مطالعات جغرافیایی مناطق خشک

مطالعات جغرافیایی مناطق خشک

واکاوی عوامل مؤثر بر پرداخت اضافه‌بها به گردشگری طبیعت‌گردی (موردمطالعه: کویر مصر در استان اصفهان)

نویسندگان
1 پردیس فارابی دانشگاه تهران
2 دانشگاه حضرت معصومه (س) قم
3 دانشگاه یزد
چکیده
گردش در بیابان‌ها و نواحی کویری و دیدار از جاذبه‌های بیابانی و کویری، گونه خاصی از گردشگری را به وجود آورده که گردشگری کویر نامیده می‌شود. با توجه به اینکه شناسایی عوامل مؤثر بر تمایل به پرداخت اضافه‌بها به اکوتوریسم می‌تواند مقاصد گردشگری را در دستیابی به موفقیت یاری رساند، لذا هدف پژوهش حاضر شناسایی و اعتبارسنجی عواملی است که در پرداخت اضافه‌بها به گردشگری طبیعت‌گردی مؤثر است. پژوهش فعلی از لحاظ هدف کاربردی و از لحاظ ماهیت، توصیفی-پیمایشی است. جامعه‌ی آماری پژوهش شامل گردشگران خارجی است که در بازه‌ی زمانی بهار 1398 به کویر مصر در استان اصفهان سفر کرده و از جاذبه‌های این کویر بازدید کرده‌اند. از این جامعه، نمونه‌ای به حجم 200 نفر به روش نمونه‌گیری در دسترس انتخاب شد و ابزار گردآوری داده‌ها نیز پرسشنامه محقق‌ساخته بوده است. در جهت تجزیه‌وتحلیل داده‌ها و سنجش روایی پرسشنامه موردنظر از دو روش روایی سازه (تحلیل عاملی اکتشافی و تأییدی) و روایی محتوایی استفاده شد. یافته‌های پژوهش حاضر نشان داد که عوامل مؤثر بر پرداخت اضافه‌بها به گردشگری طبیعت‌گردی به ترتیب عبارت‌اند از: باورها و نگرش‌های زیست‌محیطی، جست‌و‌جوی پدیده‌های منحصربه‌فرد، درگیری‌های زیست‌محیطی، تنوع‌طلبی، جست‌و‌جوی خود و فرار از زندگی روزمره.
کلیدواژه‌ها

عنوان مقاله English

Analyzing the Factors Affecting on Price Premium to Ecotourism (Case Study: Isfahan Mesr Desert)

نویسندگان English

Mohamad Ghafari 1
Hossein Moeini 2
Mohammad Mohammad Noori Pilehderagh 1
Amir Reza Konjkav Monfared 3
چکیده English

Desert tourism is part of the tourism industry; trip and hike in desert and wasteland areas created a specific type of tourism that is called Desert tourism. Given that recognition, the factors that effect on Willingness to pay Price Premium to ecotourism can lead tourism destination to success. therefore, the intention of this research is to identify and ranking factors that affect paying Price Premium to ecotourism. Current research in terms of the goal is functional and in terms of essence is a descriptive survey. The statistical population of this research is foreign tourists that in 2018 have traveled to Mesr desert in Iran and visited the attractions of this desert. From this population, a sample elected that includes 200 people chosen by expert pondering sampling method. And the tool for gathering data was a researcher-developed questionnaire. In order to ponder the validity of statistics, two methods of construct validity were used through confirmatory factor analysis and content validity also questionnaire Reliability was confirmed and calculated by Cronbach's alpha. In order to analyze gathered data, Descriptive and inferential statistical tests and ranking identified factors from the Friedman test have been used. The result of this research indicates that pay Price Premium to ecotourism affecting factors in order is: Environmental Beliefs and Attitude, Uniqueness Seeking, Personal Seeking, Environmental Involvement, Variety Seeking, and Personal Escape.

