Designing a Customer Loyalty Model in the Hotel Industry with a Sports Tourism Planning Approach (Case Study of Hotels in Mazandaran Province)

Subject Areas : Geography and Urban Planning

Ali Jersarai ¹ , Morteza Dosti Pasha ² , Seyed Hossein Alavi ³ , Farshad amami ⁴

1 - PhD Student in Sports Management, Ayatollah Amoli Branch, Islamic Azad University, Amol
2 - PhD in Sports Management, Faculty of Physical Education and Sports Sciences, Mazandaran University
3 - Physical Education and Sport Sciences, Assistant Professor of Department of Technical and Vocational of Mahmoud Abad Branch of Technical and Vocational University (TVU), Mazandaran, IranMazandaran, Iran
4 - PhD in Sports Management, Ayatollah Amoli Branch, Islamic Azad University, Amol

Received: 2020-08-27 Accepted : 2021-01-05 Published : 2020-07-22

Keywords: hotel industry, Mazandaran Province, sports tourism planning, Customer loyalty,

Abstract :

The purpose of this study is to design a customer loyalty model in the hotel industry with a sports tourism planning approach in Mazandaran province. The research method in this qualitative research is inductive in the field of paradigm and is derived from a semi-structured interview. The statistical population includes all university professors in the field of sports and sports management who have studied in this field. Sampling was performed using theoretical method and purposeful judgment method and was followed until theoretical saturation was reached, which includes a total of 38 experts. The results of the quality section showed that customer loyalty in the hotel industry includes 48 concepts and 5 dimensions (hospitality, service, product quality, facilities, trust)