مطالعۀ اثرات کیفیت فضای ‌همگانی در وفاداری گردشگران با تعدیلگری نقش جنسیت

فضاهای همگانی به‌منزلۀ مقاصد مهم گردشگری نقش بسزایی در توسعۀ پایدار گردشگری دارند. هدف اصلی تحقیق ارزیابی تاثیرات کیفیت‌های فضای همگانی در وفاداری گردشگران است. بافت‌های‌تاریخی قصبه و روستای ریاب در شهرستان گناباد با توجه به جاذبه‌های منحصر‌به‌فرد گردشگری آن‌ها به‌عنوان محدودۀ تحقیق انتخاب  شدند. از پیمایش مقطعی برای انجام پژوهش استفاده  شد. ابزار پژوهش پرسش‌نامۀ محقق‌ساخته بود. پایایی اولیۀ پرسش‌نامه ازطریق ضریب آلفای کرونباخ (96/0 = α) و روایی صوری توسط متخصصان تایید  شد. حجم نمونه با استفاده از نرم‌افزار جی‌پاور با توان 85درصد به‌ دست ‌آمد. برای تحلیل داده‌ها از تحلیل ‌عامل‌ اکتشافی و مدل‌سازی ‌‌معادلات ‌‌ساختاری حداقل مربعات جزئی بهره‌گیری شد. از میان مولفه‌های فضای ‌همگانی شامل فرصت‌های تفریح و استراحت، دسترسی به امکانات، امنیت و نگهداری، و کیفیت ‌‌اجتماعی، فقط امنیت و نگهداری در وفاداری گردشگران تاثیر مستقیم داشت (208/ 0= β و 02/0 = p-value). علاوه بر این، کیفیت‌های فضای ‌همگانی به‌جز امنیت و نگهداری، با نقش میانجی رضایت در دل‌بستگی تاثیر داشتند (05/0 > p-value). دسترسی به امکانات (051/0= β) و کیفیت ‌اجتماعی (069/0= β)، نیز با میانجی کلی رضایت و دل‌بستگی به‌صورت غیر‌مستقیم در وفاداری موثر بودند (05/0 > p-value). درمجموع فرصت‌های تفریح و استراحت (301/0= β) امنیت و نگهداری (294/0= β) و دسترسی به امکانات (214/0= β)، به‌ترتیب بیشترین تاثیر کل معنادار (05/0 > p-value) را در وفاداری داشتند. همچنین در تاثیر امنیت و نگهداری در وفاداری، جنسیت نقش تعدیلگر داشت. راهبردهای سامان‌دهی فضای همگانی مانند افزایش کاربری‌های تفریحی و توسعۀ فضاهای سبز و بوستان‌ها با استفاده از گیاهان بومی پیشنهاد‌  شده ‌است.

a study on the effects of public space quality on tourists’ loyalty with the moderating role of gender

as important tourist destinations, public spaces play a significant role in the sustainable development of tourism. the main purpose of the research is to evaluate the effects of public space qualities on tourists’ loyalty. the historical contexts of ghasabeh and riab village in gonabad county were chosen as the research setting due to their unique tourist attractions. a cross-sectional survey and a questionnaire tool were used to conduct the research. the initial reliability and validity of the questionnaire were confirmed by cronbach’s alpha coefficient (α = 0.96) and experts, respectively. the sample size was obtained using gpower software with a power of 85%. exploratory factor analysis and partial least squares structural equation modeling were conducted for data analysis. among the components of public space, including opportunities for recreation and relaxation, access to facilities, security and maintenance, and social quality, only security and maintenance had a direct impact on tourists’ loyalty (β = 0.208, p-value = 0.02). access to facilities (β = 0.051) and social quality (β = 0.069) also indirectly affected loyalty with the full mediation of satisfaction and attachment (p-value < 0.05). in total, recreation and relaxation opportunities had the greatest significant overall effect on loyalty (β = 0.301), security and maintenance (β = 0.294), and access to facilities (β = 0.214) came after that in order. besides, gender had a moderating role in the effect of security and maintenance on loyalty. strategies have been proposed such as increasing recreational land uses and parks by using native plants. keywords: public space qualities, destination loyalty, place attachment, destination satisfaction, perceived environment 1. introductiontoday, the tourism industry is known as a leading industry in the world, and its development has attracted the attention of many societies. public spaces as tourist destinations can play an important role in the sustainable development of tourism. in line with the sustainable development of tourism, the satisfaction and attachment of tourists to the tourist destination is of great importance; because satisfaction with the destination can lead to attachment, and tourists’ attachment to the destination increases their loyalty. the loyalty of tourists to the destination can also lead to the continuity of tourism over time. the main research aim is to evaluate the impact of public space qualities on tourists’ satisfaction, attachment, and loyalty both directly and indirectly. 2. literature reviewmost of the studies have examined the direct effect of public space characteristics as part of the destination image only on tourists’ satisfaction, and limited studies have measured the direct effect of public spaces on tourists’ attachment and satisfaction. also, most of the previous studies have examined the effect of attachment on satisfaction, and fewer studies have oppositely measured this effect, in the form of the effect of satisfaction on attachment.in many researches, some qualities of public space include physical qualities such as security, weather, temperature, attractiveness, natural scenery and perspectives, cleanliness, ease of access, the existence of restaurants and residences, and social qualities such as the hospitality of the host people is considered as a subset of the destination image (akroush et al., 2016; chi qu, 2008; rajesh, 2013). loyalty is a committed behavior that refers to the lifelong behavior of tourists visiting the destination over time, not just as a point where today’s visit may not necessarily be related to the previous visit (jamaludin et al., 2012). tourist satisfaction is based on the fit between his expectation of the destination and the result of evaluating the experience at the destination, which is the result of comparing his previous mental images of the destination and his experience at the destination (lee xue, 2020). attachment is defined as a set of positive beliefs and emotional ties of a person to a specific tourist destination (japutra, 2020). 3. methodologyconsidering the potential of attracting tourists in the historical context of gonabad town and the historical village of riab, these areas were considered as the study areas. to conduct the research, a cross-sectional survey method was used, and a paper and online questionnaire were used to collect data. the sample size of 113 respondents was obtained using gpower software with 85% power and 95% confidence. the convenience sampling method was used to select the respondents. exploratory factor analysis and full structural equation modeling were conducted for data analysis using spss and smartpls software. principal component analysis with varimax rotation was conducted to obtain the components of public space physical qualities. also, a common method bias test was performed to check the error of the same method, using principal components analysis on all items of independent and dependent variables. to evaluate the structural model, the colinearity criteria of the exogenous variables, the coefficient of determination of the model, the effect size of the variables, the predictive power of the model, and the direct relationships between the variables were investigated. to investigate the moderating role of gender, a multi-group analysis method was used. 4. resultsthe number of three components with an eigenvalue above one was obtained according to the kaiser criterion in the data. together, the components explained 68.68% of the variance, which is higher than 60% and desirable (hair et al., 2019b). component 1 represents the opportunities of the environment for recreation and relaxation, component 2 represents access to facilities, and component 3 represents security and maintenance.among the components of public space including opportunities for recreation and relaxation, access to facilities, security and maintenance, and social quality, only security and maintenance had a direct effect on the loyalty of tourists, and only this component had not a direct impact on tourists satisfaction from the destination. additionally, the qualities of public space, except for security and maintenance, affected attachment with the mediating role of satisfaction. they also indirectly affected loyalty with the full mediation of satisfaction and attachment. furthermore, satisfaction affected loyalty only through attachment.the hypotheses of the effect of recreation and relaxation opportunities on satisfaction and