| Abstrakt: |
Urban tourism infrastructure plays a crucial role in developing the tourism industry. The optimization and proper management of these infrastructures enhance the overall experience for tourists and contribute to extending their stay at the destination. Sanandaj, recognized as the city of creative music and the Nowruz capital of the world, is one of the most popular tourist areas in Kurdistan Province, attracting many domestic and international tourists annually, especially during the Nourooz holiday period. However, the tourism infrastructure in Sanandaj has not been successful in effectively attracting and retaining tourists. Therefore, this study aims to investigate the impact of urban tourism infrastructure on the retention of Nowruz tourists in Sanandaj. Given the applied nature of the research, a mixed-methods approach (quantitative-qualitative) was employed. To this end, questionnaires consisting of 22 items on a fivepoint Likert scale were distributed among tourists during Nowruz 2024. The statistical population of this study includes tourists in Sanandaj, with a total population of 1,774,767 individuals. Using Cochran's formula, the sample size was calculated to be 384 participants, and to increase the accuracy of the analyses, a total of 410 questionnaires were distributed. Simple random sampling was also employed. The collected data were analyzed using multiple regression models in SPSS software. Additionally, in order to identify existing issues within the city, semistructured interviews were conducted with tourists and performed faceto-face. The study results indicate that urban tourism infrastructure, particularly historical and cultural sites with a coefficient of influence of 0.316, plays a vital role in attracting and increasing the retention of Nowruz tourists in Sanandaj. In this regard, it is recommended that city managers strengthen and optimize these infrastructures, along with improving transportation and road conditions, to enhance the experience and satisfaction of tourists, ultimately leading to their extended stay in the city. [ABSTRACT FROM AUTHOR] |
