پديد آورندگان :
تقي پوريان، محمدجواد دانشگاه آزاد اسلامي واحد چالوس , يزداني، رضا دانشگاه آزاد اسلامي واحد چالوس , زمان آقايي فر، محمد دانشگاه آزاد اسلامي واحد چالوس
كليدواژه :
تصوير برند مقصد , تصوير منحصربه‌فرد , تصوير شناختي , تصوير عاطفي , استان مازندران
چكيده فارسي :
از آنجاي كه تصوير مقصد، انگيزه اي قوي براي سفرها به شهرها به شمار مي‌آيد، موفقيت يا شكست توسعه گردشگري بسياري از مقصدها در سرتاسر جهان به تصوير ذهني گردشگر نسبت به مقصد و چگونگي مديريت اين نگرش توسط دولت محلي و برنامه ريزان گردشگري وابسته است. هدف اين پژوهش ارزيابي اثرات تصوير برند مقصد و نگرش به مقصد بر تمايل به بازديد و تمايل به پيشنهاد مقصد گردشگران مي‌باشد. بدين منظور پرسش‌نامه‌ها در بين گردشگران شهرهاي معروف غرب استان مازندران (از نوشهر، چالوس، كلاردشت، عباس‌آباد، تنكابن و رامسر) پخش و 389 پرسش‌نامه قابل تحليل جمع‌آوري شد. براي سنجش روايي از تحليل عاملي تاييدي با LISREL و براي پايايي نيز از آلفاي كرونباخ به كمك نرم‌افزار SPSS استفاده‌شده است. آزمون فرضيه‌ها نيز با استفاده از روش مدل يابي معادلات ساختاري به كمك نرم‌افزار LISREL مورد تجزيه و تحليل قرار گرفت. نتايج اين تحقيق نشان داد كه تصوير برند مقصد و نگرش به مقصد تأثير مثبت و معني‌داري بر تمايل به بازديد و تمايل به پيشنهاد گردشگران دارد درحالي‌كه نگرش به مقصد بر تمايل به پيشنهاد تأثيري ندارد.
چكيده لاتين :
Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, the questionnaires distribute among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant. Since the destination image is a strong motivator for traveling to cities, the success or failure of the tourism development of many destinations around the world depends on the tourist image of the destination and how to manage this attitude by the local government and tourism planners. The aim of this study was to evaluate the effect of destination image and attitude to destination on intention to visit and intention to recommend of a destination. For this purpose, a questionnaire was developed based on research work Line and et al.(2007), Hsu and et al. (2010), Jalilvand and et al.(2012), Hosany and Prayag (2013) and Among the tourists in the famous cities of West province (Nowshahr, Chalous, Keraldash, Abbas Abad, Tonekabon and Ramsar) distributed and analyzed 389 questionnaires were collected. Validity test was used for confirmatory factor analysis with LISREL and for reliability; Cronbach's alpha using SPSS software was used. Hypotheses were tested using structural equation model (SEM) by LISREL software. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant. Results of the study showed that destination image, unique image, cognitive image and affective image have positive meaningful effect on intention to visit and intention to recommend while the effect of attitude to destination on intention on intention to recommend is not significant.
