Document Type : Research Paper
Authors
1 Associate Professor, Tabriz University, Faculty of Geography and Planning, Geography Research Group
2 Associate Professor, Tabriz University of Social Sciences, Faculty of Law and Social Sciences, Tabriz University
3 Graduate Student / Tabriz University
Abstract
The growth of urban tourism in different parts of the world and Iran has satisfied part of leisure activity and need of citizens. Therefore, it is an important part of urban management planning. Understanding tourist behavior can help planning and performance, increasing procedure of urban tourism. One of the important factors affecting of tourist behavior is tourist satisfaction that is rooted in the destination image, tourist attitude and tourist motivation. In this research using structural equation modeling relationships between variables in zones 2 and 8 of Tabriz during summer of 2015 is reviewed and paths are tested. AMOS and SPSS software is used in this research. This research is applied and analyzing and questionnaires are used for data collection. Cochran method is used for sample size determination and Chronbach’s alpha has tested the validity and reliability testing of the questionnaire. Results showed that destination image, tourist attitude and motivation have a significant effect on their satisfaction and tourist satisfaction significantly influences on their future behavior. The path coefficient of tourist attitude on tourist satisfaction is 0.599 and is more than twice of the destination image and tourist motivation effect on satisfaction. Effect of the destination image is 0.314 and more than an effect of tourist motivation on tourist satisfaction. Tourist satisfaction has considerable effect on their future behavior with a path coefficientof 1.222.
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