بررسی تأثیر عوامل مؤثر بر اجرای موفق رویدادهای فرهنگی از دیدگاه گردشگران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 استاد مدعو گروه مدیریت بازرگانی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 دانشجوی کارشناسی ارشد، مدیریت بازرگانی گرایش جهانگردی، دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

گردشگری رویداد، یکی از راهبرد‌های مهم برای توزیع گردشگری به‌صورت عادلانه و منظم در مناطق و زمان‌های مختلف در کشور محسوب می‌شود. این پژوهش، به پرشدن شکاف پژوهشی در حوزۀ رویدادهای فرهنگی کمک می‌کند و در آن، تأثیر عوامل مؤثر بر اجرای موفق رویداد جشن سده در استان کرمان بررسی می­شود. پژوهش از نظر هدف، کاربردی و از لحاظ جمع‌آوری اطلاعات، توصیفی- پیمایشی است. جامعة آماری، گردشگران حاضر در جشن هستند و برای تحلیل فرضیه­های مدل و نیز آزمون روابط بین متغیرها، از رویکرد مدل‌سازی معادلات ساختاری مبتنی­بر حداقل مربعات جزئی استفاده شده است. برای تجزیه و تحلیل داده‌های پژوهش، 109 پرسشنامة درست جمع‌آوری و با نرم‌افزار Smart-PLS تحلیل شد. مطابق نتایج، از میان سه عامل مؤثر، کیفیت اجرا بیشترین اثر را بر رضایت، تصویر مقصد و تجربة به‌یادماندنی در ذهن گردشگران دارد و سایر متغیرها، در سطح اطمینان 95 درصد، اثر معناداری بر شاخص‌های اجرای موفق ندارند.

کلیدواژه‌ها

عنوان مقاله [English]

Study of Effective Factors on The successful implementation of cultural events from the perspective of tourists, Case study SADEH celebration

نویسندگان [English]

  • Mohsen Nazari 1
  • Zahed Ghaderi 2
  • Seyede Forozande Fazlavi 3
1 Department of Business Management, Faculty of Management, University of Tehran
2 Guest professor., Department of Business Management, Faculty of Management, University of Tehran
3
چکیده [English]

Today event tourism is an important strategy for distributing tourism accurate and square in different areas and in different times. This research helps to fulfill the research gaps in terms of cultural events and also will try to survey the sensational elements in order to have a successful implement every year in Kerman province for Sadeh celebration. The research in terms of goal is practical and in terms of information is describing. The statistic society research, the tourists will be in the celebration for analyzing the theories and examining the relation between researches variables from approach making model of the structural equivalents for partial least square or PLS to be used. . For analyzing data of the research totally 109 questioners was correctly gathered and also analyzed by Smart-PLS software. The results has shown that from these three important elements, executing quality has got the most effective in terms of satisfaction, destination image and memorable experience to the minds of the tourists. The other variables of the research cannot have a meaningful effect on the 95% confidence of Successful Executing Events Indicators.

کلیدواژه‌ها [English]

  • Cultural Events
  • Destinations images
  • Memorable experience
  • Successful Executing Events Indicators
  • Tourists Satisfaction

