Satisfaction

Open Access Article

1 - Factors Affecting satisfaction and support of tourism in rural areas (Case study: Masjedsoleiman, Andika, and Lali Counties)
alireza ahmadi

One of the effective factors in the process of developing tourism is to consider the host community in the tourism areas and their satisfaction of such activities. Success of each tourism project is required raising knowledge and determination of effective factors on sa More

One of the effective factors in the process of developing tourism is to consider the host community in the tourism areas and their satisfaction of such activities. Success of each tourism project is required raising knowledge and determination of effective factors on satisfaction and support of host community. Because of this, the study was aimed to determine the effective factors influencing the local residents’ satisfaction of tourism and also their support of this activity. In this research, a survey method was conducted. The population of this study includes all rural areas’ residents of Masjedsoleiman, Andika and Lali counties in Khuzestan province which benefits from Stratified random sampling with the sample size of 250. Data was collected by using questionnaires which its validity was confirmed by experts and its reliability was approved by Cronbach's alpha coefficient (α = 0/63 to 0/92). The results of the correlation test showed that the residents’ satisfaction of tourist areas has a meaningful relation (0/1) with perceived quality (r = 0/342), perceived image (r = 0/178), and commitment (r = 0/481) variables; and residents’ support variable (r = 0/442) was significantly associated and has a meaningful relation (0/1) with the variables of perceived quality (0/5), perceived value (0/179), perceived image (r =0/328), commitment (r = 0/567) and satisfaction (r = 0/451). Moreover, the results of regression analysis indicated that the variables of commitment, satisfaction and perceived image could explain a total of 38/2 % of the variations in residents’ support, and also the variable of perceived quality could explain a total of 11.7 % of the variation in residents’ satisfaction. Manuscript profile

Open Access Article

2 - The effect of tourists’ self-concept on satisfaction and their intention to recommend the tourist destination )Case study: Mashhad, Chalidarreh Dam(

Individual self-concept explains and predicts different facets of consumer behavior. This study examined the effects of tourist self-concept on their intention to recommend destination, travel satisfaction and travel experience. The population of this study includes all More

Individual self-concept explains and predicts different facets of consumer behavior. This study examined the effects of tourist self-concept on their intention to recommend destination, travel satisfaction and travel experience. The population of this study includes all tourists who were visiting Chalidarreh dam, among them 308 was selected randomly as the research sample. The data were collected by means of a questionnaire and were analyzed by structural equation modeling and LISREL software. The results show, the perception of travel experience, facilitates the relationship between ideal self-concept and travel satisfaction of tourists. Also the travel satisfaction, facilitates the relationship between perceived experience of travel and the intention to recommend tourist destination. The results of this study can improve the perception of managers which will provide a better understanding of tourist behavior and policy making in the field of tourism marketing. Manuscript profile

Open Access Article

3 - The Effect of Perceived Service Quality, Satisfaction and Trust of Health Tourists on Their Revisiting and Reusing the Hospitals and

Health tourism is becoming a developing sector in the tourism industry. It involves economic grounds; creates job opportunities; introduces different cultures; and even holds political interests for the countries. Health tourism has many economic benefits for the countr More

Health tourism is becoming a developing sector in the tourism industry. It involves economic grounds; creates job opportunities; introduces different cultures; and even holds political interests for the countries. Health tourism has many economic benefits for the countries that are active in this industry. Health tourism is an emerging field, and there are serious competitions among countries that try to attract health tourists and keep them satisfied during their stay. This study aims to investigate the effect of perceived service quality, satisfaction, and trust of health tourists revisiting and reusing the hospitals and health centers in Mashhad. Data were collected using a questionnaire. Based on a judgmental sampling method, 206 people were selected from the international health tourists. Structural equation modeling was employed. Results confirmed there was a direct and positive relation between the perceived service quality and the customers’ satisfaction. Also, the hypothesis proved the positive effect of customers’ satisfaction on their trusting healthcare centers and their staff. Results also approved the effect of customers’ trust on their future decisions to return to the same places of treatments. Manuscript profile

