leila andervazh

The purpose of the current research is to design a model of effective marketing capabilities based on communication (case study: National Drilling Company). According to its purpose, the research method is applied, and in terms of execution method, it is mixed (qualitative-quantitative) and in terms of nature and method, it is descriptive-survey, and it is an exploratory research type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection was done in the qualitative part of semi-structured interviews and in the quantitative part of the questionnaire. Coding was used in the data analysis of the qualitative part and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories of six dimensions of effective marketing capabilities based on communication, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company and external capabilities and communication as dimensions of capability. Effective marketing methods based on communication were identified.

The significant growth of fair trade in the past decades has attracted the attention of businesses. Fair trade leads to improving the livelihood of producers in developing countries and enhancing their social responsibilities for sustainable environmental development.
Material and

The purpose of the current research is to evaluate the fair trade model with an emphasis on maintaining the sustainable development of the environment in the international marketing of food exporting companies. The current study was applied in terms of purpose and quantitative in terms of method.

This study is applied in terms of purpose and based on the collection of descriptive-survey data and information. The statistical population of the research was international marketing activists (managers and experts of active exporting companies). Due to the lack of access to accurate statistics, the number of managers of active exporting companies in this community is assumed to be unknown. To determine the sample size, Cochran's formula was used and 385 people were surveyed. The data collection tool was a researcher-made questionnaire that was used to collect data. Data analysis was done through structural equation model and PLS software.
Discussion and

The findings of this study showed that according to the value of t-statistic and also p-value of the 20 proposed paths, the stated claim was confirmed for all the main paths and 20 categories as the main indicators of the fair trade model with emphasis On maintaining the sustainable development of the environment in international marketing, active companies in the field of food industry exports were identified as being effective and efficient in a knowledge base.

Social marketing has been a high share of research in this field in recent years. Therefore, the present study was aimed at examining the category of customer attitude to brand in social marketing to present a comprehensive image and view of this area. The approach of this study is the qualitative type and synthesis method. The research population is all articles (113 articles) that have been presented by brand -based social marketing and related areas in specialized and scientific databases over the past decade. The sample of the study is 25 articles, which are based on subject monitoring, theoretical data saturation, and purposefully selected. Research data is compiled from the qualitative analysis of the documents studied. With data analysis, social marketing indicators based on customer attitude to brand in 4 dimensions, 9 axes and 56 categories including product dissemination components; Price and competitiveness components (including sustainable competitive advantages, social-social pricing, social responsibility-based competitiveness); Targeting components in providing services (including emphasizing long -term interests, paying attention to perceived usefulness, integrating organizational goals with social responsibility); Branding and advertising components (including advertising-educational campaigns, advertising networking, creativity and innovation) were organized.

The‏ mental‏ image‏ of‏ the‏ country‏ of‏ origin‏ is‏ one‏ of‏ the‏ factors‏ influencing‏ the‏ purchase‏ intention‏ of‏ consumers.‏ This‏ factor‏ covers‏ all‏ stages‏ from‏ initial‏ selection‏ to‏ evaluation‏ and‏ then‏ analysis‏ and‏ finally‏ the‏ final‏ purchase‏ intention‏ of‏ consumers.‏ The‏ method‏ used‏ in‏ this‏ research‏ is‏ a‏ mixed‏ method‏ (qualitative‏ and‏ quantitative).‏ The‏ statistical‏ population‏ studied‏ in‏ this‏ research‏ is‏ the‏ consumers‏ of‏ petroleum‏ products.‏ The‏ analysis‏ method‏ in‏ the‏ qualitative‏ part‏ is‏ based‏ on‏ the‏ data‏ theory‏ and‏ in‏ the‏ quantitative‏ method,‏ structural‏ equation‏ modeling.‏ The‏ results‏ of‏ the‏ research‏ showed‏ that‏ the‏ mental‏ image‏ of‏ the‏ country‏ of‏ origin‏ has‏ an‏ effect‏ on‏ the‏ acceptance‏ of‏ Iranian‏ consumers‏ of‏ petroleum‏ products.‏

In the perspective of the therapeutic tourism industry, creating a mental image has become a strategic tool because it is possible to create economic prosperity and development of the country by increasing the income from the tourism industry. In this regard, the present research has been conducted with the aim of providing a model of factors affecting the mental image of the users of therapeutic tourism services with the approach of foundational data theory.

