tourism management
Morteza Bazrafshan; Hamid Zargham Borujeni; Mahdi Karobi
Abstract
Organizations are forced to adapt themselves to the ever-increasing advances in knowledge and technology in order to survive in this changing environment. They are to take fundamental measures and changes based on innovation, flexibility, responsiveness, creative redefinition of the market and new opportunities, ...
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Organizations are forced to adapt themselves to the ever-increasing advances in knowledge and technology in order to survive in this changing environment. They are to take fundamental measures and changes based on innovation, flexibility, responsiveness, creative redefinition of the market and new opportunities, and resources to gain a competitive advantage. These changes are focused on effective use of the knowledge-based capital, which is achieved by creating a learning organization. This article is to present a model for transforming hotels into learning organizations. Therefore, by compiling interview questions based on theoretical literature and obtaining experts' opinions with thematic analysis method, indicators and factors of the learning hotel for the Iranian hotel industry is presented. The model is composed of 61 basic concepts, 11 organizing concepts, and 3 comprehensive concepts including the drivers, the factors, and the consequences of the learning hotel.
Sustainable development of tourism
Fariba Karami; Davoud Mokhtari; Kimia Dadgar; Ahmad Asadi
Abstract
The present research has been written to assess the capabilities and zoning of the geo-tourism capabilities of Tarom. The research method in the current research is mixed (quantitative-qualitative) with a practical purpose and analytical-exploratory nature; in order to analyze the information, Comanescu’s ...
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The present research has been written to assess the capabilities and zoning of the geo-tourism capabilities of Tarom. The research method in the current research is mixed (quantitative-qualitative) with a practical purpose and analytical-exploratory nature; in order to analyze the information, Comanescu’s capability measurement method, Fuzzy Network Analysis Model (ANP-FUZZY), and also GIS software. The research results showed that the geo-sites of Tarom County have high geo-tourism values. Meanwhile, the geo-site of the Valider Sheit River has the highest value, the geo-site of the Ghezel Ozan River ranks second, and the Nokian River ranks third. Also, the investigation of the geo-tourism criteria of Tarom shows that 46.49% of the studied area is suitable for the development of geo-tourism. On the other hand, the geo-sites with high value in the Comanescu Model are consistent with the potential geo-tourism zones resulting from zoning in the county and have an acceptable level.IntroductionGeo-tourism is a sustainable method of tourism that promotes environmental and cultural understanding and conservation of landscapes through the experience of various geological and geomorphological features of this geosphere, and its development can strengthen economic viability, community improvement, and geographic protection of landscape features. In general, geo-tourism can be created in a natural landscape where people are free to enjoy the spectacular views of the geosphere. Also, the attraction point of each landscape for the initial scope of geo-tourism depends on four types of tourism values: scientific, aesthetic, cultural, and economic. In the meantime, geo-morpho-sites are intrinsic and essential geological and geomorphological features of the earth's surface, which have significant scientific, aesthetic, and economic importance and have been discovered by human society. Also, different landscapes of the geosphere have witnessed the development of geo-tourism based on geo-morpho-sites. In a holistic approach toward the development of sustainable tourism, geo-morpho-sites are an essential basis for the development of geo-tourism.On the other hand, geo-tourism plays a significant role in the protection of geo-morpho-sites. In the meantime, from the geo-cultural point of view, geo-tourism is considered a new way to develop less developed societies due to its economic efficiency. Therefore, in the approach of sustainable development of tourism, geo-tourism plays an essential role, and the development of geo-tourism on geo-morpho-sites can be done in the best way after evaluating geo-morpho-sites in a tourist environment. Considering the importance of geo-tourism as one of the essential species in achieving sustainable tourism, the purpose of this research is to evaluate and zoning the geo-tourism capabilities of Tarom County.Research Question(s)At what level are the geo-morpho-sites of Tarom County in terms of management and use, economic, cultural, aesthetic, and scientific values?In terms of the desirability of geo-tourist capacity criteria, what is the state of Tarom County? Literature ReviewThe concept and approach of geo-tourism developed in the late 1980s after the recognition of geologists' schools, universities, and museums in the UK (Hose, 1995; Hose et al., 2011). The term "geo-tourism" was first coined in 1995 by Thomas A. Hughes, a professor of Earth Sciences at the University of Bristol in England (Antic & Tomic, 2017; Grover & Mahanta, 