عوامل مؤثر بر توسعه گردشگری تجربه محور در مناطق عشایری (موردمطالعه: عشایر قشقایی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد، گروه جغرافیا و برنامه ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران.

2 دانش آموخته کارشناسی ارشد، گروه موزه و گردشگری، دانشکده پژوهش های عالی هنر و کارآفرینی، دانشگاه هنر اصفهان، اصفهان، ایران.

3 دانشجوی دکتری، گروه مدیریت گردشگردی، دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.

چکیده

پژوهش حاضر به دنبال تحلیل عوامل مؤثر بر توسعه گردشگری تجربه محور در مناطق عشایری قشقایی است. جامعه‌ آماری تحقیق شامل گردشگران داخلی و خارجی که در بازه زمانی فروردین‌ماه تا تیرماه 97 از مناطق موردمطالعه بازدید داشته‌اند، به کمک جدول مورگان، حجم 400 نمونه‌ای انتخاب شد که 384 پرسشنامه صحیح از آن استخراج شد. این پژوهش دارای هدف کاربردی است، و از روش توصیفی - تحلیلی و از ابزار مصاحبه باز و پرسشنامه محقق ساخته در آن  استفاده شد که روایی ‌ نیز توسط 15 نفر از کارشناسان مربوطه (استادان دانشگاه و فعالان صنعت) تائید شد. تجزیه‌وتحلیل داده‌ها به روش مدل‌سازی معادلات ساختاری (SEM) با رویکرد روش حداقل مربعات زوجی (PLS) و به کمک نرم‌افزار SMART PLS انجام‌شده است. پژوهش حاضر در قالب مدل محقق ساخته تأثیر عوامل ملموس فرهنگی، ناملموس فرهنگی، کیفیت ادراک‌شده و ادراک حس مکان بر تجربه ادراک‌شده‌ گردشگران عشایری را مورد واکاوی قرار داده است . برای استنباط‌ علمی با استفاده از تحلیل عامل تأییدی در قالب مدل‌سازی معادلات ساختاری، میزان تبیین واریانس و ضریب تأثیر عامل‌های مستقل به کار گرفته شد. نتایج پژوهش حاکی از رابطه معناداری مثبت هر چهار مؤلفه مذکور بر تجربه ادراک‌شده گردشگران است و همچنین ضریب اثر مؤلفه‌های ملموس فرهنگی (33/0)، ادراک حس مکان (29/0)، ناملموس فرهنگی (08/0) و کیفیت ادراک‌شده (07/0) هستند و هم‌چنین میزان تبیین واریانس عوامل ذکرشده بر تجربه ادراک‌شده برابر 34 % محاسبه شده است.

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