Tourists' satisfaction with the security and tourism services of Mazandaran coastal cities and their improvement strategies

One of the effective factors in the sustainability of tourist destinations is the measurement of tourists' satisfaction with them. Also, one of the most common manners, in order to determine the level of satisfaction of needs and desires through the services provided by associations, is to measure the satisfaction. In addition, one of the most crucial services that can be provided in the tourism industry in Mazandaran coastal cities is security-tourist services. The presented investigation is conducted to estimate people's satisfaction with the provision of security-tourism services and to identify improvement and development of services in Mazandaran coastal cities.

The research methodology is practical in terms of purpose and is a descriptive survey in terms of characteristics and method with three variables: satisfaction, security services, and tourism services. The data collection tool is a standard questionnaire. The validity of the questionnaire is confirmed by operating the content method and its reliability is ensured with Cronbach's alpha. The statistical population of this research is made up of all domestic and foreign tourists of Mazandaran province in 1399 using Morgan's table, a sample size of 384 people are selected. Correspondingly, the one-sample t-test, multivariate linear regression, and Friedman test are utilized to analyze the data.

The significance of process components of tourist service access, tourist attractions, quality and number of reception centers, social security, and psychological security is confirmed in the regression models. The parameter coefficient values for these variables are 0.106, 0.135, 0.062, 0.120, and 0.196, respectively. It can be declared that by increasing one unit in the value of these variables, 0.106, 0.135, 0.062, 0.120, and 0.196 units will be added to the amount of tourist satisfaction.

The people's satisfaction with the security services in Mazandaran coastal cities is in an optimistic condition. Also, the people's satisfaction with the tourism services in these cities is favorable.