The Role of Experience-based Marketing Strategics on ecotourists Loyalty (Case Study: Ecotourism in Kurdistan Province)

• Main Authors: Abedin Pouya, Mansour Irandoust, Heresh Soltanpanah
• Format: Article
• Language: fas
• Published: University of Kurdistan 2020-05-01
• Series: مطالعات رفتار مصرف کننده.
• Subjects: experience-based marketing strategics; loyalty; ecotourism; kurdistan province
• Online Access: http://cbs.uok.ac.ir/article_61510_b1b5ab35109bf595d407ef08f1066f82.pdf
• ISSN: 2717-0004; 2717-0012

Today, ecotourism, as one of the most unique and growing species of tourism, has become one of the most important economic sectors in this area, which if taken seriously, can play an important role in sustainable local development and earn money for many From developing countries. In this regard, the present study examines the impact of experience-based marketing strategies on the loyalty of ecotourists. This research is analytical-survey and its data is selected in a sample of 98 individuals of Ecotourists in several Ecotourism trips in Kurdistan Province using available sampling method. The required data were collected by distributed questionnaires, and in order to analyze the data, first, the reliability and validity of each of the model structures were examined. Finally, the hypotheses were analyzed using nonparametric test of phi and cramer v has taken. The results of the study showed that the Experience-based Marketing Strategics in ecotourism, namely, perceived service strategies for experience creativity, perceived price of services, perceived interactions of people involved in the provision of services, perceived physical attractiveness of services and perceived processes of service with loyalty of the ecotourist has a significant relationship. But there is not a meaningful relationship between the perceived service promotion Strategy and the ecotourist loyalty.