گردشگری

Historical tourism plays a crucial role in the economic and cultural development of cities with historical textures, such as Yazd, yet faces complex stakeholder dynamics. The involvement of multiple institutions in urban management and the diversity of actors linked to historical tourism complicates policymaking efforts. Numerous challenges and issues surrounding historical urban tourism, coupled with the wide array of involved stakeholders, make it difficult to effectively address and analyze the problems in this sector. This study employs the MACTOR method (Multi-Actor, Multi-Criteria Analysis) to analyze the roles of various stakeholders in the tourism of Yazd's historical context. The MACTOR method is an analytical tool in strategic management designed to address complex issues involving multiple topics and multiple stakeholders. The findings highlight that some key actors, including the provincial planning and management organization, the provincial political and security deputy, and the police force, exert the most influence among stakeholders. Meanwhile, three groups—local residents, shopkeepers, and tourism industry professionals—are identified as dual-role actors who are influential but also subject to external influences, limiting their independence. The municipality, the cultural heritage department, and tourists themselves act as regulatory intermediaries within the tourism system, balancing influence and being influenced. The study also reveals a high level of consensus among stakeholders on goals like increasing tourist numbers and enhancing security, while economic objectives show less alignment. These insights can assist policymakers in pinpointing stakeholders with shared goals and crafting effective strategies for sustainable tourism growth.

Sustainable tourism is a new but very important concept in the tourism industry. Countries can multiply their profits from this industry by following a few simple tips. The purpose of this article is to investigate the sociological factors of the market on sustainable tourism with an emphasis on the attraction of commercial tourism in Ganaveh city. The statistical population of the research includes 43,965 citizens over the age of 18 living in Ganaveh city. The statistical sample using Cochran's formula was 381 people who were selected as available. The research method is descriptive-correlation in nature and practical in terms of purpose, and researcher-made questionnaires were used to measure the research variables. Data analysis was done with the help of SPSS software and hypothesis testing was done with structural equation method in SmartPLS software. The results of this research showed that among the factors affecting the development of tourism in Ganaveh city, according to the current requirements, including the commercial market and stores, tourism infrastructure, economic power, natural power, tourism facilities, demographic-social power, and it was also determined. Each of the above components is about 38.5% of the commercial market and stores, about 19.6% of tourism infrastructure, about 36.8% of economic power, about 39.5% of natural power, about 42.9% of tourism facilities, and finally, about 21% of the demographic-social power component. They explain the changes related to sustainable tourism development. Finally, the city of Ganaveh is in a good condition from the point of view of the categories affecting the development of sustainable tourism, such as tourism infrastructure, economic power, natural power, demographic-social power and tourism facilities.

With its special characteristics, the tourism industry is considered a dynamic industry with a bright future that will lead to urban development. One of the festivals that is held in the center of Iran is the Mahallat Flower and Plant Festival, which attracts domestic and foreign tourists interested in flowers and plants. The purpose of this study is to investigate the role of soft and hard organizational infrastructure in the quality of event tourism and the consequences of the experience of flower and plant tourism in neighborhoods. The results of the research after analyzing the data using PLS software have shown that soft and hard organizational infrastructures affect the quality of tourism. Also, the involvement of tourists in cultural contact and memorable experience and memorable experiences affects the desire to visit again and advise others. In order to achieve the development of tourism, fundamental activities must be carried out on two fronts. From the point of view of the public sector and policymakers, it is necessary to provide the infrastructure, cooperation, and companionship with the private sector and provide the basic and necessary platforms to create motivation in the private sector. On the other hand, it is necessary for the private sector to be diligent in developing the required marketing strategies while adopting a systematic approach

Tourism services are one of the most vital industries on world economy, and at the same time, they are very prone to crisis. Important unexpected events that affect tourism may include external conditions such as natural disasters, epidemic diseases, terrorist attacks, financial crises, as well as internal events such as family crises. In addition, incidents such as political, economic, social and technological issues can disrupt the performance of tourism-related organizations and require the response of regional tourism organizations and local authorities in order to minimize damage of tourism destinations. A wide range of tourism services such as accommodation, transportation, reception, tour guide, and many others are affected by various crises. therfore, crisis management in tourism, both at the level of the organization and at the level of tourism destinations, is a big challenge. Tourism is inherently vulnerable to countless crises, from epidemics to terrorist attacks, and can significantly affect its performance and reputation. The occurrence of various crises in tourism activity is inevitable and can occur in form of natural and human hazards in tourism community and endanger the safety of tourists. Therefore, the research was conducted with the aim of identifying and prioritizing the factors that create emergency (critical) conditions in tourism tours.

