Evaluating the effect of security on tourists' loyalty to the destination with emphasis on the mediating role of satisfaction and destination image (Case study: Shiraz foreign tourists)

Abstract

Objective: One of the most important factors that can affect the loyalty of tourists is the security of the destination. Accordingly, the main purpose of this study is to investigate the effect of security on the loyalty of foreign tourists in Shiraz with the mediating role of satisfaction and destination image. Methods: The present research is applied in terms of purpose and is descriptive and survey based on the nature and method. Research data were collected in the field through a questionnaire. The statistical population of the study is foreign tourists visiting the city of Shiraz in 2019. The sample size was estimated to be equal to 200 tourists according to the Cochran’s formula and a simple random method was used to distribute the questionnaire. Data collected based on descriptive and inferential statistics methods have been analyzed. Results: The results showed that Security with a coefficient of 0.20 directly and with a coefficient of 0.07 with the mediating role of the destination image and with a coefficient of 0.26 with the mediating role of satisfaction has a positive effect on the loyalty of foreign tourists in Shiraz. The overall effect of security on the loyalty of foreign tourists is equal to 0.53. Conclusion: With the increase in the level of security and the improvement of this factor in the city of Shiraz, we will see an increase in the loyalty of foreign tourists to this city, which will lead to the further prosperity of the tourism industry of this city.

Keywords

• security
• loyalty
• tourism
• shiraz