ABSTRACT
Many factors are affecting the attitudes of tourists, who are the main components of the tourism sector. Both the changes in the attitudes of the tourists over time and the changes in marketing activities oblige the stakeholders of the sector to take measures. Considering the literature, it is observed that the personality, satisfaction levels, motivations of the tourists, and the frequency of interaction with both tourism employees and other tourism stakeholders are the main factors that affect the sector. One of the most important factors that help to explain tourist behavior is motivation. Tourist motivation can be the sum of biological and sociocultural forces that energize and generate people’s behavior. Tourist motivation emerges as a very important variable and driving force behind the behaviors of tourists. In general, it is possible to answer the questions of who, where, how, and when in tourism. However, it is difficult to answer the question of why tourists visit so that people’s motivations can be learned. The differences between tourists due to their personality cause their motivation and their level of satisfaction with the service they have received. Satisfaction creates positive feelings toward any brand, product, or service and as a result, this positive feeling leads to the brand, product, or service being repurchased or recommended to others whereas dissatisfaction can cause negative attitudes, negative announcements, and not being preferred. This point emerges as an important factor affecting the attitudes of tourists toward the tourism employees and the service or product they receive. Another important phenomenon underlying the principle of satisfaction and motivation in tourists is the contact situation-level-type-frequency impact. From this point of view, in this book section, the relations between the mentioned topics are discussed and the effects of these issues on the attitude changes of tourists are explained with examples based on the literature.
