نشریه گردشگری و اوقات فراغت
پیاپی 12 (پاییز و زمستان 1400)

Sustainable development in the tourism sector requires the existence of infrastructure and facilities for tourism, including a range of structures, basic institutions, and service institutions that facilitate and promote travel. One of the important challenges of tourism development in Iran is the lack of distribution of these infrastructures and facilities in a balanced way at the national and provincial levels. Most of these infrastructures are concentrated in several important provinces, especially in large cities. This issue has led to the main direction of tourism flow to these destinations, the neglect of many potential tourism destinations, and consequently, the lack of fair distribution of benefits and revenues from tourism at the national and provincial levels. In this study, we tried to use a  method including reviewing previous studies and development policies in Iran and also analyzing the upstream tourism documents, data extracted from statistical yearbooks, and comparative studies of other countries, to identify the current distribution of tourism infrastructure in a geographical area and also provide solutions for the development of such infrastructure throughout the country with a balanced and justice-oriented approach. In this way, the role of the tourism industry in the economic prosperity of the less privileged areas of the country, employment, and creating welfare for the residents of these areas can be highlighted

The purpose of this study is to exploit bibliometric and visualization methods to investigate the social and conceptual structures of a smart researches. Accordingly, 771 research bibliometric record between 2004- 2021 have been retrieved from web of science database to be analyzed and Visualized. Descriptive data indicate the incredible increase in number of articles since 2017, hitting the record in 2020 with 201 articles. Citations maximized in 2021 with 4377 citations. Moreover, the highly cited articles, journals, authors, universities and countries were all identified. Two visualization analyses were conducted using VOS viewer software: Co-authorship analysis and Keywords co-occurrence analysis. Co-authorship findings present that China has the highest collaboration with other countries. Also keywords co-occurrence analysis showed the most used keywords in this field and consequently the research streams. As a result, smart tourism, smart City, smart tourism destination and smart tourism technologies such as internet of things and big data are among the most applied keywords in recent years. In addition, it can be understood that based on new perspective in a smart tourism, the role of all stakeholders to integrate resources and co-create is recognized, specifically tourists and smart ecosystem is being addressed.

According to the current trend of the world toward aging, and at the same time with the global increase in the elderly population, Iran is also facing an increase in the elderly population. On the other hand, the issue of leisure time is one of the topics in the field of quality of life for the elderly. Therefore, the present study aimed to study the effect of leisure behaviors on the elders' mental-perceptual quality of life. The elders in Tehran were selected as a case study. The present research is applied research in terms of purpose, the research method is descriptive correlational, and this is survey research. Data and information have been collected with a questionnaire. The target population was people over 60 years old living in Tehran who were selected by convenience sampling method due to the Corona crisis and the difficulty of access to the sample. To analyze the research data, SPSS software was used, and a correlation test was used to test the research hypotheses. Findings showed that all research hypotheses are acceptable and "leisure behaviors" have a positive effect on the dimensions of quality of mental-perceptual life, including "physical health," "mental health," "social relations," and "environmental health" of the elderly in Tehran. Also, in general, "leisure behaviors" positively affect the "quality of mental-perceptual life" of the elderly in Tehran. Finally, while pointing out the limitations of the research, result-based suggestions are also provided for future research.

Brand equity is a great marketing asset that creates a competitive advantage and improves corporate performance. This study examines the effects of consumer-based brand equity (brand loyalty, brand awareness, perceived quality, and brand image) on the Namakabrud tourist village and tourists’ decisions, considering the role of brand attitude and performance. The research is applied in terms of purpose, and it is a descriptive survey. The statistical population of the study is the tourists of Namakabrud tourist village. The statistical sample included 5-10 times the number of items,  355 people were randomly identified, and questionnaires were distributed among them. To assess the validity of the questionnaire, formal and structural validity were used, and Cronbach's alpha was used to evaluate the reliability of the tool. Finally, the validity and reliability were confirmed. The data were analyzed by the structural equation modeling method using SPSS and PLS software. The results show that all four elements of brand equity are positively related to brand attitude, and all three variables directly affect tourists’ intention to visit. Brand attitude mediates the four elements of brand equity and the tourists’ visit intention, and brand performance moderates the relationship between brand attitude and the tourists’ visit intention. This study extends the brand equity theory to include tourism brands. In addition, this study identifies brand performance as a fundamental factor instead of a consequence of brand value and brand attitude

