نشریه گردشگری شهری
سال دوم شماره 2 (تابستان 1394)

In two last decades, after appearance of Sustainable Development (SD) in tourism industry, growing concern was declared about unfavorable effects of Tourism in scientific and executive and national and international levels. To do this, many studies and executive actions have been done on SD concept and its evaluation models. As these actions occurred, results of going to sustainability are inappropriate. In other hand, Earlier studies in Iran show existence of great challenges in achieving SD of tourism especially in historical- cultural building. Hence, this study tries to by using descriptive-analytical approach with emphasis on documental and field surveys, evaluates tourism sustainability of "Khaneh- Kurd" building as one of historical and cultural buildings of Sanandaj. To do this, in addition to collecting primary data of this place, a questionnaire has distributed among tourists for gaining information about their produced wastes and fuel consumption. Regarding to 11034 annual tourists, size of statistics sample was estimated 371 people with the formula. In this research Ecological Footprint (EF) model has been used to assessing sustainability level. This model can establish level of sustainability quantitatively by determining amount of land which provides needs of tourists. Results of this paper have shown that the level of tourism EF for Khaneh- Kurd building in 2012 was 1783.39 global hectares. Regarding to 3850.6 hectares area of this building, we can say that this place havent coefficient ability for compensation of tourism environmental pressures and need to backer spaces for the compensation. Among varied parts of EF, fuel consumption of transportation has most level of EF.

Todays, tourism industry, specifically that of ecotourism, as a new strategy in the development of symbiosis of human and society in order to establish economic attainment, has found an evolving place in the development of areas. This development necessitates enough knowledge of the effective economic, social and cultural issues and factors in each area. Covering 1555 hectares, Abidar Jungle Park is located on the west south of Sanandaj province. It has relative advantages due to natural attractions. Present study tries to investigate the internal factors (cons and pros), external factors (opportunities and threats) as well as providing the ecotourism development strategy for Abidar Jungle Park. For this purpose, SWOT eclectic model and analysis network process (ANP) are employed. ANP allows for the measurement of the conditions governing strategic factors. Network model presented in this study, is composed of four levels: target (best strategy) in the first level, SWOT factors and SWOT sub-factors in the second and third levels, appropriately, and strategic options in the fourth level, for the purpose of analysis. To determine the effect of SWOT factors, following the ANP method, a questionnaire of paired comparison with nine measures was developed and completed. Super Decision software was employed to analyze the data. As a result, WT strategies were known as the best strategies to develop ecotourism within the area under study.

Tourism activity if desired may be designed to improve the conservation and management of natural indigenous communities and local economic benefits in addition. Otherwise if the development of policies and programs which are consistent with environmental attitudes and emphasis on sustainable development, it will certainly cause negative effects on the environment. This article tends to evaluate the tourism activities in Bandar-e- Anzali with SWOT method and then using the combination of ANP and SWOT to provide optimum strategies for sustainable tourism in the city of Bandar-e- Anzali pay. This study is an applied descriptive and analytical. The data for analysis were obtained from library sources and surveys. The results show that the combination of ANP and SWOT fully participatory planning process in accordance with the will of the people and local communities. The result of the SWOT matrix analysis shows that the best strategy for sustainable development of tourism in the city of Bandar-e- Anzali is the Invasive strategy.

Brand loyalty is ‘Create a deep commitment to repurchase or promote a product or service of the preferred continually in the future; and repeating the regular purchases contrary to the environmental affect and marketing efforts in which possibly may lead to the behavior change’.
In recent years, customer loyalty increasingly has been focused by researchers and nowadays loyalty is a recipe for increasing revenue. Brand loyalty, so called to the degree to which particular trademark that a buyer frequently in recent years has purchased. Brand loyalty can be achieved through higher performance than expected buyer, so the purchasers of that earn worth, feelings of wonder, and specified the values above expectations.
In this research, we try to study some type of loyalty: behavior loyalty, attitudinal loyalty. Another important concept has been considered in this paper which is Perceived quality. It is based on Consumers judgments about the higher quality. Oral recommendation to buy is the information provided by the consumer or a person other than the main sponsor's promotion.
The aim of this study is to investigate the causes of affective and cognitive brand loyalty in Isfahan and also the share of brand loyalty to oral advice to others. Statistical population of study were 152 tourists who visited Isfahan. Questionnaire has been used as the instrument of the study which its validity and reliability were tested. Cronbach's alpha coefficient (0.816) was obtained. The findings indicate that the destination image, perceived quality and satisfaction factors affect both behavioral and attitudinal loyalty, and tourists would recommend the destination to others verbally.
Desired data through sampling, carried out to examine the distribution of features. This research is part of a cross-sectional survey which has been done. Since the purpose of this study was to investigate the antecedents of behavioral loyalty and attitudinal loyalty to a destination and also share the loyalty of oral advice to others, analysis of the questionnaires were used for statistical analysis. To determine the validity of research, 30 questionnaires initially were distributed among tourists. Reliability or credibility of the question answers the questions about measuring instrument and how much it can assay desired properties. One of the methods to determine the validity is content validity. To determine the validity, the questionnaire was given to university professor's expert in the field of marketing management to comment on Integrity and transparency of questionnaire, therefore ultimately they confirmed this questionnaire.
Some of the result confirmed our Assumptions. Of the total respondents 46/1 percent were men and 53/7 percent were women. Also 9.3 % were under 20 years old, 3/55 of 20 to 30 years, 25.7% of 30 to 40 years and 1.15 percent for 40 years and up.
The findings of the study illustrate that Brand loyalty play a significant role in creating long-term benefits, because companies need some little activities for attract of loyal customers than others. They would gladly pay more for benefits and the quality of their favorite brands. On the other hand, a larger share of the market by helping organizations can be achieved by brand loyalty, because Loyal customers are frequently purchased and stand up to the organization and the position of competitors marketing efforts. The findings of this study suggest that enhancing the perceived quality; will increase brand loyalty's behavior.
Another finding of the study is that the destination image has a direct relationship with the dimensions of behavioral and attitudinal brand loyalty. These findings also have confirmed some of the former findings. One of the subjects that verified in this study is the impact of brand loyalty on destination image. Based on the finding of the study, when a tourist become loyal to a particular destination, he/she will suggest it others, therefore due to this type of marketing it can be called oral marketing which is one of the most effective marketing in researcher opinion and may be more successful in attracting destination of tourists. This study recommends that destinations should try to make tourist satisfy and loyal through increased quality, satisfaction and improve their destination image.