This research was conducted in terms of practical and qualitative purpose. In this research, the foundation's data approach and the interview tool were used to collect data until reaching theoretical saturation, and finally interviews were conducted with 12 experts and we reached theoretical saturation with the tenth expert.

The results of qualitative data analysis show that 91 open codes or subcategories were extracted. Also, in the axial coding of the results, in this research, 91 subcategories were categorized in the form of 22 main categories or axial codes. Finally, based on the paradigm model, these categories were categorized in the form of causal factors, intervenors, background conditions, strategies and consequences.

The results show that the consequences of the mental image of the users of medical tourism services include three important consequences, including the stable income of the residents, the increase in the employment rate, and the development of the tourism industry. Therefore, it is suggested that causal factors, intervening factors, and background conditions for the formation of a suitable mental image for tourists should be taken into consideration in macro-planning.

Today, there are mistakes made and negative events by brands everywhere that may cause consumer backlash. The current research was conducted with the aim of designing a model of consumer reaction to negative brand events. This research is a type of mixed research. The qualitative part was carried out by the interview tool and the Foundation's data method. The statistical population in this section includes scientific experts (university professors) and experimental experts (managers of clothing brands in Iran), 10 of whom were selected as a sample through judgmental sampling and theoretical saturation. Quantitative part was done by questionnaire tool and PLS structural equation method. The statistical population in the quantitative part is the managers and experts of clothing brands in Iran, who were selected as a statistical sample by the Cochran formula. According to the results of the qualitative part, finally, 5 main networks, 19 main components and 60 sub-components for consumer reaction to negative brand events were identified through interview analysis. Based on the results of the quantitative part, causal conditions with a factor load of 0.684 have an effect on the central phenomenon. The central phenomenon, contextual conditions, and intervening conditions are effective on strategies with factor loadings of 0.302, 0.341, and 0.415, respectively, and strategies are effective on outcomes with factor loadings of 0.550. Therefore, when consumers feel dissatisfied with a brand, they avoid the brand and make negative advertisements against the brand in virtual space or by word of mouth.

Today, organizations use different approaches to increase their performance in the market. Among these approaches, fundamental product innovations are of particular importance. The purpose of this study is the role of product-based innovations in the performance of agricultural equipment companies affiliated with rural cooperatives. This research is a descriptive correlational research and is also an applied research. It is cross-sectional in time, and quantitative in terms of data type. The research tool was a questionnaire that was distributed in person and was used by experts to determine its validity. Structural equation model and LISREL software were used to test the research hypotheses. This research was conducted among 201 managers and experts of companies producing agricultural tools affiliated with rural cooperatives. The results showed that fundamental product innovation has a positive effect on product advantage with path coefficient (0.64) and product unfamiliarity with path coefficient (0.59). Also, the advantage of the new product has a positive effect on the performance of companies with a path coefficient (0.65), but the effect of customer unfamiliarity on the company's performance with a path coefficient (-0.38) was recognized as negative and significant.

The present research has analyzed the role of knowledge management processes in the use of competitive strategies to achieve innovation in knowledge-based companies. The research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consisted of managers of knowledge-based companies, and according to the official website of knowledge-based companies, the number of these companies in the country has reached 8487; Of these, about 384 people, which is the sample floor for the unlimited population for Cochran's formula, were selected, of which 203 people responded to the questionnaire items using random sampling. The measuring instrument was a questionnaire, and its validity was confirmed by experts' opinion and its reliability was confirmed by Cronbach's alpha coefficient. The data were analyzed with PLS software. The results showed that the knowledge management processes with a path coefficient of 0.973 and t coefficient of 4.636 on competitive strategies and with a path coefficient of 0.734 and t coefficient of 8.829 on innovation, and competitive strategies with a path coefficient of 0.250 and coefficient t 2.955 has an effect on innovation. Competitive strategies with path coefficient of 0.243 and t coefficient of 2.943 could mediate the relationship between knowledge management processes and innovation. In this regard, it is suggested that managers of knowledge-based companies prepare the ground for increasing innovation and help improve the performance of the organization by improving knowledge management processes and using effective competitive strategies in the organization.

