Investigating the Relationship and the Effects of Loyalty Influencing Factors of the Tourists Towards Tourist Areas, the Case of Masjed Soleiman, Andika and Lali

Tourist's loyalty to a particular destination is a key issue in tourism management, so that recently this concept has been recognized as a major driving force and one of the most important indicators of success in marketing and in the use of tourism resources. Therefore, this study aims to investigate the relationship and effects of the loyalty influencing factors of tourists towards the tourist areas of Masjed Soleiman, Andika and Lali in Khuzestan province. The study population included all incoming tourists to the tourist areas of these three cities in that a sample of 250 participants was selected among them using Stratified random quota sampling method. In this descriptive-analytical study, required data were collected by means of a questionnaire that its validity was confirmed by a panel of experts and its reliability was approved by calculating Cronbach's alpha coefficient (0.780 to 0.945). Data analysis was done using SPSS software. Results of the Pearson correlation coefficient test showed that loyalty is significantly correlated at 1% with variables of expectations, perceived quality, perceived value, perceived prestige, commitment and satisfaction. The results of regression analysis also revealed that three variables of tourist's satisfaction, commitment and image (the image inferred) can explain a total of %66/9 of the changes of their loyalty variance.