تبیین نقش محتوای دیجیتال در شکل‌گیری نیات رفتاری گردشگران بالقوه با میانجی‌گری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد، مدیریت جهانگردی، گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران.

2 استادیار گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران.

چکیده

زمینه و هدف: پژوهش حاضر با هدف بررسی نقش محتوای دیجیتال در شکل ­گیری نیات رفتاری گردشگران بالقوه با میانجی ­گری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی انجام شد.
روش ­شناسی: گردآوری داده­ ها با استفاده از پرسش­نامۀ استاندارد انجام گرفت. روایی پرسش­نامه به ­صورت روایی واگرا و همگرا و پایایی نیز از طریق ضریب بارهای عاملی، پایایی ترکیبی و آلفای کرونباخ بررسی شد. تحلیل داده ­ها با استفاده از تکنیک مدل‌سازی معادلات ساختاری انجام گرفت. نمونه ­گیری به روش هدفمند و برابر با 223 نفر انجام شد.
یافته ­ها: بازاریابی محتوایی دیجیتال تأثیر مثبت و مستقیمی بر نیات رفتاری گردشگران بالقوه دارد. همچنین تصویرسازی ذهنی و غرقگی به‌عنوان متغیرهای میانجی، نقش مهمی در ارتباط بین بازاریابی محتوایی دیجیتال و نیات رفتاری گردشگران بالقوه ایفا می‌کنند. در این میان، تصویرسازی ذهنی به‌صورت غیرمستقیم و از طریق تقویت تجربۀ غرقگی نیز بر نیات رفتاری گردشگران بالقوه مؤثر است.
نتیجه ­گیری و پیشنهادات: تولید محتوای دیجیتال تخصصی و هدفمند برای جاذبه‌های زمین‌شناختی در مقصدهای ژئوتوریستی می‌تواند به عاملی تعیین‌کننده در فرآیند تصمیم‌گیری و انتخاب مقصد تبدیل شود؛ لذا به‌کارگیری استراتژی‌های خلاقانه در تولید محتوای دیجیتال و تقویت تصویرسازی ذهنی و غرقگی، می­ تواند به‌طور مؤثری بر نیات رفتاری گردشگران بالقوه تأثیر گذاشته و آن­ها را به بازدید از مقصدهای ژئوتوریستی ترغیب نمایند.
نوآوری و اصالت: این پژوهش با بررسی تأثیر بازاریابی محتوایی دیجیتال بر نیات رفتاری گردشگران بالقوه و نقش میانجی­گری تصویرسازی ذهنی و غرقگی در مقصدهای ژئوتوریستی، شکاف پژوهشی موجود را پر کرده و بینش‌های جدیدی برای توسعۀ این حوزه ارائه می‌دهد.

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