Individual Competencies of Human Resources and Loyalty Intentions of Guests in 4-Star Hotels in Mazandaran Province

This study aimes to investigate the role of individual competencies of human resources in the behavioral intentions of guests in 4-star hotels in Mazandaran. The population of this study consists of tourists who have stayed there three times during the year 1394. According to the study situation, sampling was determined by Convenience Sampling and 247 usable questionnaires were collected. Reliability and validity of the questionnaire was approved based on Cronbach's Alpha and composite reliability and convergent validity were accepted through Confirmatory Factor analysis. To investigate the hypotheses, Pearson Correlation, Regression Analysis, method of Baron and Kenny, Sobel test and Goodman test were used. Statistical techniques were performed through SPSS23 and Lisrel8.5.The findings indicate that individual competencies of human resources affect on behavioral intentions of guests in 4-star hotels in Mazandaran province, and also, individual competencies of human resources through guests’ satisfaction and perceived value Affect on behavioral intentions of guests in 4-star hotels in Mazandaran province.