Analysis of Factors Affecting Tourists’ Length of stay in Middle Cities Case Study: Zanjan city

Document Type : Research Article


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

2 Assistant Professor, Geography and Rural Planning, Zanjan University, Zanjan, Iran

3 Associate Professor, Surveying-Geodesy, Zanjan University, Zanjan, Iran

4 MA.Geography and Tourism Planning, Zanjan University, Zanjan, Iran


Extended Abstract
The city of Zanjan, as a strategic location and due to its location on the Silk Road and located on the northwest transit axis to Tehran, acts as a passage. This city has historical, cultural, and natural attractions and the special geographical location is considered as the main axis of tourism in the northwest of the country and has natural, cultural attractions, etc., but despite the capabilities of tourism and Iran has not yet been able to achieve its proper position. Studies show that the number of tourists staying in Zanjan is less than one day, and this factor has caused the arrival of tourists to this city does not have positive effects on the economy of this city. Provide appropriate enhancement solutions The sustainability of tourists should be effective. Accordingly, in the present study, the main question is as follows:
-What are the most important factors affecting tourists’ length of stay in the middle city of Zanjan?

The present study is part of applied and descriptive-analytical research in terms of purpose and nature, respectively. The method of data collection is library and field with a questionnaire that has been completed by tourists who entered the city of Zanjan. The statistical population of this study is tourists entering the city of Zanjan. Due to the uncertainty of the exact number of tourists, the Morgan table was used to determine the number of samples needed to complete the questionnaire. Simple completed. The validity of the research indicators was based on the opinions of the researchers, and the desired corrections were made. Cronbach's alpha method was used to calculate the reliability of the questionnaire tool which obtained a reliability value of 0.841. Data analysis was performed in the SPSS environment using descriptive statistics, and exploratory factor analysis was used in inferential statistics.

Results and discussion
Discussion and findings in the descriptive findings section, the individual characteristics of the respondents are analyzed. The findings obtained about the age of the respondents show that the highest frequency of the age groups of the respondents is between 20-29 years. In terms of the gender of respondents, 54.5% of respondents were male, and 45.5% were female. In terms of education, 24.7% of the respondents had a master's degree or higher, 53.9% of them had a bachelor's degree, and 21.3% had a diploma or lower. According to the results, the obtained description in relation to the length of stay shows that out of the total number of questionnaires filled out by tourists, 40.8% of them chose to stay in Zanjan for one or two days, which has the highest frequency and three to seven days with 17.6% the lowest frequency. In the present study, a statistical factor analysis test has been used to analyze the effective factors of tourists’ length of stay. In this regard, in order to determine the appropriateness of data related to the set of variables to be analyzed regarding the analysis of effective factors of tourists’ length of stay, the Bartlett test and KMO index were used. The significance of the Bartlett test with 1612.22 at 99% confidence level and appropriate value of KMO (0.644) indicates the correlation and appropriateness of the variables for factor analysis.

Tourism is one of the largest growing industries that plays an important role in the economic development of human societies. The tourism economy affects national income, foreign exchange resources, employment, and other macroeconomic indicators, poverty reduction. In this regard, tourism development requires comprehensive and efficient planning. In this regard, one of the factors that can develop and improve the country's tourism is to increase tourists’ length of stay in tourism destinations. In this regard, in the present study, the factors affecting tourists’ length of stay, have been investigated. Using factor analysis test, a general review of indicators and evaluation of effective factors in tourist satisfaction has been done, and the variables of each factor have been introduced according to the specific value. Planning and management has 13,851 with the most special amount, so that more attention to management in Zanjan will lead to the development of tourism, and respectively, the behavior of the host community 4.685, quality of place 4.220, transportation 3.321, infrastructure 3.204, accommodation quality 2.832, tourism product 2.343, health services 2.240, physical evidence 2.116, market surveillance 2.002, and service cost 1.837 include special amount. The development of infrastructure and accommodation has an important role in the tourism industry, which is far from the desired level in Zanjan due to the existing infrastructure. Studies show that the lack of proper advertising of other tourist attractions in Zanjan and the lack of knowledge of incoming tourists are also among the factors affecting the low level of stay of tourists. So, tourism marketing is to identify and anticipate the needs of tourists, and provide facilities to meet the needs and inform them, and motivate them to visit. If tourists are satisfied with the tourism destination, it will motivate them to visit the same destination again. Also, by defining and praising them as a tourism destination, it will encourage other people to travel to that area, and increase the length of stay.


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