بررسي تاثير ابعاد اقتصاد تجربه بر وفاداري گردشگران شهر اصفهان با نقش ميانجي ارزش ادراك شده، حافظه(خاطرات به‌ياد ماندني) و رضايت

Investigating the Impact of Experience Economy Dimensions on Tourist Loyalty in Isfahan: The Mediating Role of Perceived Value, Memory(Memorable Tourism Experiences), an‎d Satisfaction

مديريت

Abstract In recent years, tourism has increasingly shifted toward an experience-oriented paradigm in which the quality of the tourist experience plays a central role in shaping perceived value, satisfaction, memorable tourism experiences, an‎d destination loyalty. Despite Isfahan’s rich historical, cultural, artistic, an‎d natural resources, it remains unclear how the various dimensions of the experience economy contribute to tourists’ loyalty through key mediating variables. Accordingly, the present study aimed to examine the effect of the dimensions of the experience economy on tourists’ loyalty in Isfahan, with perceived value, satisfaction, an‎d memorable tourism experiences as mediating variables. This research employed a descriptive-survey design. Data were collected from tourists visiting Isfahan through a questionnaire an‎d analyzed using structural equation modeling. The findings indicated that education, entertainment, aesthetics, an‎d escapism had positive an‎d significant effects on perceived value. In addition, perceived value had a positive an‎d significant effect on satisfaction an‎d on the dimensions of memorable tourism experiences. The results also showed that satisfaction positively influenced tourists’ loyalty. Among the dimensions of memorable tourism experiences, some factors such as hedonic experience an‎d engagement had a significant effect on loyalty, whereas several other dimensions did not show a significant direct effect. Overall, the findings suggest that enhancing tourism experiences through the principles of the experience economy can strengthen perceived value, satisfaction, an‎d loyalty toward Isfahan as a tourist destination. Keywords: Experience economy, Tourists’ loyalty, Perceived value, Satisfaction, memorable tourism experiences, Isfahan

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