Analysis Of The Effectiveness Of Hedonistic Motivations In The Continuous Use Of Tourist Destinations (Case Study: Mazandaran Province)

The use of new technologies has created a new type of tourism called virtual tourism. Marketers and tourism activists need to know more about the motivations of tourists in order to promote and progress in this field. Hedonic motivation has also been studied by researchers as a significant case. The present research aims to investigate the dimensions of hedonistic motivation and virtual tourism in the continuous use of tourist destinations in Mazandaran province. This research is applied in terms of purpose and based on descriptive-analytical nature. The statistical population of the research was the tourists of Mazandaran province by the available sampling method in Nowruz 1400. The research tool was a researcher-made questionnaire, whose validity and reliability were evaluated through SmartPLS3 software. The findings showed that among the components related to hedonistic motivation, the components of adventure and exploration, social relations, awareness of the process and satisfaction affect hedonistic motivation. Also, the findings indicate that hedonic motivation has an effect on continuous use. Among the components related to virtual tourism, only the perceived enjoyment component of virtual tourism has an effect on continuous use.