Analysis of loyalty to rural tourism destination: a strategy for rural development

Document Type : Original Research

Authors

1 Associate Prof., Department of Agriculture, Payame Noor University, Tehran, Iran.

2 MSc. in Rural Development, Department of Agriculture, Payame Noor University, Tehran, Iran.

3 Assistant Prof., Department of Agriculture, Payame Noor University, Tehran, Iran.

Abstract
The low-income level in rural communities has caused agriculture to be unable to provide the income needed by the rural households on its own, especially due to climate changes and drought. Diversifying sources of income is a solution, one of which is rural tourism, which is always facing the challenge of attracting tourists and gaining the satisfaction and loyalty of tourists. The purpose of this research is to investigate the factors affecting loyalty to rural tourism destinations in Arak City. The research population is tourists in rural areas of Arak City, who were selected by multi-stage random sampling method. The research tool was a questionnaire consisting of items to measure the dependent variable of loyalty to the tourist destination, the independent variables included: destination satisfaction, destination image, destination personality, memorable tourism experience, destination facilities, destination potential, hospitality, and travel characteristics items. The face and content validity of the questionnaire was checked using the opinion of subject experts and the necessary corrections were applied. Also, a pilot study was conducted to check the reliability of the research tool among the community and outside the sample by completing 30 questionnaires from tourists and using the Cronbach's Alpha test, the reliability of the tool was confirmed with coefficients between 0.66 and 0.96. The information was collected in the early months of 1402 and analyzed using SPSS24 and AMOS24 software. In the form of a measurement model, convergent validity and discriminant validity of the research instrument were evaluated and confirmed, and to investigate the role of factors affecting loyalty to rural tourism destinations in Arak City, two structural models (direct and intermediate) were designed. The direct structural model explained 64% of the changes in tourists' destination loyalty. The results of the total structural model after entering destination satisfaction as a mediator in the relationship between independent variables and dependent variable explain 66% of the changes in destination satisfaction and 65% of the changes in loyalty to the destination (with an increase of 1% compared to the direct structural model). Practical suggestions are provided for future studies and executive organizations.

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