With the development of technology, e-tourism attracted the attention of many tourists. The goal of this study was to design an e-tourism model based on the business model canvas. The current research is qualitative and based on Grounded Theory. The samples were selected by purposive sampling method. After the interview, the data was analyzed with MAXQDA software. Research findings indicated that the e-tourism model included causal conditions, underlying conditions, intervening factors, strategies. The creation of the electronic tourism system is a logical consequence of the digitization of all processes of the value chain of the travel and tourism industry. Smart or electronic tourism is actually a new idea of serving tourists and as a new and new approach, it causes a better promotion of the position of tourism and business by providing the required requirements. Based on the findings of this research and the importance of the e-tourism approach, it is recommended to the managers and officials of the country's tourism organizations to develop and strengthen new technologies in the country with scientific and coherent plans. Equipping facilities and using new technologies is a way to expand e-tourism.

The purpose of this research is to investigate the variables (self-confidence, communication, anxiety, social benefits, social good, attitude towards education and people's preparation) on the behavioral intention of tourism students towards the use of artificial intelligence.

The current research is classified as a descriptive survey research in terms of its practical purpose and in terms of its research method, and the statistical population is tourism students across the country. Statistical analyzes were also performed using spss and Amos software, and the regression method was also used in the hypothesis path analysis test, and it also displays the mean, standard deviation, skewness, and kurtosis.

The results of the research showed that all the factors and variables of the research have a positive and significant effect on the behavioral intention, except the perceived usefulness, which hypothesis was rejected, and the result showed us that the variables have an important and significant effect on the behavioral intention of the people. And by controlling these variables in the education system of the country, especially tourism, a suitable platform for optimal education can be provided.

The purpose of this research is to provide a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees. The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.

Green influencer marketing is considered one of the new approaches in today's world in purchasing tourism services. Influencers, people with a large number of followers in social networks, play an important role in promoting products and services by influencing the attitudes and behaviors of customers. The tourism industry has also used this potential. The purpose of this research is to design a green influencer marketing model in purchasing tourism services. The research method is qualitative and the research strategy is based on foundational data theorizing. The participants include university professors, researchers and experts active in the field of tourism and marketing, 12 people have been selected by the judgmental sampling method of the snowball type according to theoretical saturation. To collect data, in-depth interviews and A semi-structured interview was used. To calculate the reliability of the model, the method of percentage agreement coefficient or Cohen's kappa coefficient was used, the value of which was calculated to be 0.85. The research findings included 6 categories. Causal conditions include social media developments and technological developments. The core category of the core category (green influencer marketing) includes the sharing of experience from the tourist destination and the mental representation of the destination brand. The strategies include the strategy of creating a mental road map, the strategy of creating unique content, and the strategy of online tourism services. Consequences include improving tourist performance, improving tourism industry performance. Intervenors include individual characteristics of influencers, macro environmental factors. Areas include personal branding and infrastructure.

Handicraft value chain is an economic system that includes a set of actors and business activities that trade with each other to evolve and trade the product from the primary producer to the final consumer and create economic value for each actor in the network. . . . In this research, the position of the value chain of handicrafts in the indicators of rural development and the state of tourism, as well as the preservation and revival of the rural identity of Ashrestaq village, Behshahr city, has been investigated. This research was conducted by distributing 210 sample questionnaires among local people and local experts related to research variables in the form of 3 questions and hypotheses, and the results were analyzed in SPSS software and with t-test. The results of the surveys show that the structure of the value chain of handicrafts has not had a great impact on the rural development of the studied area, but among the indicators, it has had the greatest relative impact on migration from village to village. This city also has a handicraft value chain that leads to the promotion of rural tourism indicators, but due to the relatively low average, its impact is not high. The value chain structure of handicrafts has also been effective in maintaining and revitalizing rural identity, but due to the relatively low average of some variables according to the respondents, it has had a negative impact on some indicators of rural identity preservation.