2018). According to Thomas A. Hose (2005), geo-tourism is: "Ensuring the value and social preservation of geological and geomorphological sites and their resources and providing interpretive facilities and services for the use of students, tourists, and other casual recreationists." This definition clearly shows that the main focus of geo-tourism is interpretation, promotion, and conservation, which are all essential elements for the development of geo-tourism. Newsome and Dowling (2010) have stated that geo-tourism is an arrangement of tourism in natural areas that focuses specifically on landscape and geology and their interpretation, promotion, and protection with the help of education (Jonic, 2018).MethodologyThe research method in the current research is mixed (quantitative-qualitative), with a practical purpose and analytical-exploratory nature. In this regard, first, the geo-sites of Tarom County were identified using interviews and field observations. In the second stage, the values of geo-sites were evaluated using the Comanescu capability measurement method. Finally, the geo-tourism capabilities of this county were evaluated using the Fuzzy Network Analysis Model (FUZZY-ANP) and questioning managers and officials, as well as benefiting from They were zoned based on criteria such as height, slope, land use, distance from communication road, distance from county or village, distance from geo-site, distance from river, distance from cultural sites. The statistical population of the research included the managers and officials of Tarom County, and 15 people were determined as the sample size by using a non-random sampling method.ResultsThe research results showed that the geo-sites of Tarom County have high geo-tourism values. Meanwhile, the geo-site of the Valider-Shit River has the highest value, the geo-site of the Ghezel Ozan River ranks second, and the Nowkian River ranks third. Also, the investigation of the geo-tourism criteria of Tarom shows that 46.49% of the studied area is suitable for the development of geo-tourism. On the other hand, the geo-sites with high value in the Comanescu model are consistent with the potential geo-tourism zones resulting from zoning in Tarom County and have an acceptable level. In general, the results of this research can be used as a document in planning and environmental management for the sustainable development of tourism in the studied area by officials and planners.
tourism management
Rahim Zare
Abstract
Since long ago, health tourism has been one of the most attractive and popular. Various causes and factors in creating and developing this type of tourism need to be investigated and verified. The current research has been conducted to analyze and evaluate the critical components in creating sustainable ...
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Since long ago, health tourism has been one of the most attractive and popular. Various causes and factors in creating and developing this type of tourism need to be investigated and verified. The current research has been conducted to analyze and evaluate the critical components in creating sustainable health tourism in Tehran, using the Padin Model to achieve the goal. The research method is a mix that has investigated the issue using the qualitative method of the expert panel and the quantitative survey method. The tools for collecting data and information in the qualitative method are semi-structured interviews and questionnaires in the quantitative stage. Statistical analysis of research data was done using SPSS-26 and Smart-PLS3 software. In the qualitative stage, 15 experts from related fields participated in the panel, and in the quantitative stage, using stratified sampling, 26 experts answered the questionnaire questions. According to the analysis and coding of semi-structured interviews, 71 basic themes, 24 organizing themes, and six global themes were extracted in the quantitative stage while confirming all the components. The values of the economic component were calculated higher than in other cases. According to the research results, health tourism can be among the reliable alternatives in different aspects. Also, it can be a factor in guiding related policies and politics for sustainable tourism development in the future. Introduction Today, people travel for health, fitness, and well-being, not relaxation. In response to this growing demand, countries, health and medical service providers, and hospitality and tourism organizations are adapting to offer a broader range of health, wellness, and medical tourism experiences. Among the factors that encourage health tourists to look for an alternative health tourism destination are the cost of the medical services provided, the medical staff, the medical center’s reputation, and their credibility. In addition, other factors that lead to increased demand for health tourism services are ease of access, travel affordability, and innovative health technologies.Tehran is one of the most important cities in Iran in providing health and treatment services in the region, and it has the most facilities and places for accommodation treatment. It is the capital of the Islamic Republic of Iran. For many years and in different governments, measures have been taken to create sustainable health tourism, but they still need to be managed and planned