Constructing and Validating of Destination Loyalty Scale

Tourists’ loyalty to a destination is carved in mind of destination managers both as a leadership strategy and as a ship of salvation. also, the purpose of this paper is Constructing and Validating of Destination Loyalty Scale. The study was conducted with a positivist approach based on structural equation modeling. The statistical population of the research includes the tourists who have been to the “A” tourism at least three times in the last year. The sample size was estimated to be 340 according to the relevant guidelines and the sampling method was non-random convenience sampling. Data calculated by electronic questionnaires. Data were analyzed through exploratory and confirmatory factor analysis by SPSS26 and Lisrel 8.8 . with a study of literature, 17 criteria for loyalty to the destination were extracted. After the EFA analysis of criteria, were identified and named 4 factors that include: “Praising and stayers to the destination” with 5 items, “Superiority of destination” with 5 items, “Dependency on destination” with 4 items and “Sacrificing for the destination” with 3 items. Then the first and second-order factor analysis was performed and the results were acceptable and desirable. Based on the analysis and findings, it can be concluded that the destination loyalty scale has good reliability and validity in the surveyed tourist. The difference between this scale and previous scales is that instead of emphasizing the loyalty process, it emphasizes loyalty behavior, it is a subjective-objective scale and also, it has the ability to design typology and market segmentation.