تحلیل تاثیر مولفه های حسی بر رضایت و نیات رفتاری گردشگران خارجی (مورد مطالعه: هتل های چهار و پنج ستاره شهر اصفهان) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
گردشگری بخش عمده ای از اقتصاد جهانی را تشکیل می دهد و یکی از بزرگ ترین صنایع جهان به حساب می آید. از مهم ترین عواملی که می تواند موجب رشد و توسعه ی گردشگری بین المللی و داخلی شود اقامتگاه ها و هتل ها جهت اسکان مسافرین می باشد. استفاده از بازاریابی نوین در این راه می تواند کمک شایانی به پیشرفت و توسعه ی صنعت هتل داری کند. بازاریابی حسی نوعی از بازاریابی است که نقش به سزایی در رضایت مشتریان دارد زیرا راه دستیابی به موفقیت را تا حد زیادی از میان احساسات و عواطف می داند، مسیری که در آن بسیاری از مشتریان از ارزیابی صرف ویژگی ها و خصوصیات کاربردی محصول پا را فراتر نهاده و می خواهند به محصول به عنوان یک تجربه بنگرند. این پژوهش به دنبال تعیین تاثیر بازاریابی حسی و مؤلفه های آن در بهبود رضایت مشتریان هتل ها است. در این مقاله ابتدا زیر مؤلفه های بازاریابی حسی شناسایی شده و سپس به کمک پرسشنامه ای محقق ساخته، میزان رضایت گردشگران از هریک از مؤلفه های حسی در هتل های مورد مطالعه مورد سنجش قرار گرفته است. سپس تاثیر بازاریابی حسی در بهبود رضایت مشتریان هتل ها بررسی شده است. جامعه ی آماری در پژوهش حاضر کلیه هتل های چهار و پنج ستاره ی شهر اصفهان هستند، حجم نمونه نیز به روش کوکران 120 نفر به دست آمده است. در نهایت جهت تجزیه و تحلیل داده ها از آمار توصیفی و به منظور آزمون فرضیه های پژوهش و تعیین تأثیر متغیرهای مستقل بر متغیر وابسته از آمار استنباطی (مدل سازی معادلات ساختاری) استفاده شده است. نرم افزار کامپیوتری مورد استفاده نیز SPSS 20 و Amos 20 بوده است. یافته ها حاکی از این موضوع بود که متناسب بودن ویژگی هتل های مورد مطالعه با ذائقه ی حسی گردشگر تاثیر مستقیمی بر رضایت وی دارد و رضایت گردشگر خود بر نیات رفتاری گردشگر و بازگشت مجدد وی به هتل تاثیر گذار است.An Analysis of the Effect of Sensory Elements on Foreign Tourists' Satisfaction and Behavioral Intention (Case Study: Four and five Star Hotels in Isfahan)
ExtendedTourism is a major sector of the global economy and it is one of the largest industries in the world. One of the most important factors that can lead to the growth and development of international and domestic tourism are resorts and hotels that accommodate of passengers. The use of modern marketing can be extremely helpful to the progress and development of the hotel industry. Sensory marketing is a form of marketing that has a great influence on customer satisfaction because it contributes the success to the emotions and sensory component. This research seeks to determine the impact of sensory marketing and its components in improving satisfaction of the hotel customers. In this article, sub-components of the sensory marketing were identified, then the customer satisfaction level regarding sensory component is measured by using a questionnaire. Statistical population of this study includes all four and five-star hotel in Isfahan. The sample size is obtained 120 people using Cochrane methodology. Finally, in order to analyze the data and test the study hypothesis descriptive statistic and analytical statistic have been used respectively. All statistical analyses are conducted using SPSS20 and Amos20. The findings suggest that the proportion of hotel features and sensory taste of tourists has a direct influence on their satisfaction and behavioral intention. Introduction Tourism is considered as the biggest and the most diverse industry. Many countries have selected this dynamic resource as their main source for income, creating jobs, growing the private sector and expanding their infrastructures.Tourism has become of special interest for the developing countries.Today, hotel management and food supplying industry are considered as dynamic parts of the tourism industry. A potential traveler that travels to any given place requires a bed for sleeping and food. Hotel is a reflection of travelers’ tastes and needs in this market. The way of delivering the services to customers is of a special importance in a hotel. Hotels are among the most influential factors that can cause the satisfaction of foreigners and local tourists. Hotel is one of the main needs of tourism industry in any country. Hotel management is one of the most dynamic sections of tourism industry and includes facilities for resting and sleeping, foods and beverages and various types of entertainments. Paying attention to marketing and specially sensory marketing can have a considerable impact on the customers’ satisfaction. Material and Methods The current research is functional in its aims and regarding the nature and data gathering procedures is a descriptive survey. Using questionnaires for gathering the opinion of the sample is a reason for counting the current research as a survey and it is considered as a statistical research. In addition since the current research studies the existing things, it can also be considered descriptive. The library has been used to gather information about the history and the literature of the subject and since the questionnaire is the most common tool for gathering initial data in the surveys and field researches, the questionnaire has been used in order to examine the hypotheses and research questions. In the questionnaire used for this purpose, close-ended questions are presented in the Likert scale. In analyzing the responses, a score between 1 to 5 is dedicated to the Likert scale. Discussion and Results With a look at results from tables and equations, the positive impact of sensory inputs on customers satisfaction can be observed. The research hypotheses are in line with the studies of researchers including Krishna, Elder et al. , Dona, Kim & Perdue and Agapito & Valle and many others. All these people have mentioned the the significance of sensory elements in enhancing in customer satisfaction. It can be mentioned that Kim & Perdue have specifically used sensory parameters regarding the hotels. They have come to the conclusion that if sensory parameters of a hotel are in line with the customers’ tastes, it will have a positive impact on their satisfaction. Conclusion The findings of the current research is in line with the results of the aforementioned study and have considered the direct influence of sensory parameters on satisfaction and behaviors of customers. Although the field of the studies mentioned above are different (e.g using emotional marketing in hot water springs, using emotional marketing in the destination, etc), they have all reached the same conclusions. 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