امکان سنجی تاثیر تبلیغات تلویزیونی برای توسعه گردشگری جزیره کیش طی پنج سال گذشته

 

حبیب حمزه¹فرزانه معماری² 

 

کارشناس ارشد مدیریت رسانه¹

 

 دانشگاه تهران، پردیس بین الملل کیش

 

hhamzeh@ut.ac.ir

 

کارشناس ارشد مدیریت رسانه²

 

 دانشگاه تهران، پردیس بین الملل کیش

 

sogandmemari90@gmail.com

 

بهار 1397

 ارائه شده در نشریه انجمن علمی بازرگانی ایران

 

 

چکيده:

هدف اصلی این پژوهش امکان سنجی تاثیر تبلیغات تلویزیونی برای  توسعه گردشگری جزیره کیش طی 5 سال گذشته می باشد. تحقیق حاضر در حوزه تحقیقات کاربردی و از نوع پژوهش­هاي غير علي، توصيفي- تحليلي و از نوع فرضيه­يابي است که با استفاده از مدل آیدا (AIDA) انجام شده است. جامعه آماری تحقیق میانگین ورود گردشگران  به جزیره کیش در هر روز3157 نفر می­باشند که  با استفاده از روش فرمول کوکران تعداد 343 نمونه انتخاب شده است.در این تحقیق از روش‌های آماری توصیفی و استنباطی استفاه شده است. داده‌ها با استفاده از شاخص‌های آمار توصیفی شامل میانگین و انحراف استاندارد ارائه شده و در بخش آمار استنباطی به منظور آزمون فرضیه­های پژوهش از آزمون تحليل همبستگی پیرسون و آزمون­هاي تی تک نمونه، استفاده شده است. همچنین، از نظر نحوه گردآوری اطلاعات، توصیفی از نوع پیمایشی است. نتایج به دست آمده نشان داد، تبلیغات تلویزیونی رابطه معناداری با توسعه گردشگری جزیره کیش طی 5 سال گذشته داشته است. به طوری که در این مدت، آگاهی تبلیغات، ایجاد علاقه، تحریک (اشتیاق) و اقدام به سفر تبلیغات تلویزیونی رابطه معنا داری با توسعه گردشگری جزیره کیش دارد و همچنین تبلیغات تلویزیونی موجب توسعه زيست محيطي، اقتصادي، سياسي و اجتماعي جزیره کیش شده است.

 

کلمات کلیدی: تبلیغات تلویزیونی، توسعه زيست محيطي، توسعه اقتصادي، توسعه سياسي، توسعه اجتماعي،

 

 

The current research has been done in the field of applied research and is descriptive-analytic, and hypothesis-based, using the Aida model (AIDA). In this research, statistical methods have been used in descriptive and inferential ways.
The data were presented using descriptive statistics indicators including the Mean and Standard deviation. In the inferential statistics section, Pearson correlation analysis and one sample T-tests were used to test the research hypotheses.
Also, in terms of how information is collected, it is a descriptive survey. The statistical population of the study is the average arrival of tourists to the island of Kish on a daily basis of 3157 people. A simple random sampling of 343 samples was selected.
The results showed that television advertising had a significant relationship with the development of tourism in Kish Island in the last five years. During this period, awareness of advertising, creating interest, stimulating (enthusiasm), and the pursuit of television advertising travel has had a significant relationship with the development of tourism in Kish Island, as well as television advertising has led to the development of the environmental, economic, political and social aspects of the island of Kish.

 

Keywords: TV advertising, environmental development, economic development, political development, social development

 

دانلود مقاله از مرجع دانش سیویلیکا

https://www.civilica.com/p/84846

On the Relationship among EFL Learners' Test Taking Strategies, Performance on Test Method Facets and LanguageProficiency Levels

 

 

Zahra Edalat¹

Islamic Azad University of Kish International Branch

Master of Science in English Language

zahra.edt@gmail.com 

Habib Hamzeh²

University of Tehran Kish International Campus

Master of Science in Media Management

hhamzeh@ut.ac.ir

 

 

Abstract:  

 

The use of test taking strategies and the impact of test wiseness on the test takers' performance on the high stake tests such as TOEFL and IELTS have been greatly studied since the last three decades. The review of the related studies also show that learners and teachers' perceptions about the impact of test taking strategies and test wiseness in the realm of applied linguistics were studied by the scholars of the field. However, to the best of the researchers' knowledge the interaction between test takers' language proficiency, test facets and test taking strategies need further study.  This study aimed at investigating therelationship between EFL learners' test taking strategies and their performance on test method facets (i.e., Multiple Choice vs. Cloze test). It also aimed at investigating the difference between pre-intermediate and upper-intermediate EFL learners' test taking strategies. In doing so, 120 EFL learners were selected based on their scores on the Oxford placement test. The data were collected through test-taking strategies test and reading comprehension test consisting of two facets. The data were analyzed through running Pearson correlation, independent samples-t-test, and a two way ANOVA. The results of the study showed that both pre-intermediate and upper-intermediate Iranian EFL learners are good users of test-taking strategies. Also, Upper-intermediate Iranian EFL learners outperformed the pre-intermediate ones in the measured variables: test taking strategies, multiple choice test, and cloze passage test. Results also show that there is a significant positive correlation between the learners' use of test taking strategies and their performance on cloze passage and multiple choice tests.  In line with the findings it can be concluded that the more EFL test takers use test-taking strategies the better performance on reading comprehension test they have.  It can also be concluded that language proficiency is a good indicator of the learners' performance on reading.

 

 Keywords: Between) EFL Learners,Test Taking Strategies,Language Proficiency Levels

 

 

دریافت فایل مقاله 

https://www.civilica.com/p/84846