بررسی ارزش های ادراک شده و رفتار خرید گردشگران فرهنگی نسبت به سوغاتی صنایع دستی: مطالعه موردی: شهر اصفهان (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
حوزه های تخصصی:
شماره صفحات:
۱۹ - ۳۴
دریافت مقاله
آرشیو
چکیده
خرید سوغات از فعالیت های مورد توجه گردشگران می باشد، به ویژه در مقاصد گردشگری فرهنگی که محصولات صنایع دستی گزینه مورد علاقه گردشگران است، لذا درک ارزش و رفتار خرید صنایع دستی گردشگران فرهنگی بسیار مهم است. این مطالعه به بررسی ارزش های درک شده سوغاتی صنایع دستی توسط گردشگران فرهنگی، ارزیابی عوامل مؤثر بر رفتار خرید گردشگران فرهنگی با استفاده از سازه های تئوری رفتار برنامه ریزی شده، و نقش ارزش درک شده سوغاتی صنایع دستی در شکل دهی نگرش ها، هنجارهای ذهنی و کنترل رفتاری درک شده گردشگران فرهنگی در تمایل خرید سوغاتی صنایع دستی می پردازد. روش تحقیق توصیفی- تحلیلی است و به شیوه پیمایشی است. حجم نمونه پژوهش 360 نفر از گردشگران فرهنگی شهر اصفهان بوده اند که با استفاده از روش در دسترس انتخاب شدند. برای جمع آوری داده ها از پرسشنامه محقق ساخته استفاده شد. برای روایی متغیرهای پرسشنامه از روش محتوایی و برای سنجش پایایی پرسشنامه از آزمون آلفای کرونباخ استفاده شد که مقدار ضریب آلفا 0.86 محاسبه شد. برای آزمون فرضیه ها از نرم افزارهای SPSS و لیزرل استفاده شد. نتایج نشان می دهد سوغاتی صنایع دستی برای گردشگران فرهنگی دارای سه ارزش فرهنگی-هنری، کاربردی و نشانه ای است. همچنین نتایج حاکی از تأثیر مستقیم بین ارزش درک شده و سه سازه کلیدی اصالت، هنجار ذهنی محیط فروش و کنترل رفتاری درک شده، با تمایل خرید گردشگران فرهنگی است. این یافته ها برای کسب و کارهای صنایع دستی برای افزایش عملکرد تجاری شان و بهبود تجربه کلی گردشگران کاربردی خواهد بود.An Investigation of Cultural Tourists' Perceived values and Purchasing Behavior towards Handicraft Souvenirs: The Case Study of Isfahan City
Souvenir purchasing is a common activity among tourists, particularly in cultural destinations where handcrafted products hold special appeal. Therefore, it is essential to understand the cultural tourists’ handicraft purchase behavior. This study aims to examine the perceived value of handicraft souvenirs by cultural tourists, evaluate the factors affecting the purchase intentions of cultural tourists by applying the theory of planned behavior (TPB), and investigate the role of perceived value in shaping cultural tourists' attitudes, subjective norms, and perceived behavioral control in the context of handicraft purchasing. A descriptive-analytical approach with a survey methodology was employed. The research sample consisted of 360 cultural tourists visiting Isfahan city, selected using a convenience sampling method. Content validity was established through expert review, and Cronbach's alpha confirmed the instrument's reliability (α = 0.86). Data analysis involved SPSS software for factor analysis and LISREL structural equation modeling to test the hypothesized relationships. The findings indicate that cultural tourists perceive handicraft souvenirs to possess three values: cultural-artistic, utility, and sign-value. Additionally, the results reveal a direct effect of perceived value on the three key TPB constructs (authenticity, subjective norm, and perceived behavioral control), ultimately influencing cultural tourists' purchase intentions. These findings can be used by souvenir planners to enhance their business performance and improve the overall tourist experience.IntroductionSouvenirs purchasing is known as a significant aspect of tourists’ experiences and behaviors. Cultural tourism is a rapidly growing segment of the tourism industry. Souvenir purchasing, particularly handcrafted items, is a significant aspect of the cultural tourist experience. Therefore, it is important to identify factors influencing cultural tourists' souvenir purchasing intention. Also, perceived value plays a key role in shaping tourists' behavior. It significantly affects tourists' perceptions and responses to travel experiences, including souvenir purchases. Cultural tourists evaluate souvenirs based on their perceived value, which ultimately influences their purchasing decisions. This study aims to identify the perceived value of handicraft souvenirs by cultural tourists, examine the factors influencing the purchase intentions of cultural tourists by applying the theory of planned behavior (TPB), and investigate the relationship between perceived value and the TPB constructs in shaping cultural tourists' souvenir purchasing intentions in a cultural destination. Isfahan city, Iran, was selected as the study area due to its rich cultural heritage, numerous historical and cultural attractions, and renowned reputation for handicraft production. Moreover, it is a designated UNESCO