Open Access Article

4 - The Impact of Co-branding Elements on Customers’ Satisfaction and Loyalty in Chain Restaurants in Tehran
Jafar Ahangaran رضا اصلاني

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and More

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and improve the status of restaurant management in Iran. This research surveyed the impact of co-branding elements on customers’ satisfaction and loyalty in chain restaurants in Tehran. This is an applied research. Data are qualitative. Methods of data collection are documentary and survey. The statistical population was chain restaurants in Tehran. Data were collected through 268 questionnaires with convenience sampling. The Kolmogorov-Smirnov test, Pearson correlation coefficient, confirmatory factor analysis, and structural equation modeling have been used for data analysis. Research conceptual model evaluation has been done through partial least square path analysis with PLS software. The results indicated the impact of 3 elements of co-branding strategy on customers’ satisfaction and loyalty. The elements are “Price advantage, rewards-based advertising, and support services.” Co-branding can be an effective marketing strategy for restaurant managers to increase their customers’ satisfaction, and to make a better policy to achieve their goals. Manuscript profile

Open Access Article

5 - Analyzing the Effective Factors Influencing the Satisfaction of Foreign and National Tourists of Bisotoun Tourism Complex

When discussing the level of tourists’ satisfaction in a specific destination, attention needs to be paid to indicators of satisfaction analysis. Providing needs and expectations of tourists guarantee a higher level of tourist attraction and development. The main questi More

When discussing the level of tourists’ satisfaction in a specific destination, attention needs to be paid to indicators of satisfaction analysis. Providing needs and expectations of tourists guarantee a higher level of tourist attraction and development. The main question of this study was, “What are the main factors which affect the level of tourists’ satisfaction in Bisotoun international tourist destination?” This research is applied, and the method is descriptive analysis. Data collection was based on field observations, library research, and using questionnaires. To analyze the data, descriptive and inferential statistics, including factor analysis method and independent T Test, have been used. Statistical population of this study included national and foreign visitors of Bisotoun international tourism complex. Since the number or the statistical population was unclear, using Cochran, the numbers of required samples were specified as 384 for each group of national and international tourists. The results of the study show that six factors affect tourists’ satisfaction: quality of the environment; quality of services; quality of the host community and their behavior toward tourists; prices of the services; quality of safety; and the quality of transportation services. Results also show that prices of the services, quality of the environment, and transportation services have the highest effect on the satisfaction of the national and international tourists. Manuscript profile

Open Access Article

6 - Stereotype imaginations influencing pilgrims’ social trust toward people of Mashhad
fateme eshaghi Mohammad مظلوم خراسانی ali akbar majdi

Analyzing and describing “pilgrims’ stereotype imaginations” and “social confidence of pilgrims toward people LIVING in Mashhad” are the two important components in relationships and social interactions of the guest-host. Data were gathered through surveying, using a qu More

Analyzing and describing “pilgrims’ stereotype imaginations” and “social confidence of pilgrims toward people LIVING in Mashhad” are the two important components in relationships and social interactions of the guest-host. Data were gathered through surveying, using a questionnaire. Statistical population included 310 pilgrims visiting the holy city of Mashhad. The results showed that pilgrims assume the people in Mashhad to be warm, sociable, kind, down to earth, hospitable, patient (positive stereotype imaginations) and to some extent religious and lawful (average or neutral level) and also profit-making, money lovers, stingy and mean, and unfair (negative stereotype imaginations). The level of pilgrims trust toward people in Mashhad was average. Using One-way Variable Analysis and Multiple Regression Methods, to check the hypotheses, showed that pilgrims’ stereotype imaginations had a positive meaningful relationship with the level of social confidence of people in Mashhad, and had the most effect among all measured variables. Other important, effective factors were ethnocentrism, satisfaction, social-economic status, gender, marital status, and ethnicity. Other variables that influenced stereotype imaginations of pilgrims included gender, place of residence, ethnicity, satisfaction, and ethnocentrism. Manuscript profile

