Measuring and explanation the dimensions and level of tourism loyalty in Yazd city

Loyalty of a tourist to a specific destination is a key issue in tourism management. A high level of loyalty in a destination can have positive consequences for the development of tourism in that region. One of the important topics in this field is measuring and analyzing the level of tourism loyalty in different dimensions and components. Each of these components has a series of indicators that have a significant impact on the loyalty of tourists to that destination. Tourism loyalty is discussed in different dimensions of awareness and familiarity, tourist perception, tourism personality, service quality, mental image, trust, security, satisfaction of tourists. Awareness and familiarity with the image of the destination and direct and indirect experiences arise in the minds of tourists. which makes a tourist have the necessary trust, confidence and understanding in that destination and that destination in this direction tries to improve the quality of services and also creates a beautiful and exciting personality for tourists, which ultimately It leads to the satisfaction and loyalty of tourists. The evaluation of these dimensions can help city tourism planners in its optimal management. The city of Yazd, having a variety of tourist attractions, as one of the most tourist-friendly and popular tourist places in Iran, attracts a large number of domestic and foreign tourists every year. Therefore, paying attention to the category of tourist loyalty, considering the high potential that this city has in the field of attracting tourists, will lead to a domino flow of tourists, and then generate multiple incomes, reducing the cost of attracting tourists and economic prosperity, considering that the economy of this city is dependent on It is tourism. Therefore, the main goal of the current research is to evaluate the loyalty of domestic tourists in Yazd city in the form of a suitable model.

The current research is applied in terms of its purpose and descriptive of the survey type based on its nature and method. The required information is prepared based on the library and field method. The statistical population of the research to evaluate the level of loyalty is all incoming tourists in the year 1400, based on Cochran's formula, the sample size was estimated to be 381 people. A simple random method was used to complete the questionnaire. The collected data have been processed based on descriptive and inferential statistical methods using SPSS software and linear regression tests and one-sample t-test.

The results of the research showed that the dimensions of awareness and familiarity, mental image, trust, perceived value, service quality, security, personality and satisfaction both directly and indirectly (with the mediator role of satisfaction) have a positive and significant effect on the loyalty of tourists in Yazd city. During the surveys, the status of dimensions related to measuring the loyalty of tourists in Yazd shows that the highest average value is related to the dimension of security and satisfaction and the lowest average value is related to the dimension of awareness and familiarity of tourists and also the results obtained from the dimensions indicate It is because the tourists' awareness and familiarity with the city of Yazd has been more through social networks and word-of-mouth advertising, and their mental perceptions of the city in the field of tourism services and facilities, the culture of the people and their participation, tourism costs in relation to the city, in The field of trust towards the destination brand and products, tour leaders and travel agencies, security and comfort of staying in hotels, tours, the city environment, ensuring the order and security of law enforcement officers and entrepreneurs and tourism service providers and the pricing of services and products , in the context of the value of understanding the destination of the tourists in relation to the scientific and historical value and tourism of the city, in relation to the history and attractions, in relation to the cultural and social values, in the field of service quality in relation to the services of historical contexts and tourist places and services Provided to tourism entrepreneurs, infrastructures and services tourist and tourism packages, plans of officials and managers in historical contexts, in the field of city security according to the opinion of tourists regarding the urban economy for tourists and shopping and investment, tourist places and attractions, creating a tourism business, in The field of urban personality in the opinion of tourists, the impact of the globalization of Yazd city, the elements and elements that are appropriate to the historical and urban contexts, the type of religion and beliefs of the city people, the lively and enlightening city, and also the preservation of the ancient religious identity and the general culture of the city people.

In this research, the dimensions and level of tourism loyalty in the city were examined and analyzed, and in the final result it was found that the dimensions of loyalty are generally at a relatively acceptable level in the city of Yazd. According to the results presented in the final conclusion, plans and suggestions can be made in order to improve the level of loyalty in Yazd city as much as possible. In the end, it should be said that by formulating a vision of tourism loyalty and formulating several scenarios regarding the development of the level of loyalty in the 10-year horizon, the path of tourism in Yazd city can be transformed and Yazd has an acceptable share of the current tourism flow in the region. have the center of the country. Accordingly, attention should be paid to the conditions of the post-corona period. Loyalty level development model in current conditions should be developed compatible with the characteristics of this era.