نشریه مطالعات مدیریت گردشگری
پیاپی 35 (پاییز 1395)

Nowadays, the natural sources as a main ecotourism assets confront with various challenges. Thus, evaluation of eco-tourist regions and bio ecology functions in the course of decisions – making and economic policies is accounted as a most important branches of development and planning of tourism industry. The recreational region of Rudbar Qasran is one of the ecotourism attractions of Shemiranat division located on Tehran and is accounted as one of tourism destinations. Thus, to study it’s ecotourism value could be effective in predication of demands and provision of defects as well as in development of tourism.The research method is descriptive and the aim of the present research is to estimate ecotourism value of Rudbar Qasran via conditional valuation. Through Logit model and binary choice the effect of factors which affecting willingness of tourists to spend to visit touristic attractions of the region. The questionnaire The average willingness to pay by the tourists is about 7100 Rials for any household for use of tourism services of Rudbar Qasran and with regard to this level, the average recreational value of services and facilities of given region is estimated to 3550 million Rials. Thus, concerning to high value of given region, should be paid more attention to development of tourism and promotion of visitor’s accommodations by planners.

Global warming caused by excessive consumption of fossil fuels and carbon dioxide emissions is becoming the most important environmental issue in the world. Tourism industry causes 5% of total carbon dioxide and 14% of total green house of the world. Energy consumption in tourism is in direct relation with tourists behaviors. To succeed in changing unsustainable behavior and reinforce sustainable behavior should be aware of the factors affecting it. This study explores the factors affecting the tourists’ intentions to conduct lowcarbon behaviors from a Protection Motivation theory perspective. Population of the study consists of Tehran citizens of district 1, which are selected by multi Stage Cluster Sampling. A questionnaire was used to collecte data. For analyzing collected data, structural equation modeling was used. Findings show that variables of tourists “Perceived vulnerability”, “Perceived response efficacy” and “Perceives self-efficacy” have the most effect on their low carbon behavioral intention respectively.

Evaluation of different parts of tourism will cause the optimized resource allocation of development plans and strategies, thereupon evaluating these parts has become essential in various destinations. Rural tourism consider as one of the main forces of developing and welfare of rural economies. In such term, rural tourism supply chain evaluation is regarded as one of the major strategies for developing the rural area. Tourism supply chain evaluation states that how a tourism product is manufactured and when and how will perform in tourists and which outcome it will cause. Despite the undeniable importance of this issue, there has not been any study devoted to tourism supply chain and investigating its performance. This study will evaluate rural tourism supply chain with Data Envelopment Analysis (DEA) in Mesr village, Iran, in 2015 and will offer solutions in way of improvement and enrichment of its performance. The results indicate that five factors of transportation, visitor information, accommodation, infrastructures and attractions function properly and catering services, Entertainment and shopping facilities have inappropriate functions in Mesr tourism supply chain.

This study aimes to investigate the role of individual competencies of human resources in the behavioral intentions of guests in 4-star hotels in Mazandaran. The population of this study consists of tourists who have stayed there three times during the year 1394. According to the study situation, sampling was determined by Convenience Sampling and 247 usable questionnaires were collected. Reliability and validity of the questionnaire was approved based on Cronbach's Alpha and composite reliability and convergent validity were accepted through Confirmatory Factor analysis. To investigate the hypotheses, Pearson Correlation, Regression Analysis, method of Baron and Kenny, Sobel test and Goodman test were used. Statistical techniques were performed through SPSS23 and Lisrel8.5.The findings indicate that individual competencies of human resources affect on behavioral intentions of guests in 4-star hotels in Mazandaran province, and also, individual competencies of human resources through guests’ satisfaction and perceived value Affect on behavioral intentions of guests in 4-star hotels in Mazandaran province.

The aim of this study is to evaluate the tourist loyalty through data mining approach. The study has exemined 880 domestic tourists who have stayed in more than one night in four and five star hotels of Isfahan in spring and summer 2014 and 2015. SPSS and Clementine12 was used for data analysis.Also, Mixture Algorithm PSO-KM was applied for tourism clustering.The results showed that tourists can be classified in two categories. The first category have a high average in length of communication with tourism and travel recency and the cost and frequency of travel are less than average. Therefore, the customers are loyal and uncertain. The second category has a high average in travel recency and the length of communication with tourism, cost and frequency of travel is less than average. Therefore the customers are new and uncertain.

Today’s Human is trapped in materialistic and physical changes, this fact has made him sick of repetition and routine flow of life, this is while the two dimensions of spirituality and physical aspect are inseparable from human being, but seems like spirituality is being more and more ignored thus human is seeking for the meanings and values to free himself of perplexity. Tourism as a phenomenon is being known as a means of searching for meaning of being. Modern Tourists differ from the traditional travellers, their curiosity conveys them to seek, realize and reach to the level of awareness. Thus far, it is undeniable that the huge number of studies had been focused on economic and monetary impacts of tourism and less attended to the spiritual concepts of it. This qualitative research investigates on re-defining and clarifying of the spirituality concept through tourism and complements the achievements by analyzing the English and Persian literature aligning with interviews of experts in this field. The results of the research illustrate the tourism influence on the expansion of spiritual aspects in tourists’ lives and the conceptual framework classifies the findings through main factors and sub factors of spirituality in tourism.