azim zarei
Abstract
The aim of this study is to draw a prediction model for the return of spa tourist based on lifestyle clusters. This was done in two related steps. In the first step, Abdi and Kajbaf lifestyle questionnaire was used, which its reliability and validity were verified through Cronbach's alpha and first and ...
Read More
The aim of this study is to draw a prediction model for the return of spa tourist based on lifestyle clusters. This was done in two related steps. In the first step, Abdi and Kajbaf lifestyle questionnaire was used, which its reliability and validity were verified through Cronbach's alpha and first and second confirmatory factor analysis respectively. The views of 391 tourists were gathered on 10 dimensions of lifestyle. Then using cluster analysis, K mean obtained and based on Davis-Bouldin index, optimum cluster were acquired. Spa tourists were classified in three clusters. In the second step, using profound semi-structured interviews with tourists, 14 effective indicators were identified for their re-travel. Using Decision tree method, the decision models of return of tourists designed and the rules if-then related to each cluster were extracted. The results showed that the tourists in the first cluster are highly sensitive to travel costs such as the cost of accommodation and the cost of the spring, for the tourists in the second cluster, the health factors of the spring, security facilities, and employees’ behavior are the priorities for decision making. Finally, in the pattern of the decision of tourists in the third cluster, three indicators of spring health, accommodation facilities, and counseling and medical facilities are of great importance
Mohammadali Shahhoseini; Mohsen Nazari; Mohamad saleh Torkestani; Fatemeh Ghorbani
Abstract
Abstract The corporate social responsibility approach and the tourism industry are directly related to the community and the environment and are somehow intertwined and highly interrelated. This research aimed to present a conceptual model of corporate social responsibility in Iran’s tourism. A ...
Read More
Abstract The corporate social responsibility approach and the tourism industry are directly related to the community and the environment and are somehow intertwined and highly interrelated. This research aimed to present a conceptual model of corporate social responsibility in Iran’s tourism. A qualitative research approach has been used for conducting this research. This research’s statistical population has consisted of all tourism experts in 2018. The sample consists of 21 of them selected using purposive judgmental and snowball sampling methods; sampling was continued until theoretical saturation. The research tool was semi-structured interviews whose trustworthiness was assessed using the review method when coding and approval of research colleagues. The coding of the data was done manually, and according to the main purpose of the research, a paradigm model was constructed using the Grounded Theory approach. According to the results, the phenomenon of corporate social responsibility in the field of tourism includes various dimensions of "intra-company," "environmental," "economical," "social," "cultural," and "legal." The results also showed that "gaining social acceptance," "forming new concepts and knowledgeable and responsible tourists," "compensating for the negative effects of tourism," and "economic profitability" are the causal conditions affecting the implementation of this responsibility. Besides, intervening conditions and contexts affecting corporate social responsibility implementation strategies in the field of tourism in Iran were identified, which lead to "sustainable tourism development," "corporate competitive advantage," and "business sustainability."
mehdi karubi
Abstract
The main purpose of this study is to analyze the relationships among information sources, destination image and destination choice decisions of potential travelers. A conceptual model was generated on the basis of literature review in which five hypotheses were proposed. Research instrument administrated ...
Read More
The main purpose of this study is to analyze the relationships among information sources, destination image and destination choice decisions of potential travelers. A conceptual model was generated on the basis of literature review in which five hypotheses were proposed. Research instrument administrated in the English language was used for this study. Data analysis was conducted in two stages. First, exploratory factor analyses using principal component method with Varimax rotation were conducted on destination image and information sources to examine their dimensionalities and psychometric properties. In the second stage, multiple regressions were used to test hypothesized relationships among all image factors, information sources and choice of Iran as a tourism destination. All of these procedures were performed using SPSS 17. The results confirmed that information sources have a significantly positive effect on destination image and choice decisions. The theoretical and managerial implications were drawn on the study findings.
tourism management
Payam Partovinia; Niloofar Abbaspoor
Abstract
The development of technology has caused a revolution in the field of tourism and the use of virtual tours is progressing. Therefore, it is necessary to know the level of acceptance of this technology in order to know the destination and desire to visit. The purpose of the research is to investigate ...
Read More
The development of technology has caused a revolution in the field of tourism and the use of virtual tours is progressing. Therefore, it is necessary to know the level of acceptance of this technology in order to know the destination and desire to visit. The purpose of the research is to investigate the willingness of tourists to visit places in person according to the theory of technology acceptance and familiarity with the destination. The population is people who have used virtual tours at least once. Structural equation test was used to analyze the data. The results showed that the effect of the technology acceptance model (perceptual ease, pleasure and usefulness) has a positive effect on the users' familiarity with the destinations of virtual tour , although the effect of perceptual usefulness is insignificant. Also, familiarity with tourist destinations has a positive and significant effect on the desire to visit them.IntroductionDuring the last decade, technological progress has become more intense. The transformation and development of digital programs, computers, and mobile phones are happening daily. The impact of this technology delivery in the tourism industry can be seen in the form of virtual tours. In such a way that virtual tours, by using the information and visual features that they provide to tourists, create motivation for the desire or intention to visit tourist places. The intention to visit tourist attractions can be related to the experiences that a person has already gained. Experiences can make people familiar with goals. This familiarity can be obtained from virtual tours, whose users are influenced by three factors (convenience, pleasure, and perceived usefulness) important for technology adoption. So, knowing the extent and reasons for accepting virtual tours technology can be very important for tourism industry managers. Therefore, the purpose of this research is to investigate the willingness of tourists to visit places in real terms according to the theory of technology acceptance and familiarity with the destination.Materials and MethodsThe current research is applied in terms of purpose and descriptive survey in terms of the nature and method of collection. The statistical population of the research is real people who have used Iran's virtual tour websites and programs at least once. The expression of data collection is also an online questionnaire. The sample size in this research is 204 people, which has been determined based on the number of research items according to the use of structural equations.Discussion and ResultsAccording to the data analysis, the results of the current research showed that the dimensions of the virtual tours technology acceptance model (perceived ease, pleasure, and usefulness) have a positive effect on the recognition of destinations. However, the effect of perceived usefulness on familiarity with the destination was insignificant and this hypothesis was rejected. Also, this hypothesis showed that there is a positive and meaningful effect of familiarity with destinations on the desire to visit tourist destinations.ConclusionsThe ease, pleasure and usefulness that users perceive in the experience of virtual tours, causes them to accept the technology, which allows them to obtain the required information and knowledge about attractions and destinations. As a result, it can be said that the acceptance of technology leads to a better understanding of virtual tours. On the other hand, a better understanding of virtual tours (especially in terms of perceived pleasure and perceived ease) leads to familiarity with tourist destinations. Also, familiarity with the destinations makes virtual tour users want to visit tourist attractions in a real way.
mehri akbari
Volume 2, Issue 5 , September 2004, , Pages 113-134
Abstract
The customer orientation and performance management are important factors that influence on the performance of the organization in market. Also, personal interaction component of services is often a primary determinant of the customer's overall satisfaction. So, it's necessary that managers of hotels ...