مراجع

  1. Agha Abbasi, Y. (2010). Sadeh, A ritual show. Journal of Iranian Studies. 9(17): 1-10. (In Persian)
  2. Ameriyan. H. & Shiva. O. (2014). Culture and ethnicities of Iran. Tehran: Jahad Daneshgaahi Press. (In Persian)
  3. Baker, D. A. & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27: 785–804.
  4. Bitner, M. J. & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality: The customers' voice. In Rust, R. T. & Oliver, R. L. (Eds.), Service quality: New directions in theory and practice (pp. 72–94). Thousand Oaks, CA: Sage Publications.
  5. Bruwer, J. (2014). Service quality perception and satisfaction: buying behaviour prediction in an Australian festivalscape. International Journal of Tourism Research, 16(1): 76-86.
  6. 6.        Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1):97-116.
  7. Chalip, L. & Costa, C. A. (2005). Sport event tourism and the destination brand: Towards a general theory. Sport in Society, 8(2): 218-237.
  8. Chen, Y. F. & Mo, H. E. (2012). Attendees' perspectives on the service quality of an exhibition organizer: A case study of a tourism exhibition. Tourism Management Perspectives, 1: 28-33.
  9. Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of travel research, 17(4): 18-23.
  10. Derrett, R. (2004). Festivals, events and the destination. Festival and events management, 32-64.
  11. Dominici, G. & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2): 3-12.
  12. Eshghi, A., Roy, S. K. & Ganguli, S. (2008). Service quality and customer satisfaction: an empirical investigation in Indian mobile telecommunications services. Marketing Management Journal, 18(2).
  13. Esu, B. B. & Arrey, V. M. E. (2009). Tourists’ satisfaction with cultural tourism festival: A case study of Calabar Carnival Festival, Nigeria. International Journal of Business and Management, 4(3): p116.
  14. Getz, D. (1991). Festivals, special events and tourism. New York, NY: Van Nostrand Reinhold.
  15. Getz, D. (2009). Event tourism: definition, evolution, and research. Tourism Management, 29: 403–428.
  16. Getz, D. (2013). Event studies. Routledge.
  17. Gharakhloo. M. (2007). Geography of tourism and leisure planning. Tehran: Jahad Daneshgaahi Press. (In Persian)
  18. Go, F. M. & Govers, R. (2000). Integrated quality management for tourist destinations: A European perspective on achieving competitiveness. Tourism Management, 21(1): 79-88.
  19. Godfrey, K. & Clarke, J. (2000). The tourism development handbook: A practical approach to planning and marketing. Cengage Learning EMEA.
  20. Hall, C.M. (1993). Hallmark tourist events: Impacts management and planning. London: Belhaven.
  21. Hawkins, d. & Best Rojer, J. (2006). Consumer behavior. McGraw-Hill.
  22. Kaplanidou, K. (2007). Affective event and destination image: Their influence on Olympic travellers’ behavioural intentions. Event Management, 10(2-3): 159-173.
  23. Kim, H. & Chen, J. S. (2015). Destination image formation process a holistic model. Journal of Vacation Marketing, 175: 503-510.
  24. Kim, J. H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism management, 44(2014): 34-45.
  25. Kim, J. H., Ritchie, J. R. B. & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1): 12-25.
  26. Lee, S.Y., Petrick, J.F. & Crompton, J.L. (2007). The roles of quality and intermediary constructs in determining festival attendees’ behavioural intention. Journal of Travel Research, 45(4): 402–412.
  27. Lee, Y. K., Lee, C. K., Lee, S. K. & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61: 56–64.
  28. Liou, D. Y. (2010). Beyond Tokyo rainbow bridge: Destination images portrayed in Japanese drama affect Taiwanese tourists’ perception. Journal of Vacation Marketing, 16(1): 5-15.
  29. McKercher, B., Mei, W. S. & Tse, T. S. (2006). Are short duration cultural festivals tourist attractions. Journal of Sustainable Tourism, 14(1): 55-66.
  30. Milman, A. (2012). Postcards as representation of a destination image: The case of Berlin. Journal of vacation marketing, 18(2): 157-170.
  31. Muganda, M., Sirima, A. & Ezra, P. M. (2013). The role of local communities in tourism development: Grassroots perspectives from Tanzania. Journal of Human Ecology, 41(1): 53-66.
  32. O’Sullivan, D. and Jackson, M.J. (2002). Festival Tourism: A contributor to sustainable local economic development, Journal of Sustainable Tourism, 10(4): 325–342.
  33. O’Toole, W.J. (2005). Engineering Events: A Comparison of the standard Project Management Methodology with the Management of Events and Festivals, M.A Thesis, University of Sydney, Australia.
  34. Papadimitriou, D. (2013). Service quality components as antecedents of satisfaction and behavioral intentions: The case of a Greek carnival festival. Journal of Convention & Event Tourism, 14(1): 42-64.
  35. Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: Multi-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 12–40.
  36. 36.     Philip, G. & Hazlett, S. A. (1996). The measurement of service quality: a new P-C.P. attributes model. International Journal of Quality and Reliability Management, 14(3): 260-288.
  37. Pine, J. & Gilmore, J. (1999). The Experience Economy. Boston: Harvard Business School Press.
  38. Pizam, A. (2010). Creating memorable experiences. International Journal of Hospitality Management, 29(3): 343.
  39. Ranjbariyan, B. & Zahedi. M. (2004). Event tourism, diversity and management. Quarterly Journal of tourism, 5: 27-51. (In persian)
  40. Reynolds, W. H. (1965). The role of the consumer in image building. California Management Review, 7(3): 69–76.
  41. Robinson, M., Picard, D. & Long, P. (2004). Festival tourism: Producing, translating, and consuming expressions of culture(s). Event Management, 8(4): 187–189.
  42. Rodríguez del Bosque, I. A., San Martín, H. & Collado, J. (2006). The role of expectation in the consumer satisfaction formation process: Empirical evidence in the travel agency sector. Tourism Management, 27(3): 410-419.
  43. Solberg, H. A. & Preuss, H. (2007). Major sport events and long-term tourism impacts. Journal of sport Management, 21(2): 215-236.
  44. Su, A. Y. L. (2004). Customer satisfaction measurement practice in Taiwan hotels. International Journal of Hospitality Management, 23(4): 397-408.
  45. Sung Moon, K., Kim, M., Jae Ko, Y., Connaughton, D. P. & Hak Lee, J. (2011). The influence of consumer's event quality perception on destination image. Managing Service Quality: An International Journal, 21(3): 287-303.
  46. Trošt, K., Klarić, S. & Ružić, M. D. (2012). Events as a framework for tourist destination branding–case studies of two cultural events in Croatia. Izlazi u samo elektroničkom izdanju: NE.
  47. Tung, V. W. S. & Ritchie, J. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4): 1367-1386.
  48. Watt, D. C. (2012). Event management in leisure and tourism. Translated by: Khoshghadam Akhlaghi & Moghaddam. Tehran: Rasa Press. (In Persian)
  49. Yeoman, I. (2004). Festival and events management: An international arts and culture perspective. Routledge.
  50. Yoon, Y. S., Lee, J. S. & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335–342.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار