Analysis of the Factors Influencing Destination Loyalty: A Mixed Study

Raha Heidari (), Abbas Naghizadeh-Baghi (), Mehrdad Moharramzadeh (), Farzad Nobakht () and Nasrin Azizian Kohan ()
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Raha Heidari: University of Mohaghegh Ardabili, Iran
Abbas Naghizadeh-Baghi: University of Mohaghegh Ardabili, Iran
Mehrdad Moharramzadeh: University of Mohaghegh Ardabili, Iran
Farzad Nobakht: University of Mohaghegh Ardabili, Iran
Nasrin Azizian Kohan: University of Mohaghegh Ardabili, Iran

Marathon, 2024, vol. 16, issue 1, 4-18

Abstract: In the tourism industry consumer loyalty is vital and interesting. Consumer loyalty information may be used to identify different parts of a visitor's loyalty to an area. The formal consumers shape marketing strategies and direct larger resources toward real consumer potential. However, this study aimed to analyze factors affecting the destination loyalty of sports tourists in Tehran, Iran. This was a descriptive-analytical field study. A simple random method was used for the selection of the sample. The library and survey method and a researcher-made questionnaire (closed-ended questions) were used for collecting the data; after confirming its validity (by experts) and reliability, it was distributed among sports tourists. The questionnaires were distributed among the spectators (15-50 years old) who participated in several important football events and stayed in Tehran for one or more nights to watch sports events. 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 was a significant relationship between satisfaction and destination loyalty of tourists.

Keywords: destination loyalty; sports tourists; Tehran. (search for similar items in EconPapers)
Date: 2024
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