تأثیر ریسک ادراک‌شدۀ بیماری کوید-۱۹ در قصد رفتاری گردشگری بدون تماس در ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت-دانگشاه شهید باهنر-کرمان

2 گروه مدیریت- دانشگاه شهید باهنر کرمان

3 گروه مدیریت دانشگاه شهید باهنر کرمان

10.22133/tlj.2022.370331.1064

چکیده

تأثیر منفی بحران‏ هایی از قبیل بیماری ‏های همه‏ گیر در تقاضای گردشگری و رفتار گردشگران کانون مطالعات متعددی قرار ‏گرفته و از ابعاد گوناگونی به آن نگریسته شده است. در پژوهش پیش‌رو، تأثیر ریسک ادراک‌شده از بیماری کوید-۱۹ در تمایل گردشگران برای روی‌آوردن به گردشگری بدون تماس شناسایی شده است. پژوهش کاربردی است و برای بررسی تأثیر ریسک درک‌شده از بیماری کوید-19 در قصد رفتاری گردشگران از مدل باورهای سلامت و نظریۀ رفتار برنامه ‏ریزی‌شده استفاده شده است. به‌علت شرایط شیوع ویروس کرونا و رعایت پروتکل‌های بهداشتی در بازۀ زمانی گردآوری داده‌های پژوهش، ‌پرسش‌نامۀ برخط در شبکه‌های اجتمـاعی اینستاگرام و توییتر توزیع شد و پس از ویرایش، ۸۳۱ ‌پرسش‌نامۀ قابل‌تحلیل به‌دست آمد. روایی مدل و آزمون فرضیه‌ها با مدل‌سازی معادلات ساختاری بررسی شده است. نتـایج آزمون فرضیه‌ها حاکی از آن است کـه ادراک شناختی از ریسـک ابتلا به کووید-19 در نگرش به گردشگری بدون تماس و هنجارهای ذهنی گردشگران تأثیری مثبت می‌گذارد. همچنین، نگرش به گردشـگری بـدون تمـاس، هنجارهـای ذهنـی و کنتـرل رفتاری درک‌شدۀ گردشگران در نیت رفتاری گردشگران دربارۀ قصد رفتاری گردشگری بدون تماس نیز تـأثیری مثبت را نشان می‌دهد. اما یافته‌های این پژوهش از تأثیر ریسک ادراک‌شده در کنتـرل رفتـاری درک‌شـده حمایت نمی‌کند.

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