In this article, the social constructivism paradigm, the hermeneutic-dialectic methodology, and the fourth-generation evaluation are explained, and the prospects for applying this critical and collaborative approach to the evaluation of the tourism phenomenon, which is of multiple and diverse stakeholders, are reviewed. The research article type is a narrative-review, which has a powerful educational and summarizing characteristic and is suitable for under-explained topics. In this paper, firstly, the paradigm of social constructivism, and its ontological, epistemological and methodological philosophical underpinnings are described. Then, the concepts of inquiry and its types, evaluation and its types in terms of time and purpose, the first three generations of evaluation, and the fourth-generation evaluation are briefly introduced. A 6-type categorization of evaluation is a contribution by this article. Afterwards, the responsibilities of the evaluator according to this method are explained. Also, to measure the quality of constructivist inquiry; two categories of criteria are presented, and finally, after criticizing the fourth-generation evaluation model, we will review the applications for the paradigm of social constructivism and fourth-generation evaluation in tourism studies. The constructivist approach to tourism evaluation has several advantages over previous approaches and this approach has the ability to improve the quality and effectiveness of tourism evaluation.

As an economic activity, tourism is dependent on capital and market economy. The role of investment in tourism development is vital, leading, and fundamental. For this reason, tourism development is utterly dependent on domestic and foreign investments in each country; without these investments, even the formation of tourism with economic impact is impossible. For this purpose, the present study was compiled to compile and prioritize development strategies for investment in tourism in Khuzestan province. This developmental-applied study employed a descriptive-analytical research method and survey research. The statistical population consisted of 30 tourism and investment experts, all selected as samples due to the limited number. Multi-criteria decision-making techniques were used in the fuzzy environment, such as Fuzzy DEMATEL (FDEMATEL) and Fuzzy Network Analysis Process (FANP), combining them in the SWOT model to analyze the data. Also, MATLAB and Excel software were used to solve the mentioned fuzzy decision-making models. The results of the research showed that to achieve the development of investment in the tourism sector of Khuzestan province, it is necessary to operationalize the strategies according to the priority of the diversity strategy (ST) (with a weighted score of 29%); review strategy (WO) (with a weighted score of 26%); defensive strategy (WT) (with a weighted score of 24%); and offensive strategy (SO) (with a weighted score of 21%) should be at the top of the executive plans of the relevant managers. These results indicate that the strengths and threats prevail over the weaknesses and opportunities in developing investment in the province's tourism sector.

Today, many SMEs face failure and lack of proper growth in the early years of their activity.Therefore, examining the internal characteristics of these companies as the most important factor affecting growth in today's turbulent and competitive environment is very important. In the meantime entrepreneurial orientation is one of the factors affecting their growth, and it shows the desire of the organization to maintain its competitive advantage and aggressive competition through risk-taking, Proactiveness and Innovativeness. By understanding these conditions, the aim of this research is to investigate the effect of environmental changes on the growth of travel agencies with the mediating role of entrepreneurial orientation. The statistical population of this study is 1300 managers of travel agencies in Tehran. According to Morgan's table, 297 people have been selected as a statistical sample. The research tool used is a questionnaire. Data analysis was done using structural equation modeling and Spss version 22 and Smart-PLS 3 software.The results of this research show that entrepreneurial orientation has an effect on the growth of travel agencies. And the managers who have an entrepreneurial orientation and are innovative to act in the competitive and tense environment of tourism businesses and take actions before competitors such as diversifying the product or reducing the price of services and assume a relatively high risk for such actions, enjoy better growth. In this study, the significance of the relationship between environmental changes and the entrepreneurial tendency of travel agencies was confirmed and it was shown that the changes in the business environment in terms of changes in the technologies used in the tourism industry, the increase in the aggressive activities of competitors, the competition over the price of the services provided, as well as the change in Travelers' needs and marketing techniques can influence their entrepreneurial orientation; And to force the managers of these businesses to use innovative strategies and to innovate in their services, to target a specific market, to act faster than competitors and to show more risk-taking in this way.

Considering the importance of developing food tourism as one of the most important and growing types in recent years, the present study was designed and implemented to model the factors affecting food tourism development. This research is developmental in terms of its purpose, and it is included in the category of qualitative research in terms of data collection and analysis, which is done by the meta-synthesis method. According to the nature of the meta-synthesis method, the statistical population of the research is made up of previous studies related to the research topic. In the meantime, according to access the full text and review of the title, abstract, and content of the searched articles, 45 sources were selected for the research. Thematic analysis was used to analyze the collected data, and the intra-subject agreement method was used to control the quality of the analysis. As the research findings, the factors affecting the food tourism development were categorized in the form of six main themes, i.e., contextual factors, factors related to marketing and sales, factors related to human resources, infrastructural factors, intervening factors, and executive interventions. The results can increase managers' knowledge and awareness of factors affecting food tourism development and provide practical guidelines for managers, planners, and policymakers at different national and regional levels.

