نشریه گردشگری و توسعه
سال هشتم شماره 3 (پیاپی 20، پاییز 1398)

Health tourism has an undeniable role in the development of other sectors, in such a way that the strengthening of this sector provides a new path for the development of privatization policies and the realization of the 1404 vision goals based on the transformation of Iran into the region's health pillar. The lack of a comprehensive plan in the country that encompasses all the issues in this industry has caused Iran, having potential sources in this area, not be able to take advantage and reduce its dependence on oil income. The most important prerequisites for the preparation and compilation of this plan are identifying factors, priorities and their relationships with each other. The present research is applied in terms of purpose, and in terms of nature and method, is descriptive-analytic research. In this research, after identifying the initial criteria through research literature and interview (143 factors), exploratory factor analysis of effective criteria in the development of health tourism in the country at a certain horizon of 1414 (28 factors), and finally, by using structural interpretation model, effective key factors And the infrastructure of the country's health tourism (13 factors) and their relationship with each other had been extracted. The findings of this study can provide a good guide for healthcare policy makers in adopting policies and strategies to encounter the threats and challenges of the future of this industry.

In recent decades, the quality of ecosystems and the environment have been considered as commodities in economic theories. The functions, goods and services of ecosystems are often very valuable, but due to the lack of exchange in the markets, their correct economic value is not taken into account in the national accounting calculations, which exacerbates the destruction of these resources. In this regard, this study was conducted with the aim of determining the recreational value of Mishan Plain and measuring the willingness to pay individuals with a contingent valuation approach to visit this plain. In this regard, this study was conducted with the aim of determining the recreational value of Mishan Plain and measuring the willingness to pay individuals with a contingent valuation approach to visit this plain. To investigate the factors affecting the willingness to pay visitors, the logit model was used and the required data were collected by completing 112 questionnaires by random sampling from visitors of Mishan plain in 2014. According to the results of the survey, the average willingness to pay for each visit was estimated at 12595.4 Rials. Also, the results of Logit model estimation showed that the variables of education and income have a positive and significant effect, and gender and household dimensions have a significant negative effect on the willingness to pay visitors from Mayshan plain.

In general the core of the tourism industry, and in particular ecotourism, is the creation of experience, and people will experience a journey through nature and engaging in a ecotourism process. In this research, the design a paradigm model of Experience-based Marketing Ecotourist in Kurdistan province has been investigated. For this Purpose, by interviewing ecotourists and experts in the field of ecotourism, their views have been collected and using the grounded theory, causal factors, contextual and intervening , the strategies and consequences of experience based marketing are categorized into six main categories, forty six sub categories, and One hundred and thirteen concepts. The results show that the Customer Experience-based Marketing in ecotourism of the main categories , causative (personal and social factors) , the pivotal phenomenon (dimensions of experience-based marketing) , contextual factors (the role of tourism service companies, local community and safety and security), Intervening factors (political, legal, economic, social, technological and environmental), strategies (product, price, promotion, place, people and employees, physical evidence, processes and programs, personalization and participation),and consequences for (ecotourists , tourism services companies and local community).

Zagros forests in the southwest of Iran are considered as one of the most attractive areas that have attracted a large number of indigenous and non-native tourists annually. In recent years, residents of the northern area of Ilam province have been tenting in their nearby settlements in a special way in late March and mid-April, and spend all of Nowruz's holidays in the forest site, along with families and relatives. Their two or three-week residency will be accompanied by numerous actions and activities that will have an impact on the nature of the region. These implications directly or indirectly affect the surrounding neighborhoods. The purpose of the present research is to conceptual modeling the understanding of local residents as one of the most important challenges of the nearby areas of the nature accommodation sites in Nowruz natural tourism. In this regard, due to important components such as attractiveness, availability, crowded natural tourism and the annual repetition Nowruz camping in the forest site in Drawhar, the village of Zanjire Oliya was selected as the study area. This research uses qualitative method of ethnographic from 23 samples by purposeful sampling and continued to reach theoretical saturation. The results showed that respondents considered the most important challenges of the neighborhood with the site is continuation of the environmental crisis in the Zanjire Oliya Village, which is caused by environmental pollution, forest behavior change, health crisis, livestock economics crisis, visual changes in the forest site adjacent to the village.

In the literature, crowding is described as a complex phenomenon that has both negative effects and a sense of happiness through the sense of the collective sense and affects the visitor's satisfaction and loyalty and, as a result, the performance of business tourism. The type of reaction of tourists to crowding may also be effective in treating the final variables. The purpose of this study is to investigate the effect of crowding on the satisfaction of tourists with the mediating role of coping behavior. This research has been carried out in the historical market of Tabriz. A sample of 384 tourists was selected and data were collected using a questionnaire. Structural equations and SMART PLS software are used to analyze the data. The results show that overcrowded congestion leads to the adoption of coping strategies by visitors. Coping behaviors include point change, timetable change, travel season change, and change in predicted details. The results also indicate that coping behaviors in turn affect the satisfaction of visitors and need to be considered in the planning of travel packages and urban management. Research findings can help managers understand the factors affecting the quality of the experience of the visitors.

