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Open Access Article
1 - The Feasibility of Realizing the Vision of Agricultural Tourism Development in the Sustainability of Regional Settlements Development A case of Saveh
Majid Goodarzi Hoshang Moradi Hojatullah Pashapur Mohammad Faraji DarabkhaniIssue 49 , Vol. 13 , Winter 2024The purpose of this study is to investigate the feasibility and realization of agricultural tourism development in Saveh city. The current type of research is applied in terms of purpose and nature, employing a survey based on field studies (questionnaire). The statisti MoreThe purpose of this study is to investigate the feasibility and realization of agricultural tourism development in Saveh city. The current type of research is applied in terms of purpose and nature, employing a survey based on field studies (questionnaire). The statistical population of this research includes 18 university managers and experts in the field of tourism and urban planning, who were selected using purposive sampling. For scientific analysis, the combined model of SWOT strategic analysis and the Quantitative Strategic Planning Matrix (QSPM) has been used. The results obtained from the evaluation matrix show that internal factors (strengths and weaknesses) and external factors (opportunities and threats) were assessed. According to the scoring of the items in the research, the total score of internal factors is 2.28 (strengths 1.13 and weaknesses 1.15) and external factors 3.2 (opportunities 0.993 and threats 2.2). Therefore, the best strategy for realizing the agricultural tourism model in the study area is the WO strategy, which involves leveraging strengths to exploit opportunities and mitigate weaknesses. Among the developed strategies, the competitive-aggressive (WO) strategy scored the highest (6.82) and is the most attractive among the research strategies. The output of the strategic planning model emphasizes leveraging the region's proximity and access to population centers, geological features of the area, and strengthening related programs as high priority actions. Manuscript profile -
Open Access Article
2 - Challenges Ahead of Urban Tourism Economic Development (A Case of Ardabil)
AbdolRahim Hashemi dizaj Zhila Farzanehsadatzaranji Maryam Maryam Jami odoluloIssue 49 , Vol. 13 , Winter 2024The tourism industry, ranking as the third-largest sector, plays a crucial role in providing economic resources for cities. Effective management of tourism potential can create substantial income and support sustainable urban development. This research aims to identify MoreThe tourism industry, ranking as the third-largest sector, plays a crucial role in providing economic resources for cities. Effective management of tourism potential can create substantial income and support sustainable urban development. This research aims to identify challenges obstructing urban tourism development, focusing on Ardabil city as a case study. Employing a descriptive-exploratory approach, the study involves experts familiar with Ardabil's tourism industry as the research population. Fifteen experts were selected using the snowball sampling method as the statistical sample. The questionnaire's reliability was assessed through the retest method, yielding an initial correlation of 0.780 and a repeated correlation of 0.763, indicating acceptable reliability. Validity was ensured through content analysis, with data analyzed using Structural Interpretive Modeling (ISM). Findings reveal that an organization with an influence power of 8 has the greatest impact, while socio-cultural challenges hold the least influence at 5. Manuscript profile -
Open Access Article
3 - Explanation of tourism strategies with the approach of sustainable development of tourism (case study: Bostan Abad city)
Masoud Hag lesan Saeed Arbabi Boston abadIssue 49 , Vol. 13 , Winter 2024Tourism is considered as one of the most important ways of economic development in the world. But in Iran, due to many reasons, it has not yet found its real place. The purpose of this study is to examine the advantages and limitations of tourism and choose the appropri MoreTourism is considered as one of the most important ways of economic development in the world. But in Iran, due to many reasons, it has not yet found its real place. The purpose of this study is to examine the advantages and limitations of tourism and choose the appropriate strategy for the tourism industry in the region. This research is based on the purpose of research, applied and based on quantitative research and based on descriptive-analytical strategy. The method of data analysis is combined and based on SWOT strategic analysis andQSPMstrategicplanning model and internal and external matrix (IFE) and (EFE) using field survey through distribution of questionnaires among tourists and interviews with tourism experts. TheanalysisobtainedfromtheSWOT model is more than the total points obtained from the opportunities (OW) than other strategiesIt indicates the appropriate strategy for the sustainable development of the city and also the QSPMstrategies prioritization table shows that among the four selected strategies and the results of theevaluation and prioritization of the strategies show that tourism development in the medium and long term with the highest points respectively 10.63 and 8.08 have the largest contribution to thedevelopment of tourism, as well as agricultural development with 9.96 and 6.98 points and the establishment of a special economic zone with 9.8 and 7.25 points are suitable solutions for thesustainable development of tourism, and finally Bostan Abad city needs investment and Create job opportunities and develop agriculture by creating a special economic zone to attract capital and create sustainable business and tourism. Manuscript profile -