Today, the performance of the steel industry in the environmental field is strictly under the control and supervision of the governments and environmental institutions in the countries. Considering the importance of the environmental performance of this industry and its impact on sustainable development, the present research was conducted with the aim of investigating the role of green nudge on environmental organizational behaviors with regard to the mediating role of corporate social responsibility and unconscious mind in the steel industry.

In terms of the type of goal, this research has been done in an applied, descriptive manner and with a survey approach. In this research, the statistical population consistes of 350 active employees of Ghadir Steel Company in Niris, who were selected through convenience sampling. Partial least squares approach was used for data analysis and the software used in this research is Smart PLS-2. Convergent validity was used to measure validity, and Cronbach’s alpha was used to measure reliabitity, and its coefficient is greater than 0.7 for all research constructs.

The findings of this research indicated that green nudges have a positive and significant effect on both organizational environmental behaviors and corporate social responsibility and the unconscious mind. On the other hand, the positive and significant effect of corporate social responsibility and unconscious mind on organizational environmental behavior was confirmed in Niriz Steel Company.

Finally, the results of this research showed that both corporate social responsibility and the unconscious mind play a mediating role in the relationship between green nudge and environmental organizational behaviors. Also, some factors that can contribute to a healthy environment in addition to corporate social responsibility are attention to green human resource management and green behaviors of employees. Therefore, future researches are suggested to examine the relationship of this concept with other mentioned topics. Since the current research was conducted only in a limited industrial environment, it is suggested to future researches to test this research in other companies, industries and cities.

Working capital management is an essential component in the financing of the company because it affects the profitability and liquidity of the company. Working capital management is recognized as an important part of financing for many reasons. Many companies have gone bankrupt despite proper operations and profitability due to improper management of working capital. On the other hand، another important component of decision-making at the level of companies is related to capital budgeting، which has a long-term effect on the future performance of companies. Investment in fixed assets is done with the aim of earning profit in future periods. One of the ways of financing capital expenditures is the correct and optimal use of working capital، which is achieved through efficient management of working capital. For this purpose، in this research، working capital management and capital expenditures and the relationship between these two issues have been further explained.

Supply chain management is a set of operations that are used to create coordination between suppliers, consumers, warehouses and stores so that the products needed by consumers are produced in a certain place and reach the consumers at a certain time. This is if the price Minimize the finished product and keep the level of customer satisfaction at an optimal level. On the other hand, these days we are witnessing the significant growth of information technology in all aspects of life. Both scientific and business communities believe that organizations can create a long-term competitive advantage and improve their performance with the power of their information and knowledge. Therefore, the supply chain is not an exception to this rule and has taken information technology to the extent that it facilitates the management of the supply chain and, as a result, creates long-term relationships between the consumer and the supplier in the supply chain. The aim of the current research is to examine the relationship between information technology and long-term relationships in supply chain management, which has been tried to be used efficiently with a scientific method and by using the existing rich literature, and by using a conceptual model derived from the literature on this issue. will be reviewed. In this research, the statistical population is 200 experts and employees of Naja information and communication technology in Dezful city, among them, a sample of 132 people has been investigated using the targeted sampling method. The collected data have been analyzed with the statistical methods of t-test, Pearson correlation method and SPSS software. The results showed that we can achieve the desired goals of the company, which is to achieve long-term relationships in the supply chain, with the correct use of information technology.

This research aims to design a model for attracting mixed investments to promote business prosperity and economic growth in free trade zones, with a case study of the Arvand Free Trade Zone.  

The research method was qualitative. Accordingly, data were collected through interviews with 14 university professors, experts, and managers from the Arvand Free Trade Zone. The sample size was determined using the snowball method, and the criterion for concluding the interviews was the rule of theoretical saturation. The data in the qualitative section were analyzed using the grounded theory method. In the first stage, 296 open codes were extracted, which, after methodological adjustments, were reduced to 182 open codes or concepts.  

These codes and concepts, in the next level of abstraction, were categorized into 46 sub-categories, which were ultimately condensed into 19 main categories.  

