نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
Introduction
In the present era, the tourism economy and tourism have been transforming into one of the fastest-growing industries in the world, serving as a tool for generating national revenue, a key pillar of the global economy, and a concept shaping various forms of development. On the other hand, sports tourism has also emerged as a growing sector within the tourism industry. Since the tourism experience can have a profound impact on tourists' future behaviors, researchers in this study aimed to determine the effect of the tourism experience on storytelling of sports tourists, with the mediating role of affective commitment.
Methods
The present study is a quantitative and applied research, conducted as a field study. In terms of the relationship between variables, it is of a correlational nature, and from a temporal perspective, it is cross-sectional. The statistical population of this study consisted of the users of the Puladkaf Ski Resort in Shiraz in the year 2023. The G*Power software was used to estimate the sample size. Considering the maximum influential independent variable, an error rate of 0.01, a test power of 0.84, and an effect size of 0.05, the software determined a minimum sample size of 306 for the study. However, to enhance the validity and richness of the research and account for potential non-responses, 320 questionnaires were distributed among the users. It is noteworthy that convenience sampling was used for sample selection. To collect data on experience, the experience questionnaire by Singh, et al. (2022) was utilized, while for gathering data on affective commitment and storytelling variables, the questionnaire by Zhong, et al. (2017) was employed. These questionnaires each contained five questions, with responses rated on a five-point Likert scale (1= strongly disagree to 5= strongly agree). After confirming the face and content validity, 320 questionnaires were distributed and collected in person from the selected sample. Among these, 10 questionnaires were excluded due to missing or outlier data, and the analysis was conducted on 310 questionnaires. It is worth mentioning that the data analysis was performed in two sections: descriptive and inferential. SPSS and PLS software were used for the analyses.
Results
The research findings indicated that the tourism experience has a positive and significant effect on the storytelling of visitors to the Puladkaf Ski Resort in Shiraz, with a path coefficient of 0.42 and a significance value of 7.37. Additionally, the tourism experience positively and significantly affects visitors' affective commitment, with a path coefficient of 0.42 and a significance value of 9.46. Furthermore, affective commitment has a positive and significant impact on the storytelling of Puladkaf Ski Resort visitors, with a path coefficient of 0.21 and a significance value of 3.27. Moreover, emotional commitment plays a mediating role in the relationship between the tourism experience and visitors’ storytelling, with a path coefficient of 0.092 and a significance value of 3.10.
Conclusion
The findings of the present study revealed that the experience of tourists at the Puladkaf Ski Resort in Shiraz, as a dynamic and interactive process, can have multiple effects on storytelling of sports tourists. These effects may include changes in beliefs, communication skills and abilities, affective commitment, and attitudes toward the tourism community. Additionally, commitment itself may arise from being in a new environment filled with challenges and opportunities, serving as a fundamental component in shaping storytelling and the identity of sports tourists.
کلیدواژهها English
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