نشریه گردشگری شهری
سال هشتم شماره 2 (تابستان 1400)

The risk of the Covid-19 pandemic is not limited to mortality but also brought unbearable psychological pressure to people. The researchers found that the perceived risk of disease outbreak exacerbates anxiety and other negative emotional behaviour that may negatively affect a tourist's intention to travel. Also, when faced with danger, tourists prefer to postpone their itineraries, re-evaluate their destination selection process, and reduce the perceived risk or cancel their travels. The effective Factors on tourists' intention to travel during the Covid-19 can be referred to as perceived self-efficacy, perception of covid-19, cognitive perception of risk, and emotional perception of risk. Numerous studies show that during this period, most travel behaviours are limited and people are less likely to travel or travel with more confidence. But this has been the opposite for Ramsar, which is known as a tourist destination. Despite the critical situation in Mazandaran province, especially this tourist destination, a huge number of tourists entered the city. Therefore, the present study seeks to explain why this issue by examining the effect of tourist’s perceived self-efficacy, cognitive perception and emotional perception of travel risk on their behavioural intention to travel to Ramsar during the outbreak of Covid-19.

The present study is explanatory quantitative research based on Partial Least Squares Structural Equation Modeling. The statistical population of the study was the tourists who came to Ramsar during the Covid-19. The number of statistical samples was estimated at 440 people. Data were collected through a web-based questionnaire. The questionnaire consisted of two parts: demographic and specialized questions. In the specialized section, four to five items were used to measure each variable: the tourist self-efficacy towards Covid-19 (4 items), the perception of becoming infected with Covid-19 (5 items), the emotional perception of risk (4 items), the cognitive perception of risk (4 items) and the behavioural intention (5 items). The validity of the questionnaire was confirmed using construct, convergent, divergent, and diagnostic validity, and also its reliability was confirmed by composite reliability and pre-test of 30 prototypes, based on Cronbach's alpha test. Data classification and analysis were performed through SPSS25 and SmartPLS3.

The research findings showed that the tourist emotional perception of risk was higher than other variables. In testing hypotheses, from the tourists' point of view, the tourist self-efficacy of Covid-19 has a negative effect on their perception of Covid-19 (t-Value = 6.842 and β = -0.498). hence, Hypothesis H1 is confirmed. Tourists' perception of becoming infected with Covid-19 has a positive and direct effect on the emotional perception of travel risk (t-Value = 2.883 and β = 0.306), hence the H2 hypothesis is confirmed. Tourists' perception of getting infected by Covid-19 has a positive and direct effect on the cognitive perception of risk (t-Value = 4.790 and β = 0.444), hence the H3 hypothesis is confirmed. Tourists' perception of being infected with Covid-19 has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 2.232 and β = 0.288), hence the H4 hypothesis is confirmed to be 96 1.96. Tourist emotional perception of risk has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 3.155 and β = 0.324), hence the H5 hypothesis is confirmed. Tourists cognitive perception of risk has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 2.035 and β = 0.271), hence the H6 hypothesis is confirmed.

Finally, the present study examines the effects of Covid-19 on changes in behavioural patterns among tourists and shows that given the global warning about recurrence and emergence of infectious diseases such as Covid-19 and the awareness of managers and planners about such diseases, it is necessary to study the perceptions of risk and new tendencies of the travel pattern to facilitate the possibility of planning and compiling appropriate strategies and actions for similar events. Regarding the planning and presentation of strategies, Ramsar destination management just pursues the goals of the government and Ministry of Health and Medical Education, to reduce the spread of the virus in the city, so the issue of tourism is their last priority. In order to tourism be able to return to its original condition quickly, and according to these research findings (which was found that tourist emotional perception of risk (i.e., tourists' concerns in different dimensions) is higher than other variables), they should focus on reducing the travel risk perception of tourists and the Covid-19 threat through implementing the strategy of "travel communications based on Covid-19" in Ramsar.

