Mohsen Akbari; Milad Houshmand Chaikhani; Hassan Motamed
Volume 10, Issue 31 , September 2015, , Pages 41-69
Abstract
Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed ...
Read More
Different cities have different features. They have huge investments, looking formore tourists to raise the return on investment. Word of mouth communication isone of the cheapest and the most valuable ways to develop tourism that hasattracted attention of many scholars. Military personnel can be viewed as asource of WOM, because most of them spend many days in different cities. Thepurpose of this study is to investigate the effect of service quality on militarypersonnel WOM with the mediating role of satisfaction, city image and theirattitude toward the city. This research is descriptive applied in terms of purpose.Questionnaire was used to survey 390 military personnel in the north and northeast of Tehran. Structural Equation Modeling and Smart PLS software wereused to analyze the gathered data. Results show that services quality has apositive effect on tourists' satisfaction and city image. Also, Satisfaction and cityimage have positive effects on attitude toward the city. Finally, satisfaction, cityimage and attitude toward the city have positive effects on WOM. Service Quality, Urban Brand, Brand Image, Attitude toward Brand,WOM
