Ahmad Pourahmad; Rahmatollah Farhudi; saeed zangeneh shahraki; Tahoura Shafaat Gharamaleki
Abstract
Introduction The city is a familiar word that brings movement with itself. This endeavor follows a path that is sometimes growing and sometimes declining. The historical texture includes many spiritual, symbolic, and aesthetic dimensions, which at the same time represent areas that contain evidence of ...
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Introduction The city is a familiar word that brings movement with itself. This endeavor follows a path that is sometimes growing and sometimes declining. The historical texture includes many spiritual, symbolic, and aesthetic dimensions, which at the same time represent areas that contain evidence of urban civilization because it reflects the identity of the city. Urban regeneration is an interdisciplinary approach and comprehensive and integrated measures to develop and improve economic, physical, social, and environmental sustainability in the conditions of residents. It has long-term and strategic goals to regenerate the city. There are different approaches to creating sustainable regeneration in cities. An approach can create sustainability for the city that can advance modernization in physical dimensions and lead to the sustainable economic, social, and cultural-identity performance of the texture. Regeneration with a tourism development approach can lead to tissue sustainability. Historical textures of cities, which are hidden treasures, sometimes become the lifeblood of cities and a problem for them. Consider integrated. The purpose of this study is to "evaluate the tourism capabilities of historical textures to regenerate in the city of Tabriz," and, to achieve this goal, we seek to answer the question, "What is the status of tourism capabilities in the historical texture of Tabriz to regenerate?" Materials and Methods The type of research in this article is applied, and its study method is descriptive-analytical. The field of research is the historical texture of Tabriz, and the statistical population is tourists of the historical texture of Tabriz. The questionnaire of tourists in three socio-cultural, physical, and environmental dimensions with 30 items was prepared to evaluate the research. The number of questionnaires for tourists is 384. In order to increase the accuracy, 390 questionnaires were distributed among tourists entering the tourist areas of the historical texture of Tabriz (museums, parks, hotels, etc.). Questionnaires were prepared with a 5-point Likert scale. The results were analyzed by SPSS software using the Chi-square test. Discussion and Results In examining the independent characteristics of the study population concerning the subject, the distribution of tourists by gender includes 49.74% of men and 50.26% of women. The distribution of tourists by age indicates that young people are the most visitors to the historical texture of Tabriz. The distribution of tourists by job in the three groups of freelance, employee, and student has been a balanced distribution. The highest percentage of tourists in the historical texture were tourists aiming for leisure and recreational travel with 56.41%. The situation of tourism in the historical texture of Tabriz in socio-cultural, physical, and environmental dimensions is as follows: 1) Socio-cultural dimension: More than half of the respondents (90.5%) have chosen 'many' and 'very many' options and the tourism capabilities of the historical texture of Tabriz in order to regenerate the socio-cultural dimension from the perspective of tourists is in good condition; 2) Physical dimension: More than half of the respondents (96.2%) have chosen ‘medium’ to ‘very large’ options and the capabilities of the historical texture of Tabriz for tourism in order to regenerate the physical dimension are relatively favorable for tourists; 3) Environmental dimension: More than half of the respondents (95.1%) have chosen ‘medium’ to ‘very large’ options and the capabilities of the historical texture of Tabriz for tourism in order to regenerate the environmental dimension from their point of view is relatively favorable. Conclusions The results indicate that the tourism capabilities of the historical texture of Tabriz so as to regenerate the socio-cultural dimension to the desired level, in the environmental and physical dimension to a relatively desirable level. For this purpose, for the development of tourism in order to regenerate the historical texture of Tabriz, physical and environmental strategies and policies should be given priority. If the development of tourism is purposeful, it will cause regeneration in the historical texture of Tabriz. Due to the existence of many historical attractions in the historical texture of Tabriz and the potential to attract tourists, in fact, strengthening and reviving tourism centers can be the driving force of urban regeneration in this area. If the development of tourism is not purposeful, it will destroy the structure of the texture, congestion, and traffic will cause hardship to the residents.
Marketing economics
Ameneh Khadivar; Maryam Golestani; Fahimeh Golshani
Abstract
The main goal of the current research is to predict the ethical purchase intention of sustainable products in the circular business model through the behavior of customers/tourists using artificial neural network (ANN). The statistical population of the present study are customers/tourists who have used ...
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The main goal of the current research is to predict the ethical purchase intention of sustainable products in the circular business model through the behavior of customers/tourists using artificial neural network (ANN). The statistical population of the present study are customers/tourists who have used the products/services of Gargop restaurant. Sampling was done based on Morgan's table and 384 people were examined through a questionnaire. The results indicate that as much as the input variables include attitude (willingness to pay more money, attitude towards circular business models), perceived value (social value, functional value and value) and awareness (awareness of ethical product/service and brand awareness) have a higher value; it is expected that the ethical purchase intention will be stronger. The present study by examining the behavioral factors of customers to the collection of literature related to circular business models and also sustainable development helps.IntroductionTourism has many positive and negative economic, social, cultural, and environmental effects. These dimensions have always been and will be discussed in most sources as essential areas of destination sustainability in sustainable development issues. In the world, the tourism industry is known as a smoke-free industry. According to those mentioned above, the expectation from this industry without smoke is that all these active businesses will operate in line with sustainable development goals. On the other hand, the rapid growth of the world's population and urbanization increases consumption significantly, while natural resources are limited and scarce (De Angelis, 2018). The world's population is estimated to reach about nine billion people by 2050, and it consumes resources more than three times the current rate (Planning, 2015). The current linear economy, characterized by "take-produce-do things in order," accelerates the depletion of resources and energy (Boken et al., 2017).The concept of circular or circular economy, inspired by nature in the late 1970s, means that nothing is wasted and all outputs are inputs to other processes (Ellen McArthur, 2018). The circular economy is a strategy to oppose the traditional market system, aiming to deal with the challenge of lack of resources and waste disposal in a win-win approach with an economic and value perspective (Homrich et al., 2018). The ethical purchase intention of customers/tourists is essential for the successful implementation of circular business models and sustainable development. However, few researchers have focused on the role of customers/tourists in activating circular business models and sustainable development.The current research fills this gap by identifying the essential factors that affect the ethical purchase intention of customers/tourists for circular business models and sustainable products/services in the tourism industry in restaurants and catering centers. According to the research of researchers of this article, no research has been done on the mentioned subject in this way in Iran, so the value and innovation of the present research are also evident. Therefore, the main problem of the current research is that only some customers or tourists may buy and use sustainable products/services; for example, tourists interested in using luxury restaurants may need to be more attractive to them. In this regard, the main goal of the current research is to identify the behavioral factors that determine customers'/tourists' intention to purchase sustainable products in circular business models ethically.For this purpose, artificial neural network (ANN) has been used as a prediction method, and Python software has been used for analysis. The network's output in this research is ethical purchase intention, and its inputs are the behavioral factors of customers/tourists. The statistical population of this research is the customers/tourists who use the products/services of Gargop restaurant, the first wooden recycled restaurant in Iran, which has all its facilities, products, and services in line with sustainable development near Khorkhoran International Wetland in the coastal city of Bandar Khmeir, Hormozgan province. Sampling was done based on the table of Morgan and Krejcie, and 384 people were examined through a questionnaire. Materials and MethodsThe present research is quantitative; firstly, primary information was collected using a questionnaire, then analyzed using an artificial neural network (ANN) prediction method and Python software. The output of the network in this research is ethical purchase intention. Its inputs are the behavioral factors of customers/tourists, including attitude (willingness to pay more money - attitude towards circular business models), perceived value (social value - functional value - cognitive value) is awareness (biological awareness - environmental awareness - awareness of ethical product/service - brand awareness).The statistical population of this research is the customers/tourists who use the products/services of Gargop restaurant, the first wooden recycled restaurant in Iran, which has all its facilities, products, and services in line with sustainable development near Khorkhoran International Wetland in the coastal city of Bandar Khmeir, Hormozgan province. Sampling was done based on the table of Morgan and Krejcie, and 384 people were examined through a questionnaire.Discussion and ResultsThe specifications of the model are as follows:Due