Prioritizing the Behavioral Components of Tourists to Increase Satisfaction with the Holy Cities; Case Study of Mashhad, Iran

Amis:

 Religious tourism is considered one of the most prosperous tourism types by many planners and managers of holy cities. Tourists are one of the most influential groups in planning holy cities, and it is necessary to see touristschr('39') behavior in the plans and policies of urban planners because planning holy cities by the behavior of tourists lead to their satisfaction. Therefore, this study aimed to identify and prioritize touristschr('39') behavioral components in Mashhad to obtain their satisfaction.

This descriptive study was conducted in the summer of 2019 in tourists in Mashhad. 384 people were randomly selected and answered the researcher-made questionnaire. Confirmatory factor analysis was used to analyze the data, and the Friedman test was used to prioritize.

The loyalty component related to the satisfaction dimension with an average of 4.80, the mental image component related to the attitude dimension with an average of 4.35 and the needs component related to the motivation dimension with an average of 4.18 had the most and the commitment components with an average of 3.46 and participation with an average of 3.28 had the least impact on urban planning.

To gain more satisfaction with tourists, the results of which can be reflected in participation, commitment, and loyalty to the destination city, accurate and comprehensive identification of tourist behavior in the destination city should be considered by managers and urban planners.