اثر مسئولیت‌پذیری اجتماعی بر توسعه اجتماعی مناطق روستایی با تأکید بر هم‌آفرینی ارزش برای گردشگران (مورد مطالعه منطقه اورامانات)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

2 دانش‌آموخته کارشناس ارشد گروه مدیریت گردشگری، دانشگاه پیام ‌نور، تهران، ایران.

چکیده

هدف از این پژوهش بررسی اثر مسئولیت‌پذیری اجتماعی بر هم‌آفرینی ارزش مشتری با نقش میانجی رفتار شهروندی سازمانی مشتری محور و بهبود ارائه خدمات و نقش تعدیل‌گر رفتارهای توانمندسازی مشتری در منطقه اورامانات است. روش نمونه‌گیری این پژوهش در دسترس و تعداد آن 384 نفر است. ابزار سنجش در این پژوهش، پرسشنامه محقق‌ساخته است. تحلیل‌های آماری با استفاده روش معادلات ساختاری انجام ‌شده است. جامعه آماری این پژوهش کلیه کارکنان اقامتگاه‌های بوم‌گردی و پذیرایی منطقه اورامانات در استان‌های کردستان و کرمانشاه است. نتایج این پژوهش نشان داد که مسئولیت‌پذیری اجتماعی موجب ارتقاء توسعه اجتماعی در مناطق روستایی می‌شود. همچنین افرادی که در حوزه‌ گردشگری به­عنوان سرمایه‌گذار فعالیت دارند، می‌توانند با آموزش کارکنان در راستای خلق ارزش، خدمات بهتری ارائه بدهند و گردشگرانی که تعاملی لذت‌بخش با کارکنان و مسئولین دارند، مشتاق می‌شوند تا تجربیات خود را به اشتراک بگذارند.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Social Responsibility on the Social Development of Rural Areas with Emphasis Value Co-creation for Tourists (A Case Study of the Oramanat Region)

نویسندگان [English]

  • Y. Shirmohammadi 1
  • A. Nader Moghaddam 2
1 Asociate Professor, Department of Business Managment, Payame Noor University, Tehran, Iran
2 Master of Tourism Management, Payame Noor University, Tehran, Iran.
چکیده [English]

The purpose of this study is to investigate the effect of social responsibility on creating customer value with the mediating role of customer-oriented organizational citizenship behavior and improving service delivery and the moderating role of customer empowerment behaviors in Oramanat region. The sampling method of this study was available, and included 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods. The statistical population of this study is all employees of ecotourism and hospitality resorts in the Oramanat region in Kurdistan and Kermanshah provinces. The results showed that social responsibility promotes social development in rural areas. The results of the study indicated that special attention should be paid to the empowerment of tourists. The results of this study showed that people who work as investors in the field of tourism, can provide better services by training in eco-tourism and hospitality sector, and tourists who have a pleasant interaction with staff and officials, are eager to share their experiences.

کلیدواژه‌ها [English]

  • Tourism
  • Village
  • Ecotourism
  • Social Responsibility
  • Co-creation

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