توسعه چارچوبی جهت سنجش عوامل مؤثر بر اشتراک گذاری تجارب گردشگر در محیط های آنلاین برند
آرشیو
چکیده
هدف: به اشتراک گذاری تجارب در محیط آنلاین، یکی از منابع مناسب جمع آوری اطلاعات در خصوص مقاصد گردشگری است؛ بنابراین شناسایی عوامل مؤثر بر تمایل گردشگر به به اشتراک گذاری این تجارب، امری ضروری است. هدف این پژوهش توسعه چارچوب عوامل مؤثر بر به اشتراک گذاری تجارب گردشگر در محیط های آنلاین برند است. روش: پژوهش حاضر از نظر هدف، توسعه ای کاربردی و از نظر روش، توصیفی هم بستگی است. جامعه آماری گردشگرانی بودند که ضمن داشتن تجربه سفر به ایران در دهه گذشته، تمایل داشتند که این تجربه را در فضای آنلاین به اشتراک بگذارند. بر اساس فرمول کوکران، ۲۰۶ نفر به صورت نمونه گیری در دسترس به عنوان نمونه انتخاب شد. داده ها از طریق روش کتابخانه ای و میدانی و با استفاده از پرسش نامه محقق ساخته (شامل ۷۸ پرسش اصلی و ۵ پرسش جمعیت شناختی) جمع آوری شدند. روایی صوری پرسش نامه، با بهره مندی از دیدگاه خبرگان و پایایی آن، از طریق محاسبه آلفای کرونباخ بررسی و تأیید شد. این داده ها از طریق مدل سازی معادلات ساختاری، به روش حداقل مربعات جزئی، در نرم افزار اسمارت پی ال اس پردازش شدند. یافته ها: به ترتیب عوامل فردی کسب احترام، پذیرفتن تجربه های جدید، برخورداری از دانش تکنولوژیک، امنیت ادراک شده و تمایل به دریافت بازخورد از جانب دیگران و عامل تکنولوژیکی وجود پلتفرم های مناسب، بر بروز رفتار اشتراک تجربه گردشگری در فضای آنلاین اثرگذارند. نتیجه گیری: با توجه به نقش پررنگی که شبکه های اجتماعی روی گردشگران دارد، کسب وکارهای اینترنتی گردشگری با تمرکز بر این عوامل، می توانند با تقویت رفتار اشتراک تجربه، آن را به ابزاری قدرتمند برای افزایش آگاهی مخاطبان تبدیل کنند.Development of a Framework to Measure Factors Affecting the Tourism Experience Sharing in Online Brand Environments
Objective In the era of social networks, it can be said that people are heavily influenced by the experiences shared by others and have the desire to share experiences that may be impactful for others in this environment (Dedeoğlu et al., 2020). Sharing travel experiences on social media platforms is highly popular (Kock et al., 2020; Oliveira et al., 2020). Tourists have a strong motivation to explore suggestions and opinions shared by others to reduce their own risks and uncertainties (Su, Cheng, et al., 2020), as travel activities cannot be physically demonstrated or pre-evaluated unless the individual personally experiences them (Su et al., 2019). The nature of travel activities allows individuals to transcend the boundaries of their everyday lives (Wong et al., 2019) and offers a significantly different experience from their daily routines (Filep & Laing, 2018; Xu & Zhang, 2021). Sharing travel experiences plays a crucial role in the tourism industry and has an undeniable impact (Kirilenko et al., 2021; Su, Tang, et al., 2020; Wong et al., 2019; Zauberman et al., 2009). Given that numerous explicit and implicit factors strongly influence tourists' motivation to use social networks during their travels, with Instagram being one of the most extensively utilized platforms for obtaining and sharing travel information and experiences (Boley et al., 2018; Daxböck et al., 2021), this domain still requires further research. Considering the potential of social networks in enhancing tourism, this study aims to establish an interdisciplinary connection between social psychology, motivational theories, and social networks in the context of tourism. Sharing experiences in the online space by tourists is one of the primary sources for acquiring valuable information about various travel destinations. Therefore, identifying the factors that influence tourists' behavior and inclination to share these experiences holds significant importance. By identifying these factors, it becomes feasible to plan strategies for reinforcing such behavior. Consequently, based on suggestions from previous researchers regarding the need for further studies in this field, as well as examining internationally published articles and library studies, the researcher has chosen this topic for their research. In this regard, the main objective of this study is to identify the influential factors on tourists' sharing of travel experiences in online environments. Research Methodology The present study employed a developmental-applied research design with a correlation-based approach. The data collection method was a descriptive survey, and the study was conducted over a specific time period. The target population consisted of individuals who had traveled to various parts of Iran in the past decade and expressed a willingness to share their travel experiences online. Convenience sampling was used, and a sample size of 206 individuals was determined using the Cochran formula. The questionnaire used in the study included 78 researcher-developed questions, examining the impact of 26 identified factors on the inclination to share travel experiences. The Kolmogorov-Smirnov test was used to check the normality assumption of the data, and nonparametric tests were employed for analysis due to the non-normal distribution of the variables. The structural equation modeling (SEM) approach, specifically the Partial Least Squares (PLS) method, was used to test the research hypotheses. SEM is a powerful statistical tool for developing and validating frameworks, allowing for the examination of direct and indirect effects and model fit evaluation. SMART-PLS software facilitated the analysis and interpretation of the results. Findings To analyze the inferential findings of this study, the Kolmogorov-Smirnov test was used to examine the normality assumption of the data. The test indicated that the variables in this study did not follow a normal distribution, suggesting the use of nonparametric tests for analysis. The next step involved testing the research hypotheses using the structural equation modeling (SEM) approach in the Smart PLS software. The SEM analysis facilitated the examination of the relationships between variables and provided both statistical and graphical results. In the SEM analysis, the model fit was evaluated through various indices, including Cronbach's alpha coefficient, composite reliability, average variance extracted, and cross-loading. The validity of the measurement model was confirmed when these indices exceeded certain thresholds. The absolute T-values and path coefficients (beta) were examined to determine the significance and direction of the relationships between variables. T-values higher than 1.96 at a significance level of 0.05 indicated the confirmation of the hypotheses. Additionally, T-values of 2.58 and 3.64 at a significance level of 0.01 and 0.001, respectively, were also considered significant. Based on the data and the results, six factors, including gaining respect, openness to new experiences, suitable platforms for sharing, technological knowledge, perceived security, and the desire for positive feedback from other online users, significantly influenced the inclination to share travel experiences online. On the other hand, factors such as entertainment, self-expression, helping others, positive attitude towards sharing, high self-esteem, progress orientation, knowledge and awareness, friendship, gaining reputation, belief in content honesty, perceived ease, financial benefits, social interaction, and technological infrastructure did not have a significant impact on the inclination to share experiences online. Discussion & Conclusion To examine the factors influencing experience sharing in the online space, 25 factors were identified from previous studies and investigated. The findings indicated that among these factors, gaining respect, openness to new experiences, suitable platforms for sharing, technological knowledge, perceived security, and the desire for positive feedback from other online users significantly influenced the inclination to share experiences online. The study confirmed six hypotheses, providing valuable insights for online businesses in the tourism and non-tourism sectors to better understand their audience's needs and tailor their content accordingly. It is suggested that further research should focus on foreign tourists visiting Iran, examining their inclination to share travel experiences on specific social media platforms to enhance their understanding of this field. The study was conducted with limitations such as reduced traveler willingness to travel due to various diseases, economic difficulties, and limited access to research resources due to high costs and internet restrictions.
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