تأثیر ارزش مصرف غذای محلی بر قصد رفتاری گردشگران: مورد مطالعه مناطق نمونه گردشگری روستایی اورامانات در استان کردستان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانش آموخته دکتری ترویج کشاورزی، گروه ترویج و آموزش کشاورزی، دانشکده اقتصاد و توسعه کشاورزی دانشگاه تهران، کرج، ایران.

2 استادیار گروه ترویج و آموزش کشاورزی، دانشکده اقتصاد و توسعه کشاورزی دانشگاه تهران، کرج، ایران.

3 دانشجوی دکتری توسعه کشاورزی دانشکده اقتصاد و توسعه کشاورزی دانشگاه تهران، کرج، ایران.

10.22034/iaeej.2020.224025.1512

چکیده

برای توسعه گردشگری روستایی باید رفتارهای گردشگران را مورد مطالعه قرار داد؛ زیرا درک رفتار گردشگران به ارائه مبانی علمی برای مدیریت و بازاریابی جاذبه گردشگری و افزایش عملکرد گردشگری می­ انجامد. هدف پژوهش حاضر بررسی تأثیر نظریه ارزش مصرف غذای محلی بر قصد رفتاری گردشگران از طریق نقش میانجی تصویر گردشگری غذا بود. جامعه آماری پژوهش، گردشگرانی بودند (1200= N) که در بهار و تابستان 1398 از مناطق نمونه گردشگری روستایی اورامانات بازدید و غذای محلی مصرف کرده بودند. با استفاده از جدول کرجسی و مورگان و به شیوه نمونه ­گیری تصادفی ساده 295 تن از آنان به‌عنوان حجم نمونه انتخاب شدند. ابزار گردآوری داده ­ها پرسشنامه محقق ساخته بود که روایی صوری پرسشنامه توسط پنلی از متخصصان و پایایی آن به وسیله‌ی محاسبه آلفای کرونباخ (838/0- 708/0)‌ تأیید شد. اطلاعات گردآوری شده با استفاده از مدل­ سازی معادله ساختاری به روش حداقل مربعات جزیی (PLS-SEM) و نرم­افزار Smart PLS تجزیه و تحلیل شد. یافته­ های پژوهش نشان داد، تجربه غذای محلی توسط گردشگران بر مبنای نظریه ارزش مصرف تأثیر مثبت و معنی ­داری بر نگرش آن‌ها به غذای محلی دارد و همه ابعاد نظریه ارزش مصرف (ارزش سلامتی، کیفیت و طعم، قیمت، عاطفی، اجتماعی و شناختی) در سطح 99 درصد اطمینان، در ایجاد نگرش مثبت به غذای محلی تأثیرگذار بودند. در مجموع این ارزش­ ها، 61/7 درصد تغییرات واریانس نگرش به غذای محلی را تبیین کردند. به ­علاوه نتایج نشان داد، نگرش به غذای محلی بر قصد رفتاری گردشگران با نقش میانجی تصویر مقصد گردشگری غذا تأثیرگذار بوده است.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Local Food Consumption Value on Tourists’ Behavioral Intention: The Case of Oramanat Rural Tourism Areas in Kurdistan Province

نویسندگان [English]

  • ahmad basami 1
  • Amir Alambeigi 2
  • Mostafa Moradi 3
1 Ph.D. Agricultural Extension, Faculty of Agricultural Economics and Development University of Tehran, Karaj, Iran.
2 Assistant Professor, Department of Agricultural Extension & Education, Faculty of Agricultural Economics and Development, University of Tehran, Karaj, Iran.
3 Ph.D. Student of Agricultural Development, Faculty of Economics and Agricultural Development, University of Tehran, Karaj, Iran.
چکیده [English]

In order to develop rural tourism, the behavior of tourists should be studied. Since understanding tourists' behavior leads to providing scientific foundations for tourism marketing and management and increasing its efficiency. The main purpose present study was to investigate the effect of local food consumption value theory on behavioral intention of tourist through the mediating role of food destination image. The statistical population consisted of tourists (N= 1200) who visited Oramanat rural areas in spring and summer of 2019 and were served local foods. Using Krejcie and Morgan table and convenient and simple random sampling method, 295 tourists were selected as the samples. The data gathering tool was a researcher-made questionnaire which its validity was confirmed by a panel of experts and its reliability was confirmed by Cronbach’s alpha coefficients (0.708 - 0.838). Collected data analyzed by partial least squares method (PLS) of structural equation modeling. Findings showed that based on consumption value theory, tourists’ experience of local food had a positive and significant effect on their attitude towards local food, and all aspects of consumption value theory including health value, taste and quality value, price value, emotional value, social value, and epistemic value had significant positive effects on attitude. These values accounted for 61.7% of the variation in attitude toward local food. In addition, the results indicated that the attitude toward local foods have influenced tourists' behavioral intentions through the mediating role of the food tourism image.

کلیدواژه‌ها [English]

  • Consumption value theory
  • Local food
  • Behavioral Intention
  • Oramanat
  • Kurdistan
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