to the lack of balance of the data classes, that were 339 in category one (ethical purchase intention) and only 45 in category zero (no ethical purchase intention) the SMOTE algorithm (Chawla et al., 2002) have used to solve this problem and the increase of the data of the lower class (not intending to buy ethically). Therefore, the neural network was built with an equal number of 339 in class one (ethical purchase intention) and 339 in class zero (no ethical purchase intention). The data were divided into three categories: 70% training, 20% testing, and 10% validation. ConclusionsAccording to the research results, when x variables include attitude (willingness to pay more money (x1), attitude towards circular business models (x2)) - perceived value (social value (x3), functional value (x4) and cognitive value (x5)) and awareness (awareness of ethical product/service (x6) and brand awareness (x7)) get a higher value, variable y means ethical purchase intention also increases, gives that, of course, this relationship is not linear and is formed in the form of a network, and the hidden layer is also essential. By examining the issue from the customers' point of view, the present research contributes to the collection of literature related to ethical purchase intention and circular business models, and consequently to sustainable development, especially in the restaurant and tourism industry, and it provides valuable guidelines for businesses to be more successful in the current market. Considering that businesses have shifted from a linear economy to a circular economy, the vital role of customers/tourists should not be ignored.Therefore, understanding the essential behavioral factors of customers can pave this path, and by predicting their ethical purchase intention through these important behavioral factors, it is possible to predict their behavior and influence their behavior change because the behavior is not formed by itself and is the result of the customer's intention to buy ethically. The current research expands the role of customers and explains how different factors can collectively affect customers' acceptance and purchase intention of the circular business model. Business managers can apply the circular business model in their business and adjust the type of their offers according to the customers they want to target. The present research results help them better understand the behavior of customers who pay more attention to sustainable development goals and are concerned in some way.The intention (intention) and customers' buying behavior are essential to implement the circular business model successfully. Customers' different personal characteristics and changes over time make it difficult for businesses to fully understand their expectations and behavior. This is even more important given the drastic changes from linear to circular economies. Therefore, businesses should do deep market research about their target customers in different time frames and consider many characteristics in a categorized manner. Finally, to successfully brand and protect the brand, as a business that operates with sustainability goals, it should take special measures and stabilize this brand in customers' minds in the long term.
Marketing economics
Yasin Qadermarzi; Mohamad rasol Almasifard; Mohsen Yarahmadi
Abstract
The world registration of the Oramanat region as the 26th World Heritage of Iran in the UNESCO organization has doubled the importance of this region from the west of the country. Considering the many capacities of the Oramanat region to attract tourists and the proper use of the world registration point ...
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The world registration of the Oramanat region as the 26th World Heritage of Iran in the UNESCO organization has doubled the importance of this region from the west of the country. Considering the many capacities of the Oramanat region to attract tourists and the proper use of the world registration point to make this region known as a tourism hub at the international level, this research aims to find the influential factors in branding the Oramanat tourism destination in the form of a model, and it is a Model. Regarding the objective type, this study is applied research conducted using a mixed exploratory method during two qualitative and quantitative stages. In the qualitative section, interviews were conducted with 15 experts in the field of tourism, including university professors, officials, and activists in this field, first in a targeted manner and then in a snowball. In the quantitative section, paired comparisons were given to the same sample people in the qualitative section of the questionnaire. Finally, a hierarchical analysis was performed to analyze the data. Based on the research findings, nine main factors were identified for the international tourism branding of Oramanat, which obtained the most points in the order of the importance of infrastructure and facilities, attraction factor, and marketing and advertising factor. Administrative, political, and legal factors, tourists and agencies, brand building, stabilization, sociocultural, and economic factors were also placed as the following priorities. Finally, according to the results of the interviews, the factor of infrastructure and facilities is the region’s weakness. The attraction factor is its strength, so it is necessary to create facilities for accommodation, healthcare, communication, and transportation in the region and should be strengthened. Oramanat’s destination brand should be created around the attractions of the region that have the necessary capacity by using various marketing and advertising methods. Holding various conferences and forming a specialized committee to develop the branding program of the region are also essential and practical suggestions for facilitating matters.IntroductionOne of the tourist areas in Iran is the Oramanat region. Due to its historical, cultural, and natural attractions, this region can be a suitable destination for attracting tourists throughout the year, effectively empowering the people and organizing the region’s economy.Since there are few essential sources of income and economy in Oramanat, tourism can be an important source of income for the people of this area.However, the expected benefits from this industry have yet to be realized for the people of Oramanat, which may be the main reason for the improper management and planning, lack of necessary facilities, and minor and limited advertising. The combination of these factors has made the majority of tourists in the region from neighboring regions and provinces, and we have yet to see much success in attracting international tourists to this region.Due to the weakness in marketing and advertising, this region has many obstacles to introducing its tourist attractions.One of the subsets of marketing is branding. If we intend to attract international tourists, destination branding will be inevitable because there is fierce competition between different destinations to attract tourists. Our destination must create, maintain, or increase its market share in this competition. Therefore, considering the increasing importance of the tourism industry and the significant impact of this industry on necessary social, economic, and cultural fields, the importance of branding to attract tourists and the potential of Oramanat region in the field of attracting international tourists and also the global registration of the region, we decided to Let us look for the answer to this question, what branding model can lead to the development of international tourism in Oramanat region?Literature ReviewAccording to the definition of the World Organization (WTO), international tourism includes the activities of visitors who temporarily leave international borders and stay in destinations other than their place of work and residence for more than 24 hours. Although international tourism is an economic activity, it creates interaction between many people. International tourism increases the demand for services and facilities. Therefore, it creates challenges and opportunities for the host country and plays a vital role in the economic development process of many countries. The host country spends more to attract this type of tourists and earns more income through visitor expenses. One of the reasons for paying more attention to international tourism than domestic tourism is the positive impact of this tourism on economic growth through the creation of foreign exchange income and job creation.A brand is a set of communications that combines the name, sign, and symbol associated with a product. Brands convey attributes and meanings designed to enhance the value of a product beyond its functional value. The brand makes the product quickly recognized and repurchased by the customer.Branding of tourist destinations has also gained considerable popularity. The battle of customers in the destination market will not be about prices but hearts and minds. Destination branding is a way to communicate that destination’s specific and unique identity by differentiating its personality from competitor destinations. The overall objective of destination branding is to contribute to the positive image of the destination by continuously reinforcing brand elements. The brand is used as a common goal for the activities of many different actors in the tourism industry.The tourism brand should specify the attractions and capabilities of the destination for tourists. In addition to creating an emotional connection between tourists and the destination, the brand will reduce the cost of tourists' research. Suppose the brand leads to presenting a positive image of the destination to the tourists. In that case, the tourists will provide the necessary grounds to attract other tourists with positive word-of-mouth advertising, and this will be effective in reducing marketing and advertising costs.MethodologyThe current research is practical in terms of its purpose. In terms of the working method, it is exploratory mixed research that was carried out in two consecutive stages, qualitative and quantitative.In the beginning and the qualitative stage, the necessary data were collected using in-depth and semi-structured interviews to identify the factors influencing the branding of the Oramanat tourist destination. Then, these data were analyzed using the qualitative content analysis method, and the more conceptually related factors were placed in the same category.In the second and quantitative stage of the research, a pairwise comparison questionnaire was prepared and provided to the experts to prioritize the mentioned factors. The studied community in both qualitative and quantitative sections consist of experts, specialists, officials, and professors in the fields of management, entrepreneurship, and tourism in Kurdistan and Kermanshah provinces, which include faculty members of the management and entrepreneurship department