Davood Kia Kojori; Seyyed Mohammad Mirtaghiyan Roudsary
Volume 8, Issue 23 , November 2013, , Pages 97-129
Abstract
Travel for Treatment and Recovery is one of the most important of tourism objectives. Preventive tourism is one of the branches of health tourism, which in it, traveling is done so that it can use for natural resources with porpuse on it that it can prevent physical and mental problems. This study, is ...
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Travel for Treatment and Recovery is one of the most important of tourism objectives. Preventive tourism is one of the branches of health tourism, which in it, traveling is done so that it can use for natural resources with porpuse on it that it can prevent physical and mental problems. This study, is formed by based on strategic planning process and offering techniques, with the main porpuse of identifying and Prioritizing of appropriate strategies of Ramsar’s minral water springs.this study is applied, based on conclusion and it is descriptive-case, terms of nature of study and it is non- experimental- survey according to feature of study of Experimental and non-experimental. Implement of collection of data, had been questionaires with reliability coefficient 0.8 and statistical society of this study, constituted of a total of 45 from experts, officials and local experts in the tourism field of Ramsar. To determine the sample size, because of statistic, all of the statistical society, those are 45 people; they are used for a sample. Result of internal factors evaluation(IFE) matrix (3.62) and External factors evaluation(EFE) matrix (3.51), was outcome and with using SWOT, were determined the four strategies and using Internal External(IE) matrix were determined strategic location of Ramsar mineral water springs tourism. The results of the study imply that, by reason of the internal external matrix situation, aggressive- development strategy is the most appropriate of practices and performance effective management, and also, Were presented aggressive- development strategy in the form of Conclusions and practical suggestions by the use of a quantitative matrix of strategic planning (QSPM), that can be improve aggressive position of the Ramsar spas tourism.
Azadeh Kazeminia
Abstract
The present study investigates the influence of self-congruity and functional congruity in determining attitudes toward tourists, intention to do sustainable tourism and willingness to pay a premium for such offerings. To examine the hypotheses, a convenient sample of 300 students in Isfahan Province ...
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The present study investigates the influence of self-congruity and functional congruity in determining attitudes toward tourists, intention to do sustainable tourism and willingness to pay a premium for such offerings. To examine the hypotheses, a convenient sample of 300 students in Isfahan Province was surveyed. Data analysis was done using Structural Equation Modeling and the results indicating the self-congruity (including actual and ideal congruity as well as functional congruity) strong positive effect on attitude toward sustainable tourism. Furthermore, functional congruity and image congruity have a positive and strong effect on attitudes of sustainable tourism and subsequently, the attitude affects the willingness toward sustainable tourism. The results also indicate that the influence of functional congruity is stronger than image and Ideal image congruity plays more important role than actual image congruity, as well. Ultimately Managerial implications of results have been discussed and avenues for future research have been presented
Manijeh Haghighinasab; Azam Mir Soleimani; Payvand MirzaeianKhamseh
Abstract
Introduction
In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having great potential. In the Development Vision ...
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Introduction
In the modern world, a brand is a robust tool for differentiation, which is an important marketing strategy (Beritelli & Laesser, 2018). Statistics show that Iran has not yet been able to acquire a fair share of national income despite having great potential. In the Development Vision Document, Iran is ranked 89th in the world and 12th among the regional countries and is still far from its tourism goals (Travel and Tourism Competitiveness Reports, 2019). Thus, concerning the economic, social, and cultural conditions of Iran and its tourism potentialities, it is necessary to address the topic in order to enhance social employment, raise currency circulation, develop transportation, help with the realization of the development vision goals, and attract domestic and foreign investors. It can also pave the way for increasing international interactions and exchanges, helping Iran to become more influential in branding of other products and services—regarding the brand effect of the producer city—and to attain sustainable development. Therefore, the main question of the current research is as follows: What is the model of brand promotion for Fars Province as a tourist destination?
