بررسی تأثیر آمیخته‌ بازاریابی بر ارزش ادراک شده، تصویر مقصد و وفاداری گردشگران در راستای توسعه پایدار گردشگری (مطالعه موردی: شهر ساحلی آستارا)

محورهای موضوعی : مطالعات توسعه اجتماعی ایران

محمد علیزاده ¹ , محمد رحیمی ² , سعیده اسماعیلی ³ , سونیا ازهری ⁴

1 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
2 - گروه علوم اجتماعی، واحد خلخال، دانشگاه آزاد اسلامی، خلخال، ایران (نویسنده مسئول)
3 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران
4 - دانشجوی دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران

تاریخ دریافت : 1399/05/25 تاریخ پذیرش : 1399/05/25 تاریخ انتشار : 1399/02/01

کلید واژه: آمیخته‌ بازاریابی, کیفیت ادراک شده, ارزش ادارک ‌شده, تصویر مقصد گردشگری, شهر آستارا,

چکیده مقاله :

هدف این مطالعه بررسی رابطه‌ی آمیخته‌ی بازاریابی با وفاداری، ارزش ادراک شده، کیفیت ادراک شده و تصویر مقصد ‎است. روش تحقیق مورد استفاده از حیث هدف کاربردی و از نظر روش، توصیفی پیمایشی می‌باشد که هدف آن تعیین تاثیر عوامل منتخب آمیخته بازاریابی خدمات (قیمت، شواهد فیزیکی، افراد، توزیع و پیشبرد فروش) بر کیفیت ادراکی، وفاداری، ارزش ادراکی و تصویر مقصد گردشگران منطقه آستارا می‌باشد. جامعه هدف تحقیق کلیه گردشگران ورودی به شهر آستارا می‌باشد و برای جمع‌آوری داده‌ها از پرسشنامه استفاده شده است. برای این پژوهش از 400 پاسخ دهنده کمک گرفته شده است. برای تحلیل مدل مفهومی از روش رگرسیون خطی به کمک نرم افزار SPSS بهره گرفته شده است. مقدار آلفای کرونباخ پرسش‌نامه برابر با 0.788 به دست آمد که از مقدار 0.7 بزرگتر می‌باشد که به این ترتیب پایایی مورد تایید قرار گرفت. نتایج پژوهش نشان داد که افراد، قیمت و شواهد فیزیکی بیشترین تاثیر را بر ارزش ادراک شده، تصویر مقصد و کیفیت ادارکی دارند و در نهایت به مدیران مقاصد گردشگری جهت افزایش ارزش و کیفیت ادراکی و همچنین تصویری مطلوب از مقصد پیشنهاداتی ارائه گردیده است.

چکیده انگلیسی:

The purpose of this study is to examine the relationship between marketing mix with loyalty, perceived value, perceived quality and destination image. This applied research is methodologically descriptive and field survey. The study aims at determining the effects of selected marketing mix of services (price, physical evidence, people, place and promotion) on perceived quality, loyalty, perceived value and destination image of tourists who visit Astara area. The target group of the study is all tourists entering the Astara city and in order to collect data the questionnaire distributed among 400 respondents. To analyze the conceptual model, linear regression has been utilized as well as enjoying SPSS software. The Cronbach's alpha value of the questionnaire is 0.788, which is greater than 0.7, therefore the reliability confirmed. The results indicate that people, prices and physical evidence have the most significant impact on perceived value, image of destination and perceived quality. Finally, there are some recommendation for managers of tourism destinations in order to value and perceived quality increasing as well as desirable image of destination.

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