Marzieh Moradi; Abolhasan Hosseini; Mohammad Safari
Abstract
This study aims to systematically analyze customer journey models in digital tourism using the conceptual approach of the “Paradigm Funnel.” This framework distinguishes between different levels of knowledge, from empirical data to fundamental concepts. Based on Boland et al.’s (2013) ...
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This study aims to systematically analyze customer journey models in digital tourism using the conceptual approach of the “Paradigm Funnel.” This framework distinguishes between different levels of knowledge, from empirical data to fundamental concepts. Based on Boland et al.’s (2013) systematic review method, 12 academic articles were selected and analyzed across four levels: empirical observations, analytical methods, specific theories, and core assumptions. The findings show a dominant focus on empirical data and methods, with limited attention to theoretical foundations. The lack of independent review studies underscores the need for more comprehensive research. Digital technologies and online interactions play a key role in shaping customer decision-making models and offer opportunities for future studies in areas such as artificial intelligence, augmented reality, and big data. By identifying research gaps and proposing future directions, this study contributes to the development of digital marketing strategies and the design of enhanced customer experiences in tourism.
Davood Jamini; Farhad Javan; Ramin Atashbahar
Abstract
The main goal of the present research is to conduct an applied study on the use of machine learning algorithms as a subset of artificial intelligence and to compare their performance in locating eco-camps for tourism, which was conducted as a case study in the Shamshir tourism sample area. In order to ...
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The main goal of the present research is to conduct an applied study on the use of machine learning algorithms as a subset of artificial intelligence and to compare their performance in locating eco-camps for tourism, which was conducted as a case study in the Shamshir tourism sample area. In order to achieve the main goal of the research, ten criteria (altitude, slope, slope direction, distance from the fault, angle of solar radiation, distance from the waste landfill, land use, distance from the river, distance from the road, and distance from the village and facilities) were used. The required data was extracted from various sources such as satellite images, OSM site, and digital elevation models, and initial data processing was performed in Arc GIS Pro software. Two algorithms, RF and GTB, and GIS software were used to analyze the data. The overall results of the research indicate the remarkable accuracy.
fatemeh azizi
Abstract
With the increasing elderly population, focusing on health-related aspects of tourism has become essential. This study aimed to analyze the knowledge structure of senior tourism with an emphasis on health components, using a mixed quantitative–qualitative approach through bibliometric analysis ...
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With the increasing elderly population, focusing on health-related aspects of tourism has become essential. This study aimed to analyze the knowledge structure of senior tourism with an emphasis on health components, using a mixed quantitative–qualitative approach through bibliometric analysis and Total Interpretive Structural Modeling (TISM). Based on 270 Scopus-indexed articles (1979–2024), the quantitative phase employed co-citation and keyword co-occurrence analyses to identify key concepts and trends, while the qualitative phase modeled causal relationships. Results revealed three main conceptual clusters: mobility, green spaces, and health crises, alongside a shift in research focus toward mental health, medical tourism, and digital interaction. The conceptual model highlighted the central role of senior and medical tourism, through subjective well-being and quality of life, in promoting active aging. These findings provide a foundation for developing health-oriented policies and effective tourism interventions aimed at enhancing elderly well-being.
seyedali naghavi; ghasem zarei; Mohammad Bashokouh Ajirlou; Naser Seifollahi
Abstract
The present study was conducted with the aim of presenting an innovative and forward-looking model to explain and predict the role of Phygital Marketing in the development of shopping tourism in Iran's free zones. The present research method was mixed, applied, and descriptive-analytical. In the qualitative ...
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The present study was conducted with the aim of presenting an innovative and forward-looking model to explain and predict the role of Phygital Marketing in the development of shopping tourism in Iran's free zones. The present research method was mixed, applied, and descriptive-analytical. In the qualitative part, the main and subthemes of shopping tourism development were collected through semi-structured interviews with university professors, managers, and experts in free zones using the snowball method and examined with content analysis. In the quantitative part, a questionnaire was distributed among experts using the judgmental method. The factors identified were prioritized using the Fuzzy Delphi, scenarios were developed using the Taguchi experimental design, and finally the desired scenario was simulated using system dynamics modeling and factor-based modeling. The simulation results showed that by applying the desired scenario, the rate of shopping tourism development in Iran's free zones will increase by 86 percent.
