Volume 16, Issue 54 , June 2021
Mehdi Yazdanshenas
Abstract
IntroductionCorporate social responsibility (CSR) includes the activities that a business conducts to affect society and/or the environment positively. Some scholars have pointed out the need for additional research regarding the additional potential positive social-based outcomes of CSR in the hospitality ...
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IntroductionCorporate social responsibility (CSR) includes the activities that a business conducts to affect society and/or the environment positively. Some scholars have pointed out the need for additional research regarding the additional potential positive social-based outcomes of CSR in the hospitality industry. Furthermore, management scholars argue that the interaction between the individual and organizational identification is iterative, whereas the individual's identity becomes intertwined with that of the organization. Also, the successful operation of a company is highly dependent on the attitudes and behavior of its staff. An important staff attitude for the success of a business is job involvement, which refers to the psychological bonds or personal identification that employees perceive regarding their jobs. Job involvement is considered one of the key factors affecting the quality of both individual and organizational outcomes. On the other hand, perceived organizational support refers to the employees’ overall beliefs about whether their organizations are ready to reward them for enhanced performance and care for their socio-emotional needs. Perceived organizational support also acts as an assurance that the organization will provide aid when needed. Thus, the purpose of this study was to investigate the effect of corporate social efforts on identification and involvement of hotels’ employees with the moderating role of organizational suppor.Materials and MethodsThis research was a descriptive and applied survey that all of the 5 star hotels of Tehran consisted of its statistical population, and 384 employees were selected for the research sample according to convenient sampling. Research data were collected using questionnaires: Park and Levy (2014)’s corporate social responsibility questionnaire, Meal and Tetrick (1992)’s identification questionnaire, Kanungo (1982)’s job involvement questionnaire, and Eisenberger et al. (1986)’s perceived organizational support questionnaire, and were analyzed according to structural equation modeling.Discussion and ResultsFindings show the positive effect of corporate social responsibility efforts on the identification and involvement of hotel employees. Also, data analysis confirmed that perceived organizational support positively moderates the relationship between corporate social responsibility and employees` identification and job involvement. Also, descriptive analysis of the main variables of the research, i.e., corporate social responsibility, job involvement, identification, and perceived organizational support, shows that the mentioned variables were at a higher level in the organizations studied in the present study average.ConclusionsIt can be said that corporate social responsibility efforts have considerable effects on the main work attitudes of hotels’ employees, especially on their identification and involvement. In addition, with the increasing of perceived organizational support, these effects can be increased as well. Future researchers are encouraged to study the consequences and effects of corporate social responsibility in other organizations active in the tourism industry. At the same time, by considering the role of demographic variables, more accurate classification of the impact of organizational social responsibility on the attitudes of hotel employees can be achieved. On the other hand, in addition to employee identification and job involvement, the effects of organizational social responsibility on different work attitudes such as organizational commitment and job satisfaction can be studied. In addition, there are other variables such as support of supervisors and colleagues, organizational trust, and group dynamics that can moderate the impact of organizational social responsibility on work attitudes in addition to perceiving organizational support.
Hamid Shayan; hamdolah sojasi; fahimeh jafari
Abstract
The purpose of this study is to analyze the level of responsibility of tourism entrepreneurs in 6 tourist villages of Binalood city of Khorasan Razavi province. The present research is applied and the method of doing it is descriptive-analytical. The statistical population of the study is the tourist ...
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The purpose of this study is to analyze the level of responsibility of tourism entrepreneurs in 6 tourist villages of Binalood city of Khorasan Razavi province. The present research is applied and the method of doing it is descriptive-analytical. The statistical population of the study is the tourist destination villages of Binalood city that have the highest volume of tourists and entrepreneurial activities. The sample size is based on statistics obtained from the city's Department of Industry and Mines, Cultural Heritage and Tourism Organization of Khorasan Razavi Province and in consultation with village managers, owners of 196 entrepreneurial businesses in the field of restaurants, teahouses and resorts. The data extracted from the researcher-made questionnaire were analyzed using statistical analysis methods in SPSS software. The results of Friedman test showed that the humanitarian index has the highest and the economic index has the lowest average rank from the respondents' point of view. On the other hand, high chi-square coefficient shows a significant difference between the indicators. The results of Kruskal-Wallis test show the highest level of social responsibility of tourism entrepreneurs in Abreh and Jagharq and the lowest level in Zashk. In terms of moral index, there is no significant difference between villages, but in other indicators (legal, humanitarian, economic, environmental) the level of responsibility of tourism entrepreneurs in the studied villages is different. IntroductionIn recent years, the tourism-oriented villages of Mashhad-Torqabeh Shandiz, due to its pristine and beautiful nature and many natural tourist attractions, has become a space for creating and developing entrepreneurial activities in rural tourism, and is increasingly witnessing activities related to We are. Therefore, due to the great importance of the responsibility of tourism entrepreneurs in reducing the negative effects and increasing the positive effects of rural tourism, it is necessary to examine their level of responsibility. Therefore, the purpose of this study is to investigate the level of social responsibility of tourism entrepreneurs. Accordingly, the present study seeks to answer the following questions: 1- What is the status of social responsibility of tourism entrepreneurs? 