of Razi University, managers and experts Organization of cultural heritage and tourism of Kurdistan and Kermanshah provinces, as well as some tourism activists in these provinces.Sampling in this research was done in a targeted manner and then by snowball. Therefore, interviews were conducted with several experts in the field of tourism until we reached theoretical saturation. Theoretical saturation was achieved with 12 interviews, which continued until 15 people to ensure more interviews.In the quantitative part, pairwise comparisons were presented to the qualitative part of the questionnaire sample to give weight and points to the identified factors. The Expert Choice software determined each factor’s final weight and score in the final step. In this research, the reliability of the research was controlled by developing a framework for the interviews, confirming the interviews, and analyzing the results. Also, interviews were conducted with people in different positions to witness pluralism among the participants. The compatibility rate index, which should be less than 0.1, was used to measure the reliability of the paired comparisons questionnaire.DiscussionReviewing the texts and interviews shows that one of the most frequent factors related to the topic of discussion is the infrastructure and facilities of the tourist destination. A destination with many tourist attractions may need proper facilities and infrastructure to attract tourists. There may need to be more than infrastructure and facilities to build a tourism brand, but their absence effectively dose not attract tourists. Naturally, when a destination does not have the most basic facilities, it will not attract tourists, so it can eventually become a tourism brand. According to the participants’ statements in the interview, the Oramanat region lacks the necessary facilities and quality infrastructure, and this issue can be a strong reason for emphasizing this factor.The second most important factor in international tourism branding is destination attractions. Indeed, this factor, like infrastructure and facilities, is not a reason for creating a tourism brand. Every destination must have attractions to attract tourists: otherwise, it will not be a tourist destination. However, using these attractions as a prominent factor in brand building is effective. Especially if these attractions are specific to that destination, the destination brand can be formed by emphasizing that unique attraction. The destination brand is formed around its special attractions. One of the positive points of the Oramanat region is the existence of various historical, natural, and cultural attractions. The attractions alone are enough to use it in the destination brand, while Oramanat is a region rich in diverse and different tourist attractions.The first two factors, which were very important, are not directly involved in the branding process, but the marketing category is tied to branding and cannot be separated. The branding process is hidden in the marketing and advertising factor by looking at the concepts of this factor. Naturally, the destination should be evaluated at the beginning of the matter, and its potential capacities should be identified. By using a variety of marketing and advertising methods, its position should be established in the eyes of tourists as customers of the destination's tourism services. It is essential to use the unique features and attractions of the destination in advertising.One of the things that the experts mentioned about this factor and that was also available in the texts is the discussion of advertising and the use of different advertising methods due to the extensive advancement of technology. Using the multiple capacities of mass communication media and taking advantage of advanced technologies will be critical in building and introducing the destination brand. Regarding the Oramanat area, only a few advertising activities have been done. If something has been done, it has been scattered and limited, which has yet to impact significantly. Other factors also speed up the branding process according to the weight they have gained, and it is necessary to pay attention to these factors and not ignore their influence.ConclusionIn general, among the above-known factors in the Oramanat region, the lack of quality infrastructure and facilities to provide services to tourists is considered a weakness, and it is necessary to plan and take adequate measures in this regard. Let the authorities do it. Various attractions in this region are also considered to have potential and strength, and it is better to evaluate these attractions and identify the attractions that can form the region’s leading brand. Then, the marketing specialists in the tourism industry design the marketing and advertising processes based on it and create the destination brand of Oramanat. It is evident that managerial, political, legal, sociocultural, and economic factors and tourists and agencies have played a significant role in forming the region’s brand, and these factors should be mobilized to play their role in branding Oramanat.
yavar babaei; maryam fani
Abstract
Today, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors ...
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Today, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors in the hotel industry. In terms of purpose, this is applied research, and in terms of methodology, it is a descriptive survey. Its statistical population was the managers and employees of 4 and 5-star hotels in Yazd and Kerman. The sampling method is cluster sampling, in which six hotels in Yazd and Kerman and 203 employees and managers of these hotels were selected as a sample. The data collection method was a questionnaire, and data analysis was performed using structural equations. Findings showed that green human resource management has a positive and significant effect on employee environmental involvement, environmental citizenship behavior, and environmentally friendly behaviors. Also, environmental involvement and environmental citizenship behavior of employees have a significant impact on the environmentally friendly behaviors of employees. Because employee behaviors lead to the improved environmental performance of the entire organization; therefore, the success of an organization's environmental management depends on the employees' environmentally friendly behaviors. Hotels can influence the environmental behaviors of employees through green human resource management mechanisms and thus facilitate the involvement of employees in environmental activities in the hotel and their environmental citizenship behavior. This study provides suggestions and practical solutions to promote Green Hotel policies and improve employees' environmentally-friendly behaviors.IntroductionTo succeed in society and facilitate their profitability, organizations today must focus on social and environmental factors and economic factors (Daily et al., 2007). Sustainability has quickly become one of the top priorities for corporate executives worldwide, as awareness of the concept of greenness creates new ways of doing business in corporate strategies. The emergence of the hotel industry is a process of developing new ways of doing things that have reduced environmental damage and the waste of resources. This green movement has improved the ecological performance of many hotels, reduced their operating costs, and enhanced their corporate image (Kim et al., 2019). One of the main stakeholders in environmental issues is businesses, and it makes sense that they should also be part of the environmental solution. There is ample evidence that a large portion of the workforce is concerned about the environment. Employees are more committed and satisfied with organizations that play an influential role in securing green (Ahmad, 2015). So the central issue in this research is what effect does green human resource management have on environmental involvement, environmental citizenship behavior and environmentally-friendly behaviors of hotel staff?Materials and MethodsThis research is applied in nature and descriptive survey in terms of the data collection method. The statistical population is the managers and employees of 4 and 5-star hotels in Yazd and Kerman. Using the cluster sampling method, 203 people from 6 hotels participated in this study. In terms of time domain, it was done in 2019. The tool used to collect data includes the Green Human Resource Management Questionnaire (Kim et al., 2019), Environmental Involvement (Pham et al., 2019), Environmental Citizenship Behavior (Paille & Raineri, 2016), and Environmentally-Friendly Behavior (Kim et al., 2019). Finally, structural equation modeling has been used to analyze the data and the relationship between the research variables.Discussion and ResultsThis study showed that green human resource management with a path coefficient of 0.451 and 0.782 and significances of 4.47 and 39.238, respectively, has a positive effect on environmental citizenship behavior and environmental involvement of employees. In addition, employee environmental involvement with a path coefficient of 0.367 and a significance of 3.699, significantly affects organizational citizenship behavior. Also, the variables of green human resource management, environmental involvement, and organizational citizenship behavior with path coefficients of 0.618, 0.544, and 0.578, respectively, and values of 6.129, 8.372, and 18.688, respectively, have a positive and significant effect on the environmentally-friendly behavior of employees.ConclusionsToday, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors in the hotel industry. In terms of purpose, this is applied research, and in terms of methodology, it is a descriptive survey. Its statistical population was the managers and employees of 4 and 5-star hotels in Yazd and Kerman. The sampling method is cluster sampling, in which six hotels in Yazd and Kerman and 203 employees and managers of these hotels were selected as a sample. The data collection method was a questionnaire, and data analysis was performed using structural equations. Findings showed that green human resource management has a positive and significant effect on employee environmental involvement, environmental citizenship behavior, and environmentally friendly behaviors. Also, environmental involvement and environmental citizenship behavior of employees have a significant impact on the environmentally friendly behaviors of employees. Because employee behaviors lead to the improved environmental performance of the entire organization; therefore, the success of an organization's environmental management depends on the employees' environmentally friendly behaviors. Hotels can influence the environmental behaviors of employees through green human resource management mechanisms and thus facilitate the involvement of employees in environmental activities in the hotel and their environmental citizenship behavior. This