بخش بندی بازار گردشگری کوه نوردی در ایران بر اساس ویژگی های جمعیت شناختی و انگیزه های گردشگران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

2 گروه آموزشی مدیریت ورزشی، دانشکده تربیت بدنی وعلوم ورزشی، دانشگاه خوارزمی، تهران، ایران

3 گروه آموزشی مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران

چکیده

اخیراً گردشگری ورزشی در رشته کوه‌نوردی رونق قابل‌توجهی در ایران داشته است. در راﺳﺘﺎی بهره‌گیری ﻣﻄﻠﻮب از ظرفیت‌های ﺑﺎزار ﮔﺮدﺷﮕﺮی، می‌بایست گروه‌های ﻫﺪف به درستی شناسایی شوند. بنابراین، در این پژوهش ﺷﻨﺎﺧﺖ دقیق بخش‌بندی ﺑﺎزار ﮔﺮدﺷﮕﺮی به ‌عنوان ﯾﮑﯽ از ارﮐﺎن ﻣﻮﻓﻘﯿﺖ در زمینه ﻣﺪﯾﺮﯾﺖ ﮔﺮدﺷﮕﺮی مورد بررسی قرارگرفته است. هدف کلی این تحقیق، بخش‌بندی بازار گردشگری کوه‌نوردی ایران بر اساس ویژگی‌های جمعیت شناختی و انگیزه‌ها است. این مطالعه بر اساس اهداف، جزو تحقیقات کاربردی و از نظر روش گردآوری داده‌ها از نوع پیمایشی است. ابزار جمع‌آوری داده‌ها، پرسشنامه‌ای شامل سه بخش و در چارچوب طیف پنج گزینه‌ای لیکرت است. جامعه آماری پژوهش، کوه‌نوردان داخلی شهرهای مختلف ایران بوده و نمونه‌ها به صورت داوطلبانه و غیرتصادفی انتخاب شدند. برای تجزیه ‌و تحلیل داده‌ها از آمار توصیفی، ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ اﮐﺘﺸﺎﻓﯽ، تحلیل عاملی تأییدی و ﺗﺤﻠﯿﻞ خوشه‌ای استفاده گردید. نتایج نشان داد که افراد از نظر میزان تحصیلات، میانگین درآمد ماهیانه، نوع فعالیت ورزشی و منابع اطلاعاتی مورد استفاده در چهار خوشه به دست آمده، تفاوت معنی‌داری دارند. همچنین، تمامی زیرمقیاس‌های انگیزه و نمرات کل در خوشه‌ها، تفاوت معنی‌داری داشته و کلیه تفاوت‌های دو به دوی خوشه‌ها از نظر مقیاس‌های انگیزه معنی‌دار بودند. بر اساس نتایج به‌دست‌آمده، متغیر انگیزه تأثیر مثبت و معنی‌داری بر بازار گردشگری داشت؛ اما تأثیر متغیر جمعیت‌شناختی بر بازار گردشگری معنی‌دار نبود.

کلیدواژه‌ها


عنوان مقاله [English]

Mountaineering tourism market segmentation in Iran: a demographic and motivational approach

نویسندگان [English]

  • Azadeh Mohammadi 1
  • Hossein Akbari Yazdi 2
  • Alireza Elahi 3
1 Ph.D. Student of Sport Management, Faculty of Physical Education and Sports Sciences, Kharazmi University,Tehran, Iran
2 Department of Sports Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
3 Department of Sports Management, Faculty of Physical Education and Sport Sciences, Kharazmi University, Tehran, Iran
چکیده [English]

Recently, sports tourism in mountaineering has experienced a significant boom in Iran. In order to properly utilize the potential of the tourism market, target groups must be identified. Therefore, in this study, accurate identification of tourism market segmentation as one of the pillars of success in the field of tourism management has been examined. The overall goal of this study is to segment the Iranian mountaineering tourism market based on demographic characteristics and motivations. This study is an applied research based on its objectives and is a survey type in terms of data collection method. The data collection tool is a questionnaire consisting of three sections and within the framework of a five-option Likert scale. The statistical population of the study was domestic mountaineers from different cities in Iran, and the samples were selected voluntarily and non-randomly. Descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and cluster analysis were used to analyze the data. The results showed that individuals differed significantly in terms of education level, average monthly income, type of sports activity, and information sources used in the four clusters obtained. Also, all motivation subscales and total scores in the clusters differed significantly, and all pairwise differences between clusters were significant in terms of motivation scales. Based on the results obtained, the motivation variable had a positive and significant effect on the tourism market; but the effect of the demographic variable on the tourism market was not significant.

کلیدواژه‌ها [English]

