Examining the Impact of Influential Variables on Tourists’ Behavioral Intentions (A Case Study of Iranian and Foreign Tourists in 4- and 5-Star Hotels in Tehran in 2023)

Abstract

In recent years, tourism—recognized as a green industry—has rapidly expanded worldwide. According to the results published by the United Nations World Tourism Organization on global tourism excellence, export revenues from tourism have reached seventeen trillion dollars annually. The present study aimed to investigate the impact of influential variables on tourists' behavioral intentions, using the case study of Iranian and foreign tourists staying in 4- and 5-star hotels in Tehran in 2023. This study is applied in nature and, regarding data collection and research design, is a descriptive-survey type. The statistical population consisted of customers (tourists) residing in the hotels. The sample size was estimated using Cochran’s formula (n = 384) and selected via simple random sampling. The research instruments included two standardized questionnaires developed by Padlee (2019) and Dwyatt (2019), utilizing a five-point Likert scale. To test the hypotheses, the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed. The results indicate that service quality has a significant impact on customer satisfaction, and customer satisfaction significantly influences behavioral intentions. Additionally, employee behavior, room facilities, physical evidence, food quality, and perceived customer value all have significant effects on customer satisfaction. Tourist satisfaction plays a determining role in shaping their behavioral intentions.