Evaluating the Factor Affecting on the Loyalty to Visiting Rasht as a Tourism Destination

جغرافیا و توسعه فضای شهری

Volume 11, Issue 4, March 2025, Pages 93-112   

Document Type: Scientific-Research

DOI: 10.22067/jgusd.2023.80329.1281

Authors

Hassan Ahmadi¹; Mehrdad Mehrjou^{* 2}

¹Professor, Department of Urban Planning, Faculty of Art and Architecture, University of Guilan

²Ph.D student of Urban Planning, Faculty of Architecture and Art, University of Guilan

Abstract

Extended Abstract
1. Introduction
Cai, Cohen and Tribe (2019) believe that motivation plays a significant role in predicting consumers’ behavior in tourism marketing. Previous studies have proved that tourists’ motivational state exert a significant impact on their tendencies and consuming behavior. Previous studies have focused on and shown the significance of identifying tourist loyalty and the factors affecting it. However, they suffered limitations and gaps that were dealt with in this study. Among these limitations and gaps is examining a wide range of tourism centers instead of a specific place in Rasht city. Despite the availability of many resources that may enhance attracting tourists visiting Rasht, not much attention has been paid to the development of this city. The abundant resources of this city can attract a high percentage of the tourism demand to itself. A tourist who is satisfied with the experience of traveling to Rasht and has a good feeling about it, will probably travel again and do word-of-mouth advertising about the city. The tourist loyalty is considered the fundamental principle and a significant factor of competitive advantage and success in the tourism market. Tourism service providers in Rasht should pay attention to tourism loyalty derived from tourists’ satisfaction and motivation. Moreover, focusing on the tourists’ loyalty to Rasht will decrease pressure of the presence of too many tourists in this city. Considering the mentioned issues, this study tried to evaluate the impacts of tourists' motivation and satisfaction on destination loyalty. In this regard, it was tried to see: Is there a significant relationship between pull and push motivation with tourist satisfaction? Is there a significant relationship between tourist satisfaction and destination loyalty? Is there a significant relationship between push and pull motivations and destination loyalty?
2. Method
This survey used Structural Equation Model (SEM). The statistical population consists of the domestic tourists visiting Rasht city. The size of sample was determined to be 386 people using Cochran's formula. Cluster sampling and Likert scale questionnaire (having 5 points from strongly agree to strongly disagree) were used to collect the required data. Structural Equation Modeling technique with partial least squares approach and LISRE software were used. To fit the model, the explained variance was used. The rate of explained variance index, more than 0.25, 0.5 and 0.75, respectively, indicates the low, medium, and significant ability of changes. To measure reliability, factor loading coefficients were measured and items whose factor loading was less than 0.7 were removed. Composite reliability coefficient (more than 0.8) and Cronbach's alpha reliability coefficient (more than 0.7), and average variance extracted (at least 0.5) were used for the questionnaires.
3. Results
The results of exploratory factor analysis indicated that for each of the factors at least two significant loads were loaded for eight factors of push travel motivation and ten factors of pull travel motivation. The results of the proposed model indicated that destination managers should consider external factors affecting pull motivations. These could be improving satisfaction with the travel experience, enhancing the attractions and activities of destination, and paying attention to the impact of push motivations and a positive relationship with destination loyalty. The aim is to increase the competitiveness of the city. Such internal factors of tourists' motivation as revisiting destinations and recommending to others impacts destination loyalty. Therefore, the of this city should pay more attention on the emotional feelings of tourists to increase destination loyalty. It is assumed that if tourists are satisfied with the traveling experience, they will be willing to revisit the destinations and recommend them to others. The empirical evidence indicated that there is a significant relationship between the two indicators of satisfaction and destination loyalty. Moreover, satisfaction was identified as an intermediary indicator between destination loyalty and push and pull travel motivations.
4. Discussion and Conclusion
The results of this study are in line with the results of Su et al. (2020). They found that motivation leads to tourist satisfaction and exerts a significant impact on the travelers’ interaction, experience, and destination image. Moreover, the results confirm the findings of Bayih and Singh (2020). They consider both push and pull motivations as significant predictors of overall satisfaction. Additionally, the results are in line with the results of Ramseook-Munhurrun et al. (2015).
Consequently, the managers of this city should enhance tourists’ satisfaction to create positive tourist behavior after purchasing in order to establish and improve destination competitiveness. Moreover, due to the causal relationship between destination loyalty and tourist motivation and satisfaction (push/pull motivation), destination loyalty can be determined. This study confirmed the significant relationship between push/pull motivations and destination loyalty. This finding suggests that destination managers should invest more in their tourism destination resources in order to increase desirable experiences.
There are some limitations that can be considered in future studies. The model was examined in Rasht city. It is suggested to generalizing the research model to the destinations with different features. This may make the ground for evaluating the level and direction of tourists’ motivation, since visitors connect satisfaction with destination loyalty. Using the research model applied in this study in other studies will produce more reliable and valid indicators, the end result of which would be a stronger and more stable model.
 
 

Keywords

Keywords: Pull and Push motivations; Motivation Satisfaction; Tourist Satisfaction; Destination Loyalty; Rasht

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