تعدیل گری تبلیغات رسانه ای بر رابطه بین نگرش مردم و پیامدهای گردشگری (مطالعه موردی: دهستان دشت ارژن)

گردشگری یک رسانه است و گردشگران بهترین ابزار رسانه ای برای مناطق گردشگر پذیر محسوب می شوند. با این حال در پژوهش های مرتبط با گردشگری روستایی توجه زیادی به تبلیغات رسانه ای نشده است. هدف پژوهش حاضر، بررسی پیامدهای اقتصادی، اجتماعی و زیست محیطی گردشگری بر کیفیت زندگی مردم محلی با نقش تعدیلگری تبلیغات رسانه ای بوده است. پژوهش از لحاظ هدف، توصیفی و از نوع همبستگی است. جامعه آماری پژوهش، همه روستاهای دهستان دشت ارژن شهر شیراز بوده، که از این تعداد 4 روستا به عنوان نمونه آماری انتخاب شده و پرسشنامه بین آن ها توزیع شد. روایی محتوای پرسشنامه با استفاده از نظرات 10 نفر خبره و به روش دلفی فازی استفاده شد. برای سنجش پایایی پرسشنامه از پایایی مرکب، آلفای کرونباخ و میانگین واریانس استخراج شده استفاده شده است. برای بررسی اثر تعدیلگری تبلیغات رسانه ای از نرم افزارlisrel استفاده شده است. نمونه آماری به دو گروه تقسیم شده و مدل ساختاری پژوهش با لحاظ کردن و عدم لحاظ کردن اثر تعدیلگری بررسی شد. نتایج پژوهش نشان داد بدون لحاظ تعدیلگری تبلیغات رسانه ای، نگرش مردم محلی نسبت به پیامدهای گردشگری، با عدد معناداری 9.93 برای پیامد اقتصادی، 8.19 برای پیامد اجتماعی و 7.37 برای پیامد محیطی مثبت بوده و این پیامدها تاثیر مثبت و معناداری بر کیفیت زندگی آنان دارد. اما با تعدیلگری تبلیغات رسانه ای گروه اول در مقایسه با گروه دوم، متغیر تعدیلگر توانسته است رابطه بین نگرش مردم محلی و پیامدهای اقتصادی را با ضریب تاثیر 0.39 و عدد معناداری 2.97 تعدیل کند. رابطه بین نگرش مردم محلی و پیامدهای اجتماعی و زیست محیطی هر دو با عدد معناداری 1.33 تعدیل نشده است. همچنین تبلیغات رسانه ای نتوانسته است رابطه بین پیامدهای اقتصادی و اجتماعی بر کیفیت زندگی مردم محلی را به ترتیب با اعداد معناداری 1.3 و 0.74 تعدیل کند.

structural modeling of local people attitude towards tourism impacts by modifier role of media advertising(case study: rural district of dasht arjan)

introduction: in the following decades, tourism was considered as a tool for rural development. scientists have tried, by means of different patterns, to promote the role of tourism in the rural development. tourism become an industry, because it is one of the most job and money generating industries. moreover, tourism can create crass culturing between different people in the way of food, customs, believes. since tourism development depends on local people perception, it is important to support local people and focus on their view. on other hand, the purpose of tourism policy is improve quality of life and life's sustainability in rural societies as well. therefore in the tourist destinations tourism impacts effect on local's quality of life. another factor for tourism successful performance is media advertising. in rural tourism studies, the role of media advertising has not been investigating. tourism planning in several country show that media advertising helps to improve destination image. rural district of dasht e arjan located in shiraz and it is a tourist destination that host a lot of tourist every year, but there are not enough studies about the relationships between local attitude with tourism impacts and media advertising as well. the present study, seeks to address these questions, i.e., (1) does positive and significant relationship between local people attitude and tourism impacts? (2) does positive and significant relationship between tourism impacts and local quality of life? (3) does media advertising has modifier role in the relationships between local attitude with tourism impacts and (4) does media advertising has modifier role in the relationships between tourism impacts with local's quality of life? methodology: the rural district of dasht e arjan located in shiraz city. according to general census of population and housing by the national bureau of statistics, this district has 12 villages which has residents, so in this study 4 villages were selected. in this research, a descriptive correlation method was used and in terms of purpose, is applied research. data were analyzed with structural equation modeling (lisrel) and spss software. according to morgan table, and random sampling method, 431 people was selected. to collect data, questionnaire was used and its validity and reliability were examined by fuzzy delphi approach and internal consistency. for investigating modifier effect of media advertising we create 2 separated group. one group was 217 people (much) and another group was 214 people (low). then we investigate structural model in 2 process. first, we have investigated structural model without modifier variable, second, we have investigated structural model with modifier variable. in this paper it is the first time to use lisrel software for calculating modifier effects.results and discussionwithout considering modifier role, structural modeling results showed that the most impact path is belong to local people attitude and economic impacts. the relationship between local people attitude and tourism impacts and also quality of life have confirmed. when we created two separated group, the structural modeling was change. in group 1, the relationship between economic and social impacts with local's quality of life has not been confirmed. in group 2, the relationship between economic impacts with local's quality of life has not been confirmed. finally, we considered modifier role in structural model. results showed in group 1 compare to group 2, media advertising as a modifier variable has a positive and significant effects on the relationship between local people atittude and economic impacts. therfore it can be say that modifier role of media advertising in the relationship between local attitude with economic impacts has been confirmed. but in others, media advertising could not have modifier role. conclusionnowadays, tourism is considered as the most comprehensive service industry of the world that has acquired a special place in economic, cultural, social, and political realms. tourism can have both positive and negative impacts on host destinations. when destinations promoted by tourism industry, several changes will be revealed. this change could be economic, social and environmental. destination management organization (dmo) has main responsibility to control these changes. this organizations should increase local benefits and decrease environmental damages. beside this, local people have important role in tourism decision making process. dasht e arjan (arjan plain) has high potential for rural tourism development. but it is important to investigate tourism impacts in the same time. media advertising is an important factor for promoting this region. media advertising can use as a marketing means for all stakeholders. both local people and government can take profit. economic growth help to progress quality of life. the level of local income, buy ability and hygienic are the indicators of quality of life. so by increasing economic condition, these indicators will be improve. the quality of advertising is an important factor for showing destination image. in order to response to any negative advertising, it should be use of tourism elite's guidelines.