tourism management
Ali Saffari Darberazi; reza derakhshan; Morteza Bazrafshan; Ahmad Hajimoradi,
Abstract
The purpose of this research is to design a model for creating entrepreneurial attitudes among tourism students at universities in Yazd . The statistical population of this research includes two groups: tourism experts and tourism students from universities in Yazd province. To collect data, a questionnaire ...
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The purpose of this research is to design a model for creating entrepreneurial attitudes among tourism students at universities in Yazd . The statistical population of this research includes two groups: tourism experts and tourism students from universities in Yazd province. To collect data, a questionnaire was used. Using the Interpretive Structural Modeling approach with the participation of 14 tourism experts, a pairwise comparison questionnaire was completed among the identified factors. Then, to fit the obtained model, the Structural Equation Modeling approach and Smart PLS software were used, The results of research showed that market opportunity has a positive and significant effect on a favorable business environment. Additionally, a favorable business environment has a positive and significant impact on government support, organizational and management ability, and entrepreneurial culture. Finally, factors such as experience and knowledge, entrepreneurial spirit, and collaboration and networking were influential on the power of creativity and innovation.
tourism management
Ali Tizroo
Abstract
In today's dynamic environment, tourism supply chains must be agile, that is, they must be in a position to respond quickly to customer needs. Therefore, the current research was conducted with the aim of prioritizing the basic factors of supply chain agility in the tourism industry of Isfahan city. ...
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In today's dynamic environment, tourism supply chains must be agile, that is, they must be in a position to respond quickly to customer needs. Therefore, the current research was conducted with the aim of prioritizing the basic factors of supply chain agility in the tourism industry of Isfahan city. For this purpose, firstly, by extensively reviewing the subject literature and selecting 43 related articles, 6 factors were identified as factors of supply chain agility. Then, by using DIMATEL technique, prioritization and causal diagram of factors were obtained. The statistical population of this research includes tourism industry experts in Isfahan city who were selected by non-probability (targeted) sampling method and snowball method. A total of 34 DIMATEL technique questionnaires were collected, and based on the results of those factors, competence, social, human resources, information technology, flexibility and sensitivity and responsiveness to the market were given the first to sixth priorities.
Sustainable development of tourism
Ali Asghar Mobasheri; moslem bagheri; zahra moaven; Fatemeh Shekari
Abstract
The present study was implemented with the aim of modeling the factors affecting the development of food tourism. This research is developmental in terms of its purpose and it is a qualitative research which is done by meta-synthesis method. The statistical population is made up of previous studies. ...
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The present study was implemented with the aim of modeling the factors affecting the development of food tourism. This research is developmental in terms of its purpose and it is a qualitative research which is done by meta-synthesis method. The statistical population is made up of previous studies. According to access to the full text and review of the title, abstract and content, 45 sources were selected. Thematic analysis was used to analyze the collected data and the intra-subject agreement method was used to control the quality of the analysis. findings were categorized in the form of 6 main themes, i.e. contextual factors, factors related to marketing and sales, factors related to human resources, infrastructural factors, intervening factors, and executive interventions. The results can increase managers' knowledge and provide practical guidelines for managers, planners and policy makers of food tourism development at different national and regional levels.
Information systems
ali alaie; Hakimeh Niki Esfahlan; Hoseyn Bodaghi Khajehnobar
Abstract
The aim of the current research was to present a positive mental image model with an emphasis on digital technology in the field of tourism in Ardabil province. This research was fundamental, exploratory and qualitative. The statistical community included all the experts, university professors of management ...
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The aim of the current research was to present a positive mental image model with an emphasis on digital technology in the field of tourism in Ardabil province. This research was fundamental, exploratory and qualitative. The statistical community included all the experts, university professors of management and tourism, and experts in the field of tourism in Ardabil province, according to the available and targeted sample, 35 people were selected as a sample. Data analysis was done with the three-round Delphi method (idea generation, reduction of items, and final verification of the model) and were analyzed and ranked using the Kendall Schmidt correlation coefficient. The results of the research showed that the final model of positive mental image with emphasis on digital technology in the field of tourism in Ardabil province includes 23 indicators and 3 dimensions of semantic image (8 indicators), physical image (7 indicators) and social image (8 indicators).
Zeinab Mahmoodi Pachal; Ghasem Zarei; Naser Seifollahi
Abstract
Newsjacking (news surfing) is one of the advertising and public relations techniques in which brands direct the wave of a new trend in their direction. Unfortunately, this strategy is unsuitable for most Iranian businesses, especially tourism. It is unknown or not used. Therefore, the present research ...
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Newsjacking (news surfing) is one of the advertising and public relations techniques in which brands direct the wave of a new trend in their direction. Unfortunately, this strategy is unsuitable for most Iranian businesses, especially tourism. It is unknown or not used. Therefore, the present research investigates the reason for this and identifies the challenges and limitations of its use by tourism businesses based on a qualitative approach and thematic analysis method. Therefore, the research is practical. The statistical population was all marketing specialists, content production, and tourism activists who know newsjacking properly; eight experts were selected through theoretical sampling and agreed to participate in the research. The data collection tool was in-depth interviews, the total duration of which varied from 50 to 70 minutes for each person, through open, central, and selective coding, which were analyzed and presented the research conceptual model. Findings are set in the form of challenges and limitations related to 1) the nature of newsjacking itself, 2) newsjacking in Iranian tourism, 3) external limitations of tourism businesses, 4) internal limitations of tourism businesses, and 5) Challenges related to audience reaction. Finally, suggestions such as choosing news unrelated to tourism, creative and robust work teams, choosing the right platform, awareness, and education, and to solving these limitations not being idealistic was presented.
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.
tourism management
Rahim Zare
Abstract
Since long ago, health tourism has been one of the most attractive and popular. Various causes and factors in creating and developing this type of tourism need to be investigated and verified. The current research has been conducted to analyze and evaluate the critical components in creating sustainable ...
