Investigating the effect of brand image, relationship marketing and word of mouth propaganda on the intention of reuse among tourists visiting kish island hotels

Given that providing suitable services in hospitality sector is one of the most important necessities in improvement and extension of tourism services and acquiring tourists satisfaction and enjoys a have high priority and also with respect to the importance of tourist satisfaction and loyalty, investigating the factors affecting tourists reuse intention in hotels plays a key role in their satisfaction and loyalty. Present study aims to investigate the effect of brand image, relationship marketing, and word of mouth on tourists reuse intention in Kish hotels. The study is applied in terms of goals and in terms of data collection is descriptive survey. LISREL software and path analysis model were also used to test the research hypotheses is. The results of research hypotheses test indicated that brand image positively affects service quality and tourists reuse intention. Relationship marketing positively affects service quality, tourists’ satisfaction, and word of mouth. Service quality positively affects tourists’ satisfaction and reuse intention. Tourists’ satisfaction positively affects their reuse intention.