Relationship between destination image and satisfaction in inbound tourists of Isfahan

A B S T R A C T
This study aims to examine Iran's destination image among tourists before and after their trip. Given the significance of a positive and distinct image in the competitive tourism industry, the research aims to assess changes in tourists' perceptions and preferences regarding various destination components. Data was collected through the secondary analysis method, and this research utilizes data from the first wave of Iran's national tourism survey. The statistical population comprises tourists entering Iran, with a sample size of 382 determined using Cochran's sampling formula. Foreign tourists in Isfahan were surveyed on nine destination components before and after their visit. The research findings indicate a significant improvement in the destination image across all components after tourists visited Iran compared to their perceptions before the trip. Notably, the people and security components experienced the most substantial changes. The reliability of people, satisfaction with accommodation, food, and the hospitality of Iranians emerged as the most influential factors contributing to the enhanced afterimage of the destination among foreign tourists. In conclusion, this study underscores the pivotal role of a positive destination image in influencing tourists' perceptions and satisfaction. The observed improvements in destination image components post-visit highlight the effectiveness of the tourism experience in shaping favorable impressions. Destination management and marketing strategies can leverage these findings to enhance Iran's appeal as a tourist destination in the competitive global landscape.
Extended Abstract
Introduction
The image of the destination means a set of beliefs and attitudes towards the travel destination. Today, tourism has become an important industry, and its success requires presenting a favorable and distinct image from other competitors. Several factors, including tourist satisfaction with the trip, can influence destination self-image. The current paper aims to study the destination's image for the tourists entering Iran before and after the trip. The main factor of this process is managing perception and creating an attractive and distinct image of the destination. Iran, a historical-cultural country with various tourist attractions, is considered a suitable destination for foreign tourists. However, despite its great capacity to attract foreign tourists, Iran has remained neglected in the tourism market. It has accounted for less than one percent (0.84) of the share of tourism income in the world. This amount is in the situation that Iran ranks tenth in the world in terms of historical and ancient attractions and fifth in the world in terms of ecotourism. Gaining the satisfaction of tourists and presenting a favorable image to their expectations will lead to the growth and prosperity of tourism and improve the image of Iran in the world arena. The current research seeks to answer these questions:
-What differences exist between the perceptions of foreign tourists about the destination before and after their visit?
-And what is the relationship between tourists' destination image and travel satisfaction?
 
Methodology
This research was done using the secondary analysis method on the data from the first wave of Iran's national tourism survey. The statistical population included tourists entering Iran, and the sample size was estimated to be 382 based on Cochran's sampling formula. The foreign tourists present in Isfahan were asked what they thought about the 9 components, such as tourist attractions, weather, infrastructure, transportation, restaurants and food, shopping markets, security, and the host people before traveling to Iran and after the experience. All 9 measured components are effective and essential in choosing a travel destination. The participants' responses are on a Likert scale (very good - very bad). Satisfaction with tourist attractions is measured with the components of attractiveness, uniqueness, authenticity, cleanliness, and hygiene in the form of a Likert scale.
 
Results and discussion
To evaluate the image of tourists from Iran, the present study used components, including tourist attractions, weather, infrastructure, transportation, restaurants and food, shopping markets, security, and people, which, in all cases, the average image of the destination after the trip to Iran was higher than the image of the destination before the journey. Also, this desirability for the people and security component has brought the most changes for tourists before and after their trip to Iran. The results of this research showed that the most effective factors in the afterimage of the destination among foreign tourists are the reliability of the people and satisfaction with the accommodation, satisfaction with the food, and hospitality of the Iranian people.
 
Conclusion
This study showed that Iran is a more suitable and desirable destination for elderly foreign tourists than young tourists. Therefore, due to the growth of elderly tourism worldwide, efforts should be made to pay more and better attention to the infrastructure conditions and facilities older people need in Iran. On the other hand, efforts and planning to attract other age groups should not be neglected. Foreign tourists traveling to Iran mainly want to visit tourist attractions, especially historical and natural ones. This shows that efforts to preserve and maintain these monuments and attractions are important for the growth of Iran's tourism industry. Also, the importance of nutrition during travel is not less than that of accommodation and other matters. Thus, it is very important to pay attention to the quality and variety of food according to the cultural differences among different nations.
The result is that if we want to look for the factors with the most impact on the image of the destination in foreign tourists among the various components related to satisfaction, the two main characteristics are related to the people of the destination community, with the priority of trustworthiness and politeness and respect. The other two factors are related to food and accommodation. This result is important because it guides those involved in the tourism industry to prioritize strengthening different parts of the tourism service chain. Certainly, the limitation of budgets and facilities does not allow simultaneous and comprehensive strengthening of the service chain. Therefore, it is necessary to be able to prioritize different areas for strengthening.
 
Funding
This article is financially supported by the Jihad University and the Country's Management and Planning Organization.
 
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All authors approved the manuscript's content and agreed on all aspects of the work declaration of competing interest, but none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.