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Open Access Article
1 - A Managerial Examination of the Successful Parameters in the B2C Business
shila mosammami mahmood moradi Asadollah ShahbahramiCurrently, Electronic Commerce (EC) is a dynamic channel for trading. Because proposed simplicity and speed are competitive advantages which traditional organizations are unable to compete with them and thus not only individuals but also governments need its presence. A MoreCurrently, Electronic Commerce (EC) is a dynamic channel for trading. Because proposed simplicity and speed are competitive advantages which traditional organizations are unable to compete with them and thus not only individuals but also governments need its presence. According to our study, the success of an EC system is arranged by 3 different categories named: Technical Characteristic View, Psychosocial Characteristic View and Managerial Characteristic View. But the managerial characteristic view is going to be argued in this research. Statistical population in this research has been 344 students of university of Guilan and their shopping behavior has been collected with offline and online questionnaires in a limited period of time. Consequently, extracted knowledge for further researches is argued in the following sections. Manuscript profile -
Open Access Article
2 - Model to improve banking by Using customer knowledge management and Mobile Banking and Its Impact on Customer Loyalty
narges rezaei malekWith progress of communication technology in the past two decades, use of ICT has become a success factor in the world of competition. To increase competition in the banking industry of Iran, many banks are willing to offer a unique service to their customers. Investmen MoreWith progress of communication technology in the past two decades, use of ICT has become a success factor in the world of competition. To increase competition in the banking industry of Iran, many banks are willing to offer a unique service to their customers. Investment of private banks has concentrated on the presenting special services. That has led to more successful in attracting and retaining customers. To evaluate the influencing factors on banking services improvement, information technology and knowledge management as key factors were identified. This paper is to identify the most effective indicators to assess the impact of knowledge management and information technology for improving customer service of bank on customer satisfaction.180 experts of Bank Mellat is selected as population. Sample size was calculated by using a random sampling method. 130 samples were obtained but 120 questionnaires Were returned. Data were collected through questionnaires. In order to analyze the data from the structural equation modeling and LISREL software was used. In order to ensure the accuracy of the results and sensitivity analysis, regression analysis were applied. Finally, the results show that the customer knowledge management and mobile banking have positive effect on performance of banking service, and improving this kind of services have positive effects on customer satisfaction. Manuscript profile -
Open Access Article
3 - A model for improving banking services using customer knowledge management and mobile banking and examining its impact on customer loyalty in Bank Mellat
narges rezaei Mohammad rezaeiWith the development of new communication technologies, the use of information technology has been proposed as a success factor in developing organizations. One of the most important industries that must adapt to technological changes is the banking industry. The practi MoreWith the development of new communication technologies, the use of information technology has been proposed as a success factor in developing organizations. One of the most important industries that must adapt to technological changes is the banking industry. The practical capabilities of some private banks in attracting and retaining customers have made them a top priority for investment. The purpose of this study is to investigate the effect of customer knowledge management and mobile banking on improving banking services and customer loyalty. Bank Mellat was selected as a statistical population with 180 service management experts and 130 simple questionnaires were distributed among the sample using simple random sampling. 120 acceptable questionnaires were referred. Structural equation model was selected for data analysis. The results indicate the positive and direct impact of knowledge management and mobile banking on improving the services provided and customer loyalty. Manuscript profile -
Open Access Article
4 - Investigating the effect of Electronic Customer Relation Management (E-CRM) on organizational innovation in government service organizations (Case study: Semnan government counter offices)