Open Access Article

7 - The Impact of Management Commitment in Service Quality on Job Satisfaction of Employees in the Hotel Industry: The case of five-star hotels in Tabriz
jafar bahari Sadegh Salehi Marjan Bazleh

This research aimed to study the impact of management commitment, in service quality, on job satisfaction of employees in the hotel industry in five-star hotels of Eastern Azarbaijan province. The hotels included Pars Elgoli and Shahriar, and the study took place in the More

This research aimed to study the impact of management commitment, in service quality, on job satisfaction of employees in the hotel industry in five-star hotels of Eastern Azarbaijan province. The hotels included Pars Elgoli and Shahriar, and the study took place in the summer of 2016. Following simple random sampling, questionnaires were used for data collection. Participants were the employees of the five-star hotels in Tabriz City. This is an applied research; the data collection is descriptive, and it follows surveying. With the help of Structural Equation Modeling, the Smart PLS Software was used to analyze data. The results showed the management commitment, in service quality, including education, empowerment and rewarding, had a positive and significant effect on job satisfaction of employees. The results also showed that the reward had the largest path coefficient and that its impact on job satisfaction was higher than other variables. Manuscript profile

Open Access Article

8 - Social Capital and Loyalty of Pilgrims from Isfahan to Sarshur Neighborhood in Mashhad
neda eidgahian kaseb Mozhgan Azimi Hashemi

A tourist behavior in the destination forms as a meaningful behavior in the form of a social action, of which relationship with others is the most important element. Through the description and analysis of the type and frequency of tourist relationships, and social capi More

A tourist behavior in the destination forms as a meaningful behavior in the form of a social action, of which relationship with others is the most important element. Through the description and analysis of the type and frequency of tourist relationships, and social capital resulting from them, one can predict a tourist behavior, attachment, and loyalty to the destination. This study examined the effect of the relationship network among pilgrims from Isfahan in the host community on their loyalty to Sarshur neighborhood in Mashhad. This research followed the survey method. In 2016, 150 pilgrims from Isfahan were selected during the day of Arbaeen and the week following it. Results showed that the average size of the relationship network of Isfahan pilgrims in Sarshur neighborhood was 2.11 People (range: 0 to 9). The average of the general index of Isfahan pilgrims’ attachment to Sarshur neighborhood was 4.31 (range: 3.06 to 5) and the loyalty index was 4.43 (range: 1 to 5). The results of the model of structural equations by AMOS software showed that two causal ways used in this model can explain 80% of the loyalty variance of Isfahan pilgrims. The social capital of the relationship network among Isfahan pilgrims in this neighborhood increased their attachment. This attachment (through increased satisfaction) caused an increase in tourists’ loyalty. Manuscript profile

Open Access Article

9 - Sociological Analysis of Factors Influencing Destination Loyalty
طیبر ظیسبل

This paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model More

This paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model in this approach is the European Customer Satisfaction Index. Based on this model, variables influencing the loyalty of tourists to the host community are not just the service provided by the host community. Rather, loyalty is correlated to the image of the destination, and the related expectations of that image. The statistical population was the families and parents of the martyrs in Mashhad. The sample included 400 cases selected by stratified sampling. Based on regression coefficients, perceived value and perceived quality were factors that influenced trip satisfaction. The final model of path analysis showed perceived value and perceived quality influenced trip satisfaction. Perceived quality impacted life satisfaction both directly and indirectly. We considered this perceived value as a mediate variable. Perceived quality leads to a positive evaluation of travel achievement, and it increases trip satisfaction. Manuscript profile

Open Access Article

10 - Sociological Analysis of Factors Influencing Destination Loyalty
طیبر ظیسبل سميه عفتی

This paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model More

This paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model in this approach is the European Customer Satisfaction Index. Based on this model, variables influencing the loyalty of tourists to the host community are not just the service provided by the host community. Rather, loyalty is correlated to the image of the destination, and the related expectations of that image. The statistical population was the families and parents of the martyrs in Mashhad. The sample included 400 cases selected by stratified sampling. Based on regression coefficients, perceived value and perceived quality were factors that influenced trip satisfaction. The final model of path analysis showed perceived value and perceived quality influenced trip satisfaction. Perceived quality impacted life satisfaction both directly and indirectly. We considered this perceived value as a mediate variable. Perceived quality leads to a positive evaluation of travel achievement, and it increases trip satisfaction. Manuscript profile

Open Access Article

11 - Psychological Carrying Capacity and Lake Beach Management in Zayanderud Dam
Kamran Shayesteh Zahra Sheikhi Alireza Ildoromi

Psychological Carrying Capacity differs among people based on their culture, the characteristics of the study area, and psychological and social factors. Congestion is the most direct physical and psychological indicator of the increasing number of tourists and is in a More

Psychological Carrying Capacity differs among people based on their culture, the characteristics of the study area, and psychological and social factors. Congestion is the most direct physical and psychological indicator of the increasing number of tourists and is in a close connection with Psychological Carrying Capacity. This study investigated the Psychological Carrying Capacity in the lake beach of Zayanderud Dam in Isfahan province. Visitors’ satisfaction level was coded and tested based on 16 parameters of the Likert spectrum in five scales, from -2 (Very Dissatisfied) to +2 (Very Satisfied). Safety in the area (86.4%) was the most satisfying parameter and the most dissatisfying parameter was the beach benches (54.4%). The Importance-Performance Matrix showed that except for the congestion, the beach benches, and the entrance fee, the importance for all parameters was upper than 90%, and among all, cleanliness (i.e. no litter) was the most important (100%). Perceived Sense of Crowding and Social Norm Curve (based on ICT technology) were used to define 3797 visitors and the acceptable thresholds between 1370 and 8375. To the question of how the crowd affected the visiting quality, over 50 percent of tourists responded that people’s presence increased their enjoyment of tourism activities. The results also showed that more than half of the visitors would pay an entrance fee if the fees were to conserve the beach area. Manuscript profile

Open Access Article

12 - Investigating the Effect of Smart Tourism Technologies’ Select Factors on the Satisfaction of Using Technology in Travel: A Case Study of Yazd Visitors
Hashem Reisi amirreza konjkav monfared elahe hosseini

10.52547/journalitor.35654.10.20.21

Emerged out of recent advances and the development of information technology, smart tourism provides modern modes of communication, novel ways of collecting information, and new opportunities for value creation and management. Therefore, this study sought to investigate More

Emerged out of recent advances and the development of information technology, smart tourism provides modern modes of communication, novel ways of collecting information, and new opportunities for value creation and management. Therefore, this study sought to investigate the influence of the technologies used in smart tourism on tourists’ satisfaction with using technology in their travels. The study's statistical population comprised domestic tourists who visited Yazd city in Iran, out of whom 240 individuals were selected via convenient sampling. The required data were collected by administering the 16-item questionnaire proposed by Yoo et al. (2017) and Huang et al. (2017). Moreover, the questionnaire’s technical characteristics were examined in terms of validity (structure and content) and reliability (Cronbach's alpha) to secure the accuracy of the research results. The research hypotheses were also tested based on the partial least squares method using the structural equation modeling and Smart PLS 3 software. The study’s results indicated that all three hypotheses were confirmed, as their t-statistic value was over 1.96. Furthermore, it was found that the highest impact factor belonged to informing aspect of smart tourism technologies, suggesting that offering information, interaction, and accessibility had a significant positive effect on the satisfaction of using technology in travel. It can therefore be argued that satisfaction with the use of technology in travel generates profits for tourism companies, leading to the loyalty of tourists to a particular destination. Manuscript profile

