مدلسازی پیشایندها و پیامدهای تجربه مشتری در صنعت گردشگری

الموضوعات :

صغری تقی پور ¹ (دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
صمد عالی ² (دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
علیرضا بافنده زنده ³ (دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران)
حکیمه نیکی ⁴ (استادیار گروه مدیریت، واحد هادی شهر، دانشگاه آزاد اسلامی، هادی شهر، ایران)

تاريخ الإرسال : 06 الخميس , رمضان, 1443 تاريخ التأكيد : 10 الأربعاء , شوال, 1443 تاريخ الإصدار : 21 الأحد , شوال, 1443

الکلمات المفتاحية: صنعت گردشگری, پیشایندهای تجربه, مدیریت تجربه, پیامدهای تجربه,

ملخص المقالة :

هدف نهایی پژوهش حاضر، دست یافتن به مدل پیشایندها و پیامدهای تجربه گردشگران است که بر این اساس ابتدا به روش فرا ترکیب پیشایندها و پیامدهای تجربه مشتری و همچنین رویکردهای مدیریت تجربه در صنعت گردشگری شناسایی شده و با راهنمایی 10 نفر از خبرگان و متخصصان بازاریابی و گردشگری و اعمال نظر آنان اصلاحاتی صورت گرفت و پرسشنامه ای تهیه شده و در میان 440 نفر از گردشگران ایرانی که در 5 سال گذشته(1395-1400) به یکی از کشورهای ترکیه، مالزی، آذربایجان و امارات سفر کرده بودند توزیع گشت. در مرحله اول هریک از سازهای مدل پیشنهادی، از لحاظ تک‌بعدی بودن در یک مدل اندازه‌گیری مجزا با روش کلاین(2005) بررسی شد تا اولا، بار عاملی شاخص‌ها بیشتر از 5/0 باشد ثانیاً ضریب همبستگی بین عامل‌ها بیش از 85/0 نباشد. در مرحله دوم اعتبار و روایی سازه‌ها مورد ارزیابی قرار گرفت و آلفای کرونباخ، اعتبار سازه (CR) و متوسط واریانس تبیین شده (AVE) و روایی سازه، روایی همگرا و روایی واگرا محاسبه و بررسی شد. نتیجه پژوهش حاضر به مدلسازی پیشایندها و پیامدهای تجربه گردشگر با بهره گیری از روش ترکیبی (کیفی و کمی) که از نوآوریهای این تحقیق می باشد، منجر شده که می تواند مورد استفاده مدیران و فعالین این صنعت قرار گیرد.

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