عنوان مقاله [English]
Background and Aim: Due to its environmental characteristics, cultural and human attractions and unique historical and archaeological sites, Jolfa border region has the potential to become one of the most important tourism centers in the region. One of the most important factors that can differentiate this region from other tourism areas is the innovation in the services offered and the satisfaction of the tourists. The purpose of this study was to investigate the effect of satisfaction with border guard service innovation on the behavior of tourists in Jolfa border region.
Method: This is an applied and survey research. The community is made up of tourists from the Jolfa border area, with a sample of 400 people questioned. Data were collected by valid and reliable questionnaires (Cronbach's alpha = 0.77 and above) and analyzed by partial least squares method in PLS software.
Findings and Results: The research showed that satisfaction with innovation in border services has a positive and significant effect on the special behavior of tourists in Jolfa region. Therefore, the more innovative measures in border services are made and the more accessible they are to tourists, the more likely they are to repeat or recommend this destination to others, and tourism managers and activists consider this a competitive advantage. .