تأثیر شبکه‌های اجتماعی مجازی بر مشتری‌مداری و خدمت‌گرایی تورهای گردشگری ورزشی با نقش میانجی عملکرد نوآورانه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

10.22034/jsmk.2025.66008.1092

چکیده

در پژوهش حاضر به بررسی نقش عملکرد نوآورانه در رابطه بین شبکه‌های اجتماعی مجازی با مشتری‌مداری و خدمت‌گرایی تورهای گردشگری ورزشی پرداخته شده است. روش پژوهش از نظر شیوۀ جمع‌آوری اطلاعات توصیفی و همبستگی از نوع مدلسازی معادلات ساختاری بود. جامعۀ آماری شامل تمام گردشگران ورزشی (گردشگران رویدادهای ورزشی، گردشگران ورزشی نوستالژی، گردشگران ورزشی فعال و گردشگران ورزشی غیرفعال) شهر تهران بودند (تعداد نامشخص). برای برآورد حجم نمونه از نظریه Kline, 2014 استفاده شد که با توجه به تعداد گویه‌های پرسشنامه‌ها (46 گویه) با برآورد حداقل 2 برابر و حداکثر 10 برابر تعداد سوالات، بین 92 تا 460 تخمین زده شد که با روش نمونه‌گیری در دسترس انتخاب شدند. داده‌ها با استفاده از پرسشنامه‌های شبکه‌ها و رسانه‌های اجتماعی جهانبانی (1397)، مشتری‌مداری ساکس و ویتز (1982)، خدمت‌گرایی گوینر و همکاران (2005) و عملکرد نوآورانه اسکندرزاده (1393) جمع‌آوری گردید و به روش مدل‌سازی معادلات ساختاری و رویکرد حداقل مربعات جزئی تجزیه و تحلیل شدند. نتایج نشان داد که شبکه‌های اجتماعی مجازی بر عملکرد نوآورانه تورهای ورزشی تأثیر دارد. شبکه‌های اجتماعی مجازی بر مشتری‌مداری تورهای ورزشی تأثیر دارد. شبکه اجتماعی مجازی بر خدمتگرایی تورهای ورزشی تأثیر دارد. عملکرد نوآورانه بر مشتری‌مداری تورهای ورزشی تأثیر دارد. عملکرد نوآورانه بر خدمتگرایی تورهای ورزشی تأثیر دارد. همچنین عملکرد نوآورانه در تأثیر شبکه اجتماعی مجازی بر مشتری‌مداری و خدمت‌گرایی تورهای ورزشی نقش میانجی‌گری دارد. در راستای نتایج پیشنهاد می‌شود، تورهای ورزشی از شبکه‌های اجتماعی مجازی متنوعی جهت ارتباط با گردشگران ورزشی استفاده نمایند.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of virtual social networks on customer orientation and service orientation of sports tourism tours with the mediating role of innovative performance

نویسندگان [English]

  • Sakineh Arzamani 1
  • Houriyhe Dehghanpouri 2
  • Seyyed reza Hosseini nia 2
1 Master of Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran
2 Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood Iran
چکیده [English]

The present study seeks to answer the questions of whether virtual social networks play a role in customer orientation and service orientation of sports tourism tours or not? And can innovative performance play a role? The present study is a cross-sectional study. It is considered as a type of applied research. In terms of method, it is an analytical description and in terms of data collection, it is a survey. It is of non-experimental research and correlation schemes of structural equation modeling. In this research, a documentary questionnaire has been used to examine the theoretical foundations and a questionnaire has been used to collect data. The statistical population of the study was all sports tourists in Tehran in 2020. Due to the uncertainty of the size of the research population, general rules were used to estimate the sample size. Therefore, the minimum sample size was estimated to be 230 people. Available non-probability sampling method was used for sampling. The data collection tool in the present study is a questionnaire. The results showed that virtual social networks affect the innovative performance of sports tours. Virtual social networks affect the customer orientation of sports tours. Virtual social network affects the serviceability of sports tours. Innovative performance affects customer orientation of sports tours. Innovative performance affects the serviceability of sports tours. Innovative performance also mediates the impact of virtual social network on customer orientation and service orientation of sports tours.

کلیدواژه‌ها [English]

  • Users
  • service innovation
  • media
  • sports
  • tourism
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