نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

2 دانشیار، گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

3 استادیار، گروه مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه اصفهان، اصفهان، ایران

چکیده

تجربه به‌عنوان هستة اصلی محصول گردشگری می‌تواند یک مزیت رقابتی برای مقصدهای گردشگری ایجاد کند که به‌سختی قابل جایگزینی و تقلید است. بنابراین، پژوهش حاضر با هدف بررسی تأثیر کیفیت تجربة گردشگری بر رقابت‌پذیری ادراک‌شده و نیت‌های رفتاری گردشگران ورزشی خارجی اجرا شد. جامعۀ آماری پژوهش تمامی گردشگران ورزشی خارجی سفرکرده به مقصدهای گردشگری ورزشی ماجراجویانة ایران در سه سال گذشته بودند که 245 نفر در پژوهش مشارکت داشتند. ابزار گردآوری داده‌ها پرسشنامه‌های کیفیت تجربة گردشگری منگ (2006)، رقابت‌پذیری ادراک‌شدة مقصد هالمن و همکاران (2014) و نیت‌های رفتاری شارما و نایاک (2019) بود. از مدل‌یابی معادلات ساختاری برای تحلیل داده‌ها استفاده شد. نتایج نشان داد که کیفیت تجربة گردشگری می‌تواند بر رقابت‌پذیری ادراک‌شدة ایران و رقابت‌پذیری ادراک‌شده نیز به‌دنبال آن می‌تواند بر نیت‌های رفتاری گردشگران ورزشی تأثیر بگذارد. بر مبنای یافته‌ها می‌توان نتیجه‌گیری کرد که با بهبود کیفیت تجربة گردشگری در تمامی مراحل سفر از زمان برنامه‌ریزی تا پس از سفر، می‌توان ادراک گردشگران ورزشی از رقابت‌پذیری ایران به‌عنوان مقصد گردشگری ورزشی را ارتقا داد و در نهایت بر نیت‌های رفتاری آیندة آنها، اثر مثبت گذاشت.
 

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Tourism Experience Quality on Perceived Competitiveness and Behavioral Intentions of Foreign Sport Tourists

نویسندگان [English]

  • Mohammad Ali Zebardast 1
  • Mohammad Soltanhosseini 2
  • Mehdi Salimi 3

1 Ph.D. Student, Sport Management Department, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

2 Associate Professor, Sport Management Department, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran

3 Assistant Professor, Faculty of physical education, Isfahan University, Isfahan, Iran

چکیده [English]

Experience as the core product of tourism can create a competitive advantage for tourism destinations which is difficult to replace and imitate. Therefore, the aim of this study was to investigate the effect of tourism experience quality on perceived competitiveness and behavioral intentions of foreign sport tourists. The statistical population of the study consisted of all foreign sport tourists traveled to Iran adventure sport tourism destinations in past three years. 245 subjects participated in the study as the statistical sample. Data were collected by tourism experience quality (Meng. 2006), perceived destination competitiveness (Hallmann et al., 2014) and behavioral intentions (Sharma and Nayak, 2019) questionnaires. The structural equation modeling method was used for data analysis. The results showed that the tourism experience quality could affect Iran perceived competitiveness, and consequently, perceived competitiveness could affect the behavioral intentions of sport tourists. Based on these findings, it could be concluded that the perception of sport tourists from Iran competitiveness as a sport tourism destination can be enhanced by improving the tourism experience quality at all phases of travel from travel planning to post-travel and ultimately have a positive impact on their future behavioral intentions.
 

کلیدواژه‌ها [English]

  • Destination competitiveness
  • perceived competitiveness
  • sport tourism
  • tourism destination
  • tourism experience quality
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