Purpose- Aim of this study was to interpret the effect of perceived quality and perceived value on tourists’ loyalty by the mediation of satisfaction and destination image in the three tourism target villages of Yazd province (located in central Iran). Design/methodology/approach- Present study is applied research regarding the objective and the type of research is a descriptive correlation. The population of the study consists of all incoming tourists to three tourism villages of Yazd province (Kharanagh, Saryazd, and Sadeghabad). Participants were 200 visitors to three villages of Yazd province that were selected using the convenience sampling method. They all completed the perceived quality, perceived value, satisfaction, destination image, and loyalty scales in a questionnaire. Data were analyzed using the path analysis model (LISREL software). Findings- The study shows that there is a positive and significant relation between tourists’ loyalty and perceived quality, between tourists’ loyalty and perceived value, between tourists’ loyalty and destination image, and between tourists’ loyalty and satisfaction. Moreover, perceived quality and perceived value have a direct, significant effect on tourists' loyalty. Perceived quality by the mediation of destination image has an indirect effect on tourists 'loyalty; perceived quality by the mediation of satisfaction has an indirect and meaningful effect on tourists 'loyalty; perceived value by the mediation of destination image has an indirect effect on tourists' loyalty; perceived value by the mediation of satisfaction has an indirect and meaningful effect on tourists' loyalty.
Abbasi, A., Rostampur Rashidi, N. & Baziae Hamza Khani, I. (2017). Forming loyalty to Destination with destination experience, destination image and destination satisfaction. Scientific Journal of Commercial Management Exploration, 9 (17), 175-196. DOI: 29252/BAR.9.17.175
Akama, J. , & Kieti, D. M. (2003). Measuring Tourist satisfaction with Kenya’s wildlife Safari: A case study of Tsavo West National Park. Journal of Tourism Management, 24(1), 73-81. https://doi.org/10.1016/S0261-5177(02)00044-4.
Akbarian Ronizi, S., & Ramezanzade lasbuee, S. (2015). host community cultural Intelligence and rural tourism development. Case study Rudbar ghasran region (Shemiranat city). The quarterly periodical of urban - regional geography and spatial planning, 16, 201-212.http://ensani.ir/file/download/article/20160405114734-9834-129.pdf
Akroush, M.N., Jraisat, L.E., Kurdieh, D.J., AL-Faouri, R. N., & Qatu, L.T. (2016). Tourism service quality and destination loyalty: the mediating role of destination image from international tourists’ perspectives. Tourism Review, 7(1), 18-44. DOI: 1108/TR-11-2014-0057
Armario, E. (2008). Tourist Satisfaction: An Analysis of its antecedents. en Asociación Española de Dirección y Economía de la Empresa International Conference, Spain, 367-382. http://hdl.handle.net/11441/18228
Backman, S. J., & Crompton, J. L. (1991). Differentiating between high, spurious, latent, and low loyalty participants in two leisure activities. Journal of Park and Recreation Administration, 9(2), 1-17. https://js.sagamorepub.com/jpra/article/view/1844/1802
Baloglu, S. (2001). An investigation of a loyalty typology and the multidestination loyalty of international travelers. Tourism Analysis, 6(1), 41-52. DOI: 10.3727/108354201108749737
Campón-Cerro, A., Hernández-Mogollón, J. M., & Alves, H. (2016). Sustainable improvement of competitiveness in rural tourism destinations: The quest for tourist loyalty in Spain, Journal of Destination Marketing & Management, 6(3), 252-266. https://doi.org/10.1016/j.jdmm.2016.04.005.