Tourism is an important factor in regional development. It is a profitable activity that turnovers currency and causes economic and social development in a region. Tourism development based on a proper tourism planning has always been an important factor to alleviate poverty and unemployment and improves quality of life. This study tries to identify both natural and man-made tourism potentials in​​ Baneh County and to determine strategies for tourism development in the county in a national and international level. Method was based on objective, functional and based on nature is descriptive - analytical. Method of data collection as well as documentary and field techniques using a questionnaire that Thus, data from three group's statistical population (officials and elites) were collected. Also, for analysis internal and external factors affecting on city and formulate of development strategies, SWOT and prioritize strategies for combinatorial model ANP-SWOT and software Super Decision used. Based on the results, "Emphasis on the development of tourism shopping- commercial because 1) the special trade status of Baneh in the North West 2) having a cross-border markets 3) Capable the city to develop this type of tourism in order to increase the number of tourists motivated business trip and Purchase" With the highest score (SO1: 0/357) as the best strategy and the main strategy of tourism development in Baneh city was determined. The strategy of "planning in order to attract foreign tourists from Iraqi Kurdistan due to the the large volume passenger traffic between the autonomous Iraqi Kurdistan and the Islamic Republic of Iran and the use of commercial chances occurred in Iraqi Kurdistan" by (SO2: 0/336) was chosen as an alternative strategy.

Accommodations and hotels are among the most important components of any tourist attraction. Hotel's managers must review concepts of their marketing strategies. This necessitates the analysis of the characteristics which are considered by their customers, including business intermediaries (specially, travel agencies or tour operators) or end users (tourists), to distinguish a hotel's brand from others. Then they can define their product. Based on the literature and interviews with some members of the population and some academic experts, research's conceptual model was developed. This paper is aimed to offer a typology for services of Five-star hotels in Mashhad for travel agencie's managers, their most important industrial customers. This research is an applied research and in terms of data collecting, it is a descriptive survey. All the travel agencie's managers in Tehran, which directly offer travel packages to Mashhad with staying in Five-star hotels, are the population of this survey. Here, manager means, CEO, B technical manager, internal manager & tour manager. Size of the sample was estimated 218 by Cochran's formula. To gain the objectives of the research, after a review of the past researches and developing the conceptual model, research's questionnaire was designed. The questionnaire contained 31 main questions about the importance the identified service attributes. The questionnaire was distributed among travel agencie's managers in Tehran. The collected data was analyzed by applying confirmatory factor analysis (CFA) and a software, named Lisrel. According to the results, different kinds of hotels’ services for travel agencies can be categorized respectively as "core product", "facilitating services" and "enhancing services". Using SPSS, we found out that the involvement of females is more than males. Most of the respondents were young, high educated, but in irrelevant fields of studies. The percentage of the questionnaires which were fulfilled by tour managers were more than other ones. It is wonderful that more than half of the respondents had work experience less than five years. On the other hand, respectively, hotel's web site, visit the hotels, and the attitudes of the costumers of the agents, were the most common tools to get information about the hotels under study.

The purpose of this study was to evaluate the sustainability of tourism development in Tabriz city. The present article was descriptive, analytical and data collection was conducted through literature studies and field observations (questionnaires). The population consisted of 400 residents of Tabriz in 1393. To determine the sample size and sampling techniques are used Cochran method and simple random sampling method and to evaluate the validity and reliability of the questionnaire, the validity of the content (opinions of urban and tourism-related professors and experts) and Cronbach's alpha coefficient was used. From questionnaires completed by tourists as well as AMOS software factors were extracted the needs of the people and coordinate measures with sustainable development. To assess and evaluate the criteria for sustainable tourism operations, was used the second order factor analysis. The results show that all considered indicators have a positive and significant relationship with the second order structure, namely the sustainability of tourism in Tabriz and the “Hygiene & Health" by a standard factor of 1.003 has the greatest influence on sustainable tourism.