تحليلي برعوامل موثر بر شكل گيري تصوير مقصد در گردشگري شهري مطالعه موردي: شهر اروميه

Analysis of effective factors in the formation of destination image of urban tourism - Case Study: City of Urmia

اهميت تصوير گردشگري براي همگان چه محققين و چه متوليان در صنعت گردشگري روشن است، اين اهميت عمدتاً بدليل تأثير بر روي درك ذهني گردشگران و رفتار منتج از آن (انتخاب مقصد) مورد توجه قرار گرفته است. از اين رو پژوهش حاضر به بررسي عوامل مؤثر بر تصوير ذهني گردشگران از شهر اروميه و الگوي رفتاري منتج از آن پرداخته است. رويكرد پژوهش حاضر توصيفي-پيمايشي است. بدين منظور ابتدا مدل مفهومي پژوهش بر اساس مباني نظري، پيشينه تحقيق و سوالات طراحي گرديد و سپس با استفاده از روش پيمايشي از طريق پرسشنامه محقق ساخته به گردآوري اطلاعات درمورد تصوير ذهني گردشگران قبل و بعد از سفر به شهر اروميه بر اساس شاخص ها و متغيرهاي مورد مطالعه و در انتها آزمون فرضيات گرديد. جامعه آماري شامل كليه گردشگران داخلي بوده كه در شش ماهه اول سال 1393 به شهراروميه سفركرده اند. حجم نمونه براساس جدول مورگان به تعداد 350 نفرانتخاب گرديد. تحليل داده ها به كمك نرم افزار Spss صورت گرفت. نتايج حاصل از پژوهش بر اساس صورتبندي مدل مفهومي پژوهش و سوالات تحقيق نشان دهنده اينست كه ارزش درك شده بر تصوير مقصد گردشگران تاثير مستقيم داشته يعني با توجه به ميزان ضريب تبيين بدست آمده در مدل رگرسيوني مي توان گفت كه 43 درصد از تغييرات متغير وابسته (تصوير مقصد) متاثر از تغييرات متغيرهاي وارد شده در مدل يعني كيفيت سفر و ارزش درك شده مي باشد . همچنين نتايج حاصل از آزمون فرضيه دوم مويد اين مطلب است كه تصوير ذهني قبل و بعد از سفر به شهر اروميه بعنوان مقصد گردشگري در برخي از شاخصهاي مورد مطالعه تفاوت معناداري را نشان مي دهد،آزمون فرضيه سوم نيز حاكي از اينست كه رابطه مستقيم و نسبتاً قوي (0/75) مابين دو متغير تصوير استنباط شده از شهر اروميه و تمايل گردشگران به سفر مجدد وجود دارد، بنحوي كه آزمون رو اسپيرمن نشان مي دهد كه رابطه رضايت از سفر و تمايل به سفر مجدد در فاصله اطمينان 95 درصد معنا دار است و مي توان گفت با بهبود تصوير ذهني گردشگران تمايل گردشگران به سفر مجدد نيز افزايش پيدا مي كند. بنابراين طراحي راهبردهاي مؤثر براي ايجاد يك تصوير قوي و مثبت در ذهن گردشگر ضروري به نظر مي رسد.

The tourism destination image (TDI) is considered an effective element in destination selection and tourist behavior . The importance of tourism destination image is clear for all practitioners in the tourism industry and researchers. This importance mainly lies in tourists’ mental image of a destination image and the resultant behavior that lead to choosing a favorable destination. The importance of the tourist destination image is universally acknowledged since it affects the individual’s subjective perception and consequent behavior and destination choice. Thus, this study investigated effective elements in the formation of these mental images. First a model was developed based on theories and literature review and then data of tourists’ mental images of Urmia city in Iran was collected by survey method in the form of a questionnaire. Then, the hypothesis was tested. The study population consisted of all domestic tourists who travelled to Urmia between March and August, 2014 (a period of six months) . Objectives This research attempted to identify the relationship between tourists’ mental images, their decisions and behavior and the importance of destination image. Destination image is investigated as an effective element in tourism behavior and market. Thus, the inferred vision of tourists of Urmia and effective elements in creating and changing this image was first studied. Then, proposals for creating and improving the positive and extraordinary images of tourism was put forward. Western Azerbaijan province is the only province in Iran which has common boundaries with three countries and thus has an eastern and western corridor into and out of Iran. This fact could lead to an increase of tourism in the area. Urmia, like other cities in the province has an ancient civilization, rich historical places and various cultural and natural attractions which means it has great potentials for tourism. Finding and Results Data for this research was obtained by library studies and literature reviews which led to the design of the questionnaires. Questionnaires included 29 questions (4 question for travel satisfaction, 7 question for perceived value, 7 question for Trip quality, and 11 variable question for field variables and other issues for tourism travel). In this research, in order to analyze data and mental images of Urmia, travelers were questioned regarding attractions, availability, safety, services, hosting indexes before and after their travels. Results indicate that the perceived value has a direct effect on tourist destination image and is due to the coefficient of determination in the regression model. It can be said that 43 percent of the dependent variable (the destination image) can be obtained by changing the variables in the model's quality and perceived travel value. The results of the second hypothesis confirmed that image before and after traveling to the city of Urmia as a tourist destination is different in some indicators. A third hypothesis suggested the relatively strong correlation (75/0) between the two variables of perceived image of the city of Urmia and tourists willing to travel there again. Moreover, the Spearman test showed that relationship satisfaction and willingness to travel were 95 percent significant. It can therefore be concluded that by improving the image of tourists will also increase the willingness of tourists to travel again.