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Since long ago, health tourism has been one of the most attractive and popular. Various causes and factors in creating and developing this type of tourism need to be investigated and verified. The current research has been conducted to analyze and evaluate the critical components in creating sustainable health tourism in Tehran, using the Padin Model to achieve the goal. The research method is a mix that has investigated the issue using the qualitative method of the expert panel and the quantitative survey method. The tools for collecting data and information in the qualitative method are semi-structured interviews and questionnaires in the quantitative stage. Statistical analysis of research data was done using SPSS-26 and Smart-PLS3 software. In the qualitative stage, 15 experts from related fields participated in the panel, and in the quantitative stage, using stratified sampling, 26 experts answered the questionnaire questions. According to the analysis and coding of semi-structured interviews, 71 basic themes, 24 organizing themes, and six global themes were extracted in the quantitative stage while confirming all the components. The values of the economic component were calculated higher than in other cases. According to the research results, health tourism can be among the reliable alternatives in different aspects. Also, it can be a factor in guiding related policies and politics for sustainable tourism development in the future. Introduction Today, people travel for health, fitness, and well-being, not relaxation. In response to this growing demand, countries, health and medical service providers, and hospitality and tourism organizations are adapting to offer a broader range of health, wellness, and medical tourism experiences. Among the factors that encourage health tourists to look for an alternative health tourism destination are the cost of the medical services provided, the medical staff, the medical center’s reputation, and their credibility. In addition, other factors that lead to increased demand for health tourism services are ease of access, travel affordability, and innovative health technologies.Tehran is one of the most important cities in Iran in providing health and treatment services in the region, and it has the most facilities and places for accommodation treatment. It is the capital of the Islamic Republic of Iran. For many years and in different governments, measures have been taken to create sustainable health tourism, but they still need to be managed and planned cohesively. Due to the existence of specialized and skilled treatment staff, the existence of up-to-date and even international facilities in hospitals and residential centers, and the low cost of treatment and leisure time, compared to other countries, this city is considered the primary option in providing health tourism services. Despite the efforts of various officials and stakeholders in this field, it is still observed that there are various challenges in creating sustainable health tourism in this city, which requires further investigation and deepening.On the other hand, it is necessary to use the potential and actual capacities in this city so that in this research, it is possible to create a basis for effective measures to be taken to create sustainable health tourism. On the other hand, despite the importance of this issue and the existence of various research in the field of health tourism, it can be seen that comprehensive research that can analyze the critical components of creating sustainable health tourism in Tehran has not yet been carried out and needs to be done. It has more analysis and deepening. Therefore, investigating and analyzing critical components in health tourism development in Tehran are essential to show future research directions and enrich the health tourism literature. As a result, this study examines the critical components of sustainable health tourism while filling the theoretical gap in this field. It also examines the dynamics of this type of tourism more deeply.Materials and MethodsRegarding practical purpose and methodology, this research is classified as mixed research. First, using the qualitative method of the panel of experts, the components and indicators related to the creation of sustainable health tourism in Tehran are counted and extracted; finally, using the quantitative survey method, each of the extracted items is tested. to comment on their authenticity and approval. The participants of the qualitative phase of the research, who were identified using purposeful sampling, are professors and executive and research specialists in the fields of tourism management, marketing management, urban and rural planning and management, medical service management, regional management, and development, development management, sociology, and management. Fifteen people participated in the panel. Moreover, in the quantitative phase, a questionnaire containing the above components and indicators was sent to experts and specialists in tourism - especially health tourism - to express their opinions regarding their proficiency and approval. The data collection tool is different in each phase. In the qualitative phase, semi-structured interviews were conducted on tourism activities related to health, well-being, and well-being. With nature or environment" were organized in Tehran.Discussion and Results As we know, simply using and implementing a model cannot solve problems. For this reason, there is a need to create local and built models to be by with the spatial and temporal conditions and effectively achieve the goals. Therefore, referring to the items mentioned in the methodology section, using the expert panel method, the critical indicators of this area extracted from the perspective of tourism experts were examined and completed. It should be noted that the Padin Model’s components were considered the primary basis of these indicators and components. With semi-structured interviews of experts, 142 primary codes were extracted, which were categorized into three basic, organizing, and comprehensive themes using Attride-Stirling coding. By adopting the inductive approach, 71 basic themes, 24 organizing themes, and six global themes were extracted, placed in the three economic, social, and environmental dimensions of Padin’s model, and management and political, spatial, physical, and technological components were also added. In the quantitative part, the economic component has a higher rank and value among other components, which shows the importance and sensitivity of this category in the field of health tourism in Tehran.ConclusionsThe global prosperity in medical and health care has made tourist destinations and companies in health tourism an essential part of the tourism industry. This industry, a mixture of medical and health services, leisure, and entertainment, can be among the reliable economic, cultural, and social alternatives. From a theoretical and operational point of view, this study is expected to make a significant contribution to the field of health tourism, and the above findings can confirm this. According to the research findings, each of the themes extracted can be considered as strategies and policies that drive the development of health tourism in Tehran. The collaborative development of the public and private sectors is effective in this field, and the better development of academic cooperation and the health tourism industry can imply "sustainable health tourism" in the city of Tehran.
tourism management
Amirhossein Jahandideh; Ezatollah Asgharizadeh
Abstract
The current research has been carried out to achieve the model for sustainability of the supply chain of Iran's tourism industry with an emphasis on the pandemic conditions of the coronavirus. This research was based on the Qualitative Method and grounded theory strategy. Research data was collected ...
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The current research has been carried out to achieve the model for sustainability of the supply chain of Iran's tourism industry with an emphasis on the pandemic conditions of the coronavirus. This research was based on the Qualitative Method and grounded theory strategy. Research data was collected through semi-structured interviews with 19 tourism industry experts. Data analysis was done during three stages of open, axial, and selective coding and led to the emergence of 438 open codes, 127 concepts, 19 sub-categories, and four main categories in three classes. The results showed that the drivers of supply chain sustainability and the enablers of tourism supply chain sustainability as causal conditions have made it necessary to sustain the tourism supply chain, considering the pandemic crisis. The sustainability of the tourism supply chain can be expected through the correct selection and application of action interactions, which are the sustainability methods of the tourism supply chain.IntroductionAs a result of the global expansion of the pandemic, the tourism industry faced one of its most significant operational, commercial, and financial crises (Strielkowski, 2020). Before the pandemic, tourism was one of the world’s most influential and growing economic sectors. With the emergence of the pandemic, sustainability has become an essential issue in tourism (Bai & Ran, 2022). The researchers found that the pandemic inspired people to think more about sustainability issues, including stakeholder engagement, corporate social responsibility, and the fight for competitive advantage in the coronavirus and post-corona era (Pelikanova et al., 2021).The pandemic shifted the focus from the trend towards the continuous expansion of tourism to the sustainability of the supply chain. Despite the many challenges raised, this crisis has increased the awareness of organizations, citizens, and policymakers towards sustainability and created an urgent need to apply sustainable supply chain management practices (Corsini et al., 2021). However, it is not easy to achieve consensus on sustainable tourism supply chain management practices due to the fragmented nature of tourism destinations and other structural features associated with tourism destinations, and a comprehensive approach to sustainability is needed to gain better knowledge about sustainable business decisions in Tourism sector is needed which is not present in the literature. This research tries to answer the question: What is the sustainability model of the tourism supply chain in Iran according to the pandemic conditions?Literature ReviewToday, organizations must strengthen their competitive advantage to survive in a dynamic and complex market. Considering that there is no more competition between organizations; instead, it is competition between supply chains (Zhao & Hao, 2022), efficient supply chain management has become a valuable way to gain competitive advantage and improve organizational performance (Lee & Fernando, 2015). The supply chain is a relatively comprehensive approach for understanding, analyzing, planning, and managing the dynamics of tourism, and by using it, the sectors and factors affecting tourism can be examined continuously and organized (Ziaei et al., 2016).Gruchmann and colleagues (Gruchmann et al., 2022) associated the success of tourism industries with the necessity of realizing sustainable supply chain management in tourism. In the research community, there is a growing consensus that the evolution towards sustainable tourism supply chains increases the flexibility and resilience of supply chains. In addition, the World Travel and Tourism Council (WTTC, 2020) has predicted the future trends of the tourism industry due to the spread of the COVID-19 disease and, in addition to changing demand patterns, the importance of health and wellness, attention to technology and innovation, to the tendency to He has also pointed towards the sustainable approach in the tourism industry.Sustainable tourism supply chain management is a set of approaches to guide the supply chain of the tourism industry towards sustainability. It adds sustainability to existing supply chain management processes to consider business activities’ environmental, social, and economic impacts. (Soratana et al., 2021).MethodologyThe present study is a Qualitative Method using Grounded Theory Methodology. The participants in the research included experts and informants of the tourism industry, which includes academic, organizational, and professional experts (hotel, restaurant, transportation, travel agency, managers) who were selected by purposive Sampling Method. The Data Collection Method was a semi-structured interview that continued until the theoretical saturation stage, and data analysis was performed using MAXQDA software in three stages: open, axial, and selective coding. ResultsThis research, after studying previous similar documents, researching and familiarizing with the concept of sustainability of the supply chain of the tourism industry due to the lack of a specific model for pandemic conditions, was compiled using the foundation's data theory strategy. During the coding process, 438 open codes, 127 concepts, 19 subcategories, and four main categories were extracted into three classes, and their characteristics were identified. The tourism supply chain considering pandemic conditions by the Stabilization Model is shown in Figure (1), DiscussionDrivers of tourism supply chain sustainability include public pressure, sustainability capabilities, and the changed demand of tourists, and enablers of tourism supply chain sustainability include government support, tourism sustainability policy, social and technological innovation, and development of tourism infrastructure as conditions that necessitate the sustainability of tourism supply chain with respect It has become a pandemic condition. Tourism supply chain by sustainability methods that included customer management in tourism units, supplier management in tourism units, staff management in tourism units, destination management in tourism areas, marketing management of tourism products and services, localization in tourism areas, cooperation with stakeholders in the supply chain, waste, and sewage management in tourism areas and units, and resource and energy management in tourism areas and units can lead to the emergence of sustainable tourism supply chain performance taking into account pandemic conditions.DiscussionDrivers of tourism supply chain sustainability include public pressure, sustainability capabilities, and the changed demand of tourists, and enablers of tourism supply chain sustainability include government support, tourism sustainability policy, social and technological innovation, and development of tourism infrastructure as conditions that necessitate the sustainability of tourism supply chain with respect It has become a pandemic condition. Tourism supply chain by sustainability methods that included customer management in tourism units, supplier management in tourism units, staff management in tourism units, destination management in tourism areas, marketing management of tourism products and services, localization in tourism areas, cooperation with stakeholders in the supply chain, waste, and sewage management in tourism areas and units, and resource and energy management in tourism areas and units can lead to the emergence of sustainable tourism supply chain performance taking into account pandemic conditions.ConclusionThe model obtained in the research is a comprehensive and rich model of the sustainability of the supply chain of the tourism industry, taking into account the pandemic conditions, which is a local model that is from the experts' point of view and can be implemented. The results of this research will help tourism supply chain managers to design and adopt sustainability methods, taking into account pandemic conditions, and it is expected that, in addition to stabilizing the tourism supply chain, it will lead to the prosperity of tourism businesses and the improvement of the livelihood of local communities
tourism management
Narges Larijani; Morteza Shafiee; Seyyed Ismail Najafi
Abstract
The present study aims to identify the cultural strategies of the ecotourism centers of Mazandaran province with an approach based on thematic analysis. This study is practical based on the purpose. The qualitative research approach and the statistical population included 137 narratives related to cultural ...