Read More
The customer orientation and performance management are important factors that influence on the performance of the organization in market. Also, personal interaction component of services is often a primary determinant of the customer's overall satisfaction. So, it's necessary that managers of hotels employ people correctly. The purpose of this research is "to examine the relationships among personality traits, customer orientation and performance rating of service workers within 3-star hotels and up in the city of Tehran". The relationships among variables are tested through the Spearman correlation. Based on the results, the relationships among some personality traits, customer orientation and overall performance rating are meaningful. In conclusion, the prior studies and this research recommend that managers of Iranian hotels hire employees based on their personality traits and place them on the jobs that fit their personalities.
Seyyed Mohammad Mirtaghian Rudsari; Ahmad Pourahmad; Keramatollah Ziari
Abstract
Introduction
Better management of competition in the cultural heritage tourism requires the understanding of the behavior and interaction with the tourist (Chen & Rahman, 2018). The importance of understanding loyalty of cultural heritage tourists as well as the factors affecting it is highlighted ...
Read More
Introduction
Better management of competition in the cultural heritage tourism requires the understanding of the behavior and interaction with the tourist (Chen & Rahman, 2018). The importance of understanding loyalty of cultural heritage tourists as well as the factors affecting it is highlighted in the research literature focused on successful experiences in loyalty in cultural heritage tourism in the world (Chen & Rahman, 2018) as well as in specific destinations, such as Spain (Forgas-Coll et al., 2017), China (Yi et al., 2018), Macau (Wu & Li, 2017), India (Verma & Rajendran, 2017), and Ireland (Kempiak et al., 2017).
The tourist satisfied with his/her experience of Ramsar’s cultural heritage will likely travel again and make public advertisements about the city. Loyalty to the cultural heritage of Ramsar is considered an essential element for the sustainability of this destination and an important factor contributing to the competitive advantage and success in the tourism market. Furthermore, any attempt at enhancing tourist loyalty to the cultural heritage can significantly reduce the tourism pressure and overtourism in Ramsar beach and forests. In this respect, the present study tries to answer the key questions as what factors and to what extent affect loyalty of the tourists visiting the cultural heritage of Ramsar.
Materials and Methods
A descriptive and explanatory research, the present study is a quantitative attempt based on the path analysis method. The statistical population of the study includes the Iranian visitors who visited the cultural heritage attractions of Ramsar, which was estimated to be 780 individuals. The research employed convenience non-random sampling method. The data was collected through an electronic questionnaire administered from March 2019 to May 2019. The validity and reliability of the questionnaire were confirmed by exploratory factor analysis and Cronbach’s alpha, respectively. Moreover, the study used SPSS25 software to perform the classification as well as some data analysis, and the path analysis with Lisrel 8.5 Software to test the hypotheses.
Results and Discussion
The findings indicate that the variables of authenticity, image, and memorability of the cultural heritage attractions of Ramsar affect neither tourist satisfaction nor tourist trust. Moreover, the variables of authenticity, image, participation, and memorability do not affect tourist loyalty. The confirmed hypotheses suggest that the variables of perceived value, participation, and quality positively and directly affect satisfaction, trust, and loyalty of the tourists visiting the cultural heritage of Ramsar. In addition, the variable of satisfaction has effects on trust and loyalty, and the variable of trust was found to have affected tourist loyalty.
Conclusion
As the main conclusion, the effects of attitude towards cultural heritage and experience of consuming cultural heritage on tourist loyalty were found to be stronger than the effect of individual variables on loyalty of the tourists visiting the cultural heritage of Ramsar. The variables of attitude towards cultural heritage and experience of consuming cultural heritage have a synergic effect, which means that the two variables together can have a significant impact on tourist loyalty. In fact, loyalty of the tourists visiting the cultural heritage of Ramsar is affected by all the variables of attitude towards cultural heritage and experience of consuming cultural heritage. Accordingly, the following recommendations are offered: to use local staff and space to provide cultural heritage tourism services; to balance the time and financial cost of delivering cultural heritage tourism services; to combine cultural heritage tourism with games, narration, and synergistic music, and offer an authentic environment—as it makes it fun to visit or participate in the cultural heritage attractions of Ramsar; and finally to diversify cultural heritage tourism products and the ways they are presented—based on market research (market segmentation) and destination research (existing capacities or capacity building).
kambiz heidarzadeh
Abstract
The aim of this study is to investigate the effect of tourism services quality on destination loyalty according to the mediating role of a destination mental image and the satisfaction of tourists. This is an applied research and in terms of methodology it is descriptive and of survey type. It used the ...
Read More
The aim of this study is to investigate the effect of tourism services quality on destination loyalty according to the mediating role of a destination mental image and the satisfaction of tourists. This is an applied research and in terms of methodology it is descriptive and of survey type. It used the close-ended questionnaire in the collection of information. The statistical sample consists of 388 tourists who visited the most popular places in Qazvin province during summer of 1395. The research model was investigated by the structural equation modeling. The results indicate that the quality of tourism services affects the satisfaction and image of tourism and also the tourism image affects the satisfaction and loyalty and satisfaction affects tourism destination loyalty. The mediating role of satisfaction and a destination image between the quality of tourism services and loyalty to the destination of tourism was confirmed and finally, the mediating role of destination image between tourism services quality and tourist satisfaction was approved.
Ahmad Hajarian
Abstract
Tourism development is increasingly considered essential in promoting economic growth, reducing poverty, and promoting food security. From the sustainable development point of view, tourism is a reliable source in many countries that can have an increasing effect on growing income at the national and ...