Open Access Article

13 - The Effect of Self and Social Congruity on Tourists’ Satisfaction, Experience and WOM in Kish
Mohesn Akbari Sayed Hassan Ale Taha Mohammad Hataminejad

Since tourism services cannot be evaluated before the visit, it is essential to note the word-of-mouth communication in attracting tourists. The sensitivity of the tourism industry and the significance of tourists’ behaviors urge decision-makers to pay more attention to More

Since tourism services cannot be evaluated before the visit, it is essential to note the word-of-mouth communication in attracting tourists. The sensitivity of the tourism industry and the significance of tourists’ behaviors urge decision-makers to pay more attention to how social congruity with the brand image can create a positive image of a region. This paper studied the effect of self and ideal self-congruence on the experience and satisfaction of tourists in Kish. It also investigated the impact of tourists’ experience and satisfaction on their word-of-mouth communications. As a descriptive survey, the statistical population was the tourists in Kish, who visited the place during the summer and fall of 1397. With a sample size of 388 tourists, a questionnaire was used to collect the data. Both validity and reliability were confirmed. Structural equation modeling and partial least squares technique (Smart-PLS 2) were used to analyze the data. Findings showed that when the real and ideal self of tourists were congruent with the real and ideal image of the destination, it led to their satisfaction. Also, the experience and satisfaction of tourists would lead to word-of-mouth communications among tourists. Manuscript profile

Open Access Article

14 - Investigating the Effect of Organizational Citizenship Behavior on Service Quality, and Customers' Satisfaction and Loyalty in the Hotel Industry: A Case Study of Mazandaran Province’s Parsian International Hotels
jafar bahari mehdi karoubi Shahla Bahari

10.52547/journalitor.35756.10.20.157

This study sought to investigate the effect of organizational citizenship behavior on service quality offered to and the satisfaction and loyalty of customers in the hotel industry, selecting the Parsian International Hotels in Mazandaran province, including the Parsian More

This study sought to investigate the effect of organizational citizenship behavior on service quality offered to and the satisfaction and loyalty of customers in the hotel industry, selecting the Parsian International Hotels in Mazandaran province, including the Parsian Azadi Hotel in Ramsar, Iran (four-star) and the Parsian Azadi Khazar Hotel in Namakabroud, Chaloos, Iran (five-star) as the cases of the study, which was conducted in summer 2017. The study is regarded as applied in terms of purpose, descriptive in terms of research method, and survey in terms of data collection method, using Structural Equation Modeling and the Smart PKS Software to analyze the collected data. The study’s statistical population comprised all employees and visitors of Persian International Hotels in Mazandaran province, out of which the sample size was selected via random sampling and the Cochran. Moreover, a standard questionnaire was administered to collect the required data, whose reliability was measured using Cronbach's alpha. The study’s results indicated that organizational citizenship behavior had a significant positive influence on service quality offered to and the satisfaction and loyalty of the customers. It was also found that the customers’ satisfaction had a significant positive effect on their loyalty and that the customers’ satisfaction had the greatest path coefficient value, exerting the highest influence on the customers’ loyalty compared to other variables. Finally, necessary recommendations were offered based on the results of the data analysis. Manuscript profile

Open Access Article

15 - The Impact of Crowding on Tourist Satisfaction in Urban Destinations: A Case Study of Tabriz Bazaar
Abolfazl Haghverdizadeh Naser Sanoubar Akbar Ghasemi Saeedeh Khani

"As tourist satisfaction plays a significant role in the economic prosperity of tourism industry, researchers are seeking to identify the various influential factors in that regard. While the findings of some studies indicate a negative impact of overcrowding on visitor More

