بررسی میزان رضایتمندی گردشگران ساحلی از کیفیت خدمات تفریحی – ورزشی در نوار ساحلی دریای مازندران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشگاه شمال

2 کارشناس ارشد مدیریت ورزشی

3 دانشیار گروه مدیریت ورزشی دانشگاه مازندران

چکیده

مقدمه و هدف: هدف از پژوهش حاضر، بررسی میزان رضایتمندی گردشگران ساحلی از کیفیت خدمات تفریحی- ورزشی در نوار ساحلی دریای مازندران می باشد.
روش شناسی: روش تحقیق مورد استفاده در این پژوهش توصیفی و از نوع زمینه یابی بود که در نحوه جمع‌آوری اطلاعات آن از روش میدانی استفاده شد. جامعه آماری مورد نظر را کلیه گردشگران محدوده ساحلی دریای خزر در استان مازندران تشکیل می دادند که تعداد نمونه بر اساس جدول تعیین حجم نمونه مورگان و همکاران حداقل (384n=) تعیین گردید که این تعداد با استفاده از نموته گیری خوشه ای- تصادفی انتخاب شدند. جهت گردآوری داده ها از پرسشنامه محقق ساخته استفاده شد که پایایی درونی آن از طریق ضریب آلفای کرونباخ به میزان 84/0 محاسبه و تایید گردید. جهت تجزیه و تحلیل اطلاعات و آزمون فرضیه های تحقیق نیز از آزمون پارامتریک t تک نمونه و آزمون ناپارامتریک توزیع دو جمله ای در سطح معناداری 05/0p≤ استفاده شد.
یافته ها: نتایج آزمون پارامتریک t تک نمونه برای متغیرهای کیفیت خدمات رفاهی (52/9-t=)، کیفیت خدمات تفریحی(36/8-t=) و کیفیت خدمات بهداشتی-درمانی(83/10-t=) همگی در سطح معنی داری 05/0p≤ و نتایج آزمون ناپارامتریک توزیع دو جمله ای برای متغیرهای کیفیت خدمات ورزشی، کیفیت خدمات امنیتی و کیفیت خدمات نیروهای انسانی متخصص و آموزش دیده همگی در سطح معنی داری 05/0p≤ نشان می دهد که گردشگران نوار ساحلی دریای مازندران، کیفیت خدمات ارائه شده در تمامی مولفه های مذکور را در سطح پایین تر از متوسط ارزیابی نموده و از وضعیت موجود اظهار نارضایتی داشته اند.
بحث و نتیجه گیری: کمبود در کمیت و کیفیت خدمات رسانی به گردشگران ساحلی، موجب کاهش مراجعات گردشگران به اینگونه فضاها خواهد شد. بنابراین ایجاد امکانات و تسهیلات متنوع در سواحل با هدف بهبود کیفیت خدمات می تواند منجر به بهبود زیر ساخت های شهری و در نهایت سبب ارتقاء سطح رضایتمندی گردشگران گردد.

کلیدواژه‌ها

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