Developing Explain the Effects of Tourists 'Experience and Motivation in Urban Areas on Tourists' Satisfaction and Loyalty(Case Study: Kish and Qeshm Tourist Areas)

Author

• Alireza Rousta

Assistant Professor, Department of Business Management, Shahr-e Qods Branch, Islamic Azad University, Tehran. Iran.

10.30495/jzpm.2021.29130.3986

Abstract

The tourism industry is recognized as a good driver for development in emerging economies in urban communities. Feeling satisfied with the destination on the one hand and encouraging friends and acquaintances on the other hand cause frequent visits to tourist destinations. The purpose of this study is to explain the effects of experience and motivation of tourists in urban areas on the satisfaction and loyalty of tourists in the tourist areas of Kish and Qeshm. The research method is applied in terms of purpose and descriptive-correlational according to the data collection method. The statistical population of the study is all tourists in the tourist areas of Kish and Qeshm in 1400. Using Cochran's formula method, 384 people were selected as a sample and 399 questionnaires were distributed non-randomly through available sampling, so that a questionnaire was prepared. 399 questionnaires were collected. The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient, which was 0/762. The data were also measured by structural equation modeling and Smart - PLS software. The results showed that the image of the urban destination plays a role on the motivation, satisfaction and experience of tourists in urban areas and the effect of urban tourists motivation on tourists' satisfaction and loyalty from tourist areas has been shown and also, the role of tourism experience in urban areas on the satisfaction and loyalty of tourists from tourist areas has been expressed. Finally, the effect of urban tourist satisfaction on tourist loyalty from tourist areas was confirmed.

Keywords

• Motivation of Urban Tourists
• Experience Tourism in Urban Areas
• Urban Destination Image
• Satisfaction of Urban Tourists
• and Tourist Loyalty from Tourist Areas

20.1001.1.22516735.1401.12.45.13.1

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