Journal of Tourism and Development

Journal of Tourism and Development

Factors Affecting Tourists' Intentional Loyalty to a Tourism Destination (Case Study: Zayandeh-Rood Development Organization)

Document Type : Original Article

Authors
1 Master of Public Administration, Department of Management, Payame Noor University, Tehran, Iran.
2 Assistant Professor, Department of Management, Payame Noor University, Tehran, Iran
3 Assistant Professor, Department of Information Technology Management, Payame Noor University, Tehran, Iran
10.22034/jtd.2023.407151.2798
Abstract
Introduction: Intentional loyalty of tourists is one of the fundamental subjects in the tourism industry. Identifying the factors influencing this loyalty can be the basis for long-term tourism growth. Loyalty refers to the intention to revisit the destination and recommend it to others for travel. Therefore, this research aims to investigate the factors influencing the intentional loyalty of tourists in the cultural-recreational village of Zayandeh-Rood Development Organization. Research Method: The present research is descriptive and correlational. The statistical population consists of visitors to Zayandeh-Rood village, and the sample size has been calculated as 398 people according to Morgan's table. The data were collected using an electronic questionnaire.
Findings: The identification of tourists' needs on meeting their needs and satisfaction, destination image on tourist satisfaction, emotional loyalty of tourists on intentional loyalty of tourists, tourist satisfaction on cognitive loyalty, and emotional loyalty of tourists have a significant impact. All of these factors play an important role in improving and strengthening tourist loyalty to tourism destinations.
Conclusion: Tourism centers should consider the complexities of this industry and understand the tangible and intangible factors that affect tourist satisfaction, perceptions, emotions, identification of tourist needs, destination image, cognitive and emotional loyalty, and service quality. They should pay special attention in order to promote the prosperity of tourism destinations through the development of intelligent strategies
Keywords

 
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