Identifying and Analyzing Indicators of Satisfaction of Tourists in Border Areas(Case study: Golestan Province)

Today, the tourism industry, as one of the largest industries in the world, has an undeniable impact on the economic and social well-being of the host society. These conditions are very significant and important in areas such as Golestan province, which have good capabilities in relation to tourism, and especially in its border areas. Therefore, it is necessary to plan and manage it purposefully.

Aim of the research: 

The present article has been compiled with the aim of identifying and analyzing indicators for measuring the satisfaction of tourists in the border province of Golestan.

The research method was descriptive-analytic and data collection was done by library and field method. Data analysis was performed using the Akama model, Kolmogorof-Smirnof test, Friedman test and factor analysis.Geographical area of the study: The geographical area of the study includes all tourist areas in the border areas of Golestan province.

Findings from the survey and measuring the dimensions of satisfaction showed that all the indicators are suitable indicators to assess the level of satisfaction of visitors. In this research, while revealing the attitude pattern of the research sample as a representative of tourists in Golestan province, the indicators affecting the level of tourist satisfaction have been identified in order of priority.

The results of this study showed that five factors of being reliable, reliability, accountability, tangible elements and empathy index are effective in assessing the satisfaction of tourists. Also, among the indicators evaluated by Friedman test, the "confidence" index has the highest rank and the "empathy" index has the lowest rank.