مطالعه اثرات کیفیت فضای همگانی در وفاداری گردشگران با تعدیلگری نقش جنسیت (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
فضاهای همگانی به منزله مقاصد مهم گردشگری نقش بسزایی در توسعه پایدار گردشگری دارند. هدف اصلی تحقیق ارزیابی تأثیرات کیفیت های فضای همگانی در وفاداری گردشگران است. بافت های تاریخی قصبه و روستای ریاب در شهرستان گناباد با توجه به جاذبه های منحصر به فرد گردشگری آن ها به عنوان محدوده تحقیق انتخاب شدند. از پیمایش مقطعی برای انجام پژوهش استفاده شد. ابزار پژوهش پرسش نامه محقق ساخته بود. پایایی اولیه پرسش نامه ازطریق ضریب آلفای کرونباخ (96/0 = α) و روایی صوری توسط متخصصان تأیید شد. حجم نمونه با استفاده از نرم افزار جی پاور با توان 85درصد به دست آمد. برای تحلیل داده ها از تحلیل عامل اکتشافی و مدل سازی معادلات ساختاری حداقل مربعات جزئی بهره گیری شد. از میان مؤلفه های فضای همگانی شامل فرصت های تفریح و استراحت، دسترسی به امکانات، امنیت و نگهداری، و کیفیت اجتماعی، فقط امنیت و نگهداری در وفاداری گردشگران تأثیر مستقیم داشت (208/ 0= β و 02/0 = p-value). علاوه بر این، کیفیت های فضای همگانی به جز امنیت و نگهداری، با نقش میانجی رضایت در دل بستگی تأثیر داشتند (05/0 > p-value). دسترسی به امکانات (051/0= β) و کیفیت اجتماعی (069/0= β)، نیز با میانجی کلی رضایت و دل بستگی به صورت غیر مستقیم در وفاداری مؤثر بودند (05/0 > p-value). درمجموع فرصت های تفریح و استراحت (301/0= β) امنیت و نگهداری (294/0= β) و دسترسی به امکانات (214/0= β)، به ترتیب بیشترین تأثیر کل معنادار (05/0 > p-value) را در وفاداری داشتند. همچنین در تأثیر امنیت و نگهداری در وفاداری، جنسیت نقش تعدیلگر داشت. راهبردهای سامان دهی فضای همگانی مانند افزایش کاربری های تفریحی و توسعه فضاهای سبز و بوستان ها با استفاده از گیاهان بومی پیشنهاد شده است.A Study on the Effects of Public Space Quality on Tourists’ Loyalty with the Moderating Role of Gender
As important tourist destinations, public spaces play a significant role in the sustainable development of tourism. The main purpose of the research is to evaluate the effects of public space qualities on tourists’ loyalty. The historical contexts of Ghasabeh and Riab Village in Gonabad County were chosen as the research setting due to their unique tourist attractions. A cross-sectional survey and a questionnaire tool were used to conduct the research. The initial reliability and validity of the questionnaire were confirmed by Cronbach's alpha coefficient (α = 0.96) and experts, respectively. The sample size was obtained using GPower software with a power of 85%. Exploratory factor analysis and partial least squares structural equation modeling were conducted for data analysis. Among the components of public space, including opportunities for recreation and relaxation, access to facilities, security and maintenance, and social quality, only security and maintenance had a direct impact on tourists' loyalty (β = 0.208, p-value = 0.02). Access to facilities (β = 0.051) and social quality (β = 0.069) also indirectly affected loyalty with the full mediation of satisfaction and attachment (p-value < 0.05). In total, recreation and relaxation opportunities had the greatest significant overall effect on loyalty (β = 0.301), security and maintenance (β = 0.294), and access to facilities (β = 0.214) came after that in order. Besides, gender had a moderating role in the effect of security and maintenance on loyalty. Strategies have been proposed such as increasing recreational land uses and parks by using native plants. Keywords: Public Space Qualities, Destination Loyalty, Place Attachment, Destination Satisfaction, Perceived Environment 1. IntroductionToday, the tourism industry is known as a leading industry in the world, and its development has attracted the attention of many societies. Public spaces as tourist destinations can play an important role in the sustainable development of tourism. In line with the sustainable development of tourism, the satisfaction and attachment of tourists to the tourist destination is of great importance; Because satisfaction with the destination can lead to attachment, and tourists' attachment to the destination increases their loyalty. The loyalty of tourists to the destination can also lead to the continuity of tourism over time. The main research aim is to evaluate the impact of public space qualities on tourists' satisfaction, attachment, and loyalty both directly and indirectly. 2. Literature ReviewMost of the studies have examined the direct effect of public space characteristics as part of the destination image only on tourists' satisfaction, and limited studies have measured the direct effect of public spaces on tourists' attachment and satisfaction. Also, most of the previous studies have examined the effect of attachment on satisfaction, and fewer studies have oppositely measured this effect, in the form of the effect of satisfaction on attachment.In many researches, some qualities of public space include physical qualities such as security, weather, temperature, attractiveness, natural scenery and perspectives, cleanliness, ease of access, the existence of restaurants and residences, and social qualities such as The hospitality of the host people is considered as a subset of the destination image (Akroush et al., 2016; Chi & Qu, 2008; Rajesh, 2013). Loyalty is a committed behavior that refers to the lifelong behavior of tourists visiting the destination over time, not just as a point where today's visit may not necessarily be related to the previous visit (Jamaludin et al., 2012). Tourist satisfaction is based on the fit between his expectation of the destination and the result of evaluating the experience at the destination, which is the result of comparing his previous mental images of the destination and his experience at the destination (Lee & Xue, 2020). Attachment is defined as a set of positive beliefs and emotional ties of a person to a specific tourist destination (Japutra, 2020). 