نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی و کسب و کار، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران
2 گروه مدیریت بازاریابی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران
3 گروه مدیریت راهبردی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Aim: Today, tourist destinations need to make tourists more loyal to these destinations in order to better market their attractions, services and products. In addition to creating a competitive advantage, marketing costs for loyal tourists are much lower than marketing to attract new tourists. The current research was conducted with the aim of analyzing the behavior of loyalty to the destination and the factors affecting it by using the Bayesian network, which is a graph-type network based on the Bayesian theory.
Material & Method: The current research is applied in terms of purpose and descriptive-survey in terms of method. The target population of the research were foreign tourists who traveled to Iran in the fall of 1401. 384 questionnaires were distributed and 376 correct questionnaires were collected and analyzed.
Finding: The results of the analysis using the Bayesian method have shown that tourist satisfaction is 19%, the feeling of security from traveling to the destination is 11%, the mental image of the destination is 8%, the perceived quality is 7%, the perceived value, the sense of belonging to the destination 6% each and familiarity with the tourist destination 7% contribute to the improvement of loyalty to the destination.
Conclusion: By creating different scenarios, the stakeholders of the tourism industry can analyze the behavior of loyalty and the factors affecting it and use the results obtained in creating more loyalty and marketing based on making tourists loyal.
Innovation: Although many researches have been done in tourism to identify the factors affecting loyalty to the tourist destination, not many studies have been conducted in the field of predicting the level of loyalty of tourists to the destination, as well as the predictive analysis of the most and the least influencing factors on Loyalty has not been done.
کلیدواژه‌ها [English]
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