Finally, these concepts were identified in six sections: factors influencing mixed investment attraction (causal conditions), the structure of mixed investment attraction (central phenomenon), contextual factors affecting mixed investment attraction (contextual conditions), intervening factors influencing mixed investment attraction (intervening conditions), strategies for mixed investment attraction (strategies), and outcomes of mixed investment attraction (consequences). These concepts formed the research model.

Today, knowing the role, nature, status and capacities of the media and the conscious and correct use of the media in order to meet the crisis appropriately is one of the basic needs and necessities.Therefore, the current research is devoted to the content analysis of news related to the flood crisis with the aim of comparative analysis of the role of television and social networks in managing the spring flood crisis of 2019.The community of all news broadcast in the evening news at 9 pm on the Sima network and the news network and Telegram channels and groups (Golestan Crisis Management Channel,News Room Channel, Official Online News Channel, News Coverage Group, News Events and Crisis News Group) Regarding the spring flood of 2019, which was broadcast from March 21to April 3, 2019, so sampling is purposeful.A total of 299 news items were examined during the period under review from aspects such as news approaches, media strategies, news orientation, speed, accuracy of news, volume and comprehensiveness of news. The method used in this research was "content analysis" and the analysis unit was "news".The results show that a total of46basic themes and18 organizing themes were extracted from the three themes before the crisis, during the crisis and after the crisis. In the pre-crisis stage, the three roles of awareness and warning, surveillance, and safe training, in the crisis phase, the three roles of news reporting, escorting, information gateway and in the post-crisis phase, three roles of analysis, responsiveness and calming for television and social networks in flood crisis management in the spring of 2019 were identified.

This research was formed with the aim of the qualitative model of health tourism marketing and its effect on tourism attraction in health villages. Accordingly, in order to reach this pattern, the qualitative approach and the method of the theory arising from the data were used. The data was collected by interviewing 11 experts and experts in relation to health tourism marketing based on the principle of saturation. In the first step, a total of 187 primary codes were identified, and based on the review conducted in this research, 101 primary codes were identified in the open coding stage, which were grouped into 29 conceptual codes.The findings showed that competitive advantage is a central category in health tourism marketing and its impact on attracting tourism in health villages, which was identified from the analysis of causal factors including amenities, introduction and advertising, environmental attractions, hotels and residential facilities, technology and equipment. Advanced, work history, cost and economic efficiency, special value of urban brand, creation of services and related benefits; The use of social networks has resulted in the creation of health camp clubs and ranking in search engines. In this context, the coordination of health camps and the tourism organization and the Ministry of Foreign Affairs, the existence of policy-making and extension institutions, the dimensions of national and transnational advertising, and the comprehensive marketing planning system are the most important intervening and innovative factors, the expert management team and organizational flexibility are the most important contextual factors. Development of health tourism marketing strategy. Creating a core category that is a competitive advantage will lead to the strategies of creating word-of-mouth marketing, brand credibility, comprehensive marketing, joint branding and customer awareness and trust, and the consequences of internationalization, profitability, brand strength and loyalty

Many developed and developing countries have recognized the growth of the tourism industry as an effective approach to the prosperity of their economy.Tourism development can lead to capital attraction, which in turn improves other sectors. Tourism is a complex economic sector that significantly affects employment, balance of payments and socio-economic development of different regions. In today's world, almost everything we see works intelligently. The tourism industry needs to be intelligent, it needs to provide higher quality and faster services.The aim of this study is to model and prioritize the dimensions of Smart Tourism Development Strategies in Iran using the ANP technique. This research is considered a survey in terms of practical purpose and in terms of research strategy because it examines people's perceptions with questionnaire and interview tools, and in fact, the data of this research is of the perceptual type. The statistical community is in the qualitative sector of the tourism sector, with a sample size based on theoretical saturation of 15 people. The sampling method was used in this study to target the sampling method.. The main tool for data collection in the qualitative sector was a semi-structured in-depth interview, and qualitative data analysis was done by the foundation data opinion method, and the ANP technique was used in the factor prioritization section. In the qualitative sector, we found 19 components in the field of smart tourism development strategies, with economic factors having the highest weight and ranking first, and political factors having the lowest weight and ranking last.

