پروانه پیری

Tourism has evolved into a global industry that drives economic growth, job creation, and infrastructure development. To remain inclusive, this sector must address the needs of diverse groups—particularly individuals with disabilities. Globally, around ten percent of the population lives with some form of disability, representing a significant market segment that is frequently underserved. In Iran, accessibility in tourism services for people with disabilities holds considerable importance. The city of Hamedan, with its rich history and cultural heritage, possesses strong potential for attracting tourists; however, it still faces challenges in providing accessible services. This study examines the impact of service quality on brand love in urban tourism, focusing on the experiences of tourists with disabilities in Hamedan. The dimensions investigated include accessibility, safety, customer perception, and tangible service elements. Using structural equation modeling (SEM), data gathered from tourists with disabilities were analyzed to assess how service quality influences their satisfaction, brand love, and loyalty. The findings indicate that all dimensions of service quality significantly affect tourist satisfaction and emotional attachment to brands. Accessibility and tangibles—such as infrastructure and cleanliness—were particularly influential. Enhanced service quality leads to stronger brand love and customer loyalty, ultimately encouraging positive word-of-mouth promotion.The study underscores the importance of designing inclusive services in urban tourism. By prioritizing accessibility and safety, destinations such as Hamedan can strengthen their brand identity, foster emotional engagement, and attract loyal tourists.