mohammad najjarzadeh

Given the growing importance of studying quality of life across various domains, along with its implications for government policymaking and the active involvement of youth in societal growth, progress, and self-sufficiency, it is crucial to investigate the factors influencing the quality of life among young people. Over the past few decades, researchers, planners, and governmental bodies have prioritized recognizing, measuring, and enhancing quality of life. Research findings indicate that the quality of life for young people in Iran is suboptimal and requires significant improvement. Consequently, Iranian society must implement comprehensive policies aimed at enhancing the well-being of its youth, addressing their economic, social, and infrastructural needs. As Semnan Province has a substantial youth population, this study focused on examining the factors that affected the quality of life for young people in Semnan with a particular emphasis on the tourism sector.

The components of this research were based on a mixed-methods approach, combining both quantitative and qualitative paradigms with a quantitative emphasis. The quantitative phase was classified as descriptive-analytical research regarding data collection methods and was applied in nature concerning its purpose. Data collection utilized a documentary method to define the objectives, research methodology, and literature review, which also helped identify the statistical population. This research was inherently descriptive based on its information-gathering approach. The study comprised two main components: field studies and documentary/library research. Following the identification of the research problem and formulation of objectives, a conceptual model was developed using a descriptive-analytical approach. This involved analyzing and reviewing documents, examining records from both internal and external sources, and conducting internet searches. Research tools and appropriate statistical methods were employed to achieve the research objectives and validate the experimental model. Data were collected through a questionnaire designed on a Likert scale rated from 1 to 5. The statistical population for this study consisted of individuals aged 15 to 29 years in Semnan Province. According to the most recent available data from the 1395 Population and Housing Census, there were 202,336 individuals within this age range in the province. The sample size was calculated using the Cochran formula and the questionnaire was distributed among the young population of the province. For data analysis and statistical testing, the collected information was processed using SPSS, Excel, and GIS software.

Following extensive library research, data collection through questionnaires, and analysis using various software and statistical tests, we concluded that economic and cultural factors influenced by environmental conditions were among the most significant determinants affecting the quality of life for young people aged 15-29 years in Semnan Province, as well as their engagement with tourism. The results of the hypothesis testing indicated that the quality of life among the youth in Semnan Province varied significantly. Overall, both objective and subjective measures of quality of life revealed that the youth in this region were not experiencing favorable conditions. Moreover, cultural indicators, individual well-being, and housing conditions emerged as critical factors influencing the quality of life for young people in Semnan. Our findings suggested a positive and significant relationship between increased tourism and improved quality of life among the youth. Therefore, the growth of tourism contributed to enhancing the quality of life for young people in Semnan Province, ultimately leading to improvements in their overall morale.

Considering the existence of gender inequalities that are mainly seen against women in many societies, the discussion of their empowerment has gained special importance in recent years. In this context, many researchers have emphasized the effectiveness of the role of ecotourism in empowering local communities by attracting their participation in tourism activities. Western Alamut region, which is the study area of this research, as one of the rich regions in terms of ecotourism attractions, has suitable places for tourism-based planning. This area is very diverse and beautiful with geological, geographical, and biological places, works, and phenomena, if these attractions are located and identified and properly informed and security facilities are created, it can become one of the prominent ecotourism stations at the regional, national, and international levels. Creating a business based on ecotourism in this region needs to be investigated and identified due to its potential and rare characteristics. Because the western Alamut region is one of the rich regions in terms of ecotourism attractions, therefore, the present study investigates the impact of ecotourism development on the empowerment of rural women in this region.

Considering this issue, the current research was conducted to investigate the impact of ecotourism development on the empowerment of rural women in the western Alamut region using the descriptive-analytical method. The statistical population of the research is made up of rural women in the western Alamut district of Qazvin, which due to the dispersion of villages and their large number, 9 villages (3 villages from each village due to their being tourist-friendly) were selected as sample villages. Using Cochran's formula, a sample size of 283 people was obtained, which was increased to 290 people. Statistical methods such as one-sample T, Pearson, multiple regression, and binomial nonparametric tests were used in SPSS software to analyze the data.

The results showed that the effects of ecotourism development on the economic empowerment of women in the villages of the western Alamut region with an average of 3.47, social empowerment with an average of 3.42, and environmental empowerment with an average of 3.32 were high. Still, its effects on the psychological empowerment of rural women (average 3/18) are low. Also, the women of Joynek, Perrod, and Sefid Ab villages have the highest influence and the women of Belkan, Kaman, and Dastjard Sofeli villages have the least impact on ecotourism development in the region.

Recognizing women's abilities and believing in their role in society is a process that has gradually started in all developing countries. Because women, as half of the human population, are considered not only the subject and goal of any development program but also a factor in advancing rural society's economic and social development goals. Considering that the empowerment of rural women is possible in different ways; one of these ways to develop the empowerment of rural women is ecotourism and rural tourism, which can provide diverse opportunities for the empowerment of rural women. The empowerment of rural women is an effort to improve their economic, social, and cultural levels, because today, in the development discussions at the international level, the presence of the citizen is emphasized in the process of formulating policies and implementing them. However, citizens with the necessary capacity, ability, and capability can surely participate.

The effects of ecotourism development in the economic empowerment of rural women with a score of 954/85 are more than social empowerment with a score of 895/24, environmental empowerment with a score of 651/93, and psychological empowerment with a score of 580/09. According to the results in the field of economic empowerment, the women of Joynek village (score 194/25) had the highest influence, and the village of Dastjard Sefali (score 112/54) had the least influence from the development of ecotourism. In the field of social empowerment of women, Sefid Ab village (score 126/45) has the most influence and Belkan village (score 85/12) has the least influence, in the field of psychological empowerment of women, Sefid Ab village (score 126/45) has the most influence and Kaman village (score 16) 59/59) The least influence and in the field of environmental empowerment, the women of Belkan village (score 85.27) have the most influence and Fanfin village (score 48.89) have the least influence from the development of ecotourism in the region. In terms of the total score of the four dimensions, the women of Joynek, Parrod, and Sefid Ab villages have the highest influence, and the women of Belkan, Kaman, and Dastjerd villages have the least impact on the development of ecotourism.

Environment is known as the basis of human life as well as ecotourism activities. Nowadays, the occurrence of environmental problems, their increasing trend, and the dangers that threaten the earth planet are an important challenge for societies, and preserving the nature is possible with a change in our knowledge, thinking, and performance about the issues that we have done before. This will happen when we learn; and in the meantime, what is worthy of consideration is the role of the content of educational books and educational system in environmental behaviors. In line with this goal, several national and international researches have been conducted. One of these national researches investigated the relationship between awareness and attitude with environmentally responsible behaviors in the first-grade female high school students of district 4 of Karaj city. Its results showed that there is a significant relationship between environmental awareness and students' attitude and their responsible behaviors, a significant relationship between environmental behavior and their attitude, and a significant relationship between parents' education and students' awareness. A foreign demographic study was conducted on the environmental responsible behaviors of students and it was concluded that female students, those who follow nature-related publications and often participate in nature-related activities, have more responsible behaviors with respect to others and predict environmental problems. The current research has been conducted aiming at a comparative study of educational content and the effect of side factors in the occurrence of environmental and ecotourism behaviors in high school students of Semnan township.

The research method in this study is a descriptive-analytical method that was selected from the simple stratified random sampling method among the students in the first year of secondary school in Semnan city and its surrounding villages. The information needed for the research was collected through a questionnaire in three sections with 50 items in the spring of 2016 and then was evaluated using SPSS software. Data analysis was quantitative and the obtained information was analyzed using student's T-test, Pearson correlation coefficient, and regression coefficient.

Results of the research indicate that there is no difference between urban and rural students in terms of environmental behaviors, and no significant difference was seen in terms of optimal environmental performance between male and female students and urban and rural school students; although the level of parental literacy was effective in strengthening students' environmental and ecotourism behaviors. Also, the students had a positive attitude towards the content of the book, and increasing the awareness of the students about the environmental issues that were included in the book led to a 20% improvement in their performance.

Based on this research results, parents with a higher level of education have children who are more concerned about the environment, and the responsible behaviors towards the environment and ecotourism view increases in these children. This issue shows the undeniable impact of knowledge, awareness and the role of family in improving the performance of family members. However, in examining the effective background factors in increasing the responsibility, the role of other factors such as material costs, access to technology, and individual abilities should also be considered.

Tourism is an activity that has many social and cultural impacts in addition to economic benefits and employment. Tourism development can increase the welfare level of local communities, but attracting tourists requires different mechanisms. In marketing the tourism destination, attracting tourists requires many solutions, one of which is the use of media and especially film to promote tourism and introduce tourism destinations. According to Morgan and Pritchard (1998), placing a destination in a film is to finalize a tourism product. Product positioning is an emerging phenomenon and is defined as the planned inputs of products to movies or television shows that may affect product beliefs and/or behaviors (Balasubramanian, 1994). Its growth has led to a reduction in the effectiveness of traditional advertising techniques. (Kaikati et al, 2004) Films or television series can be interesting for the audience due to their spectacular exotic destinations, which can be interesting for the audience and increase their awareness of a particular destination and affect the destination image.Therefore, in this study, the factors and processes through which cinema movies such as “Tabriz in meh” and “Shahriar” can encourage and stimulate the audience to visit the places displayed in the movies and how they affect the perceived image of tourists from tourism destination and finally how the perceived image affects tourist`s motivation.

The present study is applied research according to its objectives and regards to how the data and information collected in this study, the study is descriptive - survey. The statistical population of this research was Tourists who have been visiting East Azerbaijan Province to visit the film tourism sites and have seen at least one of the two "Tabriz in meh" or "Shahriar" films. In this study, for collecting information library and internet sources was used and a questionnaire with a five-point Likert scale was used to collect data. To investigate the normality of the research data, the Shapiro–Wilk test using the SPSS 21 software has been done. Then in the analytical statistics of this study, a confirmatory factor analysis technique was used to examine the validity of the questionnaires. Also to investigate the effect of tourism on the destination image with the mediator of natural resources, public infrastructure, tourism infrastructure, and natural environment, as well as their effect on tourism motivation, Pearson correlation test, and Path analysis were used.

In this study, the data related to the Shapiro–Wilk test show that the distribution of the data will be normal. Therefore, parametric tests can be used. The findings show that film tourism is a significant predictor of film tourism by a regression coefficient (P<001, β = 0.502). As other findings show, natural resources with regression coefficient (P<001, β = 0.270); public infrastructure with regression coefficient (P<001, β = 0.202) is a significant predictor of film tourism, but tourism structures and social environment are not a significant predictor of film tourism. Also, in the final stage of natural resources with the regression coefficient (P<02, β =0.216); film tourism with a regression coefficient (P<001, β = 0.387) are a significant predictor of film tourism, but public infrastructure, tourism infrastructure, and social environment were not capable of predicting the tourism motivations of the film.

