طراحی مدل بازاریابی اینترنتی مبتنی بر درک پذیرش فناوری در جذب گردشگران ورزشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، گروه تربیت‌بدنی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

2 دانشیار مدیریت ورزشی، گروه تربیت‌بدنی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

3 استادیار مدیریت ورزشی، گروه علوم ورزشی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

چکیده

پژوهش حاضر با هدف طراحی مدل بازاریابی اینترنتی مبتنی بر درک پذیرش فناوری در جذب گردشگران ورزشی انجام شد. این تحقیق از نوع توصیفی-پیمایشی و کاربردی است. جامعه آماری شامل کلیه گردشگران ورزشی بود که طی سال 1401 استان آذربایجان شرقی را به عنوان مقصد گردشگری ورزشی خود برگزیده بودند که تعداد آن‌ها در حدود 3600 نفر بود که بر اساس فرمول کوکران و با روش نمونه‌گیری غیراحتمالی و در دسترس، حجم نمونه برابر 347 نفر به دست آمد. برای جمع‌آوری داده‌ها از پرسشنامه درک پذیرش فناوری دیویس (1989)، بازاریابی اینترنتی رمضانیان (1390) و جذب مشتریان گیب (2005) استفاده شد. به منظور تجزیه و تحلیل داده‌ها از آزمون همبستگی پیرسون، مدل‌سازی معادلات ساختاری و سوبل در نرم‌افزارهای SPSS و Amos و در سطح معنی‌داری 05/0 استفاده شد. نتایج تحقیق نشان داد که بین بازاریابی اینترنتی، درک پذیرش فناوری و جذب گردشگر رابطه مثبت و معنی‌داری وجود دارد (05/0>p)، مدل پژوهش از برازش مناسبی برخوردار است و بازاریابی اینترنتی (001/0=p؛ 69/7=t) و درک پذیرش فناوری (001/0=p؛ 01/9=t) بر جذب گردشگران و درک پذیرش فناوری نیز بر بازاریابی اینترنتی تاثیر مثبت و معنی‌داری دارد (001/0=p؛ 70/9=t) و بازاریابی اینترنتی در تاثیر درک پذیرش فناوری بر جذب گردشگران ورزشی نقش میانجی ایفا می‌کند (001/0=p؛ 86/7=t). بنابراین اگر افزایش درک سودمندی و سهولت در استفاده از فناوری از سوی گردشگران با بکارگیری بازاریابی اینترنتی مناسب از سوی بازاریابان صنعت گردشگری ورزشی همراه باشد، گردشگران ورزشی روز‌به روز افزایش خواهند داشت.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing an internet marketing model based on understanding of technology acceptance in attracting sports tourists

نویسندگان [English]

  • Mirsardar Rezvani 1
  • Mohammadrahim Najafzadeh 2
  • jafar barghi moghaddam 3
  • hamid janani 2
1 Ph.D Student in Sports Management, Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
2 . Associate Professor of Sports Management, Department of Physical Education, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
3 Assistant Professor of Sports Management, Department of Sport Sciences, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

The present research was conducted with the aim of designing an internet marketing model based on understanding of technology acceptance in attracting sports tourists. This research is descriptive-survey and applied. The statistical population included sports tourists who had chosen East Azerbaijan province as their sports tourism destination during 2022, and their number was around 3600 people, based on Cochran's formula and with non-probability and accessible sampling method, the sample size was obtained 347 people. To collect data, Davis' technology acceptance questionnaire (1989), Ramzanian's Internet marketing (2013) and Gibb's customer acquisition (2005) were used. In order to analyze the data, Pearson's correlation, structural equation modeling and Sobel were used in SPSS and Amos software at a significance level of 0.05. The results of the research showed that there is a positive and significant relationship between internet marketing, understanding of technology acceptance and tourist attraction (p<0.05), the research model has a good fit and internet marketing (p=0.001; t=7.69) and the understanding of technology acceptance (p=0.001; t=9.01) on attracting tourists and the understanding of technology acceptance also has a positive and significant effect on internet marketing (p=0.001; t=9.70) and internet marketing plays a mediating role in the impact of the perception of technology acceptance on the attraction of sports tourists (p=0.001; t=7.86). Therefore, if the increase in the understanding of the usefulness and ease of using technology by tourists is accompanied by the use of appropriate internet marketing by the marketers of the sports tourism industry, sports tourists will increase day by day.

کلیدواژه‌ها [English]

  • Internet marketing
  • technology acceptance
  • customer attraction
  • sports tourism

مراجع

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  • تاریخ دریافت: 10 مرداد 1403
  • تاریخ بازنگری: 16 آبان 1403
  • تاریخ پذیرش: 18 آذر 1403

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