Attention to all social groups is one of the important goals of urban planning. One of the most important problems in urban areas of the country is their inappropriateness for people with disabilities. This is significant both in the physical and behavioral aspects. We must give the disabled people their rights as minorities in the society, because a city whose actions lead to the limitation of these people is a disabled city. Adjusting spaces, especially tourist spaces, for people with mobility limitations is a manifestation of justice and social security in access. Tourism in our country, like many other countries, is a manifestation of cultural identity and one of the most important sources of income. Therefore, the development of this field is of particular importance, especially for a country that faces many problems and issues such as unemployment, limited foreign exchange resources and a single-product economy. Given the economic problems, the development of tourism in Iran, along with other non-oil exports, could be a way out of the economic crisis in our oil-based economy.The global registration of the city of Yazd and its historical and cultural identity has been a turning point for city managers and those in charge of tourism to attract all tourists to this city with the proper planning. The purpose of this study is to present a model of adjustment of tourism spaces for access of veterans and persons with disabilities, using Strauss and Corbin approach in Grounded theory.

To this end, on the basis of Grounded theory, 24 experts, activists and specialists in the field of tourism, as well as people with relevant knowledge and experience, participated in this study. They participated in an unstructured in-depth interview. Data obtained from the interview were analyzed using a set of open coding, theoretical coding and selective coding simultaneously. The focus of this research is tourism spaces in Yazd city. Due to the fact that Yazd's tourist spaces are influenced by the city's historical space and cover most of the city's historical context, the area studied in the present study is the area of valuable historical context. To analyze the data, the software Atlas.ti was used and its paradigm model was presented. In this software, data analysis is performed at two main levels: text level and conceptual level. Text level includes the segmentation and organization of data files, data coding, and writing notes, while the conceptual level emphasizes modeling activities such as linking code and shaping networks.

The findings showed that the development of accessible tourism can provide the ground for more interaction and communication between the disabled and members of society. According to the objectives of the research, the central category is the adjustment of tourist spaces in order to access the disabled and veterans. In this study, the two categories of promoting the international status of tourism and the needs of the community of the disabled and veterans, as causal conditions, have been influential on the desired central phenomenon. After studying the causal conditions, it is necessary to pay attention to the underlying conditions such as psychological, manpower and structure and take the necessary measures to improve them. It should be noted that when choosing strategies and effective measures in this regard, the intervening conditions such as the role of government, infrastructure barriers and economic factors should be considered so that planners do not make mistakes in choosing their strategies. Strategies for developing the tourism of the disabled and veterans include central participation, functionalism and communication. The development of this type of tourism, in addition to promoting a culture of social participation and civic pride, can create sustainable employment and encourage entrepreneurs and create a creative and innovative environment and pave the way for sustainable development and a dynamic community suitable for all persons. In the present study, we develop a theoretical model of research that illustrates the relationships between components and categories with research process data. This type of tourism, like other types of tourism, has its own consequences. These include socio-cultural development, tourism development and economic development. This type of tourism can also have its own negative consequences, which can be minimized with proper management and proper training.

According to the proposed model, it is recommended that we consider the role of different factors in adjustment of tourism spaces in order to sustainable tourism. By paying enough attention to contextual and interfering factors, the Yazd world registration and its historical cultural identity have been a turning point for city managers and tourism officials to attract tourists from all groups with the proper planning and adjustment of tourism spaces. Managers and planners in the field of tourism should consider the causal conditions affecting the accessible tourism, including the promotion of the international status of tourism and the special needs of the disabled community and veterans, because without understanding these conditions properly, it will not be possible to identify the problems and issues related to this field of tourism comprehensively.

