Measuring the Effect of the Performance of Security Components of Tourism Destinations on the Satisfaction of Foreign Tourists in order to Sustainable Development of Tourism Industry in Shiraz Metropolis

Document Type : Research Paper

Authors

Department of Geography, Faculty of Humanities and Social Sciences, Yazd University, Yazd, Iran.

Abstract

Destination security and tourist satisfaction are important variables to identify the performance of tourist destinations, and discover the relationship between these two factors is necessary to achieve sustainable tourism development. Therefore, the main purpose of this study is to investigate the effect of security dimensions on the satisfaction of foreign tourists in Shiraz. The present study is applied in terms of purpose, practical and according to nature and method; it is descriptive. The required information was collected based on the documentary and field (questionnaire) method. The statistical population of the study is foreign tourists visiting the city of Shiraz in 2019. The sample size was estimated to be equal to 200 tourists according to the Cochran’s formula and a simple random method was used to distribute the questionnaire. Collected data based on descriptive and inferential statistics methods have been analyzed. Findings showed that political security with a coefficient of 0.65, social security with a coefficient of 0.33, cultural security with a coefficient of 0.38 and economic security with a coefficient of 0.20 have a positive and direct effect on the satisfaction of foreign tourists in Shiraz. Also, political security with a coefficient of 0.34, social security with a coefficient of 0.28, cultural security with a coefficient of 0.21 and economic security with a coefficient of 0.28 have an indirect effect on the mediating role of length of stay on the satisfaction of foreign tourists in Shiraz. The general effect of security components on the satisfaction of foreign tourists in Shiraz is such that the most effect is political security with a coefficient of 0.99 and then social security with a coefficient of 0.61, cultural security with a coefficient of 0.59 and the least effect has economic security with a coefficient of 0.48.
 
Extended Abstract
1-Introduction
The success and sustainable growth of tourism depends on the proper performance of many elements and factors closely linked. In tourism issues, tourists' satisfaction with the sustainability pillars of the industry is always known. Satisfaction is a particuarly important concept being investigated in relation to safety and security perception. Safety and security have always been indispensable condition for travel and tourism. But it is an incontestable fact that safety and security issues gained a much bigger importance in the last two decades in tourism. Due to terrorist acts, local wars, natural disasters, epidemics, and pandemics, security has significantly decreased. Security is, perhaps, the single most important determinant of a destination’s allure Hence, all destinations strive to present themselves as paradises. However, the painful reality is that tourists fall victim to crimes on a daily basis. Therefore, the main purpose of this study is to investigate the effect of security dimensions on the satisfaction of foreign tourists in Shiraz.
 
2-Materials and Methods
The present research is applied in terms of purpose and descriptive survey based on the nature and method. Data was collected in the field through a questionnaire. The statistical population consists of foreign tourists in Shiraz in 2019. The sample size according to Cochran's formula was estimated to be equal to 200 tourists. Indicators related to the variables were extracted from the theoretical foundations of the research and related sources; and a questionnaire was designed. The validity of the questionnaire was confirmed by experts through content validity method and formal type. Also, the reliability of the questionnaire was calculated equal to 0.867 using Cronbach's alpha (general) method. A simple random method was used to distribute and complete the questionnaire. To analyze the data collected from EQS software, descriptive statistical methods (percentage of personal information and tourism) and inferential (one-sample t-test, modeling of structural equation (confirmation factor analysis and path analysis ») has been applied.
 
3- Results and Discussion
Findings showed that political security with a coefficient of 0.65, social security with a coefficient of 0.33, cultural security with a coefficient of 0.38, and economic security with a coefficient of 0.20 have a positive and direct effect on the satisfaction of foreign tourists in Shiraz. Also, political security with a coefficient of 0.34, social security with a coefficient of 0.28, cultural security with a coefficient of 0.21, and economic security with a coefficient of 0.28 have an indirect effect on the mediating role of length of stay on the satisfaction of foreign tourists in Shiraz. The general effect of security components on the satisfaction of foreign tourists in Shiraz is such that the most effect is political security with a coefficient of 0.99 and the least effect is economic security with a coefficient of 0.48. The results also showed that the level of security in Shiraz is higher than the average from the perspective of foreign tourists with an average of 3.49. Among the dimensions of security, the level of political security with an average of 3.73, the level of social security with an average of 3.75 and the level of cultural security with an average of 3.87 is above average. But the level of economic security with an average of 2.71 is below average. The general satisfaction of foreign tourists in Shiraz with an average of 4.26 is above average and in other words at a desirable level.
 
4- Conclusion
The results of study showed the need to pay more attention to the role of security as an important parameter in the tourism boom of Shiraz. Given the positive impact of all dimensions of security on the satisfaction of foreign tourists of Shiraz, as well as the level of security of Shiraz and the satisfaction of foreign tourists, while maintaining current desirable situation, some actions should be carried out to increase the level of variables, including economic security as well as improving other aspects of security. In the field of economic security, creating a currency account for foreign tourists in branches of domestic banks due to lack of connection to the global banking system and cruel sanctions; In the field of political security, strengthening defensive and deterrent actions in the field of war and terrorism; In the field of social security, the creation of a tourist police to feel the security of tourists and address the problems and complaints of tourists; In the field of cultural security, the activities of the relevant institutions in this area to culture the way native people deal with tourists can be effective in boosting the security of Shiraz and the satisfaction of foreign tourists and thus sustainable tourism development of Shiraz.

Keywords

References

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