بررسی تأثیر مدیریت ارتباط با گردشگر بر رضایتمندی و وفاداری گردشگران، مطالعه موردی: شهر تهران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
مدیریت ارتباط با گردشگر مؤلفه ای کلیدی برای مقاصد گردشگری موفق محسوب شده و پیامدهای مثبتی بر رضایت گردشگران، مدیریت برند، مزیت رقابتی و درآمد مقاصد ایجاد می کند. بر این اساس هدف مطالعه حاضر بررسی تأثیر مدیریت ارتباط با گردشگر بر رضایتمندی و وفاداری گردشگران است. در این تحقیق تلاش شد تأثیر مدیریت ارتباط با گردشگر بر رضایتمندی و وفاداری گردشگران شهر تهران و چگونگی میانجی گری متغیر رضایتمندی در رابطه میان مدیریت ارتباط با گردشگر و وفاداری گردشگران مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق گردشگران ورودی به شهر تهران بود. در جهت تعیین حجم نمونه با توجه به تعداد متغیرهای مشاهده پذیر حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه شده است. تجزیه وتحلیل داده ها با استفاده از نرم افزارهای SPSS و SMART PLS با روش آمار توصیفی و مدل سازی معادلات ساختاری انجام شد. یافته ها نشان داد که مدیریت ارتباط با گردشگر تأثیر معنی داری بر رضایتمندی و وفاداری گردشگران دارد. همچنین یافته های تحقیق حاکی از آن بود که رضایتمندی رابطه میان مدیریت ارتباط با گردشگر و وفاداری گردشگران را میانجی گری می کند. مدیریت ارتباط با گردشگر نقش حیاتی در موفقیت کسب وکارهای گردشگری ایفا نموده و در نتیجه مقاصد با استفاده از این ابزار می توانند به ایجاد تجربه مثبت، ایجاد وفاداری و رضایت گردشگر و تقویت روابط بین کسب وکارها و گردشگران کمک کنندInvestigating the Impact of Tourist Relationship Management on the Satisfaction and Loyalty of Tourists Studied in Tehran
Management of communication with tourists is considered a key component for successful tourism destinations and creates positive consequences on tourist satisfaction, brand management, competitive advantage and destination income. Based on this, the present study aims to investigate the impact of tourist relationship management on the satisfaction and loyalty of tourists. This research attempted to analyze and investigate the effect of tourist relationship management on the satisfaction and loyalty of tourists in Tehran and how the satisfaction variable mediates the relationship between tourist relationship management and tourist loyalty. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research was tourists entering Tehran. In order to determine the sample size, according to the number of observable variables, the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data were analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that communication management with tourists significantly affects the satisfaction and loyalty of tourists. Also, the research findings indicated that satisfaction mediates the relationship between tourist relationship management and tourist loyalty. Tourist communication management plays a vital role in the success of tourism businesses. As a result, using this tool, destinations can help create a positive experience, create tourist loyalty and satisfaction, and strengthen relationships between businesses and tourists
Extended
Introduction
Considering the large number of tourists who enter Tehran every year, it is necessary to ensure that all tourists enjoy their visit, remain loyal to the city, and return for subsequent visits. In this regard, various measures that can guarantee a satisfactory experience for tourists entering Tehran are significant. Based on this, it is essential to use tourist communication management systems in this city to provide necessary information and guidance to tourists about the attractions and places of interest of this destination. According to this, managing communication with incoming tourists through websites, programs, and other digital media can help increase their satisfaction. Also, tourism businesses in Tehran can understand the needs and expectations of different types of tourists through tourism communication management systems and provide the highest levels of services to tourists. Finally, by relying on the benefits of tourism management, it is possible to bring a memorable experience to tourists entering Tehran and remind them of their trip to Tehran. As a destination, Tehran can cultivate loyalty and satisfaction among its visitors by doing these steps, thus increasing their number and contributing to the city's success. Based on this, conducting a proper study on the relationship and effects of research variables in Tehran is necessary. Following this necessity, the main question of the research is raised in this way:
-What effect does tourist relationship management have on the satisfaction and loyalty of tourists in Tehran, and how does satisfaction mediate the relationship between tourist relationship management and tourist loyalty?
Methodology
The current research is applied in terms of purpose and in terms of descriptive-analytical method. In order to collect data, library and field methods were exerted. The study's statistical population consisted of tourists entering Tehran; due to the lack of accurate statistics on the number of
incoming tourists, to determine the sample size, Cochran's formula was used for a total population, and the sample size was estimated to be 384 people. The sampling method was a simple accident. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and the combined reliability coefficient (CR).
Results and discussion
The present study presented a conceptual model in the field of investigating the impact of tourist relationship management on tourist satisfaction and loyalty and answered the question of what role tourist relationship management plays in the relationship between tourist satisfaction and loyalty. Based on this, the findings of the research hypothesis test also showed that tourist relationship management significantly affects the satisfaction and loyalty of tourists in Tehran, and satisfaction mediates the relationship between tourist relationship management and tourist loyalty.
The findings of the first hypothesis test of the research showed that the management of communication with tourists significantly affects the satisfaction of tourists. Based on the hypothesis test, the value of the T statistic obtained is more significant than normal and confirms the research hypothesis. Also, according to the coefficient of the path obtained, which was positive, it can be concluded that the effect of communication management with tourists is directly on tourists' satisfaction. Therefore, managing communication with tourists positively and significantly affects tourists' satisfaction. On the other hand, the findings of the second hypothesis test of the research showed that the management of communication with tourists has a significant effect on the tourists' loyalty. This result was obtained based on the hypothesis test and the value of the T statistic, which showed that the value was more significant than normal and confirmed the research hypothesis. Also, according to the coefficient of the path obtained, which was positive, it can be concluded that managing communication with tourists directly affects tourists' loyalty. Therefore, communication management with tourists positively and significantly affects tourists' loyalty.
Conclusion
Tourist relationship management plays a vital role in the success of businesses and tourism destinations, as it helps create a positive customer experience, builds customer loyalty and satisfaction, and strengthens relationships between businesses and tourists. The results of this research showed that when tourists are satisfied with their experience, they are more likely to stay loyal to the destination. In addition, a good relationship between the tourist and the destination is an essential prerequisite for tourists to remain loyal. Tourism experience also plays a vital role in determining loyalty. According to the findings of this research, when tourists have a positive experience, they are likely to be loyal to the destination. This is while the current research showed that tourist relationship management could help create a strong relationship between tourists and destinations. In general, managing the relationship with tourists can help increase their loyalty by improving the satisfaction level of tourists and creating a strong connection between them and the destination. Based on this, it can be said that managing the relationship with tourists is an essential factor in the satisfaction of tourists and the success of tourism businesses, and this concept, ensuring that tourists receive the best service and experience during their trip, affects the relationship between businesses. and focuses on tourists. This includes a variety of practices, such as providing personalized customer service, promoting customer loyalty, and offering discounts and rewards. The purpose of tourist relationship management is to create relationships with tourists to increase their loyalty and the value of their trip. This is achieved by creating a positive tourism experience, providing quality services and support, and building trust with tourists. A positive tourist experience helps to ensure that tourists will return to the destination in the future, thus forming a long-term relationship.
Funding
There is no funding support.
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work.
Conflict of Interest
The Authors declared no conflict of interest.
Acknowledgments
The authors appreciate to all the scientific consultants of this paper.
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