GV304 : The effect of tourism experience on the storytelling of sports tourists with the mediator role of affective commitment
Thesis > Central Library of Shahrood University > Physical Education > MSc > 2023
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This study was conducted to determine the effect of tourism experience on the storytelling of sports tourists with the mediating role of affective commitment. The present research is a quantitative study that was applied in terms of purpose and was conducted as a field study. The study population consisted of visitors to the Pooladkaf Ski Resort in Shiraz during the winter of 2022. A sample of 310 people was selected through convenience sampling among the users of the ski resort. To collect data, the experience questionnaire of Singh et al. (2022) and the Affective Commitment and Storytelling Zhong et al.’s (2017) questionnaire were used. The validity of the questionnaires was assessed and confirmed by experts and scholars in sports and tourism management. The reliability of the questionnaires was also evaluated and confirmed using Cronbach's alpha coefficient in a preliminary study. Data analysis was performed in two descxriptive and inferential sections using the SPSS and PLS software.
The findings showed that tourism experience had a positive and significant effect on the storytelling of Pooladkaf Ski Resort visitors in Shiraz, with a path coefficient of 0.42 and a significance level of 7.37. In addition, tourism experience had a positive and significant effect on visitors' affective commitment, with a path coefficient of 0.42 and a significance level of 9.46. Additionally, affective commitment had a positive and significant effect on the storytelling of Pooladkaf Ski Resort visitors in Shiraz, with a path coefficient of 0.21 and a significance level of 3.27. Moreover, affective commitment played a mediating role in the relationship between tourism experience and the storytelling of Pooladkaf Ski Resort visitors, with a path coefficient of 0.092 and a significance level of 3.10. Overall, the tourism experience as a dynamic and interactive process can have various effects on the storytelling of sports tourists. These effects may include development in beliefs, communication skills and capabilities, affective commitment, and approaches to the tourism community. In addition, commitment can also act as a fundamental component in creating storytelling and the character of a sports tourist, because it is present in a new and challenging environment.
Keywords:
#Tourism #Tourism experience #Storytelling #Affective commitment Keeping place: Central Library of Shahrood University
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