ارزیابی نقش تصویر از مقصد بر وفاداری گردشگران شهر زنجان با رویکرد داده کاوی

نوع مقاله : مقالۀ پژوهشی (کاربردی - توسعه ای)

نویسندگان

1 دانشجوی کارشناسی‌ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

2 استادیار گروه جغرافیا، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.

3 دانشجوی کارشناسی‌ارشد جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.

4 دانشیار گروه جغرافیا، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران

چکیده

مقدمه: دانستن اینکه وفاداری گردشگران در مقاصد گردشگری به چه چیزی بستگی دارد و چگونه شکل می گیرد، برای مدیران شرکت ها و مقاصد گردشگری به یک اصل تبدیل شده است. یک مقصد گردشگری مانند هر سازمانی باید بازار هدف خود را شناسایی، جذب و حفظ کند. ایجاد هرگونه تحول و استانداردسازی خدمات گردشگری در شهر زنجان مستلزم شناخت ظرفیت های گردشگری، انجام مطالعات تطبیقی، شناخت تجربیات سایر کشورهای موفق جهان و بومی سازی این تجربیات است. شهر زنجان با وجود داشتن جاذبه های گردشگری قابل توجه در مقایسه با شهرهای استان های همجوار نتوانسته است مانند بسیاری از آنها گردشگر را جذب کند.
داده و روش: تحقیق حاضر به بررسی نقش تصویر از مقصد بر وفاداری گردشگران شهر زنجان پرداخته شود. نوع تحقیق کاربردی و از نظر ماهیت توصیفی- تحلیلی می‌باشد. جامعه آماری تحقیق حاضر، شامل گردشگران با حداقل یک شب اقامت در هتل های سه و چهار ستاره شهر زنجان می‌باشد که با استفاده از فرمول کوکران تعداد 281 گردشگر مورد بررسی قرار گرفته‌اند. روش گردآوری اطلاعات به صورت کتابخانه‌ای و میدانی و جهت تجزیه و تحلیل داده‌ها نیز از آمار توصیفی و استنباطی استفاده شده است.
یافته‌ها: نتایج تحقیق نشان می‌دهد، در بررسی نهایی تحلیل عاملی تصویر از مقصد به ترتیب بیشترین تا کمترین تأثیر را در تازگی سفر، هزینه سفر، هزینه مالی و تعداد دفعات سفر به ترتیب با مقدار بار عاملی 0.481، 0.354، 0.301 و 0.247 بر وفاداری گردشگران دارد.
نتیجه‌گیری: استان زنجان از نظر چرخه زندگی در حوزه گردشگری در مراحل ابتدایی خود بوده و حساسیت موضوع از آن جهت است که این درصد، می‌توانند به عنوان سفیرانی باشند که به دیگران در خصوص این مقصد اطلاعات داده و به اصطلاح نوعی تبلیغات دهان به دهان رایگان برای زنجان انجام خواهند داد و بسته به تصویری که از زنجان در ذهن آنان شکل گرفته است، این تبلیغات می‌تواند مثبت یا منفی باشد.

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