کلیدواژه‌ها English

Ecotourism
Price Premium
Uniqueness Seeking
Variety Seeking
Environmental Involvement
Personal Escape
Isfahan Mesr Desert
Amendah.E & Park. J. (2008). Consumer Involvement and Psychological Antecedents on Eco-friendly Destinations: Willingness to Pay More, Journal of Hospitality & Leisure Marketing, 17, 3-4, 262-283. Bansal, H. S. Taylor, S. F. & James, Y. S. (2005). Migrating to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 1 (33), 96-115. Barroso, C. Martı´n, E. & Martı´n, D. (2007). The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behavior. Tourism Management, 1 (28), 175-87. Baumgartner, Hans and Jan-Benedict E.M. Steenkamp. (1996). “Exploratory consumer buying behavior: conceptualization and measurement,” International Journal of Research in Marketing, 13 (2), 121-137 (April). Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139–168. Berne´, C. Mu´gica, J. M. & Rivera, P. (2005). The managerial ability to control the varied behavior of regular customers in retailing: inter format differences. Journal of Retailing and Consumer Services, 12: 151-64. Berne´, C. Mu´gica, J. M. & Yagu¨e, M. J. (2001). The effect of variety-seeking on customer retention in services. Journal of Retailing and Consumer Services, 8, 335-45. Carson, R.T, Flores, N.E. & Meade, N.F. (2001). Contingent valuation: controversies and evidence. Environ. Resour. Econ. 19, 173–210. Chiu, Y-T H, Lee, W-I & Chen, TH, (2014). Environmentally responsible behavior in eco- tourism: antecedents and implications. Tourism Manag. 40, 321–329. Dunlap, R. E, Van Liere, K.D, Mertig, A.G. & Jones, R.E. (2000). Measuring Endorsement of the New Ecological Paradigm: a revised NEP scale. Journal of Social Issues. 56 (3), 425-442. Dutta, K, Umashankar, V, Choi, G. & Parsa, H.G. (2008). A comparative study of consumers’ green practice orientation in India and the United States: a study from the restaurant industry, Journal of Foodservice Business Research, Vol 11 No, 3, pp 269-285. Frick, Jacqueline, G. Kaiser, Florian & Wilson, Mark. (2004). Environmental knowledge and conservation behavior: exploring prevalence and structure in a representative sample, Personality and Individual Differences, Vol 37, 1597-1613. Fuerst, F, & McAllister, P. (2009). An investigation of the effect of eco-labeling on office occupancy rates. The Journal of Sustainable Real Estate, 1 (1), 49–64. Gössling, S. (2002). Human-environmental relations with tourism. Annals of Tourism Research. 29 (2), 539-556. Holden, A, & Sparrowhawk, J. (2002).Understanding themotivations of ecotourists: The case of trekkers in Annapurna, Nepal. International Journal of Tourism Research, 4, 435–446 Hultman, M. Kazeminia, A & Ghasemi, V, (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation, Journal of Business Research, 68, 1854-1861. Israel, D, 2004. International support for environmental protection. Environ. Develop. Econ. 9, 757–780. Kahn, Barbara E. (1995). Consumer variety-seeking among goods and services, Journal of Retailing and Consumer Services, 2 (3), 139-148. Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59, 71-82. Kim, H, Borges, M. C, & Chon, J. (2006). Impacts of environmental values on tourism motivation: The case of FICA, Brazil. Tourism Management, 27, 957–967. Konjkav Monfared, A, Ghaffari, M, Taslimi, A. (2020). Investigating the Effect of Tourism Destination Brand Involvement on the Destination Brand Equity and the Tourism Destination Revisit Intention (Yazd City as a Case Study). Journal of Studies of Human Settlements Planning, 15 (3), 793-810. Konjkav Monfared, A, Kamyar, F. (2021). The Antecedents and Consequences of Citizens’ Forgiveness in The Online Taxi Industry. Urban Economics and Planning, 2 (3), 200-210. Krutilla, J. (1967). Conservation reconsidered. Am. Econ. Rev, 57, 777–786. Lee a, M-Y, Kim b, Y-K, & Fairhurst, A. (2009). Shopping value in online auctions: Their antecedents and outcomes. Journal of Retailing and Consumer Services, 16 (1), 75-82. Lee, c.k. (1997). Valuation of Natur-Based Tourism Resources Using Dichotomous Choice Contingent Valuation Method, Tourism Management, Vol 18, pp 587-591. Lee, W. & Moscardo, G. (2005). Understanding the impact of ecotourism resort experiences on tourists’ environmental attitudes and behavioral intentions. J. Sustain. Tourism 13, 546–565. Legoherel, Patrick; Dauce, Bruno; and Hsu, Cathy H.C. (2016). Divergence in Variety Seeking: An Exploratory Study among International Travelers Tourism Travel and Research Association: Advancing Tourism Research Globally. 