Tourism is one of the activities that has expanded rapidly in recent years and is therefore one of the largest sources of income in the world. Experts consider tourism activities as one of the ways to develop and create prosperity. This industry can directly and indirectly affect other economic and cultural activities by creating the highest amount of added value. The value of the tourism industry in 2019 is estimated at $ 10.478 trillion, which will account for 9.5% of global GDP. Tourism is no more an occasional past-time for wealthy and adventurous people. Nowadays, everyone is participating in the tourism industry, may it be a catering company, a hotel or an entertainment business. In fact, tourism has an impressive impact on its host country’s economy. It increases the growth rate, national profit, investment and country’s popularity as well, going from short term to long term improvements. The growing attention for quality from the customer perspective is an important development in the tourism industry. The World Tourism Organization (WTO) also endorses this advancement, and includes this as a major thrust area in its 'Tourism Vision 2020', which is a strategic thinking on priorities needed for countries seeking tourism development. The image of the destination is the most important factor that tourists value to determine their destination and is seen as one of the main factors in explaining the intent of tourist to visit/revisit a destination and recommend it to other people .Creating a differentiated destination image has become essential to standing out in today’s competitive global market, where competition between destinations is intense. Destination image is a fundamental factor in travellers’ selection of a destination, since it influences their behavior. Previous experiences or information sources favour to form a destination image, which is considered as the pre visit image. Thus, there is a need for creating a post visit destination image to ensure repeat visitation and word of mouth publicity, which works as a catalyst for Destination Marketing. Tourism infrastructure directly affects the formation of the destination image and the destination image on the choice of destination. In order to ensure the satisfaction of tourists and their subsequent behavioral purposes, it is necessary to provide a destination image after visiting as an expeditor for destination marketing. An important element of an efficient strategy for attracting tourists is to provide a special tourism infrastructure. It holds much potential to attract visitors and to enhance sustainability in tourism. Infrastructure plays a distinctive role in the development of this ever-expanding industry. The decision-making process concerning tourism destination selections is strictly related to the availability of tourism infrastructure. it acts as the push and pull market factors of the travel industry .Tourism is to a great extent dependent on the range and type of infrastructure available at the destination. Infrastructure is a core area of the tourism industry and plays a distinctive role in the development of this ever-expanding industry. Several countries have recognised the significance of Infrastructure in relation to the tourism industry and their governments has coordinated their activities with the tourism industry by providing tourism specific infrastructural facilities. Destination Image is not static, but changes depending on the Infrastructural attributes of the destination. Therefore the image form after visitation is much more realistic and complex than the one formed before the visitation, through secondary information .This paper aims to investigate the effect of infrastructure on destination image for effective marketing, identifying dimensions and components of tourism infrastructure and future behavioral destinations of tourists using conventional qualitative content analysis method. The data collection tool is semi-structured interviews which have been collected from 10 public managers and private sectors under the supervision of Cultural Heritage, Handicrafts and Tourism Organization of Iran and Kish Free Zone Organization using purposive sampling method. Data analysis was performed by MaxQDA software and by reviewing and categorizing the descriptive codes obtained from the interview texts, identified 42 sub-categories and according to their semantic similarity and proximity, 13 main concepts were obtained: Pre-visit destination image, post-visit destination image, communication, accessibility, attractions, social elements, accommodation, services and amenities infrastructure, tourist satisfaction, destination marketing, tourist motivation and future behavioral intentions of tourists. Many categories of tourism infrastructure have been categorized by researchers, most of which have ignored services and social elements. Interviews have shown that services are sometimes more important than the tourism infrastructure itself, although respondents described it as infrastructure. On the other hand, there was the concept of security, health, local people in a scattered manner in the categories of infrastructure, which during this study was included in the main concept of social elements.

Tourism has further expanded and has become a more powerful industry in the world, whichhighly influences the economy of a country. Also, it is associated with several other sectors, such as advertising, endorsements, product placements, sponsorships, and commercial organizations. Tourism, with the rapid changes of the twentieth century, now has become one of the most important economic features among various societies. Cities are the most significant tourism destinations due to historical, cultural and shopping centers. Attendance of tourists in urban areas can contribute to the economic prosperity of a region, and this depends on several factors, one of the most important factors is the interaction between the host society and the tourists, is named as cultural intelligence, which affects the sense of loyalty of tourists for re-entry to tourism destination. Cultural intelligence can lead to effective communication between the host society and tourists and will provide an important competitive advantage for the tourism industry in the region and also it can increase desire of tourist for re-visit of region. In addition, tourists’ loyalty is “a deeply held commitment to rebuy or re-patronize a preferred product/service consistently in the future thereby causing repetitive same brand or purchasing same brand set, despite situational influences and marketing efforts having the potential to cause switching behavior.” Tourists’ loyalty also considers a vital feature for destination marketers, because it is connected to a lot of desire with less cost, which includes keeping existing visitors rather than catching new ones. Due to its high potential and various monuments, the city of Tabriz is considered as one of the favorite destinations for domestic tourists. Among the monuments of Tabriz, the Tabriz grand bazaar, which has been registered by the UNESCO, attracts an abundance of domestic tourists annually. The Bazaar of Tabriz is a historical market situated in the city center of it. It is one of the oldest bazaars in the Middle East and the largest covered bazaar in the world. So, it is important to study the cultural intelligence of Traders and shopkeepers of Tabriz bazaar and its impact on the loyalty of domestic tourists.