  • Motivation
  • Tourism Marketing
  • Market Segmentation
  • Mountaineering
  • Tourism
Apollo, M. (2017). The true accessibility of mountaineering: The case of the High Himalaya. Journal of Outdoor Recreation and Tourism, 17, 29-43. https://doi.org/10.1016/j.jort.2016.12.001
Azman, I. (2011). An investigation of tourists motivational factors of using health and spa facilities in five-star resorts in Kota Kinabalu, Sabah (Doctoral dissertation, Universiti Malaysia Sabah). https://eprints.ums.edu.my/id/eprint/42654/1/24%20PAGES.pdf
Beedie, P. & Hudson, S. (2003). Emergence of mountain-based adventre tourism. Annals of Tourism Research, 30(3), 625-643. https://doi.org/10.1016/S0160-7383(03)00043-4
Bichler, B.F. & Peters, M. (2021). Soft adventure motivation: An exploratory study of hiking tourism. Tourism Review, 76(2), 473-488. https://doi.org/10.1108/TR-10-2019-0403?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Galiakbarov, Y., Mazbayev, O., Mutaliyeva, L., Filimonau, V. & Sezerel, H. (2024). When the mountains call: Exploring mountaineering motivations through the lens of the calling theory. Journal of Outdoor Recreation and Tourism, 45, 100743. https://doi.org/10.1016/j.jort.2024.100743
Geiger, K., Sers, S., Buday, L. & Wäsche, H. (2023). Why hikers hike: an analysis of motives for hiking. Journal of Sport & Tourism, 27(4), 315-329. https://doi.org/10.1080/14775085.2023.2252420?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Gürer, B. & Kural, B. (2024). Push and pull motivations of sport climbers within the scope of outdoor and adventure tourism. Journal of Quality Assurance in Hospitality & Tourism, 25(6), 1963-1982. https://doi.org/10.1080/1528008X.2023.2211787
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate data analysis (7th ed.). Prentice Hall. https://www.drnishikantjha.com/papersCollection/Multivariate%20Data%20Analysis.pdf
Hungenberg, E., Ouyang, L. & Gray, D. (2019). Measuring the information search behaviors of adventure sport tourists. Event Management, 23(1), 75-91. https://doi.org/10.3727/152599518X15378845225366
Jackson, S.A., Eklund, R.C., Gordon, A., Norsworthy, C., Mackenzie, S.H., Hodge, K. & Stephen, S.A. (2023). Flow and outdoor adventure recreation: Using flow measures to re-examine motives for participation. Psychology of Sport and Exercise, 67, 102427. https://doi.org/10.1016/j.psychsport.2023.102427
Kotler, P., Keller, K.L., Ancarani, F. & Costabile, M. (2014). Marketing management 14/e. Pearson.
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Kotler%2C+P.%2C+Keller%2C+K.L.%2C+Ancarani%2C+F.+%26+Costabile%2C+M.+%282014%29.+Marketing+management+14%2Fe.+Pearson.&btnG=
Mehmetoglu, M. (2007). Typologising nature-based tourists by activity—theoretical and practical implications. Tourism Management, 28(3), 651-660. https://doi.org/10.1016/j.tourman.2006.02.006
Muhar, A., Schauppenlehner, T., Brandenburg, C. & Arnberger, A. (2007). Alpine summer tourism: the mountaineers’ perspective and consequences for tourism strategies in Austria. Forest Snow and Landscape Research, 81(7), 7-17.
https://www.researchgate.net/publication/228354198_Alpine_summer_tourism_the_mountaineers'_perspective_and_consequences_for_tourism_strategies_in_Austria 
Mohammadzadeh Khalil Abadi, A., Sharbaf Eidgahi, A. & Asmandareh, Y. (2017). Market segmentation based on expected benefits of Mashhad citizens for selecting tourism destinations. Tourism and Development, 6(1), 118–134. [In Persian] https://doi.org/10.22034/jtd.2020.110398
Myburgh, E. & Kruger, M. (2022). Do they behave the same? Identifying the motives and behavioral intentions that influence the event loyalty of different distance triathletes. International Journal of Sport Management and Marketing, 22(3-4), 211-242. https://doi.org/10.1504/IJSMM.2022.10048698
Ng, S.L. & Hsu, M.C. (2024). Motivation-Based segmentation of hiking tourists in Taiwan. Tourism and Hospitality, 5(4), 1065-1082. https://doi.org/10.3390/tourhosp5040060
Pomfret, G. (2006). Mountaineering adventure tourists: a conceptual framework for research. Tourism Management, 27(1), 113-123. https://doi.org/10.1016/j.tourman.2004.08.003
Prayag, G. & Grivel, E. (2014). Motivation, satisfaction, and behavioral intentions: Segmenting youth participants at the Interamnia World Cup 2012. Sport Marketing Quarterly, 23(3), 148-160. https://doi.org/10.1177/106169341402300305?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Rejón-Guardia, F., Rialp-Criado, J. & García-Sastre, M.A. (2023). The role of motivations and satisfaction in repeat participation in cycling tourism events. Journal of Outdoor Recreation and Tourism, 43, 100664. https://doi.org/10.1016/j.jort.2023.100664
Rokn al-Din Eftekhari, A. & Mahdavi, D. (2006). Strategies for developing rural tourism using the SWOT model (Case study: Lavasan-e Kuchek rural district). Spatial Planning and Geomatics, 10(2), 1–31. [In Persian]
https://facultystaff.urmia.ac.ir/HandlerJournal.ashx?CVID=133779&STID=65&file=20171205084941-9915-197.pdf
Saffari, E. & Sharififar, F. (2015). Prioritizing effective indicators on adventure tourism marketing using the 7P marketing mix model. International Conference on Physical Education and Sports. [In Persian]         https://sid.ir/paper/830783/en
United Nations World Tourism Organization (UNWTO), (2012), https://www.unwto.org/.
Wilson, N., Hill, E., & Gómez, E. (2024). Motivations and outcomes on long-distance trails: A case study of the means-end of recreation scale and thru-hikers. Journal of Outdoor Recreation, Education, and Leadership, 16(2), 19-34. https://doi.org/10.18666/JOREL-2024-12059
Seo, W.J., Lewin, L.A., Han, S., Park, S.H., Moon, B.Y., Kim, M.S. & Moon, B. (2019). Measuring sport tourist motivation: implications for sport tourism distribution. Journal of Distribution Science, 17(3), 49-55. https://doi.org/10.15722/jds.17.03.201903.49
Yuniawati, Y., Ridwanudinm, O. & Pancawati, D. (2019). An investigation into hiking motivation. International Journal of Academic Research in Business and Social Sciences, 9(3), 782-788. https://doi.org/10.6007/IJARBSS/v9-i3/5744