Volume 16, Issue 56 , January 2022
salman eivazinezhad; Mohsen Akbari
Abstract
The present study seeks to identify the factors affecting the behaviour of tourists about environmental protection activities. The research method has based on meta-synthesis. After searching for specific keywords in two journals, Google Scholar and Web Science, 198 articles have been extracted. Eventually, ...
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The present study seeks to identify the factors affecting the behaviour of tourists about environmental protection activities. The research method has based on meta-synthesis. After searching for specific keywords in two journals, Google Scholar and Web Science, 198 articles have been extracted. Eventually, 40 articles were coded and analyzed manually. The selected articles were divided into two categories, which included tourists' behaviour towards the environment and explaining the behaviour of indigenous people towards the environment. After extracting the sub-themes, the factors influencing tourists' behaviour towards three main themes can be suggested: indicators related to tourists - country of origin and destination country. Finally, by comparing the two categories of research, it can be suggested that consumers' perceptions of uncontrollable external factors such as the roles of governments and the understanding of chance/fate factors can explain the gaps in the present predicting the tourists' behaviour toward the environment. IntroductionToday, paying attention to the environment is a very important issue in developing and developed countries. One of the areas that can severely affect the environment is tourism, which has become an important part of the gross national income for most countries. Due to its cultural heritage and its natural and four-season landscapes, Iran has attracted many tourists every year. Considering the importance of the environment on the one hand and the improvement of the tourism industry, on the other hand, the development of tourist behaviours is very important. Give tourists behaviour.Materials and MethodsAccording to the research topic, the method used is meta-synthesis because the theoretical gap of the research was not clear. In the first stage, 198 articles were identified through the specified keywords, after which 40 papers were finally selected for the final analysis. The selected articles were divided into two categories, which included the behaviour of tourists and the indigenous behaviour of individuals towards the environment. The coding process was performed separately in each of these categories to identify new themes by comparing them. Caldwell is a model for measuring the validity and quality of research. In this type of evaluation, based on the basic and basic criteria, the subjects, the scope, the results, the studies, the methodology, and the validity of the articles were assessed. Cohen's kappa coefficient was used to properly execute the process and reliable the analysis and coding results. Several reviewed articles (15 out of 40) were randomly selected and provided to another experienced researcher for this purpose. In this study, Cohen's kappa coefficient for coding of two researchers was 0.78, which indicates high reliability.Discussion and ResultsAfter extracting the sub-themes, we finally suggested the factors affecting tourists' behaviour towards three main themes: indicators related to tourists, country of origin, and country of destination. The section on indicators related to tourists, motivations - attitude - personal experiences, environmental knowledge, materialism, pride, guilt, individual factors, significant experiences, tourist anxiety, nostalgia, age, gender, willingness to pay more, group size, Travel time is included. For the country of origin, institutional environment, level of development - development of the Internet, religion, media, air pollution, and for the country of origin, factors such as destination loyalty, destination brand, destination culture, environmental climate, religion, location were categorized. Also, for the natives, the main factors explaining the behaviour of tourists were identified, which are in the same three categories. In addition to these identified themes, theories were identified that have been considered in explaining indigenous behaviour towards the environment but have not been studied in the behaviour of tourists.ConclusionsConsidering the comparison of researches done in the two fields of tourism and public actors regarding the environment, it is suggested that to improve the activities of tourists in the field of environment. It is necessary to pay attention to three items: the position of their country, the position of the destination country, motivations and The tourist's own experiences. Also, by comparing the two categories of research conducted, it can be suggested that consumers' perceptions of uncontrollable external factors such as government maps and an understanding of factors of chance, habit, and social capital can be gaps in predicting tourist behaviour. It is suggested that researchers in their research consider these variables in explaining the behaviour of tourists.
tourism management
Mehdi Karoubi; Fatemeh Yavari Gohar; seyed mojtaba mahmoudzadeh; Nasim Mohammadian Mahmoudjigh
Abstract
In recent years, some countries and destinations have used brands to describe themselves, in a way that "tourism nation branding" has become one of the main focuses of tourism marketing studies. On the other hand, tourism development depends more on tourism policy-making than the known underlying factors, ...
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In recent years, some countries and destinations have used brands to describe themselves, in a way that "tourism nation branding" has become one of the main focuses of tourism marketing studies. On the other hand, tourism development depends more on tourism policy-making than the known underlying factors, which imply the determination of governments to develop this industry, and it reflects in high-scale documents and laws as well as in monitoring their proper implementation. This study analyzes the branding approach in macro policies of tourism in Iran. The research is descriptive-analytical and qualitative. After reviewing the research background, tourism nation branding policies were extracted from the content of the selected documents by thematic analysis. Then 243 primary codes were categorized into 62 basic themes, 21 organizing themes, and four global themes entitled (1)Nation tourism branding, (2)Components, (3)Effects, and (4)Factors affecting it. Finally, the thematic network was drawn, and the results were interpreted. According to the findings, not only the specialized indicators of tourism nation branding but also the primary indicators of policy-making have been ignored. At the top of them are a lack of systematization, a lack of stability and integrity, and a lack of guidance on implementing decisions.IntroductionIt seems that an essential part of the challenge of not paying attention to tourism branding can be found in macro tourism policies and policy-makers' lack of attention to integrating tourism development and marketing measures through branding. Therefore, the present study is designed in response to this question of whether the branding approach can be discovered in macro tourism policies? So we can explain the situation of tourism branding in the macro perspectives of the country to identify gaps and fundamental shortcomings of the Iranian policy system in this field.In addition, a comparison of credible reports related to the national brand with tourism reports (before the Covid-19 epidemic) shows that 7 out of the top 10 countries in the NBI index presented in 2019 were among the top tourist destinations in the world (in terms of tourist attraction and income) in the same year, which was published in the report of the World Tourism Organization (UNWTO) entitled Tourism Highlights 2020.Materials and MethodsThe present study aimed to analyze the policies of different parts of the tourism nation branding in basic and large-scale documents, using thematic analysis. Then, the themes related to tourism branding were extracted. For this purpose, the basic (specific to tourism) and large-scale (macro) laws, documents, programs, and regulations of the Islamic Republic of Iran related to the field of tourism were identified (21 documents). Considering that the Iranian tourism industry has been influenced by the political institution more than anything else, the documents after the Islamic Revolution of Iran have been introduced and examined in this study. Then, based on the Attride-Stirling method, the coding was performed to identify basic themes (codes and points of the text), organizing themes (combining and summarizing basic themes), and global themes (governing the whole text) to form a thematic network. This research is descriptive-analytical and qualitative (in terms of the nature of the data).Discussion and ResultsThe first step- parsing the text: first, the content of the documents was studied independently by the researchers, and the irrelevant or unuseful information was removed. Then, by separating the useful and related points, for example, the related content to tourism, branding, and its dimensions (explicitly or implicitly), the coding process began, and the basic themes were identified based on the initial codes.The second step- interpreting the text and drawing the thematic network: In the next step, 243 initial codes were identified after reviewing the basic themes and ensuring the method of classification, naming, and adapting them to the original codes. Then, the primary codes were categorized into 62 basic themes, 21 organizing themes, and four global themes entitled (1) Nation tourism branding, (2) Components, (3) Effects, and (4) Factors affecting it. Finally, the thematic network was drawn, and the results were interpreted.ConclusionsAs confirmed in the present study, despite the importance of the tourism industry as an economic sector in the world, tourism nation branding has received little attention from policy-makers and the planning system in Iran. So that, only designing a random logo and slogan has been considered. Even designing and implementing a promotional program (albeit short-term) did not matter much for the same logo. In this regard, contrary to the consensus of researchers on the process of place branding and destinations branding, such an approach can not be traced in the selected documents, which shows the lack of importance of tourism branding in the field of public policy and tourism policy. The findings of this study are in line with the research literature. However, there are many obstacles along the way. According to the findings, it seems that given the current situation and the incomprehensible position of tourism nation branding in public policy, Iran is not currently ready to develop a purposeful and coherent tourism nation brand in the long run.