Due to the expansion of the tourism industry in the world and the many capabilities and capacities of Iran to attract tourists, the current information and statistics indicate the unsuccessful performance of this industry in Iran. One of the main reasons for that is not taking the expectations and preferences of tourists entering Iran seriously and not trying to increase tourists' satisfaction. The purpose of this study is the effect of tourist satisfaction on the to become famous of the tourism destination brand using the mediating variable of business tourist satisfaction in the post-corona world. The independent variables of this research are destination integration, travel economics, work experience, and self-confidence. The mediator variable is tourists’ satisfaction, and the dependent variables are word-of-mouth advertising and the desire to revisit the destination. The research method is a descriptive survey applied in terms of purpose. The study’s statistical population includes Asian tourists who have traveled to Tehran. Based on the available sampling method and Cochran's formula, 384 people were selected for the study sample. Statistical analyzes were performed using the structural equation method and SPSS and Amos software. To determine the causal relationship between the variables using the structural equation model and significance levels to test the hypotheses p_value of less than 0.05 was considered. The results of this study include 12 hypotheses that, except for two hypotheses, the rest of them have been confirmed.

One of the strategies that have recently been considered in many countries is the tourism development in deprived areas which also have the necessary capabilities to expand tourism. Now eco-tourism is an essential part of tourism activities globally, and it is based on the benefits of nature. Paveh city, due to its abundant natural and historical attractions, can attract many tourists. The purpose of this article is to investigate and analyze the tourism situation in the county of Paveh, with an emphasis on sustainability. The research method is descriptive-analytical, and the library (documents) and field (questionnaires and interviews) method is used for data collection. Statistical methods (descriptive and inferential), including one sample T-test and Kolmogorov, were used to analyze the data. The results of the survey of tourism and Eco-tourism in the region showed that none of the indicators related to economic, environmental aspects, and indicators associated with the socio-cultural dimension is not sustainable. In general, the results revealed that tourism and Eco-tourism are not sustainable in Paveh and the threshold of vulnerability increases. Therefore comprehensive, appropriate, and applicable planning is one of the tourism requirements in this region, and it also requires considerable attention

As one of the oldest travels, religious tourism has become an inevitable reality to bring peace and relief from the anxieties of the industrial society’s life. In the world in late 2019 was struggling with Coronavirus and the tourism industry faced numerous limitations. Travel was not as usual, and it was not in a conventional manner; in these circumstances, the use of electronic devices was quickly in the tourism industry. Given the prevalence of coronavirus and travel bans, resilience is essential to emphasize enduring pressures and critical situations. This study is a descriptive and survey study. This study investigates the role of virtual religious visits on resilience during the Corona era. Due to the conditions and limitations in 2020 and the unavailability of the statistical population, a quasi-experimental method was used. This method was performed with an experimental group and a control group to measure the effect of virtual visits on the resilience of both groups. The components of spiritual influence, control, acceptance of positive change, trust in individual instincts and tolerance of adverse effects, and perception of personal competence formed the research hypotheses on the role of virtual religious visits on resilience during the Covid pandemic. Also, these components were tested. Before participating in the virtual pilgrimage, pre-tests were taken from each group. The experimental group was invited to the virtual pilgrimage to Karbala four times a month in the next step. These pilgrimages were performed every week for 15 minutes, but the control group did not include any intervention. In the end, the post-test design was performed to measure the resilience of individuals. The hypothesis test shows that the experimental group has higher resilience in the present condition than the control group.

With the advent of COVID-19 disease globally, many families and managers have faced the challenge of managing sports leisure time. This study aimed to identify the challenges facing sports leisure time management during the COVID-19. The research method is the interpretive paradigm, and it is Q methodologically. The research population includes experts and professors with perfect knowledge of sports leisure time and policy experts on sports issues in this crisis in Iran. They were selected by the snowball method. With 23 interviewees, the collected data reached theoretical saturation. Among the in-depth interviews with experts and the research background, 29  phrases were identified, and seven subjective patterns were extracted by Q factor analysis. According to the findings, the challenges of managing sports leisure time in order of priority are considering economic, infrastructure, organizational issues, athletes' affairs, lifestyles, and quarantine issues. It is suggested that, to overcome these challenges, alternative programs by health protocols and new solutions presented in this study be considered.

