The Explaining and Analyzing of the Effective Factors on the Tourist Satisfaction with Tourism Destinations Case Study: Dargahan city

Document Type : Research Article


1 Associate Professor of Geography and Rural Planning, Shiraz University, Shiraz, Iran

2 Assistant Professor of Geography and Rural Planning, Shiraz University, Shiraz, Iran


Extended Abstract
Urban tourism is one of the important types of tourism that is considered in the development of cities. The city is considered as a tourism destination in researches. One of the important points for a tourism destination is the ability to create a unique image in such a way that tourists are impressed. Tourist satisfaction is one of the most important competitive factors and the best indicator to ensure the growth of future profits and the level of satisfaction of tourists to­ the title is considered as a significant criterion for measuring the quality of work. The results of previous domestic and foreign research show that place-spatial conditions cause differences in tourist satisfaction. This study seeks to investigate the effective factors on the satisfaction of tourists in the research area, i.e. the city of Dargahan with special structural and functional elements. Dargahan city is one of the branded tourism destinations in the southern half of the country located in Qeshm Island (Hormozgan province) which due to its various attractions has different types of tourism including coastal tourism, historical tourism, geo-tourism and most importantly commercial tourism. Every year, at different times, especially in autumn and winter, countless tourists come to this city. Based on the important role of tourism development in the structure of cities, especially the economic dimension, it is necessary to recognize the satisfaction of tourists in order to plan and improve urban tourism services and facilities. Therefore, in the present study, the satisfaction of tourists in Dargahan has been explained and analyzed. Satisfaction structure of tourism destinations at three levels before, during and after the trip has different structural components that in this study has addressed the dimensions of satisfaction before and during the trip.
The research is applied and its method is descriptive-analytical. The statistical population of the study is domestic tourists visiting the city and the statistical sample is 180 tourists. The survey of tourist satisfaction has been evaluated by a questionnaire in the form of a Likert scale. Data processing from the questionnaire was performed by using of chi-square, Friedman, multiple regression and correlation coefficients.
Results and discussion
Findings of the research on several levels have sought to recognize the satisfaction of tourists.
In the first stage, the results of test show that the focus of tourism sector activists as well as managers of welfare and hospitality facilities is more on providing a type of service and facilities that objectively have specific standards and these standards in a specific form of management and their management is basically in the hands of individuals, especially the private sector.
In the second stage, using Kendall correlation coefficient, to understand the statistically significant relationship between the ten components with each other (independent variables) and also with the dependent variable (overall satisfaction of tourists) (p value <0.05), although the results confirm the significance, but the intensity of the correlation is different.
 In the third stage and in order to recognize descriptive indicators (characteristics of tourists) in the level of satisfaction with the tourism destination, according to the Phi Kramer and Kendall tests, the indicators of gender (0.93), job (0.947) and travel (0.946) showed a high level of relationship. While travel experience (0.118) and length of stay (0.145) indices have a low level of relationship and age (0.09) and education (0.052) have no significant relationship.
In the final stage, in recognizing the coefficient of influence of each component on the dependent variable of the research, by using of regression method (step by step) and calculation of the beta coefficient of each component was performed.
In the first step, the components of welfare and hospitality facilities (0.698) and in the second step, the components of welfare and hospitality facilities (0.431) and entertainment, recreational and leisure activities (0.356) and in the final step, the components of welfare and hospitality facilities (0.382) and entertainment, recreational and leisure activities (0.291) and cost component (0.184) are more than other components.
The results of this study prove that the issue of tourist satisfaction can be effective on the stability of the tourism destination and especially the economic stability of the tourism destination.
