Investigating factors affecting the creation of common values and its impact on the loyalty of tourists   (Case study: Foreign tourists of Damghan city)

Today's tourism industry has become one of the main economic and service pillars of the world. In a way, many development experts refer to this industry as the axis of sustainable development. Due to the undeniable role of tourism in the development of the country, tourism industry managers are always faced with the challenge of attracting tourists and attracting their satisfaction and loyalty. The aim of this study was to investigate factors affecting the creation of common values and its impact on the loyalty of foreign tourists in the city of Damghan. The research is applied in terms of its purpose and is a descriptive survey. The statistical population of this study includes all foreign tourists who visited Damghan during the period from January to May 2018. The sample size was 150 according to the Cochran formula for an unlimited population. Sampling method in this study is unpredictable sampling. The research data were collected by using a combined questionnaire from Border and Associates (2018)and Bassar et al.(2018)in a Likert scale. In this research, validity and reliability of Cronbach's alpha have been used to validate the research tools. Data analysis was performed using SPSS software and structural equation modeling with partial least squares method using SmartPls software. The findings show that the variable of resources for tourists and the motivations of tourists have a positive and significant effect on the common value creation. Also, the creation of a common value has a positive and significant impact on the loyalty of tourists.