Evaluating the relationship between tourism service quality and customer loyalty and revisit of tourists (case study: Khorramabad)

Khorramabad is a popular tourist attraction in Lorestan Province due to its numerous attractions and their diversity, so it provided a suitable position for zoning and planning the attractions.   

This study aims to evaluate the role of tourism service quality on the loyalty of Khorramabad city.

This research is an applied and descriptive-analytical study. The required data has been collected using the library and field methods (questionnaire). The validity of the questionnaire was confirmed by specialists and experts. The statistical population includes tourists who visited Khorramabad City in 2019. Due to the uncertainty about the total number of tourists, 300 people were selected which were randomly distributed among the tourists. Pearson correlation and structural equations were used in SPSS software to analyze the data obtained from the Tukey test questionnaire.

Geographical Context: 

The geographical territory studied in this research is Khorramabad City.

Tukey test has divided the quality of tourism services (cognitive image and unique image) into three groups. The indicators of architecture and urban attractions, transportation and information, facilities, social environment and environment are in a low quality, historical and cultural attractions are in the medium quality, and historical and local attractions are in the high cognitive image quality. Pearson's correlation coefficient showed that there is a direct and significant relationship between service quality and tourist loyalty.

The results of data analysis based on structural equations indicate the fact that the cognitive image component, the unique image, has a positive and significant role (effect) in customer loyalty.