نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترا
2 دانشگاه تبریز
چکیده
اهمیت تصویر گردشگری برای همگان چه محققین و چه متولیان در صنعت گردشگری روشن است، این اهمیت عمدتاً بدلیل تأثیر بر روی درک ذهنی گردشگران و رفتار منتج از آن (انتخاب مقصد) مورد توجه قرار گرفته است. از این رو پژوهش حاضر به بررسی عوامل مؤثر بر تصویر ذهنی گردشگران از شهر ارومیه و الگوی رفتاری منتج از آن پرداخته است. رویکرد پژوهش حاضر توصیفی-پیمایشی است. بدین منظور ابتدا مدل مفهومی پژوهش بر اساس مبانی نظری، پیشینه تحقیق و سوالات طراحی گردید و سپس با استفاده از روش پیمایشی از طریق پرسشنامه محقق ساخته به گردآوری اطلاعات درمورد تصویر ذهنی گردشگران قبل و بعد از سفر به شهر ارومیه بر اساس شاخص ها و متغیرهای مورد مطالعه و در انتها آزمون فرضیات گردید. جامعه آماری شامل کلیه گردشگران داخلی بوده که در شش ماهه اول سال 1393 به شهرارومیه سفرکرده اند. حجم نمونه براساس جدول مورگان به تعداد 350 نفرانتخاب گردید. تحلیل داده ها به کمک نرم افزار Spss صورت گرفت. نتایج حاصل از پژوهش بر اساس صورتبندی مدل مفهومی پژوهش و سوالات تحقیق نشان دهنده اینست که ارزش درک شده بر تصویر مقصد گردشگران تاثیر مستقیم داشته یعنی با توجه به میزان ضریب تبیین بدست آمده در مدل رگرسیونی می توان گفت که 43 درصد از تغییرات متغیر وابسته (تصویر مقصد) متاثر از تغییرات متغیرهای وارد شده در مدل یعنی کیفیت سفر و ارزش درک شده می باشد .
همچنین نتایج حاصل از آزمون فرضیه دوم موید این مطلب است که تصویر ذهنی قبل و بعد از سفر به شهر ارومیه بعنوان مقصد گردشگری در برخی از شاخصهای مورد مطالعه تفاوت معناداری را نشان می دهد،آزمون فرضیه سوم نیز حاکی از اینست که رابطه مستقیم و نسبتاً قوی(75/0) مابین دو متغیر تصویر استنباط شده از شهر ارومیه و تمایل گردشگران به سفر مجدد وجود دارد، بنحوی که آزمون رو اسپیرمن نشان می دهد که رابطه رضایت از سفر و تمایل به سفر مجدد در فاصله اطمینان 95 درصد معنا دار است و می توان گفت با بهبود تصویر ذهنی گردشگران تمایل گردشگران به سفر مجدد نیز افزایش پیدا می کند. بنابراین طراحی راهبردهای مؤثر برای ایجاد یک تصویر قوی و مثبت در ذهن گردشگر ضروری به نظر می رسد.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Analysis of effective factors in the formation of destination image of urban tourism - Case Study: City of Urmia
چکیده [English]
The tourism destination image (TDI) is considered an effective element in destination selection and tourist behavior . The importance of tourism destination image is clear for all practitioners in the tourism industry and researchers. This importance mainly lies in tourists’ mental image of a destination image and the resultant behavior that lead to choosing a favorable destination. The importance of the tourist destination image is universally acknowledged since it affects the individual’s subjective perception and consequent behavior and destination choice. Thus, this study investigated effective elements in the formation of these mental images. First a model was developed based on theories and literature review and then data of tourists’ mental images of Urmia city in Iran was collected by survey method in the form of a questionnaire. Then, the hypothesis was tested. The study population consisted of all domestic tourists who travelled to Urmia between March and August, 2014 (a period of six months) .
Objectives
This research attempted to identify the relationship between tourists’ mental images, their decisions and behavior and the importance of destination image. Destination image is investigated as an effective element in tourism behavior and market. Thus, the inferred vision of tourists of Urmia and effective elements in creating and changing this image was first studied. Then, proposals for creating and improving the positive and extraordinary images of tourism was put forward. Western Azerbaijan province is the only province in Iran which has common boundaries with three countries and thus has an eastern and western corridor into and out of Iran. This fact could lead to an increase of tourism in the area. Urmia, like other cities in the province has an ancient civilization, rich historical places and various cultural and natural attractions which means it has great potentials for tourism.
Finding and Results
Data for this research was obtained by library studies and literature reviews which led to the design of the questionnaires. Questionnaires included 29 questions (4 question for travel satisfaction, 7 question for perceived value, 7 question for Trip quality, and 11 variable question for field variables and other issues for tourism travel).
In this research, in order to analyze data and mental images of Urmia, travelers were questioned regarding attractions, availability, safety, services, hosting indexes before and after their travels.
Results indicate that the perceived value has a direct effect on tourist destination image and is due to the coefficient of determination in the regression model. It can be said that 43 percent of the dependent variable (the destination image) can be obtained by changing the variables in the model's quality and perceived travel value.
The results of the second hypothesis confirmed that image before and after traveling to the city of Urmia as a tourist destination is different in some indicators. A third hypothesis suggested the relatively strong correlation (75/0) between the two variables of perceived image of the city of Urmia and tourists willing to travel there again. Moreover, the Spearman test showed that relationship satisfaction and willingness to travel were 95 percent significant. It can therefore be concluded that by improving the image of tourists will also increase the willingness of tourists to travel again.
کلیدواژه‌ها [English]
- Destination Image
- perceived value
- Trip quality
- Urmia
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