چکیده:
فعالیت گردشگری یکی از مهمترین بخشهای اقتصادی جهان و منبع اصلی ارز آوری برای یک سوم از کشورهای در حال توسعه و نیمی ازکشورهای توسعه یافته به شمار می آید و رویکردی است جهت ایجاد تنوع اقتصادی و خارج شدن از اقتصاد تک محصولی که یکی از مشکلات کشورمان به شمار میآید . شهر زنجان با توجه به موقعیت مناسب و قرار گیری در مسیر جادهی ابریشم و محور ترانزیتی شمالغرب به تهران ، دارای گردشگران عبوری بسیار با ماندگاری پایین است؛ و هدف شناخت عوامل موثر در میزان رضایت مندی گردشگران و ارائه راهکارهایی به منظور افزایش تعداد گردشگران و اقامت درشهر می باشد .پژوهش از نظر نوع، کاربردی و ازنظر ماهیت، توصیفی- تحلیلی است. روش ها و ابزار گردآوری اطلاعات کتابخانهای و میدانی است . در روش میدانی از پرسشنامه (بسته ، طیفی) و مشاهده (فردی ، غیر مشارکتی و علنی) استفاده شده است . ضریب اعتبار پرسشنامه از طریق ضریب آلفای کرونباخ 0.81 به دست آمده است. جامعه آماری تحقیق گردشگران وارد شده به شهر زنجان در نیمه دوم سال 1396و نیمه اول سال 1397می باشد. با توجه به عنوان تحقیق و مشخص نبودن تعداد دقیق گردشگران، جهت تعیین تعداد نمونه لازم از جدول مورگان استفاده شده ؛ که تعداد نمونه 380 بدست امده است .نمونه ها به صورت سهمیه ای و وضعی از مراکز اقامتی و ایستگاه راه آهن و ترمینال انتخاب شدند . جهت تجزیه و تحلیل داده ها از آمار توصیفی ، تحلیل عاملی ، آزمونT تک نمونه ای و ضریب همبستگی پیرسون ، استفاده شده است . نتایج نشان میدهد که میان مولفههای رضایتمندی و بازاریابی گردشگران شهر زنجان رابطه معنادار و مثبتی وجود داردکه مقدار آن 0.475 به دست آمده و از بین عامل ها ، عامل برنامهریزی و مدیریت ، با بیشترین مقدار ویژه (13.851) تاثیرگذارترین عامل در ماندگاری گردشگران میباشد.
AbstractTourism is one of the most important economic sectors in the world and the main source of currency for one third of developing countries and half of developed countries and is an approach to create economic diversity and get out of the mono-product economy, which is one of the problems of our country. It counts. The city of Zanjan, due to its convenient location and location on the Silk Road and the northwest transit axis to Tehran, has very low transit tourists; And the aim is to identify the factors affecting the level of tourist satisfaction and provide solutions to increase the number of tourists and accommodation in the city. The research is applied in terms of type and descriptive-analytical in nature. Methods and tools for collecting library and field information. In the field method, questionnaires (closed, spectral) and observation (individual, non-participatory and public) were used. The validity coefficient of the questionnaire was obtained through Cronbach's alpha coefficient of 0.81. The statistical population of the study is the number of tourists entering Zanjan in the second half of 1396 and the first half of 1397. Due to the title of the research and the uncertainty of the exact number of tourists, Morgan table was used to determine the required number of samples; The number of samples was 380. The samples were selected by quota and status from accommodation centers, railway station and terminal. Descriptive statistics, factor analysis, one-sample t-test and Pearson correlation coefficient were used to analyze the data. The results show that there is a significant and positive relationship between the components of satisfaction and marketing of tourists in Zanjan, the value of which is 0.475 and among the factors, planning and management factor, with the highest specific value (13,851) It is the most influential factor in the survival of tourists. Today, tourism is often hailed by its proponents as "the driver of economic growth, inclusive development and environmental sustainability" (Sharpley, 2002; Kim et al, 2013: 45). The tourism industry is one of the most important service industries in the world. Governments see tourism as a tool for developing and protecting the environment and traditions with minimal negative impact (Bhuiyan et al, 2013: 11). As well as tourism for those in developing countries in poor economic conditions can be an opportunity to overcome poverty and enjoy a better life (Croes: 7: 2012).In fact, because cities have a variety of great attractions such as museums, monuments, theaters, parks, amusement parks, shopping malls, and areas that have historical architecture and places related to important events with celebrities) Funerals et al. 132, 1392) Urban tourism pursues two main motives and goals, which are: commercial and cultural goals (Ghorbani et al., 1392: 33) Zanjan city due to its strategic location and due to its location on the Silk Road and Also, the location on the northwest transit axis to Tehran acts as a passage. This city with its historical, cultural and natural attractions and special geographical location is considered as the main axis of tourism in the northwest of the country. And it has natural, cultural, etc. attractions, but despite its tourism potential, Iran has not yet been able to achieve its true status. Therefore, research innovation is in explanation (analysis) widely (not focused) and using the wants and needs of tourists. Therefore, the need for proper planning and more attention in the field of tourism development in this city is essential. Accordingly, two questions arise.Today, tourism is often hailed by its proponents as "the driver of economic growth, inclusive development and environmental sustainability" (Sharpley, 2002; Kim et al, 2013: 45). The tourism industry is one of the most important service industries in the world. Governments see tourism as a tool for developing and protecting the environment and traditions with minimal negative impact (Bhuiyan et al, 2013: 11). As well as tourism for those in developing countries in poor economic conditions can be an opportunity to overcome poverty and enjoy a better life (Croes: 7: 2012).In fact, because cities have a variety of great attractions such as museums, monuments, theaters, parks, amusement parks, shopping malls, and areas that have historical architecture and places related to important events with celebrities) Funerals et al. 132, 1392) Urban tourism pursues two main motives and goals, which are: commercial and cultural goals (Ghorbani et al., 1392: 33) Zanjan city due to its strategic location and due to its location on the Silk Road and Also, the location on the northwest transit axis to Tehran acts as a passage. This city with its historical, cultural and natural attractions and special geographical location is considered as the main axis of tourism in the northwest of the country. And it has natural, cultural, etc. attractions, but despite its tourism potential, Iran has not yet been able to achieve its true status. Therefore, research innovation is in explanation (analysis) widely (not focused) and using the wants and needs of tourists. Therefore, the need for proper planning and more attention in the field of tourism development in this city is essential. Accordingly, two questions arise