Since the level of tourists' satisfaction is affected by the expectations and motivations of tourists to travel to the tourism destination on the one hand and receiving various services and behavioral interactions of the host community with the tourist on the other hand, including this mechanism in the strategic planning process of each tourism destination. The success of that destination is very effective on attracting sustainable tourists. Because it provides a proper image of the destination in the mind of the tourist and sets the stage for re-visit and word of mouth promotion and in general the tourist's loyalty to the destination. This process begins with understanding the expectations and motivations of tourists from the trip to the destination, and proceeds with the tourist’s assessment of the existing realities, and at the end can continue to record the tourist’s emotional reactions from the destination.
Lee et al. (2014), Oviedo-García et al. (2019), Chen and Tsai (2007), Song et al. (2012) suggest this structure in different dimensions for targeted management of tourism destinations and optimal economic and social productivity.


1)     احمدی، منیژه؛ خیراللهی، ارسطو؛ چراغی، مهدی (1396) ارزیابی عوامل مؤثر بر رضایتمندی گردشگران داخلی و خارجی مجموعه گردشگری بیستون، دو فصلنامه مطالعات اجتماعی گردشگری، سال 5، شماره 9، صص. 216-191.
2)     افتخاری، عبدالرضا رکن‌الدین؛ رمضان‌نژاد، یاسر؛ پورطاهری، مهدی (1396) سنجش رضایت گردشگران از مقاصد گردشگری ساحلی مناطق روستایی استان گیلان، پژوهش‌های جغرافیای انسانی، دوره 49، شماره 3، صص.585-571.
3)     آقایی، پرویز؛ رضویان، محمدتقی؛ سعیدی­راد، مجید؛ خرایی، مصطفی (1394) تحلیل مؤلفه‌های تأثیرگذار بر رضایت‌مندی از مقاصد گردشگری مورد پژوهی: گردشگران شهر قروه، فضای گردشگری، سال 4، شماره 14، صص. 113-97.
4)     برزگر، صادق (1397) سنجش میزان رضایتمندی از کیفیت محیط مکان‌های گردشگری مطالعه موردی: شهر گرگان، گردشگری شهری، دوره 5، شماره 4، صص.18-1.
5)     پناهی، حسین؛ بهبودی، داوود؛ ذوالقدر، حمید؛ ذوالقدر، علی (1394) بررسی تأثیر کیفیت خدمات بر رضایت گردشگران مورد شناسی: گنبد سلطانیه، جغرافیا و آمایش شهری منطقه‌ای، دوره5، شماره 15، صص. 116-101.
6)     جمالی، حسین؛ سجادی، ژیلا؛ رضویان، محمدتقی؛ حیدری، جهانگیر (1397) ارزیابی مؤلفه‌های تأثیرگذار بر رضایتمندی از مقاصد گردشگری مطالعه موردی: شهرهای ساحلی استان بوشهر، گردشگری شهری، دوره 5، شماره 3، صص. 64-49.
7)     حسام، مهدی (1396) ارزیابی رضایتمندی گردشگران از مقصدهای گردشگری روستایی مطالعه موردی: روستاهای شهرستان فومن، مطالعات برنامه‌ریزی سکونتگاه‌های انسانی، دوره 12، شماره 4، صص. 819-803.
8)     حیدری چیانه، رحیم و احمدیان، مهدی (1398) تحلیل روابط ساختاری تصویر مقصد، وفاداری و رضایت گردشگران در کلان‌شهر تبریز، گردشگری شهری، دوره 6، شماره 4، صص. 174-157.
9)     سلیمانی، منصور؛ محمدنژاد، علی؛ خدادادی، پروین؛ عطایی، وحید (1394) سنجش رضایتمندی گردشگران از شهر مهاباد با تأکید بر گردشگری خرید، اقتصاد و مدیریت شهری، سال 3، شماره 10، صص. 155-139.
10)   شیرخدایی، میثم؛ علیزاده ثانی، محسن؛ آملی دیوا، فهیمه (1395) بررسی تأثیر تصویر مقصد بر رضایت و مقاصد رفتاری در گردشگری سلامت موردمطالعه: آبگرم معدنی لاویج، برنامه‌ریزی و توسعه گردشگری، سال 5، شماره 17، صص. 145-128.