Read More
Tourism development is increasingly considered essential in promoting economic growth, reducing poverty, and promoting food security. From the sustainable development point of view, tourism is a reliable source in many countries that can have an increasing effect on growing income at the national and local level, as well as advancing social opportunities and transforming and expanding production while preserving the interests of future generations. In the sustainable livelihood approach, to solve this problem and increase the assets of the local people, the diversification of the economic activities of the villages is emphasized a lot. Because the more diverse the economy of the villages is, by creating more opportunities and taking advantage of the capabilities, the more villagers will have access to the standards of life. With over 22,000 historical and natural buildings and monuments, 1,850 of which have been registered nationally and seven of them globally, Isfahan province is the focus of foreign and domestic tourists. There are over 600 historical monuments in Isfahan province, and more than half are in rural areas. On the other hand, in the past years, with the expansion of communication routes, as well as the increase in trips and the increase in the number of tourists in the rural areas of this province, it has witnessed the development of tourism. However, the question is whether this development is sustainable. Undoubtedly, there are obstacles and challenges facing sustainable tourism on this path, and knowing these obstacles helps the growth and development of sustainable tourism. Therefore, the critical problem of the current research is to identify the obstacles and challenges facing sustainable tourism development in the studied region.Materials and MethodsThe research data has been obtained through semi-structured in-depth targeted interviews with 20 local managers, investors, and local residents with expertise. According to theoretical saturation with deep analysis and the adequacy of the codes acquired and also found, new concepts were used in the subsequent interviews with the help of independent coders. The primary research tool is the interview.Discussion and ResultsThe data obtained from the interviews were analyzed by the thematic analysis method. The main themes were identified to analyze the obstacles and challenges of sustainable rural tourism. Based on the data's thematic analysis, 29 basic concepts have been identified that form the basis of the research model. These concepts were divided into seven categories, including policy, infrastructural, organizational, economic, social, environmental, and physical quality, as organizing themes of the research topic. ConclusionsIn this research, according to the themes extracted, the category of sustainable tourism development is a concept that can cover other categories and has an analysis aspect. The interviewees admitted that if policy obstacles are removed in sustainable tourism development, planning, projects, administrative activities, and so on., they will have successful results, and its positive effects will be manifested. People living in the village who use its resources and their life and ways of livelihood are based on the realities and entities of the place. Therefore, it is inevitable to consider all the effective aspects of sustainable tourism, especially management and marketing and the participation of local communities. Due to the phenomenon of sustainable tourism development, it is considered the primary factor and central core of the theme analysis model.Another point that should be noted is that sustainable tourism development is a multi-stakeholder process that includes all stakeholders. All stakeholders should participate in identifying problems and resources of interest in developing and implementing related plans with strategies that bring social and economic sustainability. With the development of sustainable tourism, one can see its consequences, such as "reducing the migration of local people to the city," "empowering local people," "reducing social harm," and "increasing the level of participation and sense of responsibility and cooperation among residents." "Improving the educational situation," "Improving the population structure," "Reducing the dependence of local people on credits and facilities and government assistance such as subsidies," "Upgrading the infrastructure of tourism and tourism industry," "Rural growth and development," "Improving livelihood local people," "Increasing the quality of products," "Improving economic well-being" and "Moving on the path of sustainable development."
mirza hasan hoseyni; azam sazvar
Abstract
Tourism industry, due the fundamental role it has in the national economic growth, is one of the most sensitive industries to the quality issue. Also, identification of the level of tourists’ quality perception is the first step towards realizing tourists’ satisfaction goal and ultimately ...
Read More
Tourism industry, due the fundamental role it has in the national economic growth, is one of the most sensitive industries to the quality issue. Also, identification of the level of tourists’ quality perception is the first step towards realizing tourists’ satisfaction goal and ultimately reaching a sustainable economy. This study attempts to shed light upon the gap between perception and expectation of foreign tourists visiting tourist attractions of Yazd. A total number of 270 questionnaires were distributed randomly to the tourists, 259 number of which were returned and collected. Our questionnaire was based on Narayan scale with ten dimensions, possessing approved reliability and validity. Results of the Mann-Whitney statistical test revealed that there exists a significant gap between respondent’s perceptions and expectations in the dimensions of information, price, hygiene, facilities, value for money, food, and security. For a better understanding of tourists’ needs, Kano model was taken advantage of. QFD results proposed 13 service elements that if applied, could lead to a better perception of quality among Yazd foreign tourists.
Saied Saieda Ardakani; Seyyed Mohammad Mousavi; Meysam Shafie Roudposhti
Volume 9, Issue 27 , October 2014, , Pages 117-142
Abstract
AbstractToday, many organizations including tourism service offices rely on many systems to start their business and to survive in this complicated competitive environment. Business Intelligence as a system is regarded a competitive advantage and a critical factor in the success of organizations. Business ...
Read More
AbstractToday, many organizations including tourism service offices rely on many systems to start their business and to survive in this complicated competitive environment. Business Intelligence as a system is regarded a competitive advantage and a critical factor in the success of organizations. Business intelligence, by integrating organization’s information and data provides the administrators with the possibility of tracking and controlling the key processes of the organization and is a basis for making effective decisions. After identifying the dimensions, factors and components of business intelligence, this paper goes to the hypothesis testing using methods of statistical analysis, then if the hypothesis is accepted, it will investigate the significant differences between the variances using ratio variance homogeneity test. In case of the absence of significant differences between the variances, the Duncan test agent will be used for sorting and ranking the factors. Finally, using TOPSIS fuzzy techniques, it will rank all the components of business intelligence. This paper comes to the conclusion that Tourism offices, concerning all aspects, have been in an acceptable condition and the human resource factor in the internal dimension and customers in the external dimension have been of the utmost importance
Mohammad Taghi Taghavifard; Abbass Saghaei; Aliakbar Daneshmand
Abstract
Decision making about selecting quality-based programs is a sensitiveproblem in the firms looking for effectiveness and profitabilityadvantages. The aim of this paper is to utilize Simple AdditiveWeighting (SAW) method to deal with prioritizing quality-basedinvestments in service firms under fuzzy environment. ...
Read More
Decision making about selecting quality-based programs is a sensitiveproblem in the firms looking for effectiveness and profitabilityadvantages. The aim of this paper is to utilize Simple AdditiveWeighting (SAW) method to deal with prioritizing quality-basedinvestments in service firms under fuzzy environment. For thispurpose, at first, alternatives (types of investment) will be identified.Then, exogenous preferences are identified according to thecompetitive environment and endogenous preferences are determinedusing the Five-Gaps Model of service quality and gaps analysis.Finally, between different types of investment, the best option isrecommended. Also, a real case – a travel agency – is studied todemonstrate the proposed method. The results indicate that the Five-Gaps Analysis model combined with multiple criteria decision making(MCDM) and fuzzy set theory have high ability in evaluation ofquality-based programs in service firms.
ahmad roumiani; Hamid Shayan; Sojasi Qeidari Hamdollah; Mohammad Reza Rezvani
Abstract
The experiences of past decades in countries around the world show that attention to the tourism sector is one of the most important economic and communication sectors of governments. Governments have implemented various policies to promote tourism and its sub-sectors at national, regional and local ...
