پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 158 |
| تعداد شماره‌ها | 6,228 |
| تعداد مقالات | 67,749 |
| تعداد مشاهده مقاله | 115,078,150 |
| تعداد دریافت فایل اصل مقاله | 89,815,713 |
تحلیل عوامل انگیزشی مؤثر بر حضور بازدیدکنندگان در رویدادهای مبتنی بر جامعه محلی، مطالعه موردی: جشنواره گل‌غلتان، بخش امیرآباد | ||
| پژوهشهای روستائی | ||
| مقاله 6، دوره 7، شماره 1، خرداد 1395، صفحه 139-166 اصل مقاله (819.37 K) | ||
| شناسه دیجیتال (DOI): 10.22059/jrur.2016.58389 | ||
| نویسندگان | ||
| روزبه میرزائی* 1؛ نفیسه رضایی2 | ||
| 1عضو هیئت علمی گروه مدیریت جهانگردی دانشگاه مازندران | ||
| 2کارشناس ارشد بازاریابی گردشگری | ||
| چکیده | ||
| رویدادهای فرهنگی فرصت های خوبی را فراهم می آورند تا در چارچوب آنها علاوه بر استحکام بخشیدن پیوندهای بین قومیت ها و بهبود کیفیت زندگی ساکنین، هویت و غرور ملی را نیز تقویت کرد. پژوهش حاضر با هدف شناسایی و تحلیل عوامل انگیزشی مؤثر بر حضور بازدیدکنندگان در رویدادهای مبتنی بر جوامع محلی انجام شد. این پژوهش از نوع کاربردی- اکتشافی است. تعداد نمونه 357 نفر، روش نمونه گیری در دسترس و جامعه آماری 7000 گردشگر بازدیدکننده از جشنواره گل غلتان در امیرآباد دامغان در سال 1394 هستند. تحلیل عاملی موارد انگیزشی، شش عامل مهم شامل گل غلتان و خانواده، اکتشاف فرهنگی، اجتماعی شدن، حمایت، تازگی رویداد و گریز را مشخص نمود. تحلیل عاملی تأییدی نیز روایی همگرا و واگرای پرسشنامه را مورد تأیید دانست. نتایج حاکی از آن است که می توان این رویداد را به عنوان یک برنامه فراغت جمعی برای خانواده های جوان و فرهیخته ایرانی با سطوح مختلف درآمدی در نظر گرفت. در جهت توسعه این رویداد فرهنگی، به مدیران و بازاریابان جشنواره گل‌غلتان پیشنهاد می‌شود تمرکز اصلی خود را به ارتقای کیفیت برگزاری آن و تنوع بخشیدن به فعالیت های فراغتی جنبی مورد نیاز خانواده ها با محوریت بازسازی آیین های سنتی و تاریخی بخش امیرآباد معطوف نمایند. | ||
| کلیدواژه‌ها | ||
| گردشگری رویداد؛ انگیزش؛ جامعه محلی؛ جشنواره گل غلتان؛ بخش امیر آباد | ||
| عنوان مقاله [English] | ||
| Analyzing The Motivational Factors Affecting Visitors To The local Community-Based Events, Golghaltan Festival As A Case Study | ||
| نویسندگان [English] | ||
| Roozbeh Mirzaei1؛ Nafiseh Rezaee2 | ||
| چکیده [English] | ||
| Introduction Today, event tourism is known as one of the fastest growing parts of tourism economy. Events are important in tourism since they attract more visitors to the destinations, motivate locals to participate in tourism activities, promote authentic arts of the local communities and increase their income (Watt, 2012). At the other hands, reinforcing community ties, events could strengthen valuable social cohesion (Gursoy, Kim & Uysal, 2004) by playing the role of an attraction, a catalyst, an animator, a place marketer or an image maker (Getz, 2008). Since the 1990s, the academic researcher pay special attention to the motivations of events attendees.Today, there are unique rituals in all cities and rural areas of Iran could plan to hold festival on their theme. These festivals would be attractive to tourists. As the local community involvement and agreement to do the event-based activities constantly are the main issues in sustainable tourism, increased positive socioeconomic impacts of events could encourage them to protect their customs and traditions through attending to different national and international festivals. In this way’ Iranian-Islamic ancient culture would be preserved and introduced internationally. For achieving this purpose, it is necessary to focus on systematic management and marketing. Parrinello (1993, p. 233) stated "the importance of the motivation in tourism is quite obvious, it acts as a trigger that sets off all the events involved in travel". Among few cultural events held in Iran with travel and tourism approach, the