Defined as the ability to comprehend and interpret non-material aspects of the human soul, spiritual perception plays a crucial role in both the well-being of tourists and the effectiveness of tourism marketing. Therefore, tourism can provide proper grounds for experiencing such a perception. Accordingly, this study sought to identify the factors involved in tourists' spiritual perception. To this end, the study applied a meta-synthesis approach, systematically reviewing previous studies. Moreover, to ensure the comprehensiveness of the factors and their compatibility with the Iranian cultural context, expert opinions were collected through the Delphi method using snowball sampling. The data collection at this phase continued until theoretical saturation was achieved. According to the findings of the study, six main categories were found to have been involved in tourists' spiritual perception, including "Quality of Interactions", "Environment", "Historical and Cultural Heritage of the Destination", "Tourist's Presuppositions", "Low-ritual Travel", and "Development of the Tourist's Spiritual Intelligence", encompassing 46 sub-categories. Accordingly, spiritual marketers can set their strategies by focusing on and enhancing the abovementioned factors. Given the lack of established theories on spiritual marketing in tourism and its practical application, this study provides a comprehensive framework for identifying, classifying, and interpreting the factors affecting spiritual perception in tourism, thereby offering valuable insights for both marketers and future research.

The aim of the current research was to present a positive mental image model with an emphasis on digital technology in the field of tourism in Ardabil province. This research was fundamental, exploratory and qualitative. The statistical community included all the experts, university professors of management and tourism, and experts in the field of tourism in Ardabil province, according to the available and targeted sample, 35 people were selected as a sample. Data analysis was done with the three-round Delphi method (idea generation, reduction of items, and final verification of the model) and were analyzed and ranked using the Kendall Schmidt correlation coefficient. The results of the research showed that the final model of positive mental image with emphasis on digital technology in the field of tourism in Ardabil province includes 23 indicators and 3 dimensions of semantic image (8 indicators), physical image (7 indicators) and social image (8 indicators).

The aim of the current research was to present a new model of Solomo marketing in the tourism industry with the projection technique. A qualitative approach has been used to achieve this model. For this purpose, an in-depth semi-structured interview was conducted with 15 people in the three generations (X, Y, Z) who are known as the millennial generation in marketing in the field of tourism. Projection technique has been used to formulate interview questions. Also, MaxQDE software, during the open, central and selective coding stages, a new model of Solomo marketing was presented. Based on the analysis done in the open coding stage, 145 codes were identified and then 18 core codes and finally 3 selective codes were grouped. Solomo marketing is divided into three parts of social network marketing, local marketing and telephone marketing. Based on the findings of the research, the identified components of each of these sections are placed in two categories, visible and invisible. The components in the field of social network marketing are: online services, online intelligence, online data processing, online advertising, online trust, online arousal and online viral marketing. In the field of local marketing, there are: smart advertising, smart space creation, smart marketing, smart customer orientation, smart loyalty, smart innovation. In the field of mobile phones, they are: online support, complaint support, advertising support, data support. The obtained results provide the possibility for businesses and companies that are active in the field of tourism to develop their marketing department with lower costs and also act faster to respond to tourists and in today's competitive conditions. It is leading compared to the competitors and helps a lot.

Shiraz is a city known for its tourism-friendly climate and abundant tourist attractions, making it highly favorable for the revival of night tourism, which seeks to increase the duration of visits to Shiraz's attractions during nighttime. The current study sought to analyze the zoning of night tourism within the city of Shiraz, seeking to analyze and assess the tourism landscape, identify the componential elements and dimensions of night tourism, and portray the optimal areas for night tourism within the city. This applied descriptive-exploratory research adopts a quantitative approach, collecting its required data via library and field studies. Moreover, survey and observational tools, including a researcher-developed questionnaire were used when needed to fill informational gaps. The statistical population of the study comprised the city of Shiraz, and the required samples were collected using Comprehensive Enumeration and Expert opinion methods. Moreover, GIS tools were used to analyze the collected data and perform zoning. The results revealed the spatial zoning of Shiraz, encompassing various sectors across multiple regions of the city, including the entirety of 8th District 8 and parts of the other 11 districts of the city. The analyzed regions encapsulate a substantial area of central Shiraz, which urgently requires the development of night tourism to avoid stagnating.

