A research on Iran tourists preferring the valve in the context of destination importance-satisfaction analysis

The aim of this study is to determine the importance perceptions and destination satisfaction levels of the Iranian tourists’ who visit the Van destination. In accordance with the data obtained in this way, the expectations of the Iranians who visited that destination and what they are concerned about is attempted to state. It is aimed to determine the missing and unsystematic aspects of the destination and to provide solutions and offer suggestions by evaluating whether or not they are satisfied with the subjects given importance. For this purpose, many studies which investigate the perceptions of the importance and satisfaction in the holiday process that they have experienced before reaching the destination have been examined. The survey model obtained from the relevant literature research was adopted to the destination and applied in hotel enterprises in that region. By using the Importance- Satisfaction model developed by Yang (2003), findings obtained from field research has been interpreted. Based on the result of the findings,it has been seen that the importance perceptions have a direct effect on destination satisfaction. The level of satisfaction acquired in a destination directly affects forward tourist decisions. Therefore,determining the expectations of tourists and shaping the service presentations in this aspect is very significant. This research conducted in Van province was carried out in line with this purpose. In the destination where seamless areas are also available, there are also social and environmental problems that need to be taken into consideration for future tourism investments.