تحلیل تأثیر تصویر ذهنی و کیفیت زیرساخت ها بر رقابت پذیری مقاصد گردشگری(مورد مطالعه: شهر گرگان) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
برای دستیابی به بازاریابی موفق گردشگری و کسب جایگاه رقابتی ضروری است که برنامه ریزان گردشگری درک صحیح و روشنی از متغیرهای تاثیرگذار بر رقابت پذیری مقاصد گردشگری داشته باشند از این رو پژوهش حاضر با هدف تحلیل تاثیر تصویر ذهنی و کیفیت زیرساختها بر رقابت پذیری مقاصد گردشگری تدوین شده است. پژوهش حاضرازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. برای جمع آوری اطلاعات از ابزار پرسشنامه استفاده شده است. ابزار گرداوری داده ها پرسشنامه بود. جامعه آماری پژوهش را گردشگران ورودی به شهر گرگان تشکیل می داد. حجم نمونه با استفاده از فرمول کوکران 384 نفر برآورد گردید. در این پژوهش به منظور تجزیه و تحلیل داده های پژوهش از نرم افزارهای SPSS و pls استفاده شده است. یافته های حاصل از این پژوهش نشان داد که کیفیت زیرساخت های گردشگری بر رقابت پذیری مقاصد گردشگری و تصویر ذهنی از مقصد گردشگری تاثیر مثبت و معناداری دارد. همچنین یافته ها نشان داد که تصویر ذهنی از مقاصد گردشگری بر رقابت پذیری مقاصد گردشگری تاثیر مثبت و معناداری دارد. با توجه به مقدار ضریب مسیر بدست آمده میزان تاثیر کیفیت زیرساخت های گردشگری و تصویرذهنی از مقصد بر رقابت پذیری مقاصد گردشگری در حد متوسط ارزیابی شد. با توجه به یافته های پژوهش اینگونه می توان نتیجه گیری کرد که مقاصد گردشگری و در این میان شهر گرگان در راستای ارتقای سطح رقابت پذیری خود در میان دیگر مقاصد لازم است نسبت به توسعه و بهبود زیرساخت های گردشگری اقدامات لازم را انجام داده تا از این طریق ضمن ایجاد تصویر ذهنی مثبت در میان گردشگران ورودی به این شهر زمینه برای رقابت پذیری با دیگر مقاصد گردشگری نیز فراهم گردد.Analysis of the impact of mental image and infrastructure quality on the competitiveness of tourist destinations (case study: Gorgan city)
Introduction Green valleys and forest areas, Sarha springs, heights and peaks, waterfalls, caves, hunting grounds, and especially wildlife attractions are among the interesting features of the nature of Gorgan city. Some of which are important resorts. Shahrgorgan is small in terms of the cultural activities of Iran itself, this region is a center of diversity in terms of the cultural behaviors of the people, and in between, the cultural characteristics of Persians, Turkmen, Armenians, Kurds, Baloch, Arabs, Russians, etc. have a historical background. Compared to other regions, Gorgan city has a unique position, both in terms of geographical location and the possibility of proper access, which has given this city special features in terms of dignity and an important position in the tourism sector. Despite having the potential of this city, the city of Gorgan has not attracted as many tourists as it should. Therefore, it seems necessary to determine, identify and analyze the factors of competitiveness in this city and its actual and potential effects in this city. Therefore, this research aims to answer the question that the mental image of tourism destinations and tourism infrastructure is effective in the competitiveness of the tourist destination of Gorgan city? Methodology The present study is applied in terms of purpose and descriptive-analytical in terms of method. A questionnaire was used to collect information. The data collection tool was a questionnaire. The statistical population of the research consisted of tourists entering Gorgan city. Due to the lack of accurate statistics on the number of tourists entering Gorgan city, Cochran's formula was used for the unlimited population. The sample size was estimated to be 384 people using Cochran's formula. Random sampling was distributed among incoming tourists. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the combined reliability coefficient (cr). The results of the Cronbach's alpha and the combined reliability of the questionnaire are presented in the research findings section, it is a suitable confirmation of the reliability of the used questionnaire. In this research, SPSS and pls software were used to analyze the research data Results In relation to the impact of tourism infrastructure on the mental image of tourists, the value of the T statistic obtained is equal to 8.071, so that this value is greater than 1.96, and it can be concluded that tourism infrastructure has a significant impact on the mental image of the tourist destination of Gorgan city. Has it. Also, the obtained path coefficient is equal to (β=0.350), since the obtained path coefficient is positive, this effect is direct. Therefore, it can be said that tourism infrastructure has a positive and significant impact on the mental image of destinations. In relation to the impact of tourism infrastructure on the competitiveness of tourism destinations, the value of the T statistic obtained is equal to 8.040, so that this value is larger. It is from 1.96 and it can be concluded that tourism infrastructure has a significant impact on the competitiveness of the tourism destination. The obtained path coefficient is equal to (β=0.580), since the obtained path coefficient is positive, it can be said that tourism infrastructure has a positive and significant effect on the competitiveness of tourist destinations. In relation to the impact of the mental image of tourist destinations on the competitiveness of tourist destinations, the value of the T statistic obtained is equal to 7.582, so that this value is greater than 1.96, and it can be concluded that the mental image of tourist destinations has a significant impact on the competitiveness of tourist destinations. Has it. Also, the path coefficient obtained is equal to (β=0.559), so it can be said that the mental image of tourist destinations has a positive and significant effect on the competitiveness of tourist destinations. Discussion The findings of this research showed that the quality of tourism infrastructure has a positive and significant effect on the mental image of the destination and also on the competitiveness of the tourist destination of Gorgan city. The impact of the quality of tourism infrastructure on the competitiveness of Gorgan city according to the value of the obtained route coefficient (0.580) was more than the impact of tourism infrastructure on the mental image of the tourist destination. Tourism infrastructure includes services and facilities that provide the well-being and satisfaction of tourists, and proper access to these elements has a significant impact on attracting and sustaining and creating a competitive advantage. Also, from the obtained results, it can be argued that the tourism infrastructure and the quality of the infrastructure are the most important factors in the tourists' experience of the destination product after the environment of the destination. Among the other results obtained in this research is the positive effect of the mental image of the destination on the competitiveness of the tourist destination of Gorgan city, according to the value of the path coefficient obtained for this effect, which was equal to 0.559, the effect obtained is in the average level of evaluation. turns In explaining the obtained results, it can be stated that the better quality tourists feel from the tourism experience in different stages, including pre-trip planning, experience during the trip, experience in the region and reaction after the trip, they think that the tourist destination is Meanwhile, the city of Gorgan has a high competitiveness, and in the end they visit it again or actively recommend it to others. Conclusion According to the findings of the research, it can be concluded that tourism destinations, including the city of Gorgan, in order to improve its level of competitiveness among other destinations, it is necessary to take the necessary measures to develop and improve tourism infrastructure. In this way, while creating a positive mental image among the tourists entering this city, the ground for competitiveness with other tourist destinations is also provided.
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