نشریه گردشگری و توسعه
سال هشتم شماره 1 (پیاپی 18، بهار 1398)

One of the needs of any field of study is to identify existing trends and to examine the theoretical gap between previous studies in order to identify future studies of each field. Study on tourism is also no exception. Therefore, the aim of the present study is to investigate the research done in the field of tourism from thematic and methodological aspects, to identify the existing fissures and identify the direction of future research in the field of tourism. The main approach of the present study is qualitative and based on documentary studies and its statistical community, all articles of scientific and research published from 2012-2017 were tourism research journals (373 articles). The results showed that from among all types of tourism based on destination, urban tourism; from all kinds of tourism based on the type (nature) of activity; natural tourism; and from all types of tourism based on the subject, cultural and artistic tourism (heritage tourism) Most studies have been devoted to it. Also, methodologically, quantitative, applied studies, data from the questionnaire, a study between the domestic tourists most studies have been devoted to itself. Based on the results of the research, It is suggested that tourism journals, with the allocation of numbers for specific topics, aim to bridge the gap in the domestic tourism studies.

Strategic alliance formation in the service industries like tourism, in on hand, based on accelerating competitiveness in commerce world and on other hand, due to the special industrial features, are expanding. Meanwhile, the formation of such alliances in some tourism branches like medical tourism is more important because of two fields are engaged here; Tourism and medical. However, there seems to be little research about strategic alliances formation in this industry. Here, one of the important ignored issue is organizational features impact on medical tourism strategic alliance formation. Hence, the purpose of this study was to identify a network of themes related to organizational characteristics affecting the medical tourism strategic alliances formation at Iran. To this end, 17 medical tourism experts have been recognized by snowball sampling. Data have been gathered through semi-structured interviews and analyzed with Maxqda10 software based on theme analysis. Interview’s results analysis shows influential organizational features can be recognize in the three organizing themes including organization strategic view, organization management, and organization structure features

Electronic tourism is one of the newest types of tourism. The virtual tour is part of the e-tourism, which aims to eliminate temporal and spatial constraints. Panoramic photos are one of the main components for making virtual tours. Nowadays, given the fact that technology has made a lot of progress, there are few panoramic photos from different regions, and usually special people create panoramic photos for the particular usage. On the other hand, given the high quality of photos by advanced technology, these photos have created the potential for producing panoramic photos. Panoramic photos can create by combining multiple images together by matching algorithms. Each of these algorithms has a different accuracy in different situations, and most of these methods are not evaluated for panoramic photos. The purpose of this paper is to investigate various methods and algorithms for categorization of these methods and to find the appropriate method for the preparation of panoramas in tourism. In this regard, how these algorithms function in different situations between images such as transition, rotation and scaling is investigated in order to get the panoramic photos of the same region and choose the best method of evaluation. For this purpose, different matching methods were first investigated. Then, four algorithms were evaluated on panoramic photographs in imposed by different conditions such as fish eye distortion, salt and pepper noise and various scaling. The results show that the SURF algorithm in most situations obtained better results in less time compare to the other three algorithms.

Interaction of hotel industry with the climate is like a relationship between the baby and the hug. The present research aims to Measure the attitude of hotel industry managers in Ramsar tourism destination regarding mitigation-adaptation Measures toward climate change and prioritizing these measures. This research is applied in terms of purpose and in terms of method is descriptive. The statistical population of the survey was the managers of Ramsar tourist destinations. The required sample size was 384 by the Cochran formula. To sampling was used convenience sampling method. Data were collected through a questionnaire. The validity of the questionnaire was confirmed by formal validity and its reliability was confirmed by Cronbach's alpha (0.887). Data analysis was performed by using SPSS24 software. The result showed that hospitality industry managers in ramsar tourist destination have only a positive attitude to mitigation measures against climate change. In this regard, managers' priority was, respectively, with mitigation measures and then adaptation measures. Also, in mitigation measures, priority was given to implementing "the rational use of energy and improving energy efficiency in hotels.