Open Access Article
4 - Recreational and Economic Valuation of Municipal Activities in Tehran Ab-o-Atash Park
Mohammad Taqi Rahnamaei negin shokraviIssue 49 , Vol. 13 , Winter 2024This article addresses the increasing demand for parks and entertainment centers, emphasizing the necessity of analyzing them from economic and social perspectives. Despite challenges, it underscores the importance of anticipating future requirements. Evaluating the eco MoreThis article addresses the increasing demand for parks and entertainment centers, emphasizing the necessity of analyzing them from economic and social perspectives. Despite challenges, it underscores the importance of anticipating future requirements. Evaluating the economic value of these spaces is crucial for city officials and development project managers. The research focuses on assessing the recreational value of Aab-o-Aatash Park using a descriptive-analytic method and questionnaires from 160 park visitors. Findings reveal the park's high recreational value, with expenses and park quality impacting visitor numbers and facilities. This highlights the role of governors in improving park quantity and quality to enhance its economic value. The study underscores the significance of ongoing park improvements to elevate their economic and social contributions. Manuscript profile -
Open Access Article
5 - Analysis and Evaluation of the Evolution of Tourist Destinations Using the Combined Persuade-Allen-Butler Model (STLC) A Case of Tourist Destinations in Kurdistan Province
arastoo yari hesar Bahram Imani Saeed Zanganeh Shahraki arezoo moradi Barzin ZarghamiIssue 49 , Vol. 13 , Winter 2024The life cycle of tourism destinations in Iran is a relatively new subject that offers a valuable framework for understanding the dynamics of tourist activities and planning their transformation towards sustainable tourism. This study aims to evaluate target villages fo MoreThe life cycle of tourism destinations in Iran is a relatively new subject that offers a valuable framework for understanding the dynamics of tourist activities and planning their transformation towards sustainable tourism. This study aims to evaluate target villages for tourism development in Kurdistan province using the integrated model of Prescott, Allen, and Butler (Sustainable Tourism Life Cycle - STLC). The evolution of sustainable tourism in these villages is assessed based on the STLC model. The sample size for this research consists of 356 individuals. The survey results indicate that most of the studied villages are in the intervention and conflict stages or at the early stages of development in the sustainable tourism life cycle. The primary strategy recommended for villages in the intervention and conflict stages is community participation and the expansion of tourism infrastructure. Manuscript profile -
Open Access Article
6 - Assessment and Analysis of Influential Components in Defenseless Urban Spaces A Case of District One in Tabriz
lachın pahlavan saeedeh feızı negar pahlavanIssue 49 , Vol. 13 , Winter 2024In this research, the analysis of influential components in vulnerable urban spaces at the neighborhood level within one municipality of Tabriz is conducted. Urban spaces are pivotal for citizens' life and activity, aiming to provide safe, healthy, stable, and attractiv MoreIn this research, the analysis of influential components in vulnerable urban spaces at the neighborhood level within one municipality of Tabriz is conducted. Urban spaces are pivotal for citizens' life and activity, aiming to provide safe, healthy, stable, and attractive environments that cater to diverse societal needs based on individual characteristics, age, social groups, and gender. The study utilized the T-test to analyze components, dimensions, and effective areas in vulnerable spaces, categorizing twelve investigated components into three groups and assessing their impact separately. Additionally, one-way variance analysis was employed to compare 13 neighborhoods in Tabriz city, with subsequent ranking using the Vicor model. Results highlight that physical-environmental components exerted the most significant impact on the formation of vulnerable spaces, revealing notable differences among localities concerning missing spaces, corners, inadequate lighting, and specific alley and street configurations like L-shaped and U-shaped layouts, underpasses, and bridges. Manuscript profile -
Open Access Article
7 - The Impact of Tension Index on Foreign Tourism: A Comparative Analysis of Member Countries of the Organization of Islamic Cooperation and Selected Developed Nations (A Characterization Approach)
seyed mohammad hosseini salehi mohammad hasan fotros mohammad hosein Imani khoshkho ahmad sarlakIssue 49 , Vol. 13 , Winter 2024In recent years, global growth and development indicators have underscored a widening gap between developed and developing countries, including Islamic nations, prompting a shift towards endogenous growth strategies and the utilization of domestic capacities and sustain MoreIn recent years, global growth and development indicators have underscored a widening gap between developed and developing countries, including Islamic nations, prompting a shift towards endogenous growth strategies and the utilization of domestic capacities and sustainable resources. The tourism industry has emerged as a dynamic driver of growth and development, particularly in developed countries, over the past two decades. Islamic countries, rich in cultural, historical, and natural attractions, have the