The Impact of Tourism Services Quality on Tourism Destination Loyalty, Considering the Mediating Role of the Tourism Destination Image and the Tourists Satisfaction

The aim of this study is to investigate the effect of tourism services quality on destination loyalty according to the mediating role of a destination mental image and the satisfaction of tourists. This is an applied research and in terms of methodology it is descriptive and of survey type. It used the close-ended questionnaire in the collection of information. The statistical sample consists of 388 tourists who visited the most popular places in Qazvin province during summer of 1395. The research model was investigated by the structural equation modeling. The results indicate that the quality of tourism services affects the satisfaction and image of tourism and also the tourism image affects the satisfaction and loyalty and satisfaction affects tourism destination loyalty. The mediating role of satisfaction and a destination image between the quality of tourism services and loyalty to the destination of tourism was confirmed and finally, the mediating role of destination image between tourism services quality and tourist satisfaction was approved.