تبیین اثرات رضایتمندی گردشگران در بازاریابی گردشگری دریایی (مورد مطالعه: نواحی ساحلی استان گلستان)

نوع مقاله : مقاله پژوهشی

نویسندگان

• سید حسن مطیعی لنگرودی ¹
• سجاد فردوسی ²
• حمیدرضا شاه محمدی ³

¹ استاد گروه جغرافیا و برنامه‌ریزی روستایی، دانشگاه تهران، تهران، ایران

² کارشناس ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشگاه تهران، تهران، ایران

³ کارشناس جغرافیا و برنامه‌ریزی شهری، دانشگاه پیام نور، تهران، ایران

چکیده

     در دهه‌های اخیر گردشگری دریایی به عنوان یکی از شاخه‌های گردشگری، طرفداران بسیاری را به خود جذب کرده است. دریا و سواحل آن به علت داشتن جاذبه‌های زیبا و جذاب از دیرباز مورد توجه عموم مردم قرار گرفته و همواره در کشورهای مختلف برای گذران اوقات فراغت با انگیزه تفریح و استراحت انتخاب می‌شود. در این میان بازاریابی گردشگری دریایی به عنوان یکی از مهم‌ترین فعالیت‌های توسعه گردشگری محسوب می‌شود. در این خصوص، رضایتمندی گردشگران از جمله مؤلفه‌های اساسی در موفقیت بازاریابی گردشگری است. این پژوهش به روش توصیفی- تحلیلی و با هدف گروه‌بندی و اولویت‌بندی میزان رضایتمندی گردشگران از زیرساخت‌ها و کارکردهای گردشگری دریایی در سواحل استان گلستان تدوین شده است. داده‌های مورد نیاز به صورت میدانی از طریق پرسشنامه و همچنین به صورت کتابخانه‌ای جمع‌آوری شده است. به منظور سنجش سطح رضایتمندی گردشگران با حجم نمونه 384 نفر و 21 شاخص ارزیابی، از مدل کانو استفاده شده است. نتایج نشان می‌دهد که در گروه الزامات اساسی، بیشترین میزان رضایت مربوط به شاخص امنیت با ضریب رضایت 712/0 و بیشترین میزان عدم رضایت مربوط به شاخص اماکن اقامتی با ضریب عدم رضایت 721/0- می‌باشد. همچنین در گروه الزامات عملکردی، بیشترین میزان رضایت مربوط به شاخص آرامش و آسایش گردشگران با ضریب رضایت 512/0 و بیشترین میزان عدم رضایت مربوط به شاخص رستوران، غذاخوری و کافه با ضریب عدم رضایت 518/0- می‌باشد. در گروه  الزامات انگیزشی نیز، بیشترین میزان رضایت مربوط به شاخص حفظ شرایط طبیعی ساحل در پیوند با دریا با ضریب رضایت 612/0 و بیشترین میزان عدم رضایت مربوط به شاخص تنوع فعالیت‌ها در فضا و امکان گزینش با ضریب عدم رضایت 864/0- می‌باشد.

کلیدواژه‌ها

• رضایتمندی گردشگران
• بازاریابی
• گردشگری دریایی
• استان گلستان

20.1001.1.22516735.1396.7.26.4.9

---

عنوان مقاله [English]

Explain the effects of tourists’ Satisfaction in nautical tourism marketing (Case Study: Coastal areas of Golestan province)

نویسندگان [English]

• Seyed Hasan Motiei Langeroudi ¹
• Sajad Ferdowsi ²
• Hamid Reza Shahmohammadi ³

چکیده [English]

      In recent decades, nautical tourism as one of the branches of tourism has attracted many fans. The sea and its beaches due to beautiful and fascinating attractions has attracted public's attention from the past and it has always selected to spend leisure time and rest in various countries. Given this issue, nautical tourism marketing is one of the most important activities in development of tourism. In this regard, tourists' satisfaction is the fundamental factor has specific role in successes of tourism marketing. The aim of this descriptive- analytical is to Grouping and prioritizing of tourists' satisfaction of infrastructure and nautical tourism function in the beaches of Golestan province. Required data was collected via questionnaire and documentary. In order to measure the satisfaction level of tourists , this study used Kano model with a sample size of 384 and 21 assessment Indexes. The results show that the most satisfactory is related to the index of security with satisfaction coefficient of 0.712, and the most dissatisfactory is related to the index of places of residence with dissatisfaction coefficient of - 0.721. Also in the group of functional requirements, the most satisfactory is related to index of tourists comfort with satisfaction coefficient of 0.512 and the most dissatisfactory is related to index of restaurants, bars and cafe with satisfaction coefficient of - 0.518. In the group of functional requirements, the most satisfactory is related to index of preserving the natural conditions of coast in connection with the sea with satisfaction coefficient of 0.612 and the most dissatisfactory is related to index of variety of activities in space and possibility of selection.