potential to optimize this capacity by establishing necessary platforms. This comparative research investigates the factors influencing tourism, with a specific emphasis on the tension index, across two groups: member countries of the Organization of the Islamic Conference and developed countries from 2005 to 2019. The findings reveal a positive and significant impact of tension variables, previous period tourist numbers, economic openness, and transportation infrastructure on foreign tourism. Notably, the estimated coefficient of the tension index is larger in member countries of the Organization of the Islamic Conference. Furthermore, the study identifies a positive and significant relationship between public spending on education and tourism in developed countries. Contradictory trends in the effect of the consumer price index on foreign tourism between the two groups highlight differences in purchasing power dynamics. Manuscript profile -
Open Access Article
8 - Pathology of the Performance of Regeneration Offices in Tourist Spaces A Case of Facilitation Offices in the Vicinity of the Holy Shrine in Mashhad
amin faal jalali Arezoo faaljalali Zynab Abaslatian NainiIssue 49 , Vol. 13 , Winter 2024Historical contexts serve as significant carriers of ancient heritage, conveying cultural and civilizational messages across generations. The surroundings of the holy shrine in Mashhad boast valuable historical and religious landmarks such as historic houses, mosques, g MoreHistorical contexts serve as significant carriers of ancient heritage, conveying cultural and civilizational messages across generations. The surroundings of the holy shrine in Mashhad boast valuable historical and religious landmarks such as historic houses, mosques, gardens, and caravanserais. However, due to their integration within aging urban fabric, these sites face challenges including visual degradation, structural integrity issues, accessibility constraints, and deficiencies in urban infrastructure. Despite the establishment of regeneration offices, efforts to preserve and maintain these sites have not been entirely successful. This research aims to assess the operational pathology of facilitation offices, particularly focusing on tourism, within the central fabric surrounding the holy shrine. The study employs a mixed-method approach, combining qualitative interviews conducted between 1401-1402 with 28 managers of facilitation offices. Findings highlight critical factors contributing to operational pathology, including the knowledge of urban regeneration experts and related entities (coefficient of importance = 0.184), urban management's perspective on tourism (coefficient = 0.110), financial resource inadequacies within regeneration organizations (coefficient = 0.099), expertise deficiencies among regeneration experts (coefficient = 0.095), reluctance to collaborate with other entities (coefficient = 0.086), and weaknesses in the evaluation system of regeneration organizations. These results prioritize key areas requiring intervention for enhancing the performance of neighborhood development offices in the vicinity of the holy shrine. Manuscript profile
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Open Access Article
1 - Designing an explanatory model of tourism ethics using grounded theory
Ardalan Sadeghhasani Narges Delafrooz Ali Gholipour Soleimani Kambiz ShahroodiIssue 48 , Vol. 12 , Winter 2023Modern tourism has added to social anomalies by violating ethical practices and has caused many ethical problems to human societies. Therefore, the purpose of this research is to design an explanatory model of tourism ethics in Gilan province, as one of the most visited MoreModern tourism has added to social anomalies by violating ethical practices and has caused many ethical problems to human societies. Therefore, the purpose of this research is to design an explanatory model of tourism ethics in Gilan province, as one of the most visited tourist destinations in the country, using qualitative research methods and systematic grounded theory. According to the research objectives, the population of participants includes university professors, officials, experts and policy makers of the tourism industry who have at least a master's degree and 5 years of executive work experience in various sectors of the tourism industry. The selection of these samples was done using purposive sampling method and semi-structured interviews with 7 general questions were continued until the realization of saturation in interview 12. Data analysis in three stages of open, axial and selective coding led to the extraction of 71 concepts, 19 sub-categories and finally 6 main categories from the integration and classification of concepts. Based on the proposed model, tourist's ethical behavior as a core category; social responsibility of the tourism destination as a causal condition; the values of the host society as context conditions; business ethics as interferer condition; tourism management and policies are considered as a strategy, and finally, ethical tourism is considered as a result of the implementation of strategies. Manuscript profile -
Open Access Article
2 - Exploring the Dimensions of Social Responsibility in Tourists’ Destination and their Role in the Willingness to Revisit Using a Mixed Method Research (A Case Study of Gilan Province)
