بررسی آثار کیفیت محیطی بر رضایتمندی و وفاداری در گردشگری روستایی (موردمطالعه: شهرستان ایذه)

نوع مقاله : مقاله برگرفته از پایان نامه

نویسندگان

1 دانشیار، گروه جغرافیا، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.

2 استادیار، گروه جغرافیا، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.

3 دانشجوی کارشناسی ارشد، گروه جغرافیا، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز، شیراز، ایران.

چکیده

از مؤلفه‌های مهم و تأثیرگذار در برنامه‌ریزی و توسعه گردشگری در نواحی روستایی توجه به کیفیت محیطی این نواحی است که نقش مؤثری در رضایتمندی و به‌تبع آن وفاداری گردشگران ایفا می‌نماید. در این پژوهش به‌منظور برنامه‌ریزی برای گردشگری، به بررسی و شناخت وضعیت کیفیت محیطی مقصدهای گردشگری روستایی و تبیین مهم‌ترین عوامل کیفیت محیطی تأثیرگذار بر رضایتمندی و وفاداری گردشگران پرداخته شده است. روش‌ انجام پژوهش توصیفی تحلیلی مبتنی بر روش پیمایشی و اسنادی است. جامعه آماری این پژوهش ازلحاظ مکانی روستاهای گردشگری واقع در شهرستان ایذه و به لحاظ جامعه موردتحقیق شامل گردشگرانی است که از روستاهای نمونه (9 روستا) بازدید داشته‌اند. تعداد گردشگر نمونه با استفاده از روش کوکران (جامعه نامعلوم) 450 نفر تعیین و برای هر روستا 50 نفر در نظر گرفته شده است. جمع‌آوری داده‌ها و اطلاعات موردنیاز بر اساس روش اسنادی و روش میدانی (پرسش‌نامه) است. به‌منظور تجزیه‌وتحلیل داده‌ها در راستای دستیابی به اهداف پژوهش از روش‌های آمار توصیفی و استنباطی استفاده شده است. نتایج پژوهش نشان داد وضعیت کیفیت محیطی نواحی روستایی، رضایتمندی و وفاداری گردشگران بالاتر از حد متوسط قرار دارد و در بین شاخص‌های کیفیت محیطی در پژوهش، شاخص کیفیت پویایی محیط بیشترین تأثیر را بر رضایتمندی و وفاداری گردشگران داشته است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Effects of Environmental Quality on Satisfaction and Loyalty in Rural Tourism (Case Study: Izeh Sub-Province)

نویسندگان [English]

  • Saeed Reza Akbarian Ronizi 1
  • Rana Shaykh-Baygloo 2
  • Hamideh Hatami 3
1 Associate Professor, Department of Geography, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran.
2 Assistant Professor, Department of Geography, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran.
3 MSc., Department of Geography, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran.
چکیده [English]

Environmental quality is one of the essential and influential components in the planning and development of tourism in rural areas, and it plays an influential role in the tourists' satisfaction and, consequently, their loyalty. In terms of tourism planning, this study investigated the environmental quality of rural tourism destinations and explained the most important factors of environmental quality that affect tourists' satisfaction and loyalty. The descriptive-analytical research method was conducted based on the survey and documentary methods. The statistical population of this research, in terms of location, was the tourist villages located in the sub-province of Izeh, and the participants in the survey were the tourists who had visited the nine sample villages. The number of sample tourists based on the Kochran method for the unknown population is 450 people, and 50 people are considered for each town. The required data were collected through documentary methods and fieldwork (questionnaire). Results show that the environmental quality and tourists' satisfaction and loyalty in the studied rural areas are above average. Among the indicators of environmental quality, the index of dynamic quality of the environment has the most significant impact on tourists' satisfaction and loyalty.

