![]() Of interest is the second Logistic Regression with dependent variable: Word of Mouth of the repeat visitor to Athens for visiting the city, which revealed two statistically significant independent variables: Satisfaction from price of trip and the Sunny Natural Environment of Athens and Greece. Logistic Regression with Dependent variable: Loyalty of tourist visitor to Athens, which revealed the following statistically significant independent factors which influence positively loyalty to destination: Satisfaction from price of trip, Cleanness of Athens, Prices of products and Services, Historical Monuments and Natural Beauty. The sections on Image of Athens and Greece had Cronbach's Alpha coefficients 0,713 and 0,71 respectively. The second (EFA) about Image of Greece obtained during a visit revealed two factors (a) Historical Monuments and Culture (b) Natural Environment and Entertainment. (b) Historical Monuments, Weather and the Mediterranean cuisine and (c) Quality of city's accommodation and other services. The first (EFA) about Image of Athens revealed three factors: (a) The Natural Environment and Behavior of city's population towards tourists. Exploratory Factor Analysis (EFA) of the Image of Athens and Image of Greece, obtained during a tourist's visit, respectively. The methods of analyzing the data were I. The questionnaire included sections about satisfaction from Athens, Image of Athens, Image of Greece, Loyalty to Athens as a destination, Word of Mouth for travelling to Athens, Demographics and questions about intention for repeat tourist visits to Athens. ![]() A sample survey was carried out among the members of a random sample of 461 tourists to Athens. The objective of the paper is to identify the predictive factors of a tourist's loyalty to the tourist destination of the capital of Greece, Athens. Therefore, the findings are important for city managers in order to be able to take actions which increase the loyalty to, and competitiveness of, the city compared to other similar destinations with heritage sites. In addition, the following areas for improvement have been identified: improvement of the information about the destination, improvement of waiting times and the professionalization of specialized tour guides at heritage sites. In the case of Córdoba, the research has proven that visitor loyalty depends on visitor satisfaction with the destination, which depends on the perceived quality and value of the visit. Includes their expectations for the trip, expected quality of the destination, satisfaction with the destination, and how these affect visitor loyalty to the city, because it is important to get the visitor to recommend, and return to, the destination. ![]() The management of any World Heritage City needs to know about the visitors’ experience at the destination, which A questionnaire was given to a sample of 428 tourists who visited the heritage sites in Córdoba. This study used the SPSS AMOS software with a model of structural equations to evaluate the proposed hypotheses. The aim of this research is to study visitor loyalty at a destination with heritage sites and to use the results to improve the competitiveness of the destination.
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