Explanation of the Sociability Urban Tourism Model with an Islamic Realism Approach: A Case Study of Tabriz

This study aims to examine the impact of urban tourism, public appeal, and realism on tourists' willingness to choose Tabriz as a travel destination.

This applied research utilized a Likert-scale questionnaire and a random sampling method to collect data from tourists at entry and exit points of Tabriz, including airports and passenger terminals. A systematic literature review was conducted using the Sandelowski and Barroso method to identify relevant indicators. Frequently mentioned indicators were then assessed through a survey, and the data were analyzed using Structural Equation Modeling (SEM).

Since the T-statistic is greater than 1.96, independent variables have a significant effect on the dependent variable tourists' willingness to visit Tabriz at a confidence level above 95%. The P-value being less than 0.05 confirms the significant relationship between variables. Urban tourism has the highest impact (0.771) on tourists' willingness, followed by public appeal (0.608) and realism (0.576). Moreover, urban tourism directly influences public appeal, while public appeal and Islamic realism significantly affect tourists' interest in the destination. Additionally, public appeal and realism exhibit a direct correlation (0.595), implying that satisfaction with social and cultural interactions enhances the motivation for revisits or recommendations. Public appeal also affects tourists' overall experience and, ultimately, their perception of realism (0.386). The high correlation values, all close to +1, confirm strong relationships between the variables.

The findings suggest that factors such as the attractiveness of tourism activities, service quality, travel costs, historical sites, ethical considerations, and respect for tourists’ rights have the most substantial impact on tourists' willingness to choose Tabriz as a destination. Due to the data being collected within a specific timeframe and location, this study may not fully capture long-term behavioral changes, which could limit the generalizability of the findings.