"As tourist satisfaction plays a significant role in the economic prosperity of tourism industry, researchers are seeking to identify the various influential factors in that regard. While the findings of some studies indicate a negative impact of overcrowding on visitors satisfaction, other studies suggest that the collective sense may affect the directionality of overcrowding effect. This study, therefore, sought to examine the effect of overcrowding on the satisfaction of visitors with the intervening role of the collective sense. Applying a descriptive-quantitative method based on library and field studies, the required data for the study were collected through surveying 384 visitors of the historical Tabriz Bazaar who visited there from March to April 2018. Moreover, structural equations and SMART PLS software were used for analyzing the collected data. The findings of the study indicated that overcrowding had a positive impact on the perception of the collective sense. Furthermore, although many visitors found overcrowding unpleasant, such factors as the joy of being together, the feeling of sympathy with other people, and the opportunity to establish widespread social communications with other tourists made the collective sense act as an intervening variable, ending in the visitors’ satisfaction. The results of this study could be used in planning the development of tourism and preparing touring packages, especially for rare tourist destinations. " Manuscript profile

Open Access Article

16 - Designing a model to control deviant behavior among hotel staff with respect to perceived organizational support, burnout and job satisfaction
Shahed Zandipak Rabeah Zandipak*

10.52547/journalitor.36038.10.20.275

Perceived organizational support, burnout, and job satisfaction are variables that can be effective in predicting the extent of deviant behaviors in the organization. The aim of this study was to investigate the role of perceived organizational support and burnout on de More

Perceived organizational support, burnout, and job satisfaction are variables that can be effective in predicting the extent of deviant behaviors in the organization. The aim of this study was to investigate the role of perceived organizational support and burnout on deviant behavior mediated by job satisfaction. The present study is applied in terms of purpose, descriptive-survey in terms of nature and method. To test the hypotheses, a questionnaire consisting of 21 questions arranged according to the Likert 7-choice spectrum was used. The statistical population of the study includes the staff of three, four and five star hotels in Mashhad with more than 1000 people; The sample size was 278 people, which was selected based on Krejcie and Morgan table by relative stratification method and Cronbach's alpha coefficient was calculated using Spss software and confirmatory factor analysis was used to evaluate the validity of the structure using Lisrel software. In order to analyze the findings, the path analysis model was used and to analyze the mediating variable, the Sobel test was used. The results showed that perceived organizational support and burnout can have a significant direct and indirect effect on deviant behavior. To investigate the role of the mediator variable, the Sabel test method was used, which showed that job satisfaction plays the role of the mediator variable in the relationship between other variables. Manuscript profile

Open Access Article

17 - Investigating the Moderating Role of Cultural Homogeneity in the Relationship between Internal Marketing and Employee Satisfaction among Tourism staff in Iraq, Turkey, and Western Iran,
Fakhrodin Maroofi Seyed Farhad Hosseini

10.52547/journalitor.36041.9.17.0

The role of internal marketing in employee satisfaction has been empirically investigated in more than 200 researches so far. However, few studies have addressed the role of employees in cultural backgrounds. Taking this literature gap into consideration, this descripti More

The role of internal marketing in employee satisfaction has been empirically investigated in more than 200 researches so far. However, few studies have addressed the role of employees in cultural backgrounds. Taking this literature gap into consideration, this descriptive survey study sought to survey the moderating effect of cultural homogeneity on the relationship between internal marketing and employee satisfaction in the workplace. The study's statistical population comprised the Iranian, Iraqi, Turkish, and Kurdish tourism employees, out of which 338 staff were selected via the available sampling method. The required data were collected through library research and questionnaires. Confirmatory factor analysis and structural equation modeling were used to analyze the collected data. The results of the study indicated that there was a positive correlation between internal marketing and employee satisfaction (0.53). Moreover, the study's practical and theoretical findings confirmed that cultural homogeneity could further enhance internal marketing and employee satisfaction (0.678). Manuscript profile

