The effect of protective measures against Covid-19 on behavioral loyalty with the mediation of attitude, perceived value and satisfaction of customers
Subject Areas :fatemeh dadmand 1 * , هادی مولودیان 2 , Mehrnoosh Sadat Hosseini Haghighi 3
1 - Department of Management, Faculty of Management, Payame Noor University, Tehran, Iran.
2 -
3 - Payame Noor University (PNU), Tehran, Iran
Keywords: Ecotourism, protective measures against covid-19, perceived value, satisfaction, behavioral loyalty.,
Abstract :
The tourism and hospitality industry has also been severely affected by the Covid-19 pandemic, and most countries have experienced a decrease in tourism revenue (Hao et al., 2020). During 2020, Iran's tourism industry has also faced a negative growth of 45% (IRNA, 1401). Since tourism is a service industry and the nature of services is intangible and based on the tourist's experience of the destination, therefore, tourists and customers' perception of a destination is considered an important factor in choosing it. The choice of a tourist destination is based on the consumer's perceptions of the various aspects of that destination and it may not be real. These ideas are formed as a result of people encountering information related to the destination and processing that information. Therefore, customers store this information in the form of a mental image of that destination in their memory, and if people have a positive mental image of a destination, they will have a stronger intention to travel to that destination and vice versa (Jalali et al., 1400). Therefore, currently, information about the manner and extent of protective measures against Covid-19 plays an important role in people's decisions to attend residential centers. On the other hand, customer satisfaction is generally considered an important determinant of repeat visits, positive word of mouth, and customer loyalty (Rio and Hahn, 2010). Loyalty is a kind of positive attitude towards a product that arises from repeated use of that product. The reason for creating loyalty can be considered psychological processes (Dehghani et al., 2012). Therefore, considering the importance of the subject, the present study was designed and implemented with the aim of investigating the impact of ecotourism protective measures against Covid-19 on the satisfaction and behavioral loyalty of their customers. In addition, in this research, the effect of these measures on the attitude and perceived value of customers of ecotourists has also been investigated. Methodology The current research is applied in terms of purpose and descriptive and survey in terms of data collection. Data collection in the present study was done using standard questionnaires. This questionnaire is designed as a closed-ended Likert scale of five points. The statistical population of the current research included customers from 11 ecotourism sites in Neishabur city; therefore, using Cochran's formula, the number of statistical samples for the current research is equal to 385. Of course, due to the possibility of faulty and ineffective questionnaires, the number of distributed questionnaires was equal to 400. Stratified random sampling method is used for sampling in this research. SPSS and PLS software were used to analyze the research data. Discussion and Results The results of structural equation analysis have shown that there is a positive and significant relationship between protective measures and attitude, perceived value and satisfaction of customers at the 95% confidence level. These findings are in accordance with the findings of Ontaro Vahan (2021), Rahmavati, (2013) and Han and Hyun, (2017). In addition, the mediating role of the perceived value, attitude and satisfaction of customers in the impact of protective measures on the loyalty of customers was investigated, and the results of this section showed that the effectiveness of these three components as mediators was confirmed. Finally, the impact of protective measures on behavioral loyalty has been investigated, and the results of this research showed that these measures have a positive and significant effect on the behavioral loyalty of customers. These findings of the present study are consistent with the findings of Han and Hyun, (2017). Conclusion Since there is a direct and meaningful relationship between the protection measures and the perceived value, attitude and satisfaction of ecotourism customers; By increasing their protective measures in the ecotourism space, resorts can assure their customers that the protective measures taken against Covid-19 will keep them safe during their stay. Of course, in order to achieve better results, ecotourism should tell customers about their practical actions in the field of adopting protective measures on virtual pages, in which case customers will feel more secure and their attitude towards ecotourism will improve, and this will eventually It will also bring the satisfaction and loyalty of customers. According to the results of the independent sample t-test, it can be acknowledged that ecotourism customers had similar opinions regarding the various dimensions investigated in this research. Therefore, by implementing the above recommendations, it is easy to improve the behavioral loyalty and satisfaction of ecotourism customers.
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