تعداد نشریات | 41 |
تعداد شمارهها | 1,112 |
تعداد مقالات | 9,508 |
تعداد مشاهده مقاله | 17,141,774 |
تعداد دریافت فایل اصل مقاله | 12,007,538 |
عوامل موثر بر دلبستگی مکانی گردشگران و تبلیغات شفاهی مقصد در بازدید از رویداد ورزشی (مطالعه موردی: رویداد سوارکاری شهر گنبدکاووس) | ||
مدیریت ارتباطات در رسانه های ورزشی | ||
مقاله 7، دوره 9، شماره 1 - شماره پیاپی 33، آبان 1400، صفحه 87-102 اصل مقاله (609.88 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.30473/jsm.2020.55512.1465 | ||
نویسنده | ||
عبدالحمید زیتونلی* | ||
استادیار مدیریت ورزشی دانشگاه پیام نور | ||
چکیده | ||
هدف از این تحقیق تحلیل عوامل موثر بر دلبستگی مکانی گردشگران و تبلیغات شفاهی مقصد در بازدید از رویداد سوارکاری گنبد کاووس بود. این پژوهش از نوع توصیفی- همبستگی است. 324 نفر به عنوان نمونه آماری به صورت تصادفی ساده از بین گردشگران حاضر در رویداد ورزشی اسبدوانی گنبدکاووس در پاییز سال 1398 انتخاب شدند. در این پژوهش از پرسشنامه های استاندارد جین و همکاران(2012، 2015) قربان زاده و سعیدنیا (1398) لی و همکاران (2011، 2013) استفاده گردید که روایی آن ها توسط 10 نفر از خبرگان تایید شد. پایایی آن با استفاده از ضریب همبستگی آلفای کرونباخ و پایایی ترکیبی مورد سنجش و تایید قرارگرفت. تحلیل داده ها با روش معادلات ساختاری با استفاده از نرم افزار اسمارت پی ال اس انجام شده است. یافته ها نشان داد که متغیرهای کیفیت تجربه رویداد با ضریب تعیین 605/0، رضایت با ضریب تعیین 582/0، کیفیت خدمات با ضریب تعیین 515/0 به ترتیب بیشترین تأثیر را در دلبستگی گردشگران به مکان و متغیرهای کیفیت تجربه رویداد با ضریب تعیین 585/0، رضایت با ضریب تعیین 576/0، کیفیت خدمات با ضریب تعیین 497/0 به ترتیب می توانند بیشترین تأثیر را بر تبلیغات شفاهی گردشگران داشته باشند. نتایج نشان داد که رویدادهای ورزشی، دلبستگی مکانی و تبلیغات شفاهی گردشگران به مقصد را تقویت می کند. | ||
کلیدواژهها | ||
رویداد ورزشی؛ تجربه؛ دلبستگی؛ تبلیغات شفاهی؛ سوارکاری | ||
عنوان مقاله [English] | ||
Factors affecting the place attachment of tourists and verbal advertisements of the destination in visiting a sporting event (Case Study: Equestrian Event in Gonbad Kavous) | ||
چکیده [English] | ||
The purpose of this study was to analyze the factors affecting the place attachment of tourists and the oral advertisement of the destination in visiting the equestrian event of Gonbad Kavous. This research is of descriptive-correlation type. 324 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous Equestrian sporting event in the fall of 2019. In this study, the standard questionnaires of Jin et al. (2012, 2015) Ghorbanzadeh and Saeidnia (2019) Lee et al. (2011, 2013) were used and their validity was confirmed by 10 experts. Measure its reliability using Cronbach's alpha correlation coefficient and hybrid reliability. Data analysis was performed by structural equivalence method using Smart PLS software. The results showed that the variables of event experience quality with a coefficient of determination of ( ) 0.605, satisfaction with 0.582, quality of services with 0.515, respectively, had the greatest effect on tourists' place attachment and variables of quality of event experience with ( ) 0.585, Satisfaction 0.576, quality of services with a coefficient of determination of 0.494, respectively, can have the greatest impact on the oral advertising of tourists. The results showed that sporting events strengthen the place attachment and verbal advertising of tourists to the destination. | ||
کلیدواژهها [English] | ||
Sporting event, experience, attachment, verbal advertisements, equestrian | ||
مراجع | ||
Abbasi, A., Rostampour Shahidi, N., & Bazyar Hamzekhani, E. (2017). The formation of destination loyalty by destination experience, destination image and destination satisfaction. Journal of Business Administration Researches, 9(17), 175-196. (Persian(
Abedin, P., Irandoust, M., & Soltanpanah, H.(2020). The role of experience-based marketing strategics on ecotourists loyalty (Case study: Ecotourism in Kurdistan province). Consumer Behavior Studies Journal, 7(1), 1-21. (Persian(
Chen, H. B., Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360.