Mojtaba Javdan; Simin Tavallaei; Fatemeh Mehraban
Abstract
The growing competitiveness and growth of the tourism industry have put tourism beneficiaries on the path of thinking and appropriate strategic and futuristic action to enhance the destination's competitiveness. Therefore, this study aims to analyze the impact of organizational capacity development components ...
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The growing competitiveness and growth of the tourism industry have put tourism beneficiaries on the path of thinking and appropriate strategic and futuristic action to enhance the destination's competitiveness. Therefore, this study aims to analyze the impact of organizational capacity development components on the competitiveness of Sarein spa tourism destinations and, consequently, the research model is quantitative. The required initial data were collected based on a questionnaire tool and from a sample population of over 200 people in two chain methods (for experts of organizations and related services) and random (for tourists) in Sarein city. Findings indicated that from organizational capacity development, the components of leadership capacity, human resources and especially communication are weak. Also, from the viewpoint of competitiveness, apart from the appropriate conditions of the resource quality component, the other two components, namely destination management and the competitive performance component, are not suitable for promoting tourism development. Structural equation modelling demonstrated that the components of organizational capacity development have a positive and significant effect on the competitiveness of Sarein spa tourist destinations. Proving this effect can provide a new thematic context for the development of related literature to improve the competitiveness of the destination.IntroductionThe focus and purpose of the research is to analyze the impact of organizational capacity development components on the competitiveness of the spa tourism destination in Sarein. "Organizational capacity development" as an intermediate and important link of capacity system components (individual, organizational and systemic), organized application of leadership and management, organizational resources and culture and communication processes to improve the capabilities and functions of the organization over time and in a way which is considered stable (UNDP,2009; Aref,2011). Alongside the changes in travel patterns over the past few years, the new trends indicated the strengthening of the spa and medical tourism product (Csapó & Marton; 2017; 56) which, due to the growth of the global health tourism market, has made it necessary to be competitive in this field.The competitiveness of tourist destinations is one of the most important factors in the success of the destination (Paunovi'c et al., 2020). The argument is that competing tourist destinations seek to satisfy tourists and expand their share of the target market (Cronje & Plessis, 2020). In this regard, competitiveness can be considered the ability of the destination to optimize attractions (products and services) and sustainably create added value to maintain a competitive position of the destination and provide suitable conditions for the unique experience of visitors and better quality of residents' lives and care for local capital (natural and heritage) over time (Fernández et al., 2020).Materials and research methods The present study is based on quantitative research regarding applied purpose and research pattern. Based on the available literature, the conceptual research model is organized in the form of independent (organizational capacity development) and dependent (destination competitiveness) variables. The conceptual components of the proposed model in the field of organizational capacity development, leadership capacity (management), organizational capacity, resource capacity and communication have been determined. In destination competitiveness, three key components of resource and product quality, destination management and marketing factors, and Competitive destination performance are defined. Based on the available literature, 14 components and 80 variables have been used to design the questionnaire tool to implement the above concepts. Preliminary data were collected through surveying in the target statistical population and based on 200 sample populations of experts from executive organizations and activists of industry and related services in Sarein, and relationships were tested based on structural equation modelling (in Smart PLS software environment). The scale of the questionnaire items was the Likert five-choice range.Findings and discussionBased on descriptive findings, the average response rank of organizational capacity development items and destination competitiveness in Sarein city is lower than the average of 3 (from the fifth rank ceiling). It indicates a gap in the capacity of organizations for destination development and competitiveness. Based on the findings and within the framework of organizational capacity, the status of the human resources component had the best, and organizational communication had the worst mean response rank.ConclusionStructural equation modelling indicated that the designed structure and the causal relationships fit properly. As a result, the coefficients of the items and the path pattern of the relationships are significant. In other words, this hypothesis confirmed that the development of organizational capacity has a positive and significant effect on the competitiveness of the spa tourism destination in Sarein.
Soghra Taghipour; samad Aali; Alireza Bafandeh Zendeh; Hakimeh Niki
Abstract
Objective This study aims to explore the value creation process in the tourism industry to model experience-based management approaches.Method In the first stage, using the meta-combined method, the researcher investigated the studies conducted on the subject from 1982 (based on the studies ...
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Objective This study aims to explore the value creation process in the tourism industry to model experience-based management approaches.Method In the first stage, using the meta-combined method, the researcher investigated the studies conducted on the subject from 1982 (based on the studies of Holberg and Hirschman) to 2020 and identified ten dimensions as dimensions of the tourist experience, which are: sensory, emotional, cognitive dimensions, etc. Then the experience-based management approaches have been studied, and the two approaches of step-by-step experimentation and co-creation experience have been modeled and validated based on the dimensions of experience. In the second stage, according to the information obtained from the literature study, a questionnaire was prepared and provided to several university professors and marketing and tourism researchers. After applying the necessary comments and corrections, it was distributed among 440 tourists who had traveled to Malaysia, UAE, Azerbaijan, and Turkey in the last five years. The model was then validated using AMOS24 and SPSS24 software.FindingsThe findings show that the five-dimensional step-by-step experience approach provides tourists with participation and leads to co-creation by influencing the five dimensions of sensory, emotional, cognitive, mental, and novelty experience approach. The experience-creation approach encompasses the behavioral, value, social, practical, and instructive dimensions of experience.ConclusionService providers in the tourism industry, using a step-by-step experience approach even before choosing a tourist destination by producing appropriate content to identify tourist attractions, draw attention to themselves, and provide the reasons for choosing a destination. Also, when a person is in an experiential environment, by providing a platform for participation in the next step, the experience of co-creation is caused. Thus, providing memorable experiences by focusing on the experiential values of customers causes loyalty to tourists and helps the growth of the Tourism Industry.Innovation Using a combined method to identify the dimensions of experience and modeling experience management approaches and introducing a tool to measure the approaches studied has been one innovation of this research.