study provides suggestions and practical solutions to promote Green Hotel policies and improve employees' environmentally-friendly behaviors.IntroductionTo succeed in society and facilitate their profitability, organizations today must focus on social and environmental factors and economic factors (Daily et al., 2007). Sustainability has quickly become one of the top priorities for corporate executives worldwide, as awareness of the concept of greenness creates new ways of doing business in corporate strategies. The emergence of the hotel industry is a process of developing new ways of doing things that have reduced environmental damage and the waste of resources. This green movement has improved the ecological performance of many hotels, reduced their operating costs, and enhanced their corporate image (Kim et al., 2019). One of the main stakeholders in environmental issues is businesses, and it makes sense that they should also be part of the environmental solution. There is ample evidence that a large portion of the workforce is concerned about the environment. Employees are more committed and satisfied with organizations that play an influential role in securing green (Ahmad, 2015). So the central issue in this research is what effect does green human resource management have on environmental involvement, environmental citizenship behavior and environmentally-friendly behaviors of hotel staff?Materials and Methods This research is applied in nature and descriptive survey in terms of the data collection method. The statistical population is the managers and employees of 4 and 5-star hotels in Yazd and Kerman. Using the cluster sampling method, 203 people from 6 hotels participated in this study. In terms of time domain, it was done in 2019. The tool used to collect data includes the Green Human Resource Management Questionnaire (Kim et al., 2019), Environmental Involvement (Pham et al., 2019), Environmental Citizenship Behavior (Paille & Raineri, 2016), and Environmentally-Friendly Behavior (Kim et al., 2019). Finally, structural equation modeling has been used to analyze the data and the relationship between the research variables.Discussion and ResultsThis study showed that green human resource management with a path coefficient of 0.451 and 0.782 and significances of 4.47 and 39.238, respectively, has a positive effect on environmental citizenship behavior and environmental involvement of employees. In addition, employee environmental involvement with a path coefficient of 0.367 and a significance of 3.699, significantly affects organizational citizenship behavior. Also, the variables of green human resource management, environmental involvement, and organizational citizenship behavior with path coefficients of 0.618, 0.544, and 0.578, respectively, and values of 6.129, 8.372, and 18.688, respectively, have a positive and significant effect on the environmentally-friendly behavior of employees. ConclusionsThis study linked the concept of green human resource management to the behaviors of the hotel staff. This research is a practical approach for tourism destination managers and actors providing hospitality areas and departments. Using green human resource management practices can help hotel managers drive their employees into pro-environmental behaviors. To achieve this, hotel managers can use ways in which employees are more involved in deciding and presenting creative ways. As issues of environmental protection and sustainable management have become one of the essential responsibilities of hotels, it is recommended that hotels first manage green human resources before making any environmental efforts. Doing green human resource management helps hotels’ employees reinforce that the hotel is committed to protecting the environment. This strengthens staff commitment to the hotel and improves staff’s environmentally-friendly behaviors. As a result, hotels need to prioritize green human resource management.
hamid zargham brujani
Abstract
Probably the greatest single deterrent to tourism development is the lack of appreciation and enthusiasm for tourism by civic and business leaders. When tourism is not understood and its behefits are unclear, planning and implementation of measures to improve the industry are often lacking. Global tourism ...
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Probably the greatest single deterrent to tourism development is the lack of appreciation and enthusiasm for tourism by civic and business leaders. When tourism is not understood and its behefits are unclear, planning and implementation of measures to improve the industry are often lacking. Global tourism has become the largest industry in the world, with nearly 500 million consumers of tourism services per year spending hundreds of billions of dollars. The industry provides employment to over 100 million peopel worldwide. In view of tourism's increasing role in economic activity, the factors affecting its performance should be analyzed. An understanding of these factors is crucial to determine the ways in which national and international financial institutions, NGOs, and other entities can play the most value-adding role. This paper provides a brief profile of key factors and trends in tourism and their economic effects at the global, national and regional levels.
Abdul Hamid Haji Pour Shoushtari
Abstract
The United Nations Educational, Scientific and Cultural Organization (UNESCO) promotes a wide range of activities to preserve and develop both traditional and contemporary crafts. This includes a ten - year plan of action for the development of crafts in the world ( 1990 - 2000), the annual UNESCO crafts ...
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The United Nations Educational, Scientific and Cultural Organization (UNESCO) promotes a wide range of activities to preserve and develop both traditional and contemporary crafts. This includes a ten - year plan of action for the development of crafts in the world ( 1990 - 2000), the annual UNESCO crafts prize to recognize the creative talents of craft producers, as well as programmes to identify and bestow on the world's most outstanding artisans the title of": Human Living Treasure." On the other hand, creativity is the humankinds most widely and evenly distributed resources. All people seek outlets for self - expression and have the capacity to create objects to uplift the spirit and enhance peoples lives.
naser aliazimi
Abstract
Almost all economists and commentators as well as government officials and other policy - makers have accepted that the tourism industry is an important source of foreign earnings for a country . This is especially true of those countries, such as Iran and other developing countries , which are dependent ...
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Almost all economists and commentators as well as government officials and other policy - makers have accepted that the tourism industry is an important source of foreign earnings for a country . This is especially true of those countries, such as Iran and other developing countries , which are dependent on export income from the export of raw materials that are always affected by large price lluctuations.<1) Tourism , therefore, has been regarded as an important element in l-See.for example: ABull. 1lte Economics of Travel and Tourism (Wiley. NC\v York. 1996): S.F. \Vitt. and C.A win Moedlling and Forecasting Demand in Tourism (Routeldge . London, 1990); and D.H.Lundberg .. ,M.H. Stavenga and 1-1. Krishnamoorthy Tourism Economics (John Wiley & Sons, NewYork.1995).
Mahbubeh Arab; Meysam Shirkhodaei; Fafemeh Aligolifiroozjaii
Abstract
In the tourism industry, maintenance of the customer is critical to the growth of the organization; therefore, the purpose of the study was to evaluation the relationship between the three variables of service quality, customer satisfaction and customer value as independent variable and customer loyalty ...
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In the tourism industry, maintenance of the customer is critical to the growth of the organization; therefore, the purpose of the study was to evaluation the relationship between the three variables of service quality, customer satisfaction and customer value as independent variable and customer loyalty as an associated variable that is examined by the role of mediator of customer relationship management. This research method is an applied type research conducted by a descriptive survey method. Data were collected from customers at a Tourist Recreation Complex Mizban Babolsar it Systematic random sampling. The results of the research with structural equations showed that the relationship between customer relationship management quality and customer loyalty is positive and significant. Also, the relationship between quality of service, customer satisfaction and customer value is positive and significant in terms of the role of mediator of customer relationship management.
Alireza Ildoromi; Seyed Mousa Hosseini; Mohammad Ghorbani
Abstract
Nowadays, examining and identifying potential locations for Ecotourism have become one of the important issues considered by tourism planners. using natural resources as tourism attractions, but without damaging them, is an ideal object to move in alignment with sustainable development. The aim ...
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Nowadays, examining and identifying potential locations for Ecotourism have become one of the important issues considered by tourism planners. using natural resources as tourism attractions, but without damaging them, is an ideal object to move in alignment with sustainable development. The aim of this study was to examine the feasibility of establishing an eco-touristic camp in Balkhly Boulaghi resort of Garmab township, in Khodabande city in the province of Zanjan. The statistical population of the present study was about 300 visitors per month and, overall, 3600 of those per year, Based on Cochran's formula, a statistical sample of 255 people was calculated. In this study, simple random sampling was used to distribute the questionnaire, and it was tried using the SWOT model and the Analytical Hierarchy Process (AHP), and, finally, analyze the information obtained using ARC GIS software to identify potential areas for establishing eco-camp. The results obtained from the process showed that only 0.4 percent of the area in Khodabande township is capable for establishing eco-touristic camps. it is showed that, in the case study, there are significant limitations in terms of establishing touristic camps, so that only 2.17 percent of the area of the township, in which capacity is capable, is located in this area. However, the results obtained from SWOT analysis showed That total score of internal and external factors are 3.71 and 3.12 respectively where represents aggressive strategy, and it indicates planners’ use of strength and opportunity points for tourism developing in the area as a case study.
