چگونگی اثر ویژگی ها، پیامدها و ارزش ها در قالب ساختار شناختی بر نیات رفتاری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد بخش مدیریت بازرگانی، دانشگاه یزد، یزد

2 استادیاربخش مدیریت بازرگانی، دانشگاه یزد، یزد

3 استادیار بخش روانشناسی، دانشگاه خلیج فارس، بوشهر

4 دانش آموخته دکتری مدیریت بازرگانی، دانشگاه یزد، یزد

چکیده

مطالعه جامع رفتار مصرف کننده پیش نیاز طراحی استراتژیهای اثربخش بازاریابی است. تصویر مقصد و نیات رفتاری بهمراه ارتباطات بین آنها همچنان از موضوعات پژوهشی جذاب برای دانشگاهیان و دست­اندرکاران حوزه بازاریابی گردشگری به­شمار می­آید. هدف از انجام این پژوهش تبیین نیات رفتاری بر اساس ساختار شناختی تصویر مقصد می­باشد. در این پژوهش برای نخستین­بار بُعد شناختی تصویر مقصد با سطوح انتزاعی­تر ‌ پیامد و ارزش مورد استفاده قرار گرفت. جامعه آماری پژوهش، گردشگران سالمند ساکن شهر شیراز می باشند که 305 نفر از آنها به روش خوشه‌ای تصادفی انتخاب شده و  به پرسشنامه محقق­ساخته پژوهش پاسخ دادند. داده­های گردآوری شده با استفاده از مدل‌سازی معادلات ساختاری مورد تحلیل قرار گرفت. یافته­های پژوهش ارتباط معنادار ساختار شناختی تصویر مقصد با نیات رفتاری و ابعاد آن را تایید نمود. نتایج این پژوهش در ایجاد درک بهتر از رفتار گردشگر سالمند ایرانی و تدوین استراتژیهای بازاریابی مناسب برای  بازار نوظهور گردشگری سالمندی ایران قابل­استفاده خواهد بود.

کلیدواژه‌ها

عنوان مقاله [English]

The effects of attributes, consequences and values in the form of a cognitive structure on behavioral intentions

نویسندگان [English]

  • Saeid Saeida Ardekani 1
  • Seyed Mahdi Alhosseini Almodarresi 2
  • Faride Sadat Hosseini 3
  • Fereshteh Pezeshki 4
1 Professor, Department of Business, Yazd University, Yazd
2 Associate Professor, Department of Business, Yazd University, Yazd
3 Assistant Professor, Department of Psychology, Persian Gulf University, Bushehr
4 Ph.D Graduate, Department of Business, Yazd University, Yazd
چکیده [English]

A comprehensive study of consumer behavior is the prerequisite for the formulation of effective marketing strategies. The destination image and behavioral intentions, along with the relationship between them, are still attractive topics for academics and nonacademics involved in the tourism marketing sector. The purpose of this study is to explain behavioral intentions based on the cognitive structure of the destination image. In this study, for the first time, the cognitive dimension of the destination image was used with more abstract levels of attribute, consequence, and value. The statistical population of the study consisted of the senior tourists living in Shiraz. As many as 305 people were selected by random cluster sampling, and they responded to a researcher-made questionnaire. The collected data were analyzed using structural equation modeling. The research findings confirmed the significant relationship between the cognitive structure of the destination image and behavioral intention and its dimensions. The results of the research can be used to create a better understanding of the behavior of senior tourists in Iran and to formulate effective marketing strategies for the emerging market of Iran's senior tourism.

کلیدواژه‌ها [English]

  • Tourism marketing
  • Cognitive structure
  • Destination image
  • Behavioral intention
  • Senior tourist

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 22
اسفند 1398
صفحه 283-303

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