بررسی تأثیر پادکست مقصد بر قصد سفر گردشگران با نقش تعدیلگر اعتماد به پادکست‌های ساخته‌شده با هوش مصنوعی: رویکرد آزمایشی

نوع مقاله : مقاله پژوهشی مستقل

نویسندگان

1 گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران

2 گروه مدیریت، واحد نجف‌آباد، دانشگاه آزاد اسلامی، نجف‌آباد، ایران

چکیده

زمینه و هدف: هدف اصلی این پژوهش، بررسی تأثیر پادکست مقصد بر قصد سفر گردشگران با نقش متغیر میانجی تصویر کلی ادراک شده از مقصد و نقش متغیر تعدیل‌گر اعتماد به پادکست‌های ساخته‌شده با هوش مصنوعی است.
روش­ شناسی: این پژوهش از نظر هدف، کاربردی و از نظر ماهیت، کمی، آزمایشی و با طرح پیش‌آزمون–پس‌آزمون تک‌گروهی انجام شد. جامعۀ آماری شامل ۸۰۷ هزار دنبال‌کنندۀ صفحه «ایران تراول» در شبکه‌های اجتماعی بود و براساس جدول مورگان و کرجسی حجم نمونه ۳۸۴ نفر تعیین شد، اما برای افزایش دقت و اطمینان، ۴۰۰ پرسش­نامه توزیع و نمونه‌گیری به­صورت متناسب انجام گردید. پادکست آزمایشی با استفاده از اپلیکیشن ویرا و مدل‌های تولید گفتار مبتنی بر هوش ‌مصنوعی طراحی شد تا تجربۀ شنیداری طبیعی، جذاب و قابل اعتماد از مقصد گردشگری اصفهان ایجاد کند. داده‌ها با پرسش‌نامۀ آن­لاین گردآوری شد، روایی آن توسط خبرگان تأیید و پایایی متغیرها با آلفای کرونباخ بالاتر از ۰٫۷ تأیید گردید؛ تحلیل‌ها با SPSS نسخۀ ۲۷ انجام شد.
یافته ­ها: یافته‌ها نشان می‌دهد که پادکست‌های مقصد به‌طور معناداری تصویر شناختی، عاطفی و کلی مقصد را بهبود می‌بخشند و قصد سفر گردشگران را تقویت می‌کنند. تصویر شناختی با تأثیر مثبت بر تصویر عاطفی، در شکل‌گیری تصویر کلی مقصد نقش دارد و تصویر کلی ادراک‌شده نیز مستقیماً قصد سفر را افزایش می‌دهد. بااین­حال، اعتماد به پادکست نقش تعدیل‌کنندۀ معناداری در این رابطه نشان نداد. به‌طورکلی، پادکست‌های مقصد ابزاری مؤثر در شکل‌دهی تصویر ذهنی و تقویت قصد سفر گردشگران هستند.
نتیجه ­گیری و پیشنهادات: براساس یافته‌ها، پادکست‌های مبتنی بر هوش‌ مصنوعی می‌توانند ابزار مؤثری در بازاریابی مقاصد گردشگری باشند. پیشنهاد می‌شود فعالان گردشگری با طراحی محتوای صوتی شخصی‌سازی‌شده و افزایش عناصر اعتماد، از این فناوری برای ارتقاء تصویر مقصد و ترغیب سفر استفاده کنند.
نوآوری و اصالت: نوآوری پژوهش در افزودن متغیر اعتماد به پادکست به مدل‌های رفتاری گردشگران و استفاده از پادکست‌های تولیدشده با هوش‌ مصنوعی به‌عنوان ابزار تجربی بازاریابی گردشگری است؛ موضوعی نو که پیش‌تر به‌صورت تجربی بررسی نشده است.

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