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تاثیر کیفیت خدمات گردشگری بر وفاداری به مقصد گردشگری با توجه به نقش میانجی تصویر ذهنی از مقصد گردشگری و رضایت گردشگران | ||
| فصلنامه مطالعات مدیریت گردشگری | ||
| مقاله 5، دوره 12، شماره 40، دی 1396، صفحه 115-153 اصل مقاله (2.78 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22054/tms.2018.19440.1534 | ||
| نویسندگان | ||
| کامبیز حیدرزاده* 1؛ کبری نجفی2؛ سیدعلی حسینی3 | ||
| 1عضو هیات علمی تمام وقت دانشگاه آزاد اسلامی علوم و تحقیقات | ||
| 2دانشجو | ||
| 3فارغ التحصیل | ||
| چکیده | ||
| هدف مطالعه بررسی تاثیر کیفیت خدمات گردشگری بر وفاداری به مقصد با توجه به نقش میانجی تصویرذهنی از مقصد و رضایت گردشگران است. تحقیق با هدف کاربردی و روش توصیفی و پیمایشی و با بکارگیری پرسشنامه پاسخ بسته در گردآوری اطلاعات انجام گرفته است. نمونه آماری را 388 نفر از گردشگران (تابستان 1395) مکانهای پربازدید استان قزوین تشکیل داده است. مدل پژوهش با معادلهیابی ساختاری بررسی و نتایج حاکی است که کیفیت خدمات گردشگری بر رضایت و تصویرذهنی گردشگری و همچنین تصویرذهنی بر رضایت و وفاداری و رضایت بر وفاداری به مقصد گردشگری تاثیر میگذارد. نقش میانجی رضایت و تصویرذهنی در رابطه بین کیفیت خدمات گردشگری و وفاداری به مقصد گردشگری و در نهایت نقش میانجی تصویرذهنی در رابطه بین کیفیت خدمات گردشگری و رضایت گردشگران مورد تایید قرار گرفت. | ||
| کلیدواژهها | ||
| کیفیت خدمات گردشگری؛ تصویر ذهنی از مقصد گردشگری؛ رضایت گردشگران؛ وفاداری به مقصد گردشگری | ||
| مراجع | ||
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