Seyed Mojtaba Moussavi Neghabi; Seyed Ali Hosseini; Nima Moshiri Langroudi
Abstract
The development of film and television entertainment has led to the rapid growth of film tourism in recent years (Tang, 2020). People spend a lot of their free time watching movies (Cormby, Sanford & Pickering, 2019: 14). Following the global trend, Iranians also watch more than two hours of their ...
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The development of film and television entertainment has led to the rapid growth of film tourism in recent years (Tang, 2020). People spend a lot of their free time watching movies (Cormby, Sanford & Pickering, 2019: 14). Following the global trend, Iranians also watch more than two hours of their free time on TV every day (Moeidfar, 1399). Besides the beginning of the Corona pandemic and the imposition of severe restrictions on the closure of recreational and sports centres and domestic and international travel (Akbari and Ansari, 1399) have caused part of the leisure time spent travelling and travelling to other things, specially allocated watching Film. According to statistics, after the spread of the Coronavirus in the United States, watching online movies, TV, and online TV has increased by 39, 39 and 38%, respectively (World Wide Web Index, 2020), a factor in the growing importance of Film in tourism marketing.Corona restrictions have reduced international tourism by 78% (Chen, 2020). The OECD estimates this damage at up to 80% (Stacey, 2020). In Iran, the tourism sector has been severely challenged due to the outbreak of coronary heart disease and many accommodations and tourism centres have been closed during this period (Hassanpour, Shahi and Arjangmehr, 1399). Of course, it is expected that with the global injection of the corona vaccine, tourism will gradually return to its place. According to statistics obtained from research in Indonesia, 78% of people will travel again after the end of the corona, and even 65% of these people stated that they travelled within the first 6 months after the end of the corona (Vachioni, 2020). One can expect domestic tourism to grow first and then travel abroad. Therefore, we must use media attractions, especially movies, to attract tourists and compete with other destinations during this period.MethodsThe present study is applied research in terms of purpose, survey research in terms of data collection method, and descriptive research. Data analysis and hypothesis testing were performed by structural equation modelling of least squares (PLS-SEM) using SmartPLS software, version 3.3. The questionnaire was also used to measure variables and collect data. This questionnaire consists of 46 questions, of which 7 items are related to demographic questions, and the rest are designed as follows: Introduction to the destination (5 questions, researcher-made); Filming location nostalgia (4 questions, taken from (Kim et al., 2019)); Film music nostalgia (4 questions, researcher-made); Nostalgia for the story of the Film (6 questions, taken from (Kim et al., 2019)); Nostalgia for movie actors (5 questions; taken from (Kim and Kim, 2018a)); Following the actors (4 questions, (Kim and Kim, 2018a)); Creating and maintaining a tourist attraction (4 questions, made by a researcher); Music tourism (3 questions, researcher-made) and travel motivation (4 questions, taken from (Oha and Kim, 2020)). The validity and reliability of the questionnaire were evaluated and confirmed based on composite reliability, representative reliability, convergent validity and differential validity.The statistical population of the present study is all people who have watched the movie "What time is it in your world" at least once? In other words, the condition for completing the questionnaire is to watch this Film. Respondents were asked to watch the video before completing the questionnaire, and one of the questionnaire questions was about the number of times the respondent had watched the video. The questionnaire was designed online, and its link is available to people. Using G * Power software, considering the effect size (f2) equal to 0.15, the significance level of 5%, the statistical power of 80%, and 5 predictor variables, the minimum sample size of 132 items was determined. After several follow-up sessions, 164 questionnaires were collected, of which 4 were excluded from the analysis because the number of missing data was more than 15%, and 160 questionnaires were used in the analysis.Discussion and ResultsThe present study is applied research in terms of purpose, survey research in terms of data collection method, and descriptive research. Data analysis and hypothesis testing were performed by structural equation modelling of least squares (PLS-SEM) using SmartPLS software, version 3.3. The questionnaire was also used to measure variables and collect data. This questionnaire consists of 46 questions, of which 7 items are related to demographic questions, and the rest are designed as follows: Introduction to the destination (5 questions, researcher-made); Filming location nostalgia (4 questions, taken from (Kim et al., 2019)); Film music nostalgia (4 questions, researcher-made); Nostalgia for the story of the Film (6 questions, taken from (Kim et al., 2019)); Nostalgia for movie actors (5 questions; taken from (Kim and Kim, 2018a)); Following the actors (4 questions, (Kim and Kim, 2018a)); Creating and maintaining a tourist attraction (4 questions, made by a researcher); Music tourism (3 questions, researcher-made) and travel motivation (4 questions, taken from (Oha and Kim, 2020)). The validity and reliability of the questionnaire were evaluated and confirmed based on composite reliability, representative reliability, convergent validity and differential validity.In the present study, using the least partial structural equation modelling (PLS-SEM), the conceptual model of the research was tested. Out of 12 paths defined in the model, 11 research hypotheses were confirmed, and only one hypothesis was not accepted at the significance level of 0.95. This study shows that film nostalgia is positively related to travel motivation, which is consistent with previous studies that show that film nostalgia greatly affects tourist attitudes and behaviours (Oha and Kim, 2020; Kim et al., 2017). The effect of total film nostalgia on travel motivation equals 0.727, which shows the high impact of film nostalgia on travel motivation. In particular, the research findings show that among the various dimensions of film nostalgia, most viewers who feel nostalgic for film music and film actors are more motivated to visit the destination. Perhaps the high impact of music nostalgia on travel motivation can be attributed to the harmony of film music with the culture and environment of the destination (Guilan) because the average response to the phrase "film music has the spirit of Guilan." Above average. But, on the contrary, due to the lack of coordination of the Film's story with the destination (Gilan), the effect of the Film's nostalgia on the motivation to travel is low. Therefore, it is suggested to increase the impact of film nostalgia on tourism to coordinate all dimensions of film nostalgia, i.e. music, story, actors and filming location, with the intended destination space.One of the differences between the present study and previous studies is the effect of familiarity with the destination on the nostalgia of the Film, which was accepted at the significance level of 0.000. In other words, the viewer's previous familiarity with the location of the filming, by searching for the tourist attractions of the destination on the Internet or a previous visit, increases the feeling of nostalgia and thus has a greater impact on travel motivation. Another hypothesis confirmed in the present study is the positive effect of film nostalgia on music tourism. The feeling of nostalgia for the film positively impacts the spectator's motivation to attend the film singer's concert or buy a film music album. This research finding is consistent with previous studies (Kim et al., 2019). However, the hypothesis of a direct effect of music tourism on travel variables at the significance level of 0.95 was not accepted. Of course, the indirect effect of film music nostalgia on travel motivation with a total effect of 0.284 is significant. Another aspect of the present study with previous studies is the study of the hypothesis of the impact of film nostalgia on the creation and maintenance of tourist attractions, which was confirmed with a path coefficient of 0.434.
yavar babaei; maryam fani
Abstract
Today, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors ...