Open Access Article

18 - Investigating the Influence of Human Resources Management Activities on Customer Loyalty in the Hoteling Industry Using a Multilevel Approach
zahra Nikkhah-Farkhani Mohammad shaykhzade

10.52547/journalitor.36121.11.21.1

Considering the fact that customer loyalty is regarded as one of the most important concerns of hotel managers, this study sought to investigate the influence of human resources management activities on customer loyalty using a multi-level approach. The statistical popu More

Considering the fact that customer loyalty is regarded as one of the most important concerns of hotel managers, this study sought to investigate the influence of human resources management activities on customer loyalty using a multi-level approach. The statistical population of the study comprised of managers, staff, and customers of four-star and five-star hotels in Mashhad. Moreover, the statistical sample size of the research at the organization level consisted of thirty-four, one-hundred and forty, two-hundred and forty managers, staff, and customers at organizational, staff, and customer levels, respectively. On the other hand, Sam’s 12-item questionnaire (2008) and the 17-item questionnaire developed by Al-Rafiei et al. (2013) were used to measure the human resources management activities and the staff’s satisfaction and loyalty, respectively, whose validity and reliability was tested using the Content validity method and Cronbach's alpha, respectively. Finally, HLM 7.02 and the SPSS software were used to analyse the collected data. The results proved the positive influence of human resources management activities on the staff’s satisfaction and loyalty, and in turn, on the satisfaction and loyalty of the customers. Therefore, it could be argued that hotel managers can increase the loyalty of their customers by emphasizing human resource management activities and improving their staff’s satisfaction and loyalty, which would increase the profitability of hotels in the long term by reducing marketing costs. Manuscript profile

Open Access Article

19 - Investigating the Relationship between Service Quality and Customer's Satisfaction, Loyalty, and Trust: A Case Study of Tehran's Enghelab and Laleh Hotels
jafar bahari Shahla Bahari

10.52547/journalitor.36165.9.18.0

Today's business environment requires organizations to find new strategies to compete with their rivals. Therefore, maintaining customer satisfaction and loyalty is an important goal to achieve by organizations. In a world where competition among companies is constantly More

Today's business environment requires organizations to find new strategies to compete with their rivals. Therefore, maintaining customer satisfaction and loyalty is an important goal to achieve by organizations. In a world where competition among companies is constantly increasing, the immediate solution to achieve a sustainable competitive advantage is to improve the quality of services, which in turn leads to customer satisfaction. Many organizations have recognized that customer satisfaction can bring about their long-term success, and the entities involved in the tourism industry, especially the hotels, are no exception. Furthermore, many studies conducted in various industries have shown that providing quality services is a key factor in building customer loyalty. In other words, offering superior services to customers leads to customer satisfaction, which is necessary to establish customer loyalty. This functional survey study set out to investigate the relationship between service quality and customer satisfaction, loyalty, and trust in the Enghelab and Laleh hotels in Tehran city. To collect the required data, some questionnaires were administered to the hotels' guests who were selected via the available non-random sampling method. The data were then analyzed via structural equation modeling using SMART PLS software. The results showed that service quality had a significant positive effect on customer satisfaction, trust, and loyalty. It was also found that customer satisfaction had a significant positive effect on customer's trust and loyalty. The impact of customer's trust on customer's loyalty was also proved to be positive and significant. Manuscript profile

Open Access Article

20 - Perceived Authenticity, Satisfaction, Revisiting, Cultural Heritage Tourism, Kourd House, Sanandaj
akbar pourfaraj sasan ahmadi

10.61186/journalitor.36228.11.24.1

While many scholars believe that tourists take the trouble to visit authentic destinations away from their place of residence, few studies have so far been conducted in this regard. Therefore, this study sought to investigate the role of perceived authenticity on touris More

