Ranking Factors Affecting Attitudinal and Behavioral Loyalty in Mazandaran Maritime Tourism Industry with Emphasis on Mixed Marketing Dimensions
MOHAMMAD HASSAN nassimi
1
(
PhD Student of Cultural Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
)
ali akbar rezaie
2
(
Department of Cultural Management, Science and Research Unit, Islamic Azad University, Tehran, Iran.
)
hossin vazifehdust
3
(
Professor of Business Administration Department, Science and Research Branch, Islamic Azad University, Tehran, Iran
)
fatemeh aziz abadi farahani,
4
(
Department of Cultural Management, Science and Research Unit, Islamic Azad University, Tehran, Iran.
)
seid reza salehiamiri
5
(
Associate Professor of Cultural Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
)
Keywords: tourism marketing mix, behavioral loyalty, attitude loyalty,
Abstract :
The present study was conducted to rank the factors affecting attitudinal and behavioral loyalty in marine tourism in Mazandaran province with emphasis on the dimensions of tourism marketing mix (p8). The statistical population of this study includes all people active in travel agencies, museums, hotels, historical sites and experts in the field of management, tourism and marketing. The sample size is 384 people using Krejcie and Morgan table and the method of cluster random sampling. The method of data collection is a researcher-made questionnaire. In this study, in order to collect data, the cities of Mazandaran province have been selected as a spatial territory. The statistical population includes people present in travel agencies, hotels, museums and experts in the fields of cultural management, tourism and marketing. The sampling method is stratified sampling. This research is applied in terms of purpose. To collect information, the researcher has made two separate series of questionnaires, each of which consists of two parts: the first part is personal information (gender, age, level of education, service history) and the second part is related to mixed marketing marketing questions. Consisting of 80 questions and attitudinal and behavioral loyalty of 15 closed questions, a 5-point Likert scale is used. In this study, structural equations and 22 SPSS statistical software were used to analyze the hypotheses to analyze the data. In addition, Cronbach's alpha criterion and convergent validity index (AVE) were used to determine reliability and validity. The results show that there is a positive and significant relationship between the dimensions of maritime tourism marketing mix and tourists' attitudinal loyalty. There is also a positive and significant relationship between the marketing mix of maritime tourism and the behavioral loyalty of tourists. Also, according to the research results, people have the highest priority and the process dimension has the lowest priority in creating tourist loyalty.