طراحی الگوی سنجش رضایت‌مندی گردشگران از خدمات رستوران‌های غذای محلی (مورد مطالعه: رستوران‌های غذای محلی واقع در تهران)

فصلنامه جغرافیایی فضای گردشگری

دوره 10، شماره 40، آذر 1400، صفحه 65-84   

نوع مقاله: مقاله پژوهشی

نویسنده

ایمان چشم فسا^*

دانشجوی دکترای مدیریت گردشگری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

 
امروزه مقاصد گردشگری می­بایست به گردشگران خدمات با کیفیت بالا و اجزای منحصربه­فرد ارائه دهند تا علاوه بر برآورده ساختن نیازها، موجب رضایت­مندی آنان را فراهم آورند. هدف این مطالعه، بررسی عوامل مؤثر بر رضایت گردشگران خارجی از خدمات رستوران­های کشور و ارائه آن در قالب مدلی کاربردی می­باشد. این پژوهش از لحاظ هدف از نوع کاربردی و دارای رویکردی ترکیبی(کیفی و کمّی) می­باشد. بر این اساس، نخست به جمع­آوری اطلاعات از منابع علمی مرتبط مبادرت و عامل­های اثرگذار بر رضایت مشتریان از خدمات رستوران با بهره­گیری از روش کیفی فراترکیب شناسایی شد. پس از توزیع و جمع­آوری 223 پرسشنامه میان نمونه آماری، تجزیه و تحلیل اطلاعات با استفاده از روش تحلیل عاملی و مدل­یابی معادلات ساختاری توسط نرم­افزار LISREL جهت بررسی و اعتبارسنجی مدل طراحی­شده صورت پذیرفت. نتایج پژوهش نشان می­دهد که کیفیت خدمات شامل کیفیت غذا و نوشیدنی، همدلی، تضمین، بُعد فیزیکی، فضا و جو، قابلیت اطمینان و بُعد فرهنگی بیشترین تأثیر را بر رضایت­مندی گردشگران خارجی و نیّات رفتاری آنان به ویژه قصد بازدید مجدد دارد.

کلیدواژه‌ها

انتظارات مشتری؛ رضایت مشتری؛ کیفیت خدمات؛ گردشگری خوراک؛ نیّات رفتاری؛ صنعت رستوران

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