The Explaining and Analyzing of the Effective Factors on the Tourist Satisfaction with Tourism Destinations Case Study: Dargahan city

Urban tourism is one of the important types of tourism that is considered in the development of cities. The city is considered as a tourism destination in researches. One of the important points for a tourism destination is the ability to create a unique image in such a way that tourists are impressed. Tourist satisfaction is one of the most important competitive factors and the best indicator to ensure the growth of future profits and the level of satisfaction of tourists to the title is considered as a significant criterion for measuring the quality of work. The results of previous domestic and foreign research show that place-spatial conditions cause differences in tourist satisfaction. This study seeks to investigate the effective factors on the satisfaction of tourists in the research area, i.e. the city of Dargahan with special structural and functional elements. Dargahan city is one of the branded tourism destinations in the southern half of the country located in Qeshm Island (Hormozgan province) which due to its various attractions has different types of tourism including coastal tourism, historical tourism, geo-tourism and most importantly commercial tourism. Every year, at different times, especially in autumn and winter, countless tourists come to this city. Based on the important role of tourism development in the structure of cities, especially the economic dimension, it is necessary to recognize the satisfaction of tourists in order to plan and improve urban tourism services and facilities. Therefore, in the present study, the satisfaction of tourists in Dargahan has been explained and analyzed. Satisfaction structure of tourism destinations at three levels before, during and after the trip has different structural components that in this study has addressed the dimensions of satisfaction before and during the trip.

The research is applied and its method is descriptive-analytical. The statistical population of the study is domestic tourists visiting the city and the statistical sample is 180 tourists. The survey of tourist satisfaction has been evaluated by a questionnaire in the form of a Likert scale. Data processing from the questionnaire was performed by using of chi-square, Friedman, multiple regression and correlation coefficients.

Findings of the research on several levels have sought to recognize the satisfaction of tourists.In the first stage, the results of test show that the focus of tourism sector activists as well as managers of welfare and hospitality facilities is more on providing a type of service and facilities that objectively have specific standards and these standards in a specific form of management and their management is basically in the hands of individuals, especially the private sector.In the second stage, using Kendall correlation coefficient, to understand the statistically significant relationship between the ten components with each other (independent variables) and also with the dependent variable (overall satisfaction of tourists) (p value<0.05), although the results confirm the significance, but the intensity of the correlation is different. In the third stage and in order to recognize descriptive indicators (characteristics of tourists) in the level of satisfaction with the tourism destination, according to the Phi Kramer and Kendall tests, the indicators of gender (0.93), job (0.947) and travel (0.946) showed a high level of relationship. While travel experience (0.118) and length of stay (0.145) indices have a low level of relationship and age (0.09) and education (0.052) have no significant relationship.
In the final stage, in recognizing the coefficient of influence of each component on the dependent variable of the research, by using of regression method (step by step) and calculation of the beta coefficient of each component was performed.In the first step, the components of welfare and hospitality facilities (0.698) and in the second step, the components of welfare and hospitality facilities (0.431) and entertainment, recreational and leisure activities (0.356) and in the final step, the components of welfare and hospitality facilities (0.382) and entertainment, recreational and leisure activities (0.291) and cost component (0.184) are more than other components.

The results of this study prove that the issue of tourist satisfaction can be effective on the stability of the tourism destination and especially the economic stability of the tourism destination.Since the level of tourists' satisfaction is affected by the expectations and motivations of tourists to travel to the tourism destination on the one hand and receiving various services and behavioral interactions of the host community with the tourist on the other hand, including this mechanism in the strategic planning process of each tourism destination. The success of that destination is very effective on attracting sustainable tourists. Because it provides a proper image of the destination in the mind of the tourist and sets the stage for re-visit and word of mouth promotion and in general the tourist's loyalty to the destination. This process begins with understanding the expectations and motivations of tourists from the trip to the destination, and proceeds with the tourist’s assessment of the existing realities, and at the end can continue to record the tourist’s emotional reactions from the destination.Lee et al. (2014), Oviedo-García et al. (2019), Chen and Tsai (2007), Song et al. (2012) suggest this structure in different dimensions for targeted management of tourism destinations and optimal economic and social productivity.