Materials and Methods
The methodology of the current research generally follows the onion model. The primary purpose of this study was to design and validate a model of brand promotion for Fars Province as a tourist destination. The research is characterized by the philosophical foundation of pragmatism, fundamental–applied orientation, and exploratory sequential mixed methods design. Concerning the qualitative aspect, the study used theoretical sampling, in-depth interviews, and the grounded theory approach. Concerning the quantitative aspect, the research employed the stratified random sampling method as well as the structural equations modeling using LISREL 8.8. Software. Based on the grounded theory approach, the in-depth interviews were conducted with 10 practitioners of the tourism industry. The collected data was then analyzed through the MAXQDA Software. Having identified 222 initial concepts under six main categories and 113 subcategories, the study went on to design the final paradigm model. In the quantitative phase of the study, 359 questionnaires extracted from the paradigm model were administered among the practitioners in order to validate the model. The results were tested by the structural equation modeling method using LISREL 8.8. Software.
Results and Discussion
Branding is recognized as a strategic approach to using tourism potentialities and promoting a tourist destination so that it can bring about the advantage of sustainable development. Using a mixed methods approach, this article intended to design and validate a brand promotion model for Fars Province as a tourist destination. Having confirmed the first hypothesis, the results showed the brand promotion for Fars Province is influenced by the causal factors, including the tourism potentialities in the province, the need for creating a sustainable competitive advantage for the province, and efforts made for enhancing the economic growth. The second hypothesis confirmed that the contextual factors (i.e., the available resources and facilities, social and cultural conditions, institutional and administrative security, and structures) have an impact on the formulation of an inclusive strategic tourism plan by the tourism practitioners. To explain the third hypothesis and draw conclusions, the study revealed that the brand promotion for Fars province, including awareness of the tourist destination brand and brand equity of Fars Province, significantly affects the strategy adopted by the tourism practitioners in formulating an inclusive strategic tourism plan. Hence, tourism administrators should focus on macro tourism policies and the potentialities and resources of Fars Province in order to determine the relevant tourism goals and select the target tourism market at the provincial level. The confirmation of the fourth hypothesis shows that the intervening factors (regional, global, political, economic, and infrastructural conditions, as well as managerial weaknesses) positively affect the adoption of strategies which promote tourist destination brands. Finally, the fifth hypothesis illuminates that any strategy for formulating an inclusive strategic tourism plan positively affects the consequences of its application (i.e., sustainable development). Thus, in addition to policymakers, the issue requires the consideration of tourism practitioners in the private sector, such as travel agencies, hoteliers, and educational centers. The activities and steps which can be influential in applying the inclusive strategic tourism plan are the alignment of tourism practitioners’ activities in the private sector with the national inclusive and strategic plan, identification of the target market and presentation of services commensurate with this market, and active participation in the local society to motivate and empower its residents.
Saeid Saeida Ardakani
Abstract
With its ever-increasing significance, corporate social responsibility is becoming a main topic in hotel industry. A reason is that corporate social responsibility affects customer loyalty. Hence, corresponding allocation of resources is not regarded as a cost here; rather, it is an investment towards ...
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With its ever-increasing significance, corporate social responsibility is becoming a main topic in hotel industry. A reason is that corporate social responsibility affects customer loyalty. Hence, corresponding allocation of resources is not regarded as a cost here; rather, it is an investment towards improved status of competitive advantages. The present paper aims to investigate the influence of corporate social responsibility on customer loyalty with regard to the roles of customer trust and satisfaction as mediators. A Questionnaire was used to gather the data. For this purpose, 106 questionnaires were distributed among costumers of 3-star and 4-star hotels in Yazd. Content validity, convergent and divergent validity, and reliability of the questionnaire were approved by experts’ comments, PLS method, Cronbach’s Alpha and composite reliability, respectively. The survey is descriptive in terms of purpose and the method is metrical. Data were analyzed by PLS and SPSS using a Partial-Least-Squares modeling of structural equations. Results showed that corporate social responsibility has significant and positive influences on customer trust and satisfaction. Customer trust has significant and positive influences on customer satisfaction and loyalty, and customer satisfaction has a significant and positive influences on customer loyalty
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