Cánoves, G., Herrera, L., &Blanco, A. (2005).Turism or uralen España: Unanálisis de laevoluciónenel contextoeuropeo [Rural tourism in Spain: An analysis of its evolutioninthe European context]. Cuadernos deGeografía, 77, 41–58. https://dialnet.unirioja.es/descarga/articulo/2091297.pdf
Chao, W. Z. (2005). Marketing tools as factors in destination image formation. (Unpublished master’s thesis). San Jose State University of USA.DOI: https://doi.org/10.31979/etd.fdmq-ww9n
Chen, C., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction, and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35. https://doi.org/10.1016/j.tourman.2009.02.008
Chen, C., Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions?, Tourism Management, 28 (4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007. (https://www.sciencedirect.com/science/article/pii/S0261517706001397)
Chi, C.G.Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636. http://dx.doi.org/10.1016/j. tourman.2007.06.007.
Chi, C.G.Q., Sun, X., & Xu, H. (2013). Developing Destination Loyalty: The Case of Hainan Island. Annals of Tourism Research, 43, 547-577. https://doi.org/10.1016/j.annals.2013.04.006.
Crompton, J. L. (1979). An Assessment of the Image of Mexico as a Vacation Destination and the Influence of Geographical Location Upon That Image. Journal of Travel Research, 17(4), 18–23. https://doi.org/10.1177/004728757901700404
Endah, P.E., Suharyono, N.U., & Andriani, K. (2017). Study on destination image, satisfaction, Trust and Behavioral Intention. Rjoas, 1(61), 148-159. DOI https://doi.org/10.18551/rjoas.2017-01.15
Forgas-Coll, S., Palau-Saumell, R., Sánchez-García, J., & Callarisa-Fiol, L. J. (2012). Urban destination loyalty drivers and cross-national moderator effects: The case of Barcelona. Tourism Management, 33(6), 1309-1320. https://doi.org/10.1016/j.tourman.2011.12.013
Gallarza, M., Saura, I.G., & García, H. (2002). Destination image: towards a conceptual framework. Annals of Tourism Research, 29, 56-78. https://doi.org/10.1016/S0160-7383(01)00031-7
Gomez, M., & Lopez, C., & Molina, A. (2015). A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management, 51, 210-222. https://doi.org/10.1016/j.tourman.2015.05.019
Griffin, T., & Edwards, D. (2013). Importance–performance analysis as a diagnostic tool for urban destination managers. Anatolia:An International Journal of Tourism and Hospitality Research, 23(1), 32-48. https://doi.org/10.1080/13032917.2011.653630
Hernández-Lobato, L., Solis-Radilla, M. M., Moliner-Tena, M. A., & Sánchez-García, J. (2006). Tourism destination image, satisfaction and loyalty: a study in Ixtapa-Zihuatanejo, Mexico. Tourism geographies, 8(4), 343-358. https://doi.org/10.1080/14616680600922039
Hernández-Mogollón, J. M., Campón-Cerro, A. M., & Baptista-Alves, H. M. (2011). The state of the art in research into rural tourism in Spain: an analysis from the perspective of marketing. Enlightening Tourism. A pathmaking journal, 1(1), 31-61. http://dx.doi.org/10.33776/et.v1i1.1018
Jafari, V., Najjarzadeh, M., & Kiyani Feyzabadi, Z. (2017). consideration of influencing factors on the particular value of the destination of a tourism destination (Case study: Savadkooh city). Journal of Tourism Planning and Development, 6 (20), 75-93. [In Persian] https://doi.org/10.22080/JTPD.2017.1488
Kazemi, A., Ghafari, M., Konjkavmonfared, A., & Taslimi, A. (2015). analyzing the sensing of belonging to tourism destinations on the satisfaction and loyalty of tourism (case study: foreign tourists visiting Isfahan). Journal of Tourism Planning and Development, 4 (12), 34-51. [In Persian] https://www.magiran.com/paper/1418487
Kiani Feizabadi, Z. (2016). The Influence of Destination Image and Destination Personality on Tourists ׳Attachment and Satisfaction (Case Study: Domestic Tourists Visiting Isfahan). Journal of Tourism Planning and Development, 5(16), 168-187. [In Persian] http://tourismpd.journals.umz.ac.ir/article_1240.html?lang=en
Kim, S. H., Holland, S., & Han, H. S. (2012). A structural model for examining how destination image, perceived value, and service quality affect destination loyalty: A case study of Orlando. International Journal of Tourism Research, 15(4), 313–328. http://dx.doi.org/10.1002/jtr.1877.