Atefeh Falllah Seyed Mohammad Hassan Hosseini Mohsen LotfiIn nowadays competitive environment, achieving a competitive advantage is one of the main concerns of managers of organizations. In this way, creating innovation in products and services is one of the effective approaches in achieving a competitive advantage. This study MoreIn nowadays competitive environment, achieving a competitive advantage is one of the main concerns of managers of organizations. In this way, creating innovation in products and services is one of the effective approaches in achieving a competitive advantage. This study aims to examine the role of electronic customer relationship management (E-CRM) and customer loyalty on organizational innovation with the mediating role of customer knowledge management. Therfore, the present study is considered an applied and descriptive research of the correlation type. In order to collect the required data, a standard questionnaire was used, and to verify the validity and reliability of the questionnaires, divergent validity, Cronbach's alpha indices, factor loading, and composite reliability were used, respectively. The statistical population of this research is 350 employees of Semnan province government counter offices. The number of 183 people was determined as the sample of the reseach using Cochran's formula considering the error of 0.05. The required data was collected in the second 6 months of 2019. Data analysis was done using the structural equation approach and SPSS and SMART-PLS software. Based on the results of the research, electronic customer relationship management has a positive and significant effect on the three variables of customer loyalty, customer knowledge management, and organizational innovation. In addition, the result shows the positive impact of customer knowledge management and customer loyalty on organizational innovation. Also, the mediating role of customer knowledge management in the effect of the role of managing electronic communication with customers and customer loyalty on organizational innovation is quite meaningful. Due to the impact of E-CRM on organizational innovation, it is necessery for the related managers and officials of government service organizations to implement or upgraded the electronic customer relationship management systems to use advantage of such these systems for innovation in their organization Manuscript profile -
Open Access Article
5 - Designing a profitability model for the end user from the perspective of technology entrepreneurs with a mixed method in the Iranian software industry
Reza Hatamian naser azad Abdullah NaamiUser Relationships Management (URM) is a management approach to maintaining successful relationships with customers and users over time in order to keep the user profitable. The aim of this study is to design a profitability model for the end user from the perspective o MoreUser Relationships Management (URM) is a management approach to maintaining successful relationships with customers and users over time in order to keep the user profitable. The aim of this study is to design a profitability model for the end user from the perspective of technology entrepreneurs in the software industry of Iran with a mixed method. The statistical population includes all technology entrepreneurs those who work as analysts and programmers, system support, professional users, managers and marketers in the software industry. Using the Cochran's formula, 132 people were selected as statistical samples. To collect the data, a researcher-made questionnaire consisting of 51 items was used, the formal and content validity of which was confirmed by 30 experts and its reliability in a preliminary test with 30 subjects for all variables studied above 0.7. It came to an acceptable level. To analyze the data, descriptive statistical methods with SPSS software and inferential statistics were used to model structural equations in Smart PLS software. The findings showed that sales promotion factors on social value, product social value on product emotional value, product performance value on product economic value, product economic value on user satisfaction factors, product emotional value on user satisfaction factors, user satisfaction factors on loyalty and loyalty The user affects the user's profitability. But the product social value does not affect the product economic value. Manuscript profile -
Open Access Article
6 - Studying the Impact of Brand Equity, Brand Experience, Brand Satisfaction and Brand Trust on Brand Loyalty (Case: ECCO Customers)
ابوالقاسم حکیمیپور حامد بزرگخوIn today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maint MoreIn today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maintaining and developing business functions. According to competition level in market, a powerful brand helps companies to distinguish themselves. In addition it can be said that brand is the main capital of many businesses and in this today’s world if we can take of the credible brand, loyalty of customers whom are determinants of long term profitability will be guaranteed. It is clear that brand loyalty influence by different factors. In this research the impact of previous experiences, satisfaction, trust (Sahin & et.al, 2012) and brand equity (Louis and Lombart, 2011) on brand loyalty were examined. Conceptual model were analyzed using Structural Equation Modeling (SEM) technique. Sample size was set to 244 using Cocran’s formula with %95 confidence level and sampling process done in ECCO branches (5 branch in Tehran). Finding of research indicate that among effecting factors of brand loyalty, path coefficient of previous experiences were highest and all hypothesizes were supported. Manuscript profile -
Open Access Article
7 - Explaining a model for sacrifice based on customer experience in the hotel industry (four and five stars in Shiraz)
