Document Type : Research Paper
Authors
Abstract
A destination image is 'the expression of all objective knowledge, impressions, prejudice, imaginations and emotion thoughts an individual or group might have of a particular place'(Lawson, baud, 1977).This concept is of great importance in tourism context as it can determine tourist' preferences and influence their behavior during all trip stages from pre-travel steps to post-travel ones. On the other hand destination's built environment, architecture and buildings which are considered as the most significant cultural attractions, can affect the tourist destination image formation. This study examines the relationship between Iranian-Islamic architecture and European's post-visitors Image towards Iran. The aim of this paper is also to study the various aspects of this image via a model proposed by Echtner and Ritchie in 1993. To be more precise, the study has focused on the Safavid buildings of Isfahan, a well-known Iran's tourist destination. Results of the study indicate that Iranian- Islamic architecture had a significant effect on European tourist image. According to findings, Naghsh-e -Jahan Square and Sheik Lotfollah mosque are considered as the most remarkable and memorable places in European's functional perception. Responses show that most of the respondents have expressed their affective image of Iranian• Islamic architecture by the words which connote wonder, admiration and economic activities caused is essentially the nature of the services to be remembered as the industry after the oil industry and automobile industry as the third world to be known. Among the different fields of tourism, health tourism, and subsets of its capabilities and advantages due to their attention have doubled and growth acceleration, among other forms of tourism shows. Iran tourism development in this field as it should perhaps focus has not been the custodian institutions and consequently the level of business in the private collection of active and feet have not been successful. Negligible number of which deal with this matter of economic prosperity and business continuity are not entitled. Answer and explain why the development of medical tourism (as one of the most important part of health tourism) and the concept of learning to understand and prioritize the factors related to health tourism development topic and purpose of this article. To do this important first questionnaire consisted of 25 factors affecting the development of medical tourism, based on literature research and expert were set. The questionnaires for these 85 practitioners from the field of medical tourism that snowball method was identified were sent. Finally, prioritize each factor using the Friedman test as the results of a questionnaire were determined. The findings indicated that the view of practitioners medical tourism business, three factors "for Iran in the field Brand treatment", "full coordination with related institutions, health tourism" and "exist institution between the part of trustee and agency policy" were greatly priority first to third of Iran in the development of medical tourism are.
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