The Effect Of Cognitive And Emotional Image On Loyalty According To The Mediating Role Of Tourist Satisfaction

The tourism industry has become one of the main economic and service pillars of the world. As many development experts refer to this industry as the axis of sustainable development. This article with the approach that creating a proper image of the tourist area in the mind of the tourist increases the possibility of his re-visiting that area and can help the managers of this industry in achieving their economic goals in attracting tourists. The main purpose of this study was to investigate the effect of cognitive and emotional imagery on loyalty with respect to the mediating role of satisfaction of all hotel tourists in Sari. The questionnaire was administered to 374 people who had come to hotels in Sari and sampling was done by available sampling method. The collected data were analyzed using structural equation modeling technique and SPSS and LISREL software. The results indicate that there is a positive and significant effect between the cognitive image and the emotional image and the satisfaction and loyalty of tourists. Therefore, it is necessary to pay attention and invest in factors that can play an important role in creating appropriate images of tourist areas in the mind of the tourist.