jahanbakhsh rahimi baghmalek seyed abolghasem mira Mohammad HaghighiThe purpose of this study was to explain the loyalty model based on customer experience in the tourism industry, especially in the hotel industry, in order to conceptualize loyalty, to examine how the factors of the loyalty model based on customer experience on each oth MoreThe purpose of this study was to explain the loyalty model based on customer experience in the tourism industry, especially in the hotel industry, in order to conceptualize loyalty, to examine how the factors of the loyalty model based on customer experience on each other and practical solutions to improve the customer loyalty process in the service sector Especially hospitality. In this research, using the exploratory hybrid design, the concept of loyalty of conceptualization and in the form of a model, the process is explained and extracted. In the first research, the foundation data strategy was used in the form of open, axial and selective coding in the first stage of the design of the model.For this purpose, raw data of deep interviews was gathered with 25 managers, experienced clients and university professors..The results of this research phase, the explanation of 21 categories in 8 categories, describe the quality of hotel staff, the quality of the environment and physical space of the hotel, the quality of hotel service functions, empirical marketing, internal marketing, relationship marketing, customer development, customer empowerment , Tourism industry capabilities, customer perceptions and expectations of the services and provider, multiple value creation for customers, customer reset, customer support from the hotel brand, profit making, improved communication capabilities with customers, increased forecasting power in Future, upgrading service quality, reducing competitors' threats, improving brand credibility, improving quality of service Life, economic and social capital that model paradigm is presented. Manuscript profile -
Open Access Article
8 - Assessing the impact of passion on social media on intention of revisit tourists with a mediating role of customer interaction with customer (Case study: Tourists of Isfahan city)
Yazdan Shirmohammadi Ramadan Gholami Awati Maryam Mohammadi MoghaddamToday, social media has become an opportunity for organizations and tourism destinations and regarding to the importance of Customer Loyalty, Organizations are always looking for ways to reach this kind of customers. Including; Customer-to-customer interactions are very MoreToday, social media has become an opportunity for organizations and tourism destinations and regarding to the importance of Customer Loyalty, Organizations are always looking for ways to reach this kind of customers. Including; Customer-to-customer interactions are very important to marketers. To the extent that some researchers believe that positive interactions between customers with each other is one of the most effective and efficient ways to create loyalty to the organization. The present study seeks to evaluate the impact of passion on social media on the intention to revisit tourists with the mediating role of customer interaction with customer. The present research is practical in terms of purpose and descriptive survey in terms of method. The statistical population of the study is the tourists of Isfahan City in the first six months of 1398, whose number was estimated to be 210 by simple sampling method and through Cochran's formula. A researcher-made questionnaire was used in order to gathering information. Statistical analyzes were performed using SPSS and Amos software and the regression method was used in the hypothesis path analysis test. The findings show that, in general, the desire to work on the Facebook social media affects the intention of visiting tourists. And when the mediating role of the interaction of the tourist with each other is also considered, this effect still exists and in some cases this effect will be even greater. Among the research components; Customer satisfaction, perceived enjoyment, sense of usefulness and extraversion has a greater impact on the tourist's revisitability. Manuscript profile -
Open Access Article
9 - Investigating the Factors Affecting Customer Loyalty with a Focus on Brand Personality (Case Study: Bank Mellat Isfahan Branches)
Hamid Reza Ahghaghi Mohammad Ghasemi Namaghi Ali HosseinzadehListed the brand as one of the most valuable assets of any company. The higher the brand value in the minds of customers, the more benefits a company can gain from its customers. The purpose of this study was to investigate the factors affecting customer loyalty with a MoreListed the brand as one of the most valuable assets of any company. The higher the brand value in the minds of customers, the more benefits a company can gain from its customers. The purpose of this study was to investigate the factors affecting customer loyalty with a focus on brand personality (Case study: Bank Mellat Isfahan branches). The statistical population of this research consists of customers, employees and managers of Bank Mellat. The statistical population at the quantitative stage was about 384 people. Relationships between research variables were tested using smart.pls software. The results showed that the identified categories include customer value, brand credibility, brand trust, brand marketing, customer experience, customer image, company image, organizational factors, environmental factors, brand strength, competitive advantage, brand social responsibility, brand identity, Customer loyalty, service characteristics have been effective factors. Manuscript profile -
Open Access Article
10 - تأثیر ویژگی¬های خدمات بر کارکنان و مشتریان (مورد مطالعه: هتلهای پارسیان اصفهان)