5. Leuba, Clarence. (1955). Toward some integration of learning theories: the concept of optimal stimulation, Psychological Reports, 1, 27-33. Lin, L. & Chen, C. S. (2006). The influence of the country - of- origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan, Journal of consumer Marketing, 23 (5), pp. 248-265. Lu, A.C.C, Gursoy, D. & Del Chiappa, G. (2014). The influence of materialism on ecotourism attitudes and behaviors. J. Travel Res, 1–14. Lynn, M, & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology and Marketing, 14 (6), 601–616. Michaelidou N, & Dibb, S. (2006). Product involvement: An application in clothing. Journal of Consumer Behavior, 5, 442–453. Orams, M. B. (1995). Towards a more desirable formof ecotourism. Tourism Management, 16, 3–8. Page, S. and Dowling, R.K. (2002). Ecotourism. Harlow: Prentice Hall. Petrick, J. F. (2002). An examination of golf vacationers’ novelty. Annals of Tourism Research, 29 (2), 384-400. Ross, S, & Wall, G. (1999). Ecotourism: Towards congruence between theory and practice. Tourism Management, 20 (1), 123–132. Schuwerk, M, & Lefkokk-Hagius, R. (1995). Green or non-green? Does type of appeal matter when advertising a green product? Journal of Advertising, 24, 45–55. Sharma, p, Sivakumaran, b, & Marshall, R. (2006). Investigating impulse buying and variety seeking: towards a general theory of hedonic purchase behaviors. Journal of Advances in Consumer Research, 38, 388-389. Snepenger, D, King, J, Marshall, E, & Uysal, M. (2006). Modeling Iso-Ahola's motivation theory in the tourism context. Journal of Travel Research, 45, 140–149. Soyoung Kim, Jihyun Yoon & Joongwon Shin. (2015). "Sustainable business-and-industry foodservice: Consumers’ perception and willingness to pay a premium in South Korea", International Journal of Contemporary Hospitality Management, Vol 27 Issue, 4, pp 648-669. SternP. C, T. Dietz, and G. A. Guagnano. (1995). The New Ecological Paradigm in Social-Psychological Conte, Environment and Behavior, 27 (6), 723-43. Tian, K, & McKenzie, K. (2001). The long-term predictive validity of the consumers’ need for uniqueness scale. Journal of Consumer Psychology, 10 (3), 171–193. Van Trijp, H. C. M, Hoyer, W. D. & Inman, J. J. (1996). Why switch? Product-category level explanations for true variety-seeking behavior. Journal of Marketing Research, 3 (33), 281-92. Van Trijp, Hans C.M, Liisa Lähteenmäki, and H. Tuorila. (1992). “Variety seeking in the consumption of spread and cheese,” Appetite, 18, 155-164. Van Trijp, Hans C.M, Wayne D. Hoyer, and Jeffrey Inman. (1996). Why switch? Product category-level explanation for true variety seeking behaviour. Journal of Marketing Research, 38, 281-292 (Summer). Volsky, R, Ozanne, L, & Fontenot, R. (1999). A conceptual model of US consumer Willingness-to-pay for environmentally certified wood products. Journal of Consumer Marketing, 16 (2), 122–136. Wearing, S, Cynn, S, Ponting, J, & McDonald, M. (2002). Converting environmental concern into ecotourism purchases: A qualitative evaluation of international backpackers in Australia. Journal of Ecotourism, 1 (2–3), 133–148. Weaver, D. B, & Lawton, L. J. (2007). Twenty years on: The state of contemporary ecotourism research. Tourism Management, 28, 1168–1179. Zaichkosky, Judith. (2005). Involvement, Journal of Advertising Research, 15 (2), 4-14.

  • تاریخ دریافت 02 آذر 1401
  • تاریخ انتشار 01 فروردین 1401