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Today, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors in the hotel industry. In terms of purpose, this is applied research, and in terms of methodology, it is a descriptive survey. Its statistical population was the managers and employees of 4 and 5-star hotels in Yazd and Kerman. The sampling method is cluster sampling, in which six hotels in Yazd and Kerman and 203 employees and managers of these hotels were selected as a sample. The data collection method was a questionnaire, and data analysis was performed using structural equations. Findings showed that green human resource management has a positive and significant effect on employee environmental involvement, environmental citizenship behavior, and environmentally friendly behaviors. Also, environmental involvement and environmental citizenship behavior of employees have a significant impact on the environmentally friendly behaviors of employees. Because employee behaviors lead to the improved environmental performance of the entire organization; therefore, the success of an organization's environmental management depends on the employees' environmentally friendly behaviors. Hotels can influence the environmental behaviors of employees through green human resource management mechanisms and thus facilitate the involvement of employees in environmental activities in the hotel and their environmental citizenship behavior. This study provides suggestions and practical solutions to promote Green Hotel policies and improve employees' environmentally-friendly behaviors.IntroductionTo succeed in society and facilitate their profitability, organizations today must focus on social and environmental factors and economic factors (Daily et al., 2007). Sustainability has quickly become one of the top priorities for corporate executives worldwide, as awareness of the concept of greenness creates new ways of doing business in corporate strategies. The emergence of the hotel industry is a process of developing new ways of doing things that have reduced environmental damage and the waste of resources. This green movement has improved the ecological performance of many hotels, reduced their operating costs, and enhanced their corporate image (Kim et al., 2019). One of the main stakeholders in environmental issues is businesses, and it makes sense that they should also be part of the environmental solution. There is ample evidence that a large portion of the workforce is concerned about the environment. Employees are more committed and satisfied with organizations that play an influential role in securing green (Ahmad, 2015). So the central issue in this research is what effect does green human resource management have on environmental involvement, environmental citizenship behavior and environmentally-friendly behaviors of hotel staff?Materials and MethodsThis research is applied in nature and descriptive survey in terms of the data collection method. The statistical population is the managers and employees of 4 and 5-star hotels in Yazd and Kerman. Using the cluster sampling method, 203 people from 6 hotels participated in this study. In terms of time domain, it was done in 2019. The tool used to collect data includes the Green Human Resource Management Questionnaire (Kim et al., 2019), Environmental Involvement (Pham et al., 2019), Environmental Citizenship Behavior (Paille & Raineri, 2016), and Environmentally-Friendly Behavior (Kim et al., 2019). Finally, structural equation modeling has been used to analyze the data and the relationship between the research variables.Discussion and ResultsThis study showed that green human resource management with a path coefficient of 0.451 and 0.782 and significances of 4.47 and 39.238, respectively, has a positive effect on environmental citizenship behavior and environmental involvement of employees. In addition, employee environmental involvement with a path coefficient of 0.367 and a significance of 3.699, significantly affects organizational citizenship behavior. Also, the variables of green human resource management, environmental involvement, and organizational citizenship behavior with path coefficients of 0.618, 0.544, and 0.578, respectively, and values of 6.129, 8.372, and 18.688, respectively, have a positive and significant effect on the environmentally-friendly behavior of employees.ConclusionsToday, green human resource management has become an essential strategy for moving businesses toward environmentally friendly behaviors. Accordingly, this study aims to investigate the impact of green human resource management on environmental citizenship behavior and environmentally friendly behaviors in the hotel industry. In terms of purpose, this is applied research, and in terms of methodology, it is a descriptive survey. Its statistical population was the managers and employees of 4 and 5-star hotels in Yazd and Kerman. The sampling method is cluster sampling, in which six hotels in Yazd and Kerman and 203 employees and managers of these hotels were selected as a sample. The data collection method was a questionnaire, and data analysis was performed using structural equations. Findings showed that green human resource management has a positive and significant effect on employee environmental involvement, environmental citizenship behavior, and environmentally friendly behaviors. Also, environmental involvement and environmental citizenship behavior of employees have a significant impact on the environmentally friendly behaviors of employees. Because employee behaviors lead to the improved environmental performance of the entire organization; therefore, the success of an organization's environmental management depends on the employees' environmentally friendly behaviors. Hotels can influence the environmental behaviors of employees through green human resource management mechanisms and thus facilitate the involvement of employees in environmental activities in the hotel and their environmental citizenship behavior. This study provides suggestions and practical solutions to promote Green Hotel policies and improve employees' environmentally-friendly behaviors.IntroductionTo succeed in society and facilitate their profitability, organizations today must focus on social and environmental factors and economic factors (Daily et al., 2007). Sustainability has quickly become one of the top priorities for corporate executives worldwide, as awareness of the concept of greenness creates new ways of doing business in corporate strategies. The emergence of the hotel industry is a process of developing new ways of doing things that have reduced environmental damage and the waste of resources. This green movement has improved the ecological performance of many hotels, reduced their operating costs, and enhanced their corporate image (Kim et al., 2019). One of the main stakeholders in environmental issues is businesses, and it makes sense that they should also be part of the environmental solution. There is ample evidence that a large portion of the workforce is concerned about the environment. Employees are more committed and satisfied with organizations that play an influential role in securing green (Ahmad, 2015). So the central issue in this research is what effect does green human resource management have on environmental involvement, environmental citizenship behavior and environmentally-friendly behaviors of hotel staff?Materials and Methods This research is applied in nature and descriptive survey in terms of the data collection method. The statistical population is the managers and employees of 4 and 5-star hotels in Yazd and Kerman. Using the cluster sampling method, 203 people from 6 hotels participated in this study. In terms of time domain, it was done in 2019. The tool used to collect data includes the Green Human Resource Management Questionnaire (Kim et al., 2019), Environmental Involvement (Pham et al., 2019), Environmental Citizenship Behavior (Paille & Raineri, 2016), and Environmentally-Friendly Behavior (Kim et al., 2019). Finally, structural equation modeling has been used to analyze the data and the relationship between the research variables.Discussion and ResultsThis study showed that green human resource management with a path coefficient of 0.451 and 0.782 and significances of 4.47 and 39.238, respectively, has a positive effect on environmental citizenship behavior and environmental involvement of employees. In addition, employee environmental involvement with a path coefficient of 0.367 and a significance of 3.699, significantly affects organizational citizenship behavior. Also, the variables of green human resource management, environmental involvement, and organizational citizenship behavior with path coefficients of 0.618, 0.544, and 0.578, respectively, and values of 6.129, 8.372, and 18.688, respectively, have a positive and significant effect on the environmentally-friendly behavior of employees. ConclusionsThis study linked the concept of green human resource management to the behaviors of the hotel staff. This research is a practical approach for tourism destination managers and actors providing hospitality areas and departments. Using green human resource management practices can help hotel managers drive their employees into pro-environmental behaviors. To achieve this, hotel managers can use ways in which employees are more involved in deciding and presenting creative ways. As issues of environmental protection and sustainable management have become one of the essential responsibilities of hotels, it is recommended that hotels first manage green human resources before making any environmental efforts. Doing green human resource management helps hotels’ employees reinforce that the hotel is committed to protecting the environment. This strengthens staff commitment to the hotel and improves staff’s environmentally-friendly behaviors. As a result, hotels need to prioritize green human resource management.
