Discover the impact of the loyalty of tourists on the emotional relationship with the brand using associative rules mining

Increasing competition in the hospitality industry and knowledge and awareness of the hotel's customers from other services and options has led to the issue that the main concerns of managers in the hotel industry to become hotel services loyalty of tourists. Since five star hotels always have an acceptable level of service quality, brand can be considered as one of the most important factors in attracting and retaining tourists visiting these hotels. Consequently, the present study intends to explore the impact of the loyalty of tourists on emotional relationship with the brand through a new approach and utilizing the association rules mining method. In this research Statistical Society is all customers of five star hotels in Mashhad comprised 12 hotels. The sample size was estimated to be 388 using Morgan table and stratified sampling method. The data gathering tool was a standard questionnaire whose validity was confirmed by the Content validity method and its reliability was estimated using the Cronbach's alpha coefficient. To analyze the data used of the SPSS Clementine 12 software and association rule mining method. The results of the study indicated that 78 laws were finally extracted about the impact emotional relationship with the brand on the dimensions of loyalty of tourists. 14 of its rules have the highest level of confidence and support. One rule was equally effective on all of the four dimensions of loyalty .The hotels manager can be used it as a golden rule to improve the loyalty of tourists