The Monitoring of the loyalty of tourists to destinations with emphasis on ritual tourism branding (Case study: ritual tourism of major Husseinie in Zanjan city)

Ritual Tourism is a spiritual type of tourism that has attracted the attention of todaysocieties. Religious places, according to their dimensions and spiritual nature, not only create a sense of belonging and attachment among natives, but also lead to a sense of belonging among tourists. The present study is descriptive-analytic and the required information is collected through library research studies. It uses a questionnaire with closed questions. The sampling method is simple random sampling which is selected according to the nature of the community and the statistical sample (400 tourists) and the purpose of the study. Data obtained through structural equation modeling (SEM) has been analyzed by the Amos software version 18. The results of the research show that there is a significant relationship between the quality of services and the religious tourists tendency to return. The results of the relationship between the idea of the destination and the loyalty to the religious destination also indicate the significance relationship between these two variables. Therefore, in order to benefit from the advantages of customer retention, religious tourism organizations should act in such a way as to ensure the satisfaction of religious tourists.

Article Type:
Case Study
نشریه میراث و گردشگری, Volume:2 Issue:8, 2019
13 - 36  
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