Abstract:
در سالهای اخیر بسیاری از مقاصد تلاش زیادی را برای جذب گردشگران اختصاص دادهاند، بااینحال، بهرهبرداری بیشازحد از منابع طبیعی و توسعه بیشازحد گردشگری میتواند اثرات منفی بر محیط، اقتصاد و جامعه مقصد داشته باشد و درنتیجه بهسلامت بلندمدت مقاصد آسیب برساند. با توجه به نیاز به مقابله با این چالشها، یا حداقل کاهش اثرات نامطلوب و تداوم جذب گردشگران، اقدامات حوزه مسئولیت اجتماعی بهعنوان یکی از مؤثرترین راهحلها برای سازمانهای مدیریت حوزه گردشگری شناخته میشود. در این تحقیق تلاش شد تأثیر مسئولیت اجتماعی مقاصد بر پاسخهای احساسی و رفتاری گردشگران شهری شهر تهران موردبررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق گردشگران ورودی به شهر تهران بود که با توجه به نبود آمار دقیق تعداد گردشگران ورودی به منظور تعیین حجم نمونه از فرمول کوکران برای جامعه نامحدود استفاده شد و حجم نمونه 384 نفر برآورد شد. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه شده است. تجزیهوتحلیل دادهها با استفاده از نرمافزارهای SPSSو SMART PLS با روش آمار توصیفی و مدلسازی معادلات ساختاری انجام شد. یافتهها نشان داد که مسئولیت اجتماعی مقاصد تأثیر مثبت و معنیداری بر پاسخهای احساسی و رفتاری گردشگران شهری (رضایت، اعتماد، وفاداری) داشته است. همچنین یافتهها حاکی از تأثیر مثبت و معنیداری رضایت و اعتماد بر وفاداری گردشگران بود.
In recent years, many destinations have made great efforts to attract tourists, however, over-exploitation of natural resources and over-development of tourism can have negative effects on the environment, economy and the destination community, thereby harming the long-term health of the destinations. Given the need to address these challenges, or at least reduce the adverse effects and continue to attract tourists, social responsibility measures are recognized as one of the most effective solutions for tourism management organizations. In this study, an attempt was made to investigate the effect of social responsibility on the emotional and behavioral responses of urban tourists in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was incoming tourists to Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran's formula was used to determine the sample size for an unlimited population and the sample size was estimated at 384 people. The validity of the research instrument was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software using descriptive statistics and structural equation modeling. Findings showed that social responsibility has a positive and significant effect on the emotional and behavioral responses of urban tourists (satisfaction, trust, loyalty). The findings also showed a positive and significant effect of satisfaction and trust on tourist loyalty.In recent years, many destinations have made great efforts to attract tourists, however, over-exploitation of natural resources and over-development of tourism can have negative effects on the environment, economy and the destination community, thereby harming the long-term health of the destinations. Given the need to address these challenges, or at least reduce the adverse effects and continue to attract tourists, social responsibility measures are recognized as one of the most effective solutions for tourism management organizations. In this study, an attempt was made to investigate the effect of social responsibility on the emotional and behavioral responses of urban tourists in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was incoming tourists to Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran's formula was used to determine the sample size for an unlimited population and the sample size was estimated at 384 people. The validity of the research instrument was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software using descriptive statistics and structural equation modeling. Findings showed that social responsibility has a positive and significant effect on the emotional and behavioral responses of urban tourists (satisfaction, trust, loyalty). The findings also showed a positive and significant effect of satisfaction and trust on tourist loyalty.In recent years, many destinations have made great efforts to attract tourists, however, over-exploitation of natural resources and over-development of tourism can have negative effects on the environment, economy and the destination community, thereby harming the long-term health of the destinations. Given the need to address these challenges, or at least reduce the adverse effects and continue to attract tourists, social responsibility measures are recognized as one of the most effective solutions for tourism management organizations. In this study, an attempt was made to investigate the effect of social responsibility on the emotional and behavioral responses of urban tourists in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was incoming tourists to Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran's formula was used to determine the sample size for an unlimited population and the sample size was estimated at 384 people. The validity of the research instrument was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software using descriptive statistics and structural equation modeling. Findings showed that social responsibility has a positive and significant effect on the emotional and behavioral responses of urban tourists (satisfaction, trust, loyalty). The findings also showed a positive and significant effect of satisfaction and trust on tourist loyalty.In recent years, many destinations have made great efforts to attract tourists, however, over-exploitation of natural resources and over-development of tourism can have negative effects on the environment, economy and the destination community, thereby harming the long-term health of the destinations. Given the need to address these challenges, or at least reduce the adverse effects and continue to attract tourists, social responsibility measures are recognized as one of the most effective solutions for tourism management organizations. In this study, an attempt was made to investigate the effect of social responsibility on the emotional and behavioral responses of urban tourists in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study was incoming tourists to Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran's formula was used to determine the sample size for an unlimited population and the sample size was estimated at 384 people. The validity of the research instrument was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software using descriptive statistics and structural equation modeling. Findings showed that social responsibility has a positive and significant effect on the emotional and behavioral responses of urban tourists (satisfaction, trust, loyalty). The findings also showed a positive and significant effect of satisfaction and trust on tourist loyalty.In recent years,