نشریه برنامه ریزی و توسعه گردشگری
پیاپی 43 (زمستان 1401)

Recognizing the commercial performance of hotels is the main goal of this research. In order to continue to compete in today's hotels must create a strong culture of innovation and stimulate participation in innovative behavior in order to meet the demand for instability and the complexity of the environment.

Design/methodology/approach:

 This study was conducted to "present a model for evaluating the commercial performance of hotels based on innovative culture with the mediating role of market orientation. In terms of method, it is a descriptive-survey correlation with the nature of the application and in terms of cross-sectional time. The statistical population includes all Isfahan hotels, which were selected as a sample of 45 hotels. The measurement tool was a questionnaire calculated from the content method to measure validity and Cronbach's alpha was calculated to determine its reliability.

The results showed that in Isfahan tourist hotels, innovative culture has an effect on market orientation and internal marketing; Innovative culture, market orientation, and internal marketing affect business performance. Also, market orientation and internal marketing play a fully mediating role in the relationship between innovative culture and business performance.

The low share of the hotel industry can be provided through service innovation, which is one of the main elements that can increase business performance in the hotel industry.

Originality/value: 

For the first time, this research has included innovative culture as a mediating variable in evaluating the performance of tourist hotels in Isfahan city.

Tourism activity greatly affects the economies of different countries and in this regard, it is important to identify the factors affecting tourism development. In the present study, due to the potential that the golden triangle of tourism in Isfahan, Fars and Yazd has for tourism development, it has been selected as a case study to identify the key indicators affecting its tourism development with a future research approach.

Methodology/approach: 

The present study is an applied research that has been done by using library studies, interviews and questionnaires with experts and professionals familiar with the topics of tourism and futures research and with the help of Micmac software. For this purpose, first 33 primary factors affecting tourism development were identified using library studies and interviews with experts, and then by forming a matrix of cross-effects and using the opinions of respondents and using Micmac software, the key drivers affecting tourism development were identified. Respondents were purposefully selected and theoretical saturation was formed in sample "14".

The research findings indicate that 11 factors are "macro government policies", "interaction of institutions", "provincial management style", "specialized management", "branding and motivation of travel", "natural attractions", "historical monuments and cultural heritage" "Handicrafts and Indigenous", "Tourism Culture", "Transportation Infrastructure" and "Tourism Infrastructure and Services" are the key drivers of tourism development in the three golden triangle of tourism.

The result of the research indicates that the mentioned drivers can be divided into two categories: "organizational and managerial" and "branding" and planning to develop and improve their performance can make a significant contribution to the development of tourism in these three provinces.

Originality/value:

 Considering the memorandum of understanding of the tourism golden triangle project between the provinces of Isfahan, Fars and Yazd and the lack of investigation of the drivers effective on the tourism development of these three provinces in the previous researches, in this respect, the current research is innovative which has been authenticated by interviewing experts related to the subject.

This study seeks to identify agritourism development strategies in Golestan province.

Design/methodology/approach:

 For this purpose, the SWOT matrix was quantified with 19 weaknesses, 12 strengths, 14 threats, and 15 opportunities by forty experts from relevant institutions. According to the results, the optimal strategy of the province for the development of agritourism will be a "conservative" strategy. To achieve this goal, designed eight strategies to develop agritourism in the Golestan province. Then, the attitude of decision-making institutions in the development of agritourism towards the strategies identified in the previous stage was identified and evaluated based on the analysis of the MACTOR.

The results show that none of the institutions is opposed to the implementation of the eight strategies, but the priority is to implement the strategy of "transparency of laws and regulations by creating a single window for licensing and reducing bureaucracy and bureaucracy to establish agritourism businesses" have been.

  In addition, the results show that the lowest degree of convergence between the views of organizations is related to agriculture with the police, environment with the police, and culture and tourism with the police. Also, evaluating the degree of convergence of strategies with each other showed that there was a different degree of convergence between different strategies.

Originality/value:

 Identification of agricultural tourism development strategies for Golestan province and also analysis of the role of decision-making institutions in the implementation of these strategies.

The sustainable development of creative tourism, which is the third generation of tourism and fits the needs of current tourists, is a very complex and dynamic system. That is, there are many factors involved in it that influence each other and influence each other, and their relationships are not linear, which can be easily decided and planned. Also, each of the factors involved in this system has a different purpose and management. This can lead to overlapping and even conflict between stakeholders. From the side of the passage of time, this system undergoes a lot of changes and transformations and is not static. Therefore, the aim of the current research is to clarify what important factors affect the sustainable development of creative tourism and what strategies should be used in the direction of the sustainable development of this new type of tourism.

Design/methodology/approach: 

For this purpose, the method of system dynamics has been used.

All the factors involved, including the dimensions of sustainability as well as the dimensions of creative tourism, are drawn in the form of a cause and effect diagram (CLD) and then the related accumulation-flow diagram (SFD) is presented and this model is a basis for Management and planning are used for sustainable development of creative tourism.

In the development of creative tourism, the main goal is to increase the number of loyal tourists. . But in this regard, we should also pay attention to sustainability goals to increase the value of visits for both tourists and the local community and service providers.

Originality/value:

 The present research has been innovative and original and added value by applying the system dynamics approach in the complex and dynamic field of creative tourism with regard to sustainable development in the researches of the tourism industry.

Destination marketing is one of many ways to inform tourists about the destination. However, by creating a positive image in the minds of tourists, it provides the basis for loyalty and, ultimately, the promotion of the destination's competitiveness. In this, the emotional and attitudinal connection between the tourist and the destination plays a key role. This research examines the relationship between the image of the destination and the tourist's relationship with the destination and loyalty. For this purpose, the tourist's relationship with the destination has been considered with three dimensions of trust, dependence, and satisfaction.

