Tourists’ Satisfaction of Rural Tourism Destinations (Case Study: Villages of Foman County)
Subject Areas : Urban and Regional Planning Studies
1 - استادیار، گروه مدیریت ، دانشگاه گیلان، رشت، ایران
Keywords: Tourism, satisfaction, Rural tourism, Foman county,
Abstract :
rural tourism refers to all tourism activities in rural areas with respect to the traditional rural culture, art, cottage industries, and traditional customs and practices. Because of the growth and competitive nature of tourism, the need to develop and promote qualitative and quantitative functions and infrastructure needed for tourists is undeniable. With the growth of tourism, satisfaction of tourists, as a tool for growth and competitive advantage, has been considered. One way to measure the efficiency of services and facilities in an area is to assess the opinions of operators and users of these services. The aim of this study was to investigate the factors influencing tourists' satisfaction and functions of rural tourism infrastructure in the villages of Foman County. This research was applied in nature and descriptive-analytical in method. In order to collect the required data, both documentary and field (questionnaire) was used. The study population was regional tourists, based on which a sample of 380 people were randomly selected. Analysis was done using the Kano model. The results showed that the safety of tourists by a factor of 0.743 is the most basic requirement, local cuisine with a satisfaction rate of 0.794 is the most important functional requirement, and satisfaction the diversity of activity by a factor of 0.762 is the most important tourists' attraction requirement.
Akbari Samani, N., Badri, S.A., & Salmani, M. (2013). Strategic Planning for Rural Tourism, Using IFE & EFE Matrix Case study: Saman - Shahrekord County. Journal of Rural Research, 3(12), 59-84. doi: 10.22059/jrur.2013.30232. (In persian)
Ashrafi, H,. & kzempur, Z. (2012). Libraries and Cultural Tourism provide an opportunity for the development of information services, chapar press. (In persian)
Blangg, S., Mehta, H. (2006). Ecotourism and ecological Restoration. journal of Nature conservation, www.elsevier.com.
Chaudha, A., Jain, R., Singh, A.R., & Mishra, P. K. (2011). Integration of Kano’s Model into quality functiondeployment (QFD). Int J Adv Manuf Technol. 53, 689-698.
Chen, C., lee, H.T., Huachen, S., Hung Huang, T. (2011). Tourist behavioral intentions in relation to service quality and customer satisfaction in kinmen national park, Taiwan. international journal of Tourism research, 13, 416-432.
Compel, L.M. (1999). Ecotourism in rural developing communities. Canada: University of Western Ontaria.
Cuc, S. (2010). A Managerial approach of customer satisfaction drivers in the clothing industry. Management & Marketing, 8 (2), 334-342.
Ebrahimzadeh, I,. & Farahani Velashjerdi, R. (2012). An Analytic of Tourists Motivations and the Impact of Income and Gender Case Study: New-year Tourists of Mahallat, Journal of Urban Studies, 1(4), 13-22. (In persian)
faraji sabokbar, H., Motiee langroodi, S., Yadollahi farsi, J., Karimzadeh, H. (2012). Ranking the Development of Tourism and its Backgrounds in Rural Areas, Using Gray Topsis (Case Study: Rrual Areas of Varzaghan Township). Journal of Rural Research, 3(9), 1-24. doi: 10.22059/jrur.2012.24722. (In persian).
Fazli, S., & Alizadeh, M. (2009). Analysis and Optimum Ranking of Customer Needs: Integrating Kano in QFD Models. Iranian Journal of Trade Studies, 13 (49), 145-170. (In persian)
Forozia, A., SadeghiZadeh, M., HemmatiNoedoustGilani, M., Gjorgievski, M., & Melles Trpkova, S. (2012). Movie induced tourism: A new tourism phenomenon, utms journal of Economics, 3(1):97-10.
Friedrich Ermen, D. (2011). A Framework for Tourism Destination Marketing in Network Destination Structures, A thesis submitted for the degree of Doctor of Philosophy at the University of Otago, Dunedin, New Zealand.
Garrod, B., Wornell, R., & Youell, R. (2006). Re -conceptualising rural recourse as countryside capital: the case of rural tourism. Journal of rural studies, www.elsevier.com.
