Extraction of cognitive structure of Iranian senior tourists towards Lodging: Means-End Chain approach

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Saeida Saeid; PEZESHKI NAJAFABADI FERESHTEH; ALHOSSEINI ALMODARRESI SEYED MAHDI; HOSSEINI FARIDEH ALSADAT

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Journal: Tourism Management Studies Year:2020 | Volume:14 | Issue:48 Page(s): 179-210

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Title

Extraction of cognitive structure of Iranian senior tourists towards Lodging: Means-End Chain approach

Author(s)

Saeida Saeid | PEZESHKI NAJAFABADI FERESHTEH | ALHOSSEINI ALMODARRESI SEYED MAHDI | HOSSEINI FARIDEH ALSADAT | Issue Writer Certificate

Keywords

Cognitive StructureQ1

Iranian Senior TouristsQ1

LodgingQ1

Means-End Chain (MEC)Q1

Laddering TechniqueQ1

Abstract

The emerging market of senior tourism in Iran requires fundamental studies in various dimensions, including the behavior of senior tourists. The cognitive system of individuals is an internal factor affecting consumer behavior. The purpose of this study was to extract the Cognitive Structure of Iranian Senior Tourists (ISTs) towards the accommodation as one of the important elements in the development of Iranian senior tourism. In other words, for the first time, this study presents the Cognitive Structure toward accommodation at more abstract levels of features, using the means-end chain (MEC) approach. Using Laddering Technique and in-depth interview with 30 senior citizens of Shiraz, the Hierarchical Value Map of ISTs was created, as a result of which six key MECs were identified. Thus, 11 accommodation characteristics, 9 outcomes and 3 dominant values that the ISTs wish to realize were identified. The attributes of cleanliness, location of accommodation, security and price, the consequences of maintaining health, good feeling and peace of mind, and the values of security and positive emotions were most frequently cited by senior tourists. Due to the lack of qualitative studies in the field of the behavior of ISTs, the findings of this study can be used as a key basis for segmenting the senior tourist market and formulating accommodation placement strategies in Iran.

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APA: Copy

Saeida, Saeid, PEZESHKI NAJAFABADI, FERESHTEH, ALHOSSEINI ALMODARRESI, SEYED MAHDI, & HOSSEINI, FARIDEH ALSADAT. (2020). Extraction of cognitive structure of Iranian senior tourists towards Lodging: Means-End Chain approach. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 14(48 ), 179-210. SID. https://sid.ir/paper/379739/en

Vancouver: Copy

Saeida Saeid, PEZESHKI NAJAFABADI FERESHTEH, ALHOSSEINI ALMODARRESI SEYED MAHDI, HOSSEINI FARIDEH ALSADAT. Extraction of cognitive structure of Iranian senior tourists towards Lodging: Means-End Chain approach. TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2020;14(48 ):179-210. Available from: https://sid.ir/paper/379739/en

IEEE: Copy

Saeid Saeida, FERESHTEH PEZESHKI NAJAFABADI, SEYED MAHDI ALHOSSEINI ALMODARRESI, and FARIDEH ALSADAT HOSSEINI, “Extraction of cognitive structure of Iranian senior tourists towards Lodging: Means-End Chain approach,” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 14, no. 48 , pp. 179–210, 2020, [Online]. Available: https://sid.ir/paper/379739/en

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