Fereshteh Ghavidel Ali Gholipour Soleimani Seyed Mahmoud Shabgoo Monsef Alireza Farokhbakht FoomaniIssue 40 , Vol. 10 , Winter 2021Today, social responsibility has been considered to protect and encourage the return of tourists to the tourism industry, despite growing concerns about environmental degradation, depletion of natural resources, human rights issues and fair trade. The purpose of this st MoreToday, social responsibility has been considered to protect and encourage the return of tourists to the tourism industry, despite growing concerns about environmental degradation, depletion of natural resources, human rights issues and fair trade. The purpose of this study was to explore the dimensions of social responsibility of tourism in Gilan province from the perspective of tourists and to investigate its effect on revisiting willingness as well as the effect of destination trust and tourists’ satisfaction as a mediator and destination reputation as a moderator. Thus, the present study is considered a mixed research. First, in the qualitative stage of the study, the economic, environmental, cultural, legal and ethical dimensions of destination social responsibility obtained from classical Grounded Theory and through in-depth semi-structured interview with 12 internal tourists and coded using "MAXQDA" software have been tested along with hypotheses obtained from studying the internal and external literature, by non-probability sampling and snowball method through a questionnaire from 236 internal tourists and using structural equation modeling using "PLS" method and the "SPSS" software. The findings showed that destination social responsibility does not have a direct and significant effect on revisiting willingness. But this relationship was indirectly confirmed through destination trust and tourists’ satisfaction. Moreover, there was a significant relationship between destination trust and tourists’ satisfaction. The modifier role of reputation in the relationship between economic, environmental, cultural and legal dimensions with destination trust as well as the ethical dimension with tourists’ satisfaction was also confirmed. Manuscript profile -
Open Access Article
3 - Designing a Pattern of Conflict Dimensions between Tourists and Residents Using Interpretive Structural Modeling (ISM)
Nahid Alizadeh Ali Gholipour Soleimani Ebrahim Chirani Narges DelafroozIssue 44 , Vol. 11 , Autumn 2023The purpose of this research is to design a model of conflict dimensions from the point of view of tourists entering Gilan province and local natives. This research is descriptive and exploratory based on the nature and method of data collection. The statistical populat MoreThe purpose of this research is to design a model of conflict dimensions from the point of view of tourists entering Gilan province and local natives. This research is descriptive and exploratory based on the nature and method of data collection. The statistical population of this research is tourists and residents, and the participation of university experts and cultural heritage and tourism experts with a number of 18 people is also included. The data of the qualitative part was collected using the approach based on classical grounded theory and using semi-structured interviews through purposeful snowball sampling. In the quantitative part, the relationship and significance of the categories were determined with the interpretive structural modeling approach. Based on the obtained results, inflation in the real estate sector, disruption in the transportation system, and cultural differences are the cornerstones of the pattern of tourism conflict dimensions and have a high effect on it. This model can be used to investigate the tourism conflict phenomenon according to the views of different stakeholders, as a reference for tourism development and guidance for managing tourism operations. Also, the problems and shortcomings of tourism development in Gilan province can be changed by increasing or decreasing each of the variables and using the results as a basis for tourism development. Manuscript profile -
Open Access Article
4 - The Effect of Culture on Brand Loyalty Mediated by the Role of Brand Performance and Brand Identity (A Case Study of Five-star Hotels in Mashhad)
Amir Ghafourian Shagerdi Sepideh Shirvani MoghaddamIssue 40 , Vol. 10 , Winter 2021Today, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, MoreToday, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, this study examines the effect of culture on brand loyalty mediated by the role of brand performance and brand identity among five-star hotels in Mashhad. The research method is descriptive and co-relational. In this study, the type of research is applied based on the purpose, and because this research explains the existing variables and the relationship between them; therefore, the research is an analytical-analytical one. The statistical population of this study included the customers of five-star hotels in Mashhad. The non-random sampling method was used in the study based on which 280 customers were selected as the samples of the present research. The data collection tool was the Anorlo and Yuka standard questionnaire (2017) the validity of which was confirmed by the experts and its reliability was proved by the Chronbach alpha test. In order to analyze the data, the minimum partial square (PLS) method was used using smart PLS 2. The results show that brand personality has a positive and significant effect on brand performance; culture has a positive and significant effect on brand performance; culture has a positive and significant effect on brand personality; brand performance has a positive and significant effect on brand loyalty and brand personality loyalty has a positive and significant effect on the brand. Manuscript profile -
Open Access Article
5 - Strategic plannnig of tourism development in historical contexts (Case study: central fabrics of Urmia city)
