Perceived value and tourists’ loyalty: A meta-analysis on Persian studies

The issue of the relationship between the perceived value and the loyalty of tourists is an important aspect of the issues in the field of tourism today. Therefore, understanding and knowing about this relationship leads to improving the willingness of tourists to visit a tourist center, especially in today's competitive and complex market. So far, many researches with different communities and statistical samples have investigated the impact of perceived value and loyalty of tourists. Therefore, a research vacuum that examines all these studies simultaneously is felt. The present research has sought to investigate the size of the effect of perceived value on tourists' loyalty by systematically reviewing the research conducted in Iran. First, by reviewing specialized journals, databases and Google, related researches were identified, collected and evaluated, and as a result, out of 552 articles, only 9 studies were found to have the necessary criteria to enter the meta-analysis. The results obtained from data analysis using CMA2 software showed the absence of publication bias. Also, the relationship between perceived value and loyalty of tourists was positive and the effect size was equal to 0.552. In other words, the direction of changes in perceived value variables and tourists' loyalty are aligned