نوع مقاله : پژوهشی اصیل
نویسندگان
1 کارشناسی ارشد مدیریت ورزشی، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد اردبیل، ایران.
2 دکتری مدیریت ورزشی، دانشکده مدیریت ورزشی، گروه علوم ورزشی و تربیت بدنی، دانشگاه تهران، تهران، ایران.
3 استاد مدیریت و ورزشی، دانشگاه محقق اردبیلی، اردبیل، ایران.
4 استادیار، گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد اردبیل، ایران.
چکیده
هدف: بازاریابی تصویر مقصد، نقطهی شروع یک بازاریابی گردشگری موفق است، زیرا تصویر و انتظارات از تجربیات سفر که بازدیدکنندگان در آینده خواهند داشت، افکار آنها را به یک مقصد خاص مربوط میکند. هدف از انجام پژوهش حاضر، بازشناسی عوامل موثر بر شکلگیری تصویر مقاصد گردشگری ورزشی استان اردبیل بود.
روش: روش انجام تحقیق حاضر، کاربردی- توصیفی و از نوع پیمایشی است. جامعه آماری پژوهش حاضر را متخصصان مدیریت ورزشی و گردشگری، مدیران و کارشناسان ادارات میراث فرهنگی و گردشگری، مدیران و کارشناسان اداره کل ورزش و جوانان و مدیران آژانسهای گردشگری و گردشگران بازدیدکننده از مقاصد گردشگری در استان اردبیل تشکیل میدادند. ابزار پژوهش پرسشنامهای محقق ساخته بود که پس از تایید روایی و پایایی استفاده شد (81 :α). در تجزیه و تحلیل دادهها و برای برآورد مولفههای اصلی و شناسایی عاملهای پنهان از تحلیل عاملی اکتشافی استفاده شد. سپس به منظور برآورد اهمیت، بارعاملی عناصر، تعیین مهمترین شاخصها، تایید ساختار ابزار مورد استفاده و ارائه مدل تحلیل عاملی تاییدی مورد استفاده قرار گرفت.
یافتهها: نتایج تحلیل عاملی اکتشافی نشان داد که هشت عامل پنهان به نامهای زیرساختهای عمومی و گردشگری، آداب و رسوم استان، جاذبههای محلی، کیفیت خدمات، سرگرمیها و رویدادها ورزشی، عوامل طبیعی و زیست محیطی، اطلاعرسانی و تبلیغات و عامل اجتماعی و امنیتی در شکلگیری تصویر مقاصد گردشگری ورزشی تاثیرگذار هستند.
اصالت و ابتکار مقاله: تصویر مقصد یکی از مهمترین متغیرهای است که میتواند، تصمیم گردشگر برای انتخاب یک مقصد را تحت تاثیر قرار دهد. با شناسایی عوامل موثر بر شکلگیری تصویر مقاصد گردشگری ورزشی و به کارگیری این عوامل و ارائه تصویر مثبت از مقاصد گردشگری ورزشی، مدیران و مسئولان مقاصد گردشگری میتوانند گردشگران ورزشی بیشتری را جذب مقاصد گردشگری ورزشی نموده و مقصد خود را توسعه دهند.
کلیدواژهها
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