Read More
The experiences of past decades in countries around the world show that attention to the tourism sector is one of the most important economic and communication sectors of governments. Governments have implemented various policies to promote tourism and its sub-sectors at national, regional and local levels. The purpose of this study is a comparative analysis of Iranian Tourism Spatial Planning with Turkey, Serbia, and Portugal to use their experiences to reduce weaknesses and improve tourism development including rural tourism. This is fundamental research and the method used in this study is a comparative qualitative analysis based on the content analysis method. Library studies (documents) were used for data gathering. The research findings show that Turkey, Serbia, and Portugal succeed in spatial tourism planning by adapting programs and building convergence and partnerships between the spatial planning department at different national, regional and local (rural) levels. Tourism development has taken the lead - facilitating role, and taking strategic roles into account by empowering states in their legal plans and policies for tourism development. But at the national level, Iran is having problems because of the attitude and thinking of centralized planning and a partial attitude to the plans. At the regional level, there are problems such as lack of independence and the legal and political authority of regional managers in tourism programs. At the local level, there are problems (such as lack of legal authority to the local representative and lack of strategic participation) in the spatial planning of rural tourism destinations. One of the applications of this study is comparing the strength of the countries under study with Iran and then utilize all social resources, including human, economic and spatial and environmental resources. This approach helps to constitute a regional planning subdivision within a network of rural tourism destinations. And make vertical allocations in the field of tourism development to horizontal activities, which are an incentive for attracting tourists, managing and optimizing the implementation of the Rural Tourism Development Plan. On this basis, by orienting toward sustainable rural development, rural tourism can underpin regional development and form the indigenous and community-based tourism.
Maryam Shahmoradi; Hadi Bagheri
Abstract
The current study aimed to investigate the role of tourists’ perceived motivations and risks in their attachment to adventure sports tourism destinations. This research follows an applied approach based on descriptive correlation. The statistical population consisted of paraglider pilots who traveled ...
Read More
The current study aimed to investigate the role of tourists’ perceived motivations and risks in their attachment to adventure sports tourism destinations. This research follows an applied approach based on descriptive correlation. The statistical population consisted of paraglider pilots who traveled to the flight sites of Golestan Province in 2021, and a sample of 103 participant was selected through available sampling. The data was collected through three questionnaires and analyzed by structural equation modeling. The findings showed that pleasure, excitement, socialization, and escape are the four motivations that positively and significantly impact attachment to adventure sports tourism destinations. Additionally, perceived risk was found to have a significant negative impact on tourists’ attachment to adventure sports destinations. Based on the findings, practical suggestions were proposed for sports adventure tourism destinations. IntroductionAdventure tourism has become an attractive option for sports tourists die to its features of risk-taking, challenge-seeking, and thrill-seeking, which offer new and unique experiences while immersing in nature. Flight sites, which offer aerial activities like paragliding, intend to create positive impressions among tourists, foster their mental and attitudinal attachment, and encourage favorable behavioral outcomes. Tourists have not only different motives for traveling, but also preconceptions about a destination that can significantly influence their travel intentions. In this respect, the current study aimed to investigate the role of perceived motivations and risks in tourists’ attachment to adventure sports tourism destinations.Materials and methodsThis study was an applied research based on descriptive correlation. The statistical population consisted of paragliding pilots who had used the flying sites of Golestan Province in 2021. A total of 103 pilots completed the mental attachment questionnaire of Duman et al. (2018) and two researcher-developed questionnaires on perceived travel motivations and risks. The data was analyzed through SPSS 23 and Smart PLS software. Results and DiscussionThe findings indicated that pleasure, excitement, companionship, and escape were the four motivations with significantly positive impact on attachment to the adventure sports tourism destination. Despite the high risk in adventure sports, the results showed that positive and negative emotions and pleasure from these activities can improve sports tourists’ perceptions of the services provided. Socializing with other people on flying sites is another factor that influences tourists’ mental attachment. This attachment can stem from a positive mental image created through the interaction between tourists and hosts, an understanding of the local culture, and a feeling of affection towards hosts. Finally, flying sites provide an opportunity for people to get away from everyday worries, enjoy a natural environment away from cities, and find peace, which can leave a positive mental image and develop attachment. On the other hand, the effect of perceived risks on tourists’ attachment was significantly negative. It seems that the fear of potential danger, life accidents, financial and equipment risks, or even the possibility of the unfulfilled promises by the host can have a negative impact on tourists’ mental attachment to the flying sites. Therefore, it is important to reduce negative risks as much as possible while addressing tourists’ motivations.ConclusionThe flying sites that offer adventure activities can invest in the activities by enhancing interactions with tourists, perpetuating recreational conditions, providing more exciting events, reducing negative risks, and enhancing safety indicators. These can increase the resonance of adventure sports tourism destinations and foster greater attachment.
Volume 8, Issue 24 , January 2014, , Pages 121-143
akbar amin bidbakhti; navid sharifi
Volume 2, Issue 7 , March 2005, , Pages 121-150
Abstract
Programs related to recreation and tourism is considered economic, social and cultural phenomena. Some experts conceive tourism as a driving force for the economic development of countries. In this regard, adopting appropriate solutions to increase feelings of trust and security within tourists visiting ...
Read More
Programs related to recreation and tourism is considered economic, social and cultural phenomena. Some experts conceive tourism as a driving force for the economic development of countries. In this regard, adopting appropriate solutions to increase feelings of trust and security within tourists visiting a region is crucial in attracting tourists. The present research is descriptive-correlation type and offers a model capturing the relationship between social capital and the tourist boom in the Caspian Sea coastal areas. The statistical population of the research involves all the native inhabitants of the Caspian Sea and the tourists who visited the place, out of whom 229 were randomly selected for the sample. Collecting the data a researcher-made questionnaire was employed. In the data analysis phase, structural equations modeling technique was used for investigating the relationship between social capital and attraction of tourists. Findings confirm the proposed conceptual model depicting that social capital directly affects the attraction of tourists, and has a prominent impact on the subjective and objective security of tourists.
Maryam Varmaghani; Azim Zarei; Davood Feiz; Morteza Maleki MinbashRazgah
Abstract
In today's competitive environment the use of intelligence in various aspects of business, including branding, allows organizations to achieve a high competitive position. The purpose of this research was to present the brand intelligence model in tourism start-ups and test the validity of the model. ...
