ادراك كيفيت خدمات، رضايت مندي و تمايل به بازگشت گردشگران حاضر در يك رويداد ورزشي

Perception of Service Quality, Satisfaction and Intent to Return in Tourists of a Sport Event

ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﻣﯿﺰان رﺿﺎﯾﺖﻣﻨﺪي و ادراك ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت و ﺗﻤﺎﯾﻞ ﺑﻪ ﺑﺎزﮔﺸﺖ ﮔﺮدﺷﮕﺮان ورزﺷﯽ ﺣﺎﺿﺮ در ﯾﮏ روﯾﺪاد ورزﺷﯽ ﺑﻮد. اﯾﻦ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ ﺑﻮد ﮐﻪ ﺑﻪ ﺷﮑﻞ ﻣﯿﺪاﻧﯽ اﻧﺠﺎم ﮔﺮﻓﺖ و ﻧﻤﻮﻧﮥ آﻣﺎري آن 350 ﻧﻔﺮ از ﮔﺮدﺷﮕﺮاﻧﯽ ﺑﻮدﻧﺪ ﮐﻪ در رﻗﺎﺑﺖﻫﺎي ﮐﺸﻮري ﮐﺸﺘﯽ ﺑﺎ ﭼﻮﺧﻪ در ﺷﻬﺮﺳﺘﺎن اﺳﻔﺮاﯾﻦ ﺣﻀﻮر داﺷﺘﻨﺪ. ﺑﺮاي ﺟﻤﻊآوري دادهﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﮥ ﺷﺎﻧﮏ 2006 و ﺑﻪﻣﻨﻈﻮر ﺗﻌﯿﯿﻦ رواﯾﯽ ﺳﺎزة ﭘﺮﺳﺸﻨﺎﻣﻪ از ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺄﯾﯿﺪي و ﻫﻤﭽﻨﯿﻦ ﺑﻪﻣﻨﻈﻮر ﺗﻌﯿﯿﻦ ﭘﺎﯾﺎﯾﯽ ﺑﺨﺶﻫﺎي ﭘﺮﺳﺸﻨﺎﻣﻪ از ﺿﺮﯾﺐ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ اﺳﺘﻔﺎده ﺷﺪ. از آزﻣﻮن ﮐﻮﻟﻤﻮﮔﺮوف-اﺳﻤﯿﺮﻧﻮف ﺑﺮاي ﺗﻌﯿﯿﻦ ﻧﺮﻣﺎل ﺑﻮدن ﺗﻮزﯾﻊ دادهﻫﺎ، از ﺿﺮﯾﺐ ﻫﻤﺒﺴﺘﮕﯽ ﭘﯿﺮﺳﻮن، ﺑﻪﻣﻨﻈﻮر ﺗﻌﯿﯿﻦ ارﺗﺒﺎط ﺑﯿﻦ ﻣﺘﻐﯿﺮﻫﺎ، و از ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﻪﻣﻨﻈﻮر اراﺋﮥ ﻣﺪل ﺗﺤﻘﯿﻖ و ﺗﺒﯿﯿﻦ ارﺗﺒﺎط ﺑﯿﻦ ﻣﺘﻐﯿﺮ ﻣﺴﺘﻘﻞ و واﺑﺴﺘﻪ ﺑﺎ ﻧﺮماﻓﺰار ﻟﯿﺰرل اﺳﺘﻔﺎده ﺷﺪ. ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ ﻧﺸﺎن داد ﮐﻪ ﮐﯿﻔﯿﺖ ﻣﺴﺎﺑﻘﺎت، ﮐﯿﻔﯿﺖ دﺳﺘﺮﺳﯽ و ﮐﯿﻔﯿﺖ ﻣﮑﺎن ﺑﺮﮔﺰاري ﻣﺴﺎﺑﻘﺎت ﺑﻪﺗﺮﺗﯿﺐ اوﻟﻮﯾﺖ، ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ را ﺑﺮ رﺿﺎﯾﺖﻣﻨﺪي و ﺗﻤﺎﯾﻞ ﺑﻪ ﺑﺎزﮔﺸﺖ ﮔﺮدﺷﮕﺮان روﯾﺪاد ورزﺷﯽ داﺷﺘﻪ اﺳﺖ. اراﺋﮥ ﻣﺪل ﮐﯿﻔﯿﺖ ﺧﺪﻣﺎت ﮔﺮدﺷﮕﺮي ورزﺷﯽ ﻣﯽﺗﻮاﻧﺪ راﻫﻨﻤﺎﯾﯽ ﺑﺮاي ﻣﺪﯾﺮاﻧﯽ ﺑﺎﺷﺪ ﮐﻪ ﺗﻤﺎﯾﻞ دارﻧﺪ از روﯾﺪادﻫﺎي ﮔﺮدﺷﮕﺮي ورزﺷﯽ ﺑﯿﺸﺘﺮﯾﻦ ﺑﻬﺮه را ﺑﺒﺮﻧﺪ.

The aim of the current study was to investigate satisfaction and the perceived service quality and intent to return in sport tourists of a sport event. This study was descriptive correlation conducted as a field. The statistical sample consisted of 350 tourists who attended the national competitions of a traditional wrestling in Esfarayen city. Shonk (2006) questionnaire was used to collect data. Confirmatory factor analysis was used to determine the construct validity of the questionnaire and Cronbach’s alpha coefficient was applied to determine the reliability of different sections of the questionnaire. Kolmogorov – Smirnov test was used to determine the normality of the data distribution. Pearson correlation coefficient was used to determine the relationship among variables and structural equation modeling (SEM) was used to provide the model and explain the relationship between dependent and independent variables using LISREL software. The results showed that contest quality, access quality and place quality respectively had the highest effect on satisfaction and intent to return in sport event tourists. Presenting sport tourism service quality model can offer guidelines for managers who intend to benefit most from sport tourism events.