Ranking Factors Affecting Attitudinal and Behavioral Loyalty in Mazandaran Maritime Tourism Industry with Emphasis on Mixed Marketing Dimensions

The present study was conducted to rank the factors affecting attitudinal and behavioral loyalty in marine tourism in Mazandaran province with emphasis on the dimensions of tourism marketing mix (p8). The statistical population of this study includes all people active in travel agencies, museums, hotels, historical sites and experts in the field of management, tourism and marketing. The sample size is 384 people using Krejcie and Morgan table and the method of cluster random sampling. The method of data collection is a researcher-made questionnaire. In this study, structural equations and 22 SPSS statistical software were used to analyze the hypotheses to analyze the data. In addition, Cronbach's alpha criterion and convergent validity index (AVE) were used to determine reliability and validity. The results show that there is a positive and significant relationship between the dimensions of maritime tourism marketing mix and tourists' attitudinal loyalty. There is also a positive and significant relationship between the marketing mix of maritime tourism and the behavioral loyalty of tourists. Also, according to the research results, people have the highest priority and the process dimension has the lowest priority in creating tourist loyalty.