کلیدواژه‌ها [English]

• Satisfaction of tourists
• Marketing
• Nautical tourism
• Golestan Province

مراجع

1. 1.       Akama, J.S. and Kieti, D.M. (2003): Measuring Tourist Satisfaction with Kenya’s Wildlife Safari a Case Study of Tsavo West National Park, Tourism Management, No.24: 73-81.
2. 2.       Ardekani, S.; Mirghafouri, S. H. and Barghi, S (2010): Identifying and Prioritizing of Effective Components on Level of Satisfaction of Foreign Tourists in Shiraz Using Factor Analysis and Multi-Attribute Decision Making Techniques, Journal of Tourism Management Studies, No. 13: 1-23. (In Persion)
3. 3.       Armario, E.M. (2007): Tourismt satisfaction Am analysis of its antecedents, Journal of Environmental Economics and Management, No.26: 271–292.
4. 4.       Atilgan, E.; Akinci, S. and Aksoy, S. (2003): Mapping Service quality in the Tourism Industry, Managing Service Quality, Vol.13, No.5: 412-422.
5. 5.       Behnam Morshedi, H.; Ahmadi, D.; Faraji Sabokbar, H. and Rezvani, M (2016): Spatial zoning of tourism centers to determination of optimal areas of tourism services in Fars province, Journal of Regional Planning, No. 21 : 17-30. (In Persion)
6. 6.        Benjamin Esu, B. and Ebock Arrey, V. (2009): Tourists Satisfaction with Cultural Tourism Festival a Case Study of Calabar Carnival Festival, Nigeria, International Journal of Business and Management, Vol.4, No.3.
7. 7.       Brown, K.G. (2009): Island Tourism Marketing Music and Culture, International Journal of Culture Tourism and Hospitality, Vol.3, No.1: 25-32.
8. 8.       Chen, C.; Lee, H.; Hua Chen, S. and Hung Huang, T. (2011): Tourist Behavioural Intentions inRelation to Service Quality and Customer Satisfaction in Kinmen National Park, Taiwan, International Journal Of Tourism Research, No.13: 416-432.
9. 9.       Cole, S.T.; Crompton, J.L., and Willson, V.L. (2002): An empirical investigation of the relationships between service quality satisfaction and behavioural intentions among visitors to a wildlife refuge, Journal of Leisure Research, Vol.34, No.1: 1-24.
10. 10.    Cook, B. (1993): the social psychological limits of participation, inb. Cook, B. and Kothari, U. (eds), The new tyranny, London: zeed books.
11. 11.    Ebrahimzadeh, E.; Yari, M and Yari, Y (2013): Identification and Prioritization of Tourism Satisfaction Requirements Using the Kano Model Case Study of Boroujerd Tourists, Journal of Space Geographical planning, No. 9: 127-150. (In Persion)
12. 12.    Fazli, S. and Alizadeh, M (2008): Optimal analysis and prioritization of Costomer Needs with the approach of the Kano integration model in QFD, Journal of Trade Studies, No. 49: 145-170. (In Persion)
13. 13.    Forozia, A.; Sadeghi Zadeh, M. and Hemmati Noedoust Gilani, M. (2013): Customer Satisfaction in Hospitality Industry Middle East Tourists at 3star Hotels in Malaysia, Research Journal of Applied Sciences, Engineering and Technology, Vol.5, No.17: 4329-4335.
14. 14.    Gee, Ch (2003): Tourism in Comprehensive Perspective, translation by Ali Parsayian and Seyyed Mohammad Arabi, First Printing, Tehran: Publications Office of Cultural Research. (In Persion)
15. 15.    Goeldner, C.R. and Ritchie, J.R.B. (2003): Tourism Principles practices philosophies, Hoboken, NJ: John. Wiley and Sons.
16. 16.    Heidari Chapaneh, R (2000): The Place and Importance of Green Space in Urban Planning, Case Study of Tabriz, Master's Degree, Department of Geography and Urban Planning, Tabriz University. (In Persion)
17. 17.    Heidari Chapaneh, R (2008): The Basics of Tourism Planning, Tehran: SAMT. (In Persion)
18. 18.    Hezar Jaribi, J. and Najafi, M (2012): Sociological Study of Factors Affecting on Development of Tourism in Iran with Approach of Attraction of Foreign Tourists, Journal of Geography and Environmental Planning, No. 3: 133-146. (In Persion)
19. 19.    Hudson, S., Hudson, P. and Miller, G.A. (2004): A Measurement of Service Quality in the Tour Operating Sector A Methodological Comparison, Journal of Travel Research, 42: 305-312.
20. 20.    Karami Dehkordi, M.; Koohestani Einoddin, H. and Karbasioun, M (2015): Qualitative Analysis of Rural Tourism Obstacles in by Grounded Theory Technique Case Study Saraghaseied Village- Kohrang Township, Journal of Regional Planning, No. 18: 141-156. (In Persion)
