Introduction
One of the effective ways to obtain satisfaction for revisiting, advertising and introducing the tourist destination to others is to create a mental conflict for tourists in relation to the destination. The tourist's mental conflict refers to the examination of people's temporary feelings in the expansion of this type of conflict in situations during travel or making a decision to travel in the future. Mental conflict is actually the result of the tourist's perception and experience of travel. In a way, if the available services, facilities and factors and whatever the tourist experiences during the trip can satisfy him, the tourist will have pleasant travel experiences in the decision for his future trips. and as a result, will lead to the formation of repeat visits and create a type of loyalty towards the destination and in the long run will lead to the development and promotion of the tourist destination. Torghabeh district is one of the cities of Razavi Khorasan province, which many tourists choose every year to travel and spend their free time due to the presence of many natural, historical and cultural attractions, and it is considered an important tourist destination in the province. Therefore, it is necessary to conduct research in The field of tourism should be carried out in this sector. The purpose of this research is to analyze and investigate the impact of tourists' mental conflict on the intention to revisit the tourist destination villages of this sector, and the researcher seeks to answer the question of how much mental conflict affects the tourists' intention to revisit the studied tourist destination villages. Does it work?
Research method
This research is descriptive-analytical in terms of applied nature and in terms of research method. Also, a researcher-made questionnaire was used to collect the required data and information. The area of study in this research is Torghabeh district and the researcher has selected 10 villages among the 26 inhabited villages of this district, which according to the statistics of the cultural heritage and tourism organization of this city have the most tourist attractions as case examples. The statistical population in this research is all tourists over 15 years of age (both men and women) who stay at least one night in these villages. Cochran's formula with unknown population size was used to determine the sample size. As a result, the sample size with an error level of 0.5 and a confidence level of 95% is equal to 384 people, and because the researcher does not have access to the exact number of tourists in each village, the sample size has been divided equally among 10 villages, and the share of each village is Except for the villages of Hesar, Maghan, Jagharg and Kong, which have a larger population of 39 people, the rest of the villages have 38 people. To check the reliability of the questionnaire questions, Cronbach's alpha coefficient was used in Spss software, and its value was equal to 0.887, which indicates the appropriate reliability of the questionnaire, and to confirm the validity of the questionnaire questions, a number of professors and experts in rural planning and tourism were consulted and finally Its validity was confirmed. The findings In examining the prioritization of the effect of mental conflict factors on the intention to revisit, the factor of public services with an effect rate of 0.409 had the greatest impact on the intention of tourists to revisit the studied villages and it indicates that the factor of public services such as maintaining the cleanliness of the environment in the village, The quality of security and police services, the quality of services related to informing and introducing tourist attractions, the quality of services related to the restoration of dilapidated buildings and the protection of historical centers have had a great impact on the intention to repeat trips to tourist destinations, and the factors of visual beauty, The general geography factor of the village, the economic factor, the tourism culture factor, and the infrastructural factor are ranked second to fifth after the public service factor with the effects of 0.378, 0.272, 0.204, 0.167, and 0.163, respectively, based on their effect on the intention to revisit.
Discussion and conclusion
Mental conflict is one of the components that is rooted in people's behavior and attitude towards a subject, and today it has become very important in tourist destinations because mental conflict is the result of experience and perception of all the issues and factors experienced during a trip to a tourist destination. and ultimately plays an important role in their decision to continue traveling and visit again in the future. The results showed that all the items of the cultural dimension, the general geography dimension and the visual beauty dimension had a completely favorable condition. Two items of the general level, the price of souvenirs, handicrafts, etc., in the economic dimension, and the item of the quality of services related to the restoration of dilapidated buildings and the protection of historical centers in the village, have been evaluated as unfavorable in the dimension of public services. Based on the results of the structural equation model, the public service factor with an effect of 0.409 had the highest effect on tourists' intention to revisit and was ranked first, which indicates the importance of the level of public services in tourism destination villages because the main needs of tourists in This factor is hidden and it can be said that villages that have a tourism perspective should improve public services at the village level for the development of the factor. Also, the factor of visual beauty was ranked second with an effect rate of 0.378 because there is a lot of evidence that shows that some villages attract tourists because of their visual beauty, and this beauty can be found in the aspects of village architecture and village texture, which can attract species different, including having a staircase, as in the village of Kang and Azghed. The general geography factor of the village ranked third with an effect of 0.272 because this factor covers the natural aspects of the village such as pleasant weather and human factors such as local subcultures. In general, it can be said that the presence of infrastructure in villages such as proper roads, proper antennas, high-speed internet, etc. have a great effect on the intention of tourists to visit the village again.