تأثیر تجربه راضی از سفر بر نیت بازید مجدد: واکاوی نقش مشارکت و شادی گردشگر و هم آفرینی ارزش (مورد مطالعه: گردشگران اصفهان) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
احیا و توسعه صنعت گردشگری و بررسی عوامل مؤثر بازدید مجدد گردشگران از مقصد در هر اقتصادی اهمیت شایانی دارد؛ بنابراین این مطالعه درصدد بررسی تأثیر تجربه راضی از سفر بر نیت بازدید مجدد گردشگران با توجه به نقش میانجی مشارکت و شادی گردشگر و با در نظر داشتن نقش تعدیلگر هم آفرینی ارزش است. جامعه این پژوهش گردشگران در اصفهان هستند که با استفاده از فرمول کوکران، ۴۰۰ نفر انتخاب شدند. ابزار جمع آوری داده ها پرسش نامه است که به روش در دسترس توزیع و گردآوری شد. در این پژوهش، ابتدا روایی (شامل محتوا و روایی همگرا) و پایایی (آلفای کرونباخ و پایایی ترکیبی) سنجش و بررسی شده است که پایایی و روایی تأیید شدند. برای تجزیه وتحلیل داده ها از مدل سازی معادلات ساختاری استفاده شده است. نتایج نشان می دهد که تجربه رضایت بخش از سفر بر مشارکت و شادی گردشگران تأثیر مثبت و معناداری دارد و هر دو عامل (شادی و مشارکت گردشگر) نیز بر تمایل آن ها برای بازدید مجدد تأثیر مثبت و معناداری می گذارند. هم آفرینی ارزش قادر است اثرگذاری تجربه گردشگر بر مشارکت گردشگر را تعدیل کند. یافته های این پژوهش به مسئولان صنعت گردشگری کمک می کند زمینه هایی را برای بازدیدمجدد از طریق فراهم کردن تجربیات راضی از سفر، افزایش مشارکت و شادی و هم آفرینی ارزش برای گردشگران فراهم کنند.The effect of a satisfied travel experience on the intention to return again: the mediating role of tourist participation and happiness and value co-creation (case study: Isfahan tourists)
The revival and development of the tourism industry and the investigation of the effective factors of tourists visiting the destination are very important in any economy. Therefore, this study seeks to investigate the effect of satisfied travel experience on tourists' revisit intention, considering the mediating role of tourist participation and happiness, and considering the moderating role of value co-creation. The population of this research is tourists in Isfahan, which was selected using Cochran's formula, 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, first the validity (including content and convergent validity) and reliability (Cronbach's alpha and composite reliability) were measured and checked, and the reliability and validity were confirmed. For data analysis, structural equation modeling were used. The results show that the satisfied travel experience has a positive and significant effect on the tourist's engagement and happiness, and the tourist's happiness and engagement has a positive and significant effect on the return visit. Value co-creation can moderate the effect of tourist experience on tourist engagement. The findings of this research help tourism industry officials to provide opportunities for repeat visits by providing satisfied travel experiences, increasing engagement happiness, and co-creating value for tourists. Keywords: Satisfied travel experiences, tourist happiness, tourist engagement, Intention to revisit, Co-creation of value 1. Introduction In the tourism and hospitality industry, revisit intention is an important issue that brings several positive outcomes such as favorable word-of-mouth advertising, lower marketing costs, and increased economic rewards. Various factors affect tourists’ revisits. One of the effective factors is the tourist experience. The tourism experience is a continuous process that occurs before, during, and after visiting a destination. A satisfied travel experience affects tourists’ revisits of a tourist destination. Tourism development can improve the quality of life and travel as a source of happiness. The search for innovation and quality tourism has become a new type of life experience that is often considered as a way to achieve happiness. Previous studies have examined the effects of destination value and tourist participation on tourist happiness. The main application of customer-brand engagement is in the field of services, where a lot of participation is formed among customers, service employees, and other customers. Value co-creation has an impact on the impact of tourist experience on customer engagement. According to the research, value co-creation has a moderating effect on the results of experiences. One of the tourist destinations in the country is the city of Isfahan. This city has a high potential for attracting tourists and developing tourism due to its geographical, natural, artistic, historical, social, cultural, scientific, and economic attractions. One of the main challenges of the tourism industry in Isfahan is to get tourists to visit again and create enthusiasm in them to visit all the tourism potentials of the city. This issue requires the need to pay attention to the tourism industry in Isfahan and provide appropriate services in order to create a memorable and satisfied experience of the trip. On the other hand, considering the importance of tourists' happiness and engagement and the important role it plays in creating their satisfaction, the main question of the present study is: What is the effect of a satisfied travel experience on the intention to revisit, considering the mediating role of tourists' happiness and engagement? And is value co-creation able to moderate the effect of a satisfied travel experience on tourist engagement? 2. Methodology The present study is applied in terms of its purpose and descriptive-survey in terms of its data collection method. The statistical population in this study is tourists in Isfahan. Sampling was carried out by convenience and to explain the sample size, the Cochran formula (with a confidence interval of ∝=0.5 and a p=q=0.5) was used to determine the sample size, assuming sampling from an unlimited population. The sample size was determined to be 384; for better calculations, 400 questionnaires were distributed and collected. The research scales for measuring the variables were first extracted from theoretical foundations, and then a questionnaire was designed based on the Likert spectrum. The questionnaire includes the constructs of satisfied tourist experience of travel and happiness, tourist happiness, and repeat visit taken from Pai et al. (2020) and participation and co-creation of value taken from Rather (2021) and Rather et al. (2022). The questionnaire questions have been adjusted by the authors. The face and content validity of the questionnaire was reviewed and approved by academic experts. Also, to ensure the reliability of the measurement scales, Cronbach's alpha value was calculated. Structural equation modeling was used to analyze the data. 3. Results The results show that a satisfied travel experience has a positive and significant effect on tourist engagement and happiness, and tourist engagement and happiness have a positive and significant effect on revisiting. Value co-creation is able to moderate the effect of tourist experience on tourist engagement. The findings of this study help tourism industry officials to prepare the ground for revisiting by providing satisfied travel experiences, increasing engagement and happiness, and co-creating value for tourists. 4. Conclusion In the competitive arena, tourism marketers try to outdo their competitors by providing satisfactory services to create a memorable and memorable experience for tourists. Revisiting and creating satisfactory experiences is a desirable solution for the improvement and survival of brands in competitive and critical conditions. Satisfactory experiences can affect the happiness and participation of tourists, make them interested in the brand and lead to repeat visits. On the other hand, tourism businesses should be aware of the desired results of co-creation of value through tourists. In other words, they should pay attention to the new paradigm in satisfactory experiences and a participatory approach from the perspective of tourists during interaction and relationships with the brand in their strategies. By providing better services to tourists, taking into account their desires and tastes, they can create memorable and memorable trips for them and provide satisfactory experiences before, during and even after the trip, and provide grounds for their greater happiness and participation. According to the research results, customer engagement and happiness are critical factors for repeat visits, which is important and can be implemented through the development of customer relationships and the tourism brand. Funding There is no funding support. Authors’ Contribution All authors approved the manuscript’s content and agreed on all aspects of the work. Conflict of Interest The authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants who contributed to this paper.
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