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بررسی تاثیر تنوعطلبی و تازگیطلبی گردشگران بر نیت های بازدیدشان (مورد مطالعه: گردشگران شهر تهران) | ||
مدیریت بازرگانی | ||
مقاله 4، دوره 7، شماره 1، 1394، صفحه 43-65 اصل مقاله (976.25 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.50720 | ||
نویسندگان | ||
حسین بلوچی* 1؛ محمدرحیم اسفیدانی2؛ علی عمویی اوجاکی3 | ||
1دانشجوی دکتری مدیریت بازاریابی بینالملل، دانشکدة اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران | ||
2استادیار گروه بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران | ||
3دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، پردیس فارابی دانشگاه تهران، تهران، ایران | ||
چکیده | ||
صنعت گردشگری، یکی از مهمترین صنایع قرن حاضر است. برای موفقیت در این زمینه، باید گردشگران و رفتارهایشان را مطالعه کنیم. هدف این مطالعه، بررسی آثار متغیرهای رفتاری تنوعطلبی و تازگیطلبی بر نیتهای بازدید در کوتاهمدت، میانمدت و بلندمدت برای مطالعة فرایند بازگشت و شناسایی رفتار گردشگران شهر تهران است. پژوهش حاضر، کاربردی و توصیفی است. برای انجام این کار، نمونهای 390 نفری براساس جدول مورگان انتخاب شد و بهمنظور جمعآوری دادهها، از پرسشنامه استفاده شد. پایایی و روایی آن از طریق آلفای کرونباخ و تحلیل عاملی تأییدی سنجش شد. مدل مفهومی با استفاده از بخش ساختاری مدل معادلههای ساختاری و تحلیل مسیر سنجیده شد. یافتهها بیانگر آن است که تفاوت شایان ملاحظهای بین نیتهای بازدید در فواصل زمانی مختلف با توجه به تنوعطلبی و تازگیطلبی افراد وجود دارد. این متغیرها سبب میشوند که افراد در کوتاهمدت، تمایلی به بازدید از مقصد نداشته باشند، ولی در بازههای زمانی بلندمدت تأثیر این عوامل بر نیت بازدید کاهش مییابد. | ||
کلیدواژهها | ||
تازگی طلبی؛ تحلیل مسیر؛ تنوع طلبی؛ مدل معادله های ساختاری؛ نیت بازدید | ||
عنوان مقاله [English] | ||
The Effects of Variety Seeking and Novelty Seeking on Tourists’ Revisit Intention (Case study: Tehran’s tourists) | ||
نویسندگان [English] | ||
Hosein Balochi1؛ Mohammad Rahim Esfidani2؛ Ali Amoei Ojaki3 | ||
1PhD Candidate, International Marketing Management, Faculty of Economic, Management and Official Sciences of University of Tehran, Iran | ||
2Associate Prof., Business Marketing, Faculty of Management, University of Tehran, Iran | ||
3PhD Candidate in Marketing Management, Business Management Group, University of Tehran, Farabi Campus, Gum, Iran | ||
چکیده [English] | ||
The tourism industry is one of the most important phenomena in this century. To success in this filed, we need to study tourists and their behaviors. The current study aims to investigate the effects of behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short, medium and long term, in order to study the process of return of tourists and identify tourists’ behavior in Tehran. This paper is applied and descriptive. 390 individuals were selected as the sample size based on Morgan table. To collect data, questionnaire is used. Questionnaire’s reliability and validity were measured by Cronbach's alpha and factor analysis. The conceptual model was examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term, these variables casue people not to revisit the destination; however, the effects of these variable on revisit intention will decrease in long term. | ||
کلیدواژهها [English] | ||
novelty seeking, Path analysis, revisit intention, structural equation model, variety seeking | ||
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