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ارتباط سرمایه اجتماعی با رفتار نوآورانه و مزیت رقابتی مقاصد گردشگری ورزشی فعال استان بوشهر | ||
مطالعات بازاریابی ورزشی | ||
مقاله 3، دوره 3، شماره 4، دی 1401، صفحه 73-49 اصل مقاله (1.18 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/sms.2022.62543 | ||
نویسندگان | ||
طاهره غلامی* 1؛ جواد ادبی فیروز جاه2 | ||
1کارشناسی ارشد مدیریت ورزشی، گروه آموزشی علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه قم، قم، ایران | ||
2استادیار گروه مدیریت ورزشی، گروه آموزشی علوم ورزشی، دانشکده ادبیات و علوم انسانی، دانشگاه قم، قم، ایران. | ||
چکیده | ||
هدف از انجام این پژوهش، ارتباط سرمایه اجتماعی با رفتار نوآورانه و مزیت رقابتی مقاصد گردشگری ورزشی فعال استان بوشهر بود.روش تحقیق توصیفی و از نوع همبستگی بود که به شکل میدانی اجرا و در دسته تحقیقات کاربردی است.جامعه آماری تحقیق شامل جامعه میزبان و گردشگران ورزشی نوروزی مناطق گردشگری استان بوشهر بود که در سال 1398به استان بوشهر مسافرت نمودند.نمونه آماری پژوهش شامل 500 نفر بود که 250نفر از جامعه میزبان و250 نفر از گردشگران ورزشی بودند که بهصورت در دسترس انتخاب شدند.در جمعآوری دادهها از پرسشنامه سرمایه اجتماعی (Onyx Bolen, 2000)، پرسشنامه رفتار نوآورانه ,1998) (Counter و پرسشنامه مزیت رقابتی Hill & Jones, 2010)) استفاده شد.پایایی پرسشنامهها در مطالعه مقدماتی بر روی 30 نفر از نمونه و با ضریب آلفای کرونباخ 828/.،857/.،882/. برآورد شد.برای تجزیه تحلیل دادهها از نرمافزارهایSPSS22 وAmos استفاده شد.نتایج حاصل از برازش مدل نشان داد که سرمایه اجتماعی جامعه محلی و میزبان گردشگری ورزشی بر رفتار نوآورانه در زمینه گردشگری ورزشی تأثیر دارد همچنین رفتار نوآورانه در مقاصد گردشگری ورزشی فعال تأثیر مستقیم و معنیدار بر ایجاد مزیت رقابتی برای مقاصد گردشگری ورزشی فعال استان بوشهر دارد.همچنین نتایج مدل تأثیر مستقیم سرمایه اجتماعی بر مزیت رقابتی مقاصد گردشگری ورزشی فعال استان بوشهر را نشان نداد.بنابراین توجه به سرمایه اجتماعی در جامعه محلی و مؤلفههای آن بهویژه روابط همسایگی،مشارکت،اعتماد و کارایی اجتماعی باید در تقویت رفتار نوآورانه در گردشگری ورزشی فعال مورد توجه قرار گیرد. | ||
کلیدواژهها | ||
رفتار نوآورانه؛ مقاصد گردشگری ورزشی؛ مزیت رقابتی؛ سرمایه اجتماعی | ||
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