Mahmood Maarefi; Houshang Asadullah; Esmail Hassanpour Ghoroghchy
Abstract
Digital space is increasingly associated with the tourism industry, and content production as an important part of this space is seeking to attract customers. Content is the core of digital marketing which is in charge of educating, raising awareness, informing and creating added value for customers. ...
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Digital space is increasingly associated with the tourism industry, and content production as an important part of this space is seeking to attract customers. Content is the core of digital marketing which is in charge of educating, raising awareness, informing and creating added value for customers. The purpose of this study is to present a content marketing model based on artificial intelligence in the tourism industry of Fars province. This paper presents a content theory model based on data based theory. Genetic algorithm is used as one of the artificial intelligence algorithms for content selection, content format and content distribution channel. The results show that artificial intelligence has the ability to select the content that is more applicable and useful than the experts and human resources. Finally, this model was able to be efficient and effective in spreading content in Fars province tourism industry.
Mohammad reza Amiri fahlyiani
Abstract
Tourists became carriers of Covid 19 disease and, eventually, became victims of the disease on their own. In this study, we aim to identify the key factors of behavioral geography affecting the tourism situation of Shiraz metropolis when facing infectious diseases and Covid-19 and scenario-building with ...
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Tourists became carriers of Covid 19 disease and, eventually, became victims of the disease on their own. In this study, we aim to identify the key factors of behavioral geography affecting the tourism situation of Shiraz metropolis when facing infectious diseases and Covid-19 and scenario-building with a future-studies approach. The present study, in terms of purpose is applied research which has been conducted in terms of survey method at the exploratory level and based on the future-studies approach. The propulsive forces are determined by the Delphi method, and then these factors are determined based on the degree of importance level and uncertainty, prioritization ,and the most critical factors, and the software-Mic Mac- is used to write possible scenarios. In the scripting stage, 34 general variables were identified and defined in this software. Findings indicate that among these variables, behavioral behavior, immigration, inflation and social capital are the most influential key factors of behavioral geography influencing the tourism industry of Shiraz metropolis dealing with infectious diseases.
Saeed Maleki; Hadi Alizadeh; Mohammad Javad Kamelifar
Abstract
The present study has been performed to assess the urban tourism sustainable drivers in Ahvaz city using the descriptive-analytical methodology. Regarding the main object of the study, two secondary objectives of recognizing the priority of using tourism sustainability drivers and recognizing the impact ...
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The present study has been performed to assess the urban tourism sustainable drivers in Ahvaz city using the descriptive-analytical methodology. Regarding the main object of the study, two secondary objectives of recognizing the priority of using tourism sustainability drivers and recognizing the impact of drivers on the sustainability of urban tourism in Ahvaz have been followed in the research process. For data collection by surveying methods, the opinions of 30 experts related to the field of research have been gathered using a questionnaire. To analyze the priority of drivers, Multilayer Perceptron Neural Network (MPNN) approach, and to analyze the effects of drivers on the sustainability process of urban tourism in Ahvaz, linear regression analysis (R-Linear), logarithmic (R-Logarithmic) and logistics (R-Logistic) has been used. The results show that according to the results of regression models, except for economic and social sustainability drivers, other drivers do not affect the sustainability process of Ahvaz urban tourism. On the other hand, the results of the neural network approach indicate that political sustainability driver, based on the opinion of experts with a significance of 0.235, has a higher priority to improve conditions and create conditions for sustainability in urban tourism in Ahvaz.
Amin Arefi; Davood Feiz; Bahar Beishami; Azim Zarei
Abstract
The purpose of this research is identifying the specific characteristics and the logical benefits of hotel Hospital with Halal brand. The research methodology is based on the philosophical interpretation, fundamental orientation, deductive approach and method of doing is qualitatively. The statistical ...
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The purpose of this research is identifying the specific characteristics and the logical benefits of hotel Hospital with Halal brand. The research methodology is based on the philosophical interpretation, fundamental orientation, deductive approach and method of doing is qualitatively. The statistical population in this research was the staff, managers and patients of Gandi Hotel Hospital and Helal Complex of Iran. Sampling was done by judiciary and to extract tangible features and logical benefits with 15 employees and managers and for the extraction of emotional features, 20 patients were interviewed by this hotels hospital. The interview data was analyzed by thematic analysis technique using MAX QDA software. The results of this research are based on the Pyramid brand model which includes 14 tangible features and 67 Logical benefits.
Hossein Livani; Ali Farhadi Mahalli; Alireza Matoufi
Abstract
Medical tourism is one of the branches of the tourism industry that has flourished in recent decades and has played a significant role in generating income and employment in countries. the present study was conducted to identify key requirements affecting the implementation of medical tourism policies ...
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Medical tourism is one of the branches of the tourism industry that has flourished in recent decades and has played a significant role in generating income and employment in countries. the present study was conducted to identify key requirements affecting the implementation of medical tourism policies in Golestan province. This qualitative research was conducted using grounded theory method. Participants included 13 people with at least 5 years of relevant work experience and expertise in the field of medical tourism who were included in the study through purposive sampling with snowball technique and were interviewed in depth. Frequent refinement of primary codes led to the formation of open codes and then core codes such as management system, public transport infrastructure, general regulations, and so on. Selected codes were also organized under the headings of organizational architecture, capacity building and service quality, etc
Mohsen Nazari; Roza Hendijani; Zeinab Mohammadi; Saeideh Esmaeili
Abstract
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention ...
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Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention towards prices in social media campaigns. The research variables are the time to first fixation, fixation count at the price, visit duration, and visit count to the area of interest. The results of the experiment showed that discount formatting had an impact on fixation count, visit duration, and visit count on the price, and the presentation of discounts in the form of cash and gifts attracted more attention. Also the price displayed at the top left got more attention.
Mahbobe Abedi; farzam Farzan; morteza dosti; afshar honarvar
Abstract
Introduction: In recent years, awareness of sustainable tourism has increased around the world. Many tourism industries combine sport to attract more customers to facilitate economic development and promote local culture (Yang et al., 2020). Sports tourism is becoming a huge and independent industry ...