3. MethodologyConsidering the potential of attracting tourists in the historical context of Gonabad town and the historical village of Riab, these areas were considered as the study areas. To conduct the research, a cross-sectional survey method was used, and a paper and online questionnaire were used to collect data. The sample size of 113 respondents was obtained using GPower software with 85% power and 95% confidence. The convenience sampling method was used to select the respondents. Exploratory factor analysis and full structural equation modeling were conducted for data analysis using SPSS and SmartPLS software. Principal component Analysis with Varimax rotation was conducted to obtain the components of public space physical qualities. Also, a common method bias test was performed to check the error of the same method, using principal components analysis on all items of independent and dependent variables. To evaluate the structural model, the colinearity criteria of the exogenous variables, the coefficient of determination of the model, the effect size of the variables, the predictive power of the model, and the direct relationships between the variables were investigated. To investigate the moderating role of gender, a multi-group analysis method was used. 4. ResultsThe number of three components with an eigenvalue above one was obtained according to the Kaiser criterion in the data. Together, the components explained 68.68% of the variance, which is higher than 60% and desirable (Hair et al., 2019b). Component 1 represents the opportunities of the environment for recreation and relaxation, component 2 represents access to facilities, and component 3 represents security and maintenance.Among the components of public space including opportunities for recreation and relaxation, access to facilities, security and maintenance, and social quality, only security and maintenance had a direct effect on the loyalty of tourists, and only this component had not a direct impact on tourists satisfaction from the destination. Additionally, the qualities of public space, except for security and maintenance, affected attachment with the mediating role of satisfaction. They also indirectly affected loyalty with the full mediation of satisfaction and attachment. Furthermore, satisfaction affected loyalty only through attachment.The hypotheses of the effect of recreation and relaxation opportunities on satisfaction and attachment, the effect of access to facilities on satisfaction, the effect of social quality on satisfaction, the effect of satisfaction on attachment, and the effect of attachment on loyalty at the 99% confidence level in the statistical population of the study were significant and confirmed (p -value<0.01). The hypothesis of the effect of security and maintenance on loyalty to the destination was confirmed at the 95% confidence level (p-value<0.05). Other hypotheses were not significant in the statistical population and were rejected (p-value≥0.05).Considering that the present research model has several mediators, therefore, the total indirect effect of the variables on loyalty is also important. The total indirect effect for recreation and relaxation opportunities with a path coefficient of 0.178 (T-statistic = 2.789), access to facilities with a path coefficient of 0.178 (T-statistic = 2.900) and satisfaction with a path coefficient of 0.176 (T-statistic = 0.176) 2/738) on loyalty were significant at 99% confidence level. Also, the total indirect effect for security and maintenance (T-statistic = 1.463) and social quality (T-statistic = 1.478) on loyalty was not significant at the 95% confidence level. In addition, according to the sum of direct and indirect effects, among the qualities of public space, opportunities for recreation and relaxation have the greatest total effect on loyalty to the destination (statistic T = 3.756), followed by security and maintenance (T = 3.900) and access to facilities (T = 2.269). The overall effect of social quality on loyalty (T statistic = 1.453) was not significant. Besides, gender had a moderating role in the effect of security and maintenance on loyalty. 5. ConclusionIn this research, the direct effect of the qualities of public spaces on the satisfaction, attachment, and loyalty of tourists to the destination, within the historical context of the town of Gonabad and the tourist village of Riab, was partially confirmed by using structural equation modeling.According to the results of the research, strategies for improving the quality of public spaces are suggested: using paving stones or materials appropriate to the texture of the area and resistant to seasonal frosts, increasing benches and seating places with forms and materials appropriate to the texture of the area; Increasing recreational uses such as clubs, playgrounds, and cafes while meeting the needs of different age groups; Per capita increase of green spaces and gardens by using native plants of the region such as pine, cypress, acacia and sparrow trees and short plants such as amaranthus, boxwood, Akhtar and marigold, especially in Riab village; Increasing restaurants and traditional cafes according to context; Widening the sidewalk of Nasser Khosro street (the border between Ghasabeh park and Jame Mosque in the Ghasabeh area) and increasing the night markets and, souvenir and handicraft markets to increase the social interaction of the host community and tourists.Investigating the direct and indirect impact of public space simultaneously on the satisfaction, attachment, and loyalty of tourists by using the full structural equation modeling method is one of the advantages of this research. Among the limitations of the research, it was cross-sectional and lack of access to sufficient statistical information, which made random sampling impossible. For future research, it is suggested that in addition to examining the perceived qualities of public space, these factors should also be examined objectively using GIS.
تبلیغات