Read More
In today's competitive environment the use of intelligence in various aspects of business, including branding, allows organizations to achieve a high competitive position. The purpose of this research was to present the brand intelligence model in tourism start-ups and test the validity of the model. This research was exploratory mixed research. The grounded theory approach was used in the qualitative part. Six university professors and 18 tourism startup brand managers were interviewed through snowball sampling. The statistical population included managers and employees of tourism start-ups in the quantitative part. Finally, 384 questionnaires were collected using a convenience sampling method. A questionnaire based on the Likert scale was used to collect data and structural equation modeling was used to analyze the research data. According to the results, structural factors, management factors, internal content factors and external content factors as causal conditions can influence the intelligence of the tourism brand. Also, economic, socio-cultural, and political awareness as contextual factors and cultural factors, human resources, financial resources, and technological resources as intervening factors have a significant impact on brand intelligence strategies. These strategies include major change, partial change, and no change in the brand. Finally, brand intelligence strategies also have a significant impact on brand intelligence consequences. The results of this research have significantly helped to make the brand management process of organizations intelligent and provide a useful research tool for future studies.IntroductionIn order to get the best results from their brands, organizations should audit their brand capabilities, evaluate external issues affecting their brand, and then create a brand plan that defines the brand's actual goals and the strategy to achieve them. Researchers have developed a new method to analyze brand importance, called the Brand Intelligence Brand Semantic Score program. They have introduced brand intelligence as a method for brand analysis and brand positioning evaluation. However, according to the searches, a model for brand intelligence has yet to be provided. A strong brand is essential for tourism start-ups; it simplifies customers' decisions and creates a competitive advantage. The start-up brand is a very influential incentive in the consumer's purchasing decision when choosing a destination. Therefore, tourism start-ups should strengthen branding concepts and create a positive image in the minds of current and future tourists. To achieve this, brands must continuously manage, enhance and evaluate brand equity and other essential brand metrics. This is possible through "brand intelligence." However, according to the surveys, there needs to be more literature on brand management and intelligence in tourism start-ups, especially in Iran. Therefore, to fill the research gaps, researchers intend to provide a comprehensive model for brand intelligence and identify and test the factors related to brand intelligence with a mixed approach.MethodologyThis research is of mixed exploratory type. The grounded theory approach has been used in the qualitative part, and in the quantitative part, structural equation modeling has been used. In the first stage, a model for brand intelligence was designed, and in the second stage, the validity of the presented model was tested. In the qualitative part, six university professors and 18 marketing and brand managers of tourism start-ups were interviewed using snowball sampling. The statistical population in the quantitative part includes managers and employees of tourism start-ups. The sample size was determined using Cochran's formula of 384 people. A simple cluster sampling method was used for sampling. A questionnaire based on a Likert scale was used to collect data, and structural equation modeling was used to analyze the data.Discussion and ResultsQualitative data analysis showed that structural factors (existing organizational structure, flexibility of organizational structure, vital role of brand manager in organizational decisions), managerial factors (support and skill of top manager, resistance to change, manager's understanding of the benefits of brand intelligence, up-to-date view of top manager), internal content factors (understanding data and information, understanding the brand and understanding the product), and external content factors (understanding the market, competitors, and tourists) are causal factors that directly affect brand intelligence. Fundamental brand changes (brand name change, brand slogan change, brand promise change, brand identity change), minor brand changes (changing some brand elements, changing some brand management measures, continuing to move toward brand identity), and no change of brand (continuing to move towards brand identity, strengthening brand position by overseeing brand actions and tracking the factors affecting brand) were identified as brand intelligence strategies, According to the results, brand intelligence can have consequences for the brand and, consequently, the whole organization. The consequences of brand intelligence for the brand are brand agility, brand health, brand equity, brand performance, and brand position. Organizational consequences of brand intelligence include organizational agility, organizational performance, satisfaction/loyalty, and sustainable and temporary competitive advantage. In this research, cultural, human, financial, and technological resources are intervening factors. Economic, sociocultural, and political awareness were also identified as contextual factors. According to quantitative findings, structural, managerial, and content factors (causal conditions) can influence brand intelligence. The findings confirmed the effect of brand intelligence, contextual factors, and intervening factors on strategies and the effect of these strategies on the consequences of brand intelligence.ConclusionIn response to new-age brand management trends, this study aims to increase our understanding of brand intelligence and provide a valid model for brand intelligence of tourism start-ups. The findings of this study pave the way to creating an intelligent brand because in this model, using the grounded theory method, all aspects of making a brand intelligence have been considered and confirmed using SEM. Now, marketing and brand researchers have a comprehensive model of brand intelligence from an organizational point of view, which significantly helps to make the brand management process of intelligence and provides a valuable research tool for future studies. Brand Intelligence is the future of brand management, arming companies with an ongoing diagnostic tool to track and evaluate their brand performance more accurately. In this way, brand managers can first consider a standard for the essential criteria of the brand, monitor the criteria continuously, and make new decisions to take corrective measures if each criterion deviates from its standard value. Intelligence in various aspects of business, including branding, allows organizations to achieve a competitive position in today's turbulent environment
mohammad rahim ramanian; pedram heydarnia kohan
Volume 5, Issue 14 , February 2011, , Pages 125-151
Abstract
Tourism is widely recognized as an important economic sector. No matter what the economic climate, tourism has a significant impact on global and local economies. Tourism has been recognized as a complex system. Therefore, business management in the tourism industry critically needs to consider supply ...
Read More
Tourism is widely recognized as an important economic sector. No matter what the economic climate, tourism has a significant impact on global and local economies. Tourism has been recognized as a complex system. Therefore, business management in the tourism industry critically needs to consider supply chain perspectives to integrate the fragmented nature of this industry. Moreover, development of tourism industry and its negative environmental impacts force companies to adopt sustainable strategies. This article reviews related literature and presents an analytical model in order to identify potential factors which influence the environmental strategic decision-making process. We investigated the influence of these potential factors on tourism industry and particularly on the travel agencies of Iran. Thus, analytical model was employed to design a questionnaire based on which 15 Tour & Travel agencies of Tehran were investigated through semi-structured interviews. The results show that in the absence of organizational benefits, external pressures could lead to GSCM adoption; also that implementation of this strategy is prone to get limited by strategic myopia and some other organizational factors.
Abstract
Along with the evolution of the relationship between tourism and economicgrowth, other aspects of economic welfare have been more attractive rather thaneconomic growth. In this study, we will test the causal relationship amongtourism, economic growth, poverty and inequality in Iran by adding tourism ...