The results of this study in the conceptual model show that film tourism directly affects tourism motivation, in addition, film tourism affects the dimensions of the image including natural resources, public infrastructure, tourism infrastructure and social environment. The dimensions of natural resources and public infrastructure of the image index also have a direct impact on tourism motivation.The first finding of this study suggests that the impact of film tourism on tourists' motivation has a significant impact. This finding is consistent with previous studies (Macionis, 2004). Another finding of this study suggests that film tourism has a significant impact on the perceived image of the destination. This finding is consistent with previous studies (Bolan et al., 2011). Another finding of this study suggests that the perceived image has a significant impact on the motivation of tourists. This finding is consistent with previous studies (Wong & Hsu, 2010). The limitations of the research can be referred to as the time limit and access to the sample. Also, as the present study has been done in a specific time range, it is a cross-sectional survey. Therefore, the results cannot be extended to another time. In addition, this study used only a quantitative method for collecting and analyzing data. Therefore, future studies are proposed to study various tourist destinations and compare the results of this study, as well as qualitative and mixed methods, are used in gathering data and analyzing data.

This study aims to investigate the role of Destination image and the perceived effects of local residents and tourists in the tourism development of the rural tourism region of Babolsar. The present study is an applied research in terms of purpose and it is a descriptive-correlation study. The population of the study consists of tourists who have visited the villages of Babolsar (Azizak, Karfun, Arabkhail) at least once. The statistical sample of tourists consists of 265 tourists selected using the convenience sampling method, and the statistical sample of the local population consists of 210 residents of the Babolsar region, where the villages have been selected using multi-stage cluster sampling. Data were collected by questionnaire with five Likert scales. The data were analyzed by SPSS and LISREL software. The results showed that the Destination image of local residents and tourists affects tourism development both directly and indirectly by the mediating role of perceived socio-cultural and environmental effects, but only the Destination image of tourists affects tourism development indirectly by the mediating role of perceived economic effect.

Aim of this study was to interpret the effect of perceived quality and perceived value on tourists’ loyalty by the mediation of satisfaction and destination image in the three tourism target villages of Yazd province (located in central Iran).

Present study is applied research regarding the objective and the type of research is a descriptive correlation. The population of the study consists of all incoming tourists to three tourism villages of Yazd province (Kharanagh, Saryazd, and Sadeghabad). Participants were 200 visitors to three villages of Yazd province that were selected using the convenience sampling method. They all completed the perceived quality, perceived value, satisfaction, destination image, and loyalty scales in a questionnaire. Data were analyzed using the path analysis model (LISREL software).

The study shows that there is a positive and significant relation between tourists’ loyalty and perceived quality, between tourists’ loyalty and perceived value, between tourists’ loyalty and destination image, and between tourists’ loyalty and satisfaction. Moreover, perceived quality and perceived value have a direct, significant effect on tourists' loyalty. Perceived quality by the mediation of destination image has an indirect effect on tourists 'loyalty; perceived quality by the mediation of satisfaction has an indirect and meaningful effect on tourists 'loyalty; perceived value by the mediation of destination image has an indirect effect on tourists' loyalty; perceived value by the mediation of satisfaction has an indirect and meaningful effect on tourists' loyalty.

Undoubtedly, the tourism industry is one of the industries, most sensitive and vulnerable to crises. Major events such as natural disasters, epidemics, terrorist attacks, mismanagement, etc. put pressure on the industry. On the other hand, the tourism industry is always influenced by society and based on interactions between people. The outbreak of the COVID-19 has posed an important challenge to the world’s tourism sector. The objective of the present study is to examine the effect of COVID-19 on the tourism and hospitality industry and to present marketing strategies during and after the Corona crisis. The present study is a review study based on information collected from several searches of Internet sources in English language databases including Google Scholar, Emerald, Science Direct and Springer using English keywords such as Post-corona marketing strategies. COVID-19, COVID-19's effect on the hotel industry and COVID-19 pandemic on hospitality industry were performed. It should be noted that 13 articles were selected as relevant and final sources to investigate this issue. Data were collected from the site of the World Tourism Organization and categorized according to the objectives of the study. Studies show that inbound tourism will grow by 3 to 4 percent in 2020. However, given the SARS scenario and the spread of the Corona virus and the prediction of its economic effects, the organization changed its forecast and predicted that global tourism will grow by 1 to 3 percent in 2020.

This study examined the relationship between cultural intelligence and managers’ performance of travel agencies. The study is applied research in terms of objectives, and this is correlational descriptive research in terms of collecting and analyzing data. The study population consisted of 500 tour managers and guides in Isfahan province. The sampling method was the simple random sampling method, and the sample size was 217 managers and tour guides of the Isfahan according to Cochran`s formula. Data were collected by questionnaire and analyzed by Lisrel software, using structural equation modeling (SEM). Findings show a positive and significant relationship between tour managers' cultural intelligence and their performance in dealing with crises. Thus, the strategic importance of cultural intelligence in managers' performance while dealing with challenges has been approved. Furthermore, cultural intelligence is recognized as one of the factors influencing the prosperity of tourism by enhancing manager performance.

