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The effect of marketing constructs and tourists’ satisfaction on loyalty to a sport destination: A structural equation model and analysis

Mohammad Reza Jalilvand (Faculty of New Sciences and Technologies, University of Tehran, Tehran, Iran, and Institute for Planning and Economic Research, Tehran, Iran)
Javad Khazaei Pool (Department of Management, University of Isfahan, Isfahan, Iran)
Leila Nasrolahi Vosta (Faculty of Social Sciences, University of Tehran, Tehran, Iran, and Faculty of Law and Social Sciences, University of Tabriz, Tabriz, Iran)
Javad Shabani Nafchali (Department of Management, University of Isfahan, Isfahan, Iran)

Education, Business and Society: Contemporary Middle Eastern Issues

ISSN: 1753-7983

Article publication date: 28 October 2014

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Abstract

Purpose

The purpose of the current study is to explore complicated structural relationships among the variables of tourists’ perceptions of quality and the value of a sport tourist destination and their satisfaction level and loyalty that are vital for successful destination marketing and management.

Design/methodology/approach

A survey was used to collect data from a sample of 570 sport tourists who traveled to Nowshahr and Chalous cities in Iran during September 2012. These data were gathered by convenience sampling method and analyzed using a structural equation model (SEM).

Findings

The results of the SEM revealed that tourists’ perceived quality and perceived value have a significant impact on their satisfaction. Further, tourists’ satisfaction had a positive and significant effect on the level of their loyalty.

Practical implications

Findings of the current study contribute to a better perception of behavioral mechanisms and incentives and provide an acceptable basis to improve tourism industry in both regional and national levels.

Originality/value

This is the first such study of the Iranian sports sector.

Keywords

Acknowledgements

The authors would like to express their gratitude to the Associate Editor Dr Marwa Anis and to the anonymous reviewer for their invaluable support and advice in bringing this study to fruition.

Citation

Reza Jalilvand, M., Khazaei Pool, J., Nasrolahi Vosta, L. and Shabani Nafchali, J. (2014), "The effect of marketing constructs and tourists’ satisfaction on loyalty to a sport destination: A structural equation model and analysis", Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 7 No. 4, pp. 316-332. https://doi.org/10.1108/EBS-06-2014-0029

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited