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Sustainable improvement of competitiveness in rural tourism destinations: The quest for tourist loyalty in Spain
بهبود پایدار رقابت در مقصد گردشگری روستایی: تلاش برای وفاداری توریستی در اسپانیا-2017 Rural tourism in Spain has developed intensively in recent years and although this branch of tourism is
now well established, it still faces some challenges that causal marketing research can address. Tourism
destinations now must operate in extremely competitive markets, forcing destination managers to seek
out innovative strategies and sustainable competitive advantage, including cultivating tourist loyalty.
This paper focuses on developing a better understanding of how destination loyalty is generated in rural
tourism by identifying factors that contribute to this loyalty. The paper first examines previous theore
tical analyses of the importance of loyalty as a sustainable competitive advantage and the capacity of
rural tourism destinations to generate tourist loyalty. It then presents a structural model that includes the
main antecedents of destination loyalty that are applicable to Spanish rural tourism. Based on a sample of
464 rural tourists and data analysis using the partial least squares technique, the results indicate that
image, quality and destination attribute satisfaction are the direct antecedents of rural tourism desti
nation loyalty. The findings also show that these are indirect precursors of loyalty through overall sa
tisfaction.
Keywords: Rural tourism | Destination loyalty | Tourism management | Tourism marketing | Sustainability | PLS technique |
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