Tourism Management Studies

Designing and explaining the conceptual model of returning tourists based on the customer journey map theory

Document Type : Research Paper

Author

Mohammad Ali Siahsarani Kojuri

Assistant Professor Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran

https://doi.org/10.22054/tms.2024.78963.2924
Abstract
This mixed-methods, exploratory, cross-sectional study design explains a conceptual model of the factors influencing tourist return to the Inche Broun border market based on a customer journey map. In the first phase, semi-structured interviews were conducted with tourists, Bazarche Merzi Inche Broun business owners, and academic experts to identify and classify these factors. Participants (n=21) were selected using convenience sampling until theoretical saturation was reached. Interviews were analyzed using content analysis in MAXQDA20, revealing 47 contact points during the tourist journey that influenced return. These points were then grouped into eight categories based on thematic analysis. In the second phase, interpretive structural modelling was used to develop the conceptual model, and the influence-dependence matrix was generated. Subsequently, interpretive structural modelling (ISM) was applied using data from 17 questionnaires completed by experts and tourists to develop a four-level hierarchical model of factors influencing tourist return. Analysis of the influence-dependence matrix identified key drivers for enhancing return rates. Research results showed that the return of tourists to tourist destinations is a multi-dimensional and complex decision, and the decision-makers in this field should consider these factors with a holistic and comprehensive view, according to their importance.

Keywords

Border market
Inche Broun
shopping trip experience
return of tourists
Subjects
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Tourism Management Studies
Volume 19, Issue 68
Winter 2025
Pages 133-166

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