نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه گنبد کاووس-کارشناسی ارشد

2 هیات علمی دانشگاه الزهرا

چکیده

کیفیت خدمات از مهم‌ترین عواملی است که به رضایت‌مندی و تداوم حضور گردشگران منجر می‌شود. هدف اصلی از تحقیق حاضر طراحی مدل تمایل به بازگشت گردشگران ورزشی در فستیوال‌های ورزش‌های بومی و سنتی براساس زیرساخت‌های خدماتی است. نمونۀ آماری تحقیق شامل تعداد 375n= گردشگر ورزشی حاضر در فستیوال ورزش کشتی آلیش، کشتی گوروش و مسابقات اسب‌دوانی استان گلستان بود. به‌منظور جمع‌آوری داده‌ها از پرسشنامۀ کیفیت خدمات ورزشی چن (2011) و پرسشنامۀ تمایل به بازگشت گردشگران شونک (2006)، استفاده شد. برای تجزیه‌وتحلیل داده‌ها پس از اطمینان از توزیع طبیعی داده‌ها، از نرم‌افزار SPSS در بخش آمار توصیفی و استنباطی و نرم‌افزارAMOS  به‌منظور ترسیم تحلیل مسیر استفاده شد. نتایج نشان داد که رابطۀ معناداری بین کیفیت خدمات و رضایت‌مندی با تمایل به بازگشت مجدد گردشگران ورزشی وجود دارد (05/0≥P و 67/0r=). همچنین در بین کلیۀ ابعاد کیفیت خدمات، مؤلفۀ اعتماد بیشترین تأثیر را بر رضایت‌مندی گردشگران داشت (05/0≥P 42/0β=). بنابراین با توجه به برخورداری از منابع انسانی متخصص که دارای مهارت متناسب با خدمات ارائه‌شده هستند، می‌توان از طریق ایجاد اعتماد در گردشگران و بهبود رضایت‌مندی آنها، زمینۀ حضور مجدد گردشگران ورزشی را فراهم ساخت.

کلیدواژه‌ها

عنوان مقاله [English]

Model of Tourists’ Future Attendance of Local and Traditional Sport Festivals Based on Service Infrastructures

نویسنده [English]

  • hamidreza ghezelsefloo 1

1

2

چکیده [English]

Service quality is one of the most important factors which leads to tourists’ satisfaction and future attendance. The main aim of this study was to design the model of sport tourists’ future attendance in local and traditional sport festivals based on service infrastructures. Thesample consisted of 375 sport tourists who participated in Gorush wrestling, Alish wrestling and horse riding festivals in Golestan province. Chen (2011) sport service quality questionnaire and Shonk (2006) future attendance questionnaire were used. For data analysis, the normal distribution of data were checked and confirmed; then, SPSS was used in descriptive and inferential statistics and AMOS was applied to describe path analysis. The results indicated a significant relationship between service quality and satisfaction and sport tourists’ future attendance (r=0.67, p < /em>≤0.05). Also, among all dimensions of service quality, trust had the most effect on the tourists’ satisfaction (β=0.42, p < /em>≥0.05). Therefore, professional human resources that have expertise proportionate to the provided service can provide grounds for sport tourists’ future attendance through creating trust and improving their satisfaction.

کلیدواژه‌ها [English]

