Seyyed Mohammad Mirtaghian Rudsari; Ahmad Pourahmad; Keramatollah Ziari
Abstract
Introduction
Better management of competition in the cultural heritage tourism requires the understanding of the behavior and interaction with the tourist (Chen & Rahman, 2018). The importance of understanding loyalty of cultural heritage tourists as well as the factors affecting it is highlighted ...
Read More
Introduction
Better management of competition in the cultural heritage tourism requires the understanding of the behavior and interaction with the tourist (Chen & Rahman, 2018). The importance of understanding loyalty of cultural heritage tourists as well as the factors affecting it is highlighted in the research literature focused on successful experiences in loyalty in cultural heritage tourism in the world (Chen & Rahman, 2018) as well as in specific destinations, such as Spain (Forgas-Coll et al., 2017), China (Yi et al., 2018), Macau (Wu & Li, 2017), India (Verma & Rajendran, 2017), and Ireland (Kempiak et al., 2017).
The tourist satisfied with his/her experience of Ramsar’s cultural heritage will likely travel again and make public advertisements about the city. Loyalty to the cultural heritage of Ramsar is considered an essential element for the sustainability of this destination and an important factor contributing to the competitive advantage and success in the tourism market. Furthermore, any attempt at enhancing tourist loyalty to the cultural heritage can significantly reduce the tourism pressure and overtourism in Ramsar beach and forests. In this respect, the present study tries to answer the key questions as what factors and to what extent affect loyalty of the tourists visiting the cultural heritage of Ramsar.
Materials and Methods
A descriptive and explanatory research, the present study is a quantitative attempt based on the path analysis method. The statistical population of the study includes the Iranian visitors who visited the cultural heritage attractions of Ramsar, which was estimated to be 780 individuals. The research employed convenience non-random sampling method. The data was collected through an electronic questionnaire administered from March 2019 to May 2019. The validity and reliability of the questionnaire were confirmed by exploratory factor analysis and Cronbach’s alpha, respectively. Moreover, the study used SPSS25 software to perform the classification as well as some data analysis, and the path analysis with Lisrel 8.5 Software to test the hypotheses.
Results and Discussion
The findings indicate that the variables of authenticity, image, and memorability of the cultural heritage attractions of Ramsar affect neither tourist satisfaction nor tourist trust. Moreover, the variables of authenticity, image, participation, and memorability do not affect tourist loyalty. The confirmed hypotheses suggest that the variables of perceived value, participation, and quality positively and directly affect satisfaction, trust, and loyalty of the tourists visiting the cultural heritage of Ramsar. In addition, the variable of satisfaction has effects on trust and loyalty, and the variable of trust was found to have affected tourist loyalty.
Conclusion
As the main conclusion, the effects of attitude towards cultural heritage and experience of consuming cultural heritage on tourist loyalty were found to be stronger than the effect of individual variables on loyalty of the tourists visiting the cultural heritage of Ramsar. The variables of attitude towards cultural heritage and experience of consuming cultural heritage have a synergic effect, which means that the two variables together can have a significant impact on tourist loyalty. In fact, loyalty of the tourists visiting the cultural heritage of Ramsar is affected by all the variables of attitude towards cultural heritage and experience of consuming cultural heritage. Accordingly, the following recommendations are offered: to use local staff and space to provide cultural heritage tourism services; to balance the time and financial cost of delivering cultural heritage tourism services; to combine cultural heritage tourism with games, narration, and synergistic music, and offer an authentic environment—as it makes it fun to visit or participate in the cultural heritage attractions of Ramsar; and finally to diversify cultural heritage tourism products and the ways they are presented—based on market research (market segmentation) and destination research (existing capacities or capacity building).
Seyed Mehdi Jalali; fariz taherikia; zahra atf; iman ghasemi hamedani
Abstract
Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a ...