To be successful today, tourism destinations should not focus solely on providing services, but must identify and provide experiences that differentiate them from other destinations and thus offer a competitive advantage. Today the focus of businesses has shifted from products to services and then to experiences. Provision of memorable experiences is an important factor for tourism destinations' success. Tourists expect satisfying memorable experiences and such experiences can benefit destinations by encouraging loyalty. Due to the changes in the consumer consumption patterns, the most valuable marketing tool for destinations and tourism businesses is the "experience" which they provide to tourists. Tourism service providers found provision of attractive memorable experiences necessary as a new marketing strategy to ensure customer satisfaction and loyalty. If tourists value the travel experience at a high level, tourism destinations can expect loyalty and word-of-mouth advertising to help sell their products. In this new point of view, tourists are allowed to actively construct their own travel experience through personalized interaction with the environment, thereby creating unique value for themselves. Memory impacts choice of destination. The memorability of a tourist’s total experience can be sufficiently powerful to motivate tourists to visit a specific destination and/or tourism service provider. Research papers show that tourists like to revisit destinations linked with positive memories of previous visits. Considering the limited studies discussing the impact of travel memories on tourists’ behaviour, the present study was conducted with the aim of investigating the effect of tourists' experience on their memories, satisfaction and behavioral intentions in Shiraz.

The present study is an applied research in terms of purpose and a descriptive-correlation according to data gathering method. Statistical population of the research included domestic tourists visiting shiraz. To achieve the goal, 384 questionnaires were distributed among domestic tourists in Shiraz, in places such as Saadieh and Hafezieh, of which 318 questionnaires could be used. The sampling method applied was simple random sampling. First, the study used SPSS to process the descriptive statistics and reliability analysis of the collected data, and assessed the demographic profile of the sample and the internal consistency of the constructs. In the data analysis phase, the normality of the data distribution was tested using Kolmogorov-Smirnov test. Partial least squares (PLS)-based SEM was used in this study to test the structural model and hypotheses.

According to demographic analysis of the population studied, the sample included 183 men (% 57.54) and %50.3 of the participants was 20 to 30 years old. Descriptive statistics showed that the tourism experience, memories and tourists' satisfaction are in a good position since their mean value were 3.18, 3.39 and 3.01 respectively which is higher than 3. However, the mean value for tourists' behavioral intentions was lower than 3(2.91). The standardized regression coefficients of the impact of tourism experience on memories and satisfaction were 0.739 and 0.512 respectively. The R2 coefficient of memories and satisfaction were 0.546 and 0.605 respectively which means %54.6 of the variance in memories and %60.5 of the variance in satisfaction is predictable from the tourism experience. Moreover, the standardized regression coefficients of the impact of memories and satisfaction on behavioural intentions were 0.199 and 0.322 respectively and %58.8 of the variance in behavioural intentions is predictable from research variables. Since all t-values were higher than the critical t-value (1.96), null hypotheses were rejected which means paths are meaningful. In other words, hypotheses of the study based on the research conceptual model are confirmed.

Tourists enjoy having new experiences during their travel. Tourist experience can be defined as an interaction between tourists and destinations in which destinations are the site of the experience and tourists are the actors of the experience. To be successful, tourism destinations should not only provide high quality services, but should also recognize and provide experiences that distinguish the destination and provides it competitive advantages. The experience provided to tourists is one of the most valuable marketing tools. If tourists evaluate the experience offered by the destination as highly acceptable, then positive word-of-mouth advertising helping tourism businesses sell their products can be expected. This study explored tourism experiences and their impact on the memories, satisfaction, and behavioural intentions of tourists in Shiraz. The results of the study show that: 1-tourism experience positively influenced tourists' memories, satisfaction and behavioral intentions and has a direct and significant effect on them, 2-tourism memories significantly affects satisfaction and behavioural intentions of tourists, and 3- satisfaction of tourists has a significant effect on their behavioural intentions. These results indicate the widespread effects of the tourism experience on creating positive tourism consequences for the city of Shiraz.

Spatial justice in the health area is one of the most important dimensions of sustainable development. Sustained development can not be realized without a healthy population, and on the other hand, population health can not be maintained without a healthy environment and a strong economy. Therefore, the purpose of this paper is to identify the pattern of spatial distribution of health facilities and facilities - Therapy in the city of Golestan province.

Methodology and data: 

The research method used is descriptive-analytic and the data source is the Statistical Yearbook of 2011. Data were analyzed using statistical techniques such as Topsis, cluster analysis, and Pearson correlation coefficient.

The results indicate the uneven spatial distribution of cities in Golestan province in terms of health-care development. Gorgan is the highest and the lowest level of health-care development. The distance to the provincial capital is one of the most important factors affecting spatial inequality.

Space justice requires reducing the development gap between provincial cities.

Participatory learning can create the conditions for better education. In fact, collaborative learning is seen as a balance between working together, working together, learning together, changing with each other, and developing and helping each other grow. The purpose of this article was to investigate the effectiveness of participatory learning (Jigsav method) on environmentally responsible attitudes and behaviors in selected resorts in Bastam. For this purpose, during a quasi-experimental study with pre-test and post-test and control group, 30 selected camping staff of Bastam district, Shahroud were selected as available sample who had never received any training. The results showed that participatory learning with the Jigsav model was more effective than traditional learning of the attitude and responsible environmental behavior of the Bastam district resident staff. For this purpose, during a quasi-experimental study with pre-test and post-test and control group, 30 selected camping staff of Bastam district, Shahroud were selected as available sample who had never received any training. The results showed that participatory learning with the Jigsav model was more effective than traditional learning of the attitude and responsible environmental behavior of the Bastam district resident staff.