cohesively. Due to the existence of specialized and skilled treatment staff, the existence of up-to-date and even international facilities in hospitals and residential centers, and the low cost of treatment and leisure time, compared to other countries, this city is considered the primary option in providing health tourism services. Despite the efforts of various officials and stakeholders in this field, it is still observed that there are various challenges in creating sustainable health tourism in this city, which requires further investigation and deepening.On the other hand, it is necessary to use the potential and actual capacities in this city so that in this research, it is possible to create a basis for effective measures to be taken to create sustainable health tourism. On the other hand, despite the importance of this issue and the existence of various research in the field of health tourism, it can be seen that comprehensive research that can analyze the critical components of creating sustainable health tourism in Tehran has not yet been carried out and needs to be done. It has more analysis and deepening. Therefore, investigating and analyzing critical components in health tourism development in Tehran are essential to show future research directions and enrich the health tourism literature. As a result, this study examines the critical components of sustainable health tourism while filling the theoretical gap in this field. It also examines the dynamics of this type of tourism more deeply.Materials and MethodsRegarding practical purpose and methodology, this research is classified as mixed research. First, using the qualitative method of the panel of experts, the components and indicators related to the creation of sustainable health tourism in Tehran are counted and extracted; finally, using the quantitative survey method, each of the extracted items is tested. to comment on their authenticity and approval. The participants of the qualitative phase of the research, who were identified using purposeful sampling, are professors and executive and research specialists in the fields of tourism management, marketing management, urban and rural planning and management, medical service management, regional management, and development, development management, sociology, and management. Fifteen people participated in the panel. Moreover, in the quantitative phase, a questionnaire containing the above components and indicators was sent to experts and specialists in tourism - especially health tourism - to express their opinions regarding their proficiency and approval. The data collection tool is different in each phase. In the qualitative phase, semi-structured interviews were conducted on tourism activities related to health, well-being, and well-being. With nature or environment" were organized in Tehran.Discussion and Results As we know, simply using and implementing a model cannot solve problems. For this reason, there is a need to create local and built models to be by with the spatial and temporal conditions and effectively achieve the goals. Therefore, referring to the items mentioned in the methodology section, using the expert panel method, the critical indicators of this area extracted from the perspective of tourism experts were examined and completed. It should be noted that the Padin Model’s components were considered the primary basis of these indicators and components. With semi-structured interviews of experts, 142 primary codes were extracted, which were categorized into three basic, organizing, and comprehensive themes using Attride-Stirling coding. By adopting the inductive approach, 71 basic themes, 24 organizing themes, and six global themes were extracted, placed in the three economic, social, and environmental dimensions of Padin’s model, and management and political, spatial, physical, and technological components were also added. In the quantitative part, the economic component has a higher rank and value among other components, which shows the importance and sensitivity of this category in the field of health tourism in Tehran.ConclusionsThe global prosperity in medical and health care has made tourist destinations and companies in health tourism an essential part of the tourism industry. This industry, a mixture of medical and health services, leisure, and entertainment, can be among the reliable economic, cultural, and social alternatives. From a theoretical and operational point of view, this study is expected to make a significant contribution to the field of health tourism, and the above findings can confirm this. According to the research findings, each of the themes extracted can be considered as strategies and policies that drive the development of health tourism in Tehran. The collaborative development of the public and private sectors is effective in this field, and the better development of academic cooperation and the health tourism industry can imply "sustainable health tourism" in the city of Tehran.
tourism management
Amirhossein Jahandideh; Ezatollah Asgharizadeh
Abstract
The current research has been carried out to achieve the model for sustainability of the supply chain of Iran's tourism industry with an emphasis on the pandemic conditions of the coronavirus. This research was based on the Qualitative Method and grounded theory strategy. Research data was collected ...