کلیدواژه‌ها [English]

  • Rural tourism
  • Environmental dynamic
  • Service desirability
  • Sub-province of Izeh
Abooali, G., Omar, S. I., & Mohamed, B. (2015). The importance and performance of a destination’s attributes on senior tourists’ satisfaction. International journal of Asian social science, 5 (6), 355-368.
Akbarian Ronizi, S.R., & Shaykh Baygloo, R. (2015). Assessment of Environment quality of Villages' tourism Case: Asara County, Journal of rural research, 6(2), 433-457.(In Persian).
Alizadeh, T., Alizadeh, J. (2014). The evaluation of quality of living environment in rural areas from their residents’ view (Case study: The rural areas of Aslanduz in Ardebil province), Housing And Rural Environment, Issue.144 ,.59-74. .(In Persian).
Ayhan, Ç. K., Taşlı, T. C., Özkök, F., & Tatlı, H. (2020). Land use suitability analysis of rural tourism activities: Yenice, Turkey. Tourism Management, 76, 103949.
Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions. Heliyon, 6 (9), e04839.
Carneiro, M. J., Lima, J., & Silva, A. L. (2015). Landscape and the rural tourism experience: identifying key elements, addressing potential, and implications for the future. Journal of sustainable Tourism, 23 (8-9), 1217-1235.
Che, C., Koo, B., Wang, J., Ariza-Montes, A., Vega-Muñoz, A., & Han, H. (2021). Promoting rural tourism in inner mongolia: Attributes, satisfaction, and behaviors among sustainable tourists. International Journal of Environmental Research and Public Health, 18 (7), 3788.
Chin, C. H., Lo, M. C., Songan, P., & Nair, V. (2014). Rural tourism destination competitiveness: a study on Annah Rais Longhouse Homestay, Sarawak. Procedia-Social and Behavioral Sciences, 144, 35-44.
Cong, L. C. (2020). Perceived Risk and Destination Knowledge in the Satisfaction loyalty Intention Relationship: An EmpiricalStudy of EuropeanTourists in Vietnam. Journal of Outdoor Recreationand Tourism, 33, 100343.
Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International journal of marketing studies, 2 (2), 3-12.
Ertuna, B., & Kirbas, G. (2012). Local community involvement in rural tourism development: The case of Kastamonu, Turkey. PASOS Revista de Turismo y Patrimonio Cultural, 10 (2), 17-24.
Gim, T. H. T. (2018). Tourist satisfaction, image, and loyalty from an interregional perspective: An analysis of neighboring areas with distinct characteristics. Sustainability, 10 (4), 1283.
Huang, C. (2012). The impact of local environmental quality on international tourism demand: The case of China.
ImaniKhoshkho, M., & Auobi, H. (2010). The critical success factors of consumer-based Brand equity in Yazd tourism destination, Tourism Management Studies,5(13),113-137. .(In Persian)
Iorio, M., & Corsale, A. (2010). Rural tourism and livelihood strategies in Romania. Journal of rural studies, 26 (2), 152-162.
Kakavand, E., Barati, Aminzadeh, B. (2012). Comparative Evaluation of the Image Quality of Urban Citizens and Urban Development (Case Study: Old Texture of Qazvin); Journal of Garden LandscapeVol. 25, pp. 112-101. .(In Persian).
Law Christopher, M. (1996). Urban tourism attraction visitors to large cities, Mansell. Publishing Limited, London.‏
Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879.
López-Sanz, J. M., Penelas-Leguía, A., Gutiérrez-Rodríguez, P., & Cuesta-Valiño, P. (2021). Sustainable Development and Consumer Behavior in Rural Tourism—The Importance of Image and Loyalty for Host Communities. Sustainability, 13 (9), 4763. 
Marković, S., & Šebrek, J. K. (2021). Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model. Academica Turistica-Tourism and Innovation Journal, 13 (2),215-27.
Moradi, R. (2020). Assessing the impact of security on the loyalty of tourists to destination (case study: Shiraz city), Thesis Submitted for the Degree of M.Sc., Yazd university. .(In Persian).
Nasiri Hendehkaleh, E. (2020). The Effect of the Quality of Host Community Behavior on the Satisfaction and Loyalty of Urban Tourists Case Study: Baam Sabz Recreation Complex of Lahijan City. urban tourism, 7(2), 113-126. .(In Persian).
Nemati, R., Pourtaheri, M., & Eftekhari, A. (2020). Assessment of the Desirability Levels of Environmental Health in Rural Areas: A Case Study of Lorestan Province Villages, Journal of rural research, , 11(1),106-123. .(In Persian).