Despite the hotel industry is a very dynamic sector in the tourism industry, its development and exploitation are confronted with enormous challenges. In this regard, attract of foreign direct investment can be considered as one of the ways to expand the hotel industry of Iran, while the use of this approach has barriers and limitations. Thus, the purpose of this study is to identify barriers to attract foreign direct investment in the hotel industry of Iran. Regarding the goal, the current research was practical and the nature of research is qualitative based on thematic analysis. The study population was consisted of experts of tourism, hospitality and foreign investment. Participants were 12 experts selected by using purposive sampling or snowball sampling method. After semi-structured interview with experts, the four main themes were identified as barriers to attract foreign direct investment in the hotel industry in Iran which all of them came from the findings. The results showed that economic barriers, political barriers, social barriers and managerial barriers are the main reasons of failure to attract and expand foreign direct investment in the hotel industry of Iran. Therefore, it can be said that each of these variables can affect the foreign direct investment in the hotel industry and consequently the tourism industry of the country.

Tourism is a media and tourists are the best media for touristic regions. The purpose of this paper is study of economic, social and environmental impacts and its effects on local's quality of life by the role of social advertising modifier. In this research, a descriptive-correlation method was used. Statistical population was Dasht e Arjan in Shiraz city, which 4 villages were selected. To collect data, questionnaire was used and its validity and reliability were examined by fuzzy- Delphi approach and internal consistency. For investigating Modifier Effect of social advertising, it used LISREL software. Statistical sample divided into 2 group and structural modeling was investigate by considering modifier role and not considering modifier role. Results showed that without considering modifier role, there is a positive relationship between local people attitude with tourism impacts and these impacts has positive and significant relationship with local's quality of life. But by considering modifier role, social advertising just modify relationship between local's people attitude with economic impacts. Social advertising could not modify relationship between social and environmental impacts with local's attitude and also between economic and social with quality of life.

Social networks have changed users’ lifestyles over a short period. People use online social networks. Communications between individuals go beyond the circles of friends and family members and involve communicating with strangers. Social networks have thus provided the marketers with the brand new, yet unlimited opportunities, including online word-of-mouth marketing. This study investigated the effect of information quality of online word of mouth on the tourist behavior. We received 332 questionnaires from domestic tourists who had the experience of using an online word of mouth. Valid questionnaires were 310. The data were analyzed by structural equations and the partial least squares method. The results showed that online word of mouth, information quality, and source credibility had a positive and significant impact on tourist behavior. Also, online word of mouth and information quality had a positive and significant effect on source credibility. Few studies had so far investigated source credibility and quality of information. The results confirmed the direct and significant impact of the two variables on tourist behavior.
 

With the dramatic changes in communications in the current century, tourism has witnessed a great deal of transformation. On the other hand, today's busy world has provided little opportunity for pleasure and entertainment, and consumers services are eager to get the travel information they need as quickly and easily as possible. The purpose of this study is to investigate the effect of tourism brand in social media in order to develop the travel motivation to Tehran, considering the mediator role of attitude toward the destination. A questionnaire consisting of 35 items and 313 samples was collected. Factor analysis and structural equation modeling were used for data analysis. The results indicated that tourism brand (t valu: 11.38) and attitude toward destination (t valu: 3.96) have positive and significant effect on travel motivation. Also, in the impact of the tourism brand on travel motivating, the attitude toward destination plays as a mediator.

The aim of this study was to investigate the structural relationship between environmental attitudes and knowledge with behavioral intentions in Conservation of Environment with the Mediating role of tourist satisfaction and Perceived Benefit in Khar Turan National Park. Regarding the goal, the current research was practical and according to the method of data collection, it was considered descriptive - correlation. The study population was consist of all tourists who visited Khar Turan National Park. Participants were 200 tourists selected by using convenience sampling method. All of them completed questionnaire scales. Data analyzed by the path analysis. The results showed that environmental knowledge has a significant effect on tourist behavioral intentions in the conservation of the environment. Environmental knowledge by mediating perceived benefit didn’t have an indirect effect on tourist behavioral intentions in the conservation of the environment. Environmental knowledge by mediating perceived benefit and satisfaction had an indirect effect on tourist behavioral intentions in the conservation of Environment. Environmental attitude had a significant effect on tourist behavioral intentions in Conservation of the environment. Environmental attitude by mediating tourist satisfaction had an indirect effect on tourist's behavioral intentions in Conservation of the environment.In conclusion, environmental knowledge and environmental attitudescould directly affect the tourist behavioral intentions in Conservation of Environment.