Golghaltan Festival in Amirie is chosen as a case study. Methodology Data are collected based on desk and field research by taking advantage of questionnaire and interview. The questionnaire consist of three main parts including motives, travel behavior and demographic variables. At first, to assess the structure and content validity of the questionnaire nine experts who manage, market or have official responsibility in holding the Golghaltan festival were asked to review the proposed data gathering tool. After applying their comments in the research design, a pre-test was conducted on 76 visitors. All items have reliability coefficient above 0.6, so they were considered to be acceptable in this study. Tourists who visit 8th Golghaltan Festival in 2015 have been considered as the statistical population. According to the official reports, 7000 visitor attend this event last year. Based on Cochran equation the sample size is calculated 357. Using convenience sampling method, 287 usable questionnaire were gathered.Thirty-seven motivational items were measured on a five-point Likert-type scale in which 1stands for not important at all, 2= not important, 3= neither unimportant nor important, 4= important, 5= very important, then factors were analyzed using the principal component method and varimax rotation procedure. Bartlett̕s test of sphericity was significant (p<0.05) and KMO measure of sampling adequacy (0.843) exceeded the recommended minimum value of 0.6. Four items were deleted because of factor loading and communality less than 0.4 and cross-loadings. All of the six main dimensions had an Eigenvalue more than 1.0. They explained 53.95% of the Total variance. Results and discussion More than 60% of respondents are young (in 18-34 age group), about 64% have academic degree and above two-thirds are married with different annual income levels. The six motivational factors for attending to Golghaltan Festival are termed "Golghaltan & family", "cultural exploration", "socialization", "support", "novelty" and "escape". Results show that attendees of a Cultural Community-Based Event such as this festival are motivated more by pull factors like cultural exploration rather than push factors such as escape. The equal ratio of participant’s gender most of whom, at young age, highly educated and married indicate that the studied festival should be considered as a culture-family based event. So this implies that, Iranians with a higher education are more likely to be interested in cultural tourism Conclusion Iran is a country enjoying high ethnic diversity. Each one of these ethnic groups have their own specific characteristics and cultural heritage. Cultural events arise a golden opportunity in light of which it is possible to not only strengthen ties between the ethnicities but also enhance national identity and national pride. The local communities’ sense of unity, pride and belonging to their own culture and traditions is critical to success of the events. Understanding why visitors tend to attend to such events is necessary for developing those events more and more. Furthermore it is essential to be sensitive about enriching visitors’ experience. So a detailed marketing mix must be developed to plan the festival much better. As a result it is possible to offer a high quality experience to the visitors without eliminating or lowering the authenticity and cultural integrity of the ethnicities. Taking these into account, the results show that visitors are more motivated to attend to Golghaltan Festival as a rural-community-based festival, by motivational pull factors (i.e., Golghaltan and cultural exploring as attraction and cultural heritage of the destination) than motivational push factors (i.e., pressures of living environment to leave the home in order to change the routine life style). | ||
