The effect of destination immersion, travel economy, work experience, self-confidence, on urban brand brilliance and word of mouth according to the mediating variable of customer satisfaction (Case study: Mashhad(

The purpose of this present research is The effect of immersion in destination, travel economy, work experience, self-confidence, on urban brand brilliance and word of mouth according to the mediating variable of customer satisfaction in Khorasan Razavi province (Mashhad city). The research method used in This research is of descriptive-survey type. This research is applied in terms of purpose. The statistical population of the study includes all Asian tourists in Mashhad who traveled to this city in the spring of 1400 and stayed in hotels in this city. Their number is 384 people who based on the available sampling method and using Cochran's formula 384 people were selected as the sample size of the study. The methods of data collection were through a field library and a questionnaire and the validity of the questionnaire was evaluated from Amos software and its reliability was 0.92 by examining Cronbach's alpha for all questions. Descriptive statistics and inferential statistics were used to analyze the research data. Descriptive tests of mean percentage, standard deviation, variance and inferential tests of Kolmogorov-Smirnov-one-sample t-test, confirmatory factor analysis and structural equations were used with the help of SPSS and AMOS software. The results of this study showed that immersion in the destination, economics of travel, travel experience and self-confidence have a positive and significant effect on tourist satisfaction. Also, tourist satisfaction has a positive and significant effect on word of mouth and brand radiance of the city. The results of mediator hypotheses also showed that immersion in the destination on word of mouth advertising and the brilliance of the city brand due to the mediating role of tourist satisfaction, economics of travel on word of mouth advertising and the brilliance of the city brand due to the mediating role of tourist satisfaction, experience Kari Safar has a positive and significant effect on word of mouth advertising and the brilliance of the city brand due to the mediating role of tourist satisfaction, self-confidence on the word of mouth advertising and the brilliance of the city brand due to the mediating role of tourist satisfaction.