Purpose; Entering the era of the fourth industrial revolution and facing the increasing flow of digital technologies, this research aims to analyze and evaluate digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach. Method; This research first has weighed attributes for choosing a digital marketing strategy using the fuzzy-best/worst method and then used these criteria for evaluating a set of digital marketing strategies in tourism platforms using the fuzzy-TOPSIS method.Findings; Cost reduction, audience increase, customer loyalty, brand development and user experience improvement were selected as strategy evaluation attributes. Based on weighted attributes and the Fuzzy-TOPSIS method, social network marketing has the highest priority and was identified as the most effective digital marketing strategy for tourism platforms.Conclusion; Social network marketing was placed at the top for wide access and diverse content creation, and search engine optimization for its cost-effectiveness and resilience was ranked next. In the new era of information technology, tools such as e-mail marketing are no longer paid much attention, and in order to advertise in the digital space, one should focus on tools based on social networks, artificial intelligence, and big data.Research innovation; The results of this research can be recruited in order to develop models for evaluating the performance of advertising and digital marketing in the atmosphere of uncertainty and ambiguity, relying on multiple attributes. On the other hand, the methodology used in this research can be considered for prioritizing other initiatives, strategies and advertising/sales programs by referring to expert opinions.

Tourism activity is a global industry, and thus it is exposed to global risks. Covid-19 and tourism are intricately connected. Tourists were among those who suffered the most damage in the initial stages of the disease outbreak. They became carriers of this disease and eventually became victims of travel and tourism. In the 21st century, the two driving factors for change in the tourism industry are climate change and global health emergencies. Urgent attention to this event and the future of travel and tourism is necessary in a world where disease outbreaks and epidemics are increasingly being considered due to increased travel and ease of access to destinations worldwide. Concerning practical purpose, the present research has been carried out using the survey method at the exploratory level based on the future research approach. In this research, using the Delphi method and the participation of 34 experts, the results were analyzed in the Mic Mac software environment. Then these factors were determined based on the degree of importance and uncertainty, prioritization, and the most critical factors to identify the drivers. A key from the software (Mic Mac) is used. The results show that ten variables were identified as vital drivers among the 36 effective variables discovered in the future state of Shiraz tourism. The results indicate that the key driver of the non-publication of the statistics on the incidence of covid-19 with a score of 92 has the highest impact factor on other variables. Also, the lack of a single plan to deal with this crisis is the municipality's cooperation to monitor health more. Public places and spaces were identified in the agenda of the development of healthy city policies as other key drivers of tourism and obstacles to improving the tourism situation during the occurrence of infectious diseases in Shiraz metropolis.

Home businesses can play an effective role in tourism development. Therefore, the current research was conducted with the aim of investigating the status and prioritization of affecting strategic drivers on future of home businesses in the field of tourism.

This research was quantitative from type of descriptive. The research population was managers and experts in the field of home businesses in the field of tourism with number 1400 people, which based on the Krejcie and Morgan table number of 300 people of them were selected as a sample with using random sampling method. The research tool was a researcher-made questionnaire of future of home businesses in the field of tourism in seven components of political, social, technology development, service quality improvement, cooperation with local communities, communication networks development and brand development drivers, which its face validity was confirmed by the opinion of experts and its reliability was obtained by the Cronbach's alpha method higher than 0.80. The data of this research were analyzed with one-sample t-test and Friedman test in SPSS software.

The results of one-sample t-test showed that all seven drivers of political, social, technology development, service quality improvement, cooperation with local communities, communication networks development and brand development were effective on the future of home businesses in the field of tourism (P<0.001). Also, the results of Friedman test showed that the drivers of political, technology development, social, cooperation with local communities, communication networks development, service quality improvement and brand development were more effective on the future of home businesses in the field of tourism, respectively (P<0.001).

According to the results of this research, for the growth and development of home businesses in the field of tourism can be prepared the ground for the drivers of technology development, service quality improvement, cooperation with local communities, communication networks development, brand development, political and social.