Read More
Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a driving force for regional development. Successful religious tourism can increase government revenue, employment, and destination tourism receipts. How a tourist is attracted to revisit or recommend the destination to others is crucial to developing successful destination tourism. Due to the number of trips to this city during their lives, religious tourists in Mashhad have a nostalgic feeling. Traveling to this city is reminiscent of their memories. On the other hand, considering the importance of managing the perceived mental image of a tourist destination and its role in managing the demand of a destination, knowing the dimensions of the mental image of a tourist destination is very necessary. Managers of a tourist destination can manage the perceived mental image to attract new tourists and repeat travelers' visits. Understanding the dimensions of the mental image helps destination managers understand the reasons for not welcoming a destination and fundamental changes in the characteristics of the tourist destination according to the needs of the target markets to create the ground for tourism development to that destination. The purpose of this study is to present a model of the effect of brand nostalgia on the loyalty of tourist's travel decision-making. In the present study, a qualitative method has been used to collect data to identify the factors affecting brand nostalgia. A quantitative method has been used to examine the obtained Model. The statistical population in the quality section of experts, which includes managers of four- and five-star hotels in Mashhad, has more than 15 years of service and at least a master's degree. In selecting the experts, the snowball method was selected, and after conducting the tenth interview, theoretical saturation was reached. The statistical population is a small part of all customers of five-star hotels in Mashhad. Due to the fact that the size of the study population is large, so to determine the size of the statistical sample, Cochran's second formula was used, the number of which is equal to 385 people. 420 questionnaires were distributed, of which 387 were not distorted. After analyzing the interviews and axial coding, the initial research model was introduced, and in a small part, PLS software was used to analyze the data. According to this research, brand nostalgia, desire to buy nostalgia, fantasy imagination, the special value of brand nostalgia and attitude to brand nostalgia affect loyalty in the tourist's travel decision making. Nostalgia refers to a longing to return to period related to the past, Or a feeling of dependence on tangible or intangible belongings and activities in the past. One experiences it when one feels detached from a period in which one is present. Nostalgia has been considered a way to communicate with customers by marketers who have sought to provoke emotional reactions from consumers through promotional methods, advertising, product management, and other activities. This article presents the concepts and mechanisms of nostalgic marketing and strategy. Nostalgic marketing determines the importance and place of nostalgia in marketing to provide practical solutions to apply this concept in marketing. The definitions of the authors of this field, separately, do not cover a wide range of structural aspects. According to the results of this study, the managers of Mashhad Tourism and Hotels Organization should first identify the factors affecting the quality of travel and then try to strengthen it from the perspective of tourists. Advancing the quality of travel should be one of the long-term goals of tourism destinations because it can increase their perceived value and ultimately make more profit. Also, the Mashhad Tourism Organization managers and hotels should set a higher level of travel quality for tourists to create a positive behavior after the visit to maintain and promote competition among tourists. Positive behavioral response and creating an emotional image should be considered the most key achievement for managers of a tourism area and the product of all activities and actions taken in the tourism chain. Brand nostalgia to build trust in your brand with customers requires continuous assessment of brand credibility and reputation from customers' perspectives. For this purpose, it is recommended to be on the agenda of these brands' public relations or marketing managers on an annual or monthly basis. If necessary, appropriate and timely measures can be taken to maintain and strengthen the brand's credibility. A brand like a human being and presenting the product next to it along with a special name and bringing a name of nostalgia along with a symbol, sign, or music to strengthen the mental associations of the brand based on its constituent factors to strengthen the brand reputation and follow It builds trust.
Naser Sanoubar; Saeedeh Khani; Abolfazl Haghverdizadeh
Abstract
Cultural festivals have an important role in the tourism industry and recognition of the factors affecting their success is important. Hence, In this research, the effect of the variables of sense of community, emotional experience, and extroversion on tourists’ satisfaction and loyalty in cultural ...