11)   عنابستانی، علی‌اکبر؛ کاویانی، سمیرا؛ جوانشیری، مهدی (1396) تحلیل فضایی میزان رضایت‌مندی از سبک معماری رایج در احداث خانه‌های دوم روستایی در شهرستان کلاردشت، آمایش جغرافیایی فضا، سال 7، شماره 25، صص. 153-135.
12)   فنی، زهره؛ برغمدی، مجتبی؛ اسکندرپور، مجید (1391) سنجش میزان رضایت‌مندی گردشگران شهر گرگان، مطالعات مدیریت گردشگری، سال 7، شماره 20، صص. 48-31.
13)   کاظمی، علی؛ غفاری، محمد؛ کنجکاو منفرد، امیررضا؛ تسلیمی بابلی، امین (1394) بررسی تأثیر احساس تعلق بر مقاصد گردشگری بر رضایت و وفاداری گردشگر مطالعه موردی گردشگران خارجی سفرکرده به شهر اصفهان، برنامه‌ریزی و توسعه گردشگری، سال 4، شماره 12، صص.52-34.
14)   محمدی، سعدی و خالدی، فریدون (1398) تحلیل عوامل مؤثر بر رضایتمندی گردشگران خارجی سلامت مطالعه موردی: گردشگران اقلیم کردستان عراق، گردشگری شهری، دوره 6، شماره 3، صص. 16-1.
15)   مغانی، بهنام؛ سلیمانی دامنه، مجتبی؛ صباحی گراغانی، یاسر (1396) سنجش میزان احساس امنیت و آسایش گردشگران داخلی مطالعه موردی شهر ساحلی بندر گناوه، گردشگری شهری، دوره 4، شماره 4، صص. 121-107.
16)   ملکی مین‌باش، رزگاه؛ بلوچی، حسین؛ فارسی‌زاده، حسین (1394) بررسی تأثیر تصویر مقصد و رضایت از مقصد بر نیت‌های بازدید گردشگران، برنامه‌ریزی و توسعه گردشگری، سال 4، شماره 12، صص. 33-11.
17)  Alegre, Joaquin, & Jaume Garau. (2010) Tourist satisfaction and dissatisfaction, Annals of tourism research, Vol.37, No.1, pp.52-73.
18)  Asmelash, Atsbha Gebreegziabher. & Satinder, Kumar. (2019) The structural relationship between tourist satisfaction and sustainable heritage tourism development in Tigrai, Ethiopia. Heliyon, Vol.5, No.3, pp.13-35
19)  Bagri, Satish Chandra. & Devkant, K. A. L. A. (2015) Tourists’ satisfaction at TRIJUGINARAYAN, India: an importance- performance analysis, Advances in Hospitality and Tourism Research (AHTR), Vol.3, No.2, pp.89-115.
20)  Barutçu, Süleyman. & Hulusi, Doğan. & Engin, Üngüren. (2011) Tourists’ perception and satisfaction of shopping in Alanya region: A comparative analysis of different nationalities,  7th International Strategic Management Conference, Procedia-Social and Behavioral Sciences, pp.1049-1059.
21)  Carlisle, Sheena. & Johansen, Aleksander. & Kunc, Martin. (2016) Strategic foresight for (coastal) urban tourism market complexity: The case of Bournemouth, Tourism Management, Vol 54, pp.81-95.
22)  Căruntu, Andreea Laura. & Mihail Cristian, Diţoiu. (2014) The perceptions of hospitality services of a tourism destination. Procedia-Social and Behavioral Sciences, Vol.109, pp.231-235.
23)  Chen, Ching-Fu. & DungChun Tsai. (2007) How destination image and evaluative factors affect behavioural intentions?, Tourism Management, Vol.28, No.2, pp.1115-1122.