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The present study aims to identify the cultural strategies of the ecotourism centers of Mazandaran province with an approach based on thematic analysis. This study is practical based on the purpose. The qualitative research approach and the statistical population included 137 narratives related to cultural strategies of Mazandaran province ecotourism centers in online social media. One hundred thirteen narratives were analyzed with the help of theoretical saturation and judgmental sampling. Narratives were manually coded by searching tourism websites and using a three-step open, central, and selective method, and then based on the SWOT method; different points were combined and shown in the form of a network of topics. The results indicate the identification of 10 organizing themes and 75 basic themes regarding the cultural strategies of the eco-tourism centers of Mazandaran province as comprehensive themes. Also, the results show that the cultural strategies of Mazandaran eco-tourism centers include a learning culture strategy, e-learning culture strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy.Introduction Ecotourism is a new type of tourism that appeals to educated and adventurous personalities who enjoy undeveloped and unspoiled natural, cultural, and historical places. Developing ecotourism aims to protect the nature of areas by providing income, protecting the environment, and educating and involving local communities. To develop the culture of ecotourism, the culture of ecotourism centers must be compatible with its strategies. Otherwise, they prepare themselves to face almost a strategic failure. Having multiple strategies is essential to having a successful system. These strategies reflect tangible and intangible organizational objectives and are determined by strategic management. A manager can determine the strategies and how to implement them through strategic management. Then, organizations are evaluated based on the implementation of these strategies. Organizations that implement strategies achieve a high level of performance. In this regard, identifying the cultural strategies of ecotourism can be one of the essential steps in moving the ecotourism cycle forward and introducing potential capabilities. Through cultural strategies, plans to strengthen the region's potential and development can be effectively advanced. Therefore, the main objective of this research is to identify the dimensions of cultural strategies of ecotourism centers in Mazandaran province. MethodologyThe approach of this research is qualitative, and its strategy is narrative analysis. The statistical population includes all narratives related to the cultural strategies of ecotourism centers in Mazandaran province (websites and blogs), which amounted to 137 narratives, and the sample size was estimated based on the logic of the judgmental sampling method. To achieve this goal, all published narratives on websites and blogs were first examined to determine the author and date of composition. Additionally, websites and blogs containing narratives about ecotourism centers in Mazandaran province were categorized. Then, these media were examined based on their communication channels and accessibility to their managers and audiences, the level of visitors, and the presence of electronic trust symbols. Those lacking such features were excluded from the research domain, and only 113 selected narratives were considered. After identifying the themes, they were manually coded in three open, axial, and selective coding stages and displayed on the thematic network. In addition, sub-strategies were also presented based on the SWOT Method and by combining different points. Discussion and conclusionIn this study, in response to the question raised, using the narrative Analysis Method and three Open, Axial, and Selective Coding Methods, as well as the SWOT Model, ten organizational themes, 75 basic themes, and one overarching theme, namely the cultural strategies of ecotourism centers in Mazandaran Province, were identified and displayed on the thematic network. In response to the main question, the results indicate that ecotourism centers should focus on the cultural learning strategy to attract tourists. Additionally, the results show that the electronic cultural learning strategy, food tourism culture strategy, and creative tourism culture strategy are cultural strategies that previous research needs to pay more attention to but are important for ecotourism. In addition, the green culture strategy is another strategy that previous research has primarily referred to as a green strategy in other statistical societies and not in tourism industries or ecotourism centers. Although it has similar indicators and criteria, such as health, non-pollution, cost-effectiveness, and adherence to environmental commitments, none have been referred to as a green cultural strategy. The social-cultural strategy is another dimension of cultural strategies of ecotourism centers in Mazandaran Province. Another result was the artistic and cultural strategy, which, although previous research has focused on various arts to attract tourists to ecotourism centers, has yet to be referred to and examined as a cultural strategy. Finally, the results showed that the economic, cultural, and cultural marketing strategies are other dimensions of the cultural strategies of ecotourism centers in Mazandaran Province.ConclusionOverall, the results showed that ecotourism centers that intend to improve their performance could use cultural strategies such as the learning culture strategy, electronic cultural learning strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy to achieve their objectives.
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.
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
Reza Hosseingholizadeh; Mahmood Alborzi; Abbas Toloie Eshlaghy; Hamid Zargham Boroujeni
Abstract
The beliefs of the stakeholders who provide tourism services in destinations play an important role in the sustainability of destinations. The values of variables affecting these beliefs are always ambiguous, and the causal relationships between them are uncertain. The reality of opinion dynamics ...
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The beliefs of the stakeholders who provide tourism services in destinations play an important role in the sustainability of destinations. The values of variables affecting these beliefs are always ambiguous, and the causal relationships between them are uncertain. The reality of opinion dynamics reflects even more complexity. Therefore, the present study used fuzzy logic, Bayesian belief networks, and opinion dynamics models to investigate a complex topic. The models were applied to the data obtained from the Iranian stakeholders in a bid to attract Chinese tourists. The data was collected by administering the questionnaire to 540 stakeholders during 2019, 2020 and 2021. Finally, the research provided not only an agent-based simulation to visualize trends and their evolution or co-evolution, but also the possibility of predicting defective and desirable trends with the ultimate aim of preventing or reinforcing them.IntroductionDespite the apparent regularity of the tourism process, ambiguity, uncertainty, and dynamism in the host community complicate the control of the process. It is ambiguous because different tastes are applied to it (Liu et al., 2021). It is uncertain because the stakeholders have different beliefs (Merigó et al., 2012). It is dynamic (Sainaghi & Baggio, 2017) because it is affected by environmental changes such as diseases (Soltan-Alinejad & Soltani, 2021), natural disasters (Rosselló et al., 2020), information technology (Xiang, 2018), and environmental issues (Saviolidis et al., 2021). Accordingly, conventional statistical tools are ineffective in capturing the whole complexity at work (Sun & Müller, 2013). In this respect, the current study used fuzzy logic, conditional probability, and diffusion processes on complex networks in order to model ambiguity, uncertainty, and dynamism, respectively. The fuzzy membership functions were used for the initial processing of the collected data (Serrano-Guerrero, 2021). The study utilized Bayesian belief networks to measure the community’s parameters in the current situation (Rohmer, 2020). Moreover, opinion dynamics was employed to predict future trends (Ureña et al., 2019). Specifically, the structural and parametric training of Bayesian belief networks was used to model the current beliefs of stakeholders in tourism destinations (Rohmer, 2020). The developed Bayesian belief network is able to make predictions, prescriptions, and causal inferences about the stakeholder-related variables of the community (Nadkarni & Shenoy, 2001). Therefore, various parameters of the community can be estimated by Bayesian belief networks (Gallardo, 2022). Stakeholders’ opinions are dynamic because they are influenced by contextual factors and other stakeholders (Steils et al., 2021). The study also intended to simulate the dynamics. There are many variables in stakeholders’ interactions that are influenced over time. Each stakeholder, also called the agent, has an opinion on each variable, so in interactions, stakeholders are influenced by their own opinions and those of others (Cape et al., 2018).Materials and MethodsThe current study aimed to create a structure for the beliefs of tourism stakeholders on the basis of tourists’ wishes and needs. Therefore, Bayesian belief networks, as a kind of causal network based on conditional probability theory, were used in this research. In the next step, the research employed opinion dynamics which is a subset of agent-based methods in the field of simulation. Agent-based methods, though recommended, are less addressed in the field of tourism. The data was collected by administering the questionnaire to 540 stakeholders in Iran during 2019, 2020, and 2021. The population of the stakeholders consisted of five classes including 265 hotels and accommodation centers, 170 tourism companies, 85 bus companies, 15 airlines, and 5 railway companies. The stratified sampling method was used to select the research participants.Results and DiscussionBy generating a joint probability distribution function for the variables governing the beliefs of the Iranian tourism stakeholders, the research integrated the beliefs into a coherent mathematical structure. In practice, this equation represented a kind of causal network structure that can answer different questions with the advantage that it can be retrained to be used to create a more updated distribution function when new data is entered. Relying on the agent-based method of opinion dynamics, the study simulated the future behavior of tourism stakeholders. The simulation showed what behaviors can be useful in attracting tourists, what behaviors are not in line with protecting the environment, and what behaviors can be suitable or unsuitable for attracting female tourists.ConclusionThe research was designed to use the methods separately in order to avoid increasing the complexity of the research process due to the simultaneous use of diverse and powerful tools. Therefore, it is possible for researchers to use each of the methods independently. In addition, the obtained results are useful, diverse, and practical, and suggest the suitability and further use of agent-based methods (e.g., opinion dynamics) in the tourism research
Fatemeh Shekari
Abstract
Tourism can both strengthen and undermine national–ethnic identities on the one hand, but on the other hand it can lead to their gradual disappearance. National–ethnic identities also pose a challenge to the rapid homogenization of cultures caused by globalization. In spite of more than five ...
