Tourists' Satisfaction with and Loyalty to Shopping Experience: A Socio-Demograhic Analysis

In tourism literature, satisfaction with and loyalty to shopping experience, based on socio- demographics, have never been analyzed and discussed. The purpose of this study is to evaluate tourists satisfaction with and tourists loyalty (recommendation, decision to return, and positive word of mouth) to shopping experience based on the socio-demographics (gender, age, education level, income, and occupation). The destination of the study was El-Golu Park in Tabriz. Results indicated that tourists experienced different levels of satisfaction with stores and accessibility to the Park, so that the most important factors affecting the satisfaction were attractiveness, safety, sellers' respectful behavior, comfort of public vehicles, parking facilities, and transportation fee. Results also showed that age and income were not significantly associated with tourists' satisfaction. Finally, results suggested that the education level affected recommending, decision to return and positive word of mouth negatively and significantly. Conclusions from this analysis will also help decision takers to plan educational, monitoring and marketing programs for the Park.