Amin Faal Jalali; maryam ghasemi; Mohsen Noghani Dokht Bahmani
Abstract
Cultural differences in rural areas have bestowed a unique identity on each region, transforming villages into valuable hubs for developing creative tourism. This study examines the creative tourism potential based on the seven UNESCO creativity domains in target tourism villages. The research employs ...
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Cultural differences in rural areas have bestowed a unique identity on each region, transforming villages into valuable hubs for developing creative tourism. This study examines the creative tourism potential based on the seven UNESCO creativity domains in target tourism villages. The research employs a descriptive method grounded in field studies. A total of 190 experts and tourism business owners from 16 target villages in Razavi Khorasan Province participated in completing the research instrument. Results indicate that Kriz excels in handicrafts, Bojhan in gastronomy, Mazinan in music and literature/art, Zafaraniyeh in media and photography, and Riab in design, each showing high potential. Overall, Mazinan ranks first across all creative activities assessed. Among the creativity domains, gastronomy/food emerges as the most attractive compared to others.
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.
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.
Hamed Fallah Tafti
Abstract
This research analyzes customer satisfaction in the hospitality industry using online reviews from TripAdvisor. Its goal is to uncover hidden patterns in customer feedback and provide evidence-based solutions to improve the guest experience. The study collected textual and numerical data using a web ...
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This research analyzes customer satisfaction in the hospitality industry using online reviews from TripAdvisor. Its goal is to uncover hidden patterns in customer feedback and provide evidence-based solutions to improve the guest experience. The study collected textual and numerical data using a web scraping technique. Then, it used a random forest regression model to identify the importance of various features. An analysis of 2,411 reviews showed that room quality and staff service are the most significant factors influencing customer satisfaction. The research also revealed that factors such as location and price have a notable impact. This study provides a comprehensive framework for understanding the drivers of customer satisfaction and emphasizes the need to focus on room quality and staff service to optimize the guest experience. This data-driven approach helps hotel managers effectively allocate resources and strengthen their competitive advantage.
Mohammad Bashokouh Ajirlou; issa Masoumi jenagard
Abstract
This study aims to identify emerging tourism types, key trends, and novel concepts related to the development of Iran's tourism market, particularly after the pandemic. The research adopts a qualitative, interpretive-inductive approach based on a systematic literature review covering the period from ...
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This study aims to identify emerging tourism types, key trends, and novel concepts related to the development of Iran's tourism market, particularly after the pandemic. The research adopts a qualitative, interpretive-inductive approach based on a systematic literature review covering the period from 2014 to 2025. Keyword searches were conducted in reputable databases such as Scopus and Web of Science, complemented by AI-based semantic searches. Out of 11,032 articles, after screening, 53 articles were selected using the SPAR-4-SLR scientific framework and coded thematically. Findings revealed that emerging tourism types include sustainable and environmental tourism, digital-smart tourism, health and medical tourism, cultural-religious tourism, experiential tourism, niche and thematic tourism, innovative community-based tourism, and geo-tourism. Important trends identified include digitalization, increased attention to health, domestic tourism, bleisure tourism, slow tourism, spiritual tourism, and co-creation. Accordingly, the development of Iran’s tourism market requires acceptance and adaptation to these emerging types and trends.
Fatemeh Mohammadi; Zahra Azani
Abstract
With the growth of digital technologies in the tourism industry, customer experience has become one of the key dimensions of successful digital services. This study aims to identify the factors influencing customers' digital experience in the tourism context using a meta-synthesis. This qualitative research ...
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With the growth of digital technologies in the tourism industry, customer experience has become one of the key dimensions of successful digital services. This study aims to identify the factors influencing customers' digital experience in the tourism context using a meta-synthesis. This qualitative research was conducted using a meta-synthesis approach. To perform the meta-synthesis, 870 articles were initially collected through a systematic review from reputable scientific indexing databases covering the period 2015–2025 for international studies . 27 articles were selected for the final analysis. The findings revealed six main categories in customers’ digital experience: digital system design and performance, digital interaction and human communication, personalization and unique experiences, emerging technologies and technological attractiveness, customer emotions and psychological states, and economic considerations and accessibility. Customer digital experience in the tourism industry is a multidimensional and interdisciplinary phenomenon shaped by the interaction of technology, human factors, emotions, and economic value.
Mojtaba Ershadian; karim zohrevandian; Zeinab Mondalizadeh
Abstract
This research aims to develop a qualitative model for branding Maranjab Desert as a supplementary tourism destination, emphasizing sports and recreational tourism. Given the emergent nature of combining concepts like destination branding, supplementary destination, and sports tourism, a qualitative research ...
