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
1.       Abbasi,A.  Moeinfard M. Khabiri M. & Shooshinasab. (2014). Marketing Mix in Iran Sport Tourism Industry, International Journal of Sport Studies. 4 (11), 1336-1344.
2.       Aydin, S. & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication Market, European Journal of Marketing, 39(7-8), 910-25.
3.       Azhar, M. E. Jufrizen, J., Prayogi, M. A., & Sousa, M. J. (2019). The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir. Independent Journal of Management & Production, 10(5), 1662-1678.
4.       Bennett, Rebekah  Rundle Thiele, Sharyn (2004) "Customer satisfaction should not be the only goal", Journal of Services Marketing,18(7),514 – 523
5.       Blazevic, Z., Britvic, J., & Milkovic, M. (2015). Influence of Quality Management System On Customer Satisfaction and Loyalty In Higher Education. Economy of eastern Croatia yesterday, today, tommorow, 4(1), 684-692.
6.       Chang, H. M., Chou, C. L., & Wen-Chih, Y. (2018). Tourists Perceived Festival Attraction, Service Quality, Perceived Value and Loyalty-Case Study Penghu Ocean Firework Festival in Taiwan, Asian Journal of Economics, Business and Accounting,5(4).53-69.
7.       Choi, H. S. (2003). Measurement of sustainable development progress for managing community tourism (Doctoral dissertation, Texas A & M University).
8.       El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consume,r Services, 31, 217-227.
9.       Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value, The Journal of Business & Industrial Marketing 19(2): 99-113.
10.   Guo, X., Duff, A., & Hair, M. (2008), "Service Quality Measurement in the Chinese Corporate Banking Market", International Journal of Bank Marketing،  26(5), 305-327
11.   Hall, C.M. and Page, S.J. (2002). The Geography of Tourism and Recreation, Second edition.
12.   Hayes, BE. (2008). The True Test of Loyalty, Quality Progress 41(6):20-26.
13.   Hong,I. Cho, H(2011). “The impact of consumer trust on attitudinal loyalty and purchase intentions inB2C e-marketplaces: Intermediary trust vs. seller trust” International Journal of Information Management, Vol 31,
14.   Jen W, Tu R, Lu T. (2011)Managing passenger behavioral intention: an integrated framework for service quality, satisfaction, perceived value,and switching barriers. Transportation;38(2):321-42
15.   Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
16.   Keiningham, TL., Aksoy, L., Cooil, B. and Andreassen, TW.(2008). Linking Customer Loyalty to Growth, MIT Sloan Management Review 49(4):50-57.
17.   Keng, C. J., Huang, T. L., Zheng, L. J., & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.
18.   Kotler, P. and Armstrong, G., (2008), Principles of Marketing, Prentice Hall, USA.
19.   Kuo YF, Wu CM, Deng WJ.( 2009) The relationships among service quality, perceived value, customer satisfaction ,and post-purchase intention in mobile valueadded services. Comput Hum Behav; 25(4): 887-96.
20.   Lee, S., J. Koubek, R., (2010), the effects of usability and web design attributes on user preference for e-commerce web sites, Computers in industry, 61, 329-341
21.   Lee, Y. K., Lee, D. H., Kwon, Y. J., & Park, Y. K. (2003). The effects of in-store environment cues on purchase intentions across the three types of restaurants in Korea. International Journal of Tourism Sciences, 3(1), 79-93.
22.    Lovelock Christopher, Lauren Wright (2008), Principles of Service Marketing and Management, Prentice Hall, Inc., Englewood Cliffs, New Jersey.
23.   Oliver, RL. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw Hill.
24.   Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality and its implication for future research”, Journal of Marketing, Vol. 49(2), 41-50.
25.   Peng, LY., Wang,  Q.,(2006). Impact of Relationship Marketing Tactics (RMTs) on Switchers and Stayers in a Competitive Service Industry, Journal of Marketing Management 22(1):25-59.
26.   Scott, Daniel, McBoyle, Geoff and Schwartzentruber, Michael (2004): Climate change and the distribution of climatic resources for tourism in North America, department of geography, university of waterloo.27(2),105-117.
27.   Yoo M., Bai B. (2013) Customer loyalty marketing research: A comparative approach between hospitality and business journals, International(Yoo & Bai, 2013) Journal of Hospitality Management, (33), pp. 166-177.
28.   Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence, Journal of Marketing, Vol.52 (July), pp. 2-22.
Intelligent Knowledge Exploration and Processing
Volume 3, Issue 9
Summer 2023
Pages 70-81