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269. https://doi.org/10.1177/004728750003800308
Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure Sciences, 31(3), 215- 236. https://doi.org/10.1080/01490400902837787
Lee, C., Wang, Y. C., Lu, S. C., Hsieh, Y. F., Chien, C. H., Tsai, S. B., & Dong, W. (2016). An empirical research on customer satisfaction study: a consideration of different levels of performance. SpringerPlus, 5(1), 1-9. https://springerplus.springeropen.com/articles/10.1186/s40064-016-3208-z
Mechinda, P., Serirat, S., & Gulid, N. (2009). An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists. Journal of vacation marketing, 15(2), 129-148. https://doi.org/10.1177%2F1356766708100820
Mechinda, P., Serirat, S., Anuwichanont, J., & Gulid, N. (2010). An examination of tourists loyalty towards medical tourism in Pattaya, Thailand. International Business & Economics Research Journal (IBER), 9(1). https://doi.org/10.19030/iber.v9i1.508
Min, K. S., Martin, D., & Jung, J. M. (2013). Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors. Journal of Business Research, 66(6), 759-764. https://doi.org/10.1016/j.jbusres.2011.09.015
Mingyan, D., & Seng, K. (2002). Research on customer value and hotel loyalty of customers. Journal of Beijing International Studies University, 1, 75-78. https://doi.org/10.2991/icse-15.2016.10
Mohamad, M., Ali, N. A. M., Ab Ghani, N. I., Halim, M. S. A., & Loganathan, N. (2015). Effects of the Malaysian Travel Destination Brand Image on Tourist Satisfaction and Destination Loyalty. American-Eurasian Journal of Agricultural & Environmental Sciences (JAES), 15, 61-72. https://doi.org/ 10.5829/ idosi.aejaes.2015.15.s.209
Moon, J. C. & Minor, M. S. (2009). Consumer behavior: internal and external factors. Translated by Abbas Saleh Ardestani and Mohammad Reza Saadi, second edition, Etihad and Jahane no Publication. https://www.adinehbook.com/gp/product/9645608910
Moon, K. S., Kim, M., K, Y. J., Connaughton, D. P., & Lee, J. H. (2011). The Influence of Consumer’s Event Quality Perception on Destination Image. Journal of Managing Service Quality, 21(3), 287-303. https://doi.org/10.1108/09604521111127974
Murphy, P., Pritchard, M., & Smith, B. (2000). The Destination Product and its Impact on Traveler Perceptions. Journal of Tourism Management, 21(1), 43-52. https://doi.org/10.1016/S0261-5177(99)00080-1
Ngoc Khuong, M., & My Duyen, H. T. (2017). The effects of destination image, perceived value, and service quality on tourist return intention through destination satisfaction — A study in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management, and Technology, 8(5), 401–408. https://doi.org/10.18178/ijimt.2017.8.5.761
Parvazi, M. (2016). Special analysis of the value of urban tourism brand. (Case study: Baneh city), Journal of Geography, 7 (1), 49-69. [In Persian] http://www.jgeoqeshm.ir/article_44950.html
Permatasari, Y. Y., Murwani, F. , & Suharto, S. M. (2017). Examining the Structural Relationships of Service Quality, Destination Image, Tourist Satisfaction, and Loyalty: An Integrated Approach. International Journal of Academic Research in Business and Social Sciences, 7(6), 367-378. https://doi.org/10.6007/IJARBSS/V7-I6/2990
Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(4), 397–407. https://doi.org/10.1177/0047287504263037 .
