Planning sports tourism destination with the approach of strengthening tourists' loyalty to the destination (case study: Neor Ardabil protected area)

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Jahan Daryoosh; Haghi Yagoob; Moieni Nasab Mohsen; Tilgooy Bege Jan Fateme

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Journal Paper

Paper Information

Journal: JOURNAL OF ECONOMIC GEOGRAPHY RESEARCH Year:2024 | Volume:5 | Issue:15 Page(s): 54-66

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Information Journal Paper

Title

Planning sports tourism destination with the approach of strengthening tourists' loyalty to the destination (case study: Neor Ardabil protected area)

Author(s)

Jahan Daryoosh | Haghi Yagoob | Moieni Nasab Mohsen | Tilgooy Bege Jan Fateme | Issue Writer Certificate

Keywords

A picture of destination

Tourism

loyalty behavior

and attitude

NEOR

Abstract

The value of an active sports tourist lies directly in the co-creation of his experience with the event and the destination. This study examines the impact of sport tourists' travel on the creation of a shared event experience by examining whether they affect event and/or destination loyalty in the Neor region. Understanding these interrelationships is essential, as the loyalty of active sports tourists can help achieve a competitive advantage for event and destination service providers. The current type of research is applied in terms of purpose and descriptive-analytical in terms of data collection. Data collection has been done in two forms - library and field. The research tool is a questionnaire made by the researcher and closed in the form of questions. In this research, the statistical population of this research was all the tourists who had traveled to Neor from other cities and were present in the tourist area of Neor. The direct and indirect effects of sports tourism in the Neor region on strengthening the loyalty of tourists through structural equations and Lisrel software. The results showed that sports tourism with an impact factor of 0.76 was effective on the approach of strengthening the loyalty of tourists to the destination in the Neor region, and based on the thirteen dimensions of the loyalty of tourists to the destination, the dimensions of "how the staff of the tourism complex behaves"; "quality of interaction with tourists"; "Variety of tourist attractions" has the most influence, and also the dimension of "creativity in the destination" has the least influence on the loyalty of tourists to the Neor region, according to tourists.

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