2- Is there a difference between the dimensions of social responsibility of tourism entrepreneurs or not?Materials and MethodsThe present study is descriptive-analytical. Indicators have been studied in three areas of entrepreneurship social responsibility towards the environment, tourists (guests) and local community (host). The analysis unit in this study is tourism entrepreneurs who have engaged in economic activities in the study villages. To examine the responsibility of tourism entrepreneurs, villages were selected that offer more amenities and services such as restaurants, teahouses and resorts. For this reason, the villages of Jagharq, Abreh Olya, Hesar Sorkh, Kong, Zashk and Naghandar were selected as the study population. The sample size was 196 owners of restaurants, teahouses and resorts. The validity of the questionnaire was assessed by 8 university professors and its reliability was assessed based on Cronbach's alpha coefficient. Alpha coefficients, in all dimensions higher than 0.5, indicate the validity and internal consistency of the research structures. In order to analyze the collected data according to the objectives of the research, SPSS software was used. In the data analysis section, due to the non-normality of the data, non-parametric Friedman and Kruskal-Wallis tests were used.Discussion and ResultsAccording to the results, the responsibility of entrepreneurs varies both in scale and in the destination villages. Tourism entrepreneurs in the humanitarian and legal dimensions have the highest level of social responsibility and the lowest level of responsibility related to the economic and then environmental dimension. The most important issue is that tourism entrepreneurs have not been able to create many job opportunities for Indigenous people, and due to gender orientation, fewer women have been used in the business environment. In the environmental dimension, entrepreneurs have less commitment to the use of recyclable items, as a result of their activities have caused pollution in the environment. The level of responsibility of tourism entrepreneurs towards the local community, tourists, environment showed that the highest level of responsibility of tourism entrepreneurs towards tourists. Because the goal of all tourism entrepreneurs and business owners is to make more profit. The results also showed the lowest level of responsibility of tourism entrepreneurs towards the environment. According to the results, the social responsibility of tourism entrepreneurs in Abardeh and then Jagharq villages is higher than other villages, and in Zashk village, the level of responsibility of tourism entrepreneurs is lower than other villages. The conclusion indicates that more entrepreneurship and tourism businesses have been created in the villages of Abreh and Jaghargh along these villages, and also from a better geographical location than other villages of Abreh and Jagherq with more tourists and entrepreneurship, and as a result the responsibility of tourism entrepreneurs. And business owners to attract tourists and their satisfaction is more, but the village of Zashk at the end of the Mashhad-Torqabeh Shandiz tourism axis has fewer tourists and more has the second houses of urban dwellers.ConclusionsAccountability studies have shown that entrepreneurs can be successful in their business if they take responsibility for everyone (environment, community and customers). Accordingly, it is necessary for tourism entrepreneurs to act more responsibly to improve the performance of their business and to include social responsibility in their business, and the good performance of tourism entrepreneurs is a reflection of their observance of this principle. Tourism entrepreneurship is sustainable when it satisfies the local community and tourists and does the least damage to the environment.
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.
Saied Saieda Ardakani; Amirreza konjkav monfared; Farzaneh Zarabkhaneh
Abstract
Tourists' experience of a tourism destination brand is the basis of many of their behavioral consequences. Therefore, in the present study, the effect of tourism destination brand experience on tourist citizenship behaviors with Emphasis on the role of three variables: passion, commitment, and attitude ...
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Tourists' experience of a tourism destination brand is the basis of many of their behavioral consequences. Therefore, in the present study, the effect of tourism destination brand experience on tourist citizenship behaviors with Emphasis on the role of three variables: passion, commitment, and attitude of tourism destination brand has been investigated. The present research is applied in terms of purpose and descriptive-survey in terms of research method. The statistical population of this study was domestic tourists in Isfahan, from which 182 people were selected as a sample, and the necessary data were collected through the distribution of questionnaires. The results of data analysis using P.L.S. software have shown that the experience of the tourism destination brand has a positive and significant effect on the enthusiasm, attitude, and commitment of the tourism destination brand. The results also show that the commitment and attitude of the tourism destination brand have a direct and significant effect on the citizenship behavior of the tourism destination brand, while the brand enthusiasm has a direct impact on the citizenship behavior of tourists both directly and through the commitment and attitude of the tourism destination brand. In addition, the results showed that the enthusiasm of the tourism destination brand had the greatest impact on the citizenship behavior of tourists compared to the other two variables
Mohammadjavad Abbasi; Jilla Sajjadi; Ali Abdollahi
Abstract
Abstract Introduction The existence of appropriate tourism facilities and services and the high quality of tourism infrastructure and services certainly affect the demand for tourist attractions. Therefore, Tarom township is located in the north of Zanjan province; In the land management plan of Zanjan ...
