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چکیده
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Background: The tourism industry is considered to be the largest and most diverse industry in the world. With the increasing competition in the tourism industry all over the world, companies are always struggling to make a difference in the competitive environment and attract tourists. Today, creation of excellence for tourists is one of the goals of the tourism sector. Aim: The research pursues three key objectives. The first goal of the research is Identify different groups of tourists based on segmentation based on tourists experience. The second goal is Identify the impact of the tourist experience on risk. The third goal is to Identify the impact of the tourist experience on satisfaction. Methodology: The present research is a descriptive-survey based on the purpose of the research. The statistical population of this study is made up of tourists who have traveled to Shiraz. The research data were collected through a questionnaire distributed among 384 tourists and accessible by sampling method. In order to analyze data and segmentation of tourists, the approach of self-organized maps based on artificial neural networks has been used and the impact of the tourist experience on perceived satisfaction and risk has been done by modeling the equations and software PLS.
Findings and Conclusion: According to the findings of the study, tourists were divided into four sections with different characteristics. They were named as inexpensive and leisurely tourists, continuous and logical tourists, administrative and market tourists, and tourists with an excitement and diversity. Research findings also indicate that tourists experience a positive and significant effect on their satisfaction from the destination. Also, the experience of tourists on their perceived risk is negative and significant. After identifying the existing sections, according to the characteristics of the people in each section, urban managers and travel agencies can use this information and based on th
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