The effect of marketing constructs and tourists’ satisfaction on loyalty to a sport destination : A structural equation model and analysis

Purpose – The purpose of the current study is to explore complicated structural relationships among the variables of tourists’ perceptions of quality and the value of a sport tourist destination and their satisfaction level and loyalty that are vital for successful destination marketing and management. Design/methodology/approach – A survey was used to collect data from a sample of 570 sport tourists who traveled to Nowshahr and Chalous cities in Iran during September 2012. These data were gathered by convenience sampling method and analyzed using a structural equation model (SEM). Findings – The results of the SEM revealed that tourists’ perceived quality and perceived value have a significant impact on their satisfaction. Further, tourists’ satisfaction had a positive and significant effect on the level of their loyalty. Practical implications – Findings of the current study contribute to a better perception of behavioral mechanisms and incentives and provide an acceptable basis to improve tourism industry in both regional and national levels. Originality/value – This is the first such study of the Iranian sports sector.