For improving the success of development and strengthen brands, it is necessary to identify and examine the factors affecting the evaluation of customers and tourists' attitudes about developing and strengthening the brand. This study is in a mixed (quantitative-qualitative) method. In the qualitative part, the data theorizing of the foundation was used. data collection was done through semi-structured interviews with 19 managers of 4- and 5-star hotels. The city of Mashhad has been done. In the quantitative part, based on the dimensions of the obtained model, a researcher-made questionnaire was used and a quantitative test was performed based on the method of structural equations. The final model of the research led to the design of six theorems, including causal conditions (four categories), intervening conditions (three categories), contextual conditions (three categories), the main category of brand-based management, strategies (seven categories) and consequences. (Seven categories) have been extracted from it. In the quantitative part, the significance of the relationships between the components and the appropriateness of the model dimensions were confirmed. Increased competition has forced hoteliers to look for new ways to differentiate their brand from competing brands. Promoting a consumer-based brand can be a key strategic driver of success in the hotel industry and the development of the tourism industry. By using brand-based management, we can take steps to continue the life and strengthen the brand of hotels and help the development of the tourism industry by implementing the model presented in this study.

Today, those companies that have upgraded their hotels through strong branding in their segmentation have achieved market share, superior financial results, and faster growth than brand less competition. Brand personality can portray a better face of hospitality businesses and influence the shopping behavior of hotel customers.The aim of this study was to investigate the role of brand personality dimensions on feelings and trust in the brand of the National Iranian Oil Company. Research method In this descriptive, applied and survey research, which was conducted in the statistical population of management students in Tehran and familiar with the brand of hotels of the National Oil Company. The results showed that the dimensions of brand personality (intimacy, enthusiasm, perfection, strength and competence) have a positive and significant effect on the feeling and trust in the hotel brand of the National Iranian Oil Company and as a result the attractiveness of this brand. One of the most important target markets of the National Oil Company hotels is the employees working in different sectors of the oil industry.Efforts to personalize the brand of these hotels will have an effect on the image for customers and the trust and feeling towards the brand of these hotels and will increase the number of visits to these hotels.

the present study was conducted to investigate the factors affecting the behavioral intention of tourists in Ferdowsi Toos Tomb. The present study is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the study is tourists of Ferdowsi historical tomb, the number of which is unknown and the sample size was 184 people. The data collection tool was the standard questionnaire of Jane et al. (2020) which was measured and confirmed for validity by confirmatory factor analysis and Cronbach's alpha. Data analysis was performed using structural equations using SPSS software version 24 and PLS version 3. The results show that the image of the tourist destination has a positive effect on the attitude, mental norm, perceived behavioral control and dependence on the place of tourists of Ferdowsi historical tomb, dependence on the place of tourism has a positive effect on the behavioral intention of tourists Ferdowsi Historical Tomb has a positive effect on tourists' desire. Also, tourists' mental norm has a positive effect on Ferdowsi Historical Tomb tourists' desire. It is predicted that tourists will not negatively affect the tourists' desire for Ferdowsi's historical tomb. Perceived behavioral control of tourists has a positive effect on the behavioral intention and desire of tourists of Ferdowsi historical tomb, and finally, the desire for tourism has a positive effect on the behavioral intention of tourists of Ferdowsi historical tomb.

Awareness that customers are an organization's key assets has made it essential for organizations to maintain and make customers loyal as a competitive advantage. On the other hand, the performance of organizations directly affects the sense of loyalty and customer attraction. Ignoring ethical issues and escaping from social responsibilities and obligations leads to the destruction of the organization. Professional ethics in marketing requires that organizations take adequate steps in all stages of the customer life cycle, including acquiring, attracting, retaining, and maintaining by behaving based on the organization's professional ethical principles to gain Customers’ trust, satisfaction, and loyalty. This study has identified the effect of marketing performance on the attraction of customers of tourism agencies with the mediating role of professional ethics of employees (travel agencies in Rasht). The data collection tool in this study is a questionnaire that was scored through the Likert scale, and Cronbach's alpha measured its reliability. The method of the present study is a descriptive analysis of research data, and inferential analysis was measured using parametric and non-parametric tests by SPSS25 and PLS3 software. The results showed that marketing performance impacts professional ethics, and marketing training can positively affect employees’ attitudes. Also, professional ethics plays a vital role in attracting customers to travel agencies.