Increasing competition in the hospitality industry and knowledge and awareness of the hotel's customers from other services and options has led to the issue that the main concerns of managers in the hotel industry to become hotel services loyalty of tourists. Since five star hotels always have an acceptable level of service quality, brand can be considered as one of the most important factors in attracting and retaining tourists visiting these hotels. Consequently, the present study intends to explore the impact of the loyalty of tourists on emotional relationship with the brand through a new approach and utilizing the association rules mining method. In this research Statistical Society is all customers of five star hotels in Mashhad comprised 12 hotels. The sample size was estimated to be 388 using Morgan table and stratified sampling method. The data gathering tool was a standard questionnaire whose validity was confirmed by the Content validity method and its reliability was estimated using the Cronbach's alpha coefficient. To analyze the data used of the SPSS Clementine 12 software and association rule mining method. The results of the study indicated that 78 laws were finally extracted about the impact emotional relationship with the brand on the dimensions of loyalty of tourists. 14 of its rules have the highest level of confidence and support. One rule was equally effective on all of the four dimensions of loyalty .The hotels manager can be used it as a golden rule to improve the loyalty of tourists

In recent years, the use of structural equation modeling is widespread in tourism studies. However, when using this method, there are challenges that need to be identified and resolved. Accordingly, the purpose of this study is to identify and analyze the challenging and problematic areas of using SEM in tourism research in Iran. This study has been done Based on a systematic review through secondary data analysis. The statistical population of this research is the Persian-language articles published in the internal scientific-research tourism journals (approved by the Ministry of Science) from the beginning of the publication of the quarterly papers by the end of 1396. Sampling method was a purposeful process and after that, the sample size was determined 116 papers. Data analysis was performed based on two approaches by using SPSS25 software. First Approach: Descriptive Analysis of Articles and Second Approach: Analysis of the Challenges of Using the SEM Method. Results show that Lack of checking the required sample size, Failure to test the normal distribution of data, Lack of attention and a complete report of the effect analysis and effect size of R2 and As well as selective and arbitrary reporting of fit indices are among the most important challenges and mistakes of Iranian researchers in using SEM in tourism research. Scientific advice is provided to overcome these challenges.

In today's competitive and challenging environment, all organizations such as tourism emphasize on building sustainable and profitable relationships with customers. New marketing will lead companies, in addition to trying to observe new customers, to maintain current customers and establish a permanent relationship with them. Therefore, one of the broadest accepted concepts in consumer behavior, attitude and value and their behavior plays an important role in shaping consumer behavior. So this is an applied research which was developed to investigate the above relationship. The statistical population of this study is composed of tourism which visited Iran in 1396. Based on the Cochran formula 411 individuals have been considered as the statistical sample. For data collection the standard questionnaires were applied. The validity and reliability of the questionnaires were tested and the required changed were applied. As the results show the attitude-dimensional dimension has a significant effect on the level of happiness and functional, and on the other hand, the dimension of happiness also has a significant effect on the increase in the number of clicks.

Using the tools such as information and communication technology is essential for the growth of the tourism industry, and it is not possible for this the industry to operate and survive in a competitive market without the effective use of such tools. As one of the most effective tools for marketing and influencing the tourists’ behavior, virtual social networks can ensure an appropriate share of the tourism market as well as other benefits such as economic, cultural, employment, sustainable development, and so on in case of effective use and correct response to the tourists’ demands. The present research aimed to identify and formulate a comprehensive model of the main factors by which, social networks affect the tourists’ behavior in decision making, selection and purchase of tourism services. For this purpose, after reviewing about one hundred related researches with qualitative and published results in valid journals, at first the main components by which, social networks affect the tourists’ behavior were identified among 400 initial approved sources and interviewing the experts and using Meta Synthesis method and extraction of 1400 open and 45 content codes, and then, the final model was developed for leveling the variables using structural-interpretive modeling. The final research model consists of five main themes or variables in three levels by priority and influence including macro environment (level three), marketing (level two) and management, individual, group factors (level one) which can be used by all tourism activists to improve marketing, value creation and profit making processes.

Qom province has many religious tourism opportunities due to its various historical, cultural, artistic and religious attractions. The present research seeks to identify key factors affecting the future of religious tourism in Qom province. The present research is based on a philosophical, interpretive perspective; from the perspective of orientation, applied and from the perspective of methodology, is multiple qualitative. The believable scenarios of this research include the agitated world scenario, the sustainable city scenario, the beautiful city scenario and the scorched city scenario. Critical uncertainty technique was used to determine the final drivers of the research in order to create believable scenarios. The believable scenarios of the present study were based on the two uncertainties of foreign sanctions and the development of the city based on the competitive advantage. The beautiful city scenario shows that external sanctions are declining, and the city's development will be based on its competitive advantage or religious tourism, and will show the best of the future. On the other hand, the scorched city scenario represents the worst situation that may occur. This scenario will be created at the crossroads between increased sanctions and uneven and irregular urban development.