چکیده:
The importance of establishing good relations between host communities and tourists, due to tourists encountering different customs, traditions, and cultures, has made the Global Code of Ethics for Tourism particularly important. Therefore, by following the ten principles of the Global Code of Ethics for Tourism, tourist satisfaction will increase and also bring the most effective type of advertising, namely word-of-mouth advertising, to host communities. Due to the importance of the mentioned topics in the tourism industry, the present research examines the impact of the Global Code of Ethics for Tourism on satisfaction as well as the impact of their level of satisfaction on the word-of-mouth advertising of tourists arriving in Iran. In terms of purpose, this research is applied, and in terms of data collection method, it is descriptive and of the survey-correlational type. To this end, given the unlimited nature of the statistical population, 384 foreign tourists in Iran were selected as a statistical sample using a random method, and their opinions were examined using a standard questionnaire and analyzed through the use of structural equation modeling techniques with the help of SPSS and LISREL software. The results obtained from data processing indicate the status of tourist satisfaction with the implementation and execution of the Global Code of Ethics for Tourism; furthermore, the positive impact of improving the status of the Global Code of Ethics for Tourism on increasing tourist satisfaction was confirmed, and it was also shown that tourist satisfaction has a positive and significant impact on word-of-mouth advertising.
خلاصه ماشینی:
Examining the impact of global codes of tourism ethics on the satisfaction and word-of-mouth advertising of tourists entering Iran is an important subject that has been identified based on studies conducted on previous research.
The subject under study in the present research has more or less attracted the attention of researchers, and this matter indicates the importance of the topic and the necessity of conducting more research in this field; however, the method of connection and the integration of variables used in the present research have not been seen in any of the previous studies, and the model of the present research seeks, from this perspective, to examine new aspects of the tourism industry by considering the important relationships between the ten global codes of tourism ethics, satisfaction, and word-of-mouth advertising of tourists.
(World Tourism Organization 2) 3 These codes include: Tourism participation for mutual understanding and respect between people and societies; Tourism as a means for individual and social prosperity; Tourism as one of the factors of sustainable development The position of cultural heritage in tourism and points to consider in its improvement; Tourism as a beneficial activity for the host country and local communities; Various stakeholder groups in tourism development; Rights of tourists Freedom of movement for tourists Rights of employees and entrepreneurs in the tourism industry; Principles of implementing the global codes of tourism ethics 1.
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