Investigation on the relationship Of service Quality On Tourist Satisfaction and Loyalty: Case Study of Ardabil County

Abstract

The objective of this study is to investigate tourist᾿ satisfaction of the Ardabil County tourism  Service Quality using KANO model. In this case, Ardabil County was chosen as a distination (Ardabil County covers an area 3810 km2 in the north west of  Iran). In order to assessment of tourist satisfaction of the Ardabil County tourism  Service Quality, using KANO model,Guestionnaire as survey instrument, was used. The validity and reliability of the survey was based on content validity, and Cronbach᾿s Alpha value in SPSS Version 20. In total, 384 by sampling method were  distributed among tourists in the summer. Evaluation of tourist᾿ satisfaction in KANO model also indicated the tourists from One Dimensional with satisfaction coefficient (0.731) are the most satisfaction. Also the least amount of tourists' satisfaction fom Ardabil County tourism  Services Quality is related to Basic needs with satisfaction coefficient (0.337). Moreover, the results signified the Ardabil County tourism Service Quality affect positively and significantly touriists᾿satisfaction. Furthermore, this study is presented the change in strategies investors, attendants and markers to planning for increasing the  tourists satisfaction in the Ardabil County.