Petrick, J. F., Morais, D. D., & Norman, W. C. (2001). An Examination of the Determinants of Entertainment Vacationers’ Intentions to Revisit. Journal of Travel Research, 40(1), 41–48. https://doi.org/10.1177/004728750104000106
Prayag, G. (2009). Tourists’ evaluation of destination image, satisfaction, and the future behavioral intentions-the case of Mauritius. Journal of Travel and Tourism, 26(8), 836-853. https://doi.org/ 10.1080/10548400903358729
Prebezac, D., & Mikulic, J. (2008). Imidž Destinacije i Ključni Čimbenici Percipirane Atraktivnosti Destinacije. Tržište, 20(2), 163-178. https://hrcak.srce.hr/53067
Priporas, C.V., Stylos, N., Vedanthachari, L.N., & Santiwatana, P. (2017). Service quality, satisfaction, and customer loyalty in Airbnbaccommodation in Thailand. International Journal Tourism Research, 693–704. https://doi.org/10.1002/jtr.2141
Pritchard, M. P., & Howard, D. R. (1993). Measuring loyalty in travel services: A multi-dimensional approach. In the Proceeding of World Marketing Congress, Springer International Publishing, Cham, (pp. 120-124). https://doi.org/10.1007/978-3-319-17323-8_30
Puh, B. (2014). Destination image and tourism satisfaction: The case of a Mediterranean destination. Mediterranean Journal of Social Sciences, 5(13), 538. https://doi.org/10.5901/mjss.2014.v5n13p0538
Ramseook-Munhurrun, P., Seebaluck, V., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction, and loyalty: a case of Mauritius. Procedia - Social and Behavioral Sciences, 175, 252-259. https://doi.org/10.1016/j.sbspro.2015.01.1198
San Martín Gutiérrez, H., Collado Agudo, J., & Rodríguez del Bosque Rodríguez, I. A. (2008). El proceso global de satisfacción bajo múltiples estándares de comparación: el papel moderador de la familiaridad, la involucración y la interacción cliente-servicio. http://hdl.handle.net/10902/2924
Sánchez, J., Sánchez, M. I., & Bigné, J. E. (2001). Tourism image, evaluation variables and after purchase behavior: inter-relationship. Tourism Management, 22(6), 607-616. https://doi.org/10.1016/S0261-5177(01)00035-8
Shirkhodaie, M., Alizadeh Sani, M., Amoli Diva, F. (2016). Examining the Effect of Destination Image on Satisfaction and Behavioral Intentions in Health Tourism (Case Study: Lavij Spa). Journal of Tourism Planning and Development, 5(17), 128-145. [In Persian] http://tourismpd.journals.umz.ac.ir/article_1281.html?lang=en
Shirkhodaye, M., Alizadehsani, M., & Amolidiva, F. (2016). Examining the effect of destination image on satisfaction and behavioral intentions in health tourism (Case study: warm Spa of Lavij). Journal of tourism planning and development, 5 (17), 128-145. https://journals.atu.ac.ir/article_4116.html
Sojasi Ghidari, H., Sadeghlo, T., & Mahdavi, D. (2015). explanation of the role of environmental quality of rural tourism destinations for strengthening the mental image of tourists (case study: rural tourism destination villages of Rudabr). Journal of Space Planning, 19 (2), 61-88. [In Persian]http://hsmsp.modares.ac.ir/article-21-1414-fa.html
Statistical Center of Iran. (2011). Yazd ruralDistrict map. Tehran: SCI Publication [In Persian] https://amar.org.ir
Su, H.J., Cheng, K. F., & Huang, H.H. (2011). Empirical study of destination loyalty and its antecedent: The perspective of place attachment. The Service Industries Journal, 31(16), 2721–2739. http://dx.doi.org/10.1080/02642069.2010.511188.