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Abstract Introduction The existence of appropriate tourism facilities and services and the high quality of tourism infrastructure and services certainly affect the demand for tourist attractions. Therefore, Tarom township is located in the north of Zanjan province; In the land management plan of Zanjan province, it has been proposed as a "privileged regional tourism axis." However, with the construction and operation of a new road along the route of this tourism axis, Great changes have taken place in the establishment of transportation connections and the entry of tourists to this area. Therefore; this study aimed to investigate the role of strengthening transportation infrastructure(road construction) and its impact on the development of tourism activities in the study area. Also, Seek answers the following questions: - Is there a significant relationship between the construction of Zanjan-Tahm-Chavarzeq road and the sustainable development of tourism in the study area?- Which dimension and Component of tourism development have received the most impact from the construction of Zanjan-Taham-Chavarzeq road? Materials and Methods The present research is of an applied type. The statistical population of the present study is the tourist settlements of Shit-Walidar and Shirinsoo tourist areas in Tarom city. By purposive non-probability sampling method, 277 households were selected for sampling. The method of collecting field-library information and analyzing the data using inferential statistics such as the Wilcoxon test, T is a single sample in SPSS software. Representation and mapping of spatial flows of tourism in the study area have been done using UCINET software, and structural equation modeling (SEM) is in AMOS software. Discussion and Results The investment situation for launching tourism-related activities was 28.46%. The training courses' status in connection with tourism activities indicates that about 28% of the training courses were directly related to tourism activities, and 72% of the training were non-tourism related. Therefore, the flow of tourists entering the study area from the city of Zanjan is stronger, but the flow of Rasht and Khalkhal is weaker. Investigating the effects and consequences of the construction of Zanjan-Tahm-Chavarzeq road on tourism development indicators in the studied areas (local communities' point of view) with non-parametric Wilcoxon test; Shows that the construction of this road has the most significant difference in the components of improving job opportunities in tourism activities, respectively, Component of increasing the number of passengers and tourists, Component of reducing migration of local communities, Improving infrastructure. The road has had tourism facilities and services. Still, investment in tourism development has the least significant difference in the period before and after the construction of Zanjan-Tahm-Chavarzeq road. Also; To investigate the contribution of the effective factors of the consequences of the construction of Zanjan-Tahm-Chavarzeq road in the sustainable development of tourism from the perspective of local communities, structural modeling of second-order factor analysis was used. The development of tourism under the influence of 4 hidden factors (economic, socio-cultural, environmental, and physical) has been studied. It shows the effects of tourism development in the physical dimensions 97, Economic 96, Environment 94, and socio-cultural 79 percent. Conclusions The research findings show that before the construction of Zanjan-Tahm-Chavarzeq road, the study area was isolated in terms of communication and especially with the center of the province. Therefore, the construction and operation of the new Zanjan-Taham-Abbar road, while reducing the distance and time interval of access to Zanjan, has left numerous socio-economic effects on tourism development in the study area. Also, the main indicators of model fit show that the research data, Conceptual model of research in terms of the effectiveness of strengthening the transport infrastructure in tourism's sustainable development, has given a meaningful explanation. However, the transport network infrastructure position is still not suitable, and they have weaknesses and shortcomings.
Ommolbanin Rezakhani; Zahra Nadalipour; Mina Hosseini
Abstract
Anti-competitive practices in the tourism market can be examined from two perspectives of marketing and competition law. Despite the importance of the issue, little attention has been paid to it, and only a few relevant studies have been conducted in Iran. The present study examines the anti-competitive ...
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Anti-competitive practices in the tourism market can be examined from two perspectives of marketing and competition law. Despite the importance of the issue, little attention has been paid to it, and only a few relevant studies have been conducted in Iran. The present study examines the anti-competitive practices in the travel and tourism services market in Iran and particularly among Tehran's travel agencies. To conduct this research, a semi-structured interview method, one of the important qualitative research tools, has been used. The statistical population of the research includes managers and experts in the field of tourism services and experts in the field of competition and competition law. By using the interpretive analysis method, the content of interviews has been reviewed and analyzed. According to the objectives of the research and coding process, the components were extracted and explained. The results indicate that there are instances of unilateral and multilateral anti-competitive practices in the market under study. The intensity of these procedures varies depending on being a retailer or wholesaler. Finally, several recommendations have been made. IntroductionIn the past, for various reasons, including increased demand for supply and limited competition in various fields, the demands and needs of customers were not paid much attention, and people were forced to choose and receive the goods and services they need with any quality. However, today, due to the increased number of suppliers and customers and the formation of competition of production and service organizations to survive and increase profitability and market share, it is forced to provide more diverse goods and services. In this regard, competition was formed among suppliers to provide better quality goods or services. Researchers believe that high quality and customer satisfaction levels lead to customer loyalty; this is especially true in the service industry (Hossain and Leo, 2009). Large tour operators and travel agencies are among the main players of the travel distribution system. Large tour operators can take away the tourism market from their neighbors by forcing them to sign exclusive agreements. Thus, smaller agencies face serious barriers to entering the market and do not have the power to establish a new agency and are forced to exit the market (Papatheodoro, 2003). For shaping fair competition in the tourism industry, regulatory tools are needed, and competition law can take the market situation out of Monopoly by creating conditions for fair competition. The Competition Law sub-section deals with anti-competitive practices, including unilateral and collective agreements (vertical and horizontal agreements) and disruptive mergers, each of which is an example of behavior that causes. They disrupt market competition. Competition to improve service quality is generally recognized as a key strategic issue for organizations operating in the service sector. Organizations that achieve a higher level of service quality will have higher levels of customer satisfaction as a prelude to achieving a sustainable competitive