Design/methodology/approach:

 The upcoming research is descriptive in terms of its objective and descriptive method; The collection of information has been done in the library and field based on a questionnaire tool. The data was obtained from 212 tourists of Golestan province, and the structural equation method was used in the data analysis using SPSS and LISREL 8.8 software.Findings The results of the hypothesis analysis show that the image of the destination is positively related to tourist satisfaction. The image of the destination is an essential factor in tourist satisfaction. If tourists have a higher mental image of the destination, they will be more satisfied with that place. Destination image has a positive effect on tourist loyalty through satisfaction. Finally, it can be said that satisfaction and destination image are both variables that can lead to behavioral intentions.

According to the statistical analysis, the obtained result shows a positive and significant relationship between the image of the destination and trust, but trust does not affect loyalty. Also, the results show that the image of the destination is positively related to dependence on the destination, and there is a significant relationship between dependence on the destination and loyalty. Finally, the results of the hypothesis analysis show that both destination image and tourist loyalty are recognized as critical elements in achieving competitiveness for tourism destinations. Also, the image of the destination affects attitudinal and behavioral loyalty. In other words, the more positive the tourists' cognitive, emotional and general characteristics of the destination, the higher their loyalty to the destination will be at both attitudinal and behavioral levels.

Originality/value: 

This study confirms that attachment to a tourist destination results from the tourist's cognitive perception and emotional evaluation of the destination.

Nowadays, tourism notice as form of leisure consumption.in fact, category of consumption is the most important section of tourism. but what that involve important is responsible consumption in all field specially tourism field. Regarding to culture importance in tourism field, this research explained effect of cultural capital in responsible consumption among tourist. theoretical framework in the research is Bourdue theory.

Design/methodology/approach:

 The method was survey and statistical society was Mazandaran tourist. Data is collected by multi stage sampling from 386 tourist. Data collection tools was questionnaire. also, hypothesis tested by SPSS packages.

The result showed positive effect of cultural capital dimensions (objective, subjective and institutional capital) on responsible consumption. Also, cultural capital construct has positive effect on responsible consumption with Beta= 0/56.it means if cultural indicators be stronger among tourist, their consumption in tourism field will be mor responsible. R2 was 0/32.

today life style that is appeared with consumption category, is under serious effect of cultural specifications in society.therfore.it is necessary to do effective policy making in promoting of tourist culture specially among tourists.

Originality/value: 

Analyzing the responsible consumption of tourists from the perspective of cultural capital is a new approach in the study of consumption among tourists, which was investigated in this article.

The unbalanced distribution of spatial potentials of Mashhad city tourism among actors and the lack of optimal participation of citizens in tourism projects has affected the spatial distribution of tourism services in Mashhad. The first purpose of this study is to explain the effects of unbalanced distribution of benefits among actors on the spatial distribution of city tourism services. The second purpose is to identify the factors that exacerbate the unbalanced distribution of interests among actors and the third purpose is to identify the basic requirements needed to adjust the existing conditions within the framework of the public-private-people partnership model.

Design/methodology/approach:

 In the present study, the research method is a combination of quantitative and qualitative methods. The study of the spatial distribution of tourism services in the city of Mashhad is based on a quantitative method by using the data of the Mashhad city database. Also, explaining the effects of unbalanced distribution of benefits among tourism actors on the spatial distribution of tourism services in Mashhad and identifying the basic requirements for using the 4P model is based on a qualitative method by using semi-structured interviews with actors aware of spatial developments in Mashhad.

The unbalanced distribution of interests among city tourism actors in Mashhad has intensified the unbalanced spatial distribution of tourism services in this city.

Balanced distribution of interests among Mashhad actors in the framework of 4P model components, can attract more actors, pave the way for balanced distribution of city tourism spatial benefits and balanced development of tourism services around all the tourist attractions of Mashhad.

Originality/value:

 Explaining the requirements of applying the 4P model in Mashhad in order to adjust the unbalanced distribution of spatial benefits of urban tourism is one of the most important innovations of the present research.

To measure and prioritize attractions, usually different criteria such as: economic, social, cultural, infrastructure, environmental, institutional, legal and geographical, etc. are considered so that based on them can be compared to different attractions. Decided. The purpose of this study is to prioritize financial investment in Mazandaran city with the approach of sustainable tourism development.

Design/methodology/approach: 

The type of descriptive-analytical research is based on collecting the required data by observing and completing a questionnaire. The statistical population of the study was the cities of Mazandaran province. Based on Cochran's formula, 384 people were selected as the sample size and the questionnaire was distributed randomly in the study area. The validity of the questionnaire items was confirmed by a number of university professors and its reliability using Cronbach's alpha is 0.82%. The data analysis method was performed using descriptive statistics (mean and frequency distribution) and inferential statistics in SPSS software. To prioritize investment in the cities of Mazandaran province with the sustainable development approach, Kruskal-Wallis test has been used.

Amol city won the first place and Babol city won the second place. This ranking can be used by tourists to choose tourist destinations and from On the other hand, help the planners and tourists and related management in this field and tourism investors.

This ranking can help tourists to choose tourist destinations on the one hand, and on the other hand, it can be useful for planners and tourists and related management in this field and tourism investors.

Originality/value: 

Knowing the investment priorities of financial investment in the cities of Mazandaran province is the innovation aspect of the present research.