Today, tourism is known as the largest and most diverse industry in the world. The current research was conducted with the aim of presenting a model of smart tourism development strategies in Iran. In the first part of the qualitative method with an inductive approach, it is exploratory in nature and basic research in terms of direction. In the second part, a quantitative method was used to confirm the dimensions and model. Therefore, in terms of practical purpose, in terms of research strategy, it is considered a survey. The statistical population in the qualitative section is experts in the field of tourism, whose sample size is 15 people based on theoretical saturation. In this section, the method of sampling is purposeful. The statistical population is a small part of the tourists in Iran (unlimited), based on this, the sample size was determined to be 384 people. The main tool of data collection was semi-structured in-depth interview in the qualitative part and the questionnaire was used in the quantitative part. Qualitative data analysis was done using the data-based theory method and quantitative data analysis was done using structural equation method (Amos). Based on the obtained paradigm model, the components related to smart tourism in six categories of causal factors (economic factors, technological factors, infrastructural factors and legal factors), background conditions (environment, social factors and cultural factors), intervention conditions (Government support and political and security factors), core category (smart tourism goals, smart tourism experiences and smart tourism business ecosystem), including strategies (support industries, technical measures and electronic marketing) and finally consequences (consequences economic, social, stability and political) were identified. In the quantitative section, the case model was examined and confirmed.

The aim of the current research is to design the factors affecting the intention of buying behavior based on the Islamic marketing approach. The required data was obtained through interviews with 17 marketing professors and 15 sales managers of Islamic clothing, and the criterion of sample size was theoretical adequacy. For data analysis, open and selective coding was used. Validity of the data, the coding process has been done under the supervision of 3 experts in the field of marketing. Validity of the data, the coding process has been done under the supervision of 3 experts in the field of marketing. Also, the reliability of the coding process and the extraction of concepts has been done by another expert in the field of marketing, and similar results have been obtained, and finally the researcher The help of the Delphi technique has determined the importance of dimensions, components and indicators of the model. Research findings show that the factors affecting the design of the model include six main dimensions (Islamic brand experience - dependence on the Islamic brand - Islamic brand communication - satisfaction with the brand Islamic-brand loyalty-word of mouth advertising about the Islamic brand) and twenty-four components

In today's business world, digital technologies continue to advance at an increasing and revolutionary speed, and it is referred to as the fourth industrial revolution; So that none of the different aspects of businesses have been spared from its raging waves and it has led to the change, modification and adjustment of businesses. Marketing is one of the vital and important sciences in management and business, which has been heavily influenced by information technology. A clear example of that is digital marketing. The aim of the current research is to design a digital marketing model in the country's banking industry. The participants of the research were 14 experts and university professors in the field of marketing, experts and specialists of banks and insiders with the purposeful (judgmental) sampling method and based on the rule of theoretical saturation. In order to find meaningful phrases and sentences from the text of semi-structured interviews with experts, the qualitative technique of thematic analysis was used; In the first stage, 85 key themes were identified by combining the obtained concepts, then in the second stage, 21 unifying themes were extracted through the identification of similarities in the underlying structure of the key themes, and finally, by merging the structures similar to the unifying themes, these themes were divided into 6 macro themes. : Digital customer orientation, digital market orientation, digital marketing strategy, digital value co-creation, digital branding and digital banking management.

The aim of the current research is to explain and investigate the pattern of using experiential marketing in building tourism dreams. In terms of purpose, this research is applied, in terms of data collection, it is descriptive-survey and quantitative research. The research community was formed by tourists visiting Khuzestan province during the years 2020-2021 (the last 10 years), whose number is unlimited and uncertain. The sample size based on Cochran's formula was 384 people who were selected by simple random method. Data collection was done through a closed questionnaire, and its reliability and validity were confirmed through the conducted tests. The mentioned questionnaire was prepared based on the results of data analysis related to the data obtained from interviews with experts in the design stage of the model. To test the model of using experiential marketing in the construction of tourism dreams, the structural equation model test was used, which was done through PLS software. The results showed that there is a significant relationship between the model variables. In such a way that the causal conditions have a positive effect on the central phenomenon; The central phenomenon, background conditions, and intervention conditions have a positive, positive, and negative effect on strategies, respectively; And finally, the strategies had a positive and significant effect on the results.

