Analysis of the Factors Affecting the Stay of Tourists in the Studied Urban Tourism Destinations of Tehran

Document Type : Article extracted From phd dissertation

Authors

1 Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates

2 Department of Management, Faculty of Management, Islamic Azad University, Firuzkoh branch, Tehran, Iran

3 Department of Statistics, Faculty of Convergent Sciences and Technologies, Islamic Azad University, Science and Research Unit, Tehran, Iran

4 Department of Business management, Tarbiat Modares University, Tehran, Iran

Abstract

 A B S T R A C T
Tourism development has different social, economic, and cultural results. In the meantime, one of the important topics of the growing trend in tourism destinations is the increase of tourists and their stay, along with efforts to provide suitable environmental and human conditions. Therefore, the desire of tourists to stay longer is considered an important indicator in evaluating the ability of tourist destinations to properly exploit the benefits of tourism. In this research, an attempt was made to analyze and investigate the factors affecting the stay of tourists in the city of Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research is tourists entering Tehran. In order to determine the sample size, due to the lack of statistical population, Cochran's formula for the unlimited population was used and the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that the quality of services has a significant effect on the permanence of tourists in Tehran. The path coefficient obtained is equal to 0.41, and travel motivation has a significant effect on tourists staying in Tehran. The obtained path coefficient value is equal to 0.47. Another result of this research is that the characteristics of the trip have a significant effect on the permanence of tourists in Tehran, and the value of the route coefficient obtained is equal to 0.38.
Extended Abstract
Introduction
Like many cities in Iran, Tehran has potential capacities and numerous natural, historical, and cultural attractions, and tourism development can be very helpful. However, it will be possible to achieve the benefits of tourism when the appropriate platform, i.e., social infrastructure and civil institutions related to it, is provided. Studies show that the metropolis of Tehran is among the cities that have continuously increased the number of domestic tourists. Nevertheless, the average stay of tourists has decreased, so according to the statistics, the average stay of tourists in this city has decreased from 6 days in the 80s to less than 3 days in recent years. The decrease in the number of tourists in Tehran means that this city does not reap many benefits despite spending a major part of the city's budget on providing services. By understanding the above, the main question of this research is as follows:
-What are the effective factors in keeping customers (tourists) in tourism destinations?
 
Methodology
The current research is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this research includes domestic tourists who have chosen Tehran as their tourist destination in order to spend their free time. Cochran's formula was used to determine the sample size for the unlimited population, which was estimated to be 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. SPSS and LISREL software were used to analyze the research data.
 
Results and discussion
Concerning the first hypothesis of the research, which states that service quality has a significant effect on tourists staying in Tehran, the path coefficient (0.41) has been estimated. Also, the value of the obtained T statistic is equal to 3.35 and is more than 1.96. Therefore, this path coefficient is
 
 
significant, and the hypothesis of the research is confirmed. it can be said that the quality of services has a significant effect on the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be said that tourism services are considered one of the main elements in the development of the urban tourism industry. Thus, paying attention, planning, and allocating the necessary budget in this field is an inevitable necessity in relation to the second hypothesis of the research, which states that the motivation to travel has a significant effect on the permanence of tourists in Tehran. The path coefficient (0.47) is estimated. The value of the obtained T statistic is equal to the obtained 3.55 and more than 1.96. So, this route coefficient is significant, and the hypothesis of the research is confirmed; it can be said that travel motivation has a significant effect on the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be said that Crompton related the motivation to travel to the driving factors to the need for travel and argues that these factors lead to the pulling factors that are related to the choice of destination. Many researchers agree on the issue that there is a connection between the main motivations or the reasons for the driving factors and the permanence of the destination. They have also noticed in their studies that the average permanence time is longer at the destination on trips to visit family and acquaintances. This result is generally obtained due to the lack of accommodation costs, which allows people to stay in the destination and prolong it with a similar budget and cost. In connection with the third hypothesis of the research, travel characteristics have a significant effect on the permanence of tourists in Tehran; the path coefficient (0.38) has been estimated, and the value of the obtained T statistic is equal to the obtained 9.95 and is greater than 1.96. Therefore, this route coefficient is significant, confirming the research hypothesis; it can be said that the trip's characteristics significantly affect the permanence of tourists in Tehran. In explaining the results of this hypothesis, it can be stated that Wu and Carson (2008) found in their studies that international travel has a positive relationship with the permanence of tourists compared to national travel. The type of accommodation has a direct effect on the length of stay of tourists, so accommodation in the homes of friends and acquaintances or free accommodation increases the length of stay of tourists while staying in hotels decreases the length of stay. Due to economic limitations, the durability also decreases with the increase in the size of the travel group.
 
Conclusion
The results of this research showed that service quality has a positive effect on tourist' retention; according to the value of the obtained path coefficient, which is equal to 0.41, based on the value of the obtained path coefficient, the impact of service quality on tourists' persistence is evaluated as average. Also, this variable can explain 16.8 percent of the dependent variable's variance, i.e., tourists' persistence. Among the other results obtained in this research was that travel motivation has a significant effect on tourist' retention. Also, according to the value of the path coefficient obtained, the travel motivation variable is able to explain 22% of the variance of the tourist retention variable.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.

Keywords

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urban tourism
Volume 11, Issue 2
August 2024
Pages 121-139

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