تحلیل نقش تصویر مقصد ساکنان محلی و اثرات ادراک‌شده گردشگران در توسعه پایدار گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران.

2 کارشناسی ارشد، گروه گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران.

چکیده

هدف از پژوهش بررسی نقش تصویر مقصد و اثرات ادراک‌شده ساکنان محلی و گردشگران در توسعه گردشگری مناطق روستایی بابلسر است. پژوهش حاضر از لحاظ هدف کاربردی است و در دسته تحقیقات توصیفی همبستگی قرار دارد. جامعه آماری تحقیق شامل گردشگرانی است که حداقل یک‌بار به روستاهای بابلسر (کرفون، عربخیل، عزیزک) سفر کرده‌اند. نمونه آماری گردشگران شامل 265 نفر از گردشگران است که به روش نمونه‌گیری در دسترس انتخاب شده‌اند و نمونه آماری مردم محلی شامل 210 نفر از ساکنین روستاهای منطقه بابلسر هستند که به‌صورت نمونه‌گیری خوشه‌ای چندمرحله‌ای انتخاب شده‌اند. داده‌ها توسط پرسشنامه و به‌صورت 5 سطح لیکرت جمع‌آوری شده‌اند. داده‌ها با استفاده از نرم‌افزار SPSS و lisrel تحلیل شده‌اند. یافته‌های پژوهش نشان دادند که تصویر مقصد ساکنان محلی و گردشگران هم به‌طور مستقیم و هم به‌طور غیرمستقیم با میانجی اثرات ادراک‌شده اجتماعی - فرهنگی و محیطی بر توسعه گردشگری تأثیرگذار هستند. اما فقط تصویر مقصد گردشگران به‌طور غیرمستقیم با میانجی اثرات ادراک‌شده اقتصادی بر توسعه گردشگری تأثیرگذار هستند.

کلیدواژه‌ها


عنوان مقاله [English]

An Analysis of the Role of Local Residents’ Destination Image and Perceived Effects of Tourists on Rural Tourism Sustainable Development

نویسندگان [English]

  • Mohammad Najjarzadeh 1
  • Mohammad Reza Asadi Zarch 2
  • Roholah Jahanian Bahmnamiri 2
1 Assistant Professor, Tourism Management Department, Tourism Faculty, Faculty of Tourism, Semnan University, Semnan, Iran.
2 MSc. Graduate, Tourism Management Department, Tourism Faculty, Semnan University, Semnan, Iran.
چکیده [English]

This study aims to investigate the role of Destination image and the perceived effects of local residents and tourists in the tourism development of the rural tourism region of Babolsar. The present study is an applied research in terms of purpose and it is a descriptive-correlation study. The population of the study consists of tourists who have visited the villages of Babolsar (Azizak, Karfun, Arabkhail) at least once. The statistical sample of tourists consists of 265 tourists selected using the convenience sampling method, and the statistical sample of the local population consists of 210 residents of the Babolsar region, where the villages have been selected using multi-stage cluster sampling. Data were collected by questionnaire with five Likert scales. The data were analyzed by SPSS and LISREL software. The results showed that the Destination image of local residents and tourists affects tourism development both directly and indirectly by the mediating role of perceived socio-cultural and environmental effects, but only the Destination image of tourists affects tourism development indirectly by the mediating role of perceived economic effect.

کلیدواژه‌ها [English]

