Tourism Management Studies

Abstract Green tourism, as a sustainable approach, focuses on preserving natural resources, reducing environmental impacts, and improving the quality of life in local communities. This study analyzes the effect of green tourism on the welfare of Shiraz’s historical fabric from 2011 to 2024 using Bayesian and generalized method of moments models. Findings indicate that among nine explanatory variables, “transport infrastructure,” “education level,” and “environmental awareness and training” have the greatest impacts. “Transport infrastructure,” with a probability of 0.9805, is the most influential factor, enhancing accessibility and quality of life. “Education level” (0.6724) and “environmental awareness” (0.5324) also show positive and significant effects. Economically, “gross domestic product” (0.1922) plays the most notable role, as a 1% increase leads to a 3.82% rise in welfare. The study’s innovation lies in its integrated analysis of economic, social, cultural, and environmental dimensions within the framework of green tourism

Abstract Governance plays a vital and determining role in achieving the smart development of rural tourism destinations. Effective governance not only guides policies, programs, and macro-level decision-making, but also ensures social justice, institutional transparency, and the efficiency of executive processes toward sustainable and smart development of rural tourism destinations. Accordingly, the present study aims to contribute new insights to the emerging field of smart tourism destination governance by analyzing residents’ perceptions of smart governance components in rural tourism destinations. The research employed a descriptive–analytical method. Ten tourism-targeted villages in Qom province were investigated. Data were collected through a survey method using a researcher-made questionnaire. The current status of the “level of smart governance in rural tourism destinations” was quantitatively assessed based on the United Nations Economic and Social Commission for Asia and the Pacific (UN-ESCAP) model, encompassing eight dimensions and 33 indicators measured on a Likert scale.

Abstract This research aims to identify the dimensions of MTEs within the context of ecolodges in Isfahan County. The study employs a descriptive-analytical survey method using an exploratory mixed-methods approach. In the qualitative phase, the dimensions of tourists' memorable experiences in ecolodges were identified through thematic analysis. Data were collected using semi-structured interviews with 17 tourists who had stayed in ecolodges, employing purposive , and were analyzed using MAXQDA software. In total, 31 codes, 7 categories, and 3 themes were identified. Then, a questionnaire based on the extracted codes was designed to validate the structure and distributed among 310 tourists. The data were analyzed using SPSS software and exploratory factor analysis. The results revealed that MTEs in ecolodges possess a seven-dimensional structure comprising: “authenticity of local and traditional Life,” “local sensory pleasures,” “sense of novelty and escape from daily routine,” “social interaction and learning,” “sustainability experience,” “nostalgic sense,” and “memory perpetuation.”

Abstract Coopetition, defined as the simultaneous engagement in cooperation and competition among rivals, has become a key approach to value creation in the hospitality industry. This study addresses a theoretical gap in marketing mix design within coopetitive environments by developing an integrative framework. Using an inductive qualitative methodology, the research analyzes twelve prominent hospitality cases through a multiple‑case study approach. The findings introduce the coopetitive marketing mix model (7Co‑o-M‑M), consisting of seven interconnected dimensions: co‑agreements, co‑resources, co‑product, co‑distribution, co‑promotion, co‑pricing, and co‑customer orientation. These dimensions operate within a hierarchical structure where co‑agreements and co‑resources serve as foundational enablers that strengthen operational components. This interaction ultimately leads to coordinated pricing as a systemic outcome, while co‑customer orientation emerges as a synergistic consequence. By extending marketing logic from the firm to the ecosystem level, this study provides a comprehensive empirical model to guide managerial decision‑making and advance future research on coopetitive marketing strategies.

Abstract Dark tourism, focuses on visits to destinations associated with death, disaster, and suffering. This study employed scientometric analysis and thematic clustering to examine patterns, research gaps, and emerging topics. The dataset comprised 1,293 sources (books, articles, and book chapters) from Scopus (1988–2025), analyzed using VOSviewer for keyword co-occurrence mapping. Findings revealed that "dark tourism," "cultural heritage," and "death" exhibited the highest frequency and link strength. Temporal keyword overlap revealed evolving trends, with concepts such as sustainability, collective memory, and well-being gaining prominence after 2020. Existing research predominantly focuses on specific events while neglecting cross-destination comparisons. Major gaps include a shortage of qualitative studies, insufficient attention to ethical and environmental dimensions, and the limited role of digital technology. Emerging themes encompass dark tourism in the digital age, climate change impacts, mental health, human rights, and urbanization.