  • future attendance
  • local and traditional sport
  • Satisfaction
  • Service quality
  • sport tourist
1. Anam.R, Montazeri. A, Feizi. S. A Study of Service Quality Dimensions in Sport Tourism. Sport Management Studies.2014, N 26, Pp 15-36. (In Persian).
2. Zeytunli. AH, Farahani. A, Asadi. H. Sport tourism and long term economic effects. 2013, 1(1), pp 9-18. (In Persian).
3. Gustafson, M.W. The relative importance of the sports cape in football game attendance at a NCAA division IA university. Texas Tech University. 2005, 14, pp 57-62.
4. Nazemi. A, Gudarzi. M, Khabiri. M. The effect of stadium features on spectator's attendance in Iran football premier league. 2013, 1(1), pp 65-77.
5. Nicholas D. Theodorakis Kostas AlexandrisNikolaos TsigilisSerafim Karvounis. Predicting spectators’ behavioral intentions in professional football: The role of satisfaction and service quality”. Sport management review. 2013, 16(1). pp 85-96.
6. Heather J. Gibson, Kyriaki Kaplanidou, Sung Jin Kang. “Small-scale event sport tourism: A case study in sustainable tourism. Sport Management Review. 2012, N 15: pp160–170.
7. Ghafouri. F. Tourism Development Model Based on Promotion of Traditional Games in Iran. Sport Management Studies. 2014, N 24, pp 153-174. (In Persian).
8. Khatibzadeh. M, Kozehchian. H, Honarvar. A. The role of service quality in sport viewer's future intention. Sport Management Studie. 2013, V 17, Pp: 191-206. (In Persian).
9. EL-Refae, B. A. A. “The Relationships between Service Quality, Satisfaction, and Behavioral Intentions of Malaysian Spa Center Customers”. International Journal of Business and Social Science. 2012, 3 (1), pp116-127.
10. Watanabe Yasuhiro, Matsumoto Koji., 2013. “Variables Influencing Spectators’ Desire to Stay at a Professional Contemporary”. Management Research. 2013, 9 (3), pp 283-298.
11. Alidust. E, Ahmadi. A. The relationship between quality of Service and audience satisfaction in the league of Asian Championships. Sport Management, 2012, N 14, Pp: 37-41. (In Persian).
12. Theodorakis Nicholas D., Kostas Alexandria, Nikolaos Tsigilis Serafim Karvounis. “Predicting spectators’ behavioral intentions in professional football: The role of satisfaction and service quality”. Sport Management Review. http://dx.doi.org/10.1016/ j.smr.2012.05.004. pp 211-226.
13. Kim, Hyun-Duck. LaVetter, David, & Lee, Jeoung-Hak., 2006. “The Influence of Service Quality Factors on Customer Satisfaction and Repurchase Intention in the Korean Professional Basketball League”. International Journal of Applied Sports Sciences, 2006, 18 (1), pp 39-58.
14. Yosuf, A, See. L. “Spectator perception of physical facility and team quality: A study of Malaysian super league soccer match”. Research journal of Intern ant Onal studies. 2008, 8(2). Pp 132-140.
15. Lee, J. H., Kim, H. D., Ko, Y. J., Sagas, M. “The influence of service Quality on satisfaction and intention: A gender segmentation strategy”. Sport Management Review. 2011, 14, pp 54-63.
16. Dhurup, M., Mofoka, MA, & Surujlal, J. “The relationship between stadium sports capes dimensions, desire to stay and future attendance”. African Journal for Physical, Health Education, Recreation and Dance, 2010, 16(3). Pp 321-324.
17. Al-alak, B. A., & Alnawas, L. "Evaluating the effect of marketing activities on relationship quality in the banking sector". International Journal of Marketing Studies, 2010, N 21, pp 78–91.
18. Chen, C. M., Lee, H. T., Chen, S. H., Huang, T. H. "Tourist behavioral intention to service quality and customer satisfaction in Kinmen National Park,Taiwan”. International Journal of Tourism Research. 2011, 13.pp 416-432.
19. Memari. J, Abdollahi. M, Asghari. M. Determining and modeling the factors determining customer satisfaction in private sports and recreational collections. Sport Management Studies.2013, N 18, pp 117-130. (In Persian).
20. Ferran. C.M, Vicente. P-GJosep, Crespo. H, Vicente. 2015. “Spectator emotions: Effects on quality, satisfaction, value, and future intentions”. Journal of business research. Vol68, Issue8, Pp: 1445-1449.
21. Shonk, D. J, Cheladurai. P. “Service quality, Satisfaction and intent to return in sport event tourism”. Journal of sport management, 2008, N 22, pp 587-602.
22. Moreno Ferran Calabuig , Vicente Prado-Gascó, Josep Crespo Hervás, Juan Núñez-Pomar, Vicente Añó Sanz. Spectator emotions" Effects on quality, satisfaction, value, and future intentions “. Original Research Article. Journal of Business Research. 2015, V 3, pp 56-67.
23. Rozita, A.L. Nor Zane, A.A. Khairulzaman, H. Norlizah, A.H. “Impact of Sport Complex Services towards Costumer Behavior in Terengganu”. Procedia - Social and Behavioral Sciences. 2014, V 15, pp 410 – 418.
24. Alaeddini. P, Aminzadeh. N. Development of tourism in the Garme Village of Isfahan: An analysis of the facilitating Facility and sustainability of activities. Rural Development strategy. 2013, 6 (1), pp 51-73. (In Persian).
25. Jun Woo KimJeffrey D. JamesYu Kyoum Kim., 2013. “A model of the relationship among sport consumer motives, spectator commitment, and behavioral intentions”. Sport management review. 2013, 16 (2), pp 173-185.
26. Juan M. H, Rafael Suárez-Vega, Yolanda Santana-Jiménez.”The inter-relationship between rural and mass tourism: The case of Catalonia, Spain”. Tourism management. 2016, V 54, pp 43–57.
27. Moiunfard. MR (2008). The status of the sport tourism industry in Iran and its development pattern. PhD Dissertation, Tabiat Moalem University, 20o8.pp 23-26. (In Persian).