Investigating the Effects of Traditional Values and Islamic Values on the Tourist's Satisfaction and Loyalty in Qom

Religious tourism was one of the most prosper types of tourism in the world in the past. Islamic tourism is mainly a new interpretation of religious tourism that merges pilgrimage and recreational tourism. In order to achieve tourism development strategies, it is important to evaluate the satisfaction and loyalty of tourists in any tourist destination. Tourist satisfaction is important because it takes more tourists into the country and it has more foreign revenue for the country. The aim of this study is to investigate the effects of traditional values and Islamic values on the satisfaction and loyalty of Muslim tourists. In this study, 387 foreign tourists were selected using Convenience sampling method. The present study is applied based on the aim and descriptive based on the method. To evaluate the research hypotheses, Structural Equation Modeling in Amos22 was used. The findings showed the effects of quality value, social value, Islamic physical attributes and non-physical attributes on the tourist's satisfaction and loyalty of Muslim tourists. In the final section, applications, limitations, and suggestions for future researches were presented.