The impact of tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists (Case Study: Yazd City)

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Karoubi Mehdi

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Journal: TOURISM AND DEVELOPMENT Year:2020 | Volume:8 | Issue:4 Page(s): 23-37

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Information Journal Paper

Title

The impact of tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists (Case Study: Yazd City)

Author(s)

Karoubi Mehdi | Issue Writer Certificate

Keywords

Tourism brandQ1

Tourism LoyaltyQ1

Tourism SatisfactionQ1

Abstract

The purpose of this study was to investigate the effect of Tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists. The research is considered as a descriptive-survey method in terms of the purpose of the research. The statistical population of all domestic tourists was male and female visitors from Yazd city, given the unlimited research community, Using Cochran's formula, and 384 tourists were considered as the statistical sample of the study. Data collection tool consisted of 30 questions and four subscales of Brand Knowledge (7 items), Brand Identity (8 items), Brand Satisfaction (10 items), and Brand Loyalty (5 items). Face and content validity based on expert opinion and research tools (11) was approved. Cronbach's alpha coefficient was used to determine the reliability. Based on the findings of the research model, brand identity has a significant effect on brand satisfaction (0. 93). It also has a significant impact on brand loyalty brand knowledge (54/0). According to the findings of the research model, brand identity can increase brand loyalty through brand satisfaction in Yazd's tourist places. Finally, due to the climatic conditions of the province, including the potential of solar energy capacity and desert which can be used as a unique brand in this region compared to other potential be introduced.

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APA: Copy

Karoubi, Mehdi. (2020). The impact of tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists (Case Study: Yazd City). TOURISM AND DEVELOPMENT, 8(4 ), 23-37. SID. https://sid.ir/paper/368687/en

Vancouver: Copy

Karoubi Mehdi. The impact of tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists (Case Study: Yazd City). TOURISM AND DEVELOPMENT[Internet]. 2020;8(4 ):23-37. Available from: https://sid.ir/paper/368687/en

IEEE: Copy

Mehdi Karoubi, “The impact of tourism brand of Yazd city on the satisfaction and loyalty of domestic tourists (Case Study: Yazd City),” TOURISM AND DEVELOPMENT, vol. 8, no. 4 , pp. 23–37, 2020, [Online]. Available: https://sid.ir/paper/368687/en

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