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Open Access Article
11 - The Impact of Co-branding Elements on Customers’ Satisfaction and Loyalty in Chain Restaurants in Tehran
Jafar Ahangaran رضا اصلانيRestaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and MoreRestaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and improve the status of restaurant management in Iran. This research surveyed the impact of co-branding elements on customers’ satisfaction and loyalty in chain restaurants in Tehran. This is an applied research. Data are qualitative. Methods of data collection are documentary and survey. The statistical population was chain restaurants in Tehran. Data were collected through 268 questionnaires with convenience sampling. The Kolmogorov-Smirnov test, Pearson correlation coefficient, confirmatory factor analysis, and structural equation modeling have been used for data analysis. Research conceptual model evaluation has been done through partial least square path analysis with PLS software. The results indicated the impact of 3 elements of co-branding strategy on customers’ satisfaction and loyalty. The elements are “Price advantage, rewards-based advertising, and support services.” Co-branding can be an effective marketing strategy for restaurant managers to increase their customers’ satisfaction, and to make a better policy to achieve their goals. Manuscript profile -
Open Access Article
12 - The Role of Brand Romance in Customer Loyalty in Hotel Industry: The case of five and four-star hotels in Mazandaran province
Amir Khazaei Pool Farhad Hanifi Vahid Reza MirabiBrand romance is an important construct in marketing. It refers to a potential mental state in response to the brand and is created based on a strong positive emotion, arousal, and the dominance of a brand in the subjective mind of the consumer. The aim of this study wa MoreBrand romance is an important construct in marketing. It refers to a potential mental state in response to the brand and is created based on a strong positive emotion, arousal, and the dominance of a brand in the subjective mind of the consumer. The aim of this study was to test the effect of brand romance on the four types of customer loyalty, including cognitive, emotional, conative and behavioral loyalty. In the qualitative section, participants were customers who were selected using purposive sampling based on the saturation principle. In the quantitative section, the statistical population included the travelers of five and four-star hotels in Mazandaran province. Members of the statistical population were distributed based on the stratified sampling method. Classes were determined based on the number of hotel rooms. Collected data were tested using Smart PLS software. The results showed that brand romance had a positive and significant effect on the four types of loyalty in the hotel industry. The highest effect was on cognitive loyalty and the lowest was on behavioral loyalty. Manuscript profile -
Open Access Article
13 - The Role of Social Responsibilities on Developing Brand Equity in Tourist Destinations: The case of Isfahan
Mohammad ghaffari amirreza konjkav monfaredThis research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and v MoreThis research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and visited Naqshe Jahan Square in summer 2017. Data-collection instrument was a researcher-developed questionnaire based on the literature and it included 40 closed questions. The validity and reliability of the questionnaire were examined and confirmed through content and construct validities, and Cronbach’s Alpha Coefficient. To analyze the data and to test the hypotheses, both SEM and path analysis were used in the SPSS and LISREL, respectively. The findings showed that social responsibilities in tourism destinations significantly affected brand through brand awareness; perceived value; perceived quality of tourism destination; the brand image of tourism destination; loyalty towards tourism destination. Manuscript profile -
Open Access Article
14 - Social Capital and Loyalty of Pilgrims from Isfahan to Sarshur Neighborhood in Mashhad
neda eidgahian kaseb Mozhgan Azimi HashemiA tourist behavior in the destination forms as a meaningful behavior in the form of a social action, of which relationship with others is the most important element. Through the description and analysis of the type and frequency of tourist relationships, and social capi MoreA tourist behavior in the destination forms as a meaningful behavior in the form of a social action, of which relationship with others is the most important element. Through the description and analysis of the type and frequency of tourist relationships, and social capital resulting from them, one can predict a tourist behavior, attachment, and loyalty to the destination. This study examined the effect of the relationship network among pilgrims from Isfahan in the host community on their loyalty to Sarshur neighborhood in Mashhad. This research followed the survey method. In 2016, 150 pilgrims from Isfahan were selected during the day of Arbaeen and the week following it. Results showed that the average size of the relationship network of Isfahan pilgrims in Sarshur neighborhood was 2.11 People (range: 0 to 9). The average of the general index of Isfahan pilgrims’ attachment to Sarshur neighborhood was 4.31 (range: 3.06 to 5) and the loyalty index was 4.43 (range: 1 to 5). The results of the model of structural equations by AMOS software showed that two causal ways used in this model can explain 80% of the loyalty variance of Isfahan pilgrims. The social capital of the relationship network among Isfahan pilgrims in this neighborhood increased their attachment. This attachment (through increased satisfaction) caused an increase in tourists’ loyalty. Manuscript profile -
