The Role of Security on the Behavioral Intentions of Winter Sports Tourists (Case of Study: Tehran Ski Resorts)

The purpose of this study was to determine the role of security and its dimensions on behavioral intentions of winter sports tourists in Tehran ski resorts.

In terms of purpose, it was an applied research, and it was descriptive-correlational in terms of data collection. The population comprised all tourists of Tehran ski resorts in the winter of 1396. Cochran formula was used in order to determine the sample size of the study (N = 384). In the cluster sampling method, 400 copies of questionnaires were distributed to the respondents in the ski resorts, and finally 331 questionnaires were analyzed. In order to collect the data, Mahmoudi et al’s. (2015) Tourism Security questionnaire and Zeitamel et al’s. (2003) Intention questionnaire were used. The reliability of the quesionnares was confirmed by Cronbachchr('39')s alpha, hybrid reliability, and its validity was confirmed by convergent validity (confirmatory factor loadings and AVE values) and diagnostic validity. For analyzing the data, descriptive statistics (tables and graphs of frequency distribution) and inferential statistics (Spearman correlation) were used. structural equation modeling technique was also used to present the model.

The results showed that psychological security, economic security, and social security have a direct positive effect on touristschr('39') behavioral intentions.

According to the results, it can be said that increasing the security of a place would encourage more sports tourists to travel there.