| کلیدواژه‌ها [English] | ||
| Event Tourism, Motivation, Local Community, Golghaltan Festival, Amiriabad | ||
| مراجع | ||
|
پایگاه اطلاع‌‌رسانی دولت، 1382، سند چشم‌‌انداز 20 سالة جمهوری اسلامی ایران، قابل دسترسی در: www.dolat.ir/pdf/20years.pdf. حبیب‌‌پور گتابی، کرم و رضا صفری شالی، 1391، راهنمای جامع کاربرد spss در تحقیقات پیمایشی (تحلیل داده‌‌های کمی)، چاپ پنجم، انتشارات متفکران، تهران. رحمتی، حسین، 1392، آیین گل‌غلتان در امیریه دامغان، فصلنامة تخصصی فرهنگ مردم ایران، شمارة 34، صص. 177-169. رضوانی، محمدرضا؛ اکبریان رونیزی، سیدرضا؛ افتخاری، عبدالرضا رکن‌‌الدین و بدری، سیدعلی، 1390، تحلیل مقایسه‌‌ای آثار اقتصادی گردشگری خانه‌‌های دوم با گردشگری روزانه در نواحی روستایی، با رویکرد توسعة پایدار (مورد مطالعاتی: شهرستان شمیرانات، استان تهران)، مجلة پژوهشهای روستایی، سال دوم، شمارة 4، صص. 62-35. رضوانی، محمدرضا؛ جعفری مقدم، سعید و رحیم‌‌اف، حمید، 1391، تأثیر گردشگری بر تقویت نگرش‌‌های کارآفرینانه در مناطق روستایی (مطالعة موردی: مقایسة روستاهای ابر و ابرسج- شهرستان شاهرود)، مجلة پژوهشهای روستایی، سال سوم، شمارة 2، صص. 174-153. ماتیوس، داگ، 1393، مدیریت و طراحی رویدادهای ویژه، ترجمه: روزبه میرزائی و راحله ملکی، چاپ اول، انتشارات ترمه، تهران. مشاور طرح معماری محیط، 1391، طرح جامع- تفصیلی شهر امیریه (جلد 1: مطالعات)، ادارة کل مسکن و شهرسازی استان سمنان، سمنان. وات، دیوید. سی، 1391، مدیریت رویدادهای گردشگری و اوقات فراغت، ترجمة بهروز شریفی مقدم و محمد خوش‌قدم اخلاقی، چاپ اول، انتشارات رسا، تهران. Crompton, J.L., 1979, Motivations for Pleasure Vacation, Annals of Tourism Research, Vol. 6, No. 4, PP. 408-424.
Crompton, J.L. & McKay, S.L., 1997, Motives of Visitors Attending Festival Events, Annals of Tourism Research, Vol. 24, No. 2, PP. 425-439.
Chang, J., 2006, Segmenting Tourists to Aboriginal Cultural Festivals: An example in the Rukai tribal area, Taiwan, Tourism Management, Vol. 27, No. 6, PP. 1224-1234.
Dann, G.M., 1977, Anomie, Ego-enhancement and Tourism, Annals of Tourism Research, Vol. 4, No. 4, PP. 184-194.
de Guzman, A.B., Leones, J.D., Tapia, K.K. L., Wong, W.G., de Castro, B.V., 2006, Segmenting Motivation, Annals of Tourism Research, Vol. 33, No. 3, PP. 863-867.
Fonseca, J.R.S. & Ramos, R.M.P., 2014, Segmenting and Profiling the Portuguese Festival-Goers Through the Most Ancient Form of Music Retailing: The Music Festivals, Journal of Convention & Event Tourism, Vol. 15, No. 4, PP. 271-297.
Formica, S. & Uysal, M., 1998, Market Segmentation of an International Cultural-historical Event in Italy, Journal of Travel Research, Vol. 36, No. 4, PP. 16-24.
Fornell, C. & Larcker, D.F., 1981, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of marketing research, Vol. 18, No. 1, PP. 39-50
Getz, D., 2008, Event Tourism: Definition, evolution, and research, Tourism Management, Vol. 29, No. 3, PP. 403-428.
Gunn, C.A. & Var, T., 2002, Tourism Planning: Basics, Concepts, Cases, Routledge.
Gursoy, D., Kim, K. & Uysal, M., 2004, Perceived Impacts of Festivals and Special Events by Organizers: an extension and validation, Tourism Management, Vol. 25, No. 2, PP. 171-181.
Gyimóthy, S., 2009, Casual Observers, Connoisseurs and Experimentalists: A Conceptual Exploration of Niche Festival Visitors, Scandinavian Journal of Hospitality and Tourism, Vol. 9, No. 2-3, PP. 177-205.
Herzberg, F., Mausner, B. & Snyderman, B., 1959, The Motivation to Work, 2nd Ed., Wiley, New York.
Hsu, C.H.C., Cai, H.L.A. & Li, M., 2010, Expectation, Motivation, and Attitude: A Tourist Behavioral Model, Journal of Travel Rsearch, Vol. 49, No. 3, PP. 282-296.
