Journal of Tourism and Development

Journal of Tourism and Development

Evaluation of Factors Affecting Tourists’ Loyalty to Rural Destinations: Analysis of the Role of Promotional Activities, Expectations, and Satisfaction (Case Study: Shahrud County)

Document Type : Original Article

Authors
Mohammadreza Rezvani 1
Zabihullah Torabi 2
Pantea Davani 3
1 1- Professor, Department of Human Geography, Faculty of Geography, University Of Tehran, Iran.
2 Assistant professor, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran
3 Master student of Geography and Tourism Planning, Department of Human Geography, Faculty of Geography, University of Tehran, Tehran, Iran
10.22034/jtd.2025.493805.2997
Abstract
The present study aims to explain a loyalty model based on tourists’ experiences in rural areas. The primary objectives of the research include conceptualizing loyalty, analyzing the interplay of factors within the loyalty model, and proposing strategies to enhance the process of tourist loyalty in rural regions. In a cross-sectional quantitative study, data were collected from 250 tourists visiting villages in Shahrud County (summer 2023) using the standardized questionnaire by Lee and Wain, and analyzed through structural equation modeling (SEM). The statistical population consisted of tourists who traveled to rural areas of Shahrud during summer 2023. A simple random sampling method was employed, selecting 250 participants, and data were collected via the Lee and Wain questionnaire.Results from PLS software analysis revealed that promotional activities directly influenced tourists’ expectations (β = 0.342), satisfaction with the destination (β = 0.418), and destination loyalty (β = 0.325). Additionally, tourists’ expectations positively impacted their satisfaction (β = 0.312) and destination loyalty (β = 0.454). Finally, tourists’ satisfaction had a direct effect on destination loyalty (β = 0.254). The findings highlight that focusing on factors such as effective advertising, fostering positive expectations, and enhancing tourists’ satisfaction with the destination can strengthen their loyalty to rural tourism destinations. These results underscore the importance of strategic planning in promotional activities and delivering high-quality services in rural areas.
Keywords
Destination loyalty
tourist expectations
tourist satisfaction
tourism promotion
Shahrud villages
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