نوع مقاله : مقاله پژوهشی
نویسندگان
1
Associate Professor of Payam Noor University, Department of Business Management, Tehran, Iran.
2
M.A. in Tourism Management, Payame Noor University, Tehran, Iran
3
Doctoral Graduate, Payame Noor University, Tehran, Iran
چکیده
Tourism has become a major global industry that not only drives economic growth but also generates significant social, cultural, and environmental impacts. As one of the most dynamic sectors, it contributes to employment, infrastructure development, and community well-being. However, to fully realize its potential, tourism must be inclusive—addressing the needs of diverse traveler groups, particularly people with disabilities. Globally, around 10–15% of the population has some form of disability, representing a large yet underserved market. In Iran, inclusive tourism infrastructure and accessible services are critical to both industry growth and the social integration of disabled individuals.Hamedan, a culturally and historically rich city in Iran, offers significant tourism potential. Yet, it faces challenges in providing accessible, high-quality services for disabled tourists. This study investigates the impact of perceived service quality on brand love in urban tourism, focusing on disabled tourists' experiences in Hamedan. Key dimensions examined include accessibility, security, customer perception, reliability, and tangibles. Using a descriptive-correlational approach and structural equation modeling, data from 400 disabled tourists were analyzed to assess how service quality influences tourist delight, brand love, and loyalty.Findings reveal that all service quality dimensions significantly affect tourist satisfaction and emotional engagement with the destination. Accessibility and tangible elements—such as infrastructure, cleanliness, and physical amenities—were especially influential. Enhanced service experiences led to increased brand love and loyalty, which in turn fostered positive word-of-mouth.This research highlights the importance of inclusive service design in sustainable urban tourism. By emphasizing accessibility, safety, and emotional connection, destinations like Hamedan can strengthen their brand identity and attract more loyal, satisfied visitors. Practical recommendations are offered to support more inclusive and sustainable tourism development.
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