Read More
Along with the evolution of the relationship between tourism and economicgrowth, other aspects of economic welfare have been more attractive rather thaneconomic growth. In this study, we will test the causal relationship amongtourism, economic growth, poverty and inequality in Iran by adding tourism toTriangle of Poverty, Economic Growth and Inequality to answer this question:"Is tourism development as an important factor of mentioned triangle to achievea lower level of poverty?”.We test this relationship by applying the GeneralizedMethod of Moment techniques and by testing alternative existing theories in theperiod of 1350 until 1391. Our empirical findings show that tourism has apositive effect on Iran’s economic growth and also reduces inequality andpoverty in this country.
Mehdi Basakha; Seyed Mahmood Hosseini Amiri; Saloumeh Rouhinezhad
Abstract
The purpose of this empirical study is an investigation of the effect of the economy of tourism experience in the countryside and rural areas of Ramsar and Chalous on place attachment and behavioral intentions through pleasant feelings and positive memories of tourists. This exploratory-descriptive research ...
Read More
The purpose of this empirical study is an investigation of the effect of the economy of tourism experience in the countryside and rural areas of Ramsar and Chalous on place attachment and behavioral intentions through pleasant feelings and positive memories of tourists. This exploratory-descriptive research is of survey type, in which the main tool of data collection is a questionnaire. 184 questionnaires were distributed by available sampling methods in the spring and summer of 2017 among tourists and visitors of the villages and countryside of Chalous and Ramsar in the Northern part of Iran. To analyze the research data, 171 questionnaires were selected and structural equation modeling was used. Research findings show that "The economy of the rural tourism experience has a meaningful relationship with pleasant excitement", "The pleasant excitement derived from experience has a meaningful relationship with memories", and "pleasant excitement has no meaningful relationship with behavioral intentions of tourists”. Therefore, experience economy affects place attachment and, ultimately, the behavioral intentions of the tourists. This research can also guide future researchers towards managerial concepts in the tourism industry, in particular, rural tourism, removing limitations and ultimately provide constructive solutions and suggestions to relevant organizations and centers.
Soghra Taghipour; samad Aali; Alireza Bafandeh Zendeh; Hakimeh Niki
Abstract
Objective This study aims to explore the value creation process in the tourism industry to model experience-based management approaches.Method In the first stage, using the meta-combined method, the researcher investigated the studies conducted on the subject from 1982 (based on the studies ...
Read More
Objective This study aims to explore the value creation process in the tourism industry to model experience-based management approaches.Method In the first stage, using the meta-combined method, the researcher investigated the studies conducted on the subject from 1982 (based on the studies of Holberg and Hirschman) to 2020 and identified ten dimensions as dimensions of the tourist experience, which are: sensory, emotional, cognitive dimensions, etc. Then the experience-based management approaches have been studied, and the two approaches of step-by-step experimentation and co-creation experience have been modeled and validated based on the dimensions of experience. In the second stage, according to the information obtained from the literature study, a questionnaire was prepared and provided to several university professors and marketing and tourism researchers. After applying the necessary comments and corrections, it was distributed among 440 tourists who had traveled to Malaysia, UAE, Azerbaijan, and Turkey in the last five years. The model was then validated using AMOS24 and SPSS24 software.FindingsThe findings show that the five-dimensional step-by-step experience approach provides tourists with participation and leads to co-creation by influencing the five dimensions of sensory, emotional, cognitive, mental, and novelty experience approach. The experience-creation approach encompasses the behavioral, value, social, practical, and instructive dimensions of experience.ConclusionService providers in the tourism industry, using a step-by-step experience approach even before choosing a tourist destination by producing appropriate content to identify tourist attractions, draw attention to themselves, and provide the reasons for choosing a destination. Also, when a person is in an experiential environment, by providing a platform for participation in the next step, the experience of co-creation is caused. Thus, providing memorable experiences by focusing on the experiential values of customers causes loyalty to tourists and helps the growth of the Tourism Industry.Innovation Using a combined method to identify the dimensions of experience and modeling experience management approaches and introducing a tool to measure the approaches studied has been one innovation of this research.
Tourism planning
Somayeh Jahantigh mand
Abstract
The purpose of this study is to investigate geo-tourism and geological protection strategies. The present research is applied in terms of purpose, and its method is combined (qualitative and quantitatively). The data collection and information collection tool and structured interview are structured. ...
Read More
The purpose of this study is to investigate geo-tourism and geological protection strategies. The present research is applied in terms of purpose, and its method is combined (qualitative and quantitatively). The data collection and information collection tool and structured interview are structured. The statistical population of various experts has been in the relevant field of study in Lorestan Province. Seventy experts were selected by using a targeted sampling method. The unlimited exploration (Johannon method) test was used to identify and connect the strategies to geo-tourism elements of quality performance (QFD). The results of the study led to the identification of 36 strategies. So, 1) the most relevant strategies are those for protecting mountain landscapes, preserving national geo-parks and reserves, managing geographical heritage and documenting landscapes, introducing the economic values of geographical landscapes, and preventing pollution of the environmental and natural resources with the element of geographical perspective/geo-tourism. 2) Preserving land and preventing misuse of land, revitalizing geo-sites and damaged geological processes, ensuring the resiliency of tourist sites against natural disasters, introducing geological attractions and phenomena, and introducing geo-tourism areas with the highest geological background that have a relationship with geological processes. 3) Investment Strategies for the Construction of Infrastructure Facilities in the Geo-Citizens, drawing access routes to tourism attractions, using local customs and lifestyle in connection with the preservation of natural resources, and increasing public awareness to preserve the environment more closely related to tourism heritage have had the results of the oriented for the development of geo-tourism in Lorestan led to the identification of three types of short-term, medium and long-term orientation. Finally, recommendations and suggestions were made to achieve the goals of geo-tourism.IntroductionThe development of geo-tourism has many functions for local communities and is one of the appropriate solutions to deal with the problems of livelihood and unemployment. From the geocultural point of view, geo-tourism is considered a new way to develop less developed societies due to its economic efficiency. Although geo-tourism development has many benefits, the competitiveness of geo-tourism destinations and solving geo-tourism challenges and risks depends on several factors, including resources, demand conditions, management, marketing, and formulation of strategies for the destination. Developing a geo-tourism development strategy enables tourists to discover geo-sites, landscapes, and cultures and enjoy unique experiences of knowledge and sustainable development. In addition, formulating appropriate strategies can help improve the quality of life in the local community and turn destinations and areas with tourist attractions into a sustainable society. Also, developing geo-tourism strategies is a fundamental step in protecting the land and creating priorities in the management of tourist sites. Understanding and protecting landscapes, geology and geomorphology, geographic heritage, and experience of different features of geo-tourism are also promoted by formulating appropriate strategies. Therefore, it is necessary and necessary to identify the paths, strategies, and strategies of geo-tourism development to solve the challenges and sustainability of this type of tourism activities and future-oriented planning for its development.Research MethodologyThe purpose of this research is practical, and its method is combined (quantitative and qualitative). Both qualitative and quantitative methods were used to collect information and