بررسی راهکارهای توسعه گردشگری ورزشی با به کارگیری مدل لیندگرین (مطالعه موردی بام سبز رامسر) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
یکی از جامع ترین مدل های موجود در مدیریت ارتباط با مشتری، مدل لیندگرین است. هدف پژوهش حاضر، بررسی راهکارهای توسعه گردشگری ورزشی با بکارگیری مدل لیندگرین (مطالعه موردی بام سبز رامسر) است. جامعه آماری مدیر، کارکنان (رسمی، پیمانی و قراردادی)، مشتریان ثابت (310N=)، تمام شمار است. روش پژوهش، ترکیبی (کیفی– کمی)، در روش (کیفی) از طریق مصاحبه با 30 نفر به اشباع نظری رسید، در روش کمی، از پرسشنامه ای محقق ساخته که روایی صوری آن توسط متخصصین مدیریت ورزشی و گردشگری، و پایایی آن با استفاده از آزمون آلفای کرونباخ 85 ./. تایید شد. برای تحلیل اطلاعات از آزمون کلموگروف - اسمیرنوف و ضریب همبستگی پیرسون، که از نرم افزار SPSS19 استفاده شد. نتایج حاصله (کیفی- کمی) نشان داد که بین مدل لیندگرین با توسعه صنعت گردشگری ورزشی همبستگی مثبت و معنی داری وجود دارد (p< 0.05). نتایج نشان داد که بیشترین میانگین مربوط به بعد مدیریت سازمان (11/4) بود. هم چنین وجود کلمات مفهومی به ترتیب چون مدیریت قوی جزو بیشترین پاسخ های آزمودنی بودند. با توجه به نتایج حاصله، مدیریت قوی بام سبز دارای ارتباط بالایی می باشد و اولویت اول پاسخ آزمودنی ها بود (39/0r=). لذا مدیریتی قوی از عوامل کلیدی توسعه گردشگری ورزشی مجموعه بام سبز رامسر است.Survey Methods Sports Tourism Development with using of Lindgreen Model (Case Study Green Roof Ramsar)
Introduction Lindgreen Model is One of the most comprehensive models in Customer Relationship Management. The purpose of this study is to survey methods used in sports tourism development with using Lindgreen Model (Case Study Green Roof of Ramsar). In Lindgreen Model, organizational management, organizational knowledge and technology are the most important factors. And thus in this research, it is tried to survey sports tourism development through using of Lindgreen Model. The researcher will then answer the question: Is there any relationship between sport tourism development in enhancing customer satisfaction( tourism) and CRM management in Lindgreen? Materials and Methods The statistic population of this study includes the manager, the staff members of Green Roof of Ramsar and its regular customers (N=310). The research methods are qualitative and quantitative. In qualitative method using interview with 30 persons, and quantitative method used by made questionnaire that validity by number of professors and reliability by Cronbachs Alpha test (r = ./ . 85). For data analysis used of Kolmogorov–Smirnov test and Pearson test . Discussion and Results Table 1. Summary of analysis descriptive and statistical variables N Average Variance Correlation coefficientsPearson The regression coefficient T Sig Technology Management 274 77/3 480/0 ** 319/0 322/0 968/11 000/0 Organization Management 274 11/4 241/0 ** 363/0 390/0 360/9 000/0 knowledge Management 274 39/3 134/0 * 309/0 272/0 783/4 000/0 sport tourism industry development 274 09/3 474/0 R 2 =880/0 156/0 Result showed that there are relationship positive and significant between Lindgreen Model with sport tourism development )p Result showed that there are relationship positive and significant between Organization Management , knowledge Management and Technology Management. Too, Result showed that there is relationship positive and significant betweenCorrelation coefficients and scale sport tourism industry development Green Roof Ramsar, P (05/0)>. There are relationship positive and straight between increase one variable whit increase other variable . Then amount increase tourism industry development will increase with each sector of management. This research has been in a way, with Haghshenas Kashani and Rastegar (1391 ) research. Result Pearson Test showed that most amount sport tourism industry development, between management variable on the Green roof ramsar is organization management that most amount correlation . too, knowledge management is amount least correlation between all management variables in this research. Result Regression Test showed that factors amount sport tourism development of attention for significant level in the sideway Hypothesis test (organization management, technology management, knowledge management) for amount sport tourism industry development forecast has impact positive and significant. The coefficient determination is 0/880 percent of The resulting Change. Conclusions In this research, Green Roof Ramsar management has value maximum in organization goal whit attention for role CRM. Sport tourism is third common industry in the worth, with two purpose dincome and employment one of the resources important every community for achieve of economy purposes, social and cultural. In this Lindgreen Model is factors organization management, employee motivation and human resources, that it is main causes in this Lindgreen Model. Then existence factor Customer Relation Management is one of reasons show customer satisfaction,each manager in the organization can Find out of Customer Relationship Management to amount customer satisfaction of own organization. In this research Green Roof Ramsar comfortable to importance and role Customer Relationship Management of advancement organization purpose and the result this Green Roof, can achieve to management strong and own leadership into organization, that in the every organization factors are example human resources has the highest value. Too, Manager role and organization turn on in the Customer Relationship Management and own important shows highlights. Maybe, one of the factors strong organization management are Private and ownership manager in this system, that manager have relationship of staff and every tourisms and these are factors important success. Since, that human has key role in the development and development done by human. Motivation needs persons are most importance and Resolve them has particular importance. Motivation staff is in the high level performance organization, that it is Positive contribution of the organization's mission. Then, manager should know that staff mental abilities, innovation, impact factors in the them motivation for achieve to purposes successful organization. So, manager should consider on Individual characteristics human resource and change for human resource that manager to know talents, abilities and partnership staffs in the production optimized backgrounds and service can cause development organization. Therefore, if human resource are the best resource organization, then In that case, managers must attractive engaged and effective human resource. Certainly, carelessness in create such attitude will be causes increase high costs in the organization. Keywords : Sport Tourism, Lindgreen, Ramsar. References : Ashoori, M., Sharif Khani, M. and Tarokh, M.J. (2014), development of customer knowledge management process by using customer relationship management systems, Journal of Technology , No. 40, p. 62. Akbar Khan, S., Qureshi, A., Salman, I. and Hunjra, A. (2014). CRM implementation: A descriptive study of the service industry in Pakistan, World Applied Sciences Journal , No. 3: 355-361. Haghshenas Kashani, F. and Rastegar, H. (2012), the main factors influencing the ten models in the implementation of customer relationship management in the tourism industry Lindgreen of the study (travel agency ), Enterprise Resource Management Studies , 2(4): 65-84. Khaleghi Baygi, M. and Bnar, A.E.A. (2014), the main factors affecting the failure of the customer relationship management (customers ) in the health system, Health Information Management Journal , 5 (39): 21-36. Lindgreen A., Palmer R., Vanhamme J., and Wouters J. (2006). A relationshipmanagement assessment tool: Questioning, identifying, and prioritizing critical aspects of customer relationships, Industrial Marketing Management 35: 57–71. Nettleton, D. (2014). Commercial Data Mining CRM, Customer Relationship Management and Analysis. Chapter 13. Processing, Analysis and Modeling for Predictive Analytics Projects , Pages 195–208.
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