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Exploring the Factors Affecting Travel Intention During the COVID-19 Pandemic: A Structural Analysis | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 15، شماره 3، مهر 2022، صفحه 613-632 اصل مقاله (879.96 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2021.323223.674547 | ||
نویسندگان | ||
Fatemeh Shekari1؛ Fatemeh Azizi* 2 | ||
1Department of Tourism and Hospitality Management, School of Economics, Management and Social Sciences, Shiraz University | ||
2Department of Tourism Management, School of Economics, Management and Accounting, Yazd University, Yazd, Iran | ||
چکیده | ||
The purpose of this study was to identify structural relationships between factors affecting domestic tourism intentions in Iran under COVID-19 conditions, taking into account the importance of behavioral intention in predicting behavior. Therefore, it adds to the emerging body of knowledge about travel intentions during the pandemic. Structural equation modelling was used to analyze 383 online questionnaires, which revealed a positive impact of “frequency of past travel” and a negative effect of “Covid-19 risk knowledge,” “perceived risk,” and “risk aversion attitudes” on “travel intentions.” Furthermore, “perceived risk” and “risk aversion attitudes” mediated the relationship between “frequency of past travel” and “Covid-19 risk knowledge” with “travel intentions.” Meanwhile, “socio-demographic variables” and “travel purposes” moderated the relationships between “risk aversion attitudes” and “travel intentions” and between “perceived risks” and “travel intentions.” The findings enable tourism policy-makers, marketers, and businesses to take purposeful measures to recover domestic tourism. | ||
کلیدواژهها | ||
travel intentions؛ risk aversion attitudes؛ perceived risk؛ Covid-19؛ Iran | ||
عنوان مقاله [English] | ||
تحلیل ساختاری عوامل مؤثر بر نیت سفر در دوران پاندمی کوید-19 | ||
نویسندگان [English] | ||
فاطمه شکاری1؛ فاطمه عزیزی2 | ||
1بخش مدیریت گردشگری و هتلداری، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران | ||
2گروه مدیریت جهانگردی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد ایران | ||
چکیده [English] | ||
بازاریابی اثربخش در شرایط ریسک، مستلزم شناخت نگرشها، ادراکات و نیت سفر گردشگران به منظور بهرهگیری هدفمند از منابع است. هدف از پژوهش حاضر، شناخت روابط ساختاری بین عوامل اثرگذار بر نیت سفر گردشگران داخلی ایران در شرایط پاندمی کوید-19 بوده است. تحلیل دادههای 383 پرسشنامه آنلاین با استفاده از مدلسازی معادلات ساختاری، حاکی از تاثیر مثبت فراوانی سفر پیشین و تاثیر منفی دانش از ریسک، ریسک ادراک شده و نگرش نسبت به اجتناب از ریسک بر نیت سفر بود. بعلاوه، ریسک ادراک شده و نگرش نسبت به اجتناب از ریسک در رابطه بین فراوانی سفر پیشین و دانش از ریسک بیماری با نیت سفر نقش میانجی و متغیرهای جمعیتشناختی و اهداف سفر در رابطه بین نگرش نسبت به اجتناب از ریسک و ریسک ادراک شده با نیت سفر، نقش تعدیلگر ایفا کردند. یافتههای این تحقیق میتواند به سیاستگذاران گردشگری، بازاریابان و مشاغل کمک کند تا اقدامات هدفمندی را برای بهبود گردشگری داخلی انجام دهند. | ||
کلیدواژهها [English] | ||
نیت سفر, نگرش نسبت به ریسک, ریسک ادراک شده, کوید-19, ایران | ||
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