﺪه و ﺗﺠﺮﺑﻪ ﺗﻄﺒﯿﻘﯽ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد. در اﯾﻦ راﺳﺘﺎ ﺗﺠﺮﺑﻪ ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺗﻌﺒﯿﻪ ﺷﺪه و ﺗﺠﺴﻢ ﺷﺪه ﺑﺮ روي رﻓﺘﺎر واﻗﻊ ﺷﺪه ﮔﺮدﺷﮕﺮان ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ دارد. در ﻧﻬﺎﯾﺖ ﺗﺠﺮﺑﻪ ﺑﺎزارﯾﺎﺑﯽ واﻗﻌﯿﺖ اﻓﺰوده ﺑﻪ اﺷﺘﺮاك ﮔﺬاﺷﺘﻪ ﺷﺪه ﺑﺮ روي رﻓﺘﺎر واﻗﻊ ﺷﺪه ﮔﺮدﺷﮕﺮان ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارد.

The present study investigates the effect of augmented reality marketing on the behavior and experiences of tourists. This research is in the category of descriptive survey research. The statistical population of the study is all people (domestic tourists) who have installed and used the virtual tour application of the National Museum of Iran. Using available sampling method, 384 people were selected as a statistical sample. The data collection tool in this study was a researcher-made questionnaire and statistical analysis of the research data was performed using the structural equation method and SPSS and Amos software. Cronbach's alpha coefficient, KMO and Bartlett tests were used to evaluate the validity and reliability of the structures, and the structural equation model was used to determine the appropriateness of the sample size and the accuracy of factor separation, and to determine the relationship between the variables. Findings show that website facilities for the user in augmented reality marketing have a positive and significant effect on augmented reality marketing costs. Also, augmented reality marketing costs have a positive and significant effect on the embedded, visualized, shared augmented reality marketing experience and comparative experience. In this regard, the experience of augmented and visualized augmented reality marketing has a positive effect on the behavior of tourists. Finally, the augmented reality marketing experience has a positive and significant effect on the behavior of tourists.