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Paper Information

Journal:   JOURNAL OF SOCIAL STUDIED IN TOURISM   fall 2018-winter 2019 , Volume 6 , Number 12 ; Page(s) 47 To 70.

Social Capital and Loyalty of Pilgrims from Isfahan to Sarshur Neighborhood in Mashhad

Author(s):  Eidgahian Neda, AZIMI HASHEMI MOZHGAN*
* Institute of tourism research, ACECR Khorasan Razavi, Iran
A tourist behavior in the destination forms as a meaningful behavior in the form of a social action, of which relationship with others is the most important element. Through the description and analysis of the type and frequency of tourist relationships, and social capital resulting from them, one can predict a tourist behavior, attachment, and loyalty to the destination. This study examined the effect of the relationship network among pilgrims from Isfahan in the host community on their loyalty to Sarshur neighborhood in Mashhad. This research followed the survey method. In 2016, 150 pilgrims from Isfahan were selected during the day of Arbaeen and the week following it. Results showed that the average size of the relationship network of Isfahan pilgrims in Sarshur neighborhood was 2. 11 People (range: 0 to 9). The average of the general index of Isfahan pilgrims‟ attachment to Sarshur neighborhood was 4. 31 (range: 3. 06 to 5) and the loyalty index was 4. 43 (range: 1 to 5). The results of the model of structural equations by AMOS software showed that two causal ways used in this model can explain 80% of the loyalty variance of Isfahan pilgrims. The social capital of the relationship network among Isfahan pilgrims in this neighborhood increased their attachment. This attachment (through increased satisfaction) caused an increase in tourists‟ loyalty.
Keyword(s): social capital,tourist‟s social relationships network,tourist‟s loyalty,satisfaction of the destination,attachment to the destination
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