بررسی تاثیر تصویر مقصد بر رضایت و مقاصد رفتاری در گردشگری سلامت (مورد مطالعه: آبگرم معدنی لاویج) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه گردشگری به عنوان صنعت جذاب و جایگزین مورد توجه قرار گرفته، بالاخص گردشگری سلامت که با روح و جان گردشگران در ارتباط است. از آنجایی که گردشگران به دنبال تخلیه استرس و تمدد اعصاب خود از کارهای روزمره هستند، انتخاب چشمه های آبگرم در اولویت شان قرار دارد. از آنجایی که تصویر ذهنی از مقصد گردشگری عاملی است که بسیاری از گردشگران در هنگام انتخاب مقصد مورد توجه قرار می دهند و این تصویر ذهنی بر رضایت و مقاصد رفتاری گردشگران سلامت از اهمیت خاصی برخوردار می باشد، لذا پژوهش حاضر به بررسی تاثیر تصویر مقصد بر رضایت و مقاصد رفتاری گردشگران سلامت منطقه لاویج می پردازد. روش پژوهش حاضرتوصیفی- تبیینی است. جامعه آماری پژوهش حاضر را گردشگران منطقه لاویج در فروردین و اردیبهشت ماه 1394 که از آبگرم معدنی لاویج استفاده کرده اند، تشکیل می دهند. از بین گردشگران 384 نفر با استفاده از روش نمونه گیری تصادفی ساده به عنوان نمونه انتخاب شدند. ابزار گردآوری اطلاعات پرسشنامه بوده است و برای تجزیه و تحلیل داده های جمع آوری شده از نرم افزارهای SPSS18 و AMOS18 استفاده شده است. در این تحقیق رابطه مثبت تصویر مقصد با کیفیت سفر و ارزش ادراک شده، کیفیت سفر با ارزش ادراک شده و رضایت ، ارزش ادراک شده با رضایت و مقاصد رفتاری و رضایت با مقاصد رفتاری نشان داده شد. ایجاد تصویر خوب از مقصد موجب رضایت گردشگران سلامت شده و به دنبال آن مثبت شدن مقاصد رفتاری می شود که بازدیدهای آینده و پیشنهاد دادن مقصد به دیگران را افزایش می دهد. بنابراین پیشنهاد می گردد واکنش رفتاری مثبت بایستی برای مدیران یک منطقه گردشگری به عنوان کلیدی ترین دستاورد و ماحصل کلیه ی فعالیت ها و اقدامات صورت گرفته زنجیره گردشگری محسوب شود.Examining the Effect of Destination Image on Satisfaction and Behavioral Intentions in Health Tourism (Case Study: Lavij Spa)
ExtendedNowadays tourism is as an inspiring industry especially when it comes to health tourism which is generally associated with tourists' soul and body. Destination image is a factor that many tourists use for selecting their destinations and this image is important on health their satisfaction and behavioral intentions. Introduction Tourism is a driving force for enhancing regional development and successful tourism can increase government revenue, as well create jobs. It is quite important to attract tourists so that they would visit again or recommend the places they visited to others (Ranjbarian, 1385). Moreover, image destination is a factor that many tourists pay attention when choosing the place that they want to visit (Ranjbarian, 1385). Having the right knowledge and attitude toward tourist destination is also important. The destination image, however, is the most debatable topic in marketing research in tourism industry. Because of this, many countries use global and promotional marketing tools to improve their image and compete with other destinations. This concept in the field of tourism is very important because it affects the behavior and decisions of tourists and has an important role in the satisfaction level of travel (Martin and Diamond, 2004). The destination image is one of the favorite topics in tourism marketing because it is an essential element in creating and managing a distinct and attractive image of destinations. Several studies that have been done in the past two decades about tourism showed that destination image is a valuable and important concept in the study of the process of choosing a particular destination and has helped our understanding of the behavior of tourists (Balglue and McCleary 1999) . Among various types of tourism, health tourism and its subsidiaries are given crucial attention and because of this attention they show a rapid growth among various kinds of tourism (Garcia, 2006). Despite numerous studies on the subject of tourist destination image in recent decades, this is a relatively new topic in Iran, especially in Mazandaran. According to some previous research, the impact of destination image on satisfaction level of tourists was studied. The current research is done in Lavij spa. Materials and Methods Lavij tourists who use spa constituted the statistical population of this study. 384 tourists were selected as the sample of the research. Tools used for this study were questionnaires and SPSS 18& AMOS18 software for the analysis of research. 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