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Empirical investigation of tourists' perceived psychic distance of Iran as a tourism destination | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
مقاله 3، دوره 8، شماره 3، مهر 2015، صفحه 351-372 اصل مقاله (168.18 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2015.53633 | ||
نویسندگان | ||
Alireza Emami* ؛ Bahram Ranjbarian | ||
Faculty of Administration and Economic Science, University of Isfahan, Isfahan, Iran | ||
چکیده | ||
The aim of the current study was to investigate the perceived psychic distance of potential tourists in relation to Iran as a tourism destination. The concept of psychic distance refers to perceived similarities/ differences between specific destination and tourist's home country. The members of couch-surfing virtual community participated in this study. The statistical data were collected by convenience sampling method. This study contributes to the body of knowledge by identifying the dimensions of perceived psychic distance in relation to Iran. The results of exploratory and confirmatory analysis indicated that these dimensions include infrastructure, culture and legal distance. Furthermore, the result of one sample t- test revealed that international tourists perceive high psychic distance in relation to Iran as a tourism destination. In addition, the result of one-way variance analysis showed that tourists from ten of the world's regions perceived different levels of psychic distance in relation to Iran. Tourists from the Middle East region perceived less psychic distance compared to other regions. These findings have several managerial implications. First, development of Iranian tourism industry requires planning to reduce perceived psychic distance in terms of infrastructure, culture and legal aspects. Second, based on the lower psychic distance which is perceived by tourists from the Middle East, the Iranian tourism policy-makers can consider the region as a more accessible target market. | ||
کلیدواژهها | ||
Construal level theory؛ Destination marketing management؛ Iran؛ Psychic distance؛ Tourist perception | ||
عنوان مقاله [English] | ||
بررسی تجربی فاصلة روانی ادراکشدة گردشگران ایران از مقصد گردشگری | ||
نویسندگان [English] | ||
علیرضا امامی؛ بهرام رنجبریان | ||
دانشکده مدیریت، دانشگاه اصفهان، اصفهان ، ایران | ||
چکیده [English] | ||
هدف مطالعة حاضر مفهومسازی و سنجش فاصلة روانی ادراکشده از مقصد گردشگری ایران است. مفهوم فاصلة روانی یا روانشناختی به شکل وسیعی در بازاریابی بینالمللی استفاده میشود. مقصد گردشگری یکی از پدیدههایی است که گردشگران ممکن است آن را دور از خود یا نزدیک به خود ادراک کنند. در این مطالعه با استفاده از روش تحلیل عاملی اکتشافی به استخراج ابعاد فاصلة روانی ادراکشده از مقصد ایران پرداخته شده است. سپس، از روش تحلیل عاملی تأییدی به منظور بررسی روایی سازة سهبعدی فاصلة روانی بهره گرفته شد. جامعة آماری این پژوهش افراد سفر نکرده به ایران بودند. بدین منظور اعضای شبکة مجازی گردشگری کوچ سرفینگ به عنوان پاسخگویان در نظر گرفته شدند. با استفاده از روش نمونهگیری در دسترس 620 نفر از مناطق مختلف جهان در مطالعه شرکت کردند. نتایج نشان میدهد که فاصلة روانی سازهای سهبعدی با ابعاد زیرساختی، فرهنگی و قانونی است. گردشگران مناطق مختلف نیز فاصلة روانی ادراکشدة بالایی نسبت به مقصد ایران ادراک میکنند. همچنین، نتایج تحلیل واریانس یک عامله نشان میدهد بین مناطق مختلف تفاوت معناداری از نظر ادراک فاصلة روانی با مقصد ایران وجود دارد. گردشگران اهل خاورمیانه کمترین فاصلة روانی را نسبت به مناطق دیگر ادراک میکنند. | ||
کلیدواژهها [English] | ||
ادراک گردشگر, فاصلة روانی, مدیریت بازاریابی مقصد, مقصد ایران, نظریة سطوح استنباط | ||
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