بررسی میزان رضایتمندی گردشگران ساحلی از کیفیت خدمات تفریحی – ورزشی در نوار ساحلی دریای مازندران

ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺳﻬﻢ روز اﻓﺰون ﮔﺮدﺷﮕﺮی ﺳﺎﺣﻠﯽ در اوﻗﺎت ﻓﺮاﻏﺖ اﻓﺮاد ﺟﺎﻣﻌﻪ، ﺑﺮﻧﺎﻣﻪ رﯾﺰی در ﺟﻬﺖ ﺗﻘﻮﯾﺖ زﯾﺮ ﺳﺎﺧﺖ ﻫﺎی ﮔﺮدﺷﮕﺮی ﺳﺎﺣﻠﯽ و ارﺗﻘﺎی ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ- ورزﺷﯽ در اﯾﻨﮕﻮﻧﻪ ﻓﻀﺎﻫﺎ ﺑﯿﺶ از ﭘﯿﺶ ﺿﺮوری ﻣﯽ ﻧﻤﺎﯾﺪ. در ﻫﻤﯿﻦ راﺳﺘﺎ ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺑﺮرﺳﯽ ﻣﯿﺰان رﺿﺎﯾﺘﻤﻨﺪی ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ از ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ- ورزﺷﯽ در ﻧﻮار ﺳﺎﺣﻠﯽ درﯾﺎی ﻣﺎزﻧﺪران ﻣﯽ ﺑﺎﺷﺪ. روش ﺗﺤﻘﯿﻖ ﻣﻮرد اﺳﺘﻔﺎده در اﯾﻦ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ و از ﻧﻮع زﻣﯿﻨﻪ ﯾﺎﺑﯽ ﺑﻮد ﮐﻪ در ﻧﺤﻮه ﺟﻤﻊآوری اﻃﻼﻋﺎت آن از روش ﻣﯿﺪاﻧﯽ اﺳﺘﻔﺎده ﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎری ﻣﻮرد ﻧﻈﺮ را ﮐﻠﯿﻪ ﮔﺮدﺷﮕﺮان ﻣﺤﺪوده ﺳﺎﺣﻠﯽ درﯾﺎی ﺧﺰر در اﺳﺘﺎن ﻣﺎزﻧﺪران ﺗﺸﮑﯿﻞ ﻣﯽ دادﻧﺪ ﮐﻪ ﺗﻌﺪاد ﻧﻤﻮﻧﻪ ﺑﺮ اﺳﺎس ﺟﺪول ﺗﻌﯿﯿﻦ ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﻣﻮرﮔﺎن و ﻫﻤﮑﺎران ﺣﺪاﻗﻞ (384=n) ﺗﻌﯿﯿﻦ ﮔﺮدﯾﺪ ﮐﻪ اﯾﻦ ﺗﻌﺪاد ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﺗﻪ ﮔﯿﺮی ﺧﻮﺷﻪ ای- ﺗﺼﺎدﻓﯽ اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﺟﻬﺖ ﮔﺮدآوری داده ﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ اﺳﺘﻔﺎده ﺷﺪ ﮐﻪ ﭘﺎﯾﺎﯾﯽ دروﻧﯽ آن از ﻃﺮﯾﻖ ﺿﺮﯾﺐ آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ ﺑﻪ ﻣﯿﺰان 0/84 ﻣﺤﺎﺳﺒﻪ و ﺗﺎﯾﯿﺪ ﮔﺮدﯾﺪ. ﺟﻬﺖ ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت و آزﻣﻮن ﻓﺮﺿﯿﻪ ﻫﺎی ﺗﺤﻘﯿﻖ ﻧﯿﺰ از آزﻣﻮن ﭘﺎراﻣﺘﺮﯾﮏ t ﺗﮏ ﻧﻤﻮﻧﻪ و آزﻣﻮن ﻧﺎﭘﺎراﻣﺘﺮﯾﮏ ﺗﻮزﯾﻊ دو ﺟﻤﻠﻪ ای در ﺳﻄﺢ ﻣﻌﻨﺎداری 0/05≥p اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ آزﻣﻮن ﭘﺎراﻣﺘﺮﯾﮏ t ﺗﮏ ﻧﻤﻮﻧﻪ ﺑﺮای ﻣﺘﻐﯿﺮﻫﺎی ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت رﻓﺎﻫﯽ (9/52-=t)، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺗﻔﺮﯾﺤﯽ(8/36-=t) و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﺑﻬﺪاﺷﺘﯽ-درﻣﺎﻧﯽ(10/83-=t) ﻫﻤﮕﯽ در ﺳﻄﺢ ﻣﻌﻨﯽ داری 0/05≤p و ﻧﺘﺎﯾﺞ آزﻣﻮن ﻧﺎﭘﺎراﻣﺘﺮﯾﮏ ﺗﻮزﯾﻊ دو ﺟﻤﻠﻪ ای ﺑﺮای ﻣﺘﻐﯿﺮﻫﺎی ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ورزﺷﯽ، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اﻣﻨﯿﺘﯽ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻧﯿﺮوﻫﺎی اﻧﺴﺎﻧﯽ ﻣﺘﺨﺼﺺ و آﻣﻮزش دﯾﺪه ﻫﻤﮕﯽ در ﺳﻄﺢ ﻣﻌﻨﯽ داری 0/05≥p ﻧﺸﺎن ﻣﯽ دﻫﺪ ﮐﻪ ﮔﺮدﺷﮕﺮان ﻧﻮار ﺳﺎﺣﻠﯽ درﯾﺎی ﻣﺎزﻧﺪران، ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت اراﺋﻪ ﺷﺪه در ﺗﻤﺎﻣﯽ ﻣﻮﻟﻔﻪ ﻫﺎی ﻣﺬﮐﻮر را در ﺳﻄﺢ ﭘﺎﯾﯿﻦ ﺗﺮ از ﻣﺘﻮﺳﻂ ارزﯾﺎﺑﯽ ﻧﻤﻮده و از وﺿﻌﯿﺖ ﻣﻮﺟﻮد اﻇﻬﺎر ﻧﺎرﺿﺎﯾﺘﯽ داﺷﺘﻪ اﻧﺪ. ﮐﻤﺒﻮد در ﮐﻤﯿﺖ و ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت رﺳﺎﻧﯽ ﺑﻪ ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ، ﻣﻮﺟﺐ ﮐﺎﻫﺶ ﻣﺮاﺟﻌﺎت ﮔﺮدﺷﮕﺮان ﺑﻪ اﯾﻨﮕﻮﻧﻪ ﻓﻀﺎﻫﺎ ﺧﻮاﻫﺪ ﺷﺪ. ﺑﻨﺎﺑﺮاﯾﻦ اﯾﺠﺎد اﻣﮑﺎﻧﺎت و ﺗﺴﻬﯿﻼت ﻣﺘﻨﻮع در ﺳﻮاﺣﻞ ﺑﺎ ﻫﺪف ﺑﻬﺒﻮد ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﻣﯽ ﺗﻮاﻧﺪ ﻣﻨﺠﺮ ﺑﻪ ﺑﻬﺒﻮد زﯾﺮ ﺳﺎﺧﺖ ﻫﺎی ﺷﻬﺮی، ﺑﻬﺒﻮد ﺗﺼﻮﯾﺮ ذﻫﻨﯽ ﮔﺮدﺷﮕﺮان ﺳﺎﺣﻠﯽ و در ﻧﻬﺎﯾﺖ ﺳﺒﺐ ارﺗﻘﺎء ﺳﻄﺢ رﺿﺎﯾﺘﻤﻨﺪی ﮔﺮدﺷﮕﺮان ﮔﺮدد.