Historical complexities constitute one of the important identity components of a society and indicate as well, its cultural structures. Persepolis, a nearly 2500 years old historical site, has been fascinating for domestic and foreign tourists. People who live near the complex should play an important role in managerial decisions. But residents of these villages have not been able to play their role properly. There are many villages in the vicinity of this complex and it means that any decision-making process at Persepolis have important impacts on lives of the residents. The concept of community is one of the basic human needs and a factor that can control the local and social damage. This concept often can be considered from different viewpoints, such as psychology and sociology. These viewpoints have their own perspective. quality of tourism is an important factor for both local residents and tourists’ arrival. Research shows that local residents are extremely concerned about their environment. Local residents have an important role in reducing negative effects caused by tourists and tourism development. So the level of local involvement can reduce environmental damages. Moreover, with the involvement of local residents not only can social and cultural identities be maintained, but also encouraged. Overall, this study is aimed at considering different factors influencing local residents’ perception towards supporting sustainable tourism development in Persepolis

In this research, a descriptive, survey method was used and in terms of purpose, it is an applied research. Five villages of Kenareh, Jalian, Firouzi, Shahrak-e Mahdieh and Shahrak-e Vali-Asr were chosen as the population of the study. The instrument used for gathering data is a questionnaire whose validity and reliability were measured through confirmatory factor analysis and Cronbach’s alpha. Using categorical sampling and Cochran’s table, a total of 385 questionnaires were distributed among and completed by local people. Structural equation modeling, Pearson coefficient and one-sample T-test were used to verify the hypotheses of the research.

Todays, the main objective of development programs is to create participatory strategies in local communities. According to the results, in this study 79 percent of the participation were male and 21 percent were female. Most participants in this study were in the age group of 20 to 25 years old. In terms of occupation most were self- employed (30 percent) and agriculture held the lowest number of job holders. in terms of level of education, most held high school diploma. Results showed that social participation with a coefficient of 0.79 has the most effect on local residents’ perception towards sustainable tourism development in Persepolis. Social attachment with a coefficient of 0.17 has a positive and significant relationship with local residents’ perception of the complex of Persepolis.. Lastly, local residents’ perception has a significantly positive relationship with supporting Persepolis complex and sustainable tourism development.Also, the results showed that social participation has a positive effect on the understanding of local residents in the selected villages. Thus, social participation is one of the most important factors in local resident's perception. Social attachment has a positive impact on local resident's perception and support of Persepolis as a World Heritage Site (0/22). The amount of social participation and support for sustainable tourism development Impact factor (0/62) showed that there is little impact between social participation and support for sustainable development. Local perception has a positive impact on support for Persepolis as a world heritage (Impact factor: 0/36). Since Persepolis is registered at UNESCO, the people who live there have a sense of honor and it has reinforced their feelings of social attachment and support for this World Heritage Site.

Community-based tourism participation of local communities in accordance with the principles of sustainable development. Participatory framework riders also tried to attract the active participation of all stakeholders throughout the planning process. So in this study, agricultural tourism planning for community-based participatory framework used to ride. Collecting information through meetings of discussion groups seven two groups of beneficiaries (farmers, managers) is obtained. Finally, stakeholders and managers of the group as facilitator operated in four stages to evaluate the strengths, opportunities, aspirations and results of agricultural tourism development focused executive. The results indicated that the assembling process is scientific community. In fact, this process can take from a reactive mode to all stakeholders, including farmers and the division of power and responsibility for them according to their interests, all of them are empowered. The local community and other stakeholders and facilitators together with an educational approach to enforcement Results for the development of agricultural tourism in the village of Dizaj achieved. Finally all groups interested in volunteering with the division of duties, were obliged to implement the program in accordance with the principles of sustainability.

Today’s tourists are more dependent on the Internet than ever before to search for travel information. They share their travel experiences in cyberspace. The goal of this study is to investigate the effects of travel stimulus variables, information search and the quality of electronic tourism services on the behavior of young consumers, aged 20 to 40 years. Participants included 182 young people from Tehran (46 male, 105 female), and were selected based on random sampling. Data were analyzed using the structural equation model with LISREL software. The findings showed that the motivation of travel had a significant indirect effect, through the quality of services, on the behavior of the users of electronic tourism services. The study found that the motivation to travel and search information indirectly and through the quality of service could affect the behavior of the consumer of electronic tourism services.

Economic, social and political development in the local, regional, national and international scale; also, the consequences of rural underdevelopment, such as widespread poverty, high inequality, rapid population growth, unemployment, migration, etc., have led to focusing on rural development, and even placing its priority over urban development. So, rural development is a multidimensional process, ensuring the permanent improvement of life ('s quality) in rural society. Thus, considering the cultural and social capital, as the capital leading to resource's stability and economic benefits, also, the good governance -promoting interaction between people and the state- becomes more and more necessary. The aim of this research is to investigate the effect of social capital on good governance and stability of rural communities, by the mediating role of cultural capital in the Godin vill. Using Cochran's formula, our statistical society is calculated 240, and using multistage cluster sampling method, the required data was gathered through distributing questionnaires among villagers. The proposed model was evaluated through Structural Equations Modeling (SEM) and AMOS18 software. The hierarchical regression method in SPSS software was used to investigate the mediator's effects between good rural governance and stability. Findings of the research indicate that the proposed model is relatively suitable. They also indicate that the indirect effects of social capital on social-economic stability -by the mediating role of good rural governance- are significant. Hierarchical regression also showed that cultural capital mediates the relationship between a good rural governance and socio-cultural stability.

