بررسی سازوکار اثرگذاری محدودیت‏های سفر و مدیریت بحران درک شده بر قصد سفر پس از بحران کووید-19 با در نظر گرفتن نقش متغیرهای میانجی سوگیری منفی و نگرش اعتماد (مطالعه موردی: شهر یزد)

نوع مقاله : علمی-پژوهشی

نویسندگان

1 دانشیار دانشگاه پیام نور، گروه مدیریت بازرگانی، تهران، ایران

2 بخش مدیریت جهانگردی/دانشکده اقتصاد، مدیریت و حسابداری/دانشگاه یزد

3 دانشگاه پیام نور واحد کرج، گروه مدیریت

10.22080/jtpd.2023.23549.3696

چکیده

زمینه و هدف: مطالعة حاضر با هدف بررسی درک مسافران از گردشگری در هنگام شیوع بیماری همه­ گیری کووید-19 و در نتیجه قصد خرید در آینده طراحی شده است. در حقیقت این مطالعه روابط بین محدودیت‏ های سفر، سوگیری منفی، نگرش، مدیریت بحران درک شده و قصد رفتاری پس از بحران را در مقصد گردشگری شهر یزد به بوتة آزمون گذاشته است تا بر اساس نتایج به دست آمده، امکان ارائة راهبردهای بهبود بازار گردشگری در دوران پساکرونا فراهم شود.
روش­ شناسی: در این پژوهش برای گردآوری داده‌ها از روش‏ های کتاب­خانه ‏ای و پیمایشی مبتنی بر پرسش­نامه استفاده شد. جامعة آماری پژوهش، گردشگران ورودی به شهر یزد بوده ‏است. حجم نمونه به روش نمونه‎ گیری تصادفی و به تعداد 389 نفر در نظر گرفته شد. تجزیه و تحلیل داده ­ها نیز با نرم ­افزارهای SPSS نسخه 27 و Amos نسخة 24 انجام شد.
یافته­ ها: نتایج  پژوهش نشان داد که هرچه محدودیت ­های سفر بیشتر باشد، سوگیری منفی افراد بیشتر می‌شود.
نتیجه ­گیری و پیشنهادات: بهتر است در دوران پساکرونا محدودیت­ ها از جمله قرنطینة شهرها و عدم ورود و خروج به وسیلة اتومبیل شخصی کمتر شود. کافی بودن داشتن کارت واکسیناسیون و عدم نیاز به داشتن تست کووید-19 و ... می‏ تواند از محدودیت­ ها کاسته و در نتیجه سوگیری منفی افراد را نیز کم کند. همچنین هرچه مدیریت بحران دقیق تر و بهتر انجام شود، گردشگران نگرش بهتر و اعتماد بیشتری خواهند داشت.
نوآوری و اصالت: مهمترین نوآوری تحقیق آزمون روابط بین متغیرهای تحقیق در مدل نظری پان و همکاران (2021) در یک مقصد گردشگری میراثی است که نشان داد که تمام روابط مشخص و تأیید شده در مدل مربوطه (به غیر از نقش تعدیل گری نوع مسافر در رابطه بین سوگیری منفی و قصد پس از بحران و نقش تعدیل گری وضعیت مالی در رابطة بین مدیریت بحران درک شده و نگرش-اعتماد)، در مقصد گردشگری شهر یزد و گردشگران متقاضی سفر به این شهر برقرار است. در نهایت مهم ترین دستاورد عملی این تحقیق دست­یابی به این یافته بود که تصمیم ­سازان، سیاست­ گذاران و مدیران کسب ­و ­کارها و مقصدهای گردشگری با بررسی ادراک گردشگران از بحران­هایی مانند همه­‏ گیری کووید-19، می توانند استراتژی ‏های اثربخشی را برای احیای فعالیت­ های گردشگری پساکرونا، برگزینند.

کلیدواژه‌ها

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