تأثیر جذابیت مقاصد بر تصویر ذهنی گردشگران ورزشی با نقش میانجی سودمندی ادراک شده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه ارومیه

2 کارشناسی ارشد گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه ارومیه

3 دانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه ارومیه

چکیده

این تحقیق به منظور بررسی تأثیر جذابیت مقاصد بر تصویر ذهنی گردشگران ورزشی با نقش میانجی سودمندی ادراک شده انجام گردیده است. تحقیق حاضر از نظر هدف کاربردی و به لحاظ روش توصیفی - پیمایشی از نوع معادلات ساختاری است. جامعه آماری تحقیق شامل کلیه گردشگران ورزشی بوده است که در سال 1403 به استان های شمال غرب کشور (آذربایجان غربی، آذربایجان شرقی، اردبیل) به عنوان مقصد گردشگری ورزشی سفر کرده اند، ملاک انتخاب آنها شرکت در یک رویداد و فعالیت ورزشی بوده است که در هر مکان مورد ارزیابی قرار گرفتند. با در نظر گرفتن جامعه نامحدود بر اساس جدول مورگان، حجم نمونه 383 نفر با روش نمونه گیری دردسترس انتخاب شد.. ملاک انتخاب آنها شرکت در یک رویداد و فعالیت ورزشی بوده است که در هر مکان مورد ارزیابی قرار گرفتند که با درنظرگرفتن جامعه نامحدود بر اساس جدول مورگان، حجم نمونه 383 نفر به روش نمونه‌گیری طبقه ای در دسترس انتخاب شد. ابزار جمع آوری داده‌ها پرسشنامه‌های استاندارد جذابیت مقاصد گردشگری (داس و همکاران، 2007)، تصویر ذهنی گردشگران (کیم و پردو، 2011) و سودمندی ادراک شده (ساد و بالی، 2005) می‌باشد. روایی محتوا و روایی سازه‌ها توسط 10 نفر از اساتید مدیریت ورزشی مورد تأیید قرار گرفت، ضمن اینکه پایایی ترکیبی و روایی همگرا و روایی واگرای ابزار نیز با استفاده از روش تحلیل عاملی بررسی شد. جهت تجزیه‌وتحلیل داده‌ها از نرم‌افزار PLS v.3 و Spss v.22 بهره گرفته شده است.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of attractiveness of destinations on the mental image of sports tourists with the mediating role of perceived usefulness

نویسندگان [English]

  • Seyed Mohamad Kashef 1
  • Seyedeh Safora Sharifi 2
  • Mohsen Behnam 3
1 Professor of the entire Department of Sports Management,Faculty of sports science،University of Urmia
2 Graduate student Sports Management,Faculty of sports science،University of Urmia
3 Associate Professor of the entire Department of Sports Management,Faculty of sports science،University of Urmia
چکیده [English]

This research was conducted in order to investigate the effect of attractiveness of destinations on the mental image of sports tourists with the mediating role of perceived usefulness. The current research is applied in terms of purpose and in terms of descriptive-surveillance type of structural equations. The statistical population of the research included all sports tourists who traveled to the northwestern provinces of the country (West Azerbaijan, East Azerbaijan, Ardabil) as a sports tourism destination in 2024, the criteria for their selection was participation in a sports event and activity that were evaluated at each location. Considering the unlimited population based on Morgan's table, the sample size of 383 people was selected using the available sampling method. Based on Morgan's table, the sample size of 383 people was selected using available stratified sampling. The data collection tools are standard questionnaires of attractiveness of tourist destinations (Das et al., 2007), mental image of tourists (Kim and Pardo, 2011) and perceived usefulness (Sad and Bali, 2005). Content validity and construct validity were confirmed by 10 sports management professors, while composite reliability, convergent validity and divergent validity of the instrument were also checked using factor analysis method. PLS v.3 and Spss v.22 software were used to analyze the data. The results indicate that the attractiveness of sports tourism destinations has a positive and significant effect on the mental image of tourists. Also, perceived usefulness as a mediator can affect the attractiveness of sports tourism destinations and the mental image of tourists. Therefore, destinations that can provide a positive and attractive experience for tourists are likely to create a more positive mental image. This can ultimately lead to an increase in the number of visitors and further development of sports tourism in that destination.

کلیدواژه‌ها [English]

  • Attractiveness of Sports Tourism Destinations
  • Mental Image of Tourists
  • Perceived Instrumentality

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سابقه مقاله

  • تاریخ دریافت: 05 آذر 1402
  • تاریخ بازنگری: 21 آذر 1402
  • تاریخ پذیرش: 18 دی 1402

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