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Tourism can both strengthen and undermine national–ethnic identities on the one hand, but on the other hand it can lead to their gradual disappearance. National–ethnic identities also pose a challenge to the rapid homogenization of cultures caused by globalization. In spite of more than five decades of research on tourism and national–ethnic identity, there is a research gap given the lack of a comprehensive review of the literature. In this respect, the present study aimed to conduct a quantitative literature review using bibliometric analysis. In order to understand the social and conceptual structure of the research field, the study used VOSviewer_1.6.18 software to carry out performance analysis and science mapping of 383 documents indexed in the Scopus database. The findings indicate that in the last decade, heritage tourism (particularly among diaspora and immigrants), the representation of outbound tourists’ national–ethnic identity, and the representation of destinations’ national–ethnic identity through tourism were among the most popular research topics worthy of further consideration in future studies. Introduction Tourism can leave dual effects on national –ethnic identities. Not only can it strengthen the collective national–ethnic identities, but also as one of the drivers of cultural globalization, it can accelerate the disappearance of such identities. In addition, national–ethnic identity poses an obstacle to the rapid cultural homogenization caused by globalization. In spite of more than five decades of research on tourism and national–ethnic identity, there is a research gap given the lack of a comprehensive and systematic review of the literature. To address this gap, the present study aimed to conduct a quantitative literature review using bibliometric analysis. Materials and MethodsThe statistical population of the study consisted of documents in the field of national–ethnic identity and tourism that were indexed in the Scopus database. A systematic search in the Scopus database on December 23, 2021, resulted in 338 records, including journal articles, book chapters, and conference papers with national identity or ethnic identity and tourism in their title, abstract, or keywords. Performance analysis and science mapping using VOSviewer_1.6.18 software were conducted in order to identify the most influential documents, authors, sources, institutions, and countries, and also to understand the social and conceptual structure of the research field. Results and DiscussionThe results showed that research on national–ethnic identity and tourism has significantly increased since 1976, with the most of articles published in 2021. The most influential documents, in order of their normalized citations, were Packer et al. (2019), Park (2010), Wang et al. (2021), and Zhang et al. (2018). The US, the UK, and Australia had the highest number of documents and citations. The most influential authors, in order of their normalized citations, were morais d.b., smith a., bhandari k., and palmer c. Performance analysis also revealed the most influential sources and institutions. Citation analysis could identify the relationships among the most influential publications, and co-authorship analysis revealed the social structure of the research field based on interactions among authors, institutions, and countries. Moreover, co-word analysis revealed the following three clusters: heritage tourism and national identity, ethnic identity, and immigration and cultural identity, which were categorized according to their themes. ConclusionThe findings showed that the last decade has witnessed an increase in the research on heritage tourism among diaspora and immigrants. Additionally, the representation of outbound tourists’ national–ethnic identity and the representation of destinations’ national–ethnic identity through tourism were among the most popular research topics worthy of further consideration in future studies.
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 ...
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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."
Hamed Fallah Tafti; Mahnaz Doosti-Irani
Abstract
Introduction: The growing number of travel agencies in major cities means a wider range of choices for tourists, which in turn leads to increased competition in the business. The city of Isfahan is no exception to this rule and the existence of several agencies in it has created a wide competition for ...
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Introduction: The growing number of travel agencies in major cities means a wider range of choices for tourists, which in turn leads to increased competition in the business. The city of Isfahan is no exception to this rule and the existence of several agencies in it has created a wide competition for the owners of these jobs. Undoubtedly, having loyal customers in the face of fierce competition, as well as dealing with the crisis - especially the crisis that the Covid 19 virus has created for the tourism industry - will help travel agencies to be more resilient and economically viable. Therefore, the mentioned conditions have made the owners of these agencies to use every opportunity to convince their customers that they are performing better than their competitors; One of these opportunities is Social Network. In recent years, the widespread use of social networking through the advent of smartphones has made information available anywhere and anytime. The popularity and widespread use of these networks provides an opportunity for business owners to connect online with their customers and use these networks to improve their position in a competitive market. Therefore, the purpose of this study is to investigate the effect of online interaction on the Instagram social network on the loyalty of customers of travel agencies. Loyalty consists of four dimensions, which are cognitive, affective, conative and behavioral loyalty. Cognitive loyalty means preferring one brand over other brands due to knowing that brand and the benefit it has for the customer. This type of loyalty is very weak because it is quickly lost by improving or promoting the competitors' brand. Affective loyalty is achieved when a person feels good about a brand as well as satisfied with it as a result of increasing knowledge. Conative loyalty (tendency to be loyal) is achieved when the customer intends to repeat the purchase, but this action is not certain and may not lead to a purchase. Finally, behavioral loyalty emphasizes repeat purchases and their amount (Sotude et al., 2014; Van Asperen et al., 2017). Customer interaction with the brand in social networks is also formed in two ways: passive and active interaction. Passive interaction is when the so-called customer is just a consumer of content on social media and only reads and views other users' posts and comments. While active interaction is when the audience is involved in creating the content and it is when the customer comments on the content, raises questions and comments, informs the brand owner about their needs, encourages his/her friends to visit this page, and shares brand posts with others (Van Asperen et al., 2017). Therefore, in order to achieve the purpose of the research, the following questions are raised: To what extent does each dimension of interaction affect each dimension of customer loyalty? Does passive interaction have a sufficient impact on all aspects of loyalty, or should try to users participate actively in the social network? Which dimension of loyalty is most affected by online interactions? How will customer loyalty change if travel agencies lose active engagement on the Instagram network? Methodology: The research is exploratory in terms of purpose and has an applied orientation, and its statistical sample consisted of 12 university experts and managers of travel agencies in Isfahan who use the social network Instagram in their business. Sampling was performed by purposive method. The research was conducted using fuzzy cognitive mapping technique. The research variables are online interactions and customer loyalty, the dimensions of which were determined by studying the research literature and with the approval of experts. In order to collect data, a matrix questionnaire was prepared in which the research factors were listed in the first row and the first column, and in other boxes the effect of the factor in the relevant row on each column of the table was written using the opinion of experts (numbers ranging from negative to positive One). For this purpose, the researchers distributed the questionnaire in person among the experts and after explaining the questions and how to answer them, entered the answers received in the questionnaire. Finally, the input matrix to the software was obtained from the average opinion of experts and analyzed, and the research graph was drawn. Finally, the active interaction elimination scenario was defined, and its results were compared with the initial results. Results and discussion: Findings showed that the most influential factor is active interaction and the most affected factor is behavioral loyalty. Interaction, and especially active interaction, affects all dimensions of loyalty, especially behavioral loyalty. Also, by eliminating active interaction, customer loyalty is greatly reduced, the results showed that passive online interaction has the greatest effect on behavioral loyalty, conative loyalty, cognitive loyalty and affective loyalty, respectively. On the other hand, there is an inverse relationship between types of loyalty and passive interaction, and the most impact on passive online interaction is related to conative loyalty, behavioral loyalty, affective loyalty and finally cognitive loyalty, respectively. Active online interaction has the greatest impact on behavioral loyalty, conative loyalty, cognitive loyalty and finally affective loyalty, respectively. All dimensions of loyalty also affect active online interaction, which the most impact is related to affective, behavioral, cognitive and conative loyalty, respectively. Conclusion: These results suggest that travel agencies can retain their customers more than ever before by relying on online interaction, but relying on passive interaction is not enough, and to have more loyal customers, travel agency managers need to focus on active audience participation on social network. According to the findings of this study, some practical suggestions for agency owners to increase customer loyalty are: Focus on activity in social networks, and increase the number of hits, frequent content updates, use of posts that are more attractive to the customer, and create opportunities that invite followers to actively participate, including encouraging users to comment and request feedback, following user feedback and trying to discover their needs, as well as trying to get feedback from customers who have purchased from the agency and considering incentive schemes for active users.
