Investigating the effect of cultural events and mental conflict on the image and intention to visit the destination among tourists in Sarab-e Meymeh township of Dehloran City

Document Type : Original Article

Authors

1 Management Department, Payame-Noor University of Ilam, Ilam, Iran

2 Management Department, Islamic Azad University of Yazd, Yazd, Iran

3 MSc in Business Management, Islamic Azad University, Tehran Central Branch, Tehran, Iran

10.22080/jimm.2021.20464.1007

Abstract

Due to the undeniable role of tourism in the development process of the country, managers of the tourism industry are always faced with the challenge of attracting tourists and gaining their satisfaction and loyalty. The image of the destination is one of the components that has a great impact on the tourist's decision and the behavioral consequences of his trip. The purpose of this study was to investigate the effect of cultural events and mental conflict on the image and the intention to visit the destination among tourists in Sarab-e Meymeh. The statistical population of this study consisted of tourists in Sarab-e Meymeh township of Dehloran City in the spring of 1398, which due to the unknown of the number of tourists in the region, the sample size was selected 385 people, which is the highest sample size. The present study is operational in terms of purpose and with a survey nature of correlation is based on structural equations. The required data was collected using a questionnaire tool. The questionnaire was acceptable in terms of validity and reliability. The results of data analysis using structural equation method with Smart Pls software showed that cultural events and mental conflicts have a positive and significant effect on the image and intention for visiting the destination among tourists in Sarab Meymeh. In fact, a good general image and the intention for visiting again the Sarab-e Meymeh township requires attention to the brand of the event, structural components, cultural events, brand of the place, tourist mental engagement, general image, cognitive image and emotional image of the destination. Tourism managers and marketers must pay special attention to these fundamental and important factors.

Keywords