Javad madani
Abstract
Tourism is one of the flexible and dynamic industries that has different dimensions and types. Green tourism is one of the most important types that many countries pay special attention to today. One of the dimensions that can be fruitful in the direction of green tourism is the field of environmental ...
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Tourism is one of the flexible and dynamic industries that has different dimensions and types. Green tourism is one of the most important types that many countries pay special attention to today. One of the dimensions that can be fruitful in the direction of green tourism is the field of environmental policy-making. This scientific and executive field, which aligns with environmental protection measures and activities, can create favourable consequences for communities. This study's main purpose is to formulate the environmental policy-making desired pattern in the context of green tourism, which uses a mixed-method to investigate the issue. The approach used in this method is a partially mixed sequential dominant status design approach that is done in three phases: qualitative-qualitative-quantitative. In this research, three methods of "focus group-grounded theory-survey" have been used to formulate and confirm the model, respectively. The main tool used in the qualitative phase is the interview. In the quantitative phase, a questionnaire was extracted relevant information and data from 13 experts in the qualitative phase and 8. According to the research findings, about 17 main indicators were identified, which were considered the pattern's main components. According to the results of the quantitative section, among the studied indicators, the index "Communications and interactions of responsible institutions" has the highest score among the indicators, which shows the importance of this category in the resulting pattern. From the present study results, we can point to the important role of "communications and interactive of responsible institutions", which requires the development of more precise environmental policies to support green tourism to achieve other goals, sustainable tourism development.Introduction In recent times, tourism and travel have been considered flexible, dynamic and growing industries. Many studies show that the tourism industry contributes significantly to the economic growth and development of tourism-led economies. On the other hand, many thinkers believe that tourism achieves economic growth and development at the cost of pollution and environmental degradation. Numerous factors have led to a more precise policy for the tourism industry with the aim of sustainable tourism development. Therefore, the development of a desirable pattern that is considered at both conceptual levels of "environmental policies" and "green tourism" can consider a wide range of measures to improve and develop green tourism. While supporting and creating green tourism, this pattern will make it possible to create various pollution control projects and schemes with the help of environmental policies. For this purpose, it is necessary to design a desirable pattern to get out of the issues to be effective in this regard. Therefore, the main purpose of this study is to develop a pattern of environmental policy-making in the context of green tourism.Materials and MethodsThe general design of the methodology in this research is applied according to the purpose, its mixed method. For further explanation, the research design is a partially mixed sequential dominant status design that is done in three phases qualitative-qualitative-quantitative. In this design, first qualitative and then quantitative data are collected and analyzed. Priority is usually given to the qualitative phase, and quantitative data reinforces the qualitative data. In this research, three "focus group-grounded theory-survey" methods have been used. In the qualitative part, the thematic axes were first extracted using the focus group method. Then, in the next step, using tools such as semi-structured interviews, the relevant codes were obtained, and the codes were transformed into a pattern by the grounded theory method. Then the resulting pattern was examined by experts, and to assess its components, its validity was announced.In summary, the thematic axes extracted from the focus group method were used as a criterion for orientation. The focus of the interviews was based on the grounded theory method. Then, through the steps of the grounded theory method, the desired pattern was extracted and calculated. After formulating the pattern, in the third phase - the quantitative phase of the research - the components and categories of the pattern are examined by experts; for evaluating its components, its validity is announced.Discussion and ResultsIn the first phase, i.e. the focus group method that was done online, items such as Macro "socio-cultural, political, economic and environmental" environment; institutional arrangements of relationships and interactions; inter-organizational coordination structures; interest groups and influential in formulating and implementing tourism policies; New and Innovative Solutions in Creating Green Tourism; Symmetry of Green Tourism and Environmental Executive Projects; Interactive Policy Making in Green Tourism "were extracted as thematic axes. In the second phase - in the grounded theory method of the foundation - the approach of Strauss and Corbin was used that the propositions were counted in three types of coding "open, axial and selective".ConclusionsGreen tourism operators face various factors in maintaining green tourism assets in the future. To manage these factors, planners, policy-makers and tourism managers must prescribe and adopt sustainable green policies and strategies, improve the quality and quantity of relevant policies, and consider the principles and practices of sustainable development to improve green tourism. These results require the development of more precise policies for the tourism industry, which should be given special attention to sustainable tourism development and support for green tourism. In the following, the relevant suggestions are presented
Arashk Masaeli; Naser rezaei; Khabat Derafshi; Mehdi Basakha
Abstract
IntroductionMany industries with predetermined plans have been completely suffered losses from the Covid-19 pandemic since March 2020, when the World Health Organization recognized it. The tourism industry can be considered one of the growing sectors damaged very quickly. Due to the prolongation of the ...
