Evaluating the Impact of the Development of Tourism Infrastructure on the Retention of Nourooz Tourists in Sanandaj

A B S T R A C T
Urban tourism infrastructure plays a crucial role in developing the tourism industry. The optimization and proper management of these infrastructures enhance the overall experience for tourists and contribute to extending their stay at the destination. Sanandaj, recognized as the city of creative music and the Nowruz capital of the world, is one of the most popular tourist areas in Kurdistan Province, attracting many domestic and international tourists annually, especially during the Nourooz holiday period. However, the tourism infrastructure in Sanandaj has not been successful in effectively attracting and retaining tourists. Therefore, this study aims to investigate the impact of urban tourism infrastructure on the retention of Nowruz tourists in Sanandaj. Given the applied nature of the research, a mixed-methods approach (quantitative-qualitative) was employed. To this end, questionnaires consisting of 22 items on a five-point Likert scale were distributed among tourists during Nowruz 2024. The statistical population of this study includes tourists in Sanandaj, with a total population of 1,774,767 individuals. Using Cochran's formula, the sample size was calculated to be 384 participants, and to increase the accuracy of the analyses, a total of 410 questionnaires were distributed. Simple random sampling was also employed. The collected data were analyzed using multiple regression models in SPSS software. Additionally, in order to identify existing issues within the city, semi-structured interviews were conducted with tourists and performed face-to-face. The study results indicate that urban tourism infrastructure, particularly historical and cultural sites with a coefficient of influence of 0.316, plays a vital role in attracting and increasing the retention of Nowruz tourists in Sanandaj. In this regard, it is recommended that city managers strengthen and optimize these infrastructures, along with improving transportation and road conditions, to enhance the experience and satisfaction of tourists, ultimately leading to their extended stay in the city.
Extended Abstract
Introduction
Tourism is a multifaceted spatial and social phenomenon involving interactions between tourists, their environments, and others. Understanding tourism activities from a spatial perspective is crucial for identifying patterns of demand distribution and their impacts on urban areas. According to the United Nations World Tourism Organization (UNWTO), urban tourism has experienced substantial growth, with nearly a 30% increase from 2010 to 2019, in contrast to only about a 10% increase in non-urban tourism. This expansion can be largely attributed to the appeal of urban tourism infrastructure, vital in attracting and retaining visitors. Policymakers and stakeholders in the tourism industry are focused on increasing the attractiveness of destinations while ensuring sustainability. Creating a balance between economic, environmental, and socio-cultural impacts is essential for developing a more resilient and competitive tourism sector. The tourism industry can enhance local value chains and support sustainable practices by developing infrastructure that integrates historical sites, commercial spaces, and public services. Additionally, this infrastructure can optimize resource utilization and improve visitor experiences, ultimately fostering longer stays and encouraging return visits. Sanandaj, as the political center of Kurdistan Province, is known for hosting various events during Nowruz and attracting domestic and international guests. Despite these attractions, this city has faced challenges in effectively retaining tourists. Data reveals that cities such as Sarvabad and Marivan have longer tourist stays, with Sarvabad and Marivan accounting for 27% and 26%, respectively, while Sanandaj only represents 14% of tourist stays. This disparity highlights Sarvabad, Marivan, and Bana's comparative tourism appeal versus Sanandaj. Consequently, this research investigates the relationship between urban tourism infrastructure and its impact on tourist retention in Sanandaj during the Nowruz celebration.
 
 
Methodology
The research method used in this study is a mixed-method approach, combining quantitative and qualitative elements. The necessary information was gathered through library research and field-based data collection (questionnaires and interviews). The SPSS software version 27 was utilized in the data analysis process, and multiple regression analysis was employed.
 
Results and discussion
This research assesses the impact of tourism infrastructure on the retention of tourists in Sanandaj, employing regression analysis to reveal significant relationships. The strong correlation (R = 0.987) indicates that the examined variables can explain 97.2% of variations in tourist stays. Key findings highlight that cultural heritage sites, museums, and cultural activities significantly enhance tourist retention, with standardized regression coefficients of 0.316 and 0.311, respectively. Moreover, the quality of transportation services and restaurant offerings positively influences visitor satisfaction and length of stay, with transportation showing a coefficient of 0.082. However, issues such as inadequate public transportation and poorly maintained roads harm tourist experiences. Additionally, insufficient lighting at historical sites has been identified as a factor contributing to feelings of insecurity among visitors, impacting their overall satisfaction. The presence of disruptive land uses around these historical sites further detracts from the overall tourist experience. Interviews with tourists emphasize the need for diverse attractions, as Sanandaj currently lags behind neighboring cities like Baneh and Marivan, which offer more appealing market options. Overall, these results underscore the necessity for improved infrastructure and strategic stakeholder cooperation to enhance tourism sustainability and attract more visitors to the region.   
 
Conclusion
The results of this study indicate that among the key components, "cultural and historical sites" have the most significant impact on tourist retention, with a standardized coefficient of 0.316. These sites offer unique visitation experiences that greatly appeal to tourists. Additionally, "cultural activities," such as festivals and local events, have a coefficient of 0.311 and foster a sense of belonging, encouraging longer stays. However, interviews revealed that inadequate nighttime lighting in historical sites, such as the Kord House and Sanandaj Museum, generates feelings of insecurity among visitors. This suggests that improving the lighting could significantly enhance their satisfaction. Furthermore, the positive cultural contributions of "music" and "performing arts" were noted, with coefficients of 0.168 and 0.154, respectively. While "restaurant quality" and "shopping centers" have a lesser impact, they still play important roles in enhancing tourist satisfaction. Ultimately, enhancing transport infrastructure and diversifying attractions are crucial for increasing retention and positioning Sanandaj as a more appealing tourist destination. The poor condition of the roads and the lack of necessary infrastructure have caused a feeling of insecurity and dissatisfaction among tourists, and it indicates the need to improve the quality of public transportation and road infrastructure as effective factors for the stay of tourists. This research emphasized the importance of facilitating access to services and cultural attractions and stated the factors necessary for sustainable tourism development in Sanandaj city.
 
Funding
In this research, there is no funding support.
 
Authors’ Contribution
The authors were equally involved in the conception and writing of the work. The authors confirmed the content of the manuscript and agreed on all aspects of the work.
 
Conflict of Interest
The authors declare that there was no conflict of interest in this study.
 
Acknowledgements
The authors are grateful to those who have contributed to the improvement of this article through their scientific recommendations.