Document Type : Research Paper

Authors

Abstract

The perception of visitors' behavioral intentions is of great importance
for destination managers and marketers. The present study is about to
study the effective factors on visitors behavioral intentions in tourist
destinations,which examines the effect of destination
attributes ,perceived quality of destination offerings, perceived value
and satisfaction on behavioral intentions. The sample of the current
study considersall the visitors of Torghabe tourist destination in
Mashhad city in the summer of 2011 and chooses 494 visitors
randomly. The research questionnaire was developed by the
researcher after confirming the validity and reliability of data and then
followed by their distribution; finally data collection was done
through structural equation modeling and analyzed in LIZREL
software.the results shows destination attributes have direct positive
effect on perceived quality of destination offerings; and on the other
hand, perceived value and satisfaction are under direct effect of
perceived value. Furthermore, the positive direct effect of perceived
value and satisfaction on behavioral intentions was confirmed. The
results also indicated that visitors perceived value of destination
offerings has an indirect effect on behavioral intentions through
mediating variables of satisfaction and perceived value.

Keywords

ایمانی خوشخو، محمدحسین، ایوبی یزدی، حمید) 6569 (، عوامل مؤثر بر ارزش ویژه برند در
655- مقصد گردشگری شهر یزد، فصلنامه مطالعات گردشگری، شماره 65 ، ص: 665
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