درک تأثیر تصویر شناختی، تجربه عاطفی و دلبستگی به مکان بر قصد دیدار مجدد از شهر کربلا در عراق به عنوان یک مقصد گردشگری مذهبی

نوع مقاله : علمی - پژوهشی مستقل

نویسندگان

1 گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران

2 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران

3 گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

10.22059/jut.2026.381206.1229

چکیده

هدف از این تحقیق درک تأثیر تصویر شناختی، تجربه عاطفی و دل‌بستگی به مکان بر قصد دیدار مجدد از شهر کربلا در کشور عراق بود. روش تحقیق حاضر از نوع توصیفی_علی و از استراتژی پیمایش در اجرای آن استفاده شد. داده‌های این تحقیق طی دو ماه و از بین 385 نفر از گردشگران داخلی و خارجی که برای دیدار از مکان‌های مقدس شهر کربلا در کشور عراق مراجعه کرده بودند، جمع‌آوری شد. سپس داده‌ها در نرم‌افزارهای SPSS و Smart PLS مورد تجزیه‌وتحلیل قرار گرفت. روایی محتوی بر اساس نظر اساتید و صاحب‌نظران گردشگری و روایی سازه با استفاده از روایی همگرا و واگرا و پایایی داده‌ها با استفاده از پایایی ترکیبی ارزیابی و تائید شد. یافته‌ها نشان دادند که تصویر شناختی مقصد و دل‌بستگی مکان بر نگرش نسبت به مقصد و وفاداری به مقصد تأثیر می‌گذارند. از طرفی دیگر تجربه حسی بر وفاداری تأثیر می‌گذارد ولی بر نگرش نسبت به مقصد تأثیری ندارد. درنهایت وفاداری بر قصد دیدار مجدد تأثیر می‌گذارد اما نگرش بر قصد دیدار مجدد تأثیر نمی‌گذارد. در گردشگری مذهبی دیدار از مکان گردشگری نوعی عبادت تلقی می‌شود و اعتقاد بر این است. در این میان بر اساس یافته‌های تحقیق تأثیر عوامل شناختی و عاطفی و دل‌بستگی به مکان بر وفاداری و قصد دیدار مجدد از مکان گردشگری مذهبی قابل‌ملاحظه است. ازآنجاکه شهر کربلا یکی از مهم‌ترین مقاصد گردشگری مذهبی در جهان است نتایج حاصل از این پژوهش می‌تواند به سیاست‌گذاران و فعالان صنعت گردشگری و بخصوص گردشگری مذهبی در زمینه برنامه‌ریزی مناسب و ارائه خدمات بهتر به گردشگران مذهبی و بخصوص گردشگران شهر کربلا و زائران مکان‌های مقدس این شهر کمک شایانی کند.

کلیدواژه‌ها

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نشریه گردشگری شهری
دوره 13، شماره 1
فروردین 1405
صفحه 127-144

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