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The current research has been carried out to achieve the model for sustainability of the supply chain of Iran's tourism industry with an emphasis on the pandemic conditions of the coronavirus. This research was based on the Qualitative Method and grounded theory strategy. Research data was collected through semi-structured interviews with 19 tourism industry experts. Data analysis was done during three stages of open, axial, and selective coding and led to the emergence of 438 open codes, 127 concepts, 19 sub-categories, and four main categories in three classes. The results showed that the drivers of supply chain sustainability and the enablers of tourism supply chain sustainability as causal conditions have made it necessary to sustain the tourism supply chain, considering the pandemic crisis. The sustainability of the tourism supply chain can be expected through the correct selection and application of action interactions, which are the sustainability methods of the tourism supply chain.IntroductionAs a result of the global expansion of the pandemic, the tourism industry faced one of its most significant operational, commercial, and financial crises (Strielkowski, 2020). Before the pandemic, tourism was one of the world’s most influential and growing economic sectors. With the emergence of the pandemic, sustainability has become an essential issue in tourism (Bai & Ran, 2022). The researchers found that the pandemic inspired people to think more about sustainability issues, including stakeholder engagement, corporate social responsibility, and the fight for competitive advantage in the coronavirus and post-corona era (Pelikanova et al., 2021).The pandemic shifted the focus from the trend towards the continuous expansion of tourism to the sustainability of the supply chain. Despite the many challenges raised, this crisis has increased the awareness of organizations, citizens, and policymakers towards sustainability and created an urgent need to apply sustainable supply chain management practices (Corsini et al., 2021). However, it is not easy to achieve consensus on sustainable tourism supply chain management practices due to the fragmented nature of tourism destinations and other structural features associated with tourism destinations, and a comprehensive approach to sustainability is needed to gain better knowledge about sustainable business decisions in Tourism sector is needed which is not present in the literature. This research tries to answer the question: What is the sustainability model of the tourism supply chain in Iran according to the pandemic conditions?Literature ReviewToday, organizations must strengthen their competitive advantage to survive in a dynamic and complex market. Considering that there is no more competition between organizations; instead, it is competition between supply chains (Zhao & Hao, 2022), efficient supply chain management has become a valuable way to gain competitive advantage and improve organizational performance (Lee & Fernando, 2015). The supply chain is a relatively comprehensive approach for understanding, analyzing, planning, and managing the dynamics of tourism, and by using it, the sectors and factors affecting tourism can be examined continuously and organized (Ziaei et al., 2016).Gruchmann and colleagues (Gruchmann et al., 2022) associated the success of tourism industries with the necessity of realizing sustainable supply chain management in tourism. In the research community, there is a growing consensus that the evolution towards sustainable tourism supply chains increases the flexibility and resilience of supply chains. In addition, the World Travel and Tourism Council (WTTC, 2020) has predicted the future trends of the tourism industry due to the spread of the COVID-19 disease and, in addition to changing demand patterns, the importance of health and wellness, attention to technology and innovation, to the tendency to He has also pointed towards the sustainable approach in the tourism industry.Sustainable tourism supply chain management is a set of approaches to guide the supply chain of the tourism industry towards sustainability. It adds sustainability to existing supply chain management processes to consider business activities’ environmental, social, and economic impacts. (Soratana et al., 2021).MethodologyThe present study is a Qualitative Method using Grounded Theory Methodology. The participants in the research included experts and informants of the tourism industry, which includes academic, organizational, and professional experts (hotel, restaurant, transportation, travel agency, managers) who were selected by purposive Sampling Method. The Data Collection Method was a semi-structured interview that continued until the theoretical saturation stage, and data analysis was performed using MAXQDA software in three stages: open, axial, and selective coding. ResultsThis research, after studying previous similar documents, researching and familiarizing with the concept of sustainability of the supply chain of the tourism industry due to the lack of a specific model for pandemic conditions, was compiled using the foundation's data theory strategy. During the coding process, 438 open codes, 127 concepts, 19 subcategories, and four main categories were extracted into three classes, and their characteristics were identified. The tourism supply chain considering pandemic conditions by the Stabilization Model is shown in Figure (1), DiscussionDrivers of tourism