نشریه گردشگری و اوقات فراغت
پیاپی 1 (بهار و تابستان 1392)

Tourism regards as one of the most important ways for developing and growing economy in the world, but because of abundant reasons it does not find real position in Iran. Hereon, the city of Kashan in spite of having proper geographical and historical conditions and Iranian original architecture, historic homes, mosques, ancient hills, crafts, special rituals like Glabgyry and qali shuyan, and plenty of other historical, cultural and natural, could not in consistent with the very high potentials transform its tourism industry. The purpose of this study is surveying the advantages and limitations in the development of Kashsn tourism centers and selecting appropriate strategy in order to outreach tourism industry in the area. This research based on combinatory model of SWOT strategic analysis and QSPM strategic planning model, deals with surveying library study findings and results of one field scrutiny via questionnaires distribution among tourists, and interviewing with tourism experts, as well. Analysis of SWOT model shows the city despite having the capacity to change into one tourism sample area in national and international level, faces with multiple decision makers, management weaknesses, the lack of stability in the area tourism management, inadequate physical and environmental infrastructures, as major obstacles in order to achieve this goal. At the same time, QSPM selected strategies prioritization matrix indicates out of five chosen strategies, the strategy entitled “Emphasis on the Development of Cultural- Historic Tourism, because of the Comparative Advantages of this Type of Tourism in the area” is of high priority than other the strategies.

Today management is necessary in all aspects of economic and social activities and is a key element to doing works. Destination management plays an important role in achieving the goals of development in tourism. As a key factor in determining the competitiveness level of destinations, this element is responsible to maintain and sustain social-cultural, economic and environmental resources of destinations.The purpose of this paper is investigating quality of destination management for achieving the competitive advantages in Chabahar Region. It has been conducted in 2009-2010. Contributory factors to the destination management such as marketing, visitor management, research, pricing, technology, cooperation between public and private sectors, crisis management and so on, were investigated in the region. These factors were selected on the base of Crouch and Ritchie’s Model (1999). The results show that “product development, marketing and introducing” is the most important factors. All the factors have low quality in the region.

Assess mentand explore the relationship between sellers behavior in marketing in order to present an acceptable behavior model for expanding the tourism caused by trading is reason in order that to analyze, their commercial behavior (as part of the host community) in relation with the tourists desirable marketing so that to assess how they think about what tourism have or could have had for them.so ultimately, in the planning process that presents solutions for developing tourism in market and eliminating business people problems and concerns associated with the tourists in Tehran historical market can be used. So, merchants handmade carpet guild of Tehran historical market has been tested. Since Tehran historic market is among tourism destinations, variables extracted from the host society business behavior literature in desirable marketing are some good instances which influence the host communities. Since Tehran market is functioning in terms of economy culture and socially, has always been at the heart of the Iranian capital, has been of a particular importance. The reason for selecting the merchants handmade carpet guild as the target population has been that they have had the highest number of retail accounts among operative businesses in bazaar. And also at the same time, because of attractiveness of handmade carpets for tourists, this guild has more interactions with tourists and benefits more from tourism development in the market. Strategy of this study was quantitative-qualitative and the statistical population are containing Tehran merchants handmade carpet guild has been with 100 persons. that by using of cocaranformuld became acconts. tools for data collection were methods of library and squery (questionnaires) and statistical techniques was used for questions analyze, to refute or verify the hypothesis. Results showed that without presence of a systematic behavior pattern for optimal marketing in the Tehran bazaar, between vendors behavior and tourists frequency of visits to shop, a significant positive relationship exists.

Tourism has been recognized as a human activity and high growth industry in recent five decades. Tourism has demand and supply sides and includes special products with features distinct from other economic activities and has positive or negative social and economic effects at national and international levels. Research in the field of Tourism Economics has begun in the mid 1960s. During the last 50 years there is a considerable growth in tourism studies and practically, publication of scientific journals in the field of Tourism Economics has led to further researches. In the last few years, Tourism Economics at doctoral level has been considered as an independent discipline in Iran. There is not any comprehensive research on Tourism Economics Literature, hence this paper aims to review literature of Tourism Economics and to study development trends of theoretical issues and methodologies. Since a similar work by the same authors has collected studies on demand side and forecasting the demand, this research includes only studies on Tourism Destination Economy together studies in Iran and avoids of similar cases.

Tourism industry is one of the top income-generating activities and employment in the world in 2011. This industry has been able to equal 1,030 trillion dollars revenue for world tourist destination markets in 2011. According to the World Tourism Organization forecasts, future of economy market and world international trade, particularly in 2020 with the number 1/360billion tourist arrivals and 1/809 billion people in 2030, belong to the tourism industry. While in 2020 totaled 717 million and in 2030 amounting to 1/037 billion tourists will travel to developing countries. It's an opportunity for these countries that most of them are suffering from the social and economic phenomena unemployment and lack of sufficient revenue. Nowadays from 983 million tourists, over 450 million people traveling to developing countries. The main research question in this context is: where is the situation of the Islamic Republic of Iran in this great international tourism market, and how we can use from these resources due to the unique tourism resources, benefit national interestsand contribute to the country's crisis-hit economy? In this study, researcher has attempted to describe the analytical methods and the use of library documents,Also, according to statistics provided by the World Tourism Organization in 2012, in a adaptive comparison,In addition to reviewing and studying the conditions prevailing on the world tourism market, check the status and place of Iran and provide ways for effective participation in the market.Findings suggest that if upon the scientific principles of marketing, we can not change our capital to competitive and particular advantage products, definitely we can not an appropriate share of the market gained and only regret missed opportunities for officials and the public will remain.

In the recent decades, the importance role of intangible assets has been simultaneity intensified with increasing competitiveness. Brand as most important differentiating factor and generating competitive advantages is one of them. Since overall performance and brand performance of a company have positive correlation, continuously measuring and evaluating brand performance, as a powerful management tool, can help managers in achievement of general and strategic organization objectives. Due to its multidimensional nature, researchers have introduced a variety of measures and criteria for measuring the brand according to their requirements and viewpoints, but still there isn’t any standardized or unique approach. Therefore, this paper, by extensive literature review, tries to coherently aggregate and categorize almost all the major criteria and measures so far have been developed for brand performance. These measures divided into three main groups including short-term, long-term and combined measures. First category consists of financial and market measures, and the second one includes measures mainly regarding to consumer and customer perceptions and behaviors. Brand valuation models which are combination of measures of first two categories have been brought into third group.