نشریه مطالعات مدیریت گردشگری
پیاپی 46 (تابستان 1398)

This research has two main objectives, the first goal is to provide an entrepreneurial marketing model for the hotel industry in the Islamic Republic of Iran and the second goal is to measure entrepreneurial marketing and its effects on hotel performance. To do this research an exploratory mixed method (qualitative-quantitative) have been used. In the qualitative section, the researcher used qualitative content analysis to develop an entrepreneurial marketing scale and a model. To gather data; in-depth interviews have been used with 20 directors of 3, 4 and 5-star hotels in Tehran. In the quantitative sector, in order to collect data, three questionnaires of entrepreneurial marketing, financial and non-financial performance was used. Accordingly, 48 questionnaires of entrepreneurial marketing and financial performance and 384 questionnaires of non-financial have been gathered. For the validity of the questionnaires, Corrected Item-Total Correlation, content validity ratio, face validity, and confirmatory factor analysis were used and for reliability Cronbach's alpha and composite reliability (Dillon-Goldstein's rho coefficient) were calculated by using the Smart PLS software. The results showed that everything was appropriate. Structural equation modeling was also used to test the hypotheses of the research using Smart PLS software. The results confirm the direct impact of entrepreneurial marketing on financial performance and rejecting the mediating role of non-financial performance in transferring the effect of entrepreneurial marketing on financial performance

In recent years, there has been a widespread discussion about the activities of brands in social media. Social media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of stimuli associated with the brand on brand loyalty in social media by considering the mediating role of brand engagement in Eligasht Travel Company. In terms of the purpose, this is an applied research and in terms of the research method, this is a descriptive survey. The statistical population includes all those who have used the services of the Eligasht Company and visited the company's Instagram page. The sample size is 211 Eligasht’s customers. The Smart PLS 2.0 software was used to analyze the data. The findings showed that brand-related stimuli had a direct and significant effect on brand loyalty. Also, the effect of the mediating variable on brand interaction was proved by the Sobel test with the severity of 2.12.

In branding projects, the lack of a suitable domestic model for branding causing inefficiency. The aim of this research is to provide a model based on the human activities of the tourism sector of Iran. This fundamental research is of a qualitative type, which was done using grounded theory; so, the research data were collected using the library studies and interviews with 20 managers familiar with this concept. Findings show that institutionalization of a brand in human resources is the main phenomenon of internal branding and communication, educational, knowledge management and human resources management play the role of causal factors. Also, leadership-facilitation and motivational-management categories have a strategic role in this model. The innovation of this research is the presentation of a model derived from the background data of the Iranian community. Until now no other model was proposed for the tourism and services sector of Iran. This study showed that the internalization and alignment of employees with the brand not only results in desirable employee outcomes, but also leads to financial rewards, stakeholder interests, and desirable spiritual outcomes. Therefore, domestic branding is an inward measure for the development of all sectors of tourism.

This research aims to assess social carrying capacity in Chitgar Lake and determine factors affecting it. For this purpose, two methods of survey and visual research have been used. 385 visitors answered the first stage questionnaire. The data from this questionnaire were analyzed using descriptive statistics. In the visual research method, using 150 visitors’ responses, the social norm curve was drawn for two activities of walking along the lake and watching its scenery. The findings indicate that the number of visitors in the environment, the type of their activity, the distance reduction with other visitors, the number of exposures and access to facilities affect visitors’ perception of crowding. Based on the social norm curve, the presence of more than 26 people when walking and more than 25 visitors when watching the scenery are in the unacceptable range. The optimal number of visitors when walking is 9 and for watching the lake view is 10-8 people.

Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived risks on the desire to revisit the tourism destination with the mediating role the mental image of the tourism destination image. The statistical population of the study consisted of those foreign tourists who traveled to Isfahan city in November 2015. A sample of 300 people was selected from this population by simple random sampling. To collect data, a questionnaire containing 38 questions was designed.  Then, descriptive and inferential statistics were used to examine the research data and test the hypotheses. According to the findings, tourist perceived risk was classified into four groups of political, economic, hygiene and socio-cultural risks. Also, the mental image of the tourist destination can be divided into three dimensions: affective, cognitive, and conative. Furthermore, the research findings showed that perceived political, health, economic and socio-cultural risks have a significant effect on the desire to revisit the destination of tourism with the mediating role of the affective, cognitive, and conative image of the tourist destination

