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تاثیر کیفیت اطلاعات رسانه های اجتماعی بر روی شکل گیری تصویر مقصد در ذهن گردشگران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه کارآفرینی گردشگری، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

2 گروه کارآفرینی فناورانه، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

3 گروه کسب کار دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران

چکیده

هدف: هدف از پژوهش حاضر بررسی تاثیر کیفیت اطلاعات محتوایی اینستاگرام درباره اصفهان بر روی شکل گیری تصویر مقصد در ذهن گردشگران بوده است.
روش پژوهش: پژوهش حاضر به لحاظ هدف کاربردی و به لحاظ روش توصیفی- همبستگی و پیمایشی می‌باشد و با رویکرد کمی صورت پذیرفته است. ابزار گردآوری اطلاعات پرسشنامه می‌باشد که از روایی و پایایی مناسب برخوردار است. جامعه آماری این پژوهش را کاربران ایرانی اینستاگرام که برای کسب اطلاعات درباره اصفهان به صفحات و هشتگ‌های حاوی اطلاعات درباره شهر اصفهان مراجعه می‌کنند، تشکیل می‌دهند. با توجه به نامعلوم بودن جامعه آماری، حجم نمونه برابر 384 نفر می‌باشد و روش نمونه‌گیری از نوع در دسترس است که در نهایت 340 پرسشنامه معتبر جمع‌آوری گردید. داده‌های جمع‌آوری شده در بخش آمار توصیفی با نرم افزار SPSS و در بخش آمار استنباطی با استفاده از تکنیک مدلسازی معادلات ساختاری و نرم افزار SMART PLS مورد تجزیه-وتحلیل قرار گرفتند.
یافته‌ها: نتایج نشان داد که کیفیت اطلاعات محتوایی در اینستاگرام بر روی شکل‌گیری تصویر مقصد اصفهان در ذهن گردشگران تاثیر مثبت و معناداری دارد.
نتیجه‌گیری: با توجه به بررسی‌های صورت‌گرفته و نتایج حاصل‌شده، نتیجه می‌گیریم که اطلاعات گردشگری‌ای که در اینستاگرام درباره اصفهان تولید و به اشتراک گذاشته می‌شوند از نظر عوامل محتوایی که دارای پنج مولفه (ارزش‌افزوده، مرتبط‌بودن، به‌روزبودن، کامل‌‌بودن و جالب‌بودن) هستند از استانداردها و کیفیت مناسبی برخوردار می‌باشند که توانسته‌اند بر روی تصویر ذهنی گردشگرانی که به دنبال کسب اطلاعات درباره این مقصد بوده‌اند، تاثیر مثبت و معناداری بگذارند.

کلیدواژه‌ها

عنوان مقاله [English]

The impact of the information quality in social media on the formation of the destination image in the mind of tourists

نویسندگان [English]

  • mozhgan shafiee 1
  • Tayebeh Nikraftar 2
  • Reza Mohammadkazemi 3

1 Department of Tourism Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.

2 Department of Technological Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.

3 New Business Department, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.

چکیده [English]

Objective
The purpose of the present research was to investigate the effect of the quality of content information on Instagram about Isfahan on the formation of the destination image in the minds of tourists.
Methodology
The present research is an applied in terms of purpose and descriptive-correlation and survey in terms of method and it was conducted with a quantitative approach. The instrument of collecting data is a questionnaire that has suitable validity and reliability. The research questionnaire is derived from the standard questionnaire and includes two main sections of demographic questions and specialized questions, the questions of the specialized section include 28 closed-ended questions with a 5-point Likert scale. The statistical population of this study consists of Iranian Instagram users who refer to the pages and hashtags on Instagram that contain information about Isfahan to get information about Isfahan. Due the unknown statistical population, the sample size is equal to 384 people and the sampling method is convenience Sampling and finally 340 valid questionnaires were collected. The collected data were analyzed using the structural equation modeling technique (SEM) and SMART PLS software.
Findings
The quality of content information on Instagram has a positive and significant effect on the cognitive and affective image of the tourist destination of Isfahan.
Conclusion
It can be concluded that the tourism information that is produced and shared on Instagram about Isfahan has good standards and quality in terms of content factors (value-added, relevancy, timeliness, completeness, interestingness) and they have been able to have a positive and meaningful impact on the mental image of tourists who sought to obtain information about this destination.

کلیدواژه‌ها [English]

  • Affective destination image
  • - Cognitive destination image
  • Overall destination image
  • Quality of content information in Social Media
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پژوهش های کارآفرینی و نوآوری
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