24)  Currie, Christine. & Peter Falconer. (2014) Maintaining sustainable island destinations in Scotland: The role of the transport–tourism relationship, Journal of Destination Marketing and Management, Vol.3, No.3, pp.162-172.
25)  Gidey, Yemane. & Kapil, Sharma. (2017) Tourists satisfaction in tourist destination (A study of Tigray-Ethiopia), Int J Res Finance Market (IJRFM) Vol.7, No.4, pp.138-151.
26)  Guo, Yue. & Ruangyot, Sanposh. (2015) A study on foreign tourist satisfaction on tourism attributes in Kunming, China, International Research E-Journal on Business and Economics, Vol.1, No.2, pp.24-41
27)  Le, Cong Chi. & Dam Xuan, Dong. (2017) Factors affecting European tourists’ satisfaction in Nha Trang city: perceptions of destination quality, International Journal of Tourism Cities, Vol.3, No.4, pp.350-362
28)  Lee, Jin-Soo. & Choong-Ki, Lee. & Chang-Kyu, Park. (2014) Developing and validating a multidimensional quality scale for mega-events, International Journal of Hospitality Management, Vol.43, pp.121-131
29)  Lee, Sangjae. & Sungil, Jeon. & Doyoung, Kim. (2011) The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea, Tourism Management, Vol.32, No.5, pp.1115-1124
30)  Machleit, Karen A. & Susan Powell, Mantel. (2001) Emotional response and shopping satisfaction: Moderating effects of shopper attributions, Journal of Business Research, Vol.54, No.2, pp.97-106.
31)  Osman, Zahir. & Ilham, Sentosa. (2013) Mediating effect of customer satisfaction on service quality and customer loyalty relationship in Malaysian rural tourism, International Journal of Economics Business and Management Studies, Vol.2, No.1, pp.25-37.
32)  Oviedo-García, M. & Ángeles, Manuela. & Vega-Vázquez, Mario Castellanos-Verdugo. & Francisco, Orgaz-Agüera. (2019) Tourism in protected areas and the impact of servicescape on tourist satisfaction, key in sustainability. Journal of Destination Marketing and Management, Vol.12, pp.74-83.
33)  Prebensen, Nina K. & Jinghua, Xie.  (2017) Efficacy of co-creation and mastering on perceived value and satisfaction in tourists consumption, Tourism Management, Vol.60, pp.166-176.
34)  Puh, Barbara. (2014) Destination image and tourism satisfaction: The case of a Mediterranean destination, Mediterranean Journal of Social Sciences Vol.5, No.13, p.538.
35)  Rajesh, Raghunathan. (2013) Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: a conceptual model, PASOS Rev Tur Patrim Cult, Vol.11, No.3, pp.67-78.
36)  Ramseook-Munhurrun, Prabha. & Seebaluck, V. N. & Perunjodi Naidoo. (2015) Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius, Procedia-Social and Behavioral Sciences, No.175, pp.252-259
37)  Rodger, Kate. & Taplin, Ross H. & Susan A. Moore. (2015) Using a randomized experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park, Tourism Management, No.50, pp.172-183.
38)  Song, Haiyan. & Gang, Li. & Robert, van der Veen. & Jason L. Chen. (2011) Assessing mainland Chinese tourists' satisfaction with Hong Kong using tourist satisfaction index, International Journal of Tourism Research, Vol.13, No.1, pp.82-96.
39)  Song, Haiyan. & Robert, Van der Veen. & Gang, Li. & Jason, L. Chen. (2012) The Hong Kong tourist satisfaction index, Annals of Tourism Research, Vol.39, No.1, pp.459-479
40)  Toyama, Masaki. & Yuichi, Yamada. (2012) The relationship among tourist novelty, familiarity, satisfaction and destination loyalty: Beyond the Novelty- familiarity continuum, International journal of marketing studies, Vol.4, No.6, pp.9-18