advantage (Guo et al., 2008). Today, Iran's tourism industry, like other industries, needs competition to increase quality and efficiency. Therefore, the main question of the present study is to what extent the issue of competition has been formed healthily and fairly among the existing tourism businesses? And if there are anti-competitive forces and procedures in the tourism market? The present study seeks to know what these procedures are. Materials and MethodsThe present study is descriptive. The statistical population consists of both managers and experts in travel agencies and professors in the relevant field. All interviewees have had either university education or experiences in the field of travel and tourism services. By using two judgment and snowball sampling methods, 14 people were selected as a sample. The criterion for selecting this number of samples was to achieve saturation. The average interview time was one hour. In this study, due to the impossibility of gathering experts simultaneously in a joint meeting, the interview method was chosen. Interviews were recorded, written, and coded. Semi-structured interviews were used, and the data obtained from the interviews were analyzed using thematic analysis. Discussion and ResultsBased on the research findings and according to the content analysis map that was extracted and discussed, the results can be mentioned as follows:Given the "use of dominant position," which is one of the unilateral anti-competitive procedures, factors such as technology, and the emergence of startups and the elimination of intermediaries have changed the face of competition among activists in the travel and tourism services in Tehran. On the other hand, managerial problems and the entry of the public sector as a strong competitor for private sector activists are mentioned as a challenge by activists in this field. From the perspective of the anti-competitive practice of "price distortion," the nature of being seasonal is one of the reasons mentioned, which has led to the formation of unconventional discounts and unregulated auctions in this sector. On the other hand, Monopoly is one example of "price disruption" among the agencies under study, both in terms of service nature and aggressive pricing. Another challenging issue for activists is their concern about rent, which significantly impacts competitive mechanisms in this market in terms of both communication and power. On the other hand, due to the anti-competitive practice of "disrupting the transaction, " the interviewees listed factors such as lack of supervision, customer type and Monopoly, and believe that circumventing the rules shows weakness and inefficiency of existing laws, has fueled anti-competitive instances. Customers, depending on the type of relationship they have with the organization (permanent and loyal or temporary, with different social and economic classes and their level of awareness of services), also have a significant impact on decision-making that can enrich antitrust procedures. On the other hand, the influence of charterers is also an issue that should not be overlooked. Another important factor in unilateral anti-competitive practices is the way of governing in this field are as follows, all challenges directly or indirectly address the quality of governance: illegal activities, the inefficiency of standards, lack of support from brokers, lack of experts among relevant authorities, lack of a well-codified plan, and the lack of continuous oversight. On vertical collective antitrust practices, issues, as follows, have been mentioned: such as "environmental factors" in the form of the seasonal nature of industry and sanctions; "monopoly" due to the specialized nature of the routes that in some cases have made Monopoly inevitable; "chartering collusion" with airlines so that others are unable to compete with them and it has become impossible to control ticket prices on some charters (which may eventually lead to the loss of passengers' rights); "wholesale cooperation with individuals "; and "comparative and competitive advantages," which have led to the distinction, specialization, and type of Monopoly. Here, management and governance are of great importance, as examples such as economic rents, lack of standards and managerial inefficiency, the formation of anti-competitive examples, and collusion among monopolists.Regarding horizontal collective anti-competitive practices, for reasons such as agencies' unwillingness to cooperate in groups, low power, large numbers, and the entry of the public sector and support for monopolies, it is impossible to form collusion among retail agencies. However, among wholesalers, there is a potential for Monopoly, which their influence and power can exemplify in setting prices, eliminating retailers, and aligning with the policies of other wholesalers. And limited and constant supply capacity of some products and services has paved the way for Monopoly as much as possible. ConclusionsToday, due to changes in the travel and tourism services market, including reducing problems and barriers to entry and the emergence of new entrants to this market, we are witnessing a relatively significant competition among businesses providing travel and tourism services. Also, the presence of e-agencies in cyberspace with irrational discounts and sometimes tour operators' direct sales has increased the pressures of competition for travel and tourism agencies and has led to bankruptcy. In addition, technology has made tourists more inclined to travel independently and with personal planning, which will affect the performance and profitability of agencies. On the other hand, competition in the tourism industry has a dynamic meaning, which has led to some anti-competitive practices. But business owners and sometimes customers are not aware of these anti-competitive practices. They do not know that this issue can be investigated within the legal framework and can be followed up. Examining the practical procedure of the Competition Council , the cases raised since the establishment of the Competition Council in this institution also show that travel agencies have not yet complained about the violation of market competition. It is noteworthy that the Competition Council, in its report on various markets, has not yet examined the possibility of anti-competitive practices in the tourism market. However, despite the lack of practice, the present study results indicate that there are competitive concerns about the tourism market. The majority of the interviewees mentioned the existence of an anti-competitive approach acknowledged "in many cases this also affects supply and demand." As a result, in analyzing the results of this research, it should be said that not only there is a dominant position, but there are also signs of abuse of a dominant position in this market. On the other hand, unlike the European legislature, the view of the Iranian legislature does not limit unilateral anti-competitive practices to dominant economic enterprises. However, in the tourism market, based on the data of the present study, it can be seen that the implementation of unilateral anti-competitive procedures by firms with a dominant position does not lead to the reaction of the competition regulator. There is evidence in this study that aggressive pricing, restricting resale, transaction discrimination, and misleading statements are alarm bells that the Competition Council should take seriously.
Mahbobe Abedi; farzam Farzan; morteza dosti; afshar honarvar
Abstract
Introduction: In recent years, awareness of sustainable tourism has increased around the world. Many tourism industries combine sport to attract more customers to facilitate economic development and promote local culture (Yang et al., 2020). Sports tourism is becoming a huge and independent industry ...
