تأثیر تصویر ذهنی گردشگر از مقصد گردشگری بر خلق مشترک ارزش با تاکید بر نقش میانجی عشق به مقصد (مطالعه موردی: مقاصد منتخب گردشگری ایران) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف این پژوهش، تبیین نقش تصویر ذهنی گردشگر از مقصد گردشگری بر خلق مشترک ارزش در مقصد با تاکید بر نقش میانجی عشق به مقصد است. جامعه آماری هدف این پژوهش، در مرحله کیفی، خبرگان صنعت گردشگری، اساتید دانشگاهی و در مرحله کمی گردشگران داخلی هستند که از اردیبهشت تا بهمن ماه 1398 به مقاصد گردشگری ایران سفر کرده اند. برای گردآوری داده ها، از روش نمونه گیری هدفمند به منظور انتخاب مقاصد گردشگری استفاده شد. سپس از روش نمونه گیری غیر تصادفی در دسترس، جهت انتخاب گردشگران شهرهای منتخب برای پاسخ به یک پرسشنامه محقق ساخته استفاده شد. روایی پرسشنامه توسط اساتید و کارشناسان صنعت گردشگری، به وسیله روایی محتوا تایید شد. پایایی پرسش های پژوهش با معیار استاندارد آلفای کرونباخ و پایایی مرکب اندازه گیری شده است. برای تحلیل ارتباط بین سازه-های پژوهش، از مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی استفاده شد. نتایج پژوهش نشان داد که مدل پژوهش با داده ها برازش دارد. همچنین یافته ها نشان می دهد، تصویر مقصد در دو بُعد تصویر شناختی مقصد و تصویر عاطفی مقصد بر عشق به مقصد تاثیر مثبت می گذارد. و عشق گردشگر به مقصد نیز به عنوان میانجی رابطه بین تصویر مقصد و خلق مشترک ارزش را تسهیل می کند. همچنین براساس یافته ها تصویر شناختی و تصویر عاطفی بر خلق مشترک ارزش در مقصد تاثیر مثبت دارد. این پژوهش با بهبود تصویر ذهنی گردشگران نسبت به مقاصد گردشگری ایران به توسعه قلمرو دانش در خصوص خلق مشترک ارزش در صنعت گردشگری می پردازد که در پژوهش های قبلی کمتر دیده می شود.The Impact of Tourist Mental Image of Tourist Destination on the Value Co-creation by Focusing on the Mediating Role of Destination Love: A Study of Selected Tourist Destinations of Iran
This study aims to explain the role of the tourist image of the tourist destination on destination value co-creation by focusing on the mediating role of destination love. The target statistical population of this study, in the qualitative phase, are tourism industry experts, university professors, and in the quantitative phase, domestic tourists who traveled to Iran's tourist destinations from April 2019 to January 2020. For data collection, the purposive sampling method was used to select tourism destinations. Then, the available non-random sampling method was used to select tourists from selected cities to answer a researcher-made questionnaire. The validity of the questionnaire was confirmed by the professors and experts in the tourism industry using the content validity. The reliability of the research questions was measured using Cronbach's alpha and composite reliability. To analyze the relationship between research constructs, structural equation modeling with a partial least squares approach was used. The results showed that the research model fits the collected data. Furthermore, the findings show that destination image has a positive effect on destination love in two dimensions including cognitive and emotional. Destination love also mediates the relationship between destination image and value co-creation. In addition, based on the findings, cognitive image and emotional image have a positive effect on the value co-creation in the destination. This study improves the mental image of tourists towards Iran's tourism destinations and develops the realm of knowledge about the value co-creation in the tourism industry, which is less seen in previous studies. IntroductionMany of the current tourist destinations have not yet been able to create the right image of themselves in the tourist's mind as it should, in order to attract the desired behaviors of tourists. One of the most important reasons for this is the lack of knowledge of tourism actors about the value of tourist participation and how they participate in tourism activities. In addition, due to the lack of proper treatment of tourists, as well as negative media propaganda, many people around the world do not have a correct idea of the beautiful and historical country of Iran. Active participation of tourism industry actors and beneficiaries in the value-creation process can lead to greater adaptation of services to the needs and wants of tourists and thus improve services perceived by tourists. Considering that limited research done to improve the image of Iran's tourism destinations, this study first identifies some of the most important dimensions and components of value co-creation in Iran's tourist destinations and then investigates the impact of the tourist's mental image on it, with the mediating role of destination love. MethodologyThe method of this research is based on the purpose of developmental research. In terms of nature and method, this study is descriptive-survey. In this research, a combined approach (qualitative and quantitative) is used. In the qualitative stage of the research, the statistical community includes experts in the tourism industry and university professors in the field of tourism. In the qualitative stage, the purposive sampling method was used to select experts. The prototype members are 11 tourism industry experts and managers of some of the most important tourism companies. In the quantitative stage of the research, the statistical population is domestic tourists who have traveled to selected tourism destinations including Isfahan, Tehran, Mashhad, Shiraz, Rasht, and Sari in the period from April 2019 to January 2020 with the aim of tourism and pilgrimage. In the quantitative stage, first, the purposive sampling method was used to select tourism provinces and cities. Then, available non-random sampling was used to ask tourists from selected cities. A researcher-made questionnaire was used to collect the data in the quantitative phase. Then, 495 questionnaires were used for analysis. For data analysis, the structural equation modeling approach and smart PLS software have been used. FindingsAccording to the results, most of the sample members are in the age group between 30-40 years and the least of them are in the age group of less than 20 years. In addition, 244 of the sample are women, and 251 are men, which make up 49.3% and 50.7% of the total sample, respectively. The frequency distribution of the city in the sample is such that most of the people in the sample are from Shiraz and the least from Sari. Regarding the criterion of education level, most of the sample members have a master's degree or higher, and the least sample members have a diploma. The research findings show that among the research variables, the highest value (0.467) of the path coefficient is related to the destination’s emotional image. Therefore, this factor has the greatest impact on destination value co-creation. This shows that creating a suitable mentality of the destination before the trip and strengthening it during the trip caused positive feelings of the tourists towards the destination and consequently the emotional reactions of the tourists toward the local residents of the destination and tourism agents. Also, the brand of the destination becomes stronger and this makes the tourist's sense of responsibility towards the value-creation activities in the destination increase. ConclusionsThis research tries to create a suitable image of Iran's tourism destinations and provide the necessary platforms for creating value for the tourism stakeholders. The findings show that the destination image has a positive effect on destination love in two dimensions: the cognitive image destination and the destination’s emotional image. The tourist's love for the destination also facilitates the relationship between destination image and value co-creation as a mediator. Another finding of the research is the positive effect of cognitive image destination on destination value co-creation. This finding shows that tourists who have complete and comprehensive information about the value-creation activities of the tourism industry actors in the destination are more willing to participate in the process of value co-creation with tourism actors. Another finding of the research is the positive effect of the destination’s emotional image on value co-creation in the destination. According to this finding, the existence of a proper emotional image of the destination creates a sense of support for tourists towards the destination. Tourists who consider themselves pro-destination have better interactions with tourism actors in value-creation activities. Based on the results of this study, it is suggested that the actors of the tourism industry try to change the mentality of tourists about the destination by creating appropriate interactions with tourists. In addition, focusing on creating emotional bonds between the tourist and the destination increases their loyalty to the destination and provides the necessary context for tourists to participate in the processes of value co-creation.
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