بررسی عوامل موثر در جذب گردشگران ورزشی فعال به گردشگری ساحلی دریای خزر

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشکده تربیت‌بدنی، دانشگاه مازندران، بابلسر.

2 گروه مدیریت ورزشی، دانشکده تربیت بدنی، دانشگاه مازندران، بابلسر.

چکیده

این پژوهش، با هدف تقویت و توسعه گردشگری در سواحل، عوامل جذب‏کننده گردشگران ورزشی فعال در زمینۀ گردشگری ساحلی دریای خزر را مورد بررسی قرار داد. پژوهش حاضر، توصیفی- پیمایشی است و به‌صورت میدانی انجام گرفته است. جامعه آماری این پژوهش 400 نفر مشتمل بر کلیه کارمندان مرد صداوسیما مراکز استان‌های سراسر کشور بودند و حجم نمونه آماری براساس جامعه آماری و با استفاده از جدول مورگان، 196 نفر تعیین شد. بدین منظور تعداد220 پرسشنامه توزیع گردید و در نهایت 200 پرسشنامه مورد تجرزیه و تحلیل نهایی قرار گرفت. جهت گردآوری داده‌ها از پرسشنامه محقق‌ساخته استفاده شد که پایایی درونی آن از طریق ضریب آلفای‌کرونباخ به‌میزان 89/0 محاسبه و تایید گردید. تجزیه و تحلیل یافته‌های پژوهش با استفاده از آزمون کالموگراف‌اسمیرنف، آزمون فریدمن، یومن‌ویتنی و کروسکال‌والیس با کمک نرم‌افزار19 spssانجام شد. یافته‌های پژوهش نشان داد که جذابیت جاذبه‌های طبیعی با میانگین رتبه‌ای13/7 مهم‌ترین عوامل جذب‏کننده درونی و اطلاع‌رسانی، رسانه‌ها و تبلیغات با میانگین رتبه‌ای12/7 مهم‌ترین عوامل جذب‏کننده بیرونی گردشگران به گردشگری ساحلی محسوب می‌شود. همچنین عوامل جذب‏کننده بیرونی مهم‌تر از عوامل جذب‏کننده درونی عنوان شدند. با‌ توجه به نتیجه پژوهش حاضر، به مدیران و مسئولان در جذب گردشگر ساحلی پیشنهاد می‌شود که در کنار ویژگی‌های طبیعی دریا، جشن‌هایی متناسب با فرهنگ شهر میزبان برگزار کنند. اطلاع‌رسانی و تبلیغات در مورد تفریحات و امکانات ساحلی از طریق رسانه‌ها و آژانس‌های گردشگری صورت‌گیرد. همچنین در فصل‌هایی که مسافر کم است از طریق تخفیفات ویژه تورهای تفریحی ساحلی، زمینه را برای جذب بیشتر گردشگر فراهم‌کنند.

کلیدواژه‌ها

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