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Information Journal Paper

Title

Investigating the level of tourists' satisfaction with Iran tourism experience and the effect of destination brand loyalty on their satisfaction: a quantitative study in Iran

Pages

  329-346

Abstract

 The main purpose of this article is to investigate the satisfaction of tourists regarding the acceptability of Iran tourism and the Brand Loyalty of the tourism destination. The data required for this research was collected by a simple random sampling method from foreign tourists in Bandar Abbas and using a questionnaire. Due to the fact that the size of the population is unknown, Cochran's formula was used to determine the sample size, and the number was 385. The samples were collected from various tourist centers through a questionnaire. The research is applied in terms of objectives and quantitative and survey in nature. Data collection was done in library and field. Data collection tools include researcher-made questionnaires from semi-structured interviews. The data analysis method was descriptive statistics and t-statistics in spss software and structural equation model in PLS software. The obtained results indicate that the tourists were satisfied with the experience of visiting Iran and also that the place of residence, the general attitude of the people, urban furniture, compliance with driving rules and regulations, respect for the rights of others, the cleanliness of the tourist destination city, quality infrastructure, security Jani, tourism attractions, shopping facilities, having an advantage over other regions, have a significant effect on the acceptability of Iran's position among countries and loyalty to the brand of Iran as a tourist destination (P < 0.001).

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