Local people always play a very important role in rural tourism development decisions. So that it is always known as one of the principles of sustainable tourism development. Therefore, local perception towards rural tourism development help tourism managers and policy makers to make better decisions. So, the current study aims to assess the relationship between rural sustainability and rural tourism development by modifier role of local people perception. The statistical population is Local people in Qalat region of Shiraz. According to Morgan table, 385 were selected by available sampling method. Data were collected using a questionnaire. The reliability of the questionnaire was measured using Cronbach's Alpha and composite reliability. Its validity was measured using convergent and divergent validity. To examine hypothesis, the Partial Least Squares and Structural Equation Modeling were used. The results showed that without considering local perception as a modifier role, there is a positive relationship between general sustainability and rural tourism development in Qalat region, confirming all relationships between sustainability aspects and rural tourism development. However, considering modifier role, from the economic points of view, local people have not had positive opinions about rural tourism development. The positive economic aspects of economic have not been significant among local people and negative environmental impacts of Qalat area have increased with the arrival of the tourist.

In the landscape of contemporary tourism industry, due to growing competition of tourism destinations, destination brand development has become a strategic tool around the world. Having a successful tourism brand can be highly influential in increasing destination competitive advantage, attracting tourists and consequently will result increased revenues from tourism and national economic prosperity. This will be possible through a strategy of brand equity.
Tourism has had a positive effect on the country's economic development, particularly in terms of foreign exchange earnings, the employment rate, taxes and other areas (Richards, 2013). However due to increasing competition and the emergence of phenomena such as global markets, domestic industries of every country need to increase their competitive advantages. Brand equity is one of the strategic tools that causes commitment and higher frequency of consumption, increasing economic value for shareholders and expands economic activities beyond geographic boundaries (Iranzadeh et al., 1391). Brand equity is the core concept of brand management and has been studied from different perspectives. From the perspective of keller (1993) brand equity is the distinguished effect of brand knowledge on consumer response and reaction to marketing and strengthens preferences and purchase intentions of customers (Ranjbarian and Ghaffari, 1393; Namin and Ishmael Musharraf in 1392; Amari and Zendeh del, 1391). Aaker and Equity (1991) defined brand equity based on the following five dimensions: 1) brand loyalty: the attitudes and behaviors of visitors to a particular brand destination show their own unique preferences, and they recommend that others visit that destination; 2) brand awareness: this refers to the extent that consumers recognize and remember the destination; 3) perceived quality: this refers to the quality of the tourism products or services offered by the destination, the level and degree of satisfaction in the minds of consumers, and their subjective feelings; 4) brand association: this dimension refers to the destination brand in the minds of consumers, including what they think about the brand, its product features, its functions and levels, the consumer's interests, the product's relevance to the consumer's lives, associated personality traits, and its competitors or countries; and 5) other exclusive brand assets (other proprietary brand assets); this dimension includes patents, trademarks, and the relationship between a company and its competitors (Bianchi et al., 2014)
Savadkuh is a county in Mazandaran province which has the lowest relative density of population in the province. On the other hand, according to the censuses conducted from 1375 to 1390, despite population growth in the country, this city had negative population growth (-19 percent). Apart from the population growth control, one of the main reasons of negative growth rate is emigration from the county to work and live in other cities since the unemployment rate in this county is 20/59 percent (Divsalar et al., 1392)
Concerning these evidences, Tourism can play a crucial role in job creation and preventing emigration. Because of its geographical, historical and cultural features, Savadkhooh county is a good place to develop various types of tourism such as geotourism and ecotourism, medical tourism, cultural, natural, sport and religious tourism. Therefore, evaluating the tourism destination brand of Savadkuh is an essential element of formulating marketing strategies for this destination.
Finally considering concepts in brand equity literature, this study tries to evaluate the important and effective factors in the development of tourism destination brand of Savadkuh, and to answer this question “how domestic tourist assess Savadkuh Brand?”
This study is an applied research and has been conducted through a quantative survey method. The population of the study is domestic tourists who visited Savadkouh county in the period of early June to late July,2016. Initially, Four cities Zirab,,Polsefid,,Aalasht and Shirgah were selected through cluster sampling; and then 4 tourist attractions including: the Museum of Anthropology, Shoormast Lake, Javarem Tourist Area and palang forest and Fall were selected from these four cities. The respondents were chosen through random numbers tables. The Cochran teqnique in a .95 confidence level and P= 0.5 (error of 0.05) was used. The accounted sample size for the study was 348; but 430 questioners were distributed among the visitors from which 400 questioners were valid.
To collect data needed for theoretical foundations documentation like (library resources, articles, books) and internet were used. A 5-point Likert scale questioners was also used to gather data and to analyze them. According to the study conceptual model, six indicators t including brand awareness, brand image, brand perceived quality, perceived value of the brand, brand loyalty and brand equity were investigated.
Discussion and Results of the study showed that in Savadkuh as the context of the study, brand awareness, brand image and perceived quality have significant positive effect on brand equity and brand image; as well perceived value and brand equity have a significant positive effect on brand loyalty. The brand awareness has the greatest impact on brand equity and brand equity has the greatest impact on brand loyalty. But the perceived quality does not have any direct significant effect on brand loyalty.