Women employment is considered necessary and important as the half of the workforce. On the other hand, tourism as a profitable industry provides the basis for creating different jobs in various fields. According to the effective role of tourism in women employment and in achieving sustainable development in the country, in this study, we investigate the opportunities provided by this job by using the experiences of women tour guide. The methodology in this study is qualitative and by using the Grounded Theory. Data are collected by interviews and observations. Sampling method is targeted with maximum diversity (women tour guides, input, output, internal, single, married, single-parent, divorced) with theoretical saturation criterion. The collected information is analyzed by coded interviews (open, selective, and pivotal) and the collected concepts and categories. The most important category in this investigation is “job Opportunities of tour leader's Phenomenon for women” which covers other categories. The findings indicate that 10 propositions on the phenomenon of "social opportunities caused by the employment of women in the tour guide" can show that the open work environment provides to free from femininity infrastructures and from the critical conditions of life and from everyday life and to obtain financial advantages, self-fulfillment, and to increase social efficiency, dignity, Redefine of motherhood and wife roles and gender modification.

The purpose of this study is to investigate the effect of hotel brand experience on tourists’ perceived value and brand strength. This research is descriptive and of survey type. The statistical population of this research consists of Iranian tourists of 4 star hotels in Shiraz in summer 2018. Available and clustering sampling methods have been used. The structural equations modeling sampling formula (5q≤n≤15q) has been used to determine sample size. According to 26 question of questionnaire and this formula, minimum sample size was 130 and maximum sample size was 390, and finally 310 questionnaires were collected. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. The findings of this research show that hotel brand experience effect on financial perceived value, functional perceived value and social perceived value. But, hotel brand experience doesn’t effect on individual perceived value. Financial perceived value, functional perceived value and social perceived value effect on individual perceived value. Eventually, individual perceived value effect on brand strength.

Today, despite the intense competition that exists in the restaurant industry, it is inevitable to adopt marketing innovations for customer satisfaction. Most companies are looking for interactive, words of mouth and internet-based advices from their customers to improve their brand equity. Therefore, in this research, according to the importance of marketing innovation and the role that customer satisfaction can have on oral and online advice, we seek to create and improve brand equity in the restaurant industry. The population of this research is customers of Kashan's restaurants who were selected by cluster sampling of 185 people and distributed among them. Structural Equation Modeling (SEM) with partial least squares (PLS) was used for data analysis. The results of the test of hypothesises showed that marketing innovation has a positive and significant effect on the interactions of oral and online advice. Also, customer satisfaction has been able to play a moderator role in the relationship between marketing innovation and interactions with the oral and the Internet. Also, the results showed that oral and online advice interactions had a positive and significant effect on brand equity. The other results of this research confirm the role of the mediator of oral marketing and internet marketing in the relationship between marketing innovation and brand equity.

The purpose of this study was to analyze the effect of supplier's effort and consumer effort through consumer experience in order to reach the satisfaction of hotel visitors in Ahvaz. The purpose of the present research is to apply in applied research group. It is descriptive and descriptive in the field of survey scrutiny and correlation. In this research, the supplier and consumer efforts are considered as independent variables and consumer satisfaction as a dependent variable and consumer experience as an intermediary variable. The statistical population of this study is the visitors of hotels in Ahvaz city. The sample size of the study was obtained using Cochran's formula. 384 people were selected by cluster sampling.The data collection tool was a questionnaire. The reliability of the questionnaire was determined using Cronbach's Alpha coefficient and combined reliability, and the validity of the questionnaire was confirmed using convergent validity and content validity using the knowledge of experts familiar with the subject. SPSS22 and AMOS22 software were used to determine the correlation and analysis of data. The results of data analysis have led to confirmation of all research hypotheses: the supplier's quest has a positive and significant effect on consumer experience; consumer efforts have a positive and significant effect on consumer experience; consumer experience has a positive and significant effect on consumer satisfaction. Also, the results indicate that consumer experience facilitates the relationship between consumer and supplier efforts with consumer satisfaction.

