Intelligent Knowledge Exploration and Processing

Intelligent Knowledge Exploration and Processing

Investigating the effect of tourism mix and service quality on tourist satisfaction and loyalty to tourism destinations

Document Type : Original Article

Authors
yaser haji aghanezhad 1
alireza moghadam 2
omid maraghe 3
yones kakavand 2
1 Lecturer, Department of Social Sciences, Faculty of Management and Military Sciences, Imam Ali Afsari University, Tehran, Iran
2 Professor, Department of Social Sciences, Faculty of Management and Military Sciences, Imam Ali Afsari University, Tehran, Iran
3 Lecturer in the Department of Management, Faculty of Management, Imam Ali University (AS), Tehran, Iran
10.30508/kdip.2023.403336.1074
Abstract
Abstract:
This study seeks to investigate the combined effect of tourism and service quality on tourist satisfaction and loyalty to tourism destination. The statistical population of the study is tourists in Isfahan, Iran. Since the statistical population of the research is unlimited, the number of statistical samples based on Cochran's formula in an unlimited population is 384 people. Questionnaires were also distributed randomly based on the available sampling method. Data were collected through a questionnaire whose validity was confirmed by professors and experts and its reliability was confirmed by Cronbach's alpha test. Then, based on the obtained data, in order to check the proper fit of the conceptual model, confirmatory factor analysis and to test the hypotheses, the method of structural equations using LISREL software was used, which showed the acceptance of research hypotheses. In other words, at the level of 95% confidence of the tourism mix, it is effective on tourist satisfaction and loyalty to the tourist destination in Isfahan. Also, the quality of services is effective on tourists' satisfaction and loyalty to the tourist destination in Isfahan. Other findings of the study indicate the effect of tourist satisfaction on loyalty to the tourist destination.

Keywords: tourism mix, service quality, tourist satisfaction, loyalty to tourism destinations
Keywords
tourism mix
service quality
tourist satisfaction
loyalty to tourism destinations
Intelligent Knowledge Exploration and Processing
Volume 3, Issue 9
Summer 2023