This research aims to identify the effective factors on sustainable supply chain in the National Iranian South Oil Company (NISOC). The method of data collection was mixed methods. In the qualitative section, data were collected through reviewing 32 previous studies as well as in-depth interviews with 10 faculty members and experts in the field of sustainable supply chain of crude oil and oil products of the NISOC using a Non-Probability Judgmental Sampling. The main dimensions were identified from interviews, and the dimensions were grouped in 13 main categories and 78 sub-categories. 13 main components included organizational factors, production products, sustainable supply chain, industry supply chain, macro policies, technology, customer, economic factors, deficits of supply chain, social factors, political factors, organizational performance, and organizational productivity. Second, through reviewing literature and previous studies, 72 open codes in 9 categories were identified, including strategies, blockchain technology, improving the economic environment, improving the social and environmental policies and laws, internal organizational solutions, external organizational solutions, environmental management, market and capital factors. In the quantitative part, the researcher-made questionnaire was applied in a preliminary study on 10 experts in the field of management, and its relative content validity is examined. Then the final and modified version was provided to 384 employees of the NISOC. SmartPLS software were used for quantitative evaluation of the model. The presented model helps industry managers and decision makers to significantly improve the performance of the supply chain by re-designing the supply chain and taking appropriate measures.

In terms of market value, the basic metals group is important after the chemical products group in the stock exchange, so the optimal use of marketing capacities in this industry can lead to financial benefits. The purpose of this research was to design a framework for marketing capabilities to achieve financial benefits in companies affiliated to the steel industry accepted in the stock exchange. became. Qualitative phase data was collected through semi-structured in-depth interviews with 15 marketing experts who were selected through purposive sampling and snowball methods until theoretical saturation was reached. The data was done using open, central and selective coding and analyzed using Maxqda data analysis software. The results obtained from the analysis led to the final model of marketing capabilities with 7 main categories including: product, distribution, market, customer, analysis of competitors, advertising and brand, which in 6 dimensions are causal conditions, main category, background conditions, environment, strategies and As a result, the paradigmatic model of the research was drawn.

Today, in the era of global medicine, where international travel and online medical information are easily available to the public, health tourism is an important issue, for national healthcare systems, and from a global health point of view. Patients all over the world can choose their treatment system by getting enough information from unlimited sources and independent of borders and financial resources, and easily buy a plane ticket to go to any destination they want. The present research explains the development model of making dreams. Medical and health tourism is based on experiential marketing. Experimental marketing was designed to build tourism dreams, which were designed using a data-based approach and based on data obtained from past studies and interviews with experts in the field of tourism in Khuzestan province. Relying on experiential marketing.

This research is a descriptive-survey in terms of practical purpose, in terms of data collection, and quantitative research. The research community was formed by tourists visiting Khuzestan province during the years 2022-2023 (the last 10 years), whose number is unlimited and uncertain. The sample size based on Cochran's formula was 384 people who were selected by simple random method. Data collection was done through a closed questionnaire, the reliability and validity of which were confirmed through the conducted tests.

The aforementioned questionnaire was prepared based on the results of data-based analysis related to the data obtained from the interviews with experts in the model design phase. To test the model of using experiential marketing in the construction of tourism dreams, the structural equation model test was used, which was done through PLS software.