Open Access Article
15 - Sociological Analysis of Factors Influencing Destination Loyalty
طیبر ظیسبلThis paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model MoreThis paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model in this approach is the European Customer Satisfaction Index. Based on this model, variables influencing the loyalty of tourists to the host community are not just the service provided by the host community. Rather, loyalty is correlated to the image of the destination, and the related expectations of that image. The statistical population was the families and parents of the martyrs in Mashhad. The sample included 400 cases selected by stratified sampling. Based on regression coefficients, perceived value and perceived quality were factors that influenced trip satisfaction. The final model of path analysis showed perceived value and perceived quality influenced trip satisfaction. Perceived quality impacted life satisfaction both directly and indirectly. We considered this perceived value as a mediate variable. Perceived quality leads to a positive evaluation of travel achievement, and it increases trip satisfaction. Manuscript profile -
Open Access Article
16 - Sociological Analysis of Factors Influencing Destination Loyalty
طیبر ظیسبل سميه عفتیThis paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model MoreThis paper is a part of a survey. It applies structural equal modeling techniques to analyze factors that influence tourism destination loyalty. The approach was “Tourism as a customer.” The customer buys leisure services from the provider and the destination. One model in this approach is the European Customer Satisfaction Index. Based on this model, variables influencing the loyalty of tourists to the host community are not just the service provided by the host community. Rather, loyalty is correlated to the image of the destination, and the related expectations of that image. The statistical population was the families and parents of the martyrs in Mashhad. The sample included 400 cases selected by stratified sampling. Based on regression coefficients, perceived value and perceived quality were factors that influenced trip satisfaction. The final model of path analysis showed perceived value and perceived quality influenced trip satisfaction. Perceived quality impacted life satisfaction both directly and indirectly. We considered this perceived value as a mediate variable. Perceived quality leads to a positive evaluation of travel achievement, and it increases trip satisfaction. Manuscript profile -
Open Access Article
17 - Investigating the Effect of Organizational Citizenship Behavior on Service Quality, and Customers' Satisfaction and Loyalty in the Hotel Industry: A Case Study of Mazandaran Province’s Parsian International Hotels
jafar bahari mehdi karoubi Shahla BahariThis study sought to investigate the effect of organizational citizenship behavior on service quality offered to and the satisfaction and loyalty of customers in the hotel industry, selecting the Parsian International Hotels in Mazandaran province, including the Parsian MoreThis study sought to investigate the effect of organizational citizenship behavior on service quality offered to and the satisfaction and loyalty of customers in the hotel industry, selecting the Parsian International Hotels in Mazandaran province, including the Parsian Azadi Hotel in Ramsar, Iran (four-star) and the Parsian Azadi Khazar Hotel in Namakabroud, Chaloos, Iran (five-star) as the cases of the study, which was conducted in summer 2017. The study is regarded as applied in terms of purpose, descriptive in terms of research method, and survey in terms of data collection method, using Structural Equation Modeling and the Smart PKS Software to analyze the collected data. The study’s statistical population comprised all employees and visitors of Persian International Hotels in Mazandaran province, out of which the sample size was selected via random sampling and the Cochran. Moreover, a standard questionnaire was administered to collect the required data, whose reliability was measured using Cronbach's alpha. The study’s results indicated that organizational citizenship behavior had a significant positive influence on service quality offered to and the satisfaction and loyalty of the customers. It was also found that the customers’ satisfaction had a significant positive effect on their loyalty and that the customers’ satisfaction had the greatest path coefficient value, exerting the highest influence on the customers’ loyalty compared to other variables. Finally, necessary recommendations were offered based on the results of the data analysis. Manuscript profile -
Open Access Article
18 - Investigating the Influence of Human Resources Management Activities on Customer Loyalty in the Hoteling Industry Using a Multilevel Approach