INTRODUCTION Rural tourism can be defined as the ‘country experience’ which encompasses a wide range of attractions and activities that take place in agricultural or non-urban areas. Its essential characteristics include wide-open spaces, low levels of tourism development, and opportunities for visitors to directly experience agricultural and/or natural environments. In the recent years, aside from its positive economic and social influences in the rural areas, tourism has been strongly accorded as a resource for the renewal and sustainable development of these areas. In fact, rural tourism is considered as a means of sustainable Development and natural resources protection. On the other hand, rural destination image is connected to common representations of rurality in tourism and rural imaginaries.
In Iran, 30 percent of the population live in rural areas. The villages of Drak Dehestan in Fars province is one of the most important region in Iran that has the potential for tourism sustainable development. In this way, the purpose of this paper is assessing the economic, social and environmental sustainability with regard to destination image role as a modifier factor in villages of Derak Dehestan in Shiraz city.
THEORETICAL FRAMEWORK Nowadays, tourism is considered as the most comprehensive service industry of the world that has acquired a special place in economic, cultural, social, and political realms. Worldwide changes in the aftermath of the Second World War regarding the prevalence of urbanization, large cities, urban environmental pollutions, and the increase of leisure time resulted in the expansion of rural tourism. In the following decades, tourism was considered as a tool for rural development. Scientists have tried, by means of different patterns, to promote the role of tourism in the rural development. Therefore, it is possible to organically combine the two streams of destination identity research in the examination of a rural destination's image structure. Moreover, to construct a destination identity that represents localized features and lifestyles and elicits a holistic image suitable for tourism promotion, it is necessary to understand the role of rurality in rural tourism.
METHODOLOGY In this research, a descriptive-correlation method was used and in terms of purpose, it is an applied research. Data were analyzed with Structural Equation Modeling (LISREL) and Partial Least Squares method (PLS). According to Morgan table and stratified random sampling method, 385 tourists were selected. To collect data, questionnaire was used and its validity and reliability were examined by Cronbach's alpha, composite reliability and construct validity (confirmatory factor analysis). The levels of sustainability in the villages were done by selection of a number of important elements. Economic sustainability were measured by 5 items of the questionnaire including employment, living condition, earning money, migration of economic actors and land prices in the area. In order to investigate the social sustainability, a total of 4 items were applied; cultural exchange between people and tourists, tendency to addiction, public security and social links. Environmental sustainability indicator includes 5 items, i.e., air pollution, noise pollution, natural areas, the construction in pristine areas, traditional texture village of Qalat.
DISCUSSION In this research, most important aspects of sustainability have considered. In these villages, there are a range of positive and negative impacts in terms of rural tourism development. Results show social sustainability has highest impact factor (0.33). After that economic sustainability (0.22) and environmental sustainability (0.15) have more impact factor in the way of rural tourism development in selected villages of Drake region. Economic and environmental sustainable levels are lower than mean and social level is higher than mean. Moreover, the destination image as a modifier variable has positive and significant effect on economic sustainability, but it has not effect on social sustainability in Derak Dehestan and there is not significant relation between them. The Destination image has adverse and significant relation on environmental sustainability.
CONCLUSION The image destination can have important role for rural destination. There is a dynamic tension between tourist's imagination and tourism destinations. The tourist's consumption of and interaction with rural are dependent on offering rural areas that match tourist's expectations. This research show that destination image can impacts rural sustainability. It can be said the more we have positive image towards rural destination, the more we have sustainability.
Given the findings, some suggestions are also presented, i.e., consider the role of local authority in the development of tourism as an effective factor to participate locals and raise awareness of the benefits of rural tourism development. Like other studies, this study has limitations. Including limited access to some tourists and inappropriateness of fitness model. It is suggested for future studies to examine the personal and demographic factors on people's willingness to visit and consider its impact on tourism development.

Agritourism has become increasingly important in recent years and different countries have put a lot of efforts to promote it. Experts believe that agritourism can play an important and constructive role in sustainable agricultural and rural development as a new strategy. Accordingly, the present study analyzes the challenges and issues facing agritourism development in the rural areas of Shahrud city using a qualitative research design and purposive sampling. Data were collected via holding interviews and meetings with three groups of stakeholders (farmers, tourists and managers) based on the modified Nominal Group Technique (NGT) in the summer of 2015. The central question raised at the meeting was: What are the challenges and issues of agritourism development in the rural areas of Shahrud city? According to the results, the stakeholders
categorized the challenges and issues facing agritourism development in Shahrud into six groups: distance from major population resources, comprehensive national and regional policies, awareness and training, marketing, customs, and laws.

Tourism in rural and remote areas is particularly important and is a Means for the well-being of local communities. This type of tourism if were in order to general sustainability of villages, could develop this regions. The purpose of this paper is study of Factors affecting the development of rural tourism with regarding of the general sustainability of regions and the development of local communities. The research method was descriptive - survey and interms of purpose is practical. The data collection instrument was a questionnaire. The data collection instrument was a questionnaire. In order to analyze data in each of these villages, two types of questionnaires were distributed among locals and tourists. To obtain sample of locals and tourists, Cochran table was used. For locals, Random Sampling method and for tourists Available Sampling method was used. Validity and reliability assessment questionnaire was obtained by using confirmatory factor analysis and Cronbach's alpha. Data were analyzed with Structural Equation Modeling called path analysis, One - sample T test, Pearson correlation. Results show that tourist attractions, the way of local behaving, sustainability status and tourism infrastructure have highest impact factor in the development of rural tourism in the region of Qalat. The average level of environmental sustainability and tourism infrastructure are lower than mean but the average level of attractions, the way of local behaving, economic and social sustainability are higher than the mean. There is significant inverse relationship between environmental sustainability and the rural tourism development in the region of Qalat.