Sunderland, M. (1998). Customer satisfaction and its consequences of customer behavior revisited. The Impact of different levels of satisfaction on word of mouth, feedback to the supplier, and loyalty. International Journal of Service Industry Management, 9, 169–188. https://doi.org/10.1108/09564239810210532
Tabatabayenasab, S. M., & Mahavarpur, F. (2017). structural modeling of effective factors on the reputation of tourism destination and its effect on the particular value of the destination brand (case study: Isfahan city). Journal of Urban Tourism, 4 (1), 71-86. [In Persian] https://doi.org/10.22059/JUT.2017.61998
Taheri Damaneh, M., Farmani, S., & Mostofolmamaleki, R. (2011). examining the challenges in the Shiraz tourism industry is related to the limitations of residential centers. Journal of Urban and regional Studies and Researches, 2 (8), 119-195. [In Persian]https://www.sid.ir/ en/journal/ ViewPaper.aspx? id=197933
Taheri, M., & Ansari, A. (2016). Impact of perceived perceptual value and sense of location on tourist’s loyalty (case study: Hamedan Province). Journal of Social Studies of Tourism, 4 (8), 155-180. [In Persian] https://www.sid.ir/en/journal/ViewPaper.aspx?id=595859
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413-425. https://doi.org/10.1177/0047287507299569
Teyu, H. (2004). Rural tourism in Taiwan: Motivation, expectations, and satisfaction, presented to the School of Graduate of the University of the Incarnate Word in Partial Fulfillment of the requirements, for the degree of Doctor of Philosophy.
Toudert, D., & Bringas-Rábago, N. L. (2016). Impact of the destination image on cruise repeater’s experience and intention at the visited port of call. Ocean & Coastal Management, 130, 239-249. https://doi.org/10.1016/j.ocecoaman.2016.06.018
Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of marketing research, 25(2), 204-212. https://doi.org/10.1177%2F002224378802500209
Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction, and intention. International Journal of Information Management, 30(6), 481-492. https://doi.org/10.1016/j.ijinfomgt.2010.03.005
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intention in an adventure tourism context. Annals of Tourism Research, 36(3), 413-438. https://doi.org/10.1016/j.annals.2009.02.002
Woodruff, R.B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153. https://doi.org/10.1007/BF02894350
Yoon, Y., & Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016.
Žabkar, V., Brenčič, M. M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism management, 31(4), 537-546. https://doi.org/10.1016/j.tourman.2009.06.005
Zeithaml V. (1988). Consumer Perception of Price quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 58-63. https://doi.org/10.1177/002224298805200302
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and control processes in the delivery of service quality. Journal of marketing, 52(2), 35-48. https://doi.org/10.1177%2F002224298805200203
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
Zeugner-Roth, K. P., & Žabkar, V. (2015). Bridging the gap between country and destination image: Assessing common facets and their predictive validity. Journal of Business Research, 68(9), 1844–1853. https://doi.org/10.1016/j.jbusres.2015.01.012
Asadi Zarch, M., Najjarzadeh, M., & Jafari, S. (2021). Interpret Influencing Factors on Revisit Intention to Rural Tourism Destinations in Yazd Province. Journal of Research and Rural Planning, 10(3), 61-80. doi: 10.22067/JRRP.V10I3.89623
MLA
Mohammad Reza Asadi Zarch; Mohammad Najjarzadeh; Sakineh Jafari. "Interpret Influencing Factors on Revisit Intention to Rural Tourism Destinations in Yazd Province", Journal of Research and Rural Planning, 10, 3, 2021, 61-80. doi: 10.22067/JRRP.V10I3.89623
HARVARD
Asadi Zarch, M., Najjarzadeh, M., Jafari, S. (2021). 'Interpret Influencing Factors on Revisit Intention to Rural Tourism Destinations in Yazd Province', Journal of Research and Rural Planning, 10(3), pp. 61-80. doi: 10.22067/JRRP.V10I3.89623
VANCOUVER
Asadi Zarch, M., Najjarzadeh, M., Jafari, S. Interpret Influencing Factors on Revisit Intention to Rural Tourism Destinations in Yazd Province. Journal of Research and Rural Planning, 2021; 10(3): 61-80. doi: 10.22067/JRRP.V10I3.89623
Send comment about this article