Eidi, H., Abbasi, H., & Almasi, S. (2019). Investigating the mediator role of attachment to place in relation between place satisfaction and behavioral intentions (Case study: Sports spectators of Volleyball Nations League). Communication Management in Sport Media, 6(3), 51-66. (Persian(
Esmaeili, M., Moein Fard, M., Shushinasab, P., & Bonasbordi, A. (2014). The relationship between service quality dimensions with loyalty in aquatic sport parks' sport tourists in Mashad. Scientific Journal Of Organizational Behavior Management in Sport Studies, 1(3), 101-112. (Persian(
Ghaffari, M., & Ramazani, K. (2019). A model for investigating the effect of online word-of-mouth communications on travel intention for tourism destination. Social Studies in Tourism, 13(7), 101-124. (Persian(
Ghahraman, A., Ezam Kary, F., & Effati, S. (2018). Sociological analysis of factors affecting the loyalty of tourists to tourism destinations. Two Journal of Social Tourism, 6(12), 145-172. (Persian(
Ghasemi, M., & Najarzadeh, M. (2015). Survey of influenceing factors on brand loyalty and its relations to oral advice to others (Case study: Incoming tourists of Isfahan). Urban Tourism, 2(2), 153-165. (Persian(
Ghorbanzadeh, D., & Saeednia, H. (2018). Factors influencing tourists' behavioral intentions in visit from water parks in the city of Mashhad. Tourism Management Studies, 13(44), 71-108. (Persian)
Gibson, H. J., Qi, C. X., & Zhang, J. J. (2008). Destination image and intent to visit China and the 2008 Beijing Olympic Games. Journal of Sport Management, 22(4), 427–450.
Hallak, R., Assaker, G., & El-Haddad, R. (2017). Re-examining the relationships among perceived quality, value, satisfaction, and destination loyalty: A higher-order structural model. Journal of Vacation Marketing, 24(2), 118-135.
Hooman, H. A. (2005). Structural equation modeling with Lisrel application. Tehran: Organization for the Study and Compilation of University Humanities Books (SAMT) (Persian)
Hoseiny, M., Kashef, M., Safarpour, A., & Pashaie, S. (2019). Designing the model of the effect of aesthetics and access to sport facilities on customer behavioral intentions through the mediating role of emotions (Case study: Swimming pools in Tabriz city). Journal of Sport Management, 11(4), 855-870. Persian(
Hsu, C., & Cai, L. A. (2009). Brand knowledge, trust and loyalty: A conceptual model of destination branding. Paper presented at the International CHRIE Conference, University of Massachusetts Amherst.
Jin, N. P., Lee, H., & Lee, S. (2012). Event quality, perceived value, destination image, and behavioral intention of sports events: The case of the IAAF world championship, Daegu, 2011. Asia Pacific Journal of Tourism Research, 18(8), 1-16.
Jin, N. P., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82-95.
Katsoni, V., & Vrondou, O. (2016). Marketing to occasional sporting event tourists: Profiles, travelling patterns, and information channels. Journal of Policy Research in Tourism, Leisure and Events, 9(2), 152-168.
Khezrnejad, P., & Heydari, R. (2017). Analysis of effective factors in the formation of destination image of urban tourism (Case study: City of Urmia). Motaleate Shahri, 6(21), 5-16. (Persian)
Khodaparast, S., Rezaei Soufi, M., & Kazemy, M. (2019). Relationship bet ween the word of mouth advertising and pepol’s desire to attend the volleyball clubs. Communication Management in Sport Media, 6(4), 29-40. (Persian)
Kiani Feizabadi, Z. (2019). The influential factors on destination loyalty with tourists satisfaction as the mediating factor (Case study: Kashan). Urban Tourism, 5(4), 105-120. (Persian(
Lee, J., Kyle, G., & Scott, D. (2011). The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination. Journal of Travel Research, 51(6), 754-767.
