بررسی عوامل موثر بر وفاداری گردشگران به مقاصد گردشگری روستایی: مطالعه روستاهای شهرستان طرقبه و شاندیز

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه اقتصاد گردشگری، پژوهشکده گردشگری سازمان جهاددانشگاهی خراسان رضوی، مشهد

2 پژوهشگر گروه اقتصاد گردشگری، پژوهشکده گردشگری سازمان جهاددانشگاهی خراسان رضوی، مشهد

چکیده
وفاداری گردشگران نسبت به مقاصد و جاذبه های گردشگری تاثیر بسزایی بر پایداری اقتصادی این صنعت در جامعه میزبان و ارتقاء برند گردشگری دارد. هدف اصلی این مطالعه، بررسی و شناسایی عوامل موثر بر وفاداری گردشگران به مقاصد گردشگری روستایی در روستاهای شهرستان طرقبه و شاندیز استان خراسان رضوی می باشد. آمار و اطلاعات این مطالعه از طریق مصاحبه حضوری و تکمیل 403 پرسشنامه از گردشگران در سال 1401 بدست آمد. نتایج مطالعه با استفاده از معادلات ساختاری نشان می دهد که تصویر از مقصد گردشگری و رضایت گردشگران از مقاصد گردشگری تاثیر معنی داری بر وفاداری گردشگران دارد که میزان اثر کل این دو متغیر به ترتیب 888/0 و 616/0 می باشد. همچنین تصویر از مقصد و تجربه گردشگران بصورت غیر مستقیم و از طریق تاثیر بر رضایت، بر وفاداری گردشگران موثر می باشند که اثر غیرمستقیم آنها به ترتیب 545/0 و 31/0 می باشد. از دیگر نتایج حائز اهمیت، تاثیر معنی دار تصویر از مقصد بر رضایت گردشگردان و تجربه گردشگران نسبت به مقصد گردشگری می باشد که به ترتیب دارای ضریب اثرگذاری 884/0 و 808/0 می باشد. همچنین در این خصوص توجه به رضایت گردشگران نسبت به خدمات و امکانات مورد نیاز می تواند نقش بسزایی بر وفاداری گردشگران ایفا کند. همچنین پیشنهاد می شود که بافت روستا و چشم انداز طبیعی آن به عنوان شاخص های حائز اهمیت در تصویر از مقاصد گردشگری روستایی مورد توجه جدی برنامه ریزان قرار گیرد که بصورت معنی دار، بر وفاداری گردشگران روستایی تاثیر گذار است.

کلیدواژه‌ها


عنوان مقاله English

Investigating the factors affecting tourist's loyalty to rural tourism destinations: Studying the villages of Torghabe and Shandiz city.

نویسندگان English

Hadi Rafiei Darani 1
Majid Danaee 2
1 Assistant Professor of Tourism Economic Department, Institute of Tourism Research at ACECR (Academic Center for Education, Culture and Research) Khorasan Razavi
2 Researcher of Tourism Economic Department, Institute of Tourism Research at ACECR (Academic Center for Education, Culture and Research) Khorasan Razavi
چکیده English

The loyalty of tourists in tourist destinations and attractions has a significant impact on the economic sustainability of the host society and the promotion of the tourism brand. The main purpose of this study is to investigate and identify the factors affecting the loyalty of tourists to rural tourism destinations in the villages of Torghabe and Shandiz City of Razavi Khorasan province. The information of this study was obtained through face-to-face interviews and the completion of 403 questionnaires from tourists in 2022. The results of the study, which were obtained using structural equations, show that the destination image, tourists' experience, and tourists' satisfaction have a significant effect on tourists' loyalty, and the total effect of these two variables is 0.888 and 0.616, respectively. Also, destination image and the experience of the tourists indirectly affect the loyalty of the tourists through the effect on satisfaction, and their indirect effect is 0.545 and 0.31, respectively. Another important result is the significant impact of the destination image on the satisfaction of tourists and the experience of tourists towards the tourist destination, which has an impact factor of 0.884 and 0.808, respectively. In this regard, paying attention to tourists' satisfaction with the required services and facilities can play a significant role in tourists' loyalty. It is also suggested that the texture of the village and its natural landscape as important indicators in the image of rural tourism destinations should be given serious attention by planners, which significantly affects the loyalty of rural tourists.

کلیدواژه‌ها English

Rural tourism
Loyalty
Destination image
Satisfaction of destination
Torghabe and Shandiz city
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