Investigating the factors affecting the return of tourists to Kish Island with a Persuasive Performance Theory Approach: Mixed method Research

One of the important tourism centers of the Islamic Republic of Iran is Kish Island, which is also very popular among Iranian tourists. Increasing the capabilities of Kish Island will increase the tourism capabilities of Iran. In recent years, several problems and factors have reduced the desire to travel to Kish Island. The purpose of this study is to design a native model of the intention of tourists to return to Kish Island with a Reasoned Action theory approach to increase the desire to return to the island. Therefore, this research is applied-developmental and exploratory in nature and the data has been collected by mixed-exploratory (qualitative-quantitative) method. In the qualitative part of the study, 10 experts were examined as a sample by a judgmental method for in-depth review through semi-structured interviews. Using content analysis technique, 117 primary codes, 26 sub-categories and 7 main categories in the obtained qualitative model were identified. The statistical population consists of a small number of incoming tourists to the island in the field of data collection, in which the sample size is estimated by available sampling method using Cochran's formula of 320 people. Due to the fact that the measurement model studied in this research is reflective. Based on the quantitative model obtained from smartPLS software, it was found that the variables of rules and regulations, infrastructure, perceived quality, natural, cultural and historical environment, prevailing atmosphere, perceived value and marketing affect the intention to travel again. Meanwhile, using the path analysis of the obtained structural model, the infrastructure has the greatest effect on the intention of tourists to return to Kish Island and the prevailing atmosphere is the second rank and perceived quality is the third variable affecting the re-selection of the island as a destination by tourists.