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نقش کیفیت خدمات و تبلیغات شفاهی بر حضور مجدد گردشگران با تأکید بر نقش میانجی تصویر مکان (مطالعه موردی پیست اسکی بین المللی پولادکف)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه جهرم، فارس، ایران

2 استادیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه شهیدمدنی آذربایجان، تبریز، ایران.

3 کارشناس ارشد مدیریت ورزشی، دانشگاه جهرم، فارس، ایران

چکیده

هدف از انجام این تحقیق، بررسی نقش کیفیت خدمات و تبلیغات شفاهی بر حضور مجدد گردشگران با تأکید بر نقش میانجی تصویر مکان در پیست اسکی پولادکف سپیدان در استان فارس بود. روش تحقیق مطالعه حاضر، از نوع توصیفی-همبستگی بود که به صورت پیمایشی انجام شد. جامعه آماری را کلیه گردشگران در فصل زمستان سال97 تشکیل می‌دادند که 384 پرسش‌نامه به روش تصادفی بین نمونه‌ها توزیع شد که 330 پرسشنامه قابل تحلیل بود. برای جمع‌آوری داده‌ها از چهار پرسشنامه‌ی کیفیت خدمات ورزشی(لیو، ۲۰۰۸)، تبلیغات شفاهی(گویت و همکاران، 2010)، تصویر مکان(دیویس و دیگران، 2009) و قصد حضور (لیم، 2006)، استفاده شد. روایی صوری و محتوایی پرسشنامه‌ها توسط 10 نفر از اساتید مدیریت ورزشی و پایایی پرسشنامه‌ها نیز از طریق ضریب آلفای کرونباخ مورد بررسی و تأیید قرار گرفت. برازش و آزمون فرضیه‌ها با استفاده از الگوهای ساختاری، از روش حداقل مربعات جزئی و با بهره‌گیری از نرم افزارPLS انجام شد. نتایج نشان داد که کیفیت خدمات و تبلیغات شفاهی تاثیر مستقیم و معناداری بر قصد حضور مجدد گردشگران دارد. همچنین نقش میانجی تصویر مکان بر رابطه بین کیفیت خدمات و قصد حضور مجدد و همچنین رابطه بین تبلیغات شفاهی و قصد حضور مجدد مورد تایید قرار گرفت. بررسی برازش مدل نیز نشان داد که مدل ارائه شده پژوهش از برازش متوسطی برخوردار می‌باشد. با توجه به یافته‌های تحقیق پیشنهاد می شود که با ایجاد یک کمیته تخصصی راهکارهای مربوط برای افزایش کیفیت خدمات و تبلیغات شفاهی و بواسطه آنها ارتقاء تصویر مکان برای افزایش قصد حضور گردشگران طراحی و اجرا شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Role of Service Quality and Word-of-Mouth Advertisment in Return Intention of Tourists with the Mediating Role of the Destination Image (Case Study of Poladkaf International Ski Resort)

نویسندگان [English]

  • hamid reza safari 1
  • mahdi bashiri 2
  • sosan khodaeiyan 3

1 Assistant Professor of Sport Management; Department of Physical Education & Sport Science; Jahrom University; Fars, Iran

2 Assistant Professor of Sport Management; Department of Physical Education & Sport Science; Azarbaijan Shahid Madani University, Tabriz, Iran

3 Master of sport management, Jahrom university, Fars, Iran

چکیده [English]

The purpose of this study was to investigate the role of service quality and word-of-mouth on the return intention on the mediating role of destination image in Pooladkaf ski resort in Fars province. The research method of this study was descriptive-correlational.The statistical population consisted of all tourists in the winter of 2018 in Pooladksf ski resort. Due to the uncertainty of the number of the statistical population, 384 questionnaires were distributed by available method and 330 questionnaires could be analyzed. Four questionnaires of sport Service Quality(Liu, 2008), Word-of-Mouth(Goythe et al, 2010), Destination Image(Davis et al., 2009) and Return Intention(Lim, 2006) were used to collect data. The face and content validity of the questionnaires were confirmed by 10 sport management professors and the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient. PLS software was used for fitting and testing the hypotheses using Structural Model. The results showed that the service quality and word-of-mouth advertising had a direct and significant effect on the intention of tourists to re-attend. The mediating role of destination imagery on the relationship between service quality and return intention as well as the relationship between word-of-mouth advertising and return intention was confirmed. Model fit analysis also showed that the proposed model had a moderate fit. Based on the findings of the study, it is suggested that by creating a specialized committee, strategies should be designed and implemented to increase the services quality and positive word-of-mouth and thereby enhance the destination image to increase tourists' return intention.

کلیدواژه‌ها [English]

  • sport Service Quality
  • Word-of-Mouth
  • Destination Image
  • Return Intention
  • Winter Sport Tourism
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مطالعات مدیریت ورزشی
دوره 13، شماره 67
مرداد و شهریور 1400
صفحه 35-62
فایل ها
سابقه مقاله
  • تاریخ دریافت: 18 آبان 1398
  • تاریخ بازنگری: 16 بهمن 1398
  • تاریخ پذیرش: 21 بهمن 1398
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