مدل سازی محصول خلاق گردشگری: بسط مدل 4پی (افراد، فرآیند، مکان و محصول)

نوع مقاله: علمی-پژوهشی

نویسندگان

1 استادیار گروه مدیریت جهانگردی دانشگاه مازندران

2 کارشناس ارشد مدیریت جهانگردی

چکیده

محیط پویای صنعت گردشگری و نیز تغییرات آنی تقاضای گردشگران، لزوم ارایه­ی خدمات و محصولات خلاقانه را بسیار حیاتی نموده است. پژوهش حاضر با هدف بسط و ارزیابی مدل 4پی (افراد، فرآیند، مکان و محصول) در زمینه­ی خلاقیت فعالان صنعت گردشگری صورت پذیرفت. این پژوهش کاربردی، کمّی و پیمایشی می ­باشد. جامعه­ ی آماری پژوهش شامل فعالان صنعت گردشگری در شهرستان رامسر به تعداد 1009 نفر بوده است. روش نمونه­ گیری، تصادفی ساده بود و حجم نمونه از طریق جدول مورگان، 278 نفر محاسبه شد. پس از توزیع 350 پرسشنامه­، تعداد 324 پرسشنامه ­ی قابل استفاده جمع­ آوری گردید. بررسی فرضیه­ های پژوهش، از طریق تکنیک مدل­ یابی معادلات ساختاری با استفاده از نرم­ افزار لیزرل 54/8 انجام شد. یافته­ ها نشان داد که تمام روابط علّی موجود در مدل 4پی خلاقیت (تاثیرات افراد بر مکان، افراد بر فرآیند، مکان بر محصول و فرآیند بر محصول) معنادار بوده و تمامی فرضیه ­ها تایید شدند. بر اساس یافته­ ها، می ­توان نتیجه گرفت که لزوم ایجاد یکپارچگی در ویژگی­های خلاقیت (افراد، مکان، فرآیند و محصول) صنعت گردشگری ضروری بوده و تاکید بر عامل افراد خلاق و شناسایی آنها در هنگام جذب و استخدام حیاتی­ تر می ­باشد؛ زیرا آنها، زمینه­ ی بروز مکان کاری خلاق، فرآیند کاری خلاق و در نتیجه محصول خلاق را فراهم می­ سازند.

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