Mohamadreza rabiee mandejin; Ali Gholami; Mohammad Alizadeh; Fatemeh Mohammadzadeh Larijani
Abstract
Introduction:
The growing attention to entrepreneurship in tourism research indicates the critical role of entrepreneurship and new businesses in innovation and value creation in tourism activities. The role of small and medium-sized businesses in tourism activities and their relationship with social ...
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Introduction:
The growing attention to entrepreneurship in tourism research indicates the critical role of entrepreneurship and new businesses in innovation and value creation in tourism activities. The role of small and medium-sized businesses in tourism activities and their relationship with social and economic development in rural areas highlight the development of entrepreneurial opportunities as a dynamic factor in the development of local communities. Therefore, the increasing focus on small businesses in tourism has directed the expert attention to the importance of entrepreneurship in such businesses.
Given its many tourist attractions, Khalkhal city has attracted the attention of local and non-local entrepreneurs in recent years. After 2011, Khalkhal faced an influx of tourists due to the geographical situation of the region. Located near the north of the country, the city is a tourist crossing point from the north of the country to Ardabil Province and vice versa. Therefore, many tourism entrepreneurs are now engaged in different activities in the city, which makes it necessary to pay serious attention to the approach of the tourism ecosystem. This requires planning and taking actions within the paradigm of the entrepreneurial ecosystem. The entrepreneurial ecosystem helps find out about opportunities and threats by identifying relevant indicators and elements, thus providing a growth model for entrepreneurs. Therefore, supporting and strengthening the entrepreneurship and innovation ecosystem is one of the essential measures in identifying and developing desirable strategies to meet economic changes and social needs in rural areas.
Materials and Methods
As an applied study based on a mixed methods research design, the present article intended to identify and design a model of tourism entrepreneurship ecosystem in Khalkhal city. The statistical population of the study consisted of 15 local experts active in the fields of entrepreneurship and tourism. The Delphi method was used to collect the data. Having aligned the data with the theoretical foundations, the research identified and classified the elements of ecosystem by using the opinions of five academic experts and entrepreneurs.
Results and Discussion
According to the results obtained from the direct influence and impact situation, governance/leadership (a score of 1639) and networks/social capital (a score of 1475) were found to be the most influential factors impacting other elements. In the interviews, the entrepreneurs referred to the complex administrative bureaucracy as a significant obstacle to the development of tourism in the city. In fact, issuing a license in the tourism sector requires numerous inquiries from various departments, to which the delays of inefficient administration must be added.
According to the results, the first floor of the influence matrix housed the two elements of governance/leadership and physical infrastructure/attractions, which significantly impact other elements. However, the elements of community culture, networks and social capital, education and transmission, and business support services were located on the second floor, which indicates their high impact on the ecosystem. Moreover, the elements of human resources, financial infrastructure, and the life quality were in the second class, which indicates their high impact on the elements of the previous two classes. The first category also includes the element of contextual and general factors that act autonomously and have little impact on other elements.
Conclusion
Nowadays, the emerging hybrid and systematic view of issues, especially in the field of humanities, makes it even more necessary to pay attention to the study of the entrepreneurial ecosystem as the dominant paradigm in entrepreneurship studies. In this respect, the present article tried to study the rural entrepreneurship in Khalkhal city with an eye to the ecosystem approach. According to the results obtained from local experts in two complementary steps, it was found that the element of governance and leadership is the most fundamental element of the rural tourism entrepreneurship ecosystem in Khalkhal city. This finding is justified in light of the broad dimensions of the government in Iran, which play the same role in both designed models. In fact, the initiative of tourism entrepreneurship in the region is controlled by the government. Therefore, the reform of the legal structure, especially the laws supported and encouraged by the government, is the first step to the success of the tourism entrepreneurship ecosystem.
Somayeh Esmaeilzadeh; Narges Delafrooz; Ali Gholipur; Nasrolah Molaei
Abstract
Introduction
The tourism industry has significantly improved local economies in the last two decades. Considering the importance of tourism and its competitive market in the world, tourist destinations compete head-to-head in order to attract tourists and increase their share of the industry’s ...
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Introduction
The tourism industry has significantly improved local economies in the last two decades. Considering the importance of tourism and its competitive market in the world, tourist destinations compete head-to-head in order to attract tourists and increase their share of the industry’s income. However, some recent malpractices, such as unfair or fraudulent behavior and failure to provide services as promised, have exacerbated the crisis of trust in tourism as an important issue worthy of further attention. Trust is a prerequisite for improving many marketing variables such as loyalty, travel intent, destination attachment, and repeat visits. To date, a comprehensive scale for constructing tourist trust in a tourist destination has not been provided. Most researchers in tourism studies tend to borrow trust measurement tools from other sectors such as social sciences, branding, and e-commerce. Some prefer to develop a scale for a specific area of tourism, for example, for medical tourism and shopping. Moreover, the design of some current scales seems to be based on a qualitative approach lacking credibility. A systematic literature review also showed that there is no comprehensive scale for constructing tourist trust in a tourist destination. To fill this research gap, the present study deems it necessary to develop a more comprehensive and multidimensional scale for tourist trust that considers different stakeholders.
Materials and Methods
Based on a mixed methods design, the present research used grounded theory to analyze the data and develop a trust measurement scale. The statistical population in the qualitative section consisted of academic experts, policymakers, and planners in the field of tourism in Gilan. The purposive sampling method was used to select a sample of 12 participants. The study also relied on the criteria of validity, transferability, reliability, and verification to assess the reliability of the interview interpretation. Concerning the quantitative aspect, convenience sampling was used to select the statistical population of 389 tourists visiting different cities of Gilan Province. The research employed exploratory and confirmatory factor analysis to ensure the validity of the structures and identify the main dimensions and factors shaping the tourist trust.
Results and Discussion
In the qualitative stage, six main categories were found to be constitutive of trust in the tourism industry. They included the trust in tourist destination management, travel agencies, tourism service providers, tourist destination residents, other tourists, and digital content. Concerning the quantitative aspect, 389 incoming tourists to Gilan Province were analyzed. The results of exploratory and confirmatory factor analysis showed that the six research structures are adequately accurate in measuring the relevant structures.
