نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت ورزشی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران
2 دانشجوی دکتری مدیریت ورزشی، دانشگاه تربیت مدرس، تهران، ایران
چکیده
با توجه به اهمیت درک انگیزه‌های متنوع گردشگران ورزشی، این مطالعه باهدف بررسی نقش تعدیلگری جنسیت در ارتباط بین انگیزه‌ها و مشارکت پایدار گردشگران در فعالیت‌های ورزشی ماجراجویانه انجام شد. روش پژوهش توصیفی – همبستگی بوده و با رویکرد معادلات ساختاری انجام‌گرفته است. با استفاده از نرم‌افزار حجم نمونه مبتنی بر توان آماری 0/80 در سطح آلفای 0/01، جامعه‌ی آماری این پژوهش، 325 نفر از گردشگران ورزشی شهر رامسر بودند که با روش نمونه‌گیری تصادفی ساده انتخاب شدند. در پژوهش حاضر به جهت ارزیابی هریک از متغیرهای پژوهش (انگیزه و مشارکت پایدار) از پرسشنامه برگرفته از رساله بکمن (2013) که روایی صوری و محتوایی آن پس از ترجمه سه مرحله‌ای به تأیید 6 تن صاحب‌نظران بازاریابی و گردشگری ورزشی رسید، استفاده شد. علاوه براین از شاخص‌های پایایی ترکیبی، آلفای کرونباخ، معیار فورنل و لارکر و میانگین واریانس استخراج‌شده به ترتیب به‌منظور ارزیابی پایایی گویه‌های پرسشنامه، ارزیابی همسانی درونی سؤالات، ارزیابی روایی واگرا و همگرا برای هر یک از عامل‌ها استفاده شد. بر اساس یافته‌ها از میان ابعاد در نظر گرفته‌شده در تبیین انگیزه‌های گردشگران ورزشی بر مشارکت پایدار آنان باملاحظه نقش تعدیلگری جنسیت، تنها فرضیه‌ی اثرگذاری مؤلفه‌ی طبیعت‌گردی بر خود بیانگری گردشگران به‌طور مشترک در هر دو گروه زنان و مردان به تأیید نرسید. لذا به بازاریابان و مسؤولین مراکز تفریحی - ورزشی پیشنهاد می‌شود به‌منظور جذب گردشگران ورزشی بیشتر، در خدمات ارائه‌شده‌ی خود تفکیک‌پذیری انگیزه‌های گردشگران زن و مرد را مدنظر قرار دهند.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Examining the moderator role of gender in the relationships between motivations and enduring involvement of tourists in adventure sports activities
نویسندگان [English]
- Marjan Saffari 1
- Erfan Moradi 2
1 Assistant Professor, Department of Sports Management, Faculty of Humanities, Tarbiat Modares University, Tehran,
2 PhD Student in Sports Management, Tarbiat Modares University, Tehran, Iran
چکیده [English]
Due to the importance of understanding the diverse motivations of sports tourists, this study aimed to investigate the moderator role of gender in the relationships between motivations and enduring involvement of tourists in adventure sports activities. The research method was descriptive - correlational and has been done by structural equation modeling approach. Using sample size software based on the statistical power of 0.80, and the alpha level of 0.01, the population of this study, 325 sports tourists in Ramsar city was selected by simple random sampling method. In the present study to evaluate each of the variables (motivations and enduring involvement) by questionnaire from Beckman's dissertation (2013) was used that its face and content validity was approved after a three-stage translation confirmed by 6 marketing and sports tourism experts. In addition, composite reliability indices, Cronbach's alpha, Fornel and Larker criteria and Average Variance Extracted (AVE) were used to assess the reliability of questionnaires, internal consistency of questions, divergent and convergent validity for each of the factors respectively. Based on findings from among the dimensions considered in explaining the motivations of sports tourists on their enduring involvement, with the moderator role of gender, the only hypothesis of the effect of nature factor on tourists' self-expression was not approved in both groups (male and female). Therefore, to marketers and officials of sports and recreational centers, it is recommended in order to attract more sports tourists, in their services, consider the diversity of motivations for male and female tourists.
کلیدواژه‌ها [English]
- Motivations
- Enduring involvement
- Gender
- Adventure activities
- Sports tourists
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