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Introduction: In recent years, awareness of sustainable tourism has increased around the world. Many tourism industries combine sport to attract more customers to facilitate economic development and promote local culture (Yang et al., 2020). Sports tourism is becoming a huge and independent industry in the world. Beaches and sea-related areas with various purposes such as swimming, boating, diving, and other water activities and recreation are the main attractions in many parts. These attractions can attract both groups of tourists with a general tendency to look for rest and recreation and special tourists looking for activities such as fishing, diving, and jet skiing (Sanaei, 2017: 80). However, research has shown that the mere presence of strong attractions (attractive factors) to participate in an event does not guarantee attendance at that event; deterrents can affect the presence of the event more strongly (Hematinezhad, 2017: 85). Therefore, the researcher decided to study the obstacles and barriers to the development of water-beach sports tourism.Materials and Methods: The method of the present study is mixed (qualitative-quantitative) and in the form of exploratory-consecutive mixed design. The statistical population of the research, in the qualitative field of professors in the field of sports science and tourism, experts in the field of tourism and cultural heritage, active tourism institutions and agencies, sports experts of the federation and water sports delegations and in the quantitative field of customers of Mazandaran coasts, Gilan, Hormozgan and Kish Island in the summer of 1396. the researcher-made questionnaire was designed based on the five-point Likert scale to collect information. The questionnaire was developed from two parts of demographic characteristics that included 8 questions, and the main part contained 31 questions and 4 variables. After that, to confirm the validity, the questionnaire was given to tourism and sports sciences professors. After confirming the validity, the questionnaire was distributed among beach customers. The number of samples according to the Morgan table in the statistical population was 384 people. (Hormozgan province and Kish island) was selected from the southern coast of the country. Questionnaires were randomly distributed among customers. Finally, 600 questionnaires were analyzed. A questionnaire was given to 10 professors of sports science and tourism professors who had at least one published article in sports tourism and related to the research topic and were experts in this field to assess the face and content validity of the research. For determining the internal reliability of the questions, Cronbach's alpha reliability technique was used. First, 50 questionnaires were distributed with Cronbach's alpha coefficient of 0.89, based on which the questions had acceptable reliability to test the collected information. The normality of the data was checked to analyze the information for each of the factors affecting the tourism of water-beach sports using skewness and elongation. After ensuring this, the identification of indicators related to each element was an exploratory factor analysis method. The structural equation method was used through SPSS and Amos software To estimate the research model. Discussion and Results: The model fitting is suitable for extracting relationships between variables. All paths were statistically significant and had coefficients higher than 0.5. The factor burden of the components related to deterrents is the importance of the infrastructure dimension (1.07), socio-cultural dimension (1.00), economic dimension (1.00), and legal-political dimension (0.95), respectively. It can also be seen in Table (3) that all routes had a positive effect on inhibitory factors.Conclusions: In examining the effect of items related to the deterrent factor in the development of water sports tourism, the results of the structural equation model showed that 4 variables with 31 items including 1) socio-cultural (6 items); 2) infrastructure (5 items); 3) Legislative and political (10 items); 4) Economical (6 items) that had an acceptable operating load, and items 7B, 8B, 9B, 13B, 15B in the Exploratory analysis agents with an operating load of less than 0.5 were eliminated. Among the variables of deterrents, the infrastructure dimension (1.07), socio-cultural dimension (1.00), economic dimension (1.00), and legal-political dimension (0.95) were more important, respectively.Socio-cultural barriers include destructive environmental effects for coastal areas, lack of attention to the passage of tourists' personal vehicles in the coastal zone, noise pollution due to the presence of tourists, lack of system Sewage from beachfront beaches, the lack of special places for women to enjoy water recreation, the lack of special family swimming areas and the creation of cultural problems caused by mixed swimming between men and women were mentioned. According to the research results, it is suggested that special places be considered for women to use water sports recreation. Also, serious violations should be dealt with the violators of the construction in the shores area, and monitoring should be done on the discharge of the sewage of the buildings around the sea to prevent the pollution of the seawater. For the well-being of tourists, special places should be considered for renting recreational and beach activities such as motorcycling, car riding, horse riding, cycling, etc. Findings of the study regarding the effect of the infrastructure component of deterrents in water sports tourism with the conclusions from Garavand et al. (2013) Lack of standard sports and recreational facilities, the most important obstacles of sports tourists. Veicy and Mehmandoost (2015) studies stated that underlying factors significantly affect the lack of tourism development in Iran. Mirzazadeh and Abdolmaleki (2016) stated that obstacles and problems of infrastructure and places have a significant role in developing sports tourism in Mashhad. Sanaei (2017) concluded that infrastructural barriers are one of the most important obstacles to the development of water sports. Therefore, the dimension of infrastructure as one of the main elements of obstacles with the highest factor load (1.07) in water sports tourism has been studied in the present study.Among the issues raised in the legal-political factor is the lack of a law on dealing with offenders in swimming areas, the lack of transparency of the main custodian of the seashores in the law, the mistreatment of police officers by tourists, the mistreatment of lifeguards With tourists, mistreatment of local communities with tourists, problems such as traffic, inflation, and environmental pollution caused by overcrowding, lack of security and tranquility of tourists on the beaches, lack of motivation and inability of officials to attract He pointed out the effectiveness of beach tourism, the seasonality of tourism in some coastal areas of the country, the lack of support from officials for investors and sports tourism projects. Given that security, tranquility, and tourism are directly related, tourists are looking for a place to enjoy and relax and get away from the worries of everyday life. Therefore, it requires the relevant bodies to have the necessary coordination on tourism and security. It is recommended that beaches be privatized for a long period of at least 5 years or more.Among the issues raised in the economic factor can be the lack of sustainable employment in all seasons in coastal areas, high prices and false price increases due to the presence of tourists, high prices compared to the quality of services provided to tourists, high costs of some Beach recreation such as diving, fishing, etc., lack of funding for advertising, media, and virtual advertising to introduce the country's beach recreational attractions worldwide, lack of funding for local information to present water sports facilities in coastal areas Cited. It is suggested that by providing facilities such as tax incentives, low-interest loans, and land privatization for the construction of hotels and restaurants, water parks and shopping malls, and other service industries, a step towards job creation. , Economic prosperity, and control over inflation levels of host communities be removed. Also, the financial benefits of hosting sports competitions and festivals should be directed to the use of the host communities. Provide the ground for cooperation and entry of natives to invest in this field. Because when the mutual benefit of indigenous peoples and tourists is considered, and indigenous peoples consider themselves beneficiaries, they are expected to make more efforts in its sustainable development. Budgets should be considered for advertising and introducing water-beach sports attractions.
Manijeh Haghighinasab; Azam Mir Soleimani; Payvand MirzaeianKhamseh
Abstract
Introduction
In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having great potential. In the Development Vision ...
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Introduction
In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having great potential. In the Development Vision Document, Iran is ranked 89th in the world and 12th among the regional countries and is still far from its tourism goals (Travel and Tourism Competitiveness Reports, 2019). Thus, concerning the economic, social, and cultural conditions of Iran and its tourism potentialities, it is necessary to address the topic in order to enhance social employment, raise currency circulation, develop transportation, help with the realization of the development vision goals, and attract domestic and foreign investors. It can also pave the way for increasing international interactions and exchanges, helping Iran to become more influential in branding of other products and services—regarding the brand effect of the producer city—and to attain sustainable development. Therefore, the main question of the current research is as follows: What is the model of brand promotion for Fars Province as a tourist destination?
Materials and Methods
The methodology of the current research generally follows the onion model. The primary purpose of this study was to design and validate a model of brand promotion for Fars Province as a tourist destination. The research is characterized by the philosophical foundation of pragmatism, fundamental–applied orientation, and exploratory sequential mixed methods design. Concerning the qualitative aspect, the study used theoretical sampling, in-depth interviews, and the grounded theory approach. Concerning the quantitative aspect, the research employed the stratified random sampling method as well as the structural equations modeling using LISREL 8.8. Software. Based on the grounded theory approach, the in-depth interviews were conducted with 10 practitioners of the tourism industry. The collected data was then analyzed through the MAXQDA Software. Having identified 222 initial concepts under six main categories and 113 subcategories, the study went on to design the final paradigm model. In the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the practitioners in order to validate the model. The results were tested by the structural equation modeling method using LISREL 8.8. Software.
