بررسی رابطه بین عوامل مزیت رقابتی پایدار با رضایت و وفاداری گردشگران (موردمطالعه: گردشگری روستایی استان گلستان)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار مدیریت، گروه مدیریت، دانشکده مدیریت و حسابداری، مؤسسه آموزش عالی شرق گلستان، گنبد کاووس، ایران

2 دانشجوی دکتری اقتصاد، گروه علوم اقتصادی، دانشکده اقتصاد، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

چکیده

گردشگری روستایی نوعی از گردشگری است که قابلیت جذب گردشگران به همراه توسعه روستایی ازطریق درآمد اضافی و کیفیت زندگی بهتر ساکنان و بهبود زیرساخت‌ها را داراست که به‌تازگی موردتوجه قرارگرفته است، این مطالعه با رویکرد تحلیلی - توصیفی از نوع همبستگی به بررسی رابطه بین عوامل مزیت رقابتی پایدار و وفاداری باتوجه‌به نقش میانجی رضایت کلی در صنعت گردشگری روستایی می‌پردازد. جامعه آماری، کلیه بازدیدکنندگان روستاهای گردشگری استان گلستان است و نمونه آماری بر مبنای جدول کرچسی و مورگان برابر 386 گردشگر تعین ‌شده است. برای گردآوری داده‌های لازم از پرسشنامه و برای تعیین روایی و پایایی آن از پیش‌آزمون استفاده ‌شد. روایی پرسشنامه از روش محتوایی، ابزار و سازه و پایایی از روش محاسبه آلفای کرونباخ مورد تأیید قرار گرفت. نویسندگان ضمن مرور کامل مبانی نظری و انتخاب اعضای نمونه آماری با روش تصادفی ساده، فرضیه‌های پژوهش را با روش مدل‌یابی معادلات ساختاری، سنجش کرده‌اند. نتایج حاصل از تحلیل معادلات ساختاری توسط نرم‌افزار لیزرل 8/8 نشان داد که بین کیفیت، ارزش، تصویر و رضایتمندی با رضایت کلی رابطه معنی‌داری وجود دارد و همچنین بین کیفیت، ارزش، تصویر، رضایتمندی و رضایت کلی با وفاداری نیز رابطه معنی‌داری وجود دارد.

کلیدواژه‌ها

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