Interpret Influencing Factors on Return Intention of Tourist, in Rural Tourism Destination Management

Abstract

Purpose-Aim of this study was to interpret the effect of perceived quality and perceived value on tourists’ loyalty by mediation of satisfaction and destination image in the three tourism target villages of Yazd province (Located in central Iran). Design/methodology/approach- Present study is an applied research with respect to the objective and the type of research is descriptive correlation. Population of the study consists of all incoming tourists to three villages of tourism target of Yazd province (Kharanagh, Saryazd and SadeghAbad). Participants were 200 visitors to three villages of Yazd Province that were selected with using the convenience sampling method. They all completed the perceived quality, perceived value, satisfaction, destination image and loyalty scales in questioner. Data were analyzed with using the path analysis model (LISREL software). Finding- the results show that there are a positive and significant relation between tourist`s loyalty and perceived quality, between tourists 'loyalty and perceived value, between tourists 'loyalty and destination image and between tourists 'loyalty and satisfaction; also perceived quality and perceived value have a direct, significant and meaningful effect on tourists' loyalty. Perceived quality by mediation of destination image has an indirect effect on tourists 'loyalty; perceived quality by mediation of satisfaction has an indirect and meaningful effect on tourists 'loyalty; perceived value by mediation of destination image has an indirect effect on tourists' loyalty; perceived value by mediation of satisfaction has an indirect and meaningful effect on tourists' loyalty.