Results and Discussion
Branding is recognized as a strategic approach to using tourism potentialities and promoting a tourist destination so that it can bring about the advantage of sustainable development. Using a mixed methods approach, this article intended to design and validate a brand promotion model for Fars Province as a tourist destination. Having confirmed the first hypothesis, the results showed the brand promotion for Fars Province is influenced by the causal factors, including the tourism potentialities in the province, the need for creating a sustainable competitive advantage for the province, and efforts made for enhancing the economic growth. The second hypothesis confirmed that the contextual factors (i.e., the available resources and facilities, social and cultural conditions, institutional and administrative security, and structures) have an impact on the formulation of an inclusive strategic tourism plan by the tourism practitioners. To explain the third hypothesis and draw conclusions, the study revealed that the brand promotion for Fars province, including awareness of the tourist destination brand and brand equity of Fars Province, significantly affects the strategy adopted by the tourism practitioners in formulating an inclusive strategic tourism plan. Hence, tourism administrators should focus on macro tourism policies and the potentialities and resources of Fars Province in order to determine the relevant tourism goals and select the target tourism market at the provincial level. The confirmation of the fourth hypothesis shows that the intervening factors (regional, global, political, economic, and infrastructural conditions, as well as managerial weaknesses) positively affect the adoption of strategies which promote tourist destination brands. Finally, the fifth hypothesis illuminates that any strategy for formulating an inclusive strategic tourism plan positively affects the consequences of its application (i.e., sustainable development). Thus, in addition to policymakers, the issue requires the consideration of tourism practitioners in the private sector, such as travel agencies, hoteliers, and educational centers. The activities and steps which can be influential in applying the inclusive strategic tourism plan are the alignment of tourism practitioners’ activities in the private sector with the national inclusive and strategic plan, identification of the target market and presentation of services commensurate with this market, and active participation in the local society to motivate and empower its residents.
tourism management
Zahra Razmi; Samaneh Ahmadi
Abstract
Today, virtual reality technologies offer unlimited potential for extensive virtual visits to real tourist destinations. The aim of the research is to measure the impact of the variables affecting the change of attitude in the decision to travel using virtual reality. This research is quantitative research, ...
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Today, virtual reality technologies offer unlimited potential for extensive virtual visits to real tourist destinations. The aim of the research is to measure the impact of the variables affecting the change of attitude in the decision to travel using virtual reality. This research is quantitative research, and in terms of purpose, it is applied, and in terms of data collection, it is a descriptive-survey of correlation type. The statistical population of this research is the users of the tourism channel. According to the Cochran relation, the sample size was 270 people, who answered the questions by distributing the questionnaire online in the statistical community. First, the collected data were analyzed and in the next step, the variables were ranked using the process of fuzzy hierarchy analysis. The research findings indicate that the criteria of flexibility, usefulness, perceived pleasure, a positive and significant relationship with changing attitudes has it. The results obtained in the fuzzy hierarchical method show that the variables of attitude change are first rank, usefulness is second rank, decided to travel is third rank, flexibility is fourth rank, perceived pleasure is fifth rank. It is concluded that tourism service providers should create new models in line with tourism marketing in order to raise the level of virtual experience of tourists.IntroductionIn the development of information and communication technology, the growth of virtual reality technology has attracted attention, especially considering the innovations that are expected from the fifth generation of mobile communications (5G). The fifth generation of mobile communications is an international mobile standard with the aim of commercialization in 2020(Lee et al., 2020). Tavakli and Mora say that despite the move towards virtual tourism, the experiences of tourists in virtual tourism destinations remain relatively unknown. This is especially true if the gender identity and behavior patterns of Iranian women in virtual tourism destinations are mentioned (Tavakoli, Mura, 2015). Zhang and colleagues say that although the studies related to virtual tourism have formed a relatively complete theoretical framework, it is not enough to respond to the systematic and comprehensive attitude of tourists and the causes of the attitude towards virtual tourism (Zhang et al., 2022). It has also been raised in the field of challenges; Although virtual reality provides information about the destination as smart tourism and is very useful, it is slow due to the problems of accepting new technology by tourists (Pestek et al., 2020). Tan and his colleagues have conducted research under the title; Borders are open again! Has virtual reality been friend or foe? Therefore, in this regard and according to the above, the basic research question is what effect does virtual reality have on the attitude and ultimately the intention to travel in terms of external and internal motivations? Previous researches have focused on the role of virtual reality displays in creating a sense of presence and how virtual reality affects destination marketing. To answer this question, a new model in technology development was created in this study. The gap that exists is that in few researches, in terms of investigating the motivation in using virtual reality in tourism, a distinction has been made between internal and external motivations, although Leung et al. The Technology Acceptance Model (TAM) is a parsimony and should be expanded to include factors that are particularly relevant to it (Leong et al., 2020). Therefore, based on the theory of extrinsic and intrinsic motivation, in the technology acceptance model, the current research measures the effect of flexibility, usefulness and perceived enjoyment of virtual reality on the change of attitude in the decision to travel. In the current research, an attempt has been made to change the attitude towards virtual reality in tourism. In addition to external motives such as usefulness, criteria such as curiosity, relaxation, and personal belief, which are internal motives, have been investigate.Material and Method:This research is quantitative research, and in terms of its purpose, it is applied, and in terms of the method of data collection, it is a descriptive-survey of the correlation type. The method of collecting information is divided into two categories: field (questionnaire tool) and library sources. Library sources have been used to collect theoretical foundations and research literature, and field methods have been used to collect research data. The confirmatory factor analysis test was used to verify the validity of the questions and to specify the key factors of each component, and the structural equation modeling technique was used to check the fit of the research model with the collected data. In the next step, we rank the variables using Fuzzy Hierarchy Analysis Process (FAHP), and make decisions by converting expression variables into triangular fuzzy numbers.Discussion and resultsThree variables of flexibility, usefulness, and pleasure were considered in attitude change, and in attitude change, in addition to measures of external motives, measures of internal motives such as curiosity, relaxation, and personal belief are effective in the decision to travel. ConclusionsThe findings show that the more the level of usefulness, perceived pleasure and flexibility increases in the virtual space, the more the person's attitude changes accordingly. In the next step, we ranked the confirmed variables using the fuzzy AHP method. Basically, although fuzzy systems describe uncertain and uncertain phenomena, the fuzzy theory itself is a precise theory. The results obtained based on the weighting coefficient show that the attitude change variable ranks first, usefulness ranks second, decision to travel ranks third, flexibility ranks fourth, and perceived pleasure ranks fifth. The findings of the research showed that the flexibility, usefulness, perceived enjoyment of virtual reality by virtual tourism users had an effect on the change of attitude, and this factor leads to their intention to travel. The result of this will increase the number of tourists in the real environment. Therefore, it is suggested that virtual reality service providers design programs and applications based on this technology to enrich the content of advertising video by adding more dynamic interactive virtual reality elements, creating immersive virtual reality products in order to improve the experience. Increasing the enjoyable experience of virtual tourists affects their behavioral intentions and as a result requests for more information about destinations, the likelihood of visiting the virtual site and then the real trip. The findings showed that in addition to external motives such as usefulness, measures such as curiosity, soothing, and personal belief, which are internal motives, have an effect on the intention to travel
Volume 8, Issue 24 , January 2014, , Pages 209-232
Sayyed Mohammad Tabatabaei Nasab; Fahime mahavarpoor; Faezeh Asadian Ardakani
Abstract
Reputation is a key issue in business. Like organizations, cities also compete at regional, national, and even international level. In such a competitive environment, reputation can be a valuable resource for a city. This study tried to present a model to explain the impact of branding on city reputation ...
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Reputation is a key issue in business. Like organizations, cities also compete at regional, national, and even international level. In such a competitive environment, reputation can be a valuable resource for a city. This study tried to present a model to explain the impact of branding on city reputation and its role in city performance. In terms of the purposes, this is applied research that had been done using the survey method. The required information was collected through a questionnaire from a sample of 277 Isfahan travelers using the available sampling method. Structural equation modeling with Smart PLS2 software was used for data analysis. The results revealed that city reputation has a positive and significant relationship on city performance and brand image impacts the city’s reputation through brand equity. Also, brand identity has a significant positive relationship on brand image.
Mohammad Reza Farzin; Fatemeh Shekari; fatemeh Azizi
Abstract
Keeping up with global trends and gaining competitive advantage requires that tourism destinations determine their strategies based on the recognition of the importance of their competitive features and performance. In the present study, the IPA approach was used to assess the importance of various activities ...
