Explaining Destination Loyalty Pattern of Sports Tourists in Iran
Akbar Heidary1* and Azita Shojaei2
- Head of Research Department, Education and Training Department, Zanjan
2. Department Of Physical Education, Behbahan Branch, Islamic Azad University, Behbahan, Iran
Abstract
In tourism industry, the consumer loyalty is vital and interesting. The consumer loyalty information may be used to identify visitor's loyalty to that area. The formal consumers shape marketing strategies and direct larger resources to real consumer potential. However, this study aimed to analyze factors affecting destination loyalty of sport tourists in Tehran. This was descriptive-analytical field study. The simple random sampling method was used selecting the sample. The library and survey method and a researcher-made questionnaire were used for collecting the data; after confirming its validity (by experts) and reliability, it was distributed among sports tourists. The collected data were analyzed using descriptive (frequency, mean, standard deviation) statistics and the structural equation modeling (SEM) was conducted in Amos/18 Software for designing and developing model. The inferential statistics results showed that there is a significant relationship between satisfaction and destination loyalty of tourists.
Keywords: Loyalty to Destination, Sports Tourists, Tehran.
