Investigating Factors Influencing Slow Tourism Development among Urban Tourists Based on goal-directed behavior Theory (Case Study: Mashhad City)

Urban tourism is a very important factor in the development of cities, and its wise management and development requires planning based on the demands of tourists. Tourists are also looking for in-depth experiences, greater interaction with locals and more about the local skills, traditions and unique qualities of the places visited that make for Slow tourism. Mashhad is a metropolis in northeastern Iran and the capital of Khorasan Razavi province. This city has many historical and religious attractions and at the top of all of them is the shrine of Munawwar Razavi and other holy relics such as the tomb of Khajeh Rabi, Khajeh Morad, Khajeh Abasalat and also the tomb of Ferdowsi, Nader Shah Afshar and ..., museums and Due to the fact that there were many ancient monuments in the period of Nader Shah Afshar, the capital of Iran, as well as having historical monuments and houses of beautiful and numerous museums, having many natural attractions, being in a diverse nature and adjacent to cities such as Torqabeh, Shandiz, Kalat and Neishabour with rich historical background and ancient cultural and historical heritage along with nature Beautiful and unique, with a good image of entertainment, traditional food, beautiful nature, in cultures and dialects sweet, a lot of potential to exploit the tourism development in economic, cultural, social. Of course, it is not possible for tourists to benefit from these attractions through the massive form of tourism, and gaining deep religious, cultural, social and recreational experience can be achieved through Slow tourism. In recent decades, the city has undergone significant changes in its urban structure by attracting significant domestic and international tourists. Most of these developments are influenced by tourists who have gone to the holy shrine of Razavi to visit the city and have improved the position of religious tourism in Mashhad compared to other types of tourism in the city. Mashhad city tourists, in addition to visiting the holy shrine of Razavi, want to visit other tourist attractions of this city. The excessive attention of Mashhad urban tourism activists to the spatial potentials hidden in religious tourism has created various problems in the urban structure of Mashhad. It seems that the political economy of religious tourism in Mashhad has caused too much focus on the potential of religious tourism and the lack of optimal investment in other types of urban tourism in Mashhad, and intensified the unbalanced distribution of tourism services in Mashhad. Has done. This can also damage the spirit of religious tourism and the quality of pilgrimage. To solve this problem, we can use the sectors that are now more attractive and active in tourism and make them more capable. One of the most important of these areas is Slow tourism. Slow tourism is a new conceptual framework that offers an alternative to air travel or car travel. In this type of trip, people travel to destinations less quickly and through land routes, where they stop longer. The importance of the experience of traveling to (and within) a destination, the use of a variety of vehicles, eating and drinking at low speeds, exploring the attractions of heritage and culture destinations at a slower pace and most importantly protecting the environment. This conceptual framework is the basis of calm tourism and indicates low consumption. The goal-oriented behavior model is proposed by Progin and Bagozi, which has been recognized by many researchers as a useful framework for understanding human goals and objectives. This model is based on planned behavior theory and logical action theory. It is a great model for describing tourist behavior compared to previous models and its variables include: attitude, mental norms, control of perceived behavior, predicted positive emotions, predicted negative emotions, desire and behavioral intent. The concept of originality is seen as a social and individual understanding developed from objects, culture, and unique empirical observations. Originality can be a vital marketing tool for creating a competitive advantage and for business success. Perceptions that are formed by people's desires, interests, and opinions throughout their lives are the responses given to recognizing objects, behaviors, and events. In this study, it is assumed that the tendency to reflect the effects of attitude, internal norms, perceived behavioral control and positive and negative emotions are predicted. Predictable emotions for a particular behavior can be essential variables in a decision-making process. The purpose of this study is to investigate the factors affecting the development of Slow tourism among urban tourists visiting Mashhad. This research is practical in terms of purpose and is descriptive-survey in terms of nature. The statistical population of the study is Mashhad tourists in a certain time interval. According to the uncertain number, using the Morgan table and the Two-step cluster sampling method available, the sample number for the unlimited population is 384 people. Data were gathered using a standard questionnaire. The validity of the tool was convergent to face validity and convergent validity, and Cronbach's alpha method was used to measure the reliability of the tool, which is estimated at 0.964. The findings indicate that the goal-oriented theory variables have a positive effect on the tourists' desire and the characteristics of a slow tourism have a positive and significant impact on tourists' desire. Finally, the tourists' desire has a positive and significant effect on their intention. According to the research findings, Strategies for strengthening and developing calm tourism in Mashhad, including increasing the awareness of the host community and tourists about the originality of Slow tourism activities, attracting cooperation and support from reference groups and celebrities to strengthen oral advertising. And the perceived originality of tourists, the use of cyberspace to promote the capabilities and attractions of Slow tourism, the creation of a continuous system to improve the quality of the experience of tourists Slowly and ... was presented.