Ghadiri masom, M., Estelaji, A., & Pazoki, M. (2010). Sustainable tourism, Tehran: University of Tehran press. (In persian)
Heydari, R. (2008). Principle of tourism industry planning, SAMT press. (In persian)
Kano, N. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control, 14 (2), 39-48.
kazemy, M., Esmaeilei, M., & Beigi firozi, A. (2013). Establishment and Selection of Strategy for Tourism Development in Lorestan Province Based on Swot Analysis and Quantitative Strategic Planning Matrix. Geography and Development Iranian Journal, 11(32), 47-60. (In persian)
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38 (3), 260-269.
Leiper, N. (1990). Partial industrialisation of tourism systems. Annals of Tourism Research, 17 (4), 600-5.
Lumsdone, L. (2001). marketing for tourism. translate by mohammad ebrahim goharian, iran cultural studies press. (In persian)
Luvanga, N., & Shitundu, J. (2003). The role of Tourism in Poverty Alleviation in Tanzania. Mkuki Na Nyota Publishers, P. O. BOX 4246, DAR ES SALAAM, Tanzania.
MacDonald, R., & Jolliffe, L. (2003). Cultural Rural Tourism: Evidence from Canada. Annals of Tourism Research, 30 (2), 307-32.
MacDonald, E., Backsell, M., Gonzalez, Ri., & Papalambros, P. (2006). The KanoMethod’s Imperfections, and Implications in Product Decision Theory. International Design Research Symposium.
Matzler, K., S.t. & Hinterhuber, H.H. (1998). How to make product development projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment. Technovation, 18, 25-38.
Najafi, M., & Hezarjaribi, J. (2012). A Study on the Satisfaction Rate of Foreign Tourists in Iran. Geography and Environmental Planning, 23(3), 133-146. (In persian)
OECD. (1994). The Contribution of amenities to rural development. Paris: Tourism and Sustainable Bossiness, PP: 17-39.
Oliveira, B. (2011). Determinantes De lasatisfaceion Del Tourista, un studio enla ciudad de Guaraja-brasil, Estudiosperspectivas en Turismo, 20, 229-242.
Oliver, R. L. (1977). Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation. Journal of Applied Psychology, 62 (4), 480-486.
Parsaiean, A., & Erabi, SM. (2003). Tourism in Comprehensive Perspective. Office of Cultural Research press, Tehran. (In persian)
Pearce, B., & Mark, A. (1989). Tourist development (2 Ed). Longman. Singapore Publisher Ltd.
Razavifar, J., Khayat moghaddam, S. (2001) management and tourism industry, mohaghegh press. (In persian)
Rezae, H.R., Ashtiani, M., & Hoshyar, K. (2005). Customer-oriented approach to designing and improving product quality. atena press, Tehran. (In persian)
rezvani, M., jafari moghaddam, S., & rahimov, H. (2012). The Effects of Tourism on Entrepreneurial Attitudes in Rural Areas (Case Study: Compare of Abr and Abarsej Villages- Shahrud County). Journal of Rural Research, 3(10), 153-174. doi: 10.22059 / jrur. 2012.25101. (In persian).
Rezvani, A. (2003). Geography and tourism industry. Tehran: payme noor press. (In persian)
Roknaddin Eftekhari, A.R., & Ghaderi, E. (2002). The rule of Rural Tourism in Rural Development (Theoretical Analysis). The Scientific Research Journals Spatial Planning, 6 (2), 23-41. (In persian)
Roknaddin Eftekhari, A.R., & Mahdavi, D. (2006). The solutions of the rural tourism development with SWOT Methods (Case study: Lavasan-E-Koochak. The Scientific Research Journals Spatial Planning, 10 (2), 1-31. (In persian)
Safi, M.H., Fallahi Khoshkenab, M., Rasel, M., & Rahgozar, M. (2011). Assessing and prioritizing needs of faculty members on the basis of Kano’s Model, Payesh, 10 (4), 459-468. (In persian)
Sharpley, R. (2002). Rural tourism and the challenge of tourism diversification, the case of Cyprus. tourism management, 23.
