Marketing and Branding Research

Since the police undertake personal, financial, psychological, and social security of tourists, they can play an instrumental role in gaining satisfaction of foreign tourists and increasing tourism numbers. The aim of this article is to contribute to an improved comprehension of the role of police in tourism industry growth and to untangle possible relationship between police presence and services and tourism numbers in Yasuj tourist resorts. A researcher-made questionnaire was distributed among 325 tourists who visited the city in 2014 to obtain their attitude toward security in the city. In light of the results, international tourists were highly satisfied with the current state of security in Yasuj. However, they were far from satisfied regarding police communications of security, their supervision over performance of tourism infrastructures, and overwhelming presence of police in some tourist resorts. Many tourists also intended to revisit the city or recommend it to friends and relatives.