Inskeep, E., 1991, Tourism Planning: an integrated and sustainable development approach, Van Nostrand Reinhold.
Iso-Ahola, S.E., 1982, Toward a Social Psychological Theory of Tourism Motivation: A rejoinder,Annals of Tourism Research, Vol. 9, No. 2, PP. 256–262.
Jafari, J., 2002, Encyclopedia of Tourism, Routledge.
Kline, T.J., 2005, Psychological Testing: A practical approach to design and evaluation, Sage Publications.
Lee, C. K. & Lee, T.H., 2001, World Culture EXPO segment characteristics, Annals of Tourism Research, Vol. 28, No. 3, PP. 812-816.
Li, M., Huang, Z., Cai, L. A., 2009, Benefit Segmentation of Visitors to a Rural Community‐Based Festival, Journal of Travel & Tourism Marketing, Vol. 26, No. 5-6, PP. 585-598.
Maslow, A.H., 1943, A Theory of Human Motivation, Psychological review, Vol. 50, No. 4, PP. 370.
Matheson, C.M., Rimmer, R. & Tinsley, R., 2014, Spiritual Attitudes and Visitor Motivations at the Beltane Fire Festival, Edinburgh, Tourism Management, Vol. 44, PP. 16-33.
McDowall, S., 2010, A Comparison between Thai Residents and Non-residents in their Motivations, Performance Evaluations, and Overall Satisfaction with a Domestic Festival, Journal of Vacation Marketing, Vol. 16, No. 3, PP. 217-233.
Mohr, K., Backman, K.F., Gahan, L.W. & Backman, S.J., 1993, An Investigation of Festival Motivations and Event Satisfaction by Visitor Type, Festival Management and Event Tourism, Vol. 1, No. 3, PP. 89-97.
Nicholson, R.E. & Pearce, D.G., 2001, Why Do People Attend Events: A Comparative Analysis of Visitor Motivations at Four South Island Events, Journal of Travel Research, Vol. 39, No. 4, PP. 449-460.
Park, K.S., Reisinger, Y. & Kang, H.J., 2008, Visitors' Motivation for Attending the South Beach Wine and Food Festival, Miami Beach, Florida, Journal of Travel & Tourism Marketing, Vol. 25, No. 2, PP. 161-181.
Parrinello, G.L., 1993, Motivation and Anticipation in Post-industrial Tourism, Annals of Tourism Research, Vol. 20, No. 2, PP. 233-249.
Plog, S., 1973, Why Destination Areas Rise and Fall in Popularity, Cornell Hotel and Restaurant Administration Quarterly, Vol. 12, PP. 13-16.
Savinovic, A., Kim, S. & Long, P., 2012, Audience Members’ Motivation, Satisfaction, and Intention to Re-visit an Ethnic Minority Cultural Festival, Journal of Travel & Tourism Marketing, Vol. 29, No. 7, PP. 682-694.
Schofield, P. & Thompson, K., 2007, Visitor Motivation, Satisfaction and Behavioural Intention: the 2005 Naadam Festival, Ulaanbaatar, International Journal of Tourism Research, Vol. 9, No. 5, PP. 329-344.
Suni, J. & Komppula, R., 2012, SF-Filmvillage as a Movie Tourism Destination—A Case Study of Movie Tourist Push Motivations, Journal of Travel & Tourism Marketing, Vol. 29, No. 5, PP. 460-471.
Tkaczynski, A. & Toh, Z.H., 2014, Segmentation of Visitors Attending a Multicultural Festival: An Australian Scoping Study, Scandinavian Journal of Hospitality and Tourism, Vol. 14, No. 3, PP. 296-314.
Uysal, M., Gahan, L. & Martin, B., 1993, An Examination of Event Motivations: A case study, Festival Management & Event Tourism, Vol. 1, No. 1, PP. 5-10.
Witt, C.A. & Wright, P.L., 1992, Tourism Motivation: Life after Maslow, In P. Johnson & B. Thomas, Choice and demand in tourism, Mansell, London: England, PP. 33–56. | ||
|
آمار تعداد مشاهده مقاله: 1,752 تعداد دریافت فایل اصل مقاله: 2,014 |
||