Tourists' Satisfaction with and Loyalty to Tourism product Ardabil County : A Socio-Demograhic Analysis

Tourism industry requires a good understanding of the issues and factors affecting the economic, social and cultural in each region. So as effective factor on all elements of development, more than ever is the need to study.In tourism literature, satisfaction with and loyalty to Tourism product, based on socio-demographics, have never been analyzed and discussed. The purpose of this study is to evaluate tourists satisfaction with and tourists loyalty (attractions and facilities) to Tourism product based on the socio-demographics (gender, age, education level, marital, and occupation). In order to assess the tourist satisfaction of the Ardebil County tourism product, questionnaire was used as survey instrument. The validity and reliability of the survey was based on content validity of Cronbach’s Alpha value in SPSS software Version 24, The amount of which is estimated 85%. On the whole, 384 questionnaires were distributed by sampling method among tourists in the summer of 2016 in the township of Ardebil. Results indicated that tourists experienced different levels of satisfaction with Tourism product Ardabil County, Results also showed that there was relationship between the sociodemographics and tourist’s loyalty.