  • Destination Image
  • Perceived influences
  • Local residents
  • Sustainable tourism development
Afrakhteh, H., & Khodaye, B. A. (2011). Organizing tourism in leisure camps around the city coordinated with environmental capacity. Geography science applied research journal, 20(1), 69-88. 
Aligholizadeh Firoozjaee, N., Badri, S., Faraji Sabokbar, H. (2018). Attitudes of Iranian Host Communities towards the Economic and Environmental Impacts of Tourism in Rural Areas: A Case Study of the Central Part of Noushahr County. Village and Development, 10(1), 1-22.
AligholizadehFiroozjaei, N., RamezanzadehLasboyee, M., Esmaeeli, M. (2015). Environmental behaviors of tourists in the desert destinations (Case Study: rural areas of Khour and Biabanak Township. Journal of Rural Research, 6(2), 253-274. DOI: 10.22059/jrur.2015.54907
Asli D.A. Tasci & William C. Gartner. (2007). Destination Image and Its Functional Relationships, Journal of Travel Research, Vol. 45(4), pp 413–425.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of tourism research, 26(4), 868-897.
Bayat, N., Badri, S., Rezvani, M. (2018). Comparative analysis of local residents’ perceptions of the impacts of tourism on rural areas: A case study of the villages in the basin of the Kolan river in Malayer County. Journal of Rural Research, 9(3), 478-495. DOI: 10.22059/jrur.2017.234879.1119
Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
Burns, P.M., & Holden, A. (1995). Tourism : a new perspective.
Chen, C. F., & Tsai, D. (2007). How do destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122.
Choi, J. G., Tkachenko, T., & Sil, S. (2011). On the destination image of Korea by Russian tourists. Tourism Management, 32(1), 193-194.
Fairweather, J. R., & Swaffield, S. R. (2002). Visitors' and locals' experiences of Rotorua, New Zealand: an interpretative study using photographs of landscapes and Q method. International Journal of Tourism Research, 4(4), 283-297.
Ghanbari, S., Ghasemi, M., Pourjopari, M. (2013). Study of the Effects of Tourism on Rural Development from Rural Households Viewpoint. Geographical Planning of Space, 3(9), 19-46.
Gharakhloo, M., Ramezanzadehlasboue, M., & GelinSharifDini, J. (2009). The environmental impact of tourism on the shores of the Ramsar.  Journal of New attitudes in Human Geography, 1(3), 1-12.
Gursoy, D., & Rutherford, D. (2004). Host attitudes toward tourism:: An Improved Structural Model. Annals of Tourism Research. 31. 495-516. 10.1016/j.annals.2003.08.008.
Gursoy, D., Jurowski, C., & Uysal, M. (2002). Resident attitudes: A structural modeling approach. Annals of tourism research, 29(1), 79-105.
Heidary, A., Rowshan, S., Naderi, N. (2019). The Effect of Tourism Marketing (Local Mixture and People) on the Development of Rural Entrepreneurship in the Rajab Region of Kermanshah Province. Journal of Rural Research, 10(4), 582-595. DOI: 10.22059/jrur.2019.280936.1358
Hesam, M., Cheraghi, M., Akbari, Z., Rohban, S. (2017). Evaluation and Prioritize of Marketing Mix Components Influence the Development of Rural Tourism (Case Study: Villages of Foman County). Journal of Rural Research, 8(3), 470-487. DOI: 10.22059/jrur.2017.63469
Heydari Chianeh, R. (2008). [Principles of tourism planning (Persian)]. Tehran: SAMT.
Kazemi, M., Pur, S., Saadatyar, F., & Bitaraf, F. (2011). The effect of tourists' mental image on the perceived value of the coastal cities of the Caspian sea by emphasizing the role of perceived factors. Journal of Research and Urban Planning, 2(6), 19-34.
Mansuri Moayed, F., soleymani, S. (2012). Marketing Tools and Tourists` Destination Image. Tourism Management Studies, 7(18), 93-110. 
Nematolahi, M., Najjarzadeh, M. & Balouchi, H. (2016). Evaluation of sustainability levels of rural destinations for rural tourism development by mediating of Destination image. Case Study: Drag village of Shiraz Province. Journal of rural tourism research and planning, 5(4), 155-174.
Nunkoo, R., & Ramkissoon, H. (2011). Developing a community support model for tourism. Annals of Tourism Research, 38(3), 964-988
Ramkissoon, H., & Uysal, M. S. (2011). The effects of perceived authenticity, information search behaviour, motivation, and destination imagery on cultural behavioural intentions of tourists. Current Issues in Tourism, 14(6), 537-562.
Reynolds, W. H. (1965). The role of the consumer in image building. California management review, 7(3), 69-76.
Roumiani, A., Shayan, H., Sojasi Qeidari, H., Rezvani, M. (2020). Strategic Spatial Planning for Sustainable Development of Rural Tourism Purposes Using the SOAR Strategic Model. Journal of Rural Research, 11(1), 90-105. DOI: 10.22059/jrur.2018.258771.1260
Sirichote, O. (2012, June). Destination Image of Thailand Southern Tourism Area. In IABE-2012 Venice-Summer Conference (p. 165).
Stylidis, D., Biran, A., Sit, J., & Szivas, E. M. (2014). Residents' support for tourism development: The role of residents' place image and perceived tourism impacts. Tourism Management, 45, 260-274.
Tosun, C. (2002). Host perceptions of impacts: A comparative tourism study. Annals of tourism research, 29(1), 231-253.
Yen, C. H., & Croy, W. G. (2013). Film tourism: Celebrity involvement, celebrity worship, and destination image. Current Issues in Tourism, (ahead-of-print), 1-18.
Zahedi, M., & Ranjbarian, B. (2008). Tourism Service Industry (First ed.). Chaharbagh Publication.
Ziayee, M., & Torabian, P. (2010). Assessment of acceptable level of social negative effects of tourists on local communities in Iran (Case Study: Rural settlement around Parishan `s wetlands). Geography International Quarterly of the Geographical Association of Iran, 8(25), 205-225.