Abstract:
درک مناسب از الگوهای هزینهکرد گردشگران، این امکان را فراهم میسازد، تا سیاستگذاران، برنامهریزان، بازاریابان و محققان بتوانند تعامل اقتصادی گردشگران با جامعهی مقصد را مورد بررسی قرار دهند. خانوادهها، بخش اصلی مصرفکنندگان محصولات گردشگری میباشند؛ لذا اهمیت دارد که ویژگیهای مصرف خانوار و عوامل مؤثر بر آن درک و تبیین شود، تا سیاستهای گردشگری و استراتژیهای بازاریابی به خوبی اتخاذ شوند. سؤال اساسی در این پژوهش این است که آیا میزان هزینهکرد خانوارهای ایرانی به ازای هر عضو خانوار حاضر در سفرهای داخلی، متأثر از مشخصههای اقتصادی، جمعیتشناختی، روانشناختی و مرتبط با سفر، دستخوش تغییرات قابل توجهی میباشد؛ و اینکه این عوامل، تا چه حدودی تعیین کننده میزان هزینهکرد میباشند؟ این پژوهش، با استفاده از یک رویکرد سیستماتیک در سطح خرد اقتصادی، به این سؤال پاسخ داده و در راستای ترغیب دیگر محققان برای ورود به این موضوع تلاش میکند. دادههای این پژوهش شامل مشخصههای اقتصادی، جمعیتشناختی و روانشناختی 628 خانوار ایرانی و اطلاعات مرتبط با آخرین سفر داخلی آنها تا پایان سال 1398 و پیش از شیوع رسمی ویروس کرونا در ایران است. نتایج این پژوهش، نشاندهنده تأثیر پذیری میزان هزینهکرد خانوارها از شاخصهای درآمد، سن، تحصیلات و نوع شغل سرپرست، تعداد فرزندان وابسته و مستقل، تعداد اعضای خانواده حاضر در سفر، استفاده از وسیله نقلیه شخصی و اقامت در خانه اقوام در طول سفر و اهمیت سفرهای تفریحی در سبد مصرفی خانوار میباشد. همچنین پس از مقایسه میزان هزینهکرد خانوارها در مراحل مختلف چرخه زندگی خانوار، مشخص شد که مراحل زوج بدون فرزند، مجرد، فاز سوم لانه کامل و والد مجرد، به ترتیب بیشترین میزان هزینهکرد را به خود اختصاص دادهاند، در صورتیکه حداقل این میزان متعلق به خانوارهای بیوه میباشد. در انتها پیشنهاداتی در راستای افزایش گردش مالی و منتفع شدن هر چه بیشتر زنجیره تأمین گردشگری در ایران ارائه گردید که میتواند راهنمای مناسبی جهت سیاستگذاریهای آتی در گردشگری باشد.
IntroductionStudying travel behavior patterns is one of the basic necessities for managers involved in strategic and sustainable tourism plans; for example, a proper understanding of tourist expenditure patterns allows policymakers, planners, marketers and researchers to examine tourist economic interact with tourism destinations. On the other hand, families are the main consumers of tourism products; therefore, it is important to understand and explain the characteristics of household consumption and the factors affecting it; also, since tourism is generally a recreational activity, children are expected to play an important role in choosing destination tourism activities and household expenses. The main question in this study is whether the expenditure level of Iranian households per member on domestic trip is significantly affected by economic, demographic, psychological and trip-related characteristics; and to what extent do these factors determine the expenditure? Considering the demographic characteristics of household size and composition, the study of expenditure changes during different stages of the family life cycle is another goal of this study. Lack of studies on tourist expenditure and the factors affecting it in Iran, as well as the lack of basic attention to household structure, as a powerful factor affecting the behavior of tourists, are the distinguishing features and motivations of this study.MethodologyUsing a systematic approach at the microeconomic level, this research, answers this question and tries to encourage other researchers to enter into this issue. This research is based on the purpose of scientific type, and based on method and nature of correlation type. The data of this study include economic, demographic and psychological characteristics of 628 Iranian households and information related to their last domestic trip until the end of 2020 March, and before the official outbreak of COVID 19 in Iran, which was collected through an electronic questionnaire. To analyze the data of this study and examine the correlation between independent and dependent variables, ANOVA and multivariate regression tests in SPSS 26 software were used. According to the conceptual framework of the research, 12 independent variables were selected for the study, which are: income, age and education of the caregiver, type of job and conservatism of the householder, number of family members traveling, use of personal vehicle and staying at relatives' at the destination, number of independent and dependent children, family life cycle and the importance of recreational trips in the household consumption basket. The dependent variable in this study is the amount of household expenditure per person/per night during the trip.Results & DiscussionThe results of this study show a positive correlation between household expenditure per person/per night with the variables of household income, age and education of the householder, and also the importance of leisure trips in the household consumption basket. On the other hand, it was found that if you use a personal vehicle and stay at relatives' during the trip, expenditure will be significantly reduced. Also, with the increase in the number of family members present on the trip and the number of dependent and independent children of the family, the expenditure decreases. Considering the comparison of the average household expenditure with different types of occupations, it was found that householders with non-governmental occupations, had the highest expenditure and students the lowest. Finally, after comparing the average household expenditure in different stages of the family life cycle, it was found that the stages of married couple without child, single, full nest phase 3 and single parent, respectively, have the highest expenditure, while the lowest belongs to widows.ConclusionAccording to the findings of this study, most of the households used to travel in a personal vehicle and about half of them did not pay for their accommodation. This indicates the low expenditure for Iranian households as well as the preference of private vehicles over other modes of transportation, which is suggested that further research study the causes of this phenomenon. The results of this research model differ in different societies due to the diversity of demographic, economic and psychological characteristics; However, most researchers believe that as a person improves his or her economic status and education, he or she becomes more inclined to spend money on travel, which underscores the importance of targeting the elite and wealthy markets, especially in less developed or developing countries. Finally, suggestions are provided to increase turnover and benefit the tourism supply chain in Iran as much as possible, which can be a proper guide for future policies in tourism; including the creation of recreational facilities, leisure activities and tourism experiences tailored to the tastes of children in domestic tourism destinations.