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IntroductionMany industries with predetermined plans have been completely suffered losses from the Covid-19 pandemic since March 2020, when the World Health Organization recognized it. The tourism industry can be considered one of the growing sectors damaged very quickly. Due to the prolongation of the Covid-19 pandemic, different aspects of the tourism industry and its degree of vulnerability are identified. Tourism-related businesses, including the hotel industry, food industry, transportation, handicrafts, and other related activities, have suffered the most during this period.Simultaneously with the negative effects of the corona disease on the economy and employment, the effects of the corona on tourism became more apparent. Still, due to the continuity of the corona and the need for rehabilitation during the corona and post-corona era, the need for more protocols and health guidelines is felt. Many countries have made reforms in this regard to continue their tourism industry at the same time as the pandemic.The important point is that researchers in this field should pay attention to the direct effects of corona on the tourism industry and its effects on related industries.Materials and MethodsAs it turns out, tourists spend money to buy goods and services at destinations. Some are paid directly for accommodation, food centres, restaurants, retail shopping, transportation, and related entertainment. Since it is done in the tourism industry and has revenues for these industries, it is called the "direct effects" of tourism on the economy. Due to the increasing demand for tourism products, players in the tourism and related industries are encouraged to increase the supply of products. Therefore, hiring new labourers and producing more goods from domestic producers occurs to meet the demand for tourism, which is called "indirect effects".Increasing the employment of the labour force increases the total income of the residents of the tourist area that part of it is allocated to savings and part to the purchase goods and services for residents. The purchase of more goods and services by the surplus income creates additional demand and leads to more production and more employment, which is called the "induction effects". In general, "indirect effects" and "induction effects" constitute "secondary effects".The inbound tourists to Iran in the first six months of 1399 have decreased by almost 96%, affecting Gross Domestic Product, employment, imports, and income distribution. The effects of this reduction on employment in the country, given the high unemployment rate of 10 percent is important so that policymakers can create short-term and long-term packages as much as possible to prevent the increase in unemployment in the country. The purpose of the present study is to investigate the effects of the Covid-19 pandemic on the employment of Iran's tourism sector using the labour force statistics of the year 1398 and the updated input-output table of the year 1390.Discussion and ResultsAs stated, of the approximately 24 million 273 thousand people employed in Iran (according to the labour force census), 4,575,000 people are employed in tourism-related activities.As can be seen, there is a 1.88 percent decrease in employment and an increase in unemployment, of which 1.23 percent is a direct effect of the reduction in tourist arrivals, about 0.64 percent is based on the inter-sectorial relations of different sectors related to tourism, and 0.01 percent is due to induced demand.The results extracted from the calculation of the direct, indirect, and induced effects show that 456,000 out of 4,575,000 people working in the 13 sectors related to the tourism industry have lost their jobs (299 thousand direct effects and 257 thousand indirect effects).ConclusionsThe experience of tourist countries in the Covid-19 pandemic has shown that although the arrival of the disease has severely damaged these countries, they have somehow maintained their tourism activities by creating protocols and instructions, including performing PCR tests before 72 hours of flight time, the separation of tourists and citizens of the country by creating quarantine courses, and allocation of quarantine places for suspected people.Eventually, wholesale and retail services, transportation support and assistance services, passenger road transport, food and beverage neighbourhood services, and public accommodation have the most indirect negative impacts due to their close relationship with other industries.
Gholamhosein Moradi; Elham Operajuneghani; Afsaneh Soltani Bobakani; Farnaz Dehghan Benadkuki
Abstract
IntroductionThe tourism industry is one of the underlying factors for the growth and prosperity of countries' economies, and nowadays, its expansion has provided considerable success for some countries. Therefore, many countries have tried to develop their tourism to benefit from the huge revenues of ...
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IntroductionThe tourism industry is one of the underlying factors for the growth and prosperity of countries' economies, and nowadays, its expansion has provided considerable success for some countries. Therefore, many countries have tried to develop their tourism to benefit from the huge revenues of this profitable industry and increase economic growth. One of the most important elements of tourism planning is attention to tourist and environmental areas to correct economic decisions, which often consider environmental resources as free goods and services. So, the valuation of tourist areas is an important step in management planning for decision making and proper management. There are no serious and sufficient attention and clear policies to the tourism industry in Iran. Also, the preservation and preparation of ancient sites for public visiting are costly, and visitors usually fund this cost. Therefore, it is necessary to estimate the economic value of these places to determine the optimal cost and entrance amount. So, this study aims to evaluate the economic valuation of environmental services and estimate visitors' surplus welfare in the Namir Garden (Sadri Garden) of Yazd province as an archaeological and tourism site.Materials and MethodsIn the present study, the travel cost method has been used to evaluate recreation value and determine the effective factors on the willingness of tourists to pay for the Namir Garden of Taft city. The travel cost production function was estimated based on semi-logarithmic from and using the ordinary least squares regression method (OLS). The study's statistical population includes all people who have visited Namir Garden. Necessary statistics and information were collected randomly by completing 80 face-to-face questionnaires. EVIEWS software has been used for statistical analysis of variables and mathematical calculations.Results and DiscussionRegarding the results, most Namir Garden visitors are men (69%), and a high percentage of the visitors are married (70%). Also, the highest number of visitors (nearly 74%) are in the 20 to 50 years age range (average age of visitors are 40.6 years), which indicates the suitability of Namir Garden for young to middle-aged people. Therefore, more attention should be paid to the needs of this age group.Based on the results, the largest number of visitors (nearly 44%) have a bachelor's degree, which shows that educated people want to spend their leisure time with hobbies that lead and encourage them to visit natural tourist attractions. These results coincide with the other studies such as Divar and Karimi Organi (2019), and Moayedfar et al. (2016). On the other hand, the existence of all types of professions and education of visitors in the present study indicate the flexibility and convergence of region for public use, which is similar to the findings of Yavari and Asadi Bazardeh (2016). In the present study, the average household size was 3.6, and approximately 80% of visitors' income is more than 800000 tomans per month. Also, the highest number of visitors (75%) are natives of Yazd province, and most visitors prefer spring; this is because the air temperature of the spring in Yazd is bearable and has a more favourable condition.Most visitors (approximately 92%) use a personal car to visit this place which coincides with the other studies such as Morsali et al. (2020). Therefore, creating facilities and reducing travel costs can increase the number of visitors. Also, most visitors have chosen the ancient view of the garden as the main motivation for their recreation, and roughly 82% find this garden attractive. According to the results, the variables of travel cost and arrival time are effective factors on the number of annual visits. The number of visits decreases by 0.001 and 0.5850 percentage by increasing one unit in travelling cost and reaching time to the garden, respectively. The consumer surplus per visit was estimated at 21000 Rials, and the total average recreational value of the household was estimated at 913500 Rials per year.ConclusionsIt is necessary to create efficient management to develop and protect recreational values to manage a recreation centre. Therefore, to achieve this goal, it is essential to use other methods to evaluate resorts' quality services and benefits, especially their environmental values. So if the authorities improve the current situation by providing more basic facilities, more tourists will be attracted to this historical place, who are willing to pay more for the use of existing facilities, which will expand the tourism industry and increase income. Besides considering the importance of recognizing the social criteria of visitors, it is necessary to identify social patterns in the design and planning of recreational spaces. For instance, in the present study, most visitors are 20 to 50 years age range and the majority have an academic education, so it is suggested that this group tendency should be paid more attention in recreational programs
Mohammadmehdi Poursaeed; Fatemeh Ttaheri azad; Marzieh Jahanshahi
Abstract
IntroductionWhen eating local food in a destination, multiple consumption values tend to be important for tourists. Investigating the impact of these values on the perception and behaviour of tourists helps the food tourism industry in Iran because, in this way, the behavioural responses of tourists ...