data. Theoretical studies and the theoretical basis of the research were collected using the document-library method. This research collected information and data related to strategies for developing geo-tourism and geographical heritage in Lorestan Province through a Likert Scale questionnaire. The statistical community includes experts in various fields such as geography, tourism management, economics, social sciences, and sociology, as well as tourism specialists and elites/tour managers in Lorestan Province. Seventy samples were selected to complete the questionnaire and conduct interviews using purposeful sampling.Statistical methods (descriptive and inferential) were used to answer the research questions and analyze the data. In order to identify strategies and strategies for the development of geo-tourism in Lorestan Province, strategies and strategies for the protection of geo-tourism and geographical heritage were first identified through interviews and content analysis, and to determine the importance and prioritization of these strategies, an unlimited clustering rank test was used. Heuristic (Johansen method) was used. Then, the quality function mevelopment model (QFD) was used to investigate the importance and relationship of each geo-tourism development strategy and strategies with the critical elements of geo-tourism (geographic landscape, geological processes, tourism cultural heritage). FindingsThe exploratory unlimited co-accumulation rank test (Johansen's method) was used to investigate and analyze geo-tourism development strategies in Lorestan Province. In this test, according to special values (numerical value), while identifying and discovering the most important strategies, they can be ranked. For this, 33 strategies/strategies were considered and analyzed.Examining the Johanson test, according to the rejection of the null hypothesis at the 0.001 level, the test’s significance is considered among the 36 strategies for analyzing development strategies and strategies of geo-tourism and geographical heritage. It showed that, in order and according to the unique values, ten strategies and strategies for the protection of landscapes and mountain landscapes, waterfalls, springs, forests, pastures, and all-natural landscapes with a unique value (0.131), preserving land resources, and preventing the abuse of land resources related to tourism with a unique value (0.126), capital and investment attraction in the cultural sector and the education of native people and the promotion of tourism infrastructure with a unique value (0.123), determining the paths of development and preservation of geo-parks, national parks or reserves with a unique value (0.117), Construction of infrastructure facilities in the geo-site environment (road, residence, internet) with a unique value (0.113), restoration of the geo-site, and damaged geological processes with a special value (0.111) have been the most critical development strategies of geo-tourism and geographical heritage.Examining the Johanson test according to the rejection of the null hypothesis at the 0.005 level, the significance of the test showed that out of 36 strategies, ten strategies for preparing and increasing the resilience of tourism sites against natural and earth-building disasters (erosion, drift, creep) with a unique value (0.087) Increasing public awareness to participate in the environmental protection and tourism program with a unique value (0.084), environmental education of managers and local people and tourists themselves (0.079), recognizing and introducing the attractions and geological phenomena of the region to Tourists with a unique value (0.078), the most important critical and development strategies are geo-tourism and geographical heritage. Discussion and resultsLorestan Province in the west of the country is known as the geo-tourism capital due to its prominent cultural and local values, pristine and natural landscapes in the high Zagros, various waterfalls (it is nicknamed the land of waterfalls), and mountainous and important geological features. However, in recent years, tourism in this province has been declining after the spread of the coronavirus pandemic.The research results showed that in addition to the strategies and strategies for developing geo-tourism in Lorestan Province, the direction of future development and the prospect of geo-tourism development in Lorestan Province also needed to be developed. Based on the results, orientations have been presented in three short-term and present, medium-term, and long-term periods. So, the short-term orientation is more related to the development of geo-tourism products, the introduction of tourist attractions, and the protection of ecosystems, while the mid-term orientation is more related to investment in construction facilities and the development of geo-tourism facilities and infrastructures. And the expansion and cross-border development of geo-tourism in Lorestan Province. According to the findings, the general results of the research indicate that for the development of geo-tourism in Lorestan Province, development strategies should be used to diversify tourism types, develop unique geo-tourism products, and use geo-tourism tour programs. Be focused on these leaders. Also, the provided orientations can be used to complete the infrastructure, accommodation, and services in the tourist destination, education, and improvement and development of geo-tourism based on plans related to strategies and orientations.
Bahram Ranjbarian; Mohammad Ghaffari; Amin Taslimi Baboli
Abstract
Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived ...
Read More
Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived risks on the desire to revisit the tourism destination with the mediating role the mental image of the tourism destination image. The statistical population of the study consisted of those foreign tourists who traveled to Isfahan city in November 2015. A sample of 300 people was selected from this population by simple random sampling. To collect data, a questionnaire containing 38 questions was designed. Then, descriptive and inferential statistics were used to examine the research data and test the hypotheses. According to the findings, tourist perceived risk was classified into four groups of political, economic, hygiene and socio-cultural risks. Also, the mental image of the tourist destination can be divided into three dimensions: affective, cognitive, and conative. Furthermore, the research findings showed that perceived political, health, economic and socio-cultural risks have a significant effect on the desire to revisit the destination of tourism with the mediating role of the affective, cognitive, and conative image of the tourist destination
Ali Hajinejad; Mojtaba Javdan; Borzou i Sabzi
Volume 8, Issue 22 , June 2013, , Pages 142-168
Abstract
Due to the intensity of the impact that tourists’ environmental behavior has on the destination environments, this group of people are placed among those groups who are studied from their environmental behavior point of view. This article with a structured vision, surveys the effects of mental ...
Read More
Due to the intensity of the impact that tourists’ environmental behavior has on the destination environments, this group of people are placed among those groups who are studied from their environmental behavior point of view. This article with a structured vision, surveys the effects of mental and visional variables on the en-behavior of two types of tourists. The study was performed through a combination of desk and field studies – using questionnaire. Due to the lack of an accurate sampling framework for domestic tourists, by conducting a discovery work, 350 tourists were selected, where 200 of them belonged to Chalus statistical population and 150 individuals belonged to Isfahan. Collected data were assessed through descriptive and inferential statistical methods with the help of SPSS. According to the findings of Pearson correlation test, there is significant and direct relationship between tourists' en-behavior and their environmental values, understanding of environmental benefits, cultural imagination, and cultural motivation. While no significant relationship was seen between environmental knowledge and tourists' en-behavior. According to the path analysis, imagination of place with a beta value of 0.75 has the greatest effect on the dependent variable of the study. In the second rank the variable of understanding of environmental benefits with a Beta value of 0.59 affects directly and indirectly the tourists' en-behaviors. Environmental motivation and environmental values with Beta scores of 0.35 and 0.29 respectively have significant direct effects on the dependent variable. In regression analysis of the paths, the environmental knowledge variable was removed from the model due to the insignificant obtained Beta. The mentioned factors totally explained 60% of the changes in tourists' en behaviors.
mohammad Hossein Imani Khoshkhoo; mahdieh shahrabi farahani
Abstract
Human is a perfectionist creature who has been seeking to know, and travel which is based on motion provide a platform for the realization of the human meaning-orientation approach. Meaning-orientation is the concept of trying to understand the meaning of being; consist of different elements. In terms ...