Ghazaleh Soltani; ameneh khadivar; neda paravian
Abstract
With the expansion of the internet and the emergence of social media, airlines are increasingly using these platforms to engage with customers. Twitter, as one of the most popular microblogging platforms, plays a key role in communication between airlines and passengers. This study aims to analyze sentiments ...
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With the expansion of the internet and the emergence of social media, airlines are increasingly using these platforms to engage with customers. Twitter, as one of the most popular microblogging platforms, plays a key role in communication between airlines and passengers. This study aims to analyze sentiments and topics related to Iranian airlines on Twitter, based on 2,876 English tweets collected between April 2008 and March 2024 using Playwright. After preprocessing and interpreting 230 emojis with artificial intelligence, sentiment labeling was performed using both lexicon-based and machine learning approaches (RoBERTa model). Among the five evaluated algorithms, logistic regression with the lexicon-based method achieved the best performance, with an F-score of 0/81. Incorporating emoji information significantly improved model accuracy. Topic modeling with LDA revealed that “safety” was the primary concern of users. These findings can contribute to optimizing the communication and service strategies of Iranian airlines.
Mahdi Bashirpour
Abstract
Destination brand image is crucial for attracting and retaining tourists, particularly in religious destinations. This study explores pilgrims’ mental associations with Mashhad, a key pilgrimage city in Iran and the Islamic world, using a qualitative free-association approach. Findings reveal a ...
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Destination brand image is crucial for attracting and retaining tourists, particularly in religious destinations. This study explores pilgrims’ mental associations with Mashhad, a key pilgrimage city in Iran and the Islamic world, using a qualitative free-association approach. Findings reveal a multi-layered brand image comprising two main dimensions: first one is spiritual-emotional—tranquility, spirituality, religious identity, pilgrimage experience; and second one is service-cognitive—infrastructure, transportation, accommodation, urban services, and crowd management. Spiritual associations enhance emotional bonds and loyalty, while service deficiencies negatively affect overall experience and brand perception. The study underscores the need for integrated brand management addressing both dimensions and offers a framework for branding religious destinations, providing practical guidance for policymakers and tourism managers to improve pilgrim experiences and strengthen Mashhad’s international positioning.
yavar babaei; Shiva Khajeyi
Abstract
This study investigated the role of social responsibility on the green behavior of hotel employees among 4 and 5 star hotels in Tabriz. The research approach is based on positivism and has been conducted quantitatively. The statistical population of the study is managers and employees of 4 and 5 star ...
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This study investigated the role of social responsibility on the green behavior of hotel employees among 4 and 5 star hotels in Tabriz. The research approach is based on positivism and has been conducted quantitatively. The statistical population of the study is managers and employees of 4 and 5 star hotels in Tabriz, of which 216 people were selected as samples using cluster sampling. A standard questionnaire was used to collect data, and the structural equation modeling and Amos software were used to analyze the research data. The results of the study showed that social responsibility and environmental concern of employees are effective on their green behavior. However, the effect of supporting sustainable tourism on green behavior was not confirmed. Another result of the study is the significant effect of social responsibility and environmental concern on supporting sustainable tourism.
Mehrshad Ghanbari Hossein Abadi; mohsen moslehi; Reza Nasr Esfahani; Mohammad Ali Rajaei Rizi
Abstract
The potential of spiritual events in international tourism and regenerative tourism motivated this study, aiming to inform developmental planning through the analysis of tourists’ lived experiences. Using a qualitative approach, data were collected via in-depth interviews with 28 purposively selected ...