Read More
Cultural festivals have an important role in the tourism industry and recognition of the factors affecting their success is important. Hence, In this research, the effect of the variables of sense of community, emotional experience, and extroversion on tourists’ satisfaction and loyalty in cultural festivals were examined. in this regard, 394 questionnaires were distributed among tourists of the Nowruz festival in Milad Tower, in Tehran, and examined, then. The results showed sense of community is a direct predictor of loyalty, and satisfaction still has the greatest impact on loyalty. Also, The relationship between extraversion and positive emotional experience was confirmed. In indirect ways, positive emotional experience through satisfaction has the greatest impact on loyalty. The results of this study could help marketing managers and festival organizers manage events better and gain more tourists’ satisfaction and loyalty
Laila Vossoughi; Zohre Kiani feizabadi; Azam Nejaddehbakri
Abstract
Today, the growing demand for traveling to attractions disastered by natural and human disasters has created a new type of tourism. According to tourism industry activists and planners, tourism development in these sites could be effective in recovering them. Hence, paying attention to demand, as an ...
Read More
Today, the growing demand for traveling to attractions disastered by natural and human disasters has created a new type of tourism. According to tourism industry activists and planners, tourism development in these sites could be effective in recovering them. Hence, paying attention to demand, as an important part of the tourism system, attributes are important. Accordingly, in this article, assessing demand attributes on the after-the-earthquake Arg-e Bam (one of the cultural properties inscribed on the UNESCO World Heritage List) after recovering was considered. the present research in terms of purpose is an applied one and the methodology in which used is a descriptive-survey one. The statistical population of the study consists of visitors who visited Arg-e Bam during the first three months of 1396; According to the Morgan table and statistical surveys, 200 individuals were estimated as samples by the simple random sampling. The measuring tools SPSS 22 and AMOS software have been used for analyzing the research data, modelizing path analysis equations, and doing statistical tests. The research results show that there is a significant relationship between demographic attributes of demand (age, gender, and education level) and motivation of visitors; there is a positive and significant relationship between behavioral attributes of demand (motivation, purpose, and number of trips) and satisfaction of visitors, also there is no significant relationship between visitors’ satisfaction and their loyalty, and significantly positive effect of the destination image (positive and negative) on the motivation of the visitors, and no significant effect of the destination image (positive and negative) on visitors’ satisfaction and loyalty.
Mohamad Saleh Torkestani; Fahimeh Mafakheri; Fatemeh Haghighat
Abstract
Nowadays, despite the advantages of the Internet promotion in tourism industry, it is necessary to have a comprehensive knowledge of the concept of electronic loyalty and its affecting factors. This study examines the effect of loyalty and trust in Ecommerce on Shopping online for tourism ...
Read More
Nowadays, despite the advantages of the Internet promotion in tourism industry, it is necessary to have a comprehensive knowledge of the concept of electronic loyalty and its affecting factors. This study examines the effect of loyalty and trust in Ecommerce on Shopping online for tourism products and services. The population of the study were customers of a well-known travel agency, who were using online services of the agency. Simple random sampling method was used in order to distribute the questionnaire. Also, Cochran formula was applied to determine the sample size, and the result was 82. Data analysis was done by using Smart PLS and the statistical method used in this study is Structural Equation Modeling. The results showed that functionality and perceived security of the website impact on trust and satisfaction, also cost impacts on satisfaction, but cost has no effect on trust and this hypothesis was rejected. The results confirmed the impact of trust and satisfaction on loyalty.
Mohamad Reza Karimi Alavijeh; Mohammad Mehdi Ahmadi; Mahsa Nazari
Volume 10, Issue 32 , March 2016, , Pages 21-42
Abstract
Abstract: Religious tourism was one of the most prosper types of tourism in the world in the past. Islamic tourism is mainly, a new interpretation of religious tourism that merges pilgrimage and recreational tourism. In order to achieve tourism development strategies, it is important to evaluate the ...
