Identifying the factors influencing the choice of urban tourism destination in Coastal areas(Case study: Astara city)

Document Type : Original Article

Authors

1 Associate Professor of Department of Geography and Urban Planning, Faculty of Literature and Humanities, Gilan University, Rasht, Iran

2 PhD student of geography and urban planning, Tabriz University, Aras International Campus, Iran

3 Ph.D. student, Department of Geography and Urban Planning, Faculty of Humanities, Islamic Azad University, Research Sciences Unit, Tehran, Iran.

4 PhD student, Department of Geography and Urban Planning, Faculty of Humanities, Islamic Azad University, Research Sciences Unit, Tehran, Iran

Abstract

Context and Purpose: The present study was compiled with the aim of identifying and measuring the factors influencing the choice of urban tourism destinations in coastal areas. This research is applied in terms of purpose, and in terms of data collection, it is survey and correlational.
Design/methodology/approach: The statistical population is the tourists who were available in the tourist places of Astara city in Gilan province in August 2017. The validity and reliability of the questionnaires were checked and SPSS and non-parametric statistical tests were used to analyze the data.
Findings: According to the research findings, the effect of brand association on destination choiceTourism, path coefficients of 0.89 were obtained, which shows the positive effect between these factors. According to the T statistic (19), it is significant at the 95% level, and this point indicates that perceived quality explains the choice of tourist destination by 0.76. The linear relationship between the components is significant (p ≤ 0.000) The analysis of the regression equation also shows that among the factors influencing the choice in the tourist destination, respectively, the perceived quality of the destination brand (p = 0.0518, β = 4.01) and the association of the destination brand ( p = 0.0356, β = 2.06) have the greatest effect in the tourist destination.
Conclusion: The results showed that there is a significant relationship between the effective factors in the tourist destination. Perceived quality is the main factor in choosing a tourist destination and has a significant impact on other brand dimensions. The perceived quality index in the tourist destination directly affects the choice of the tourist destination.

Keywords

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Tourism and hospitality marketing research
Volume 1, Issue 1 - Serial Number 1
Autumn and Winter
November 2023
Pages 39-56

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