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Introduction: In recent years, awareness of sustainable tourism has increased around the world. Many tourism industries combine sport to attract more customers to facilitate economic development and promote local culture (Yang et al., 2020). Sports tourism is becoming a huge and independent industry in the world. Beaches and sea-related areas with various purposes such as swimming, boating, diving, and other water activities and recreation are the main attractions in many parts. These attractions can attract both groups of tourists with a general tendency to look for rest and recreation and special tourists looking for activities such as fishing, diving, and jet skiing (Sanaei, 2017: 80). However, research has shown that the mere presence of strong attractions (attractive factors) to participate in an event does not guarantee attendance at that event; deterrents can affect the presence of the event more strongly (Hematinezhad, 2017: 85). Therefore, the researcher decided to study the obstacles and barriers to the development of water-beach sports tourism.Materials and Methods: The method of the present study is mixed (qualitative-quantitative) and in the form of exploratory-consecutive mixed design. The statistical population of the research, in the qualitative field of professors in the field of sports science and tourism, experts in the field of tourism and cultural heritage, active tourism institutions and agencies, sports experts of the federation and water sports delegations and in the quantitative field of customers of Mazandaran coasts, Gilan, Hormozgan and Kish Island in the summer of 1396. the researcher-made questionnaire was designed based on the five-point Likert scale to collect information. The questionnaire was developed from two parts of demographic characteristics that included 8 questions, and the main part contained 31 questions and 4 variables. After that, to confirm the validity, the questionnaire was given to tourism and sports sciences professors. After confirming the validity, the questionnaire was distributed among beach customers. The number of samples according to the Morgan table in the statistical population was 384 people. (Hormozgan province and Kish island) was selected from the southern coast of the country. Questionnaires were randomly distributed among customers. Finally, 600 questionnaires were analyzed. A questionnaire was given to 10 professors of sports science and tourism professors who had at least one published article in sports tourism and related to the research topic and were experts in this field to assess the face and content validity of the research. For determining the internal reliability of the questions, Cronbach's alpha reliability technique was used. First, 50 questionnaires were distributed with Cronbach's alpha coefficient of 0.89, based on which the questions had acceptable reliability to test the collected information. The normality of the data was checked to analyze the information for each of the factors affecting the tourism of water-beach sports using skewness and elongation. After ensuring this, the identification of indicators related to each element was an exploratory factor analysis method. The structural equation method was used through SPSS and Amos software To estimate the research model. Discussion and Results: The model fitting is suitable for extracting relationships between variables. All paths were statistically significant and had coefficients higher than 0.5. The factor burden of the components related to deterrents is the importance of the infrastructure dimension (1.07), socio-cultural dimension (1.00), economic dimension (1.00), and legal-political dimension (0.95), respectively. It can also be seen in Table (3) that all routes had a positive effect on inhibitory factors.Conclusions: In examining the effect of items related to the deterrent factor in the development of water sports tourism, the results of the structural equation model showed that 4 variables with 31 items including 1) socio-cultural (6 items); 2) infrastructure (5 items); 3) Legislative and political (10 items); 4) Economical (6 items) that had an acceptable operating load, and items 7B, 8B, 9B, 13B, 15B in the Exploratory analysis agents with an operating load of less than 0.5 were eliminated. Among the variables of deterrents, the infrastructure dimension (1.07), socio-cultural dimension (1.00), economic dimension (1.00), and legal-political dimension (0.95) were more important, respectively.Socio-cultural barriers include destructive environmental effects for coastal areas, lack of attention to the passage of tourists' personal vehicles in the coastal zone, noise pollution due to the presence of tourists, lack of system Sewage from beachfront beaches, the lack of special places for women to enjoy water recreation, the lack of special family swimming areas and the creation of cultural problems caused by mixed swimming between men and women were mentioned. According to the research results, it is suggested that special places be considered for women to use water sports recreation. Also, serious violations should be dealt with the violators of the construction in the shores area, and monitoring should be done on the discharge of the sewage of the buildings around the sea to prevent the pollution of the seawater. For the well-being of tourists, special places should be considered for renting recreational and beach activities such as motorcycling, car riding, horse riding, cycling, etc. Findings of the study regarding the effect of the infrastructure component of deterrents in water sports tourism with the conclusions from Garavand et al. (2013) Lack of standard sports and recreational facilities, the most important obstacles of sports tourists. Veicy and Mehmandoost (2015) studies stated that underlying factors significantly affect the lack of tourism development in Iran. Mirzazadeh and Abdolmaleki (2016) stated that obstacles and problems of infrastructure and places have a significant role in developing sports tourism in Mashhad. Sanaei (2017) concluded that infrastructural barriers are one of the most important obstacles to the development of water sports. Therefore, the dimension of infrastructure as one of the main elements of obstacles with the highest factor load (1.07) in water sports tourism has been studied in the present study.Among the issues raised in the legal-political factor is the lack of a law on dealing with offenders in swimming areas, the lack of transparency of the main custodian of the seashores in the law, the mistreatment of police officers by tourists, the mistreatment of lifeguards With tourists, mistreatment of local communities with tourists, problems such as traffic, inflation, and environmental pollution caused by overcrowding, lack of security and tranquility of tourists on the beaches, lack of motivation and inability of officials to attract He pointed out the effectiveness of beach tourism, the seasonality of tourism in some coastal areas of the country, the lack of support from officials for investors and sports tourism projects. Given that security, tranquility, and tourism are directly related, tourists are looking for a place to enjoy and relax and get away from the worries of everyday life. Therefore, it requires the relevant bodies to have the necessary coordination on tourism and security. It is recommended that beaches be privatized for a long period of at least 5 years or more.Among the issues raised in the economic factor can be the lack of sustainable employment in all seasons in coastal areas, high prices and false price increases due to the presence of tourists, high prices compared to the quality of services provided to tourists, high costs of some Beach recreation such as diving, fishing, etc., lack of funding for advertising, media, and virtual advertising to introduce the country's beach recreational attractions worldwide, lack of funding for local information to present water sports facilities in coastal areas Cited. It is suggested that by providing facilities such as tax incentives, low-interest loans, and land privatization for the construction of hotels and restaurants, water parks and shopping malls, and other service industries, a step towards job creation. , Economic prosperity, and control over inflation levels of host communities be removed. Also, the financial benefits of hosting sports competitions and festivals should be directed to the use of the host communities. Provide the ground for cooperation and entry of natives to invest in this field. Because when the mutual benefit of indigenous peoples and tourists is considered, and indigenous peoples consider themselves beneficiaries, they are expected to make more efforts in its sustainable development. Budgets should be considered for advertising and introducing water-beach sports attractions.