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IntroductionWhen eating local food in a destination, multiple consumption values tend to be important for tourists. Investigating the impact of these values on the perception and behaviour of tourists helps the food tourism industry in Iran because, in this way, the behavioural responses of tourists in the future can be discovered. Accordingly, this study strived to investigate the effect of multiple consumption values of tourists (functional, emotional, social and Epistemic value) on attitudes toward local food and food destination image as effective factors in the occurrence of behavioural responses by tourists in the future (Intention to recommend local food to others and intention to revisit a destination for food tourism) in the context of stimulus-organism-response (SOR). The research is applied in terms of the purpose and is descriptive and survey in terms of the data collection method. A questionnaire was used to collect the required data. The statistical population of this study encompasses all tourists who have eaten local food in one of the five cities of Iran, including Isfahan, Shiraz, Kerman, Tabriz and Rasht. Using G-Power software, 400 acceptable samples were collected. Data analysis was performed using structural equation modelling running Smart PLS 3.0 software. The results show that the multiple consumption values of tourists (functional, emotional, social and epistemic value) have a positive and significant effect on attitudes toward local food and food destination image and the attitude towards local food. Furthermore, the food destination image positively and significantly impacts tourists' behavioural intentions.IntroductionIran has a lot of local food due to climatic diversity, climate, different ethnicities and cultures. Also, the Iranian culinary school is one of the three main schools of food and the Roman and Chinese culinary schools, and Iranian food is known as the third food school in the world. Food tourism has many benefits. For example, tourism can be considered as a tool for rural development that stimulates the economy, protects existing jobs and creates employment; all of this ultimately leads to many economic benefits. Therefore, by promoting local food in Iranian cities, the necessary ground will be provided to grow food tourism in Iran. To develop food tourism, identifying how the experience of local food shapes the value of tourists 'consumption is essential to understanding tourists' perceptions of their destination and their future behaviours. Therefore, it can be said that the effect of tourists' consumption values when eating local food in Iranian cities on their future behavioural responses through their attitude towards local food and the image of a food tourism destination that is formed in their minds; It can be a great help to the development of food tourism in Iran. Because the positive attitude and image formed from the local food of a destination in the minds of tourists, it can lead to behaviours such as the intention to revisit the destination for food tourism and recommend local food to others in the future. Therefore, this study aims to understand the responses of tourists in the future to the development of food tourism in Iran and to explore the relationships between a series of variables in this field using the SOR framework.Materials and MethodsThis research is applied in terms of nature and purpose and descriptive and survey in the data collection method. Research data were collected through a questionnaire. The questionnaire was prepared by studying previous research and their localization and has been reviewed and approved by three professors in tourism. Cronbach's alpha of all questions is higher than 0.7 and indicates the high reliability of the questionnaire. The study's statistical population includes all domestic tourists who have eaten local food in one of the five cities of Isfahan, Shiraz, Kerman, Tabriz and Rasht. The sample size was 400 people. The sample size includes 400 tourists who have eaten local Iranian food in restaurants, hotel restaurants or eco-tours of the above five cities. The structural equation approach and Smart PLS software have been used to test the research hypotheses.Discussion and ResultsBased on the research results, a positive relationship was found between functional, emotional, social and epistemic value with attitudes towards local food and the image of food tourism destination. Results show; that tourists experience eating quality local food, healthy, at a reasonable cost. Also, this experience should be accompanied by the pleasure and entertainment of socializing with friends, family or food suppliers in a natural environment. In addition, they perceive this experience as a new experience to expand their knowledge and realize their curiosity. A positive attitude towards local food is formed in them, and a positive food image of the destination is engraved in their minds. These results show that multiple consumption value dimensions shape attitudes toward local food and food tourism destinations' image. Also, a positive relationship between attitudes toward local food and the image of the food tourism destination with the behavioral responses of food tourists (intention to revisit a food tourism destination and recommend local food to others) has been found.ConclusionsFindings show that attitudes toward local food and image of food tourism destination resulting from functional, emotional, social and epistemic values can elicit positive behavioural responses from tourists to recommend destination-specific food to others and Revisit the destination for food tourism. In general, lasting memories and better experiences are created when food consumption experiences provide a high Epistemic, social, practical, and emotional value. For this reason, marketing strategies for the development of food tourism in Iran should be designed based on these values of tourist consumption compared to local food, so the expectations and needs of tourists are more met and encouraged them to Return to food destinations and recommend local food to others
Rasul Abbasi; Atefeh Akbari; Kejani
Abstract
Food tourism is one of the most popular and high-income sectors of tourism in industrialized countries, both in its special domain and in contrast to other sectors. Unfortunately, Iran's tourism, restaurant, and hotel industries have failed to recognize this treasure's potential. This article aims to ...