Conclusion
Considering the findings of previous studies, the present research proves to be innovative. The proposed scale for measuring tourist trust is relatively comprehensive, covering the different perspectives of destination stakeholders (management, travel agencies, service providers, residents, other tourists, and digital content) at both institutional and interpersonal levels. The scale is valuable given the fact that tourism research on trust solely focuses on a single or several groups of organizational stakeholders (e.g., the government) which are studied by tourism institutions or travel agencies among tourists, residents, and travel guides. The proposed measurement indices for each dimension also cover more components compared to similar research attempts. In addition, the proposed scale is presented with an overview, and unlike previous studies, it is not restricted to a specific type of tourism, such as e-tourism, medical tourism, or shopping tourism. It is thus a more reliable scale for measuring various dimensions of trust.
salman eivazinezhad; Mohsen Akbari
Abstract
The present study seeks to identify the factors affecting the behaviour of tourists about environmental protection activities. The research method has based on meta-synthesis. After searching for specific keywords in two journals, Google Scholar and Web Science, 198 articles have been extracted. Eventually, ...
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The present study seeks to identify the factors affecting the behaviour of tourists about environmental protection activities. The research method has based on meta-synthesis. After searching for specific keywords in two journals, Google Scholar and Web Science, 198 articles have been extracted. Eventually, 40 articles were coded and analyzed manually. The selected articles were divided into two categories, which included tourists' behaviour towards the environment and explaining the behaviour of indigenous people towards the environment. After extracting the sub-themes, the factors influencing tourists' behaviour towards three main themes can be suggested: indicators related to tourists - country of origin and destination country. Finally, by comparing the two categories of research, it can be suggested that consumers' perceptions of uncontrollable external factors such as the roles of governments and the understanding of chance/fate factors can explain the gaps in the present predicting the tourists' behaviour toward the environment. IntroductionToday, paying attention to the environment is a very important issue in developing and developed countries. One of the areas that can severely affect the environment is tourism, which has become an important part of the gross national income for most countries. Due to its cultural heritage and its natural and four-season landscapes, Iran has attracted many tourists every year. Considering the importance of the environment on the one hand and the improvement of the tourism industry, on the other hand, the development of tourist behaviours is very important. Give tourists behaviour.Materials and MethodsAccording to the research topic, the method used is meta-synthesis because the theoretical gap of the research was not clear. In the first stage, 198 articles were identified through the specified keywords, after which 40 papers were finally selected for the final analysis. The selected articles were divided into two categories, which included the behaviour of tourists and the indigenous behaviour of individuals towards the environment. The coding process was performed separately in each of these categories to identify new themes by comparing them. Caldwell is a model for measuring the validity and quality of research. In this type of evaluation, based on the basic and basic criteria, the subjects, the scope, the results, the studies, the methodology, and the validity of the articles were assessed. Cohen's kappa coefficient was used to properly execute the process and reliable the analysis and coding results. Several reviewed articles (15 out of 40) were randomly selected and provided to another experienced researcher for this purpose. In this study, Cohen's kappa coefficient for coding of two researchers was 0.78, which indicates high reliability.Discussion and ResultsAfter extracting the sub-themes, we finally suggested the factors affecting tourists' behaviour towards three main themes: indicators related to tourists, country of origin, and country of destination. The section on indicators related to tourists, motivations - attitude - personal experiences, environmental knowledge, materialism, pride, guilt, individual factors, significant experiences, tourist anxiety, nostalgia, age, gender, willingness to pay more, group size, Travel time is included. For the country of origin, institutional environment, level of development - development of the Internet, religion, media, air pollution, and for the country of origin, factors such as destination loyalty, destination brand, destination culture, environmental climate, religion, location were categorized. Also, for the natives, the main factors explaining the behaviour of tourists were identified, which are in the same three categories. In addition to these identified themes, theories were identified that have been considered in explaining indigenous behaviour towards the environment but have not been studied in the behaviour of tourists.ConclusionsConsidering the comparison of researches done in the two fields of tourism and public actors regarding the environment, it is suggested that to improve the activities of tourists in the field of environment. It is necessary to pay attention to three items: the position of their country, the position of the destination country, motivations and The tourist's own experiences. Also, by comparing the two categories of research conducted, it can be suggested that consumers' perceptions of uncontrollable external factors such as government maps and an understanding of factors of chance, habit, and social capital can be gaps in predicting tourist behaviour. It is suggested that researchers in their research consider these variables in explaining the behaviour of tourists.
Seyed Mojtaba Moussavi Neghabi; Seyed Ali Hosseini; Nima Moshiri Langroudi
Abstract
The development of film and television entertainment has led to the rapid growth of film tourism in recent years (Tang, 2020). People spend a lot of their free time watching movies (Cormby, Sanford & Pickering, 2019: 14). Following the global trend, Iranians also watch more than two hours of their ...
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The development of film and television entertainment has led to the rapid growth of film tourism in recent years (Tang, 2020). People spend a lot of their free time watching movies (Cormby, Sanford & Pickering, 2019: 14). Following the global trend, Iranians also watch more than two hours of their free time on TV every day (Moeidfar, 1399). Besides the beginning of the Corona pandemic and the imposition of severe restrictions on the closure of recreational and sports centres and domestic and international travel (Akbari and Ansari, 1399) have caused part of the leisure time spent travelling and travelling to other things, specially allocated watching Film. According to statistics, after the spread of the Coronavirus in the United States, watching online movies, TV, and online TV has increased by 39, 39 and 38%, respectively (World Wide Web Index, 2020), a factor in the growing importance of Film in tourism marketing.Corona restrictions have reduced international tourism by 78% (Chen, 2020). The OECD estimates this damage at up to 80% (Stacey, 2020). In Iran, the tourism sector has been severely challenged due to the outbreak of coronary heart disease and many accommodations and tourism centres have been closed during this period (Hassanpour, Shahi and Arjangmehr, 1399). Of course, it is expected that with the global injection of the corona vaccine, tourism will gradually return to its place. According to statistics obtained from research in Indonesia, 78% of people will travel again after the end of the corona, and even 65% of these people stated that they travelled within the first 6 months after the end of the corona (Vachioni, 2020). One can expect domestic tourism to grow first and then travel abroad. Therefore, we must use media attractions, especially movies, to attract tourists and compete with other destinations during this period.MethodsThe present study is applied research in terms of purpose, survey research in terms of data collection method, and descriptive research. Data analysis and hypothesis testing were performed by structural equation modelling of least squares (PLS-SEM) using SmartPLS software, version 3.3. The questionnaire was also used to measure variables and collect data. This questionnaire consists of 46 questions, of which 7 items are related to demographic questions, and the rest are designed as follows: Introduction to the destination (5 questions, researcher-made); Filming location nostalgia (4 questions, taken from (Kim et al., 2019)); Film music nostalgia (4 questions, researcher-made); Nostalgia for the story of the Film (6 questions, taken from (Kim et al., 2019)); Nostalgia for movie actors (5 questions; taken from (Kim and Kim, 2018a)); Following the actors (4 questions, (Kim and Kim, 2018a)); Creating and maintaining a tourist attraction (4 questions, made by a researcher); Music tourism (3 questions, researcher-made) and travel motivation (4 questions, taken from (Oha and Kim, 2020)). The validity and reliability of the questionnaire were evaluated and confirmed based on composite reliability, representative reliability, convergent validity and differential validity.The statistical population of the present study is all people who have watched the movie "What time is it in your world" at least once? In other words, the condition for completing the questionnaire is to watch this Film. Respondents were asked to watch