اثر بهبود امنیت اجتماعی بر تمایل به سفر با تاکید بر خدمات‌رسانی پلیس و اعتماد به برند مقصد گردشگری

امروز پلیس گردشگری در بیشتر شهرها و مقاصد گردشگری دنیا رواج دارد و تاثیر بسزایی در بهبود خدمات گردشگری داشته است. این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی پیمایشی است. جامعۀ آماری این پژوهش را کلیۀ گردشگران داخلی و خارجی تشکیل می‌دهند که در سال 1398 وارد جزیرۀ قشم شده‌اند و در اماکن گردشگری حضور داشته‌اند. با توجه به جامعۀ آماری مدنظر، حجم نمونۀ آماری 384 نفر برآورد شده است. روش نمونه‌گیری از جامعۀ آماری، غیراحتمالی یا دردسترس بوده و روش تحلیل کمّی است. داده‌ها با نرم‌افزارهای اس‌پی‌اس‌اس و آموس انجام شده است. یافته این پژوهش نشان می‌دهند که بر خدمات‌رسانی پلیس گردشگری و فعالیت‌های جمعی آنلاین بر کاهش محرومیت نسبی اثرگذار بوده و بهبود امنیت اجتماعی، کاهش خشم گروهی و تمایل به سفر با کاهش محرومیت نسبی ادراک‌شده رابطۀ مستقیم و مثبتی دارند. نتایج تحقیق حاکی از آن است که بهبود امنیت اجتماعی و خدمات‌رسانی پلیس گردشگری در کاهش محرومیت نسبی گروهی ادراک‌شده تاثیر مثبت و معناداری دارد. همچنین، یافته‌ها نشان می‌دهند که کاهش محرومیت نسبی گروهی ادراک‌شده بر کاهش خشم گروهی و اعتماد به مقصد اثرگذار است؛ بنابراین می‌توان این‌گونه بیان کرد که خدمات‌رسانی پلیس گردشگری باعث می‌شود صاحبان مقاصد و سایت‌های گردشگری تخلفی نکنند یا بسیار کمتر این کار را انجام دهند و مجبور به اجرای قانون شوند.

the effect of improving social security on the desire to travel with an emphasis on police service and trust in the tourism destination brand