supply chain sustainability include public pressure, sustainability capabilities, and the changed demand of tourists, and enablers of tourism supply chain sustainability include government support, tourism sustainability policy, social and technological innovation, and development of tourism infrastructure as conditions that necessitate the sustainability of tourism supply chain with respect It has become a pandemic condition. Tourism supply chain by sustainability methods that included customer management in tourism units, supplier management in tourism units, staff management in tourism units, destination management in tourism areas, marketing management of tourism products and services, localization in tourism areas, cooperation with stakeholders in the supply chain, waste, and sewage management in tourism areas and units, and resource and energy management in tourism areas and units can lead to the emergence of sustainable tourism supply chain performance taking into account pandemic conditions.DiscussionDrivers of tourism supply chain sustainability include public pressure, sustainability capabilities, and the changed demand of tourists, and enablers of tourism supply chain sustainability include government support, tourism sustainability policy, social and technological innovation, and development of tourism infrastructure as conditions that necessitate the sustainability of tourism supply chain with respect It has become a pandemic condition. Tourism supply chain by sustainability methods that included customer management in tourism units, supplier management in tourism units, staff management in tourism units, destination management in tourism areas, marketing management of tourism products and services, localization in tourism areas, cooperation with stakeholders in the supply chain, waste, and sewage management in tourism areas and units, and resource and energy management in tourism areas and units can lead to the emergence of sustainable tourism supply chain performance taking into account pandemic conditions.ConclusionThe model obtained in the research is a comprehensive and rich model of the sustainability of the supply chain of the tourism industry, taking into account the pandemic conditions, which is a local model that is from the experts' point of view and can be implemented. The results of this research will help tourism supply chain managers to design and adopt sustainability methods, taking into account pandemic conditions, and it is expected that, in addition to stabilizing the tourism supply chain, it will lead to the prosperity of tourism businesses and the improvement of the livelihood of local communities
Tourism planning
Ghasem Zarei; SeyedAli Naghavi
Abstract
Adequate comprehension of the challenges and influential elements of the religious tourism sector is necessary for its positive development. In this regard, the present research was conducted to present a model that can simulate the development of religious tourism in Yazd province by considering the ...
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Adequate comprehension of the challenges and influential elements of the religious tourism sector is necessary for its positive development. In this regard, the present research was conducted to present a model that can simulate the development of religious tourism in Yazd province by considering the influential factors. A mixed method (qualitative and quantitative) was carried out in this study, and the research method was applied in terms of purpose and descriptive-analytical in terms of nature. The statistical population of this research included 12 theoretical and experimental experts. Questionnaires and interviews were used to collect data with non-random and purposeful sampling. In the qualitative section, the main and sub-categories of religious tourism development in Yazd province were identified using the thematic analysis method. Then, in the quantitative part, the identified influential factors were prioritized using the interpretive structural modeling (ISM) method. Finally, the criteria obtained from the qualitative research analysis were simulated using the agent-based modeling (ABM) method. Based on the research results, 35 initial codes, 12 sub-themes, and six main themes (religious tourism policies, economic, infrastructure, environmental empowerment, marketing, and cultural) were identified. Religious tourism policies were recognized as the most influential factor. Also, the results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province had reached 70%. Based on the findings of this study, it is recommended that tourism managers give particular attention to the influential factors that have been identified as having a significant impact on the development of religious tourism.IntroductionTourism is one of the most significant social and economic phenomena of the modern era, a valuable instrument for achieving development. Religious tourism is among the oldest forms of tourism and the largest market segment for travel. Today, this type of tourism has been able to place itself in the context of global tourism due to its unique structural and functional features, so its sphere of influence covers the whole world (Ghaffari et al., 2022). The vast country of Iran also has blessed places, shrines, and many holy places, which has made it favorable for the development of religious tourism. For this reason, knowing the capacities of the country's provinces is one of the most important influencing factors, among which