The present research was conducted with the general objective of site selection of hotels in Ahvaz and with the specific objectives of the proper distribution of hotels in the city and reducing the traffic load caused by unnecessary trips. In this regard, we have two main questions and we are seeking to answer: 1. does the city of Ahvaz need new hotels? 2. If new hotels are needed, which areas are a priority for the construction of new hotels? In this study, according to five criteria of compatibility, accessibility, utility, efficiency, and safety, the main criteria for locating hotels in Ahvaz City have been extracted and classified according to expert opinions. The results of the research indicate that areas: “KuyehBustan”, “KuyehSepidar”, “Kian Pars (ShahidChamran St.)”, “Kourosh (KuyehMellat)”, “Azadegan St.”, “Naderi St. (Salman Farsi)”, and “Amanyeh St. (Enghelab)” and “KuyehTakhti area” enjoy the priority 1 for building new hotels. Furthermore, “Baharestan”, “Naderi (Strict of Hafiz St. to Chahar Rah)”, “Kian Abad”, “ChaharShir Region”, “KuyehNaft”, and “Lashkar Ahvaz Bridge Strict” regions have the priority number 2 for constructing new hotels

Income inequality and efforts to reduce it is one of the most important concerns of societies in the current world. on the one hand, countries are looking for income-generating resources, and on the other hand, they are trying to reduce income inequalities. The tourism industry is considered as the most widespread and one of the most important income and employment generator industries, can achieve both goals at the same time. In this study, using mixed data method and Panel Quantiles regression approach in a selection of developing countries (including 31 countries), the effect of tourism revenues on income inequality in the period of 1995-2015 has been investigated. The advantage of using this model is to evaluate the response variable (inequality of income) against the interference of independent variables (especially tourism revenues), not only in the data center of mass but also in all parts of the distribution, especially in the initial and final deciles. The results of the research show that tourism revenues lead to a decrease in income inequality directly and indirectly by reducing unemployment. In addition, countries that are at higher levels or quantiles of inequalities are more likely to use the benefits of tourism to reduce inequality. Therefore, they can benefit from tourism development policies to reduce inequality more effectively.

Development of the internet plays an important role in expanding the concept of word-of-mouth (WOM). The purpose of this study is to examine the impact of online WOM on destination trust (here, Iran) and intention to travel. This research is a fundamental study in terms of its audiences, it is a descriptive study in terms of its purpose, and it is a quantitative survey in terms of its data collection method. The statistical population is potential European tourists using the internet and social media. After distributing the questionnaires on the selected social media, confirmatory factor analysis and a structural equation model test were performed to test the relationships among the variables. Based on the research findings, (n=246) eWOM is a trust builder tool for Iran as a tourist destination (t=5.46; p<0.01) and trust leads to travel intention (t=5.26; p<0.01). On the other hand, one of the conditions for traveling to Iran by Europeans tourists is to trust it, through eWOM (t=5.66; p<0.01).

One of the most important foundations of tourism planning in different geographic regions, is the preparation of a tourism environment calendar, especially based on the regional climate. The role of the climate in attracting tourists in the tourism season is of great importance. In this study, to determine the climate-comfort of the ecotourists in Bushehr, the bioclimate indices used in the MEMI model and the More method, as well as the climatic parameters of air temperature, relative humidity, cloudy sky, wind speed, vapor pressure and radiant temperature of the environment was used during the time period of (1986-2015) and local time of 18:30. Considering the long-term average of the above data, the values of PET indices (physiological temperature of the body), SET (standard effective temperature), and the effect of Tmrt (mean radiant temperature of the environment) on the two indices were calculated and compared using RayMan and SPSS softwares. Ecotourism climatme-comfort surveys on a daily basis show that the best time period for the presence of ecotourists in terms of picnic leisure activities on a daily basis is from (May 30 to June 15) and from (September 26 to October 25) and on the monthly basis of May, June and October, for swimming on a daily basis from (April 30 to May 21) and (August 26 to October 5) and on a monthly scale of May and September, and also for sailing from (April 30 to May 16) and (August 26 to October 5) and on the monthly scale of May and September. In terms of correlation, there is a positive and strong correlation between PET and SET indicators, and there is also a positive and strong correlation between PET, SET and Tmrt indicators, and the exponential regression between them in picnic activities, swimming and sailing is also directional.

An assessment of the performance of organizations is a process through which useful information can be provided on the success rate of services. In this research, the performance of Shiraz hotels in the tourism industry has been evaluated using mathematical models, their service quality has been measured, and in the end, ways to improve the performance of Shiraz hotels in the tourism industry have been identified. The Stochastic frontier production function method has been used for analysis. Initially, two Cobb-Douglas and Translog production functions are investigated by examining structural parameters and the importance of accuracy in the correct selection of the function, two functional forms are estimated and, according to the likelihood ratio test, the best production function is selected. Data collection was carried out using panel data provided by the Cultural Heritage and Tourism Organization with criteria such as the length of stay of tourists in hotels and the number of rooms available, to the researcher. It should be noted that the hotels under study are those that operate under the supervision of the municipality's modernization and improvement center or use the financial facilities of the organization. In the end, the results indicate that the municipality of Shiraz can increase its efficiency by increasing the budget of the renovation and improvement organization and the number of hotel rooms. In addition, hoteliers can improve their performance in a more economical and optimal way by filling their technical gaps, such as budget and labor.