Read More
Abstract: Religious tourism was one of the most prosper types of tourism in the world in the past. Islamic tourism is mainly, a new interpretation of religious tourism that merges pilgrimage and recreational tourism. In order to achieve tourism development strategies, it is important to evaluate the satisfaction and loyalty of tourists in any tourist destination. Tourist satisfaction is important because it takes more tourists into the country and it has more foreign revenue for the country. The aim of this study is to investigate the effects of of traditional values and Islamic values on the satisfaction and loyalty of Muslim tourists. In this study, 387 foreign tourists were selected using Convenience sampling method. The present study is applied based on the aim and descriptive based on the method. To evaluate the research hypotheses, Structural Equation Modeling in Amos22 was used. The findings showed the effects of of quality value, social value, Islamic physical attributes and non-physical attributes on the tourists' satisfaction and loyalty of Muslim tourists. In the final section, applications, limitations, and suggestions for future researches were presented.
Abolfazl Tajzadeh Namin; Zhaleh Hashemzadeh
Volume 9, Issue 26 , July 2014, , Pages 31-58
Abstract
The role of local music festivals in tourism developing;From the perspective of the potential tourists:Case study; local music of Azerbaijan region(Ashighlar)Abolfazl Tajzadeh Namin 0F∗Zhaleh Hashemzadeh1F∗∗AbstractMusical tourism is a combination of two interesting recreation thathave ...
Read More
The role of local music festivals in tourism developing;From the perspective of the potential tourists:Case study; local music of Azerbaijan region(Ashighlar)Abolfazl Tajzadeh Namin 0F∗Zhaleh Hashemzadeh1F∗∗AbstractMusical tourism is a combination of two interesting recreation thathave a lot of favor around the world. Today in many of developedcountries have recognized high potential of music in attracting oftourists. Iran is a country with ancient civilization and culture, andwide variety of tribes that everyone has its own special culture identitythat provides an opportunity for developing of folk music tourism. Forinstance region of Azerbaijan is located in north west of Iran that thisregion besides of many kind of natural and cultural attractions has aninteresting local music called Ashighlar that it can be as a new culturalproduct. This research is tried to evaluate the role of folklore musicfestivals as a strategic marketing tool in a specific destination in orderto attract tourist and develop the local tourism. In the present paper,the data are collected via questionnaires distributed among potentialtourists presented in 8th National folk Music Festival held from 19thto 21st May 2013 at Vahdat Hall in Tehran. 120 questionnairesdistributed between the people who were present during performanceof Azerbaijan folklore music (Ashighlar) at festival in three days, 99questionnaires were usable after collecting. Eventually in base ofabove conceptions a conceptual model was designed. This article forvalidity of model and responding to hypothesizes used ConfirmatoryFactor Analysis and one sample T test by using LISREL and SPSSsoft wares. The results suggest that music festivals have ability inattracting of tourist and development of local tourism as welldevelopment of tourism causes conservation, revival and sustainabilityof folk music.Keywords: cultural tourism, musical tourism, folk music, Ashighlar∗ Associate Professor , Allameh Tabataba’i University, Tehran, Iran.Tajzadehnamin@yahoo.com∗∗ Assistant Professor, Department of Management, Qom University, Qom, IranSubmitted: 2014/9/5 Accepted: 2015/2/6
Seyed Mohammad Tabatabaeinasab; Abolfazl Nouri; Zohreh Mohammadnabi; Fzaneh Heshmati
Volume 9, Issue 26 , July 2014, , Pages 60-82
Abstract
This research is performed to identify the effective solutions forattracting medical tourists and making them loyal. Hence, afterstudying theoretical background and reviewing literature, the effectivefactors on choosing destination were gathered regarding supply anddemand model of medical tourism. Then, ...
Read More
This research is performed to identify the effective solutions forattracting medical tourists and making them loyal. Hence, afterstudying theoretical background and reviewing literature, the effectivefactors on choosing destination were gathered regarding supply anddemand model of medical tourism. Then, the medical tourists dividedinto four groups including Platinum, Gold, Iron and the Lead and thequestionnaires distributed among them. Next, regarding the results,which means the priorities of medical tourists' demands, authors putmedical tourists in two new categories termed Diamond and Silver,based on the similarities on their needs. Afterward, these needsclassified into two categories named hygiene needs and motivationalneeds, regarding Herzberg two-factor theory. In the Diamond type, thelack of motivational needs lead to dissatisfaction, but in the Silvertype, it will not lead to dissatisfaction.