abstracttoday, the tourism police is widespread in most cities and tourist destinations in the world and has had a significant impact on improving tourism services.this study is applied in terms of purpose and is descriptive and descriptive in terms of its method. the statistical population of this study is all domestic and foreign tourists who entered qeshm island in 2019 and were present in tourist places. according to the statistical population, the sample size is estimated 384 people. the sampling method is non-probability or available and the method is quantitative analysis. the results of this study show that the services of tourism police and online collective activities have a direct and positive effect on reducing relative deprivation and improving social security, reducing group anger and desire to travel have a direct and positive relationship with the reduction of perceived relative deprivation. the results of this study indicate that improving social security and services of tourism police has a positive and significant effect on reducing perceived group relative deprivation. also, the findings showed that reduction of perceived group relative deprivation has an effect on reducing group anger and trust in destination; therefore, it can be stated that the service of the tourism police prevents owners of destinations and tourist sites from violating or much less doing so and forcing them to enforce the law.1. introductionrelative deprivation is a category that consists of two parts: deprivation and relativity. exclusion in the sense that a person or, more specifically, tourism is deprived of a right, or in other words, his rights and rights have been lost, and relativity means that this may not have happened to everyone or has not been experienced in the same way) smith and pettigrew, 2015). in addition, several studies have been conducted on online collective activism, including condemning the misconduct of tourism organizations (su et al., 2019) and protecting consumers’ rights (lu et al., 2018). they may also demand a ban on tourism in that destination (shahir, inesh and kar, 2018). and tourists may decide to travel to that destination in the future (jay et al., 2019). besides these, in order to protest against the violation by the tourism destination or site, when mass media supports people and tourists, they actively participate in media environments in online activities (lu, jai and chiu, 2010). the deployment of the tourism police and its services will lead to a drastic reduction in violations in tourist spaces and places, and despite the police services, transparency and assurance regarding the abuse of tourist rights and relative deprivation prevails, targeting the managers and owners of tourism places. this research examines the reduction of perceived relative deprivation based on tourism police services and online activities of tourists, this research is a new topic and will contribute to the category of reducing relative deprivation in the tourism industry. also, despite the establishment of tourism police and support for tourists in social media, tourists’ trust in destinations will increase and the path of development and marketing in this industry will be smoother for the country. due to its effect on the participation of tourists in the media environment, it has not been done.2. literature reviewthe theory of perceived relative deprivation states that when a person or a group compares themselves with other people or groups and in this comparison, they find their lack, discrimination or deprivation, and this leads to feelings of frustration, anger (power, 2018),. relative deprivation highlights the fundamental comparative nature of human judgment and uses this category as a basis for understanding emotions and social activities, whether in the normal environment or in the media environment or online; in other words, in terms of terms, this theory suggests that people do not experience dissatisfaction, anger, and whether their life conditions are good versus bad, but rather based on whether these conditions are better or worse than other conditions. (power et al., 2020). the conceptual model of this research is to reduce the relative deprivation of the perceived group through the improvement of social security and the provision of tourism police services and its effect on the reduction of group anger, trust in the destination, the desire to travel and goal- and behavior-oriented online collective activities with an emphasis on qeshm island. puts. considering the various types of security in relation to social security and relative deprivation, in the model of this research, it investigates the relationship between cultural, financial, psychological and legal security surrounding the improvement of social security and the reduction of relative deprivation and explains the effectiveness of each. also, it has addressed the role of tourism police services in providing a platform to reduce perceived relative deprivation and improve social security through accountability, social competence, empathy, assurance and transparency.it is natural that safety and security concerns bring tourists with various risks (asley and boileau, 2009) and the need for security, which is in the second stage of maslow’s hierarchy of needs, is felt. many studies in the field of tourism police services have been conducted by researchers (rabbani et al., 2019). these studies show the activities and services of the tourism police that can help ensure the safety of tourists and protect them from possible dangers. it can include things like careful monitoring of tourism service infrastructures such as hotels and restaurants, creating a sense of security in tourist spaces and providing guidance and awareness of local values and laws and regulations to tourists, as well as dealing with violations committed by or against tourists. (rabbani et al., 2018). with the presence of the tourism police, tourists will feel safe financially, socially and psychologically. also, the owners and employees of tourist places, despite the specific prices, can no longer oversell or increase the prices. on the other hand, the category of relative deprivation in the destination will either not exist or will occur rarely.3. methodologythis research is practical in terms of purpose and is classified as descriptive-analytical and survey research in terms of method. the required information was obtained through field (questionnaire) and library methods. the statistical population of this research is all domestic and foreign tourists who entered qeshm island in 2018 and were present in tourist places. considering that the number of people in the statistical population was uncertain, the number of statistical samples based on cochran’s formula with a probability of error of 5% for qeshm island was considered to be 384 people. the sampling method from the statistical population is a non-probability or available quantitative analysis method. the data was analyzed using spss and amos software. to measure the reliability of items, cronbach’s alpha coefficient, which is known as one of the reliability coefficients, has been used.4. resultsthe findings of the research showed that the provision of tourism police services and online collective activities have a positive and significant effect on the reduction of the perceived relative deprivation of the group and lead to the reduction of group anger, trust in the destination and willingness to travel. in another study, jai et al. (2020), reached the conclusion that the perceived relative deprivation of a group has an effect on group anger, trust in the destination and willingness to travel with regard to collective activities. the reason for choosing this topic was to investigate the role of online collective activities and tourism police services in reducing the perceived relative deprivation of its group type among tourists, which has been very little, especially in iran, in the tourism industry, so that in some cases this issue is ignored. therefore, it examines the reduction of perceived relative deprivation based on the services provided by the tourism police and the online activities of tourists. it is a new issue and will contribute to the category of reduction of relative deprivation in the tourism industry.5. conclusionthe results of the research indicate that the improvement of social security and the provision of tourist police services have a positive and significant effect on the reduction of the relative deprivation of a perceived group. also, the findings showed that reducing perceived relative group deprivation has an effect on reducing group anger and trust in the destination; therefore, it can be said that the provision of tourism police services makes the owners of tourist destinations and sites not commit violations or much less do it and have to enforce the law. following this trend, tourists’ confidence in the destination will increase and marketing and attracting tourists will be easier.the results of the research showed that goal-oriented online collective activity and behavior-oriented online collective activity have an effect on the desire to travel, the desire to travel among tourists will decrease and the image of the destination in their minds will be unfavorable. according to the conceptual model and explanations provided, tourism police services and online collective activities are effective in reducing perceived group relative deprivation and improving social security for tourists and even the general public, and are related to trust and willingness to travel as well as reducing group anger. in order to reduce perceived relative deprivation and prevent violations, the application and establishment of tourism police services to support tourists and prevent violations and unethical behaviors with them can have a positive effect on trust in the destination. in addition, tourists will feel more social, psychological, and financial security, and as a result, tourists will be willing to travel again due to satisfaction and peace of mind at the destination.the results of the research indicate that the improvement of social security and the provision of tourist police services have a positive and significant effect on the reduction of the relative deprivation of a perceived group. also, the findings showed that reducing perceived relative group deprivation has an effect on reducing group anger and trust in the destination; therefore, it can be said that the provision of tourism police services makes the owners of tourist destinations and sites not commit violations or much less do it and have to enforce the law. following this trend, tourists’ confidence in the destination will increase and marketing and attracting tourists will be easier. van zumren and lair, (2009), lu and jai, (2017), oates et al., (2013) reached similar results. in this research, we came to the conclusion that reducing group anger and trust in the destination has a positive effect on goal-oriented online collective activity, willingness to travel and behavior-oriented online collective activity.