تحلیل عوامل وفاداری به مقصدهای سبز: مورد تفرجگاه اندبیل در شهرستان خلخال

اکوتوریسم جز انواع گردشگری سبز محسوب می‌شود. توسعه اکوتوریسم منجر به رقابت شدید میان مقصدهای اکوتوریستی می‌شود. از طرفی جذب و حفظ مشتریان موجود، محور اصلی هر کسب و کار و مقصدی محسوب شده و عنصر کلیدی در بقای آنها است. ارزش‌ادارک‌شده، تجربه، دلسبتگی به مقصد و خاطره از مقصد از عوامل اصلی در رفتارهای آتی گردشگران هستند. لذا این پژوهش در پی بررسی این عوامل بر وفاداری گردشگران منطقه مورد مطالعه است. جامعه آماری گردشگران و اکوتوریست‌هایی هستند که از تفرجگاه اندبیل بازدید داشته‌اند. تحقیق حاضر جزو تحقیقات توصیفی- تحلیلی است. ابزار گردآوری داده‌ها پرسش‌نامه است که شامل سازه‌های مختلفی از جمله ارزش ادراک‌شده، تجربه، دلبستگی به مقصد، وفاداری به مقصد و خاطره از مقصد می‌باشد. ابزار تحلیل داده‌ها نرم‌افزار معادلات ساختاری smart-pls است. پایایی سازه‌های با استفاده از آلفای کرونباخ و پایایی مرکب بررسی و مورد تایید قرار گرفت. تعداد 400 پرسش‌نامه به صورت الکترونیکی تکمیل شد. نتایج نشان می‌دهد که نقش دلبستگی به مقصد و تجربه، پر رنگ‌تر از ارزش ادراک شده است و دلیل آن نبود خدمات خاص برای ارائه به گردشگران در این منطقه است. در همین راستا فرضیه ارزش ادراک‌شده بر دلسبتگی به مقصد رد شد. در راستای نتایج، پژوهش پیشنهاد می‌شود که کیفیت خدمات ارائه شده در این تفرجگاه ارتقا یابد تا بر وفاداری گردشگران موثر گردد.

analysis of factors influencing loyalty to green destinations; a case study of andebil tourism region in khalkhal county

introduction:ecotourism is an activity that takes place in natural and pristine destinations and one of its important goals is to gain knowledge about natural life, enjoy local cultures, and of course preserve the quality of natural environments. this area has gained some importance and due to its role in sustainable development, the united nations named 2002 as the year of ecotourism. one of the ecotourism destinations of khalkhal county is andabil resort. this resort is one of the pristine and scenic areas of this city, which is located near khalkhal. this resort has trees such as oaks and has been attracting the attention of local people and tourists since the early 80s with the road construction done by the relevant bodies. from the point of view of tourists, effective key components play a role in ecotourism destinations, among which we can mention the perceived value, appropriate experience, attachment to the destination and memory of the destination. in consumer behavior, loyalty is considered the concept of commitment to a specific product. therefore, it can be said that in the field of tourism, tourist loyalty to a destination means the tourist’s commitment to a specific destination. therefore, the purpose of the current research is to explain the role of these factors in the loyalty of tourists to this ecotourism destination.materials and methods:this article is a descriptive-analytical article that is included in applied research. this research, from the point of view of philosophy, is among positivist research. the research strategy is survey research and the research method is quantitative. the statistical population is tourists who have visited andabil resort. 300 questionnaires were completed electronically. the research questionnaire includes various items, including perceived value (3 questions), experience (4 questions), destination attachment (4 questions), destination loyalty (3 questions) and destination memory (3 questions). the tool used for data analysis is smart-pls structural equation software. andabil resort, which is known as mir adel balaghi among local people, is located in the east of khalkhal city. its distance from khalkhal center is five kilometers. this resort is surrounded by different talash mountains and therefore has given it a special visual appeal. it has given historical and cultural value due to the existence of some historical monuments such as the foundation of the castle and the fire temple (jafarnejhad, 2016: 140). this area is popular with many tourists in spring and summer. local people use it as a natural ski resort in winter and in case of favorable snowfall.findings:the results show that the questionnaire questions have factor loadings with high scores. another result presented in this table is reliability, convergent validity and divergent validity.