Explain the effects of tourists’ Satisfaction in nautical tourism marketing (Case Study: Coastal areas of Golestan province)

Subject Areas : Regional Planning

Seyed Hasan Motiei Langeroudi ¹ (استاد گروه جغرافیا و برنامه‌ریزی روستایی، دانشگاه تهران، تهران، ایران)
Sajad Ferdowsi ² (کارشناس ارشد جغرافیا و برنامه‌ریزی گردشگری، دانشگاه تهران، تهران، ایران)
Hamid Reza Shahmohammadi ³ (کارشناس جغرافیا و برنامه‌ریزی شهری، دانشگاه پیام نور، تهران، ایران)

Received: 2016-02-11 Accepted : 2017-07-10 Published : 2017-06-22

Keywords: Golestan Province, Satisfaction of tourists, Marketing, Nautical tourism,

Abstract :

      In recent decades, nautical tourism as one of the branches of tourism has attracted many fans. The sea and its beaches due to beautiful and fascinating attractions has attracted public's attention from the past and it has always selected to spend leisure time and rest in various countries. Given this issue, nautical tourism marketing is one of the most important activities in development of tourism. In this regard, tourists' satisfaction is the fundamental factor has specific role in successes of tourism marketing. The aim of this descriptive- analytical is to Grouping and prioritizing of tourists' satisfaction of infrastructure and nautical tourism function in the beaches of Golestan province. Required data was collected via questionnaire and documentary. In order to measure the satisfaction level of tourists , this study used Kano model with a sample size of 384 and 21 assessment Indexes. The results show that the most satisfactory is related to the index of security with satisfaction coefficient of 0.712, and the most dissatisfactory is related to the index of places of residence with dissatisfaction coefficient of - 0.721. Also in the group of functional requirements, the most satisfactory is related to index of tourists comfort with satisfaction coefficient of 0.512 and the most dissatisfactory is related to index of restaurants, bars and cafe with satisfaction coefficient of - 0.518. In the group of functional requirements, the most satisfactory is related to index of preserving the natural conditions of coast in connection with the sea with satisfaction coefficient of 0.612 and the most dissatisfactory is related to index of variety of activities in space and possibility of selection.

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