Creative City of Crafts and Folk Arts. MethodologyThe present study is applied in terms of its objective and descriptive-analytical in terms of its nature. It was conducted using a quantitative survey methodology. The geographical setting of the research is Isfahan city, and the sample consisted of 360 cultural tourists who visited Isfahan city. Data was collected using a researcher-designed questionnaire. Data collected from respondents in Naqsh-e Jahan Square, Isfahan, using a simple random sampling method. Initially, based on a review of the research literature, the variables for the five constructs of perceived value of handicraft souvenirs, authenticity of handicraft souvenirs, subjective norms, perceived behavioral control, and purchase intention were identified. The questionnaire was developed accordingly. The questionnaire variables were measured using a five-point Likert scale ranging from strongly disagree (1) to strongly agree (5). Content validity was employed to assess the questionnaire's validity. For data analysis, SPSS and Lisrel 8.8 software were utilized. In the first stage, exploratory factor analysis (EFA) in SPSS was used to identify the factors of the "perceived value of handicraft souvenirs" construct. In the second stage, the conceptual model of the research was evaluated using the Lisrel structural equation modeling technique. Results and DiscussionThe findings based on the factor analysis model indicated that handicraft souvenirs hold three distinct values for cultural tourists: cultural-artistic value, utility-value, and sing-value. Cultural tourists purchase handicrafts due to their cultural, artistic, functional nature, and showing cultural status. To test the hypotheses, confirmatory factor analysis (CFA) was first conducted to evaluate the constructs and assess the validity and reliability of the measurement model. The factor analysis results confirmed a good fit for the measurement model. Subsequently, the structural model was used to evaluate the model fit and the significance of the relationships between the research variables. The findings indicate that the perceived value of handicraft souvenirs significantly influences the three main constructs affecting souvenir purchasing intentions: authenticity of handicrafts, subjective norm of the sales environment, and perceived behavioral control. This suggests that the perceived value of handicraft souvenirs significantly impacts cultural tourists' attitudes and subjective behaviors when making purchase decisions. Additionally, the variables of authenticity, subjective norm, and perceived behavioral control were found to have a positive and significant effect on cultural tourists' purchase intentions. The results revealed that perceived value has a positive and significant impact on the authenticity of handicraft souvenirs, and authenticity also influences cultural tourists' purchase intentions. Furthermore, the findings indicate a significant relationship between the perceived value of handicrafts and cultural tourists' purchase intentions through subjective norms of the sales environment. The research findings also suggest that a positive relationship exists between cultural tourists' perceived value of handicraft souvenirs and purchase intentions through perceived behavioral control. ConclusionThis study investigated the influence of perceived value of handicraft souvenirs on three constructs: authenticity of handicrafts, subjective norms of the sales environment, and perceived behavioral control, in relation to cultural tourists' purchase intentions in Isfahan, Iran. The results demonstrated that the perceived values of handicraft souvenirs significantly impact cultural tourists' purchase intentions. Additionally, perceived value was found to influence cultural tourists' preferred characteristics for purchasing handicrafts. Souvenir planners, producers, and retailers can enhance cultural tourists' purchase intentions by focusing on: preserving the authenticity of handicrafts, providing informative product information, enhancing the sales environment, improving Packaging, producing high-quality handicrafts. By implementing these strategies, souvenir businesses can effectively cater to the preferences of cultural tourists, increase their purchase intentions, and ultimately boost their sales and profitability. FundingThere is no funding support. Authors’ ContributionAuthors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of InterestAuthors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper.
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