ارزیابی تأثیر تأسیسات و تجهیزات شهر همدان بر تمایلات رفتاری گردشگران با میانجی‌گری تجربه ادراکی

ABSTRACT
Cities are among the important tourist destinations, attracting tourists from nearby regions every year. In addition to tourist attractions, facilities, equipment, and service facilities are essential factors in developing the tourism industry. Hamedan is considered one of the most important tourist destinations in the country due to its thousands of years of history and various tourist attractions. For this reason, this research investigates the mediating role of tourists' experiences in the influence of tourist destinations' infrastructures on the behavioral tendencies of tourists in Hamadan city. SPSS 24 and Smart PLS 2 software were used to analyze the research data. Confirmatory factor analysis was used to measure the relationship between the indicators of the designed model and the main components of the model. The results of intellectual factor load coefficient (0.88), word of mouth (0.87), desire to visit again (0.86), hard infrastructure (0.86), sensory (0.84), educational (82. 0), emotional (0.81), and soft infrastructure (0.71) were calculated; all of which are higher than the minimum figure (0.4), and indicate the appropriate explanation of the underlying variables by the dimensions and indicators used. Obtaining coefficients of determination (0.435) and (0.709) by the variables of tourists' experiences and behavioral tendencies shows the strong prediction of the endogenous variables by the exogenous variables of the model. In fact, tourists' behavioral tendencies result from the evaluation of city services, facilities, and equipment, and this feeling of satisfaction is formed from the tourist's overall perception of comfort, health, and safety facilities.
Extended Abstract
Introduction
Today, tourism activity is considered one of the essential and dynamic activities in the world, and it has received the attention of government planners and private companies in all fields at the global, national, and regional levels. One of the most important elements of the urban tourism system is infrastructure, facilities, and urban equipment that meet the needs of citizens and tourists. The infrastructure of tourism services is a tourism development platform and plays a significant role in satisfying tourists. In fact, the tourist's satisfaction depends on the fulfillment of needs and desires, and in other words, the fulfillment of his expectations of all that he experiences in the tourist destination. Therefore, the tourist experience is created due to the interaction between tourists and the quality of services, facilities, and infrastructure of tourist destinations. Hamedan city has provided a suitable position for zoning and planning the equipment of attractions due to its historical antiquity, the large number of attractions, the variety of them, and the type of attractions of this city. However, the tourism industry in this city has yet to find its place. In this research, an attempt is made to take a step towards predicting the behavioral tendencies of tourists to strengthen the tourism industry in this city by examining the mediating role of tourists' experiences.
 
Methodology
Considering the title of the research and the nature of the research hypothesis, the conducted research is descriptive-analytical. The method of collecting information is a library and survey. The statistical population includes all tourists who have traveled to Hamadan city at least once and visited the tourist destinations of this city. Based on Cochran's formula, the sample size was estimated to be 348 people, and the members of the statistical sample were selected using the available random sampling method. In this way, the questionnaires were completed by designing an electronic questionnaire and distributing the above questionnaire among the members of tourism groups on social networks. In order to collect data and information and analyze them, a single questionnaire containing 35 questions was used to collect information related to the three variables of tourist destinations' infrastructure, tourists' experiences, and their behavioral tendencies. In order to analyze the research data, SPSS 24 and Smart PLS 2 software were used, and the descriptive indices of the research variables and the correlation matrix between them were calculated by SPSS software. In order to investigate the causal relationships between the variables, the structural equation modeling method was used using the least squares technique
 
Results and discussion
After collecting the data, considering that the parametric tests and structural models are based on the assumption of the normality of the data, the normality test was performed with the Kolmogorov-Smirnov (K-S) method. The Z statistic is less than (1.96), and the significance level is greater than (0.05) for each of the research variables, which indicates the normality of the data used in the research. Next, Pearson's correlation coefficient investigated the presence or absence of a relationship between the indicators. The results show a positive and significant relationship between the research variables. Obtaining the determination coefficients of 0.435 and 0.709 by the two variables of tourists' experiences and their behavioral tendencies in the Stone-Geyser criterion shows that the exogenous variables of the model strongly predict the endogenous variables. Also, the correlation coefficient between the two variables of tourism destination infrastructure and tourists' behavioral tendencies is equal to (0.43), and the significance level is equal to 0.00 (less than 0.05), indicating a positive and significant relationship between the two variables. Also, the path coefficient between the two variables equals (0.137). In other words, upgrading the infrastructure of tourist destinations affects the behavioral tendencies of tourists to the extent of (13.7) percent. The value of the t statistic obtained for the above path is equal to (2.24), which is greater than (1.96); it can be said that the above path is significant at the 95% confidence level; this confirms the hypothesis H1 and rejects the hypothesis H0.
 
Conclusion
The research findings showed that the quality of tourism infrastructure has a positive and significant effect on the behavioral tendencies of tourists. The behavioral tendencies of tourists are the results of service evaluation and a set of numerous behavioral and non-behavioral responses that depend on the individual's satisfaction, and it can lead to verbal recommendations to others and revisiting the tourist destination in the form of the concept of behavioral tendencies. According to the result, the tourist experience is created due to the interaction between tourists and the quality of services, facilities, and infrastructure of tourist destinations. In the above research, focusing on the effect of tourism infrastructure on the behavioral tendencies of tourists, the mediating role of tourists' experiences was examined, and as a result of the above hypothesis test, the mediating role of the mentioned variable was confirmed. In other words, the trustees and planners in the field of tourism in Hamedan, through strengthening the hard and soft infrastructure of tourist destinations, can create a suitable platform for creating sweet and memorable memories for tourists that this mental process resulting from the objective manifestations is ultimately the stimulus for tourists to revisit the tourist destination and advertise the destination for others.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
  
Acknowledgments
 We are grateful to all the scientific consultants of this paper.