Human resource management can play an important role in successful branding, but little attention is paid to it. The present study was aimed to investigate the effect of brand-centred human resource management on consumer based brand equity with mediating roles of person-brand fit and Brand citizenship behavior. This study is a descriptive-correlation one from research methodology perspective. The statistical population includes employees and customers of 20 hotels in Shiraz city. The sample size has been calculated through Cochran formula and a sample of 142 supervisors, 346 employees, and 384 customers has been selected through convenience method. In order to collect the research data, the standard questionnaires were used, that Cronbach's alpha coefficient and composite reliability were calculated for brand-oriented human resources management (0.75, 0.85), person-brand fit (0.79, 0.88), brand citizenship behaviour (0.73, 0.84), and consumer based brand equity was obtained from the customer (0.74, 0.86) respectively. Harman’s single-factor test show that the measures are free of common method variance. Hypotheses were tested using hierarchical linear modeling. The results indicate that brand-centred human resource management has positive effects on person-brand fit and brand citizenship behavior. At the individual level Person-brand fit has positive effect on brand citizenship behaviors. In addition, organizational-level brand citizenship behavior mediates the relationship between brand-centred human resource management and consumer based brand equity. Therefore, hotel officials should pay particular attention to the brand and its values when selecting, training, developing, evaluating and rewarding employees.

Value creation for destinations works as a leverage that increase the entrance of tourists. Considering the importance of the above issue, the present study examined the existing models on branding, brand management, brand development and re-branding in the tourism industry. At first, content analysis of about 50 models was investigated. After extraction of structures, the grounded theory method was used to construct the concepts and their subsequent categorization. Finally, the paradigmatic model consists of five main axes: the causal and context conditions, strategies, intervening conditions, and the consequences were designed. In the following, strategies of the model in Yazd were investigated using structural equation method. The statistical population consisted of all students, professors and experts in the field of Yazd brand. Due to the large size of the statistical community and the lack of access to all by Non-random sampling method availablel, about 385 questionnaires were distributed. Cronbach's alpha method was used to assess the reliability of the questionnaire and the face validity method was used to assess the validity of the questionnaire. Then, by using the structural equation model, the model was examined and the results of the test confirmed the appropriateness of all the hypotheses and indicators of good fit of the model indicating the suitability and compatibility of the model with the obtained data.

Travel is a small but meaningful word that has been associated with humanity since the beginning of creation. If you travel to the name of a tourist and study it from an economics perspective, we will face one of the most profitable industries in the international arena. In this regard, tourism offices have a significant share in this area. This research was conducted to evaluate the quality of service of tourist offices using the SERVQUAL methodology, which is a tool for measuring the quality of services and identifying and analyzing existing gaps between expectations and perceptions of service recipients. The statistical population of this study was 384 people who were referred to tourism service offices in Yazd city. The results of the research indicate that there is a significant gap between the expected services and the services provided to customers by these offices in all five dimensions of service quality. With these results, the tourist service offices have not been able to cover the expectations of customers in this dimension, so these offices should try to reduce these distances.

While the contributions of online technologies to tourism industry and consumers have been largely researched, little research attention has been paid to the possible negative aspects, such consumer confusion in the website. Consumer confusion has negative consequences such as abandon the purchase that is the worst case for tourism website. The purpose of this study was to identify and investigate the potential antecedents of consumer’s online confusion focusing on online purchasing tourism products. Data for this study were collected through questionnaires from 382 tourism website users that buy tourism product from this website and Structural Equation Modeling was used in order to test model using smart PLS software. The findings confirm the influence of individual characteristics, website characteristics and services and product characteristics on consumers’ confusion. The main recommendation of this research is that the marketers and managers of the website should concentrate on security of the site and improve it.