Document Type : علمی - پژوهشی
Authors
1 Guilan university
2 Ph.D student of Urban Planning, Faculty of Architecture and Art, University of Guilan
Abstract
This study provides an integrated approach to understanding tourist motivation and attempts to expand theoretical and empirical evidence on the causal relationships between push and pull motivations, satisfaction, and destination loyalty. The purpose of this research is to investigate the mediating effect of tourist satisfaction on the effect of push and pull motivation. The purpose of the research is applied and in terms of the survey method, it is specifically based on the "structural equation model". The statistical population of the present study consists of domestic and foreign recreational tourists who have traveled to Rasht city, and cluster sampling and a questionnaire are used to collect data. The research data were analyzed with the mean least square approach and with structural equation modeling method and with LISREL software. To check the internal consistency of the data collection tool, Cronbach's alpha coefficient and composite reliability coefficient and convergent validity (AVE) are used to check the condition of the data collection tool. The findings of exploratory factor analysis determined significant factors, including eight push travel motivation factors and ten pull travel motivation factors provided acceptable factor analyses. Goodness of fit indices showed that the overall measurement model is acceptable and the proposed model fits the collected data with the sample size. Destination satisfaction and loyalty have simultaneously provided acceptable results. This study offers significant potential for developing more detailed applications regarding destination behavior, particularly regarding destination motivation, satisfaction, and loyalty. Therefore, it is suggested that destination tourism managers consider the practical implications of motivational variables, as they can promote essential factors in increasing satisfaction with destination services and products, as well as increasing destination loyalty.
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