نوع مقاله : مقاله پژوهشی
گروه مدیریت جهانگردی، دانشکده میراث فرهنگی، صنایع دستی و گردشگری، دانشگاه مازندران، نوشهر، مازندران، ایران.
عنوان مقاله [English]
Guests’ loyalty to a hotel is a consequence of their assessment of indicators and component. The first and best indicator is the physical evidence. The main purpose of this study was the role of physical evidence in continuum of Guests loyalty in Hotels of Ramsar Tourism Destination. The population consisted of guests who stay at least 3 times in the hotel during the year 1395. Sampling method was convenience. Through the Cochran formula, the sample was calculated 196 Participants. After that were distributed 250 questionnaires and returned 217 completed questionnaires. Validity and reliability of Questionnaire were investigated through convergent validity, Composite Reliability and Cronbach's alpha that for all variables were acceptable. Evaluating of hypotheses by Pearson correlation test and multivariate regression analysis was performed through Lisrel 8.5 and SPSS 23 software. The findings showed that Physical evidence, both directly and through attitudinal Loyalty (emotional social and functional attachment) effect on acting loyalty (behavioral intentions) hotel guests. Therefore it can be concluded that physical evidence plays an important role in continuum of Guests loyalty in Hotels of Ramsar Tourism Destination.According to this, Practical suggestions are offered for managers and hoteliers.