Factors Affecting Tourist Satisfaction and Loyalty (Case Study of Kish Island)

Tourism is becoming the number one industry globally due to its positive social, cultural, and economic impacts, including revenue generation and impact on economic growth. Tourism is an important source of business, income, employment, and foreign exchange for most countries. The present article examines the two factors of tourist satisfaction and loyalty in the tourist area of Kish Island to achieve tourism development strategies. In terms of purpose, the research is applied and correlational in terms of method. The questionnaire has been used in data collection as the central tool. The tourists who traveled to Kish Island in December are the statistical population. In this study, due to the uncertainty of the number of tourists (statistical population), the available random sampling was used, and for data collection, the areas and places that tourists usually visit were determined. The correlation coefficient test was used to analyze the questions, reject or confirm the hypotheses and obtain the extent and severity of the relationship. According to the results, there is a positive and significant relationship between destination image, perceived value, and quality of services with tourists 'satisfaction. In addition, there is a positive and significant relationship between these factors and tourists' satisfaction with loyalty with a correlation coefficient of ۰.۷۱. It results in that destination image, perceived value, and quality of services increase tourists' satisfaction and consequently increase their loyalty. It means that the tourist returns and introduces the region. Therefore, improving the destination image, perceived value, and quality of services were proposed for tourism development.

Keywords:

Destination Image , Perceived Value , Service Quality , Tourist Loyalty