The most important element in experiential marketing is establishing constructive communication with tourists; According to this issue, tourism marketers should create interaction with tourists, improve social relations and create two-way and sincere communication with tourists. In general, people who have already traveled to a destination usually talk about their travel experiences with others. These experiences and their history of traveling to a destination can be much more acceptable than other sources of information. Tourism planners should try to provide suitable tangible products to tourists and leave good memories for them. This good experience will serve as a positive advertisement and create the right image in the minds of tourists. Using information technology and creating an internet base with the aim of providing better and more effective information to the target markets and providing information needed by potential tourists, as well as creating websites for travel companies to express the opinions and views of customers about the services provided at the destination, to be aware of the existing weaknesses and to fix them, and to encourage customers to talk about the destination and its services with others in virtual environments, which causes the transfer of a favorable image of the destination among will be tourists. Preparing and presenting tourist guidebooks that represent the tourist places of the desired region and presenting them to tourists so that both tourists can use the information and can use it to introduce the desired destination to their friends, relatives and acquaintances. It seems useful and necessary for them to use it. Tourism destinations should use branding strategies to create a competitive advantage for themselves. The personality of the brand is one of the long-term effective factors in the formation of the special value of the brand. Therefore, destinations should consider these factors when formulating their business strategies so that they can create a suitable character of the destination in the minds of tourists. It is suggested that in order to increase trust in the destination brand, marketers should fulfill the obligations they have conveyed to the minds of customers through advertising and brand stabilization activities, otherwise the credibility of the advertised messages, image created and also consumers' trust in the brand name will decrease. Providing the promised services to customers and hiring people who best meet the needs of customers leads to the formation of trust in the destination. Tourism policy makers should always keep in mind that one of the reasons for choosing tourist destinations by tourists is to gain new experiences and adventures and also to enjoy them. Therefore, it is expected that tourism organizations, using management sciences and modern innovations, provide ideal and new conditions for tourists to gain experiences so that they can respond to such needs and that to satisfy Considering the difference in taste and character (part of which is related to the geographical environment), people certainly have different needs and characteristics. Based on this issue, tourism organizations are not excluded from this category, and in order to be ready to respond to the different needs of tourists, these organizations should long ago understand the needs of general tourists, potential and actual tourists, the characteristics of tourists. , identify and predict the feelings and emotions as well as the attractions of the tourists and make the necessary plans to respond to each of them by obtaining detailed information from the tourists. The results showed that there is a significant relationship between the model variables. In such a way that the causal conditions have a positive effect on the central phenomenon; The central phenomenon, background conditions, and intervention conditions have a positive, positive, and negative effect on strategies, respectively; And finally, the strategies had a positive and significant effect on the results.

Start-up businesses have attracted considerable attention regarding the new approach in the modern economy The present study was conducted to investigate the factors affecting the improvement of customers’ online shopping experience in e-commerce start-ups in the healthcare sector. This is an applied research conducted as a descriptive-survey. The target population includes all customers who used the electronic start-up services in the healthcare sector; out of which a sample of 384 individuals was selected using the Morgan table. A self-administered questionnaire was developed to collect the data which were analyzed using partial least squares and Smart-PLS software. All research hypotheses were confirmed, and it was proved that factors such as customer respect, customer enjoyment, importance of time, information security, convenience, perceived experience, valuable experience, and perceived image experience have a positive effect on improving customers’ online shopping experience in e-commerce start-ups. Applying the proposed model helps e-start-ups increase their performance   by eliminating their shortcomings and boosting their strengths.

The tourism industry is an all-encompassing and vast global industry that can be called one of the largest industries in the world, and all countries have appropriate tourism capacities in accordance with their environmental conditions, historical monuments, civilization, and cultural heritage. Iran, as one of the oldest countries due to its geographical, religious, cultural, and social conditions, has excellent tourism potential.Due to the high potential of the tourism industry in creating wealth and job creation, it has attracted entrepreneurs in this field today. Tourism has always been closely related to entrepreneurship. Industrial tourism is the country that earns the most income and employment with the least capital because everything, including ancient and natural monuments and places for this work, exists in most parts of the country. On the other hand, for every tourist entering the country, at least 5 jobs are created, and the employment rate of the tourism sector is 11.2 times faster than other sectors. Another critical issue is sustainable urban development. There is a wealth of evidence to suggest that the expansion of tourism activities plays a significant role in promoting sustainable urban development. Tourism is about the number of travelers, employment, and revenue. Also, tourism is doubly important because of how its sustainability is affected by the environment. On the other hand, at present, cities are among the most visited areas in the world and receive millions of tourists every year. Urban tourism has become one of the most important economic activities today.In the studies that have been done on entrepreneurship in tourism, there is also this research gap where the impact of various entrepreneurial investments on the development of the tourism industry has yet to be seriously evaluated. Therefore, to explain in detail how entrepreneurial capital affects tourism development, the impact of each proposed capital on entrepreneurship should be examined. Finally, it is necessary to evaluate the potential effects of tourism expansion on urban development.