Shamsodin Nazem; Fahimeh Sadat Saadatyar
Volume 8, Issue 22 , June 2013, , Pages 58-79
Abstract
The main objective of this study is to investigate the influence of reputation and innovation, and perceived value and customer satisfaction, on loyalty to there staurantand its dimensions. The study sample comprised 202 customers of Padide Shandizrestaurant. Data were gathered through questionnaires. ...
Read More
The main objective of this study is to investigate the influence of reputation and innovation, and perceived value and customer satisfaction, on loyalty to there staurantand its dimensions. The study sample comprised 202 customers of Padide Shandizrestaurant. Data were gathered through questionnaires. The surveyquestionnairewasdesignedingeneral and specializedquestionsinvolving studied variables. The reliability and validity of the instrument was verified through Cronbach's alpha coefficientand its contentvalidity was approvedbyexperts and Factor Analysis. Analysis of data was done using Structural Equation Modeling. Results show that reputation and in novationthroughperceivedvalueand customer satisfaction variables affect the behavioral intentions, and customer loyalty.
angella ameli; farzad fakhimi
Abstract
This research tries to investigate the relationships among factors of satisfaction, image, trust, effective relations, and loyalty. The statistical population of this research consists of members of the Iran Air’s Sky Gift Club (In three levels of Gold, Silver and Blue). As for the sampling technique, ...
Read More
This research tries to investigate the relationships among factors of satisfaction, image, trust, effective relations, and loyalty. The statistical population of this research consists of members of the Iran Air’s Sky Gift Club (In three levels of Gold, Silver and Blue). As for the sampling technique, random sampling is used; and questionnaire is employed as data gathering tool. For the reliability testing we get use of split-half technique. Additionally, tests of Chi-square, Friedman and Spearman's correlation coefficient are conducted for examining the research questions and obtaining the results. Findings demonstrate that factors of satisfaction, image, trust, and effective relations, have influence on passengers’ loyalty in every one of the three levels, although differing in priority of impacts. According to the findings, for Golden Passengers the most effective factor on the loyalty is trust, while the least effective belongs to image. In the Silver level, effective relations have the most and image has the least influence on loyalty. In the Blue level, satisfaction and effective relations are of the most and the least influences respectively.
habib ebrahim pour; mir ali seyed naghavi; nour mohammad yaghubi
Volume 5, Issue 14 , February 2011, , Pages 67-92
Abstract
For the positive social cultural and economic effects that tourism entails, it is turning into the fist leading industry in the world, giving rise to a considerable range of opportunities such as job creation, foreign exchange and gain of income. This research investigates two factors, tourist’s ...
Read More
For the positive social cultural and economic effects that tourism entails, it is turning into the fist leading industry in the world, giving rise to a considerable range of opportunities such as job creation, foreign exchange and gain of income. This research investigates two factors, tourist’s satisfaction and loyalty, in the region of Sarein. It is applicable regarding the goal- type and methodology employed is correlation. Questionnaire is used as the main tool in gathering information. Statistical population of the research consists of the tourists who traveled to Sarein in August. Owing to the unknown number of tourists (Statistical population), available sampling method was employed. Also, correlation coefficient was utilized to analyze the questions, to confirm or rule out the hypotheses, and also to evaluate the strength of the relations. Findings displayed a positive relationship between ‘organizational and environmental factors’ and ‘satisfaction’, and also between these three factors and ‘loyalty’, (R= 0/71). As a result institutional and environmental factors increase satisfaction and consequently loyalty of tourists, leading to their return to the region and spread of word of mouth. In the end, improvement of the environmental and institutional factors was suggested.