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This research aims to develop a qualitative model for branding Maranjab Desert as a supplementary tourism destination, emphasizing sports and recreational tourism. Given the emergent nature of combining concepts like destination branding, supplementary destination, and sports tourism, a qualitative research methodology based on Grounded Theory, following the Strauss and Corbin approach, was employed. Data were collected and analyzed through in-depth interviews with 16 academic and executive experts to derive a novel theoretical framework from empirical data. The findings resulted in a comprehensive paradigmatic model comprising five clusters of factors: Causal Conditions (e.g., unique potential), Contextual Conditions (e.g., supportive regulations), Intervening Conditions (e.g., governmental policies), Strategies (e.g., establishing a unique identity), and Consequences (e.g., economic benefits and increased tourist flow). This developed model adds significant theoretical added value to the destination branding literature and provides an operational framework for managers seeking to enhance Maranjab Desert’s position within the national tourism ecosystem.
Mohammad taghi Nazari Alidash; Amin Faraji
Abstract
This study aims to explore the role of blockchain technology in personalizing guest experience in Tehran hotels. The research is applied in purpose and qualitative in nature, conducted through a meta-synthesis method based on Sandelowski and Barroso’s (2003) framework. A systematic search led to ...
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This study aims to explore the role of blockchain technology in personalizing guest experience in Tehran hotels. The research is applied in purpose and qualitative in nature, conducted through a meta-synthesis method based on Sandelowski and Barroso’s (2003) framework. A systematic search led to the selection of 62 articles out of 500 initial records. Additionally, 13 semi-structured interviews with hotel managers, blockchain experts, and tourism professionals were conducted using purposive sampling. The data were analyzed through thematic analysis following Braun and Clarke’s approach supported by NVivo. The results show that blockchain, through perceptual–emotional, technological, and structural–process dimensions, enhances trust, security, service efficiency, and alignment with individual preferences. Despite challenges such as high implementation costs and unclear regulations, gradual blockchain adoption can create personalized services and provide competitive advantages for Tehran hotels.
Mahla Rezaei; Esmaeil Ghaderi
Abstract
The aim of this study is to present a systematic model of the application of smart technologies in pilgrimage destinations. The research was conducted using a meta-synthesis method based on the Sandelowski and Barroso protocol. For this purpose, 18 peer-reviewed articles published between 2010 and 2025 ...
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The aim of this study is to present a systematic model of the application of smart technologies in pilgrimage destinations. The research was conducted using a meta-synthesis method based on the Sandelowski and Barroso protocol. For this purpose, 18 peer-reviewed articles published between 2010 and 2025 were selected from Scopus, Web of Science, and Google Scholar. The findings indicate that the application of smart technologies can be categorized into three levels: micro, meso, and macro. At the micro level, technology facilitates travel, personalizes experiences, and enhances pilgrim satisfaction, while potentially weakening spiritual aspects and individualizing pilgrimage practices. At the meso level, technology functions as an essential tool for crowd management, safety enhancement, and service improvement. At the macro level, it can support economic development, equitable access, and transnational interactions, but may also alter the essence of pilgrimage and diminish its spiritual dimensions.
Abbas Nazari; Mehdi Karoubi; Esmaeil Ghaderi
Abstract
The present study was conducted with the aim of proposing a model for designing war tourism accommodation centers with an emphasis on the values of the Sacred Defense. This research is applied in terms of purpose and qualitative with an exploratory approach. Data were collected and analyzed using thematic ...
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The present study was conducted with the aim of proposing a model for designing war tourism accommodation centers with an emphasis on the values of the Sacred Defense. This research is applied in terms of purpose and qualitative with an exploratory approach. Data were collected and analyzed using thematic analysis. The participant group included experts and experienced individuals in the field of war tourism, relevant managers, university professors active in this area, war-tour guides, and narrators of war memorial sites. A total of 18 participants were selected through purposeful sampling, and interviews continued until theoretical saturation was reached. T The findings identified five main categories influencing the development of war tourism accommodation centers based on the values of the Sacred Defense: infrastructural factors, managerial factors, value-based factors, education and awareness-raising, and environmental factors.
Yazdan Shirmohammadi; Zeinab Hashemi Baghi
Abstract
This research was conducted with the aim of identifying the effective factors in the digital tourism industry based on Jung's archetypes using qualitative and quantitative methods. In the first step, a systematic review of previous literature was conducted using the bibliometric method using VOSviewer ...
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This research was conducted with the aim of identifying the effective factors in the digital tourism industry based on Jung's archetypes using qualitative and quantitative methods. In the first step, a systematic review of previous literature was conducted using the bibliometric method using VOSviewer software and the R programming language. In this step, four clusters were identified. Cluster 1: Mental engagement, authenticity, and customer experience in the era of digital tourism, Cluster 2: Destination image and tourism experience on visitor loyalty, and Cluster 3: Virtual reality, augmented reality, and metaverse in tourism experience. The results of the analyses showed that the variables of symbolic codes and multisensory experience of the digital brand had the highest level of influence, capacity for influence, and centrality index. In contrast, the variables of tourist involvement and destination loyalty showed the lowest level of influence, capacity for influence, and centrality index.
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