Park, M. (2009). Social disruption theory and crime in rural communities: Comparisons across three levels of tourism growth, Tourism Management,Vol 30 , 905–915.
Perić, G., Dramićanin, S., & Gašić, M. (2020). Impact of service quality on satisfaction and loyalty of tourists in rural tourism of Šumadija and Western Serbia. Економика пољопривреде, 67 (4).
Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of travel research, 51(3), 342-356. 
Puh, B. (2014). Destination image and tourism satisfaction: The case of a Mediterranean destination, Mediterranean Journal of Social Sciences, 5 (13),538.
Rahimnia, F., & Fatemi, Z. (2012). Studying the Mediator Role of Customer Based Brand Equity in Successful Customer Relationship and Brand Image of Five Star Hotels in Mashhad. New Marketing Research Journal, 2(1), 73-92. .(In Persian)
Rajaratnam, S. D., Munikrishnan, U. T., Sharif, S. P., & Nair, V. (2014). Service quality and previous experience as a moderator in determining tourists’ satisfaction with rural tourism destinations in Malaysia: A partial least squares approach. Procedia-Social and Behavioral Sciences, 144, 203-211.
Randelli, F., & Martellozzo, F. (2019). Is rural tourism-induced built-up growth a threat for the sustainability of rural areas? The case study of Tuscany. Land Use Policy, 86, 387-398.
Rezaei, M. R., Moradi, R., Lasgari, E., & Akbarian Ronizi, S. R. (2020). Investigating and analyzing the situation of loyalty to tourism destinations in Shiraz. Journal of Tourism Planning and Development, 9(34), 121-143. .(In Persian).
Rezvani, M.R., Faraji, H., Darban astaneh, A., & Karimi, S.H. (2018). Analysis of Factors of Environmental Quality Effective in Branding Rural Tourism Destinations (Case Study: Ethno-Cultural Region of Avramanat in Provinces of Kurdistan and Kermanshah), Tourism planning and Development, 6(23), 105-136. .(In Persian).
Rostami, K., Pourtaheri, M., & Eftekhari, A. (2019). Identification and ranking of the constituent elements of the environmental quality architecture in rural planning using the modified assimilation  technique Case Study: Shahriar Village (Flard County, Lordegan Township), Journal of rural research,10(3), 368-381. .(In Persian).
Seifolddini, F., Shabani Fard, M., Hosseini, A., & Rashidi, M. (2010). Measuring Quality and Capacity of Urban Tourism, Considering the Host and Tourist Society in Isfahan City. Human Geography Research, 42(71), 67-87. (In Persian).
Sharpley, R. (2002). Rural Tourism and the Challenged of tourism diversification: the case of Cyprus, Tourism Management, 23, 233-344.
Shen, Y., Kokkranikal, J., Christensen, C. P., & Morrison, A. M. (2021). Perceived importance of and satisfaction with marina attributes in sailing tourism experiences: a Kano model approach. Journal of Outdoor Recreation and Tourism, 35, 100402.
Sojasi Qidari H, Sadeghloo T. (2016). Analyzing the Role of Environmental Quality in Tourist Attraction to Rural Touristic Destinations (Case Study: Touristic Rural of Small lavasan Rural District,  Geography Researches, 31 (2) :32-49. (In Persian).
Sojasi Qidari, H. (2016). Guide Plan Implementation Impact Assessment on Environmental Quality in Rural Area (Case Study: North and South Fendresk Rural district, Volume 20, Issue 57, 151-173.(In Persian)
Statistical Centre of Iran. (2016). 
Toyama, M., & Yamada, Y. (2016). Tourists’ novelty and familiarity: Their effects on satisfaction and destination loyalty. Travel and Tourism Research Association: Advancing Tourism Research Globally. 15.
Van Kamp, I., Leidelmeijer, K., Marsman, G., & De Hollander, A. (2003). Urban environmental quality and human well-being: Towards a conceptual framework and demarcation of concepts; a literature study. Landscape and urban planning, 65 (1-2), 5-18.
Wong, J., & Law, R. (2003). Difference in shopping satisfaction levels: A study of tourists in Hong Kong. Tourism management, 24 (4), 401-410.
Xue, L., & Kerstetter, D. (2019). Rural tourism and livelihood change: An Emic perspective. Journal of hospitality & tourism research, 43 (3), 416-437.
Yoon, Y., Lee, J., & Lee, Ch. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.