Abstract The lack of use of ecotourism capacities in Iran, despite numerous biological, cultural and historical attractions, has caused a waste of national capital. The aim of this research is to identify the weaknesses and challenges between ecotourism centers, digital marketing and media advertising in order to strengthen the tourist attraction process. The research was conducted with a qualitative approach and data-based theory. Data were collected through semi-structured interviews with 14 experts using purposive sampling and analyzed with open, axial and selective coding. Reliability of 0.76 and convergent validity were confirmed. The findings introduced three new components of “media meta-reality”, “media design for interaction” and “interaction enrichment” to the digital marketing communication model. The proposed model can lead to outcomes such as increased tourist satisfaction, enhanced word-of-mouth marketing, increased interaction on social media, and improved tourist return rates, the quantitative validation of which is recommended for future research.

Abstract Tourism plays a role in economic growth. in certainty, tourism is more stable. in uncertainty, fluctuations in tourist behavior increase. This study examines the impact of uncertainty on demand in Iran, utilizing data from the years 2011 to 2024 and employing a fuzzy regression approach. The model estimates right, middle, and left fuzzy spreads for each variable. it considers inflation, GDP growth, GDP per capita, political stability, financial balance, trade openness, financial development index, and democracy. Results show that political stability (0.746), trade openness (0.113), GDP growth (1.142e-09), and inflation (0.53) affect religious tourism demand. For non-religious tourism, trade openness with a fuzzy coefficient of (5.01e-11), followed by GDP growth (3.98e-11) and per capita GDP (4.255e-11), are identified as the most important factors affecting demand. inflation (1.45e-10), political stability (0.808) and trade openness(5.01e-11) show different impacts. Findings highlight the importance of managing uncertainty to achieve tourism development.

Abstract This study aims to explore the role of blockchain technology in personalizing guest experience in Tehran hotels. The research is applied in purpose and qualitative in nature, conducted through a meta-synthesis method based on Sandelowski and Barroso’s (2003) framework. A systematic search led to the selection of 62 articles out of 500 initial records. Additionally, 13 semi-structured interviews with hotel managers, blockchain experts, and tourism professionals were conducted using purposive sampling. The data were analyzed through thematic analysis following Braun and Clarke’s approach supported by NVivo. The results show that blockchain, through perceptual–emotional, technological, and structural–process dimensions, enhances trust, security, service efficiency, and alignment with individual preferences. Despite challenges such as high implementation costs and unclear regulations, gradual blockchain adoption can create personalized services and provide competitive advantages for Tehran hotels.

Abstract Water-based tourism, relying on water resources and infrastructures, can enhance regional economic diversification, job creation, and sustainable development, particularly in arid areas. South Khorasan Province, despite water scarcity, contains diverse water-related attractions, many of which remain underutilized. This study aims to identify key indicators for water tourism potential and prioritize suitable areas using a fuzzy approach and Fuzzy TOPSIS. Data were collected through document review, official statistics, field visits, and consultation with 30 experts. Six priority areas were identified: land at the beginning of Amirshah Road, Nahreen Reservoir, Farkhi Reservoir, Dig Rostam Hot Spring, Gavab Natural Pond in Khusf, and Siahu Reservoir. The findings provide a scientific basis for planning, guiding investment, and promoting targeted development of water tourism in the province and other arid regions.

Abstract This study addresses a critical research gap by identifying and prioritizing the key success factors (KSFs) for developing Iran's medical tourism sector within the unique constraint of international sanctions. Employing a robust hybrid methodology—fuzzy Delphi for expert consensus and the DANP model for causal analysis—the research integrates insights from industry experts and hospital managers. It identifies five pivotal KSFs: medical infrastructure, healthcare service quality, impact of sanctions, branding and marketing, and patient networks. Crucially, the analysis reveals medical infrastructure as the most influential dimension, exerting the greatest causal power on the system. A key finding is that indigenous strategies can mitigate some negative impacts of sanctions. The study provides an integrated strategic framework, emphasizing infrastructure strengthening and factor synergy, to guide policymakers and managers in resource allocation and strategy formulation for sustainable sector growth under complex geopolitical conditions.