is Yazd Province, which also has excellent potential for developing religious tourism. Therefore, according to the explanations presented above, this research aims to present a model that can simulate the development of religious tourism in Yazd Province by considering critical factors with a future research approach so that it can play a positive role in helping managers develop religious tourism.Literature ReviewOne of the main types of tourism created to travel to religious locations and fulfill religious obligations is religious tourism (Jamshidi et al., 2019). Religious tourism can be considered the most sustainable type of tourism because pilgrimage and religious tourism have their roots in religious beliefs, and in its specialized sense and beyond dependence on time and leisure, it is an essential factor of human geography in shaping travel, creating concentration and numerous cultural perspectives (Sharma et al., 2023).MethodologyThe current applied study employed a mixed methodology, combining qualitative and quantitative methods with a descriptive-analytical focus regarding the nature of the research. Managers of religious tourism and university faculty members made up the statistical population for this study. Due to the high number of experts in this field and the possibility of not knowing all theoretical experts (university faculty members) and practical experts (tourism managers) by the researcher, sampling by snowball method was continued until reaching theoretical saturation (N=12). Interviews and questionnaires were used to collect research data. The steps of this research are as follows:In the first step, the thematic analysis method, one of the qualitative methods, was used to identify the factors affecting the development of religious tourism in Yazd Province. In the second step, the ISM method was used to prioritize (level) the factors. In the third step, the development of religious tourism in Yazd Province was simulated.In the qualitative part of the research, the validity of the interview using the Q-sort method and its reliability using Cohen’s Kappa index were checked and confirmed. In the quantitative part of the research, the validity of the questionnaires using the relative content validity method and its reliability based on the test-retest method was evaluated and confirmed. Also, experts’ opinions were obtained during face-to-face interviews to check the validity of the Agent-Based Model.ResultsBased on the research results, 35 initial codes, 12 sub-themes, and six main themes were identified. Due to having the highest driving power and the lowest dependence power, the factor of religious tourism policies was placed in the fifth level of the ISM. It was recognized as the most influential factor. Also, the results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province was 70%.DiscussionAlthough with different degrees, all six factors are essential for the development of religious tourism, and their prioritization was only due to greater understanding and recognition of more influential factors. The results showed that at the end of the simulation period, the rate of religious tourism development in Yazd Province was 70%. Therefore, applying the discussed factors can influence the growth of tourism development and be used in the policies and actions of the relevant managers. In line with the results of the religious tourism development simulation, as a general policy, the managers of tourism organizations in Yazd Province should implement the current research model. In this way, the research model is implemented in a specific period, and its ability to improve the effectiveness of religious tourism development is measured if, in practice, the research model leads to development in future periods.ConclusionThe results of this study indicate that managers of religious tourism should incorporate the factors identified into their development plans and plan the long-term horizons of religious tourism around these factors. It is essential to remember that merely incorporating these elements into the plans for development is unlikely to result in complete development; as such, it is imperative to address this problem from a fundamental standpoint and consider other significant influencing factors that are occasionally external to the current system.
tourism management
Narges Larijani; Morteza Shafiee; Seyyed Ismail Najafi
Abstract
The present study aims to identify the cultural strategies of the ecotourism centers of Mazandaran province with an approach based on thematic analysis. This study is practical based on the purpose. The qualitative research approach and the statistical population included 137 narratives related to cultural ...
