Document Type : Research Paper

Authors

Abstract

Today, world heritage sites have found special importance in the world, and tourists value these sites highly. This study tries to determine and prioritize the factors that matter for European tourists visiting these sites.
Using convenience sampling, a number of 207 questionnaires were distributed among European tourists visiting Naghsh-e-Jahanin Isfahan during Farvard in
ordibehesht of 1391. Results of SEM analysis recognized all the four factors of “service experience”, “service quality”, “monetary costs” and “nonmonetary costs” to have positive significant influence on their overall evaluation index. Also, the factor of “service experience” was shown to have the first priority in the opinions of visitors.

Keywords

دلاور، علی ) ۸۸۱۱ (.
روش تحقیق در روانشناسی و علوم تربیت . ی تهران: نشر ویرایش.
ساروخانی، باقر ) ۸۸۱۱ (.
روشهای تحقیق درعلوم اجتماعی: بینشها و فنون تهران:
پژوهشگاه علوم انسانی و مطالعات فرهنگی.
کاظمی، مهدی ) ۸۸۱۱ (.
مدیریت گردشگر . ی تهران: سمت.
کلانتری. خلیل. ) ۸۸۱۱ (.
مدلسازی معادلات ساختاری در تحقیقات اجتماعی  اقتصاد . ی
تهران: نشر فرهنگ صبا. چاپ اول.
تیموتی، دالن جی و جیان پی نیاوپان) ۸۸۳۱ (.
میراث فرهنگی و گردشگری در کشورهای در
حال توسع
 
. ه ترجمه اکبر پور فرج و جعفر باپیری  تهران: مهکامه.
Barsky, J.D., Nash, L (2002).
 
Evoking emotion: affective key to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 43 (1): 3946.
Bigne´, J. E., Mattila, A. S., Andreu, L (2008). The impact of experiential consumption cognitions and emotions on behavioral intentions.
 
The Journal of Services Marketing, 22(4): 303315.
Bonn, M.A,. joseph-mathews, S.M., dal, M,. hayes, s., cave, J (2007). Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor.
 
Journal of Travel Research, Vol. 45: 345-354
Brady, M.K., Robertson, C.J (2001), “Searching for a consensus on the
 
antecedent role of service quality and satisfaction: an exploratory cross-national study”, Journal of Business Research, Vol. 51, No. 1: 53-60.
Bramwell, B (1998). User satisfaction and product development in urban tourism. Tourism Management, 19(1): 35
 
47.
Chan, J. K. L., & Baum, T.
 
(2007). Ecotourists’ perception of ecotourism experience in lower Kinabatangan, Sabah, Malaysia. Journal of Sustainable Tourism, 15(5), 574590.
Chen. C-F, Chen. F-S (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists.
 
Tourism Management, 31: 2935
Chen, Ch-Fu., Tsai, D-Ch (2007). How destination image and evaluative factors affect behavioral intentions?.
 
Tourism Management, 28: 11151122
Choi, K.S., Woo-Hyun, C., Sunhee, L., Hanjoon, L., Chankon, K (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: a South Korean study.
 
Journal of Business Research, 57: 913-921.
Cronin, J. J. Jr., Brady, M. K., Hult, G. T. M (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments.
 
Journal of Retailing, 76 (2): 193-218.
Daengbuppha, J (2009). Modelling visitor experience: a case study from world heritage sites, thailand.
 
Doctor of Philosophy in tourism. Bournemouth University.
Daengbuppha, J., Hemmington, N., Wilkes, K (2006). Using grounded theory to model visitor experiences at heritage sites: Methodological and practical issues. International
 
Journal of Qualitative Market Research, Vol. 9, No. 4: 367-388
Drummond, S., Yeoman, I (2001).
 
Quality Issues in Heritage Visitor
22
فصلنامه مطالعات مدیریت گردشگری شماره 22  سال هشتم  تابستان 22
Attractions
. First edition, oxford, Butterworth-Heinemann.
Duman, T (2002).a model of perceived valuefor leisure travel products.
Doctor of Philosophy
. Pennsylvania State University.
Gilmore,a., carson, d., ascencao, M(2007). Sustainable tourism marketing at a World Heritage site.
 
JOURNAL OF STRATEGIC MARKETING, 15: 253264
Hallowell, R (1996). The relationship of customer satisfaction, customer loyalty and profitability: an empirical study.
 