Lee, T. H., & Shen, Y. L. (2013). The influence of leisure involvement and place attachment on destination loyalty: Evidence from recreationists walking their dogs in urban parks, Journal of Environmental Psychology, 33, 76-85.
Loncaric, D., & Perisic Prodan, M., & Dlacic, J. (2017). Co-creating tourist experiences to enhance customer loyalty and travel satisfaction. Tourism in Southern and Eastern Europe, 4, 321-334.
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1-9.
Mohammadi, M., & Mirtaghian Rudsari, S. (2019). Investigating the factors affecting the loyalty of urban destination (Case study: Ramsar city). Urban Tourism, 6(1), 149-167. (Persian(
Moradi, E., Elahi, A., & Saffari, M. (2018). Study of determining the causal relationship between motivations and satisfaction of sports event tourists: Mediating role of involvement. Tourism Management Studies, 13(42), 125-159. (Persian(
Nadarajah, G., & Sri Ramalu, S. (2017). Effects of service quality, perceived value and trust on destination loyalty and intention to revisit malaysian festivals among international tourists. International Journal of Recent Advances in Multidisciplinary Research, 4(12), 1- 7.
Olaru, D., Purchase, S., & Peterson, N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing, 23(8), 554-565.
Ramseook Munhurrun, P., Seebaluck, V. N., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: Case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259.
Roche, S., Spake, D. F., & Joseph, M. (2013). A model of sporting event tourism as economic development. Sport, Business and Management: An International Journal, 3(2), 147-157.
Stylos, N., Bellou, V., Andronikidis, A., & Vassiliadis, C. A. (2017). Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists. Tourism Management, 60, 15-29.
Uusitalo, M. (2012). Customer experience management in telecom operator business: A customer service perspective (Master´s thesis). Helsinki Metropolia University of Applied Sciences.
Van der Zee, E., & and Go, F. M. (2014). Analysing beyond the environmental bubble dichotomy: How the 2010 world cup case helped to bridge the host-guest gap. Journal of Sport and Tourism, 18(3), 161-183.
Vegara Ferri, J. M., Saura, E. M., Lopez-Sanchez, G. F., Lopez-Gullon, J. M., & Sanchez, S. A. (2018). The touristic impact of a sporting event attending to the future intentions of the participants. Journal of Physical Education and Sport (JPES), 18(3), 1356–1362.
Wu, H.-C., Li, M.-Y., & Li, T. A (2018). study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention. Journal of Hospitality & Tourism Research, 42(1), 26-73.
Wu, Sh. I. (2015). Construction and comparison of relationship models of urban tourism development. International Journal of Marketing Studies, 7(4), 9-23.
Yasouri, M., Shakerinia, I., & Shafiee Masuleh, S. (2015). The relationships between satisfaction, attachment, and behavioral intentions among tourists (Case study: Bandar-e-Anzali tourists). Journal of Tourism Planning and Development, 4(13), 206-229.
Yüksel, A., Yüksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274-284.
Zhang, L., & Su, M. (2010) Effects of new product preannouncement on purchase intention. International Nankai Business Review, 2(1), 48-63.
Zeytoonli, A. (2020). Investigating the factors affecting the word-of-mouth advertising of sports tourists in tourism destination (Case study: Gonbad Kavous city). Urban Tourism, 7(1), 89-106. (Persian(
Zeytoonli, A., & Barzegar, S. (2019). Modeling the factors affecting brand value in the tourism destination of Gonbad-e-Kavos city with emphasis on sporting events. Urban Tourism, 6(3), 89-105. (Persian)
Zohrevandian, K., Khosrevizadeh, E., Honari, H., & Mahmoudi, A. (2019). Designing the model of football spectators’ behavioral intentions and service quality with an emphasis on aesthetic quality. Journal of Sport Management, 11(3), 429-444. (Persian) | ||
آمار تعداد مشاهده مقاله: 283 تعداد دریافت فایل اصل مقاله: 277 |