Sinaie, V. (1995). Sustainable Development and Tourism, Journal of Political and Economic Information, 95 & 96, 134-138. (In persian)
Taheri kia, F., Fakharian, M., & Lajavardi, M. (2011), Identification and Prioritization of Factors Affecting Customer Satisfaction of A.B.C in condor Co Using the Kano Model. Journal of Industrial Strategic Management, 22, 81-67. (In persian)
Toyama, M., & Yamada, Y. (2012). The relationship among tourist novelty, familiarity, satisfaction and destination loyalty: Beyond the Novelty- familiarity continuum. international journal of marketing studies, 4 (6), 9-18.
Vazifehdust, H., & Farokhian, S. (2009). Survey of Customer Satisfaction in San Suan Product Planning by Kano Model. Jounal of Marketing Management, 4 (7), 137-157. (In persian)
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26 (1), 45-56.
_||_Akbari Samani, N., Badri, S.A., & Salmani, M. (2013). Strategic Planning for Rural Tourism, Using IFE & EFE Matrix Case study: Saman - Shahrekord County. Journal of Rural Research, 3(12), 59-84. doi: 10.22059/jrur.2013.30232. (In persian)
Ashrafi, H,. & kzempur, Z. (2012). Libraries and Cultural Tourism provide an opportunity for the development of information services, chapar press. (In persian)
Blangg, S., Mehta, H. (2006). Ecotourism and ecological Restoration. journal of Nature conservation, www.elsevier.com.
Chaudha, A., Jain, R., Singh, A.R., & Mishra, P. K. (2011). Integration of Kano’s Model into quality functiondeployment (QFD). Int J Adv Manuf Technol. 53, 689-698.
Chen, C., lee, H.T., Huachen, S., Hung Huang, T. (2011). Tourist behavioral intentions in relation to service quality and customer satisfaction in kinmen national park, Taiwan. international journal of Tourism research, 13, 416-432.
Compel, L.M. (1999). Ecotourism in rural developing communities. Canada: University of Western Ontaria.
Cuc, S. (2010). A Managerial approach of customer satisfaction drivers in the clothing industry. Management & Marketing, 8 (2), 334-342.
Ebrahimzadeh, I,. & Farahani Velashjerdi, R. (2012). An Analytic of Tourists Motivations and the Impact of Income and Gender Case Study: New-year Tourists of Mahallat, Journal of Urban Studies, 1(4), 13-22. (In persian)
faraji sabokbar, H., Motiee langroodi, S., Yadollahi farsi, J., Karimzadeh, H. (2012). Ranking the Development of Tourism and its Backgrounds in Rural Areas, Using Gray Topsis (Case Study: Rrual Areas of Varzaghan Township). Journal of Rural Research, 3(9), 1-24. doi: 10.22059/jrur.2012.24722. (In persian).
Fazli, S., & Alizadeh, M. (2009). Analysis and Optimum Ranking of Customer Needs: Integrating Kano in QFD Models. Iranian Journal of Trade Studies, 13 (49), 145-170. (In persian)
Forozia, A., SadeghiZadeh, M., HemmatiNoedoustGilani, M., Gjorgievski, M., & Melles Trpkova, S. (2012). Movie induced tourism: A new tourism phenomenon, utms journal of Economics, 3(1):97-10.
Friedrich Ermen, D. (2011). A Framework for Tourism Destination Marketing in Network Destination Structures, A thesis submitted for the degree of Doctor of Philosophy at the University of Otago, Dunedin, New Zealand.
Garrod, B., Wornell, R., & Youell, R. (2006). Re -conceptualising rural recourse as countryside capital: the case of rural tourism. Journal of rural studies, www.elsevier.com.
Ghadiri masom, M., Estelaji, A., & Pazoki, M. (2010). Sustainable tourism, Tehran: University of Tehran press. (In persian)
Heydari, R. (2008). Principle of tourism industry planning, SAMT press. (In persian)
Kano, N. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control, 14 (2), 39-48.
kazemy, M., Esmaeilei, M., & Beigi firozi, A. (2013). Establishment and Selection of Strategy for Tourism Development in Lorestan Province Based on Swot Analysis and Quantitative Strategic Planning Matrix. Geography and Development Iranian Journal, 11(32), 47-60. (In persian)
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38 (3), 260-269.
Leiper, N. (1990). Partial industrialisation of tourism systems. Annals of Tourism Research, 17 (4), 600-5.
