Assessment of elderly Tourists' views about mashhad through “age-friendly city” factores

The pattern of the global population growing trend toward older adults and this has led to a global phenomenon in the 21st century. The increasing burden of demographic aging presents unique challenges to families, communities, and nations, as well as to the promotion of health and well-being in later life. The process of ageing goes on in parallel with today’s trends of urbanization. The risks of city living impact everyone but seniors (defined as those aged 65 years or above) are particularly vulnerable due to age-related needs and preferences (e.g. to stay in their own homes, and/or near their children and grandchildren). Tourism is one of the Suitable activities for the elderly in order to improve their physical and mental aspects. Tourism compels them to mobility and come out of isolation and inactivity. Urban tourism becomes one of the main functions of the cities. If it can provide the demand and expectations of elderly tourist and create age-friendly city, it will lead to Tourist Satisfaction of tourism Destination. Making cities more age-friendly is a necessary and logical response to promote the wellbeing and contributions of older people and keep cities thriving. An age-friendly city encourages active ageing by optimizing opportunities for health, participation and security in order to enhance quality of life as people age.
This study seeks to examine the relationship and effectiveness of the components of age-friendly city on satisfaction and loyalty of Mashhad elderly tourist based on the European Customer Satisfaction Index (ECSI) model. 183 questionnaires answered by the elderly tourist of this destination were investigated. Data were tested based on the proposed conceptual model and European model to measure correlation by using Spearman test and Regression path analysis. The results show a positive association between image destination, expectations, and perceived quality and, perceived value in the level of satisfaction and loyalty of destination. By increasing the amount of each of the four factors, satisfaction and subsequently loyalty index increase. In the Following the path analysis, image destination is the most influential factor on loyalty of this destination directly and indirectly. In addition, Satisfaction directly and perceived quality indirectly have been effective to create elderly tourists loyalty to the religious and cultural destination.