چکیده:
گردشگری یکی از راهبردهای اساسی توسعه جوامع در سطوح ملی، منطقهای، شهری-محلی به شما میآید. توسعه صنعت گردشگری در قیاس با توسعه سایر انواع صنایع، دارای منافع قابل توجه است. در حقیقت روند گسترش جهانی توریسم به واسطه منافع اقتصادی-زیستمحیطی مورد توجه کشورها و مناطق (درون کشور) قرار گرفته است. این صنعت دارای جایگاه مهم و برجسته-ای در اقتصادی جهانی بوده و کشورهای مختلف در رقابتی سنگین سعی دارند در همین راستا، توجه به نیازهای گردشگران، عوامل تامین کننده رضایت آنان، خدمات مورد نیاز و مواردی از این دست به شده حیاتی است. هدف، پژوهش حاضر تبیین مدلی بوده که روابط و ابعاد تاثیرگذار بر جذب، ماندگاری، وفاداری گردشگران را شناسایی نماید، و زمینه ساز توصیه به دیگران و بازدید مجدد را فراهم نماید، بوده است. روش به کار رفته در پژوهش حاضر توصیفی-تحلیلی، ابزار مورد استفاده پرسشنامه و آزمون مورد استفاده نیز معالات ساختاری (اجرا شده در نمرمافزار لیزرل) و تحلیل عاملی از نوع اکتشافی بوده است. جامعه آماری بازدیدکنندگان از اماکن گردشگری شهر اراک در نوروز 1398 بوده است، تعداد نمونه نیز با روش کوکران به تعداد 384 نفر انتخاب شده است. نتایج پژوهش حاضر نشان داد که ابعاد و روابط مختلف شش شاخص پژوهش شامل محرکهای فرهنگی، انتظار از محل بازدید، کیفیت خدمات گردشگری، ماندگاری و وفاداری، تبلیغات شفاهی و در نهایت رضایت گردشگر تشکیل دهنده مدل توسعه گردشگری در استان مرکزی و شهر اراک هستند. نتایج این تحقیق در ارائه دو حوزه پژوهش و اجرا (طرحهای توسعه گردشگری) کاربرد دارد.
The development of the tourism industry has significant benefits compared to the development of other types of industries. Successful countries in the field of tourism have earned huge revenues from this market, so that the United States in 2016 amounted to $ 206 billion and Turkey in neighboring Iran earned equivalent to $ 18.743 billion in tourism. The magnitude of these figures is determined when we look at Iran's GDP in the same year (equivalent to 412.8 billion dollars). In fact, the United States earns 50 percent, and Turkey 4.5 percent of Iran's GDP from the tourism sector (data source on the website of the International Travel and Tourism Organization, 2019). Iran has not been able to achieve a successful record in this field. Among the reasons for the low proportion and share of the country in the international tourism market are the weakness of planning mechanisms and the identification of market trends, marketing, and the weakness of tourism infrastructure. One of the most neglected dimensions of this market is the concept of customer satisfaction (tourist), factors and motivations of tourists, factors related to the sustainability and loyalty of tourism, dimensions and factors affecting this research in the geographical area of the city. Arak is looking to identify it. Obviously, the role of the mentioned factors (according to the emphasis of sources) is obvious, but the extent of the impact of the relevant sub-indicators varies according to different examples, therefore, identifying the levels and factors influencing tourism development (cultural stimuli, Expectation from the place of visit, quality of tourism services, durability and loyalty, word of mouth and tourist satisfaction) are the objectives of this study. Based on this, the main hypothesis is explained as follows: It seems that the factors of cultural stimuli, expectation from the place of visit, the quality of tourism services, durability and loyalty, oral advertising and tourist satisfaction at different levels affect tourism development ( They also affect each other.Research MethodsThe research method used in this research was descriptive-analytical with quantitative analysis. The instruments used were the questionnaire and the test used were structural records (performed on LISREL software score) and exploratory factor analysis. The statistical population of the present study also included all tourists referring to Markazi province (Arak city) in April 2017. The statistical population included visitors to museums, natural resources, antiquities, handicrafts of Arak. According to the Cultural Heritage, Handicrafts and Tourism Organization, it was equal to 668,346 people. Using Cochran's formula, the number of samples equivalent to 384 people has been identified. The validity of the content of the tool (questionnaire) has been confirmed by 5 professors in the field of tourism planning. Also, the reliability of the instrument was confirmed using Cronbach's alpha (the value obtained for all indicators was higher than 0.5). The research hypotheses cover the relationships of the six research indicators including cultural motivations (including 26 items), visitation expectation (24 items), quality of tourism services (11 items), durability and loyalty (9 items), word of mouth (5) and In the end, it was the tourist's satisfaction (14 items).The structural equations (exploratory factor analysis) used in this study showed that this method has been an efficient method for identifying the levels affecting the tourism development model with emphasis on cultural stimuli. In the first order, it was found that the factors (9 factors) constituting the cultural stimulus index with an average of 14.75 for t-statistic, tourist satisfaction with 9 factors and an average of 14.01 for t-statistic, expectation from the visit with 9 factors and an average of 13.52 for t-statistic, Longevity and loyalty of the tourist with 3 factors and an average of 14.95 for t-statistic, quality of tourism services with 3 factors and an average of 12.71 for t-statistic and oral advertising with 2 factors and an average of 17.16 for t-statistic are the most important and effective indicators in the model, respectively. They have been developing tourism.Also, among the factors that make up the indicators, "interest in cultural heritage and civilizations" with a value of 16.63 is the most important factor in the cultural stimulus index. "Knowing in advance information about architecture and cultural monuments" with a value of 15.15 for t-statistic is the most important factor of the expectation index from the place of visit, "Welfare facilities of a favorable and appropriate visiting environment with a value of 13.01 for t-statistic is the most important factor , "Empirical rewards, including prizes that provide cash or part of the product to create an experience" with a value of 41.55 for the most important factor of the longevity and loyalty index, "Reminder of good memories about this province" with a value of 18.28 For t-statistic, the most important factor of verbal advertising index and finally "satisfaction with the environment and natural landscape" with a value of 15.6 for t-statistic were the most important factor of tourist satisfaction index, which can be adopted on a case-by-case and general basis. Decisions in the field of tourism development in Markazi province should be made throughout the country.Keywords: cultural stimuli, visitation expectation, quality of tourism services, durability and loyalty, word of mouth