Rural Development Strategies

studying the effect of ecotourists motivation on their loyalty to rural tourism destinations ( case study : saravan )

Document Type : Original Research

Authors

zahra nabipur sarvandi 1
Roshan Babaee Hemmati 2
mehdi hesam 3

1 M.A. in Geography and Tourism Planning – Destination Planning, Faculty of Literature and Humanities, University of Guilan, Rasht

2 Assistant Professor, University of Guilan - Rasht, Iran.

3 Associate Prof. Faculty of Literature and Humanities; Department of Geography; University of Guilan - Rasht, Iran.

10.22048/rdsj.2026.578942.2276
Abstract
tourists motivations are related to the selection of destination destination , loyalty to tourism destinations , and consequently gaining knowledge in forecasting future patterns of tourists travel behavior . therefore , this study examines the effect of ecotourists motivation on their loyalty to rural tourism destinations . the statistical population of this study is the tourists who visited saravan recreational area during the study period . to determine the sample size based on the morgan table , 384 individuals were selected as the research sample .the sampling method was simple random . the present study is based on the nature and method of data collection is a descriptive survey and in terms of purpose is applied . in order to study the research variables , standard questionnaires and five - point likert scale were used . also for normality of data , kolmogorov - smirnov test was used that variables had normal distribution ; therefore , considering the normal distribution of data , pearson correlation coefficient and regression analysis were used . the results showed that there is a significant relationship between motivation and loyalty . also , the results of regression analysis indicated that the regression model is suitable for predicting the loyalty of ecotourists using their motivation .

Keywords

ecotourist
loyalty
rural tourism
saravan
Subjects

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