نشریه مطالعات مدیریت گردشگری
پیاپی 29 (بهار 1394)

Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of people, so that these medias are the integral part of today's life. With increasing the popularity of these networks among Iranian users, it has become a place where people can exchange information. And it also has an accessibility for extracting people’s interests. The combination of these two subjects can be a key business strategy that is so important in service organizations of developed countries. Hence, to identify the usage barriers of social networks in the Iran service organizations, after extracting effective elements from the previous studies, three hypotheses were compiled. And also a sample of 542 customers was selected and a questionnaire with LICERT scale (spectrum) was designed. The sample was distributed among experts and professors of Marketing and Management, to assess the outward validity and content of tools, desirably. Crunbach’s alpha coefficients had the appropriate level for all of the variables. after analyzing the heuristic factor and confirmatory, the results show that technological and legal factors, have the most effect as an obstacle on the usage of social networks in order to communicate with customer's demographic features analyzed according to the descriptive statistics and Friedman ranking performed for completion of results.

The purpose of this study first is to develop a model to measure Iran’s Image from the perspective of those who have not visited Iran and then to investigate the effects of some factors such as Macro image of the destination, tourists’ motivation for travelling to Iran and marketing communication activities of the destination on the dimensions of the destination image. In the research, a mixed approach was adopted. The statistical populations of both quantitative and qualitative studies include members of Couch surfing and Linked-in social networks. For this purpose, a sample of 74 potential tourists were participated in the qualitative study and 520 ones were participated in the quantitative study. In order to identify the dimensions of the destination image, the content analysis technique was employed. The participants of the quantitative study were selected through a convenient sampling method. In order to identify the dimensions of the destination image exploratory factor analysis was applied. The research data were analyzed through confirmatory factor analysis in the AMOS software. The findings showed that Macro image of Iran, tourists’ motivation for traveling to Iran and marketing communication activities of the destination affect the dimensions and overall image of Iran. Destination image in turn affects the tourists’ intention to visit Iran.

Landforms are geomorphological features of scientific, culturalhistorical, aesthetic or socio-economic value based on human understanding. Given these features expansion in our country, the potential can be used for tourism development. Hence, this study aims to recognize Gonabad southwest geomorphologic landforms (as the most potential touristic area in the province) and evaluate their Geomorphtourism capabilities. Satellite imagery, geological and topographic maps and site visiting were used for identifying mentioned landforms and Geomorphtourism capabilities were evaluated by Peralong and Cocean methods. Accordingly, four geomorphologic landforms were identified; Darb Sofieh Mountain, Darb Sofieh Waterfall, Karesty Tak Zu Promontory, Tak Zu Waterfall, Khanic, and Kalatehnow. The results of the ranking in both method revealed, Darb Sofieh Mountain is the most important Geomorphtourism landform in the Gonabad Southwest. In other word, for tourism investment in the area, Darb Sofieh Mountain landform should be as a priority development goal. Karesty Tak Zu Promontory, Darb Sofieh Waterfall, Tak Zu Waterfall Khanic, and Kalatehnow are respectively next priorities.

In recent decades, information technology (IT) has become a key element in all aspects of people’s lives, especially in their working and professional lives. Application of IT in various sectors, businesses and organizations and its increasing growth, has provided a special importance for investigating the effective factors of IT acceptance, especially in hospitality-related businesses. Despite of the essence advantages of IT, accepting and using of it, has encountered with the staff resistance. Therefore, the purpose of this study is to investigate the factors affecting hotel staff acceptance of information technology. Descriptive survey has been determined as the research methodology. The hotels’ staff in Shiraz city have been selected as the statistical population. SPSS20 software and Smart PLS have been used to analyze the collected data. The results showed that such factors as attitudes, common beliefs toward IT and subjective norms have a significant and positive impact on accepting and applying IT.

Ganjali khan caravansary is the most invaluable structure in Safavid era. This complex can be considered as an art museum of Safavid era in Kerman. Façade of Ganjali khan caravansary shines as a pearl in this invaluable complex because of the tiling applied in the façade, including different decorations such as geometric, vegetative, human and symbolic motifs which has brought about a beautiful coordination visually and semantically. Due to analytic-descriptive results obtained from this study, it is followed that artists of façade structure could create a new and attractive composition by putting together different beautiful pictorial shapes and inscriptions all of which suggests a certain meaning. In addition to aesthetics, they attract soul and thought of the spectator and they lead spectator’s mind beyond apparent meaning. This meaning shows movement i.e. moving from material world to eternal one. The present article has been adjusted analytically and descriptively with focus on field studies and it has done inferentially.

Ganjali khan caravansary is the most invaluable structure in Safavid era. This complex can be considered as an art museum of Safavid era in Kerman. Façade of Ganjali khan caravansary shines as a pearl in this invaluable complex because of the tiling applied in the façade, including different decorations such as geometric, vegetative, human and symbolic motifs which has brought about a beautiful coordination visually and semantically.Due to analytic-descriptive results obtained from this study, it is followed that artists of façade structure could create a new and attractive composition by putting together different beautiful pictorial shapes and inscriptions all of which suggests a certain meaning. In addition to aesthetics, they attract soul and thought of the spectator and they lead spectator’s mind beyond apparent meaning. This meaning shows movement i.e. moving from material world to eternal one. The present article has been adjusted analytically and descriptively with focus on field studies and it has done inferentially.