Rasool Ataee mirsaeid moosavi MirJavad SharifnejadIssue 39 , Vol. 10 , Autumn 2021Urban tourism, accompanied by the future urban population growth, is a huge capacity to improve quality of life and simultaneously a serious challenge with regard to threats such as natural disasters. In recent decades, approaches to dealing with natural disasters to en MoreUrban tourism, accompanied by the future urban population growth, is a huge capacity to improve quality of life and simultaneously a serious challenge with regard to threats such as natural disasters. In recent decades, approaches to dealing with natural disasters to enhance the capacity of society have given rise to a new concept called urban resilience for better preparedness. To assess the resilience of Urmia's central fabrics against natural hazards, this study sought to provide a reliable conceptual framework for analyzing and assessing it in four social, economic, institutional and physical dimensions. The required data were collected using the fieldwork, desk-based research method and questionnaire, interview and observation tools. The collected data were analyzed quantitatively using SPSS, ARCGIS, VIKOR model, and descriptive and inferential statistics. The statistical community of research consisted of the citizens of the central part of Urmia. The sample size was determined 380 using the Cochran formula and was systematically distributed. Findings showed that the highest and lowest averages were relating to the economic) 3.3(and institutional (2.64) dimensions. As the average value of all dimensions was below the theoretical average (4), we can say that the historical fabrics of Urmia is not in a good status in terms of resilience indicators. The results of the VIKOR model revealed that neighborhood 7 was the most resilient to natural hazards. Moreover, in terms of physical resilience (AHP), more than 80% of the central texture's area had a low level of resilience and was vulnerable to probable natural hazards. Manuscript profile -
Open Access Article
6 - Investigating the Problems of Rural Tourism Development in the Bezkuyeh Village, a Forest Village on the Outskirts of Rudsar in Gilan Province
Parisa Mohamadpour Ghassem Habibi BibalaniIssue 35 , Vol. 9 , Autumn 2020In this research, a field study was conducted to investigate the development of rural tourism in Bozkoyeh village in Rudsar which is located in the East of Gilan Province. In order to identify the various factors required, the strengths and weaknesses of the understudy MoreIn this research, a field study was conducted to investigate the development of rural tourism in Bozkoyeh village in Rudsar which is located in the East of Gilan Province. In order to identify the various factors required, the strengths and weaknesses of the understudy area were used to complete the questionnaire. Based on the initial information obtained and using Cochran's test, 100 samples were collected and 77 samples were selected. The questionnaires of this research were randomly distributed among the people who visited this area in the spring of 2020. In this study, Cronbach's alpha method was used to calculate the reliability of the questionnaire, which is used to determine and calculate the reliability of the test. The SPSS software was used to calculate the Cronbach's alpha coefficient. The results of the test for 77 samples showed that the coefficiency estimate was 0.75. In order to develop tourism in this region, there are some weaknesses such as the poor condition in the road, as well as the situation of light and lighting at night which indicate that this village lacks the necessary requirements to be developed as a tourism village. Also, tourists create problems for the natives and residents as well as for themselves which can gradually cause lack of cooperation among the natives in implementing scientific tourism studies in future. Manuscript profile -
Open Access Article
7 - Investigating the Role of Urban Branding Model in Development of Tourism in Gilan
samaneh akhavan foumani homa doroudi Fereshteh LotfizadehIssue 40 , Vol. 10 , Winter 2021The world of tourism has a multi-purpose function that can be used as one of the strategies for developing economy, reducing the dependency of the country's budget on oil, creating employment, raising morale and so on. To this end, different countries and cities are try MoreThe world of tourism has a multi-purpose function that can be used as one of the strategies for developing economy, reducing the dependency of the country's budget on oil, creating employment, raising morale and so on. To this end, different countries and cities are trying to take a step towards tourism and economic development by creating and developing an urban brand. In this regard, the present study seeks to investigate the role and impact of urban branding model in order to expand tourism in Gilan province. The statistical population of the present study includes professors and experts in the field of business-tourism involving in this field. In this study, the interview was used to collect data and finally the data were analyzed using the data theory approach in three stages of open, selective and axial coding with MaxQDA software. Finally, 682 semantic units, 171 concepts, 38 categories were identified which were defined in the form of 6 factors. Manuscript profile -
Open Access Article
8 - The Analysis and evaluation of good urban governance indicators and its influence on tourism development variable of Bisetoon city
