استفاده از فناوری واقعیت مجازی در زمان شیوع اپیدمی کووید 19 در صنعت گردشگری (مطالعه موردی: موزه ایران باستان)

الموضوعات :

یزدان شیرمحمدی ¹ , عباس کیانی ²

1 - دانشیارگروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
2 - کارشناس ارشد مدیریت جهانگردی، دانشگاه پیام نور، تهران، ایران

تاريخ الإرسال : 18 الأربعاء , جمادى الأولى, 1443 تاريخ التأكيد : 23 الأربعاء , جمادى الثانية, 1443 تاريخ الإصدار : 19 الأحد , رجب, 1443

الکلمات المفتاحية: تجربه ناب, قصد بازدید, پاسخ‌شناختی, پاسخ عاطفی, دلبستگی به واقعیت مجازی, کوئید 19,

ملخص المقالة :

تحقیق حاضر با هدف بررسی استفاده از فناوری واقعیت مجازی در زمان شیوع اپیدمی کووید 19 در صنعت گردشگری (مطالعه موردی: موزه ایران باستان) انجام شد. این تحقیق از نظر هدف کاربردی، به لحاظ ماهیت و روش توصیفی-همبستگی و از شاخه‌ی میدانی بود. جامعه آماری این پژوهش کلیه افراد گردشگر سایت مجازی موزه ایران باستان می‌باشد که تعداد آنها جز جوامع نامحدود بود. با استفاده از فرمول تعیین حجم نمونه کوکران، به روش نمونه‌گیری تصادفی ساده، تعداد 384 نفر از جامعه آماری به عنوان نمونه انتخاب شدند که از این تعداد 379 نفر به پرسشنامه‌ها به درستی پاسخ دادند. اطلاعات و داده‌ها به دو روش کتابخانه‌ای و میدانی گردآوری شدند. به منظور نمره‌گذاری پرسشنامه برای هر گزینه طیف پنج تایی لیکرت (کاملاً مخالفم تا کاملاً موافقم) در نظر گرفته شد. جهت بررسی پایایی پرسشنامه‌ها آلفای کرونباخ محاسبه گردید که حاکی از پایایی مطلوب پرسشنامه‌ها بود. برای تجزیه و تحلیل داده‌ها در بخش آمار توصیفی از نرم‌افزار SPSS ویراست 24 و در بخش استنباطی از معادلات ساختاری و نرم‌افزار PLS3 استفاده شد. نتایج حاکی از آن است که تجربه ناب بر قصد بازدید گردشگران از طریق متغیرهای پاسخ عاطفی و پاسخ شناختی و دلبستگی به گردشگری واقعیت مجازی در موزه ایران باستان در زمان شیوع اپیدمی کوئید 19، تأثیر مثبت، مستقیم و معناداری دارد.

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