FATEMEH DARMANAKI FARAHANI
Abstract
This study aimed to investigate the effects of internal marketing on the quality of service delivery to provide solutions to improve the number of services offered in hotels. The present study is applied in terms of purpose and descriptive-survey method. The findings of the present study indicate the ...
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This study aimed to investigate the effects of internal marketing on the quality of service delivery to provide solutions to improve the number of services offered in hotels. The present study is applied in terms of purpose and descriptive-survey method. The findings of the present study indicate the confirmation of all research hypotheses. The output of HLM 7 software showed multilevel relationships of research variables; the effect of the mediating variable on the Sobel test and its severity was measured by the VIF coefficient. A specific mission is to provide them with an appropriate role model and promote a culture of risk-taking, emphasizing employees' feelings and paying attention to their wants and needs to improve the quality of service provided by employees.IntroductionTourism is defined as one of the most important economic sectors that play an important role in developing a country (Juang and Fuang, 2019). Tourism is one of the largest industries generating billions of dollars in revenue and creating thousands of jobs. Tourism is one of the top 5 sources of export revenue in more than 150 countries and the number one source of exports in 60 countries. The United Nations World Tourism Organization predicts that the number of international tourism visits will almost double from 2009 to 2018, from 880 million to 1.6 billion by 2020 (Yusuf and Ali, 2019). According to the World Tourism Organization and UNESCO statistics, Iran can be among the top ten countries in the world in terms of international tourist arrivals. Given Iran's small share of this industry, it is clear that the tourism industry has not been able to play its role as a factor of economic development. The development of the tourism industry is of great importance for developing countries, which face problems such as high unemployment, limited resource resources, and a single-product economy (Funk & Love, 2016). Comparison of tourism figures and revenues from them in Iran with global statistics provided by the World Tourism Organization shows that our country has not found its proper share and position in the tourism industry (Safaeipour et al., 2015). It seems that inefficient management, especially poor marketing and lack of appropriate advertising to introduce attractions and also lack of services tailored to the needs of tourists using modern methods and technologies is one of the most important reasons for the underdevelopment of tourism in Iran. Therefore, the need to review policies and apply new techniques and technologies in tourism management for the revival and prosperity of tourism in Iran seems necessary (Safaeipour et al., 2015). This study was conducted to remove some limitations in previous studies. While other studies have measured the impact of internal marketing activities on customers' attitudes and their employees, little research has been done on the effects of internal marketing at the organizational level in the hotel industry.Materials and MethodsThe method of this research is development-applied research in terms of purpose. The research design in this research is descriptive correlational research. It is descriptive in that it provides a picture of the current situation and is a correlation because it examines the relationship between the variables in the model. The present study is a survey, and the data collection tool in this study was a questionnaire. In this study, the statistical population of this study consists of customers and staff of reception units, cash registers, ceremonies and food and beverage, housekeeping, and security and arrangements of four and five-star hotels in Tehran, which number 14 hotels. And their staff is estimated at approximately 900 people. For determining the sample size, due to the unknown number of community members and variance, 268 questionnaires were distributed among the sample members in a stratified-random manner using Cochran's formula. The confidence level is 95%, and 5% error is assumed. According to the sample size, 280 questionnaires were distributed. 271 questionnaires were returned, and of which 3 questionnaires were discarded due to information deficiencies, and 268 questionnaires were used. According to Morgan's table, 95 questionnaires were needed in average for almost 300 customers per hotel, which was distributed to ensure about 100 questionnaires per hotel. The studied hotels include 4 and 5-star hotels in Tehran.Discussion and ResultsThe purpose of this study is to investigate the effects of internal marketing on service quality by considering the mediating role of organizational commitment and job satisfaction in the hotel industry. As the results showed that the set of relationships considered by obtaining the appropriate significance coefficients could be similar to the research conducted in line with the present study, so did another confirmation of the importance of paying attention to internal marketing and its implementation in organizations in The hotel industry. Multilevel Analysis of the impact of internal marketing on the quality of staff services is one of the topics studied in this study due to its importance in organizations. The multilevel approach as an emerging paradigm and method can consider organizational phenomena as multilevel and simultaneously analyze the effect of the studied phenomenon at a higher level and the impact of higher-level factors in the studied phenomenon. 4- and 5-star hotels In this study, multilevel Analysis of internal marketing on service quality with commitment and job satisfaction were examined. After analyzing the data, it was found that using the concept of internal marketing and its related components (vision, development, and reward) can have positive results such as improving the quality of service provided in the hotel, improving employee satisfaction, and organizational commitment. Have them with you
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.