the video before completing the questionnaire, and one of the questionnaire questions was about the number of times the respondent had watched the video. The questionnaire was designed online, and its link is available to people. Using G * Power software, considering the effect size (f2) equal to 0.15, the significance level of 5%, the statistical power of 80%, and 5 predictor variables, the minimum sample size of 132 items was determined. After several follow-up sessions, 164 questionnaires were collected, of which 4 were excluded from the analysis because the number of missing data was more than 15%, and 160 questionnaires were used in the analysis.Discussion and ResultsThe present study is applied research in terms of purpose, survey research in terms of data collection method, and descriptive research. Data analysis and hypothesis testing were performed by structural equation modelling of least squares (PLS-SEM) using SmartPLS software, version 3.3. The questionnaire was also used to measure variables and collect data. This questionnaire consists of 46 questions, of which 7 items are related to demographic questions, and the rest are designed as follows: Introduction to the destination (5 questions, researcher-made); Filming location nostalgia (4 questions, taken from (Kim et al., 2019)); Film music nostalgia (4 questions, researcher-made); Nostalgia for the story of the Film (6 questions, taken from (Kim et al., 2019)); Nostalgia for movie actors (5 questions; taken from (Kim and Kim, 2018a)); Following the actors (4 questions, (Kim and Kim, 2018a)); Creating and maintaining a tourist attraction (4 questions, made by a researcher); Music tourism (3 questions, researcher-made) and travel motivation (4 questions, taken from (Oha and Kim, 2020)). The validity and reliability of the questionnaire were evaluated and confirmed based on composite reliability, representative reliability, convergent validity and differential validity.In the present study, using the least partial structural equation modelling (PLS-SEM), the conceptual model of the research was tested. Out of 12 paths defined in the model, 11 research hypotheses were confirmed, and only one hypothesis was not accepted at the significance level of 0.95. This study shows that film nostalgia is positively related to travel motivation, which is consistent with previous studies that show that film nostalgia greatly affects tourist attitudes and behaviours (Oha and Kim, 2020; Kim et al., 2017). The effect of total film nostalgia on travel motivation equals 0.727, which shows the high impact of film nostalgia on travel motivation. In particular, the research findings show that among the various dimensions of film nostalgia, most viewers who feel nostalgic for film music and film actors are more motivated to visit the destination. Perhaps the high impact of music nostalgia on travel motivation can be attributed to the harmony of film music with the culture and environment of the destination (Guilan) because the average response to the phrase "film music has the spirit of Guilan." Above average. But, on the contrary, due to the lack of coordination of the Film's story with the destination (Gilan), the effect of the Film's nostalgia on the motivation to travel is low. Therefore, it is suggested to increase the impact of film nostalgia on tourism to coordinate all dimensions of film nostalgia, i.e. music, story, actors and filming location, with the intended destination space.One of the differences between the present study and previous studies is the effect of familiarity with the destination on the nostalgia of the Film, which was accepted at the significance level of 0.000. In other words, the viewer's previous familiarity with the location of the filming, by searching for the tourist attractions of the destination on the Internet or a previous visit, increases the feeling of nostalgia and thus has a greater impact on travel motivation. Another hypothesis confirmed in the present study is the positive effect of film nostalgia on music tourism. The feeling of nostalgia for the film positively impacts the spectator's motivation to attend the film singer's concert or buy a film music album. This research finding is consistent with previous studies (Kim et al., 2019). However, the hypothesis of a direct effect of music tourism on travel variables at the significance level of 0.95 was not accepted. Of course, the indirect effect of film music nostalgia on travel motivation with a total effect of 0.284 is significant. Another aspect of the present study with previous studies is the study of the hypothesis of the impact of film nostalgia on the creation and maintenance of tourist attractions, which was confirmed with a path coefficient of 0.434.
Arashk Masaeli; Naser rezaei; Khabat Derafshi; Mehdi Basakha
Abstract
IntroductionMany industries with predetermined plans have been completely suffered losses from the Covid-19 pandemic since March 2020, when the World Health Organization recognized it. The tourism industry can be considered one of the growing sectors damaged very quickly. Due to the prolongation of the ...
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IntroductionMany industries with predetermined plans have been completely suffered losses from the Covid-19 pandemic since March 2020, when the World Health Organization recognized it. The tourism industry can be considered one of the growing sectors damaged very quickly. Due to the prolongation of the Covid-19 pandemic, different aspects of the tourism industry and its degree of vulnerability are identified. Tourism-related businesses, including the hotel industry, food industry, transportation, handicrafts, and other related activities, have suffered the most during this period.Simultaneously with the negative effects of the corona disease on the economy and employment, the effects of the corona on tourism became more apparent. Still, due to the continuity of the corona and the need for rehabilitation during the corona and post-corona era, the need for more protocols and health guidelines is felt. Many countries have made reforms in this regard to continue their tourism industry at the same time as the pandemic.The important point is that researchers in this field should pay attention to the direct effects of corona on the tourism industry and its effects on related industries.Materials and MethodsAs it turns out, tourists spend money to buy goods and services at destinations. Some are paid directly for accommodation, food centres, restaurants, retail shopping, transportation, and related entertainment. Since it is done in the tourism industry and has revenues for these industries, it is called the "direct effects" of tourism on the economy. Due to the increasing demand for tourism products, players in the tourism and related industries are encouraged to increase the supply of products. Therefore, hiring new labourers and producing more goods from domestic producers occurs to meet the demand for tourism, which is called "indirect effects".Increasing the employment of the labour force increases the total income of the residents of the tourist area that part of it is allocated to savings and part to the purchase goods and services for residents. The purchase of more goods and services by the surplus income creates additional demand and leads to more production and more employment, which is called the "induction effects". In general, "indirect effects" and "induction effects" constitute "secondary effects".The inbound tourists to Iran in the first six months of 1399 have decreased by almost 96%, affecting Gross Domestic Product, employment, imports, and income distribution. The effects of this reduction on employment in the country, given the high unemployment rate of 10 percent is important so that policymakers can create short-term and long-term packages as much as possible to prevent the increase in unemployment in the country. The purpose of the present study is to investigate the effects of the Covid-19 pandemic on the employment of Iran's tourism sector using the labour force statistics of the year 1398 and the updated input-output table of the year 1390.Discussion and ResultsAs stated, of the approximately 24 million 273 thousand people employed in Iran (according to the labour force census), 4,575,000 people are employed in tourism-related activities.As can be seen, there is a 1.88 percent decrease in employment and an increase in unemployment, of which 1.23 percent is a direct effect of the reduction in tourist arrivals, about 0.64 percent is based on the inter-sectorial relations of different sectors related to tourism, and 0.01 percent is due to induced demand.The results extracted from the calculation of the direct, indirect, and induced effects show that 456,000 out of 4,575,000 people working in the 13 sectors related to the tourism industry have lost their jobs (299 thousand direct effects and 257 thousand indirect effects).ConclusionsThe experience of tourist countries in the Covid-19 pandemic has shown that although the arrival of the disease has severely damaged these countries, they have somehow maintained their tourism activities by creating protocols and instructions, including performing PCR tests before 72 hours of flight time, the separation of tourists and citizens of the country by creating quarantine courses, and allocation of quarantine places for suspected people.Eventually, wholesale and retail services, transportation support and assistance services, passenger road transport, food and beverage neighbourhood services, and public accommodation have the most indirect negative impacts due to their close relationship with other industries.
Rasul Abbasi; Atefeh Akbari; Kejani
Abstract
Food tourism is one of the most popular and high-income sectors of tourism in industrialized countries, both in its special domain and in contrast to other sectors. Unfortunately, Iran's tourism, restaurant, and hotel industries have failed to recognize this treasure's potential. This article aims to ...
