The role of tourism destinations attraction in shaping the pleasure and mouth-to-mouth promotions of tourists and their impact on the intention of re-traveling

Today, the dynamic tourism industry is unique with its unique features, which is an important part of the economic and non-economic activities of developed and developing countries. With the growth of the tourism industry, the importance of measuring the satisfaction of tourists and the desire to travel again, as a tool for growth and the creation of competitive advantage, has been considered. Travelers traveling are the most trusted source of information for potential tourists and can be the target language in their home country. The purpose of this study is to measure the impact of various attractions on tourism destinations in shaping the enjoyable attitude and mouth-to-mouth advertising of tourists and their impact on the intention of re-traveling. A questionnaire and simple random sampling method were used to collect data from foreign tourists traveling to Yazd in May or June 1396. The validity of the questionnaire was confirmed by using the content validity method and confirmatory factor analysis and the reliability of the questionnaire was confirmed by Cronbach's alpha. Structural Equation Modeling Using soft pls2 software is used to obtain relationships between structures and to measure the fitting of measurement, structural and general models. The findings of the research showed that the tourist attractions, cultural and tourist destination of tourism have a positive and significant effect on the pleasure of tourists and their mouth-to-mouth advertising to Yazd. Also, the positive and significant positive effects of oral-to-mouth advertising and pleasure-appearing were confirmed on the reciprocal desire to travel to Yazd city