Nader Naderi; Rasoul Yazdani; SHahin Behvar
Abstract
The main purpose of the research is to analyze and extract the negative consequences of medical tourism in order to reduce its negative effects on the tourism industry. This study was applied in qualitative research group in terms of purpose and paradigm. Data was analyzed using inductive content analysis ...
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The main purpose of the research is to analyze and extract the negative consequences of medical tourism in order to reduce its negative effects on the tourism industry. This study was applied in qualitative research group in terms of purpose and paradigm. Data was analyzed using inductive content analysis method. Required information was collected through semi-structured interviews and library and internet documentation. The study population included faculty members of Kermanshah University of Medical Sciences and Faculty of Economics and Entrepreneurship of Razi University of Kermanshah and medical tourists. The research was purposive sampling and due to theoretical saturation, 18 interviews were completed. Participants 'review methods, researchers' theoretical sensitivity, and simultaneous data analysis and expert review were used to verify and validate the findings. The results show five thematic categories as: negative economic, psychological, socio-cultural, scientific and political consequences.
Seyed Mehdi Jalali; fariz taherikia; zahra atf; iman ghasemi hamedani
Abstract
Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a ...
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Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a driving force for regional development. Successful religious tourism can increase government revenue, employment, and destination tourism receipts. How a tourist is attracted to revisit or recommend the destination to others is crucial to developing successful destination tourism. Due to the number of trips to this city during their lives, religious tourists in Mashhad have a nostalgic feeling. Traveling to this city is reminiscent of their memories. On the other hand, considering the importance of managing the perceived mental image of a tourist destination and its role in managing the demand of a destination, knowing the dimensions of the mental image of a tourist destination is very necessary. Managers of a tourist destination can manage the perceived mental image to attract new tourists and repeat travelers' visits. Understanding the dimensions of the mental image helps destination managers understand the reasons for not welcoming a destination and fundamental changes in the characteristics of the tourist destination according to the needs of the target markets to create the ground for tourism development to that destination. The purpose of this study is to present a model of the effect of brand nostalgia on the loyalty of tourist's travel decision-making. In the present study, a qualitative method has been used to collect data to identify the factors affecting brand nostalgia. A quantitative method has been used to examine the obtained Model. The statistical population in the quality section of experts, which includes managers of four- and five-star hotels in Mashhad, has more than 15 years of service and at least a master's degree. In selecting the experts, the snowball method was selected, and after conducting the tenth interview, theoretical saturation was reached. The statistical population is a small part of all customers of five-star hotels in Mashhad. Due to the fact that the size of the study population is large, so to determine the size of the statistical sample, Cochran's second formula was used, the number of which is equal to 385 people. 420 questionnaires were distributed, of which 387 were not distorted. After analyzing the interviews and axial coding, the initial research model was introduced, and in a small part, PLS software was used to analyze the data. According to this research, brand nostalgia, desire to buy nostalgia, fantasy imagination, the special value of brand nostalgia and attitude to brand nostalgia affect loyalty in the tourist's travel decision making. Nostalgia refers to a longing to return to period related to the past, Or a feeling of dependence on tangible or intangible belongings and activities in the past. One experiences it when one feels detached from a period in which one is present. Nostalgia has been considered a way to communicate with customers by marketers who have sought to provoke emotional reactions from consumers through promotional methods, advertising, product management, and other activities. This article presents the concepts and mechanisms of nostalgic marketing and strategy. Nostalgic marketing determines the importance and place of nostalgia in marketing to provide practical solutions to apply this concept in marketing. The definitions of the authors of this field, separately, do not cover a wide range of structural aspects. According to the results of this study, the managers of Mashhad Tourism and Hotels Organization should first identify the factors affecting the quality of travel and then try to strengthen it from the perspective of tourists. Advancing the quality of travel should be one of the long-term goals of tourism destinations because it can increase their perceived value and ultimately make more profit. Also, the Mashhad Tourism Organization managers and hotels should set a higher level of travel quality for tourists to create a positive behavior after the visit to maintain and promote competition among tourists. Positive behavioral response and creating an emotional image should be considered the most key achievement for managers of a tourism area and the product of all activities and actions taken in the tourism chain. Brand nostalgia to build trust in your brand with customers requires continuous assessment of brand credibility and reputation from customers' perspectives. For this purpose, it is recommended to be on the agenda of these brands' public relations or marketing managers on an annual or monthly basis. If necessary, appropriate and timely measures can be taken to maintain and strengthen the brand's credibility. A brand like a human being and presenting the product next to it along with a special name and bringing a name of nostalgia along with a symbol, sign, or music to strengthen the mental associations of the brand based on its constituent factors to strengthen the brand reputation and follow It builds trust.
Armin Goli; Ali Gholipour Solimani; Narges Delafrooz
Abstract
AbstractThe present study aimed to identify the dimensions of social media storytelling power and investigate the role of social media storytelling power and evaluate its dimensions in tourism destinations. This study has a hybrid approach. The statistical population in the qualitative section consists ...
