تعيين روابط علي انگيزه هاي كششي و رانشي بر رفتار گردشگران ورزشي: نقش ميانجي رضايت

Determining the Causal Relationship pull and push motivations on sports tourists behavior: Mediating role of satisfaction

شناسايي انگيزه هاي گردشگران ورزشي به عنوان مفهومي اساسي در درك رفتار و روند تصميم آنان مطرح است. بنابراين هدف از اين پژوهش، تعيين روابط علي انگيزه هاي كششي و رانشي بر رفتار گردشگران ورزشي: نقش ميانجي رضايت بود. روش شناسي پژوهش حاضر از منظر هدف؛ كاربردي و از منظر روش توصيفي – همبستگي به طور مشخص مبتني بر مدل سازي معادلات ساختاري با استفاده از نرم افزار Smart PLS 3 بود. جامعه ي آماري پژوهش حاضر را گردشگران ورزشي استفاده كننده از ورزش هاي آبي شهر رامسر بر اساس روش نمونه گيري تصادفي با در نظر گرفتن توان آماري 0/90 با استفاده از نرم افزار (PASS (298 نفر را تشكيل دادند. يافته ها حكايت از اثرگذاري مثبت و معني دار در مسير مستقيم انگيزه ها بر رضايت و رفتارآتي گردشگران ورزشي داشت. از طرفي در بررسي نقش ميانجي رضايت گردشگران، نتايج حاكي از وجود روابط مثبت و معني دار جزئي انگيزه هاي كششي و عدم وجود روابط معني دار مربوط به انگيزه هاي رانشي در ارتباط بين انگيزه ها و رفتارآتي گردشگران ورزشي داشت. با توجه به نتايج پژوهش، لزوم انديشيدن تمهيداتي در راستاي تفكيك انگيزه هاي گردشگران ورزشي در مراكز تفريحي ـ ورزشي به منظور جلب رضايت آنان و تاثيرگذاري مثبت بر رفتارآتي آنان به مديران، بازاريابان مراكز خدماتي – تفريحي پيشنهاد مي شود.

Identifying the motivations of sports tourists is an essential concept in understanding their behavior and their decision-making process. Therefore, the purpose of this study was to determine the causal relationship between pull and push motives on the behavior of sports tourists: the Mediating role of satisfaction. The methodology of the present research has been applied in terms of purpose, and from the perspective of the method, descriptive-Correlation was specifically based on structural equation modeling using Smart PLS 3 software. The statistical population of the study included sports tourists using water sports of Ramsar. Among them, 298 people were selected by random sampling method with taking into account test power of 90% and utilizing from PASS Software. In the present study, the evaluations related to the face and content validity and convergent and discriminant validity were carried out based on the supporting standard opinions of experts in the fields of marketing and sports tourism, Composite Reliability, Average Variance Extracted, Heterotrait - Monotrait Ratio was conducted. Findings indicate a positive and significant effect on the direct path of motivations on the satisfaction and future behavior of sports tourists. The results indicate a positive and significant relationship between pull motivations, there was no significant relationship between pull incentives in relation to the motivation and future behavior of sports tourists. According to the results of the study, the necessity of thinking about measures to differentiate the motivations of sports tourists in recreational sports centers in order to satisfy their satisfaction and positive impact on their behavior towards managers, marketers of recreational centers is suggested.