Read More
Human is a perfectionist creature who has been seeking to know, and travel which is based on motion provide a platform for the realization of the human meaning-orientation approach. Meaning-orientation is the concept of trying to understand the meaning of being; consist of different elements. In terms of the methodology, this is a qualitative and descriptive research and is conducted in the form of library studies and field interviews in two parts, using content analysis method. The elements of meaning-orientation are explored and integrated from three perspectives of the West, Islam, and Tourism. In the first part, after assessing the interviews of the experts, the three elements of knowing God, human and the world as the elements of the tourist's meaning-orientation were derived. In the second part, based on the interview with the foreign tourists of the Tehran market in January 2016, the connection between the three elements of meaning-orientation with the tourist perception of the trip was examined. The results show that knowing the world and human has a longitudinal relationship with knowing God. The tourist in the search of knowing the world around him/her and the inner spiritual force that leads him/her to recognize history, the background of the culture and art of humans as much as possible, knows the creator of these talents and creates artwork. In fact, the contemplation and concentration of the foreign tourist of Tehran's market is his/her inward spiritual power
Tourism planning
Ghasem Zarei; SeyedAli Naghavi
Abstract
Adequate comprehension of the challenges and influential elements of the religious tourism sector is necessary for its positive development. In this regard, the present research was conducted to present a model that can simulate the development of religious tourism in Yazd province by considering the ...
Read More
Adequate comprehension of the challenges and influential elements of the religious tourism sector is necessary for its positive development. In this regard, the present research was conducted to present a model that can simulate the development of religious tourism in Yazd province by considering the influential factors. A mixed method (qualitative and quantitative) was carried out in this study, and the research method was applied in terms of purpose and descriptive-analytical in terms of nature. The statistical population of this research included 12 theoretical and experimental experts. Questionnaires and interviews were used to collect data with non-random and purposeful sampling. In the qualitative section, the main and sub-categories of religious tourism development in Yazd province were identified using the thematic analysis method. Then, in the quantitative part, the identified influential factors were prioritized using the interpretive structural modeling (ISM) method. Finally, the criteria obtained from the qualitative research analysis were simulated using the agent-based modeling (ABM) method. Based on the research results, 35 initial codes, 12 sub-themes, and six main themes (religious tourism policies, economic, infrastructure, environmental empowerment, marketing, and cultural) were identified. Religious tourism policies were recognized as the most influential factor. Also, the results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province had reached 70%. Based on the findings of this study, it is recommended that tourism managers give particular attention to the influential factors that have been identified as having a significant impact on the development of religious tourism.IntroductionTourism is one of the most significant social and economic phenomena of the modern era, a valuable instrument for achieving development. Religious tourism is among the oldest forms of tourism and the largest market segment for travel. Today, this type of tourism has been able to place itself in the context of global tourism due to its unique structural and functional features, so its sphere of influence covers the whole world (Ghaffari et al., 2022). The vast country of Iran also has blessed places, shrines, and many holy places, which has made it favorable for the development of religious tourism. For this reason, knowing the capacities of the country's provinces is one of the most important influencing factors, among which is Yazd Province, which also has excellent potential for developing religious tourism. Therefore, according to the explanations presented above, this research aims to present a model that can simulate the development of religious tourism in Yazd Province by considering critical factors with a future research approach so that it can play a positive role in helping managers develop religious tourism.Literature ReviewOne of the main types of tourism created to travel to religious locations and fulfill religious obligations is religious tourism (Jamshidi et al., 2019). Religious tourism can be considered the most sustainable type of tourism because pilgrimage and religious tourism have their roots in religious beliefs, and in its specialized sense and beyond dependence on time and leisure, it is an essential factor of human geography in shaping travel, creating concentration and numerous cultural perspectives (Sharma et al., 2023).MethodologyThe current applied study employed a mixed methodology, combining qualitative and quantitative methods with a descriptive-analytical focus regarding the nature of the research. Managers of religious tourism and university faculty members made up the statistical population for this study. Due to the high number of experts in this field and the possibility of not knowing all theoretical experts (university faculty members) and practical experts (tourism managers) by the researcher, sampling by snowball method was continued until reaching theoretical saturation (N=12). Interviews and questionnaires were used to collect research data. The steps of this research are as follows:In the first step, the thematic analysis method, one of the qualitative methods, was used to identify the factors affecting the development of religious tourism in Yazd Province. In the second step, the ISM method was used to prioritize (level) the factors. In the third step, the development of religious tourism in Yazd Province was simulated.In the qualitative part of the research, the validity of the interview using the Q-sort method and its reliability using Cohen’s Kappa index were checked and confirmed. In the quantitative part of the research, the validity of the questionnaires using the relative content validity method and its reliability based on the test-retest method was evaluated and confirmed. Also, experts’ opinions were obtained during face-to-face interviews to check the validity of the Agent-Based Model.ResultsBased on the research results, 35 initial codes, 12 sub-themes, and six main themes were identified. Due to having the highest driving power and the lowest dependence power, the factor of religious tourism policies was placed in the fifth level of the ISM. It was recognized as the most influential factor. Also, the results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province was 70%.DiscussionAlthough with different degrees, all six factors are essential for the development of religious tourism, and their prioritization was only due to greater understanding and recognition of more influential factors. The results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province was 70%. Therefore, applying the discussed factors can influence the growth of tourism development and be used in the policies and actions of the relevant managers. In line with the results of the religious tourism development simulation, as a general policy, the managers of tourism organizations in Yazd Province should implement the current research model. In this way, the research model is implemented in a specific period, and its ability to improve the effectiveness of religious tourism development is measured if, in practice, the research model leads to development in future periods.ConclusionThe results of this study indicate that managers of religious tourism should incorporate the factors identified into their development plans and plan the long-term horizons of religious tourism around these factors. It is essential to remember that merely incorporating these elements into the plans for development is unlikely to result in complete development; as such, it is imperative to address this problem from a fundamental standpoint and consider other significant influencing factors that are occasionally external to the current system.