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The present study aims to identify the cultural strategies of the ecotourism centers of Mazandaran province with an approach based on thematic analysis. This study is practical based on the purpose. The qualitative research approach and the statistical population included 137 narratives related to cultural strategies of Mazandaran province ecotourism centers in online social media. One hundred thirteen narratives were analyzed with the help of theoretical saturation and judgmental sampling. Narratives were manually coded by searching tourism websites and using a three-step open, central, and selective method, and then based on the SWOT method; different points were combined and shown in the form of a network of topics. The results indicate the identification of 10 organizing themes and 75 basic themes regarding the cultural strategies of the eco-tourism centers of Mazandaran province as comprehensive themes. Also, the results show that the cultural strategies of Mazandaran eco-tourism centers include a learning culture strategy, e-learning culture strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy.Introduction Ecotourism is a new type of tourism that appeals to educated and adventurous personalities who enjoy undeveloped and unspoiled natural, cultural, and historical places. Developing ecotourism aims to protect the nature of areas by providing income, protecting the environment, and educating and involving local communities. To develop the culture of ecotourism, the culture of ecotourism centers must be compatible with its strategies. Otherwise, they prepare themselves to face almost a strategic failure. Having multiple strategies is essential to having a successful system. These strategies reflect tangible and intangible organizational objectives and are determined by strategic management. A manager can determine the strategies and how to implement them through strategic management. Then, organizations are evaluated based on the implementation of these strategies. Organizations that implement strategies achieve a high level of performance. In this regard, identifying the cultural strategies of ecotourism can be one of the essential steps in moving the ecotourism cycle forward and introducing potential capabilities. Through cultural strategies, plans to strengthen the region's potential and development can be effectively advanced. Therefore, the main objective of this research is to identify the dimensions of cultural strategies of ecotourism centers in Mazandaran province. MethodologyThe approach of this research is qualitative, and its strategy is narrative analysis. The statistical population includes all narratives related to the cultural strategies of ecotourism centers in Mazandaran province (websites and blogs), which amounted to 137 narratives, and the sample size was estimated based on the logic of the judgmental sampling method. To achieve this goal, all published narratives on websites and blogs were first examined to determine the author and date of composition. Additionally, websites and blogs containing narratives about ecotourism centers in Mazandaran province were categorized. Then, these media were examined based on their communication channels and accessibility to their managers and audiences, the level of visitors, and the presence of electronic trust symbols. Those lacking such features were excluded from the research domain, and only 113 selected narratives were considered. After identifying the themes, they were manually coded in three open, axial, and selective coding stages and displayed on the thematic network. In addition, sub-strategies were also presented based on the SWOT Method and by combining different points. Discussion and conclusionIn this study, in response to the question raised, using the narrative Analysis Method and three Open, Axial, and Selective Coding Methods, as well as the SWOT Model, ten organizational themes, 75 basic themes, and one overarching theme, namely the cultural strategies of ecotourism centers in Mazandaran Province, were identified and displayed on the thematic network. In response to the main question, the results indicate that ecotourism centers should focus on the cultural learning strategy to attract tourists. Additionally, the results show that the electronic cultural learning strategy, food tourism culture strategy, and creative tourism culture strategy are cultural strategies that previous research needs to pay more attention to but are important for ecotourism. In addition, the green culture strategy is another strategy that previous research has primarily referred to as a green strategy in other statistical societies and not in tourism industries or ecotourism centers. Although it has similar indicators and criteria, such as health, non-pollution, cost-effectiveness, and adherence to environmental commitments, none have been referred to as a green cultural strategy. The social-cultural strategy is another dimension of cultural strategies of ecotourism centers in Mazandaran Province. Another result was the artistic and cultural strategy, which, although previous research has focused on various arts to attract tourists to ecotourism centers, has yet to be referred to and examined as a cultural strategy. Finally, the results showed that the economic, cultural, and cultural marketing strategies are other dimensions of the cultural strategies of ecotourism centers in Mazandaran Province.ConclusionOverall, the results showed that ecotourism centers that intend to improve their performance could use cultural strategies such as the learning culture strategy, electronic cultural learning strategy, technology application culture strategy, creative tourism culture strategy, food tourism culture strategy, green culture strategy, social-cultural strategy, artistic, cultural strategy, economic, cultural strategy, and cultural marketing strategy to achieve their objectives.
tourism management
Ayoub Pazhouhan; SHahin Behvar; Hojat alah Maleki
Abstract
The current research was conducted to design and explain the development model of creative rural tourism in the target villages of Kermanshah province. The research is of a qualitative type and based on database theorizing. The studied community comprised villagers of tourism target villages, managers ...
