The Impact of the Perceived Value of Tourism Events on Loyalty to the Tourist Destination  (A Case Study of Zanjan City)

Hajialiakbari, Firoozeh; Salmanmohajer, Sanaz

doi:10.22034/toc.2025.455145.1156

The Impact of the Perceived Value of Tourism Events on Loyalty to the Tourist Destination (A Case Study of Zanjan City)

https://doi.org/10.22034/toc.2025.455145.1156

Volume 5, Issue 19
Winter 2025

Pages 36-43

Document Type : Review Article

Authors

Firoozeh Hajialiakbari ¹

Sanaz Salmanmohajer ²

¹ Assistant Professor in Marketing Management, Department of Management, Zanjan Brach, Islamic Azad University, Zanjan, Iran.

² M.S. in Marketing Management, Department of Management and Economics, Faculty of Humanities, Zanjan Brach, Islamic Azad University, Zanjan, Iran.

Abstract

Recent research in the field of tourism has not paid much attention to the overall effects of the events industry. Therefore, the main objective of this study is to propose a solution to attract more tourists to Zanjan city, increase their interest in visiting it, and enhance its ranking as a tourist destination. This research is practical in terms of its objective and falls under the category of descriptive-analytical research. This study employed a survey-based method. The statistical population of this research consisted of tourists visiting the Ash Festival and exhibitions in the Caspian region of Zanjan city, with a sample size of 384 who were randomly selected using Cochran’s formula. The data collection tool was a standardized questionnaire developed by Xu et al. (2016). The validity of the questionnaires was confirmed through face validity and factor analysis, and their reliability was confirmed with a Cronbach’s alpha coefficient of 0.841. Descriptive and inferential statistical methods were used for data analysis. Descriptive analyses were conducted using SPSS version 24, while inferential analyses and hypothesis testing were performed using Lisrel software. The results of the study indicate that the perceived value of events has a positive effect on the perceived value of travel, and similarly, the perceived value of travel has a positive effect on loyalty to tourist destinations.

Keywords

Perceived value

Tourism event

Perceived value of travel

Event strategies

Destination loyalty

Subjects

tourism

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