The International Journal of Service Industry Management, 7(4): 2742.
Huh, J., Uysal, M (2003). Satisfaction with Cultural/Heritage Sites: Virginia Historic Triangle.
 
Journal of Quality Assurance in Hospitality &Tourism Vol. 4, No. 3/4, 2003: 177-194
Jeong, J.H., Lee, K.H (2006). The physical environment in museums and its effects on visitors satisfaction.
 
Building and Environment, 41: 963969.
Kerstetter, D. L.,
 
Confer, J. J., Graefe, A. R (2001). “An Exploration of the Specialization Concept within the Context of Heritage Tourism.” Journal of Travel Research, 39: 267-274.
Ladhari, R (2009). Service quality, emotional satisfaction, and behavioural Intentions: A study in the hotel industry.
 
Managing Service Quality, Vol. 19, No. 3: 308-331
Lee, S. Y., Petrick, J. F., Crompton, J (2007). The roles of quality and intermediary constructs in determining festival attendees behavioral intention.
 
Journal of Travel Research, 45(4): 402412.
Li, M., Wu, B., Cai, L (2008). Tourism development of World Heritage Sites in China: A geographic perspective.
 
Tourism Management, 29: 308319
Mosler, S (2009) 'Aspects of Archaeological Heritage in the Cultural Landscapes of Western Anatolia',
 
International Journal of Heritage Studies, 15, 1: 24- 43.
Nasution, H.N., Mavondo, F. T (2005). The Impact of Service Quality on Customer Value in the Hotel Industry.
 
Conference on Tourism Marketing, Monash University, Australia, 72-79
Oh, H (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgements: the case of an upscale hotel
 
. Tourism Management, 24: 241249.
Patterson, P. G., Johnson, L. W (1993). Disconfirmation of expectation and the gap model of service quality: an integrated paradigm,
 
Journal of Consumer Satisfaction, Dissatisfaction andComplaining Behavior, 6, 9099.
POWE, N.A., WILLIS, K.G (1996). Benefits received by visitors to heritage sites: a case study of Warkworth Castle.
 
Leisure Studies, 15: 259275
Poria, Y. (2001). “Challenging the present approach to heritage tourism: Is
 
tourism to heritage places heritage tourism?.” Tourism Review, 56(1/2): 51-53.
Ruiz, D. M., Castellanos-Verdugo, M., Oviedo-
 
Garcı´a, M. L (2010).” A visitors’evaluation index for a visit to an archaeological site”. Tourism Management, 31, 590596
Ruiz, D. M., Gremler, D.D., Washburn, J.H., Carrión, G.C (2008). Service value revisited: Specifying a higher-order, formative measure.
 
Journal of Business Research, 61: 12781291
Shackley, M (1998).
 
Visitor Management. First edition. Oxford. Butterworth-Heinemann Shoemaker, S., Lewis, R. C (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18: 345370.
Sperdin, A.B., Peters, M., Strobl, A (2012). It is all about the emotional
اولویت بندی عوامل مؤثر بر ارزشیابی...
 
23
state: Managing tourists’ experiences.
 
International Journal of Hospitality Management, 31: 2330
Teare, R. and Calver, S. (1996)
 
Consumer Marketing: A Resource-based Approach for the Hospitality and Tourism Industries, London: Cassell.
unesco (2012) World Heritage Criteria.
 
http://whc.unesco.org / en/criteria/ (accessed 18 July 2012).
unwto (2005)
 
Cultural Tourism and Poverty Alleviation: The Asia-Pacific Perspective.
Madrid: World Tourism OrganizationVitterso, J., Vorkinn, M. , Vistad, O., Vaagland, J (2000),
 
Tourist Experiences and Attractions ’ , Annals of Tourism Research , 27 (2) :432 450
Wang, Y-J., Wu. K., Yuan. J (2010) 'Exploring Visitors' Experiences and Intention to Revisit a Heritage Destination: The Case for Lukang, Taiwan',
 
Journal of Quality Assurance in Hospitality & Tourism, 11, 3: 162-178
Yuksel, A (2001). Managing customer satisfaction and retention: a case of tourist destinations, Turkey.
 
Journal of Vacation Marketing, 7 (2): 153168.
Zeithaml, V. A., Bitner, M. J (2000).
 
Services marketing : Integrating