While many scholars believe that tourists take the trouble to visit authentic destinations away from their place of residence, few studies have so far been conducted in this regard. Therefore, this study sought to investigate the role of perceived authenticity on tourists' satisfaction and revisiting intention. To this end, perceived authenticity was divided into objective, structural, and existential categories based on the analysis of the related literature review. Moreover, the study was conducted in the Kourd House Ethnology Museum of Sanandaj. On the other hand, to collect the required data, a valid questionnaire was administered to 224 tourists who visited the place. Finally, the collected data were analyzed through SPSS20 software using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that objective, structural, and existential authenticity positively influenced tourists’ satisfaction. However, it was merely the objective and existential authenticity that exerted a positive effect on the tourists’ intention to revisit the place. Moreover, tourists’ satisfaction was also found to have a positive influence on their revisiting intention. Manuscript profile

Open Access Article

21 - Identifying Effective Factors in Tourists' Satisfaction of and Tendency to Purchase from Mashhad's Shopping Centers
sara parsapour Hadi Rafiei Darani

10.52547/journalitor.36275.10.19.166

Purchasing is a new type of tourism that is considered as one of the main activities of tourists. This study sought to investigate the effect of shopping centers' features, traveling options, and the tourist destination's economic and social characteristics on tourists’ More

Purchasing is a new type of tourism that is considered as one of the main activities of tourists. This study sought to investigate the effect of shopping centers' features, traveling options, and the tourist destination's economic and social characteristics on tourists’ satisfaction of and tendency to purchase from shopping centers with an emphasis on comparing tourists and pilgrims visiting Mashhad's traditional and modern shopping centers (Bazaar Reza and Almas-e-Sharq). To this end, 404 questionnaires were administered during the summer of 2019, using multiple logit analyses to identify the relevant factors. The study's results indicated that variables such as background information concerning the shopping center, the number of family members accompanying a person in travel, seller`s appropriate treatment, the existence of parking lots, quality of the product, marital status, geographical location, income, and product variety had a significant effect on tourists' tendency to purchase from shopping centers. Therefore, to increase the tourists' satisfaction of and willingness to purchase from shopping centers, the following steps are recommended to be taken: constructing shopping centers in places that are easier to access for the tourists; Exercising stricter supervision on prices of different products and services; equipping the shopping centers with parking lots that are capacious enough, and providing the shopping centers with diverse various goods and services. Manuscript profile

Open Access Article

22 - Investigating the effect of psychological capital on organizational resilience during the outbreak of Covid-19 (Case study: Mashhad hotels)
davood ghorbanzadeh Javad Agha mohammadi

10.52547/journalitor.36276.10.19.167

The tourism industry has long been recognized as one of the most vulnerable industries to crises. Among the various sectors active in the tourism context, the hotel sector has been most affected by declining travel and accommodation rates during the Covid-19 pandemic. T More

The tourism industry has long been recognized as one of the most vulnerable industries to crises. Among the various sectors active in the tourism context, the hotel sector has been most affected by declining travel and accommodation rates during the Covid-19 pandemic. To this end, in order to reduce the destructive effects of crises on the hotel sector, the literature introduces the concept of resilience. Therefore, the present study investigates the effect of psychological capital of hotel owners and managers on organizational resilience during the outbreak of Covid-19. The present research, in terms of practical purpose, the method of collecting data is survey data and considering the relationship between variables, correlation with emphasis on structural equation modeling. To understand the relationships of the conceptual model, this study collected data using a questionnaire that was distributed among 157 owners and managers of hotel and apartment hotels in Mashhad in a convenience method. The results of testing hypotheses using SPSS and SmartPLS 3.0 software indicate that the psychological capital of owners/managers of hotel can instil hope and optimism in the employees too and can help them to accept the reality and prepare for future contingencies. It also highlights the impact of owners/manager's life satisfaction on organizational resilience relationship stating that the levels of life satisfaction of owners and managers of hotel significantly influence the process of recovery of the business. This means that despite of adversities, resilient owners and managers would make efforts to get over the negativities of COVID-19 and try to get back to normal. Manuscript profile

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