Mahmoodraza Hashemibisetooni Majid ShamsIssue 33 , Vol. 9 , Winter 2020good urban governance is considered to be an impressive and effective model for the management of the city affairs. In this article analysis and evaluation of some of the most important indicators of great urban governance, such as "participation, accountability and leg Moregood urban governance is considered to be an impressive and effective model for the management of the city affairs. In this article analysis and evaluation of some of the most important indicators of great urban governance, such as "participation, accountability and legality" In the statistical population of the research and their causal relationship with the dependent variable "tourism development" have been investigated. This research is a survey-type one which has been arranged in a descriptive-analytical approach and information has been obtained on the field by using a researcher-made questionnaire tool. The statistical population consists all citizens of Bisotun city. 365 people were assigned based on population sampling method to determine the size of "Cochran" sampling. Then a systematic sampling method was used to distribute the questionnaires among the statistical sample in a completely scientific way. In the next step, after collecting data, data analysis was performed by using Spss and Excel software and the evaluation of the variables was investigated by using the Likert scale. The results of the research after the Pearson test and obtained Sig value showed all of the good urban governance indicators, studied in this research, were equal to 0/000.Pearson coefficients for participation, accountability, legality respectively were 0.254, 0.310 and 0.290. This indicates that the level of good urban governance factors is lower than the average. There is also a significant and direct relationship between participation, accountability and legality with tourism development . Manuscript profile -
Open Access Article
9 - The Role of Second Home Tourism in the Physical and Environmental Changes of Lahijan during the Last Two Decades (A Case Study of Shirjoopasht Village and Lahijan)
Manuchehr Mehdipour Teymour Amar Isa PourramazanIssue 40 , Vol. 10 , Winter 2021One of the basic strategies in the field of rural development that has been considered in recent years and has had positive results in many countries is the development and expansion of tourism in rural areas. However, this strategy in Iran and especially in the study a MoreOne of the basic strategies in the field of rural development that has been considered in recent years and has had positive results in many countries is the development and expansion of tourism in rural areas. However, this strategy in Iran and especially in the study area has been associated with a phenomenon called second homes, the results of this expansion has had many negative consequences in physical, economic, environmental, cultural and social dimensions. Rural areas of Lil rural district of the central part of Lahijan during the last two decades with the prosperity of the tourism industry have been associated with the phenomenon of the expansion of second homes. In this research, using descriptive-analytical methods and statistical tests, the effects of the expansion of second homes on physical and environmental changes in rural areas of Lil district have been investigated. The results showed that the expansion of the second homes had the greatest impact on the physical part of the villages. Negative effects of the physical part include: changes in the rural landscape and urbanization of the settlement, disruption of the traditional structure and homogeneity of construction, loss of physical beauty of the village, changes in residential and commercial units. Also land use change, leveling of mountains, increasing waste production and changes in workshop units and local employees are the most important negative effects in the environmental sector. Manuscript profile -
Open Access Article
10 - Investigating the effect of service quality and satisfaction on hotel customers' loyalty in Kurdistan province
seyed mohammad mosavi jad reza shafei maryam sharifi haydar mohammadiIssue 27 , Vol. 7 , Autumn 2018The customers of each organization are the focal point of the organization. This idea of customer expectations in order to satisfy their needs and the provision of appropriate services and even superior quality of service to service organizations is inevitable. The hote MoreThe customers of each organization are the focal point of the organization. This idea of customer expectations in order to satisfy their needs and the provision of appropriate services and even superior quality of service to service organizations is inevitable. The hotel industry is not the exception. This research is applied in terms of its purpose and is descriptive and correlational in terms of its purpose. The statistical population of this study was made by all permanent clients of hotels in Kurdistan province who stayed at least one night in a hotel for at least one night. Since the exact statistics of the population of the clients of the hotels in the province are not available and the community is unlimited, the sample size was determined by the Cochran formula and 384 were determined. The sampling method is simple and categorized. The dependent variable of research is customer loyalty, which was measured by the variables of service quality (independent) and customer satisfaction (mediation) based on the Surkalo & Moghimi (1392) questionnaire. Pearson correlation coefficient and structural equation model have been used to investigate the hypotheses. The results of the research showed that the quality of services is high in the customers' view. Also, the data represents customer satisfaction and loyalty. The results show that the components of service quality and satisfaction have a significant effect on customer loyalty. Manuscript profile
