گردشگری داخلی در میانه پاندمی کوید-19: نقش عوامل جمعیت‏شناختی و اهداف سفر

نوع مقاله : علمی - پژوهشی مستقل

نویسندگان

1 مدرس مدیریت گردشگری، دانشگاه یزد، یزد، ایران

2 استادیار مدیریت گردشگری، دانشگاه شیراز، شیراز، ایران

چکیده

هدف از این مطالعه بررسی تاثیر ویژگی‏ های جمعیت‏شناختی گردشگران داخلی ایران بر نیت سفر آنان در دوران پاندمی کوید-19 و متغیرهای اثرگذار بر آن (ریسک ادراک شده، نگرش به اجتناب از ریسک و فراوانی سفر گذشته) بوده است. هم‏چنین، اهداف سفر گردشگران بر اساس ویژگی‏های جمعیت‌شناختی آنان مقایسه شده است. نمونه‏ گیری با استفاده از روش نمونه ‏گیری در دسترس احتمالی انجام شده است. داده‌ها از شهریور تا مهر 1399 و با استفاده از پرسشنامه محقق ساخته آنلاین گردآوری شده است. حجم نمونه 383 نفر بوده است. پایایی پرسشنامه بر اساس مقادیر آلفا کرونباخ تایید شده است. به دلیل استخراج گویه‏های پرسشنامه از ادبیات، روایی محتوا تایید شده است. داده‌ها با استفاده از روش‌های آمار توصیفی، آزمون t- test، ANOVA و تحلیل رگرسیون تجزیه و تحلیل شده است. یافته ‏ها وجود تفاوت‏های مرتبط با جنسیت در نیت سفر، نگرش نسبت به اجتناب از ریسک، ریسک ادراک شده و فراوانی رفتار گذشته را تایید کرد. گروه‏های سنی از لحاظ نیت سفر و ریسک ادراک شده تفاوت معناداری نداشتند، اما از نظر نگرش به اجتناب از ریسک و فراوانی سفر گذشته تفاوت معناداری نشان دادند. نیت سفر و نگرش به اجتناب از ریسک از نظر میزان درآمد با یکدیگر تفاوت داشتند. فراوانی سفر گذشته، نگرش به اجتناب از ریسک و ریسک ادراک شده از نظر مراحل زندگی خانوادگی با یکدیگر تفاوت داشتند. تنها متغیری که با توجه به میزان تحصیلات تفاوت داشت، نیت سفر بود. نتایج نشان داد که به ترتیب 5%، 6%، %11 و 5% از تغییرات در نیت سفر، ریسک ادراک شده، نگرش به اجتناب از ریسک و فراوانی سفر گذشته را می‏توان با توجه به متغیرهای جمعیت‏شناختی توضیح داد. نتایج حاکی از وجود تفاوت‏های معنادار در اهداف سفر بر اساس ویژگی‏های جمعیت‏شناختی بود. این یافته‏ها به افزایش آگاهی سازمان‏های بازاریایی مقصد در مورد رفتارهای گردشگران داخلی در دوران پاندمی کوید-19 کمک می‏کند.

کلیدواژه‌ها

مراجع

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نشریه گردشگری شهری
دوره 9، شماره 1
اردیبهشت 1401
صفحه 103-117

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