با همکاری مشترک دانشگاه پیام نور و انجمن علمی مدیریت ورزشی ایران

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار مدیریت ورزشی دانشگاه پیام نور

چکیده

هدف از این تحقیق تحلیل عوامل موثر بر دلبستگی مکانی گردشگران و تبلیغات شفاهی مقصد در بازدید از رویداد سوارکاری گنبد کاووس بود. این پژوهش از نوع توصیفی- همبستگی است. 324 نفر به عنوان نمونه آماری به صورت تصادفی ساده از بین گردشگران حاضر در رویداد ورزشی اسبدوانی گنبدکاووس در پاییز سال 1398 انتخاب شدند. در این پژوهش از پرسشنامه های استاندارد جین و همکاران(2012، 2015) قربان زاده و سعیدنیا (1398) لی و همکاران (2011، 2013) استفاده گردید که روایی آن ها توسط 10 نفر از خبرگان تایید شد. پایایی آن با استفاده از ضریب همبستگی آلفای کرونباخ و پایایی ترکیبی مورد سنجش و تایید قرارگرفت. تحلیل داده ها با روش معادلات ساختاری با استفاده از نرم افزار اسمارت پی ال اس انجام شده است. یافته ها نشان داد که متغیرهای کیفیت تجربه رویداد با ضریب تعیین 605/0، رضایت با ضریب تعیین 582/0، کیفیت خدمات با ضریب تعیین 515/0 به ترتیب بیشترین تأثیر را در دلبستگی گردشگران به مکان و متغیرهای کیفیت تجربه رویداد با ضریب تعیین 585/0، رضایت با ضریب تعیین 576/0، کیفیت خدمات با ضریب تعیین 497/0 به ترتیب می توانند بیشترین تأثیر را بر تبلیغات شفاهی گردشگران داشته باشند. نتایج نشان داد که رویدادهای ورزشی، دلبستگی مکانی و تبلیغات شفاهی گردشگران به مقصد را تقویت می کند.

کلیدواژه‌ها

عنوان مقاله [English]

Factors affecting the place attachment of tourists and verbal advertisements of the destination in visiting a sporting event (Case Study: Equestrian Event in Gonbad Kavous)

چکیده [English]

The purpose of this study was to analyze the factors affecting the place attachment of tourists and the oral advertisement of the destination in visiting the equestrian event of Gonbad Kavous. This research is of descriptive-correlation type. 324 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous Equestrian sporting event in the fall of 2019. In this study, the standard questionnaires of Jin et al. (2012, 2015) Ghorbanzadeh and Saeidnia (2019) Lee et al. (2011, 2013) were used and their validity was confirmed by 10 experts. Measure its reliability using Cronbach's alpha correlation coefficient and hybrid reliability. Data analysis was performed by structural equivalence method using Smart PLS software. The results showed that the variables of event experience quality with a coefficient of determination of ( ) 0.605, satisfaction with 0.582, quality of services with 0.515, respectively, had the greatest effect on tourists' place attachment and variables of quality of event experience with ( ) 0.585, Satisfaction 0.576, quality of services with a coefficient of determination of 0.494, respectively, can have the greatest impact on the oral advertising of tourists. The results showed that sporting events strengthen the place attachment and verbal advertising of tourists to the destination.

کلیدواژه‌ها [English]

  • Sporting event
  • experience
  • attachment
  • verbal advertisements
  • equestrian
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