Majid Esmaeilpour

Background: The size of performance in retail is more complex than in other traditional sectors, because in service no activity or output can be measured until the product is sold. In addition, defining performance measurements is not always easy because many elements such as location, time, classification, and atmosphere must be considered. In other words, selling a product involves a wide range of intangible factors (eg consulting, services, interpersonal relationships, etc.). In addition, because consumers are part of the production process, setting performance constraints becomes more complicated. Unlike traditional industries, retailers do not turn raw materials into finished products. However, they use the same functional measures as productivity ratio Aim: The purpose of this study is to investigate the effect of local retailers' performance on domestic tourist loyalty by explaining the mediating role of tourist satisfaction. In this study, hypotheses were tested that have been tested in less research on the performance of local retailers. Methodology: The research is applied in terms of purpose and its method is descriptive-survey. The data collection tool is a questionnaire. The statistical population of the study is unlimited and the statistical sample of the research is 450 tourists in Genaveh. SPSS software was used to assess the validity and reliability of the questionnaire and Smart pls software was used to assess the research hypotheses. Conclusions: The results show that the mentioned model can show the effect of retail carpet performance on domestic tourist satisfaction. The mentioned model shows the positive and significant effect of domestic tourist satisfaction on domestic tourist loyalty. The results also show that domestic tourist satisfaction plays a strong mediating role between retail performance and loyalty. Based on the sub-hypotheses of retailer policy research, retailer intelligent sales behaviors, diversity of the retailer, the quality