The present study is a causal-correlational research method. The statistical population of this research is 532 managers of entrepreneurial companies in the field of tourism in Mazandaran province. This study used Cochran's formula to calculate the sample size. Thus, a sample of 224 people was selected by simple random sampling. A library method was used to collect information in the theoretical dimension, and a questionnaire was administered to answer the questions and test the hypotheses. The questionnaire was distributed among 224 managers of entrepreneurial companies in the field of tourism in Mazandaran province. The standard questionnaire is related to the article by Kim et al. in 2020 and includes all the questions related to the research variables. Professors and experts approved the questionnaire, and underwent localization before being distributed. 

Path coefficient values for financial capital and development of the tourism industry equal (0.24), social capital and development of the tourism industry equal (0.38), human capital and development of the tourism industry equal (0.26), and intellectual capital for the development of the tourism industry equal 0.41. The coefficient of the development path of the tourism industry on urban development is equal to 0.66, and these results indicate the positive impact of variables.All research hypotheses that confirmed the impact of the variables of financial capital, social capital, human capital, and intellectual capital on the tourism industry and urban development were confirmed. Entrepreneurial companies in the field of tourism can use the results of this research to develop the tourism and urban industries. The results of the hypotheses were analyzed based on significant statistics, and if they are not in the range of +1.96 and -1.96, they will be accepted.

In general, the results showed that different dimensions of human capital, including human, intellectual, social, and financial capital, significantly impact tourism development. Therefore, tourism stakeholders and managers should focus on these components in tourism development programs to develop an appropriate strategy. On the other hand, the results obtained in this study indicate the impact of tourism on urban development. This finding can also have managerial applications. This means that city managers can use the potential of tourism to develop cities and, in this regard, provide the necessary grounds for the expansion and development of tourism. Based on the results of the first hypothesis, it is recommended that institutions such as municipalities or governorates provide financial facilities in the form of loans to companies active in the field of tourism in the province to provide the necessary ground for the growth and development of such companies. According to the results of the second hypothesis, organizations such as the provincial radio and television andother media must promote the culture of hospitality and provide the necessary training to citizens to provide the conditions in such a way that the presence of tourists in the province creates a good image and memorable experience.Based on the third hypothesis, managers of tourism companies are recommended to use people with sufficient education and knowledge concerning various aspects of tourism when hiring labor. Also, in choosing guides, it is necessary to pay attention to issues such asfamiliarity with natural attractions, ethics, mastery of foreign languages, etc., of managers of tourism companies.In relation to the result obtained in the fourth hypothesis, it is suggested that improving the quality of tourism services in terms of accommodation, hospitality, etc., can also play an effective role in improving the brand image of tourism companies.Based on the results of the fifth hypothesis, it is recommended that provincial officials and institutions, including the governorate, city council, municipality, etc., put tourism development on the agenda as an approach to sustainable urban development.

This research has been done with the aim of designing the resilience model of electronic corporate banking in the economic sanctions. The research method of the current research is mixed with a practical approach. In terms of its nature, it is descriptive-survey and the statistical population in the qualitative part is all organizational experts in the field of electronic banking and professors who have more than 10 years of work experience or scientific and research activities in the field of electronic banking. The purposeful sampling method is snowball. In the quantitative part, it includes all the employees of the central bank headquarters and corporate banking departments of private banks, which are 438 people, and the statistical sample using the Cochran formula at the 95% confidence level, the number of 204 people is available. The findings of the qualitative part led to the presentation of the resilience model of electronic corporate banking in the conditions of economic sanctions in the form of a data paradigm. Analysis using variance-based multivariate regression, Spss V24 and Smart Pls V4 software were used. In this part, the results showed that the most effective factor of the causal conditions is related to structural transformation with a rate of (0.890), regarding the background factors, the most impact is related to culture (0.891), in terms of strategies, knowledge management (835) 0.0), has the most impact and in terms of results, organizational agility (0.894) has the most impact in electronic corporate banking.