تحقيق تنبؤي في نية سفر السياح الدوليين إلى الأردن
DOI:
https://doi.org/10.35516/hum.v52i3.5332الكلمات المفتاحية:
دوافع السفر، صورة الوجهة، إدراك المخاطر، التعب الوبائي، نية السفرالملخص
الأهداف: تساهم صناعة السياحة بشكل كبير في الناتج المحلي الإجمالي في العديد من البلدان النامية. وقد تسببت جائحة كوفيد-19 بتعطيل السفر الدولي، مما أدى إلى انخفاض عدد السياح الدوليين في الأردن. وحيث يمثل هؤلاء السائحون السوق المستهدف الرئيسي لاستراتيجية التسويق، تسعى الحكومة وأصحاب المصلحة إلى ضمان تعافي قطاع السياحة. هناك دراسات محدودة حققت في نية السفر السياحي بعد الوباء من منظور السياح. و بالنظر إلى أهمية هذه القضية ، ناقشت هذه الورقة البحثية تأثير دافع السفر، وإدراك المخاطر وصورة الوجهة للسياح الدوليين الذين زاروا الأردن بعد الجائحة للتنبؤ بنيتهم للسفر في المستقبل.
المنهجية: تم تطوير استبيان مقطعي، وتم توزيع إجمالي 460 استبيانًا على السياح الدوليين في الفترة من 4 إلى 31 ديسمبر 2022. وقد تم استخدام PLS-SEM لتحليل البيانات واختبار الفرضيات.
النتائج: تشير النتائج إلى أن دافع السفر وصورة الوجهة لهما تأثير كبير على نية السفر لزيارة الأردن بعد الجائحة. في حين أن المخاطر المتصورة لم تؤثر بشكل كبير على نية السفر. بالإضافة إلى ذلك ، وجد أن التعب الوبائي يخفف بشكل كبير من تأثير المخاطر المتصورة ودوافع السفر على نية السفر.
الخلاصة: يمكن أن تساعد النتائج صانعي السياسات السياحية، وممارسي الصناعة في تطوير استراتيجية تسويقية فعالة لجذب المزيد من الزوار إلى البلاد، وتعزيز التنمية السياحية المستدامة في أوقات الأزمات والأوبئة المستقبلية.
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