zahra Nikkhah-Farkhani Mohammad shaykhzadeConsidering the fact that customer loyalty is regarded as one of the most important concerns of hotel managers, this study sought to investigate the influence of human resources management activities on customer loyalty using a multi-level approach. The statistical popu MoreConsidering the fact that customer loyalty is regarded as one of the most important concerns of hotel managers, this study sought to investigate the influence of human resources management activities on customer loyalty using a multi-level approach. The statistical population of the study comprised of managers, staff, and customers of four-star and five-star hotels in Mashhad. Moreover, the statistical sample size of the research at the organization level consisted of thirty-four, one-hundred and forty, two-hundred and forty managers, staff, and customers at organizational, staff, and customer levels, respectively. On the other hand, Sam’s 12-item questionnaire (2008) and the 17-item questionnaire developed by Al-Rafiei et al. (2013) were used to measure the human resources management activities and the staff’s satisfaction and loyalty, respectively, whose validity and reliability was tested using the Content validity method and Cronbach's alpha, respectively. Finally, HLM 7.02 and the SPSS software were used to analyse the collected data. The results proved the positive influence of human resources management activities on the staff’s satisfaction and loyalty, and in turn, on the satisfaction and loyalty of the customers. Therefore, it could be argued that hotel managers can increase the loyalty of their customers by emphasizing human resource management activities and improving their staff’s satisfaction and loyalty, which would increase the profitability of hotels in the long term by reducing marketing costs. Manuscript profile -
Open Access Article
19 - Investigating the Relationship between Service Quality and Customer's Satisfaction, Loyalty, and Trust: A Case Study of Tehran's Enghelab and Laleh Hotels
jafar bahari Shahla BahariToday's business environment requires organizations to find new strategies to compete with their rivals. Therefore, maintaining customer satisfaction and loyalty is an important goal to achieve by organizations. In a world where competition among companies is constantly MoreToday's business environment requires organizations to find new strategies to compete with their rivals. Therefore, maintaining customer satisfaction and loyalty is an important goal to achieve by organizations. In a world where competition among companies is constantly increasing, the immediate solution to achieve a sustainable competitive advantage is to improve the quality of services, which in turn leads to customer satisfaction. Many organizations have recognized that customer satisfaction can bring about their long-term success, and the entities involved in the tourism industry, especially the hotels, are no exception. Furthermore, many studies conducted in various industries have shown that providing quality services is a key factor in building customer loyalty. In other words, offering superior services to customers leads to customer satisfaction, which is necessary to establish customer loyalty. This functional survey study set out to investigate the relationship between service quality and customer satisfaction, loyalty, and trust in the Enghelab and Laleh hotels in Tehran city. To collect the required data, some questionnaires were administered to the hotels' guests who were selected via the available non-random sampling method. The data were then analyzed via structural equation modeling using SMART PLS software. The results showed that service quality had a significant positive effect on customer satisfaction, trust, and loyalty. It was also found that customer satisfaction had a significant positive effect on customer's trust and loyalty. The impact of customer's trust on customer's loyalty was also proved to be positive and significant. Manuscript profile -
Open Access Article
20 - Investigating the Role of Residents' Support for Health Tourism Development in Marketing Using the Cognitive Mapping Approach: A Case Study of Isfahan’s Healthcare Town
mahnaz Doosti-Irani Mir Mohammad AsadiFocusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a f MoreFocusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a fuzzy cognitive map of such factors using a systemic model. To this end, the aforementioned variables were identified using the Delphi technique. Then, the research model was developed and analyzed using fuzzy cognitive mapping. The findings of the study suggested that the residents' support affected factors such as the destination image, tourist satisfaction, tourist loyalty, positive advertisements by word of mouth, perceived quality of services, tourists' emotional solidarity with the residents, and spatial belonging of tourists to destinations. Moreover, the results of fuzzy cognitive mapping showed that in a system consisting of the above-mentioned variables, the residents' support played a significant role in tourist loyalty and positive word-of-mouth advertisement, with its impact being greater than that of satisfaction or even service quality. In other words, winning the residents' support is a priority in this regard. Moreover, residents' support affects other relevant factors, including perceived quality, tourist satisfaction, spatial belonging, and emotional attachment. Therefore, gaining the residents’ support is highly recommended to be considered in marketing health tourism. Considering the research gaps in this field, the results of the current study could be used for enriching the related literature. Manuscript profile
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