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The potential of spiritual events in international tourism and regenerative tourism motivated this study, aiming to inform developmental planning through the analysis of tourists’ lived experiences. Using a qualitative approach, data were collected via in-depth interviews with 28 purposively selected participants who had directly experienced spiritual events. Analysis followed Colaizzi’s seven-step phenomenological method, resulting in 57 statements across five main dimensions and the development of a conceptual model. The model, consistent with regenerative tourism principles, highlights the centrality of narration, participation, and experience. It functions as a feedback cycle in which positive outcomes of lived experience reinforce attraction and experience transfer, fostering the dynamism, renewal, and continuous regeneration of experiences within spiritual events. This framework provides a practical foundation for planners and policymakers to enhance both individual and collective benefits while supporting sustainable and transformative development in spiritual tourism.
saeed bakhshi; Nader Naderi
Abstract
This study aims to investigate the impact of social entrepreneurship on the development of sustainable tourism. Methodologically, the research is descriptive and survey-based, and from an applied perspective, it is categorized as practical research. The study population comprised 360 experts from the ...
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This study aims to investigate the impact of social entrepreneurship on the development of sustainable tourism. Methodologically, the research is descriptive and survey-based, and from an applied perspective, it is categorized as practical research. The study population comprised 360 experts from the administrative departments of Harsin County and employees of tourism service units with lived experience in the region. Among them, 186 participants were selected using proportionate stratified random sampling, and data were collected through a standardized questionnaire. The questionnaire’s validity and reliability were confirmed by experts in the field, and its reliability was further assessed using Cronbach’s alpha and confirmatory factor analysis. Out of the distributed questionnaires, 176 were completed and subsequently analyzed using structural equation modeling. The findings indicate a positive and significant effect of social entrepreneurship dimensions on sustainable tourism development. Specifically, social passion plays a pivotal role in promoting tourism development.
mohammad mohammadipoor; Gholamreza Kazemian; Hossein Aslipour; Esmaeil Ghaderi
Abstract
Despite extensive research in the field of tourism governance and implementation, identifying knowledge gaps in this area seems essential to better guide future research. In this regard, the existing knowledge has been analyzed from the perspective of four main dimensions: who (actors), why (logic), ...
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Despite extensive research in the field of tourism governance and implementation, identifying knowledge gaps in this area seems essential to better guide future research. In this regard, the existing knowledge has been analyzed from the perspective of four main dimensions: who (actors), why (logic), what (objectives), and how (tools and modes). Findings reveal that government and private actors dominate, while public, NGO, and professional actors play complementary roles. Governance logic has shifted from economic approaches to interaction and sustainability, aiming for sustainable development. Key tools include participatory, economic, and structural mechanisms, supported by cultural and legal tools, enhancing coordination and infrastructure. The participatory governance mode, emphasizing integrated and legal management, fosters sustainability and coherence. The discursive institutionalism framework is highlighted as a valuable approach for addressing knowledge gaps, driving innovation, promoting sustainability, and understanding discourse impacts on tourism governance.
maryam seyednazari; Hossein Kuhestani; Fatemeh Kazemiyeh; Ghader Dashti
Abstract
This study aims to identify and explain the implementation stages of rural tourism marketing in Iran. Given the importance of tourism in improving rural economic and social conditions, the research offers a practical framework to enhance marketing processes. An exploratory mixed-method approach was employed. ...
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This study aims to identify and explain the implementation stages of rural tourism marketing in Iran. Given the importance of tourism in improving rural economic and social conditions, the research offers a practical framework to enhance marketing processes. An exploratory mixed-method approach was employed. In the first phase, 25 semi-structured interviews with tourism experts were conducted and analyzed using qualitative content analysis via MAXQDA. In the second phase, the fuzzy Delphi method was used with 10 selected experts completing a closed-ended questionnaire. Data were analyzed through triangular fuzzy numbers and defuzzification. Results showed that rural tourism marketing involves 44 sub-codes and 10 main categories. The highest expert agreement was on “establishing a national credit line for domestic and international market development,” highlighting the importance of financial support. The lowest agreement was on “identifying leading villagers and traders. Findings stress the need for a structured, phased strategy and enhanced stakeholder collaboration.
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