مطالعات مدیریت گردشگری عصر هوشمند

مطالعات مدیریت گردشگری عصر هوشمند

الگوی تحلیلی رابطه بازاریابی پارتیزانی با الگوی خرید گردشگران در شهرستان سراب، الگوی مصرف و کیفیت محصول

نوع مقاله : مقاله پژوهشی

نویسندگان
استادیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه پیام نور، تهران، ایران.
چکیده
پژوهش حاضر با هدف ارائه یک مدل تحلیلی برای تبیین رابطه بین بازاریابی چریکی (پارتیزانی)، الگوهای خرید گردشگران، الگوهای مصرف و کیفیت محصول انجام شد. جامعه آماری این پژوهش شامل کلیه گردشگرانی بود که حداقل یک بار از شهرستان سراب سوغات خریداری کرده بودند. بر اساس جدول کرجسی و مورگان، نمونه‌ای متشکل از ۳۸۴ پاسخ‌گو به روش نمونه‌گیری در دسترس انتخاب شد. این پژوهش از نظر هدف، کاربردی و از نظر روش‌شناسی، توصیفی-همبستگی است. داده‌ها با استفاده از پرسشنامه‌های استاندارد گردآوری شدند و فرضیه‌های تحقیق از طریق مدل‌سازی معادلات ساختاری (SEM) با استفاده از نرم‌افزار AMOS مورد آزمون قرار گرفتند. یافته‌ها نشان داد که بازاریابی چریکی تأثیر مستقیم و معناداری بر الگوهای خرید گردشگران دارد. علاوه بر این، بازاریابی چریکی از طریق متغیرهای میانجیِ کیفیت محصول و الگوهای مصرف، به‌طور غیرمستقیم بر رفتار خرید تأثیرگذار بود. در مجموع، متغیرهای مورد مطالعه حدود ۴۰ درصد از واریانس (تغییرات) الگوهای خرید را تبیین کردند. نتایج این مطالعه نشان می‌دهد که به‌کارگیری استراتژی‌های بازاریابی چریکی، به‌ویژه در کسب‌وکارهای کوچک و متوسط سوغات، می‌تواند از طریق ارتقای کیفیت درک‌شده محصول، شکل‌دهی به الگوهای مصرف و تحریک قصد خرید گردشگران، به اثربخشی بالایی با هزینه کم دست یابد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Analytical model of the relationship between guerrilla marketing and tourists' purchasing patterns in Sarab city, consumption patterns, and product quality

نویسندگان English

amir lalisarabi
Saber Shokri
amir abas nasiri
Assistant Professor, Department of Public Administration, Faculty of Management, Payame Noor University, Tehran, Iran.
چکیده English

The present study aimed to provide an analytical model explaining the relationship between guerrilla marketing, tourists’ purchasing patterns, consumption patterns, and product quality. The statistical population consisted of all tourists who had purchased souvenirs from Sarab County at least once. Based on Krejcie and Morgan’s table, a sample of 384 respondents was selected through convenience sampling. This research is applied in terms of purpose and descriptive-correlational in methodology. Data were collected using standardized questionnaires, and the hypotheses were tested through structural equation modeling (SEM) using AMOS software. The findings indicated that guerrilla marketing had a significant direct effect on tourists’ purchasing patterns. Moreover, it indirectly influenced purchasing behavior through the mediating variables of product quality and consumption patterns. Altogether, the studied variables explained about 40 percent of the variance in purchasing patterns. The results suggest that applying guerrilla marketing strategies, particularly in small and medium-sized souvenir businesses, can achieve high effectiveness at a low cost by enhancing perceived product quality, shaping consumption patterns, and promoting tourists’ purchasing intentions.

کلیدواژه‌ها English

Guerrilla marketing
Buying pattern
Product quality
Consumption pattern
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