نقش جامعه برند مقصد مبتنی بر رسانه¬های اجتماعی در برانگیختن احساسات و قصد گردشگران برای خلق مشترک ارزش و بازدید
محورهای موضوعی : مطالعات اجتماعی و گردشگری، جامعه شناسی گردشگری
زهره علی اسماعیلی
1
(مدرس گروه مدیریت، موسسه آموزش عالی رحمان، رامسر، ایران.)
آرمین گلی
2
(مدرس گروه مدیریت، موسسه آموزش عالی رحمان، رامسر، ایران.)
کلید واژه: گردشگری, خلق مشترک ارزش, احساسات, جامعه برند مقصد مبتنی بر رسانه¬های اجتماعی,
چکیده مقاله :
هدف تحقیق حاضر، بررسی نقش جامعه برند مقصد مبتنی بر رسانه های اجتماعی در برانگیختن احساسات و قصد گردشگران برای خلق مشترک ارزش و بازدید می باشد. پژوهش حاضر به لحاظ هدف، کاربردی و از نظر جمع آوری داده ها از نوع پیمایشی می باشد. جامعه آماري تحقيق را مسافران و بازدید¬کنندگانی تشکیل می دهد که درباره رامسر به عنوان یک مقصد سفر در رسانه¬های اجتماعی بحث می¬کنند و حداقل تجربه یک بار استفاده از رسانه¬های اجتماعی را جهت برگزیدن رامسر به¬عنوان مقصد گردشگری، داشته¬اند. در 73 رسانه پیرامون رامسر بحث شده بود که به روش نمونه¬گیری قضاوتی انتخاب شدند. روش نمونه¬گیری، غیراحتمالی در دسترس بود. حجم نمونه تعداد 384 نفر برآورد شد، و تعداد 450 نفر در نظر گرفته شدند. روش گردآوری داده¬ها، پرسشنامه الکترونیکی، و روش تجزیه و تحلیل داده¬ها، مدل¬سازی معادلات ساختاری و تکنیک تحلیل مسیر به وسیله نرم¬افزار اسمارت پی ال اس بود. نتایج حاکی از آن است که جامعه برند مقصد مبتنی بر رسانه های اجتماعی بر احساس لذت از مقصد، احساس عشق به مقصد و احساس غافل گیری مثبت برای مقصد تأثير مثبتي دارد. به ترتيب احساس لذت، احساس عشق، احساس غافل گیری مثبت بر قصد خلق مشترک ارزش تأثیر مثبتي می¬گذارند. سرانجام نتايج نشان داد كه قصد خلق مشترک ارزش تأثیر مثبتی در قصد بازدید مجدد دارد.
This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place.
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