فصلنامه علمی- پژوهشی اطلاعات جغرافیایی « سپهر»

فصلنامه علمی- پژوهشی اطلاعات جغرافیایی « سپهر»

تحلیل تأثیر ارزش های زمین شناختی بر کیفیت برنامه های بازی وارسازی در مقصدهای ژئوتوریستی؛ مطالعه موردی: ژئوپارک جهانی ارس

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانش آموخته کارشناسی ارشد مدیریت جهانگردی، دانشکده گردشگری، دانشگاه تهران، تهران، ایران.
2 استادیار گروه مدیریت و اقتصاد گردشگری، دانشکده گردشگری، دانشگاه تهران، تهران، ایران.،
چکیده
بازی­ وارسازی ابزاری در جهت ارتقاء تجربه گردشگران به روشی نوآورانه، از طریق ترکیب خدمات گردشگری با عناصر بازی است. در این راستا، پژوهش حاضر با هدف واکاوی تاثیر ارزش­ های زمین­ شناختی بر کیفیت برنامه­ های بازی­ وارسازی در مقصدهای ژئوتوریستی انجام شد. گردآوری داده­ ها با استفاده از پرسشنامه ساختاریافته انجام پذیرفت. روایی پرسشنامه به صورت روایی واگرا و همگرا و پایایی نیز از طریق ضریب بارهای عاملی، پایایی ترکیبی، و آلفای کرونباخ مورد بررسی قرار گرفت. تحلیل داده ­ها با استفاده از تکنیک مدل‌سازی معادلات ساختاری انجام پذیرفت. جامعه آماری تحقیق شامل افرادی است که نسبت به موضوع ژئوتوریسم آگاهی کافی دارند. تعداد نمونه آماری 256 نفر و توزیع پرسشنامه ­ها به روش هدفمند است. ژئوپارک جهانی ارس به عنوان محدوده مطالعاتی مدنظر قرار گرفته است. نتایج حاصل از تحلیل داده ­ها نشان داد ارزش‌های میراث زمین‌شناختی شامل ارزش علمی با ضریب مسیر 0.489 ، ارزش اکولوژیکی با ضریب مسیر 0.371، ارزش زیبایی ­شناسی با ضریب مسیر 0.269، ارزش فرهنگی با ضریب مسیر 0.457، ارزش اقتصادی با ضریب مسیر 0.298، و ارزش آموزشی با ضریب مسیر 0.312 می­ توانند به نحوی مثبت بر کیفیت برنامه‌های بازی‌وارسازی در مقصدهای ژئوتوریستی تأثیرگذار باشند. برنامه ­های بازی­ وارسازی نه تنها به افزایش آگاهی علمی و زیست‌محیطی بازدیدکنندگان کمک می‌کنند بلکه با ارتقاء تجربه گردشگری و ایجاد تجارب تعاملی و آموزنده، به تقویت موقعیت و جذابیت مقصدهای ژئوتوریستی می‌انجامند. به ­طور­کلی، تحقیق حاضر تأکید می‌کند که ادغام مؤثر ارزش‌های میراث زمین‌شناختی در برنامه‌های بازی‌وارسازی می‌تواند به ارتقاء کیفیت تجربیات گردشگری، افزایش جذب و نگه‌داشت گردشگران، و توسعه پایدار صنعت ژئوتوریسم منجر شود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Analyzing the impact of geological values on the quality of gamification programs in geotourism destinations - Aras global geopark as a case study

نویسندگان English

Sayeh Davoodi Ilkhechi 1
Sajad Ferdowsi 2
1 M.A. in Tourism management, Faculty of tourism, University of Tehran, Tehran, Iran.
2 Assistant professor, Department of tourism management and economics, Faculty of tourism, University of Tehran, Tehran, Iran.
چکیده English

Extended Abstract
Introduction
Gamification is a novel concept used to enhance customer experience by incorporating game design elements outside their original context. In the realm of tourism, gamification has been recognized as a tool to improve tourists' experiences at destinations, increase their engagement with tourism services, boost loyalty, and serve as a management and training tool for tourism industry employees. Geoparks, particularly those focused on geoheritage protection, are key geotourism destinations. Aras Global Geopark, which was included in UNESCO's Global Geoparks Network in 2023, presents a valuable opportunity for attracting tourists. Consequently, advertising and marketing strategies, including the use of gamification tools, should be prioritized by the park's management. This research aims to address the question: Do geological values affect the quality of gamification programs in geotourism destinations? The findings will provide valuable insights for policymakers and decision-makers seeking to enhance the performance of geotourism destinations, especially geoparks.
Research Methodology
This research is categorized as developmental-applied research in terms of purpose and descriptive-analytical in terms of nature and method. It is a cross-sectional study with a quantitative approach. Data were collected using a structured questionnaire. To ensure validity, both divergent and convergent validity were assessed, with results presented in the findings section. Reliability was evaluated using factor loadings, composite reliability, and Cronbach's alpha, with details provided in the findings. Data analysis was conducted using structural equation modeling (SmartPLS software). The study population consists of individuals with sufficient knowledge of geotourism, with Aras Global Geopark as the study area.
Research Findings
The research investigated the impact of various geoheritage values on the quality of recreational programs at Aras Global Geopark. Results indicate that scientific, ecological, aesthetic, cultural, economic, and educational values positively influence the design and implementation of these programs. Scientific value offers an informative and engaging experience by detailing unique geological features. Ecological value enhances tourist awareness and participation by showcasing unique plant and animal species and incorporating environmental protection activities. Aesthetic value improves tourists' visual and emotional experiences through attractive landscapes and interactive games. Cultural value enriches the experience with historical and cultural sites and history-related games. Economic value boosts tourism by improving accessibility, facilities, and using gamification as a marketing tool. Educational value increases scientific knowledge and education through interactive games. Overall, incorporating these values in gamification programs can attract more tourists, enhance their experiences, and promote sustainable development in geotourism.
Conclusion
Geoheritage values positively impact the quality of gamification programs in geotourism destinations, leading to improved tourist experiences and enhanced attraction of these destinations. The study demonstrates that leveraging geoheritage values in the design and execution of recreational programs contributes to sustainable development and greater success in attracting tourists. These programs not only raise scientific and environmental awareness but also enhance the tourism experience through interactive and informative activities. The research underscores that integrating geoheritage values into gamification programs can improve tourism experiences, increase tourist attraction and retention, and support the sustainable development of the geotourism industry.

کلیدواژه‌ها English

Geotourism
Geological values
Gamification
Geopark
Aras
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