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Keeping up with global trends and gaining competitive advantage requires that tourism destinations determine their strategies based on the recognition of the importance of their competitive features and performance. In the present study, the IPA approach was used to assess the importance of various activities for gaining competitive advantage in destination management and the performance of two destinations of Yazd and Shiraz. The results showed that, from experts view, in both destinations, about half of the criteria with low importance and poor performance were in the lowest priorities for allocating resources. Based on the average points of importance in Yazd, the dimensions of "crisis management", "marketing", "climate change", "tourism and hospitality education", "sustainable development" and "product development and innovation" and in the city of Shiraz dimensions of "climate change", "marketing", "crisis management", "sustainable development", "product development and innovation", and "tourism and hospitality education" were identified from the most important to the least important aspects of destination competitiveness, respectively.
Mohammad Javad Jamshidi; Nasser Barak Pour; Khalil Kalantari
Abstract
Excessive attention to the potentials of religious tourism in Mashhad has led to the unbalanced distribution of tourism services. The goal of the present research is to investigate the effects of the political economy of Mashhad religious tourism on the unbalanced distribution of tourism services. In ...
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Excessive attention to the potentials of religious tourism in Mashhad has led to the unbalanced distribution of tourism services. The goal of the present research is to investigate the effects of the political economy of Mashhad religious tourism on the unbalanced distribution of tourism services. In order to achieve this goal, the unbalanced distribution of tourism services in Mashhad is firstly explained based on the Mashhad urban database. Then, by interviewing people familiar with the political economy of Mashhad, the effects of religious tourism's political economy on the uneven distribution of tourism services are explained. The findings of the study indicate the role of religious tourism actors and the political economy conditions prevailing in religious tourism in intensifying the focus of tourism services around the holy shrine of Razavi. Of the most important research strategies, the establishment of integrated tourism management, the preparation of a comprehensive urban tourism plan in Mashhad and the promotion of the level of participation of private sector investors and civil society in the context of Mashhad's political economy can be noted.
Nasim Mohammadian Mahmoudjigh; Amin Soltani Horand
Abstract
Development of the internet plays an important role in expanding the concept of word-of-mouth (WOM). The purpose of this study is to examine the impact of online WOM on destination trust (here, Iran) and intention to travel. This research is a fundamental study in terms of its audiences, it is a descriptive ...
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Development of the internet plays an important role in expanding the concept of word-of-mouth (WOM). The purpose of this study is to examine the impact of online WOM on destination trust (here, Iran) and intention to travel. This research is a fundamental study in terms of its audiences, it is a descriptive study in terms of its purpose, and it is a quantitative survey in terms of its data collection method. The statistical population is potential European tourists using the internet and social media. After distributing the questionnaires on the selected social media, confirmatory factor analysis and a structural equation model test were performed to test the relationships among the variables. Based on the research findings, (n=246) eWOM is a trust builder tool for Iran as a tourist destination (t=5.46; p<0.01) and trust leads to travel intention (t=5.26; p<0.01). On the other hand, one of the conditions for traveling to Iran by Europeans tourists is to trust it, through eWOM (t=5.66; p<0.01).
Tourism planning
Pedram Farhadi; Nazanin Tabrizi
Abstract
This research aims to assess the benefits of gamification and its impact on tourism development at the historical site of Persepolis. The research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. ...
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This research aims to assess the benefits of gamification and its impact on tourism development at the historical site of Persepolis. The research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. The target population for this research consists of active individuals in the tourism industry, with a sample size of 354 participants selected. Data analysis was conducted using tests such as average variance extracted (AVE), Fornell-Larcker, factor loading coefficients, Cronbach's alpha, composite reliability, and structural equation modeling, utilizing SPSS and Smart PLS software. The results of this study indicate that gamification exhibits a positive and significant relationship with all four dimensions under investigation: education, branding, loyalty, employment, and income generation. Gamification at Persepolis provides a recreational and educational experience and enables tourists to engage with the culture and history of the country they are visiting in a novel and interactive manner. With an enhanced tourist experience through gamification, Persepolis is poised to become a unique and captivating tourist destination.IntroductionThe text discusses the concept of "Gamification," which involves integrating game elements into non-game contexts. It was first introduced in 2008 and has since been applied in various fields, including tourism. However, its use in the tourism industry is still early. Gamification in tourism can enhance tourist interactions, satisfaction, brand awareness, and loyalty. It offers both external benefits, such as trip planning, and internal benefits, providing virtual travel experiences. Location-based and online games are vital in engaging tourists during their journeys. Gamification can be applied in organizational training programs to boost employee participation and skill acquisition. Overall, gamification is an innovative approach with the potential to transform how tourists engage with destinations, creating more exciting and interactive travel experiences. This article explores its application in the historical context of Persepolis, emphasizing its impact on branding, education, loyalty, and marketing in tourism. This article represents one of the initial academic endeavors in Iran to explore the significance and advantages of gamification in the historical and cultural context of Persepolis, shedding light on its potential impact on branding, education, loyalty, marketing, and the overall development of tourism at this historical site.Materials and methodsThis study aimed to evaluate the benefits of gamification and its impact on the tourism development of the historic Persepolis area. This study is of descriptive-analytical practical purposes, and the sampling method was simple randomization, with the study population including professors and tourism activists, 354 sampled according to Cochran's formula.Discussion and ResultsThe findings indicate that all hypotheses achieved statistical significance, thereby confirming the primary hypothesis of this investigation. Consequently, substantial associations exist among destination marketing, tourism education, and loyal tourists. It is evident that gamification positively influences tourism development in the Persepolis region.ConclusionsTravel should offer tourists a meaningful and engaging experience, and gamification is pivotal in achieving this objective within the tourism industry. The primary goal of implementing a gamification system is to induce a cognitive and emotional impact on users. In this context, it is essential to consider individuals’ intrinsic motivations, which revolve around engaging in an activity solely for its inherent enjoyment rather than being driven by external rewards, pressures, or stimuli.This research has unveiled further insights across various domains, including marketing, economic prosperity, and employment generation. By incorporating games that revolve around Persepolis’s rich history and culture, tourists are encouraged to spend extended periods in Marvdasht, subsequently fostering job creation and local community engagement. The gamification framework in tourism also contributes to developing sustainable tourism practices.Furthermore, brand attraction is deemed a crucial aspect of capital in the tourism sector, prompting extensive efforts in marketing to allure and retain tourists. Gamification significantly enhances the overall tourist experience, instrumental in retaining existing customers and enticing new visitors.
shahram khalilnezhad; omid soleymanzadeh; marzie koraghli
Abstract
Abstract This study aimed to identify the subjective typology of tourists in terms of the meanings of tourism destinations in Shiraz city. This study is applied research in terms of purpose and is descriptive in terms of method. Given the purpose of this research based on identifying the subjective ...
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Abstract This study aimed to identify the subjective typology of tourists in terms of the meanings of tourism destinations in Shiraz city. This study is applied research in terms of purpose and is descriptive in terms of method. Given the purpose of this research based on identifying the subjective typology, the Q method was used. The statistical population of the study consisted of individuals who had at least once traveled to Shiraz. The sampling method in this study was based on Purposive sampling. Data analysis was performed using Q factor analysis. The exploratory Q factor analysis process consists of two steps: extracting the factors and then rotating them so that they can be interpreted. The findings of this study identified seven subjective types for tourism destination meanings in Shiraz; these types of typology were as follows: enthusiasts, collectivists, adventurers, relaxation searchers, self-reflections, differentiators, and reminders. Finally, these extracted mentalities were interpreted. This research provided a practical approach for tourism destination managers and activists in this field and hospitality sector to segment the market based on the meaning of tourism destination. And then each of segment target and marketing plans design.
