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بررسی تاثیر ارزشهای چندگانه مصرف غذاهای محلی ایران بر قصد گردشگران به بازدید مجدد و توصیه به دیگران | ||
| فصلنامه مطالعات مدیریت گردشگری | ||
| مقاله 11، دوره 16، شماره 56، دی 1400، صفحه 341-380 اصل مقاله (749.99 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22054/tms.2021.60269.2534 | ||
| نویسندگان | ||
| محمدمهدی پورسعید* 1؛ فاطمه طاهری آزاد2؛ مرضیه جهانشاهی3 | ||
| 1استادیار گروه مدیریت بازرگانی، دانشگاه شهید باهنر، کرمان، ایران | ||
| 2کارشناسی ارشد مدیریت بازرگانی ـ گرایش بازاریابی، دانشگاه شهید باهنر، کرمان، ایران | ||
| 3دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر، کرمان، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر بررسی تاثیر ارزش های مصرف چندگانه گردشگران (ارزش کاربردی، احساسی، اجتماعی و معرفتی) بر نگرش نسبت به غذا های محلی و تصویر مقصد گردشگری غذا به عنوان عوامل موثر بر بروز پاسخ های رفتاری از جانب گردشگران در آینده (قصد توصیه غذا های محلی به دیگران و قصد بازدید مجدد از یک مقصد برای گردشگری غذا) در چارچوب محرک-ارگانیسم-پاسخ است. این تحقیق، از نظر هدف، کاربردی و از نظر روش گردآوری داده ها، توصیفی و از نوع پیمایشی بوده که ابزار جمع آوری اطلاعات آن، پرسشنامه بوده است. جامعه آماری این پژوهش، شامل کلیه گردشگرانی است که غذاهای غذاهای محلی یکی از شهر های اصفهان، شیراز، کرمان، تبریز و رشت را خورده باشند. تعداد 400 نمونه قابل قبول جمع آوری شد تجزیه و تحلیل داده ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم افزارPLS انجام شده است. | ||
| کلیدواژهها | ||
| ارزش های مصرف چندگانه گردشگران؛ نگرش نسبت به غذا های محلی؛ تصویر مقصد گردشگری غذا؛ پاسخ های رفتاری گردشگران | ||
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