مدل‌سازی روابط بین انگیزه‌های سفر، رضایت و وفاداری در گردشگری مذهبی (مورد مطالعه: استان قم)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گردشگری، دانشکده گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.

2 استاد گردشگری، دانشکدۀ گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.

چکیده

زمینه و هدف: این تحقیق با رویکرد توصیفی-پیمایشی، به بررسی نقش گردشگری مذهبی در استان قم به­عنوان پایتخت مذهبی ایران می‌پردازد. هدف اصلی این مطالعه، ارزیابی تأثیر انگیزه‌های معنوی و فرهنگی بر جذب زائران و همچنین تحلیل عوامل مؤثر بر رضایت و وفاداری آن­هاست.
روش‌شناسی: داده‌ها از طریق پرسش­نامه از 70 زائر جمع‌آوری شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزار اسمارت پی ال اس انجام گرفته است.
یافته‌ها: نتایج نشان می‌دهد که تمامی ارتباط‌های مستقیم در مدل معنادار بوده‌اند. بالاترین ضریب مسیر مربوط به رضایت سفر است، درحالی­که تأثیر وفاداری سفر بر متغیر اصلی مدل کمتر بوده است. انگیزه‌های معنوی و فرهنگی نقش مهمی در جذب زائران دارند. کیفیت خدمات ارائه­شده نیز تأثیر قابل توجهی بر میزان رضایت زائران داشته است.
نتیجه‌گیری: این مطالعه تأکید می‌کند که ارتقاء کیفیت خدمات و ارائۀ تجربیات ارزشمند می‌تواند به افزایش وفاداری زائران و رونق گردشگری مذهبی کمک کند. رابطۀ معناداری بین انگیزه‌های سفر و رضایت زائران وجود دارد، همچنین رضایت زائران تأثیر مثبتی بر وفاداری آن­ها دارد. پیشنهادات شامل انجام ارزیابی‌های جامع از انگیزه‌ها، رضایت و وفاداری زائران به منظور بهبود تجربه‌های سفر است؛ ارزیابی عوامل تأثیرگذار مانند کیفیت مکان‌های مذهبی، زیرساخت‌های گردشگری و عناصر اجتماعی-فرهنگی و انجام تحقیقات طولی برای بررسی تغییرات در انگیزه‌ها در طول زمان می‌باشد.
اصالت و نوآوری: این تحقیق با تمرکز بر استان قم به­عنوان پایتخت مذهبی ایران، نوآوری خود را در بررسی جامع انگیزه‌های معنوی و فرهنگی در جذب زائران و تحلیل عوامل مؤثر بر رضایت و وفاداری آن­ها نشان می‌دهد.

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