21. 21.    Lai, W. and Quang Vinh, N. (2013): How Promotional Activities and Evaluative Factors Affect Destination Loyalty Evidence from International Tourists of Vietnam, International Journal of Marketing Studies, Vol.5, No.1: 70-85.
22. 22.    Laimer, P. and Juergen, W. (2009): Porolio Analysis as a Strategic Tool for Tourism Policy, Tourism Review, Vol.64, No.1: 17‐31.
23. 23.    Lee, J., Kyle, G. and Scott, D. (2011): The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination, Journal of Travel Research, 1-14.
24. 24.    Mohammadi Dehcheshmeh, M. and Daripour, N (2016): The Feasibility of Regional Development on Tourism Industry by Using Mixed Model of FAHP- GIS, Journal of Regional Planning, No. 21: 31-44. (In Persion)
25. 25.    Neal, J.D. and Gursoy, D. (2008): A Multifaceted Analysis of Tourism Satisfaction, Journal of Travel Research, Vol.47, No.1: 53-62.
26. 26.    Oliveira, B. (2011): Determinantes De La Satisfaccion Del Tourista, Un estudio en la ciudad de Guarujá-Brasil, Estudiosy Perspectivas en Turismo, Vol.20: 229-242.
27. 27.    Orams, M. (1999): Marine Tourism, Routledge.
28. 28.    Papoli yazdi, M. and Saghayee, M (2013): Tourism Nature and Concepts, Eighth Edition, Tehran: SAMT. (In Persion)
29. 29.    Poor, S.; Sa'adatar, F. and Zargari, M (2012): Investigation of consequences and Results of tourists satisfaction in coastal areas of the Caspian Sea, The first national conference on tourism and nature tourism in Iran, Hamedan, Islamic Azad University, Hamedan. (In Persion)
30. 30.    Ranjbariyan, B. and Zahedi, M (2007): Tourism Services, Isfahan: Chaharbagh Publications. (In Persion)
31. 31.    Rezvani, M (2008): Development of Rural Tourism with Sustainable Tourism Approach, Tehran: Tehran University Press. (In Persion)
32. 32.    Roknoddin Eftekhari, A.; Ramezannejad, Y. and Poor Taheri, M (2015): Measuring of Satisfaction of tourists from Coastal tourism destinations in rural areas of Guilan province, Journal of Human Geography Research, Reading Paper, Online Publication March 24, 2013. (In Persion)
33. 33.    Saghayee, M.; Amini Nejad, Gh. and Sabouhi Gh (2015): The Impact of Tourism Industry on Social-Cultural Development in Bushehr City, Journal of Regional Planning, No. 18: 131-140. (In Persion)
34. 34.    Soleimani, M.; Mohammad Nejad, A.; Khodadadi, P. and Atayee, V (2015): Measuring of satisfaction of tourists in Mahabad city with an emphasis on shopping tourism, Journal of Economics and Urban Management, No. 10: 139-155. (In Persion)
35. 35.    Taheri Kia, F.; Fakhariyan, M. and Lajevardi, M (2011): Identifying and Prioritizing of Effective Factors on Customer Satisfaction from Powder of A.B.C by Kondor Co. Using of Kano Model, Journal of Management, No. 22: 67-81. (In Persion)
36. 36.    Teimoori, E (2015): The occurrence of social-political crises and its effects on tourism income case study of the Iran, Turkey, Egypt, Journal of Regional Planning, No. 20: 1-14. (In Persion)
37. 37.    Toyama, M. and Yamada, Y. (2012): The Relationships among Tourist Novelty Familiarity Satisfaction and Destination Loyalty Beyond the Novelty-familiarity Continuum, International Journal of Marketing Studies, No.6: 10-18.
38. 38.    Yasoori, M.; Shakerynia, E. and Shafiei Masouleh, S (2015): The Relationships between Satisfaction, Attachment, and Behavioral Intentions among Tourists Case Study: Bandar-e-Anzali Tourists, Journal of Tourism Planning and Development, No. 13: 206-229. (In Persion)
39. 39.    Yu, H. and Littrell, M.A. (2005): Tourists Shopping Orientations for Handcrafts, Journal of Travel and Tourism Marketing, Vol.18, No.4: 1-19.
40. 40.    Zhang, P. and Von dran, G. (2001): xpectations and ranking of website quality features results of two studies on user perceptions - proceeding of the Hawaii international conference on system science (HICSS 34).
41. 41.    Ziyari, K.; Amanpour, S. and Amiri Fahliyani, M (2013): Factors affecting on
    Urban tourism development with emphasis on factors affecting on tourist satisfaction Case study of Nurabad Mamasani city, Journal of Territory, No. 37: 15-31. (In Persion).