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The current research was conducted to design and explain the development model of creative rural tourism in the target villages of Kermanshah province. The research is of a qualitative type and based on database theorizing. The studied community comprised villagers of tourism target villages, managers of ecotourism houses, village councils, local experts, university professors in the field of tourism, and key informants. Sampling has been done using targeted and snowball methods. Based on this, 23 interviews were conducted with the research participants, and theoretical saturation was achieved in 19 interviews. Data were collected using in-depth semi-structured interviews and analyzed using Strauss and Corbin's strategy. In order to measure the validity and respect the qualitative features of the research, accreditation, and data during the interviews, Lincoln and Goba's four criteria (credibility, transferability, reliability, and verifiability) were used. The reliability of the research was calculated using Holstein's reliability formula (82%). The results of the inductive content analysis identified 120 primary codes, 32 central codes, and six factors during three open, central, and selective coding procedures. Finally, the model of creative rural tourism was designed and presented, in which "creative rural tourism" was selected as the central phenomenon affected by the causal factors of the research. Contextual and intervening factors, together with the central phenomenon, shaped creative rural tourism development strategies and consequences such as increasing private sector investments, driving income from cities to villages, preventing migration to cities, increasing employment rates, returning to villages and cultural development, and a sense of cooperation were identified in the area.IntroductionRaymond and Richards presented the first definition of creative tourism in 2000. They described it as follows: "A type of tourism that gives visitors the opportunity to develop their creative potential through active participation in the learning and experiences they gain from the characteristics of the destination." The United Nations Educational, Scientific and Cultural Organization (UNESCO) defined the concept of creative tourism as follows: Creative tourism is travel that leads to an engaging and authentic experience, with participatory learning in the art, heritage, or special features of a place. It is directed and provides a proper connection with those who live in this place and create this living culture. In Kermanshah province, 14 villages are the target of tourism; for example, we can mention the villages of Kandoleh, Piran, Shalan, Shamshir, Hajij, Khaneqah, and Najobran. Considering the many benefits that the booming tourism industry can bring to the province and the target villages of tourism, it is necessary to pay more attention to the tourism industry in this province, as it can be said that this industry can, in addition to turning the province into the tourism pole can provide one of the axes of all-round development of the province. Therefore, the current research is looking for a way to promote tourism in rural areas to achieve sustainable development by spending less money and using local facilities, and to achieve this goal, creative tourism in rural areas has been investigated. According to the above information and the tourism potential of Kermanshah province, especially the target villages for tourism in this region, they can create conditions that attract domestic and foreign travelers and tourists and provide employment. It will raise the area and ultimately boost the business. Finally, this research seeks to answer the question, what is the pattern of creative tourism in the target villages of Kermanshah province, and what dimensions and components does it consist of?Materials and MethodsThe current research is qualitative in terms of paradigm, developmental-applicative in terms of purpose, and exploratory and ground-theoretical in terms of method. The community of the research studied was comprised of experts in creative tourism. Based on this, 23 semi-structured and in-depth interviews were conducted with key informants using purposeful sampling. The data were analyzed using Strauss and Corbin’s systematic approach. In order to analyze the data, three types of coding are used, which include open coding (creating concepts and categories), axial coding (identifying the core category, causal conditions, contextual and environmental conditions, intervening conditions, strategies, and consequences) and selective coding (creation of theory). In order to measure the validity and comply with the qualitative features of the research, validation, accuracy, and robustness of the data, the four criteria of Lincoln and Goba, such as reliability, transferability and appropriateness, reliability and stability, and verifiability, were used. The reliability of the research was also calculated using Holsti’s coefficient of reliability formula, and 82% was obtained, indicating adequate reliability.Conclusions Based on the research findings, government planners and private companies should consider creative rural tourism due to its role and importance in increasing employment and sustainable rural development. Therefore, in the tourism target villages of Kermanshah province, by creating suitable infrastructures and providing welfare and recreational services for travelers, conditions can be created that attract domestic and foreign travelers and tourists, increase employment in these areas, and ultimately lead to prosperity. Small and medium businesses in the mentioned areas. In this regard, using the basic theory, the current research investigated the influential factors on the development of creative rural tourism.Summarizing the findings of the qualitative part of the research confirms the fact that by creating communication links between policymakers and the local people of the region, changing the structure of tourism in the region, providing a suitable platform, and identifying tourism capacities in the region and its development in different dimensions (employment, quality of life, preservation of cultural and historical heritage, increase in health level), the ground for creating creative rural tourism in Kermanshah province is provided. However, among these limiting factors are laws and regulations, educational barriers, lack of specialized human resources, organizational and structural barriers, and more Internet and virtual space to advertise and introduce the region to tourists. Strategies and measures that can work in this field include the scientific development of tourism and the use of scientific technology and tools, advertising and introducing the tourist area, creating motivation and paying attention to the interests of tourists, paying attention to the relative advantages of the region, developing rural tourism infrastructure, creating culture, training and holding exhibitions to introduce products. Moreover, the local production of the tourism area, if these measures are realized, the private sector investments will happen in these areas, the result of which is an increase in the employment rate and driving the income to the villages, and a decrease in the migration rate from the village to the city, and an increase Migration is counterproductive and creates cultural development and a sense of cooperation in the region.
