Document Type : Research Paper
Abstract
The purpose of this study was to analyze the factors affecting the place attachment of tourists and the oral advertisement of the destination in visiting the equestrian event of Gonbad Kavous. This research is of descriptive-correlation type. 324 people were selected as a simple statistical sample from the tourists present at the Gonbad Kavous Equestrian sporting event in the fall of 2019. In this study, the standard questionnaires of Jin et al. (2012, 2015) Ghorbanzadeh and Saeidnia (2019) Lee et al. (2011, 2013) were used and their validity was confirmed by 10 experts. Measure its reliability using Cronbach's alpha correlation coefficient and hybrid reliability. Data analysis was performed by structural equivalence method using Smart PLS software. The results showed that the variables of event experience quality with a coefficient of determination of ( ) 0.605, satisfaction with 0.582, quality of services with 0.515, respectively, had the greatest effect on tourists' place attachment and variables of quality of event experience with ( ) 0.585, Satisfaction 0.576, quality of services with a coefficient of determination of 0.494, respectively, can have the greatest impact on the oral advertising of tourists. The results showed that sporting events strengthen the place attachment and verbal advertising of tourists to the destination.
Keywords
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