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Food tourism is one of the most popular and high-income sectors of tourism in industrialized countries, both in its special domain and in contrast to other sectors. Unfortunately, Iran's tourism, restaurant, and hotel industries have failed to recognize this treasure's potential. This article aims to outline the issues and obstacles that the Iranian restaurant industry has in developing traditional food tourism. The qualitative research method and phenomenological approach were utilized in this study since it was necessary to use the lived experiences of people involved in the research topic. In-depth sampling was performed with 14 experts with experience in local food management by criterion and snowball sampling method until saturation was reached. By parenthesizing the researcher's previous knowledge, referring to the participants, and confirming them, the validity of the obtained results was determined. The findings illustrate a six-dimensional structure, including marketing barriers, low availability, poor groundwork, intra- institutional challenges, intra-union challenges, and government challenges. IntroductionIn its geographical area and relation to other sectors, food tourism is one of the developed countries most popular and lucrative goals. Traditional food is one of the best foods in different parts of the country in terms of nutritional value, availability of raw materials, freshness, free of chemical preservatives, and also cheapness. Food is not just a commodity but a cultural food embedded in the culture and customs of the local people of a region. In addition to meeting people's daily needs, food introduces tourists to food culture, and more.Materials and MethodsIn this research, a descriptive approach was used. This research is applied in terms of purpose and descriptive in terms of research method. According to the research objectives, the phenomenological method has been used as the research method, and the interview method has been used to collect data. The sampling of this research was done in the form of snowballs, and the interviewees were selected with maximum diversity from people who have experience in local food restaurant management. The sample size of this study is also determined by reaching the data saturation limit. The statistical sample is 14 people, including five women and nine men in the age group of 24 to 50 years, of which two had a bachelor's degree, seven had a master's degree, and one had a doctorate. The duration of each interview varied from 45 to 120 minutes. Semi-structured in-depth interviews were used to collect flexible data. After that, the interviews were implemented, coded, and analyzed as soon as possible to provide the necessary feedback for future interviews or adequacy and saturation. In this study, participants were first asked to explain how to choose native food and their experiences and feelings while buying and using products. The participant's answer guided the following questions, and the interview process gathered saturated information. In order to analyze, the four-step method of Bazargan et al. (2010) has been used.Discussion and ResultsUsing the phenomenological method, six main themes affecting the development of traditional food tourism were extracted, which were:"marketing barriers", "low availability", "poor groundwork", "intra-institutional challenges", "intra-union challenges", and "governance challenges". According to the participants in this study, there are marketing barriers with elements such as poor advertising, the high price of traditional food, the tendency to Western food, weak local food culture, unfamiliarity with customer tastes, poor use of cyberspace, and weak customer orientation. Previous studies have only examined the barriers to marketing in "food tourism", but the weak marketing position in "local food" has been suggested for the first time in this study. The topics of "low availability" and "poor groundwork" include local food restrictions, poor development of hospitality programs, poor local food education, and poor infrastructure with the research of some researchers are consistent. The topics of "intra- institutional challenges", "intra-union challenges", and "governance challenges" include the variables of support of guilds and government for holding food tours for cooking training, private sector investment in food tourism, and eliminating the weaknesses of restaurant management are agreeing with the results of some researches.ConclusionsThe study's findings effectively identify and understand the barriers to the development of traditional food tourism, and their elimination plays a significant role in promoting the tourism industry in Iran.
Morteza Hemmati-Asiabaraki; Salman Nazari-Shirkouhi
Abstract
It is an important issue that what is the most effective service or efficient designing part as a distinctive factor between a tourism app and its competitors in the highly competitive environment in this field? In this survey, as the first step, the Tourism Mobile Apps (TMAs) functional criteria (success ...
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It is an important issue that what is the most effective service or efficient designing part as a distinctive factor between a tourism app and its competitors in the highly competitive environment in this field? In this survey, as the first step, the Tourism Mobile Apps (TMAs) functional criteria (success factors) are extracted by an appropriate literature review and the opinion of experts who have competitive intelligence knowledge. Then a case study is done on five famous tourism apps in the accommodation sector using the Fuzzy ANOVA. According to the achieved results, users believe that there isn’t any difference between considered applications in criteria such as “Reliability of M-technology”, “Perceived ease of use”, “Perceived Trust”, “Perceived Cost Transparency” and “security issues”. Consequently, the first group is identified as critical success criteria and has more influence on user satisfaction and, subsequently, the success of TMA. IntroductionThe tourism industry is the most profitable part of the economy in advanced countries and has undeniable effects on economic, social, cultural, and ecological areas (Sadeghi et al., 2019). Today, information technology and using different mobile applications attract many tourists to this market. Numerous competitors, further making the choosing process for users difficult, create a set of qualified services for consumers.This research is a case study on top five accommodation (as one of the most important sections of the tourism industry) applications. Therefore, it extracted the performance criteria initially and then investigated the similarity rate in fulfilment levels of those mobile apps. In other words, the final purpose of the current study is to identify the critical success factors through performance adaptation of success TMAs to each other between success criteria.In this regard, the previous research related to TMA is investigated to achieve an initial success framework.Materials and MethodsThe best method for investigating differences between several groups of data is ANOVA. Likewise, Fuzzy ANOVA is a powerful and efficient variance analysis method for fuzzy data.This study evaluates the fulfilment levels of 10 performance criteria in top 5 TMA in Iran. Initially, 20 performance criteria were extracted, then mitigated to 10 factors, using the Friedman test. A Likert scale questionnaire in five linguistic variables was provided and distributed between experts for this aim. The total average of criteria is achieved at 2.82, and it means all the criteria by an average less than 2.82 will be omitted from the initial list.Five TMAs by the most active installation are identified at the next step. Respectively, these mobile apps are Alibaba, Snaptrip, AP, Booking.com, and Trip Advisor.Before considering the analysis of achieved data from experts, it’s needed to calculate the reliability and validity of questionnaires. For this purpose, a Likert scale questionnaire is designed in the present study, and the validity and reliability of criteria are calculated using discriminant/convergent validity and Cronbach alpha. Furthermore, a secondary approach (composite reliability) is also used to evaluate the reliability. This process is implemented using SmartPLS software.Finally, the comparison between TMAs is made by using the fuzzy ANOVA approach.Discussion and ResultThe distributed questionnaire was answered by 10 experts who were selected by using the purposive sampling method. All the respondents at least have one year experience of working with a TMA. The collected data by respondents requires validity and reliability evaluation. The achieved results prove the questionnaire reliability and validity of the criteria. The result is demonstrated in table 1.Table (1). Questionnaire ReliabilityRowcriteriaoriginal sampleSample averageStandard deviationT-StatisticsP-ValuesCronbach alpha Composite Reliability 1PVMT0.4690.4920.1034.5380.0000.7090.8012ROMT0.5370.7020.0957.3250.0000.8880.9193PE0.5400.5890.0836.6990.0000.7650.8424PEU0.3720.5500.1482.5160.0130.8360.7135UIIT0.4490.5530.1493.6320.0000.7990.8546PT0.5540.5690.1045.1890.0000.7880.8457PSQ0.6950.6170.0847.0480.0000.8100.8748PCT0.7970.4880.1762.5540.0110.8540.7919ISQ0.5930.6350.0956.7030.0000.8510.89510SEC0.6340.7990.0928.6240.0000.9350.951At the next step, the fuzzy ANOVA approach proves that in five criteria, the relationship p of is true and verifies the zero hypnosis, and for the others, the correct equation is that proves the null one.ConclusionThe final output of this study demonstrates that a TMA for success achievement must focus on “Perceived value of M-technology”,” Perceived ease of use”,” Perceived Trust”,” Perceived Cost Transparency” and “Security issues” because all these criteria were implemented equally in all of five TMA.