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Food tourism is one of the most popular and high-income sectors of tourism in industrialized countries, both in its special domain and in contrast to other sectors. Unfortunately, Iran's tourism, restaurant, and hotel industries have failed to recognize this treasure's potential. This article aims to outline the issues and obstacles that the Iranian restaurant industry has in developing traditional food tourism. The qualitative research method and phenomenological approach were utilized in this study since it was necessary to use the lived experiences of people involved in the research topic. In-depth sampling was performed with 14 experts with experience in local food management by criterion and snowball sampling method until saturation was reached. By parenthesizing the researcher's previous knowledge, referring to the participants, and confirming them, the validity of the obtained results was determined. The findings illustrate a six-dimensional structure, including marketing barriers, low availability, poor groundwork, intra- institutional challenges, intra-union challenges, and government challenges. IntroductionIn its geographical area and relation to other sectors, food tourism is one of the developed countries most popular and lucrative goals. Traditional food is one of the best foods in different parts of the country in terms of nutritional value, availability of raw materials, freshness, free of chemical preservatives, and also cheapness. Food is not just a commodity but a cultural food embedded in the culture and customs of the local people of a region. In addition to meeting people's daily needs, food introduces tourists to food culture, and more.Materials and MethodsIn this research, a descriptive approach was used. This research is applied in terms of purpose and descriptive in terms of research method. According to the research objectives, the phenomenological method has been used as the research method, and the interview method has been used to collect data. The sampling of this research was done in the form of snowballs, and the interviewees were selected with maximum diversity from people who have experience in local food restaurant management. The sample size of this study is also determined by reaching the data saturation limit. The statistical sample is 14 people, including five women and nine men in the age group of 24 to 50 years, of which two had a bachelor's degree, seven had a master's degree, and one had a doctorate. The duration of each interview varied from 45 to 120 minutes. Semi-structured in-depth interviews were used to collect flexible data. After that, the interviews were implemented, coded, and analyzed as soon as possible to provide the necessary feedback for future interviews or adequacy and saturation. In this study, participants were first asked to explain how to choose native food and their experiences and feelings while buying and using products. The participant's answer guided the following questions, and the interview process gathered saturated information. In order to analyze, the four-step method of Bazargan et al. (2010) has been used.Discussion and ResultsUsing the phenomenological method, six main themes affecting the development of traditional food tourism were extracted, which were:"marketing barriers", "low availability", "poor groundwork", "intra-institutional challenges", "intra-union challenges", and "governance challenges". According to the participants in this study, there are marketing barriers with elements such as poor advertising, the high price of traditional food, the tendency to Western food, weak local food culture, unfamiliarity with customer tastes, poor use of cyberspace, and weak customer orientation. Previous studies have only examined the barriers to marketing in "food tourism", but the weak marketing position in "local food" has been suggested for the first time in this study. The topics of "low availability" and "poor groundwork" include local food restrictions, poor development of hospitality programs, poor local food education, and poor infrastructure with the research of some researchers are consistent. The topics of "intra- institutional challenges", "intra-union challenges", and "governance challenges" include the variables of support of guilds and government for holding food tours for cooking training, private sector investment in food tourism, and eliminating the weaknesses of restaurant management are agreeing with the results of some researches.ConclusionsThe study's findings effectively identify and understand the barriers to the development of traditional food tourism, and their elimination plays a significant role in promoting the tourism industry in Iran.
Fatemeh Baghaienia; mohammad shaker ardakani; nahid amrolahi; Ali Behjati Ardakani
Abstract
Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify ...
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Because human resources have a great impact on forming a positive image of the organization in the minds of customers, so today in the internal branding process, personnel have an important role in conveying brand promises to customers. Therefore, the purpose of this study is to analyze and identify the factors affecting internal branding from the perspective of executives. The method of this research is qualitative and the data obtained from interviews with 19 executives of hotels in Yazd who have been selected by snowball sampling method and have been analyzed using thematic analysis method and Nvivo software. The data after coding includes 642 initial codes, 32 themes and 9 comprehensive categories. The results showed that the effective factors in internal branding from the perspective of hotel executives includes training, monitoring, effective communication, effective meetings, customer orientation, leadership, selection and employment, service compensation and quality of working life.
Sara ilchi; amirsalar vanaki; mesbah seivandian
Abstract
Social media plays an important role in many aspects of tourism, especially in information retrieval, decision making, tourism promotion, and customer interaction. Due to the growing number of published researches in the field of social media and tourism, the purpose of this research is to analyze the ...
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Social media plays an important role in many aspects of tourism, especially in information retrieval, decision making, tourism promotion, and customer interaction. Due to the growing number of published researches in the field of social media and tourism, the purpose of this research is to analyze the publication trend and conduct a bibliometric analysis of the research published in this field. For this purpose, the information of 1054 articles published in the Web of Science from 2009 to 2020 is analyzed. In this research, two levels of analysis are discussed. At the first level, the publication trend and the impact of authors, journals, and articles are examined. At the second level, the structure of co-occurrence network of keywords and co-authorship network of authors, institutions, and countries are analyzed. The results of this study show that the use of social media in various sectors of tourism has increased in recent years.
Zohre Dehdashti Shahrokh; pedram jahedi
Abstract
IntroductionRelying on the distinctive aspects of tourism destinations is a prerequisite for success in the tourism market. Local food and local food culture are typical factors and lasting competitive advantages For tourism destinations because of emulating-oriented problems. The experience of eating ...
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IntroductionRelying on the distinctive aspects of tourism destinations is a prerequisite for success in the tourism market. Local food and local food culture are typical factors and lasting competitive advantages For tourism destinations because of emulating-oriented problems. The experience of eating local food and learning about local food culture in tourism is not a new phenomenon. Still, in recent years the competition in the tourism market has increased its importance. In practice, there are very successful examples of the application of local food tourism in the form of cooking festivals around the world, while not much research has been done in this field (Ellis, 2018). This study aims to identify the elements involved in creating the desired experience in eating local food tourism.MethodThe statistical population of this study is the members of the customer club of a tourism agency located in Tehran, and the sampling method is non-random; the sample size includes two hundred people. This study used the memory-work method for research on elements of desirable local food tourism. The memory-work process has three steps. In the first step, data were collected with an open-ended question: "Briefly describe your most desirable eating local food experience while traveling" (Stone et al., 2018). At this step, respondents must meet four preconditions. These four prerequisites include Narrating a story about a question, narrating in the third person, going into detail, and describing experiences (Crawford et al., 1992); In the second step, coding of the text of the stories must be done. Coding is done to identify the main elements of the subject; And in the third step, the specified components are divided into several categories (Onyx & Small, 2001).ResultsFindings showed that desirable local food tourism elements are divided into three categories: food-related, related to people, and related to the place. Among the identified elements related to food, three elements of fresh food, natural food, and various foods to describe the raw materials used in cooking local food, well-matured food elements to explain how to cook local food. Two elements of hot food and A traditional dish are used to describe how local food is served. Three elements of meat taste, familiar taste, and old taste have been used to describe the taste of the desirable experience of eating local food in tourism. Two elements of rice and bread smell have been used to describe the scent of desirable experience of eating local food in tourism.Regarding the type of food, dairy products are mentioned, directly and indirectly, meat, rice, and bread are mentioned. Among the identified elements related to people, the three elements of ethnicity, ancestors, and acquaintances with the highest repetition rate express a sense of belonging due to past regret in human relationships in the desirable experience of local food tourism. The three elements of friends, spouse, and children describe the sense of belonging that comes from familiarity in human relationships in the desirable experience of local food tourism. The two elements of locals and new people also describe the sense of excitement of meeting new people in human relations in the desirable experience of local food tourism. The element of intimacy indicates the type of relationship that people want in the desired experience of local food tourism. Among the identified elements related to the place: Nature landscape describes visual pleasure; fresh air describes olfactory pleasure; two elements of rain and animal sounds, specifically birds' voice, describe auditory delight; and three elements of rain, cold weather describe tactile pleasure in the desired experience of eating local food in tourism. The six elements of the local house are the table, the rain, the mountains, the forest, and the desert to describe the desirable experience of spending local food on tourism.ConclusionsDue to the climatic diversity of Iran and the diversity of local food culture in Iran, it is expected to identify a wide and scattered range of elements related to the desired experience of local food tourism. The results showed that despite the climatic diversity and regional food culture diversity in Iran, Iranians have very similar ideas about the desired experience of eating local food tourism. The potential to use local food in Creating a sustainable competitive advantage for tourism destinations should be considered by activists in the tourism industry, Due to the climatic diversity of Iran, diversity in the preparation of raw materials, variety in cooking local food in different parts of Iran, and the existence of relatively independent food cultures there.
Abdolhadi Darzian Azizi; niloufar hadianfar; Aliyeh Maleki
Abstract
Today the emergence of digital technologies has dramatically changed tourism industry. Among these modern technologies is Virtual Reality (VR). Nevertheless, VR technology has not been extremely used by tourist destinations in Iran, yet. So this study investigates Iranian attitude and behavioral intentions ...
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Today the emergence of digital technologies has dramatically changed tourism industry. Among these modern technologies is Virtual Reality (VR). Nevertheless, VR technology has not been extremely used by tourist destinations in Iran, yet. So this study investigates Iranian attitude and behavioral intentions toward adoption VR technology in tourism. The sample of the study totaled 260 visitors from three different destinations by VR technology. Online questionnaire and convenience sampling method were used to collect data research. The research hypotheses were tested using smart PLS3 software. this research is among the first studies investigated Iranian attitude toward using VR, The results can be beneficial for managers and marketers of tourism destinations and help them in utilizing this technology as an effective advertising and promotional marketing tool.