measuring coastal tourist satisfaction level using recreation-sport service quality parameters in the caspian sea shoreline

a growing rate of coastal tourism in leisure time necessitates to program on strengthening the coastal tourism infrastructures as well as leveraging the coastal recreation-sport service quality more than ever. in line with this, the purpose of present research was to measure coastal tourist satisfaction level using recreation-sport service quality parameters in the caspian sea shoreline. it is a descriptive survey done as a field study. the research population included the tourists in the coastal zone of mazandaran province. the sample was estimated about 384 tourists based on morgan table. the sampling was cluster random one. the instrument was a structured questionnaire and internal reliability was 0.84 calculated by cronbach's α coefficient. to analyze data and test the hypotheses, the one sample t-test and binominal test were used at the significance level of under 0/05. the results of one sample t-test showed that the welfare service quality (t= -9/52), the recreation service quality (t= -8/36), and hygiene service quality (t = - 10/83) were evaluated lower than moderate level and the tourists were not satisfied with them. moreover, the results of binominal test showed that the sport service quality, safety service quality, and human force quality service were lower than moderate level. the shortage in quantity and quality of service quality towards coastal tourists leads to decrease the number of tourists. therefore, building the various coastal facilities to leverage the service quality can cause to promote the civil infrastructures, the coastal tourist mental image, and finally the coastal tourist satisfaction.