Journal of Geographical Studies of Mountainous Areas

Journal of Geographical Studies of Mountainous Areas

Exploring the Role of Community Engagement, Perceived Security, Service Quality, and Travel Satisfaction on Word-of-Mouth Advertising: A Case Study of Khalkhal City

Document Type : Original Article

Authors
Mohammad Alizadeh 1
Zahra Baghi Abadi 2
Saeideh Esmaeili 3
1 Department of Iranian Studies, Faculty of Iranian Studies, Vali-e-Asr University of Rafsanjan, Rafsanjan, Iran.
2 Department of Geography, Faculty of Geography, Yazd University, Yazd, Iran.
3 Department of Tourism Policy and Development, Faculty of Tourism, University of Tehran, Iran.
10.22034/gsma.2025.2049138.1049
Abstract
1.Introduction
that shape both local community well-being and visitor experiences. Within this context, understanding how perceived security, service quality, community engagement, and travel satisfaction influence word-of-mouth (WOM) behavior has become increasingly important. Khalkhal—a destination renowned for its natural landscapes and historical heritage—provides an ideal case for examining these interrelated constructs.
Perceived security, in particular, plays a decisive role in travelers’ destination choice and overall experience. In an era where negative information spreads rapidly through digital media, tourists’ psychological sense of safety substantially affects satisfaction and subsequent WOM recommendations. Service quality is likewise instrumental in shaping destination image and traveler loyalty, while community engagement reinforces social interaction, enhances visitors’ sense of safety, and contributes to more meaningful experiences.
This study seeks to clarify the mechanisms through which these variables interact to influence WOM in Khalkhal. By providing empirically grounded insights, the research supports policymakers and tourism practitioners in designing strategies that promote sustainable tourism development and improve residents’ quality of life. The study’s significance lies in highlighting the importance of cultivating a safe, community-supported, and high-quality environment to encourage positive WOM and destination competitiveness.
 
2. Methodology
This applied, descriptive-analytical study adopts a positivist paradigm and employs a quantitative survey design. Data were collected from 380 tourists who visited Khalkhal through structured electronic questionnaires. The instrument assessed community–tourist interaction, service quality, travel satisfaction, perceived security, and WOM communication.
Khalkhal’s growing tourism appeal—particularly driven by the Asalem–Khalkhal road and its pleasant spring and summer climate—frames the context of this investigation. The study aims to identify key determinants of tourism dynamics in the region, with a particular emphasis on the roles of community engagement, perceived safety, and service quality in shaping visitor experiences and promoting positive WOM.
3. Results
Descriptive findings indicate that the sample consisted predominantly of men (48.68%) and individuals aged 31–40. The majority held a bachelor’s degree (63.72%). Item-level means exceeded the scale midpoint, suggesting general agreement with the questionnaire constructs.
The measurement model demonstrated strong reliability and construct validity, with factor loadings above 0.50 and Cronbach’s alpha values exceeding 0.70. Structural equation modeling confirmed all hypothesized relationships. Significant positive associations were found among perceived security, service quality, community engagement, travel satisfaction, and WOM, with the structural model exhibiting strong predictive power.
4. Discussion
The study underscores perceived security as a major antecedent of both tourist satisfaction and WOM in Khalkhal. The city’s compact size and reputation for safety reinforced positive visitor perceptions, consistent with prior research (Kumar et al., 2022). Community–tourist interaction further enhanced the sense of safety and contributed to greater intention to recommend, aligning with findings by Hsu et al (2023).
Although service quality remained an important determinant, natural attractions—such as Khalkhal’s scenic landscapes and moderate climate—exerted a compensatory effect. These environmental attributes mitigated the impact of minor service deficiencies, diverging from literature emphasizing service quality as the exclusive driver of WOM (Buhalis & Sinarta, 2022).
 
5. Conclusion
The results demonstrate that perceived security, local community engagement, and natural environmental features significantly shape WOM behavior in Khalkhal. Enhanced safety perceptions and meaningful interactions with residents foster greater tourist satisfaction and willingness to recommend the destination. Despite some weaknesses in service quality, Khalkhal’s environmental appeal successfully offset these shortcomings, contributing to positive WOM outcomes.
The findings highlight the necessity for smaller destinations to prioritize visitor safety, strengthen community involvement in tourism, and preserve natural assets. Such efforts are essential not only for stimulating positive WOM and attracting a broader tourist base but also for supporting sustainable growth and local well-being.
 
Author Contributions
In the preparation and writing of this article, all author has contributed equally and jointly. All stages of the research, from study design and data collection to analysis of results and final writing of the article, are the result of collaboration and collective agreement of all authors.
 
Data Availability Statement
Data available on request from the authors
 
Acknowledgments
I would like to thank and appreciate all the tourists who participated in this research.
 
Ethical Considerations
All authors affirm that this research was conducted in accordance with ethical standards, with no data fabrication, falsification, or plagiarism.
 
Funding
This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
 
Conflict of Interest
The author declares no conflict of interes
Keywords
Community Engagement
Perceived Safety
Satisfaction with Travel
Word-of-Mouth Advertising
Khalkhal City
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Journal of Geographical Studies of Mountainous Areas
Volume 6, Issue 3 - Serial Number 23
Autumn
Summer 2025
Pages 167-182