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AbstractThe present study aimed to identify the dimensions of social media storytelling power and investigate the role of social media storytelling power and evaluate its dimensions in tourism destinations. This study has a hybrid approach. The statistical population in the qualitative section consists of all the stories of tourist destinations in Ramsar and Qeshm on social media, of which 62 and 108 stories were selected for these two destinations by judgmental sampling, respectively. In addition, the research strategy is narrative analysis. The method of data collection was online written stories. The dimensions of identified social media storytelling power were provided in a network of themes and conceptual models of these two destinations. Then, the research strategy was performed as a survey in the quantitative section. The statistical population included all tourists who had read the tourism stories of these two destinations on social media. The sampling method is available non-probability sampling, and the sample size was estimated to be 450 for each destination according to Morgan's Table. The data collection method was an e-questionnaire that was sent to tourists. The results of structural equation modeling by Smart PLS software showed that the dimensions of literary knowledge, attractiveness and dynamism, cognitive, emotional, trust and credibility, tourism, ethics for Ramsar destination. And the dimensions of attractiveness and attention, literary, cognitive, emotional, comparative knowledge, Economic, moral, trust and credibility, and tourism for Qeshm destination affect the development of these destinations. IntroductionToday, the tourism industry is considered one of the driving forces in the global economy and has developed significantly in the world. Accordingly, tourism destinations seek to attract more and more tourists. However, increasing changes in the tourism sector due to current technological advances, changing needs of tourists, and their interest in sharing their travel experiences in the form of storytelling on online social media force tourism destinations to draw a new framework based on a systemic approach in tourism destination management and marketing strategy. Therefore, the present study aimed to identify the dimensions of the power of storytelling on social media and then evaluate these dimensions in the development of tourism destinations in the tourist cities of Ramsar and Qeshm Island.MethodologyThe present research has been conducted with a hybrid approach (qualitative-quantitative). The qualitative research strategy is narrative analysis. The statistical population in the qualitative section includes all the stories of Ramsar and Qeshm tourist destinations in online social media (sites and blogs), in which 62 and 108 stories were selected for these two destinations by judgmental sampling method, respectively. Then, in the quantitative section, the research strategy was performed as a survey. The statistical population consisted of all tourists who had read the tourism stories of these two destinations on social media. The sampling method as a non-probability available sampling was used, and according to Morgan's Table, the sample size was 450 people for each destination. The data collection method was an e-questionnaire. The data analysis method was structural equation modeling and path analysis technique by Smart PLS software.Discussion and conclusionThe present study investigated social media storytelling power and its dimensions in developing tourism destinations in Ramsar and Qeshm Island with a hybrid approach. In the qualitative part, the dimensions of storytelling power - tourism in Ramsar city in online social media include literary knowledge, attractiveness and dynamism, cognitive, emotional, trust and credibility, tourism and ethics; In addition, the dimensions of tourism storytelling power in Qeshm Island in online social media were the dimensions of attractiveness, literary, cognitive, emotional, comparative, economic, moral, trust and credibility.Furthermore, the dimensions of tourism storytelling power on Qeshm Island on online social media were attractiveness, literary, cognitive, emotional, comparative, economic, moral, trust, and credibility dimensions. In the quantitative section, the results indicated that the dimensions included literary knowledge, attractiveness and dynamism, cognitive, emotional, trust and credibility, tourism, morality, and the dimensions of tourism storytelling power in Qeshm Island in online social media consisted of attractiveness and attention, literary, cognitive, emotional, comparative, economic, moral, trust and credibility knowledges, which have been effective on the development of Ramsar and Qeshm tourism destinations.ConclusionComparing these results in terms of similarity of some dimensions in these two destinations, it should be stated that the path coefficient of the literary knowledge aspect in the story of Ramsar and Qeshm destinations are equal to 0.406 and 0.122, respectively, indicating the greater impact of this aspect of the story on the development of Ramsar tourist destination. Considering attractiveness and dynamism, the path coefficient in the Ramsar story is 0.235, and attractiveness and attention dimension in Qeshm story is 0.237, suggesting that the effectiveness of this dimension of the story on Qeshm tourism destination development has been more than that of Ramsar. Cognitively, the story of Ramsar and Qeshm destinations are equal to 0.372 and 0.322, respectively, representing the greater impact of this dimension of the story on the development of the Ramsar tourism destination. Emotionally, the path coefficient in the Ramsar story is 0.432, and that of the Qeshm destination is 0.174, showing the greater impact of this dimension of the story on the development of the Ramsar tourism destination. Regarding trust and credibility, the path coefficient in the Ramsar story is 0.315, and that of Qeshm is 0.308, which shows the higher impact of this dimension of the story on the development of the Ramsar tourist destination. Considering the tourism dimension, it is worth noting that although the number of tourism dimensions in the script of Qeshm destination tourism stories was more than that if Ramsar, comparing the similar aspects of tourism in these two destinations indicates that the path coefficient in Ramsar and Qeshm destinations are 0.497 and 0.360, respectively, indicating the greater impact of this dimension of the story on the development of Ramsar tourist destination. Regarding the ethical dimension, the path coefficient in Ramsar and Qeshm destinations are 0.295 and 0.308, respectively, showing the greater impact of this dimension of the story on the development of Qeshm tourism destination.
