Document Type : Research
Authors
1 iran-mashhad-Mashhad Municipality-Municipality Expert
2 ferdosi univercity
Abstract
Shopping in tourism, as a socio-economic activity is considered by many experts. This research tends to model the shopping pattern of pilgrims and tourists residing in 3- and 5-star hotels in Mashhad. In terms of research methodology this research classified as applied research and uses descriptive analytical approach. Different Measures of Central Tendency were used to describe Descriptive statistics and Structural equation modeling (SEM (were used for Inferential statistics. The number of religious tourists in Mashhad is 31,188,664 so that 9,792,252 out of this population resided in 3-star hotels and 776,552 people resided in 5-star hotels. The statistical population consisted of 380 people were selected using Cochran's formula. Collected Data were analyzed by SPSS and AMOS software. The research finding shows that psychological factor is covered by 43% through social and cultural indicators. And it is 100% influenced by three factors behind it (marketing mix factors including price, distribution, product, advertising and socio-cultural factors and individual factors). These results show that the development of tourism should be based on a comprehensive planning process and according to shopping patterns of pilgrims and tourists of the city so that to improve the quality of travel and tourism in Mashhad.
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