شناسایی عوامل موثر بر انتخاب مقصد گردشگری شهری درمناطق ساحلی (مطالعه موردی: شهر آستارا)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه جغرافیا و برنامه ریزی شهری، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان،

2 دانشجو دکتری جغرافیا و برنامه ریزی شهری ، دانشگاه تبریز پردیس بین الملل ارس ایران

3 دانشجوی دکتری گروه جغرافیا و برنامه ریزی شهری،دانشکده علوم انسانی،دانشگاه آزاد اسلامی،واحد علوم تحقیقات تهران.ایران

10.22080/tmhr.2023.26089.1001

چکیده

زمینه و هدف: پژوهش حاضر با هدف شناسایی و سنجش عوامل موثر بر انتخاب مقصد گردشگری شهری در مناطق ساحلی تدوین شده است.. این پژوهش از نظر هدف کاربردی و از نظر گردآوری داده‌ها، پیمایشی و از نوع همبستگی است. جامعه آماری گردشگرانی است که در مرداد 1397 در مکان‌های گردشگری شهر آستارا در استان گیلان در دسترس بودند.
روش‌شناسی: روایی و پایایی پرسشنامه‌ها بررسی گشت و به منظور تحلیل داده‌ها از SPSS و آزمون‌های آمار ناپارامتری استفاده شد.
یافته‌ها: با توجه به یافته های تحقیق، تاثیر تداعی برند بر انتخاب مقصد گردشگری، ضرایب مسیر 89/0 به دست آمد که اثر مثبت میان این عوامل را بیان می‌کند. با توجه آماره T (19) در سطح 95 درصد معنادار است و این نکته بیانگر آن است که کیفیت ادراک شده به میزان 76/0 انتخاب مقصد گردشگری را تبیین می‌کند. رابطه خطی بین مولفه‌ها معنادار است (000/0 p≤ ) تحلیل معادله رگرسیون نیز نشان می‌دهد که از بین عوامل موثر بر انتخاب در مقصد گردشگری به ترتیب کیفیت درک شده برند مقصد (0518/0 = p ، 01/4 = β) و تداعی برند مقصد (0356/0 = p ، 06/2 = β) بیشترین تاثیر را در مقصد گردشگری دارند.
نتیجه‌گیری و پیشنهادات: نتایج نشان داد که بین عوامل موثر در مقصد گردشگری ارتباط معناداری وجود دارد. کیفیت ادراک شده عامل اصلی در انتخاب مقصد گردشگری است و تاثیر قابل توجهی بر سایر ابعاد ویژه برند دارد. شاخص کیفیت درک شده در مقصد گردشگری به طور مستقیم انتخاب مقصد گردشگری را تحت تاثیر قرار می‌دهد.

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