Lumsdone, L. (2001). marketing for tourism. translate by mohammad ebrahim goharian, iran cultural studies press. (In persian)
Luvanga, N., & Shitundu, J. (2003). The role of Tourism in Poverty Alleviation in Tanzania. Mkuki Na Nyota Publishers, P. O. BOX 4246, DAR ES SALAAM, Tanzania.
MacDonald, R., & Jolliffe, L. (2003). Cultural Rural Tourism: Evidence from Canada. Annals of Tourism Research, 30 (2), 307-32.
MacDonald, E., Backsell, M., Gonzalez, Ri., & Papalambros, P. (2006). The KanoMethod’s Imperfections, and Implications in Product Decision Theory. International Design Research Symposium.
Matzler, K., S.t. & Hinterhuber, H.H. (1998). How to make product development projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment. Technovation, 18, 25-38.
Najafi, M., & Hezarjaribi, J. (2012). A Study on the Satisfaction Rate of Foreign Tourists in Iran. Geography and Environmental Planning, 23(3), 133-146. (In persian)
OECD. (1994). The Contribution of amenities to rural development. Paris: Tourism and Sustainable Bossiness, PP: 17-39.
Oliveira, B. (2011). Determinantes De lasatisfaceion Del Tourista, un studio enla ciudad de Guaraja-brasil, Estudiosperspectivas en Turismo, 20, 229-242.
Oliver, R. L. (1977). Effect of expectation and disconfirmation on post exposure product evaluations: an alternative interpretation. Journal of Applied Psychology, 62 (4), 480-486.
Parsaiean, A., & Erabi, SM. (2003). Tourism in Comprehensive Perspective. Office of Cultural Research press, Tehran. (In persian)
Pearce, B., & Mark, A. (1989). Tourist development (2 Ed). Longman. Singapore Publisher Ltd.
Razavifar, J., Khayat moghaddam, S. (2001) management and tourism industry, mohaghegh press. (In persian)
Rezae, H.R., Ashtiani, M., & Hoshyar, K. (2005). Customer-oriented approach to designing and improving product quality. atena press, Tehran. (In persian)
rezvani, M., jafari moghaddam, S., & rahimov, H. (2012). The Effects of Tourism on Entrepreneurial Attitudes in Rural Areas (Case Study: Compare of Abr and Abarsej Villages- Shahrud County). Journal of Rural Research, 3(10), 153-174. doi: 10.22059 / jrur. 2012.25101. (In persian).
Rezvani, A. (2003). Geography and tourism industry. Tehran: payme noor press. (In persian)
Roknaddin Eftekhari, A.R., & Ghaderi, E. (2002). The rule of Rural Tourism in Rural Development (Theoretical Analysis). The Scientific Research Journals Spatial Planning, 6 (2), 23-41. (In persian)
Roknaddin Eftekhari, A.R., & Mahdavi, D. (2006). The solutions of the rural tourism development with SWOT Methods (Case study: Lavasan-E-Koochak. The Scientific Research Journals Spatial Planning, 10 (2), 1-31. (In persian)
Safi, M.H., Fallahi Khoshkenab, M., Rasel, M., & Rahgozar, M. (2011). Assessing and prioritizing needs of faculty members on the basis of Kano’s Model, Payesh, 10 (4), 459-468. (In persian)
Sharpley, R. (2002). Rural tourism and the challenge of tourism diversification, the case of Cyprus. tourism management, 23.
Sinaie, V. (1995). Sustainable Development and Tourism, Journal of Political and Economic Information, 95 & 96, 134-138. (In persian)
Taheri kia, F., Fakharian, M., & Lajavardi, M. (2011), Identification and Prioritization of Factors Affecting Customer Satisfaction of A.B.C in condor Co Using the Kano Model. Journal of Industrial Strategic Management, 22, 81-67. (In persian)
Toyama, M., & Yamada, Y. (2012). The relationship among tourist novelty, familiarity, satisfaction and destination loyalty: Beyond the Novelty- familiarity continuum. international journal of marketing studies, 4 (6), 9-18.
Vazifehdust, H., & Farokhian, S. (2009). Survey of Customer Satisfaction in San Suan Product Planning by Kano Model. Jounal of Marketing Management, 4 (7), 137-157. (In persian)
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26 (1), 45-56.