The statistical population of this study is incoming tourists and visitors to the Tabriz bazaar and the sample size was selected by the Cochran formula (384). For collecting data and information the questionnaire was used. Data analysis was done by SPSS and AMOS. Also, correlation and structural equations were used to investigate the relationship between variables and test the hypotheses of the research.Results and discussion General characteristics of the respondents indicate that out of 384 respondents, 51% were male and 49% female. Of the total respondents 65 people were younger than 20, 264 people were between 20 – 45 years old, 43 people were between 45 – 65 years old, and 12 people were over 65 years old.

showed that cultural intelligence and motivation of cultural intelligence have positive impact on the loyalty of domestic tourists. So that with the increase of one unit of cultural intelligence motivation, the loyalty of domestic tourists increased about 0/699 units, while the increasing of one unit of cultural intelligence of traders and shopkeepers of Tabriz bazaar caused 1/420 units increasing of domestic tourists’ loyalty. Also, the variables of cultural intelligence strategy, cultural intelligence knowledge and cultural intelligence behavior negatively influenced the loyalty of domestic tourists. The increase of one unit of cultural intelligence strategy of traders and shopkeepers of Tabriz bazaar caused to loyalty of domestic tourists decrease about 0/057 units, and increase of one unit of knowledge of cultural intelligence of traders and shopkeepers caused a decrease of 0/207 units of loyalty of domestic tourists and increase of one unit of cultural intelligence behavior of the traders and shopkeepers caused to loyalty of domestic tourists decrease about 0/076 unit.

This study was going to find the relationship between cultural intelligence variables, cultural intelligence strategy, cultural intelligence knowledge, cultural intelligence motivation, and cultural intelligence behavior of Tabriz bazaar traders and shopkeepers on loyalty of domestic tourists. Based on the literature, some hypotheses have been written and by using of structural equation modeling the results have shown that this research can be acceptable. The results show that cultural intelligence in the statistical community is admitted by tourists at an acceptable level and tourists' loyalty to the tourism destination and their desire to travel to this city is high so that the cultural intelligence of the Tabriz bazaar traders and shopkeepers effectively and positively affects the loyalty of the domestic tourists. Among the dimensions of cultural intelligence, the motivational dimension and the knowledge dimension were the most and least effective ones, respectively. Based on the research findings, in order to increase the loyalty of domestic tourists, it is suggested to strengthen the motivational dimension of cultural intelligence.

Considering the important role of tourism in the comprehensive development of areas and environmental sustainability and conservation of biodiversity in the habitats and acquainting tourists with the environment in the present age and with the formation of sustainable development of nature-oriented tourism is more important. Biophilic tourism as a new form of tourism is also influenced by its nature-centric nature in addition to economic aspects of the natural environment and the protection and development of nature and biodiversity in the surrounding environment.Using descriptive-analytical method, the present article tries to present appropriate strategies to investigate the most important Biophilic tourism strategies and analyze the internal relationships between these strategies to provide a model of biophilic tourism for Tehran in order to be able to do so. The maximum benefits from the tourism industry had the least negative effects on nature.The statistical population of the study is a group of experts selected by available method.Structural equation modeling and pls software were used for data analysis.The results of the research indicate that the strategy of the institutions and organizations that plays a managerial role in the model is the most important factor in strategic planning and development of biophilic tourism in Tehran.This strategy can overshadow other strategies and guide them towards tourism development.Considering the important role of tourism in the comprehensive development of areas and environmental sustainability and conservation of biodiversity in the habitats and acquainting tourists with the environment in the present age and with the formation of sustainable development of nature-oriented tourism is more important. Biophilic tourism as a new form of tourism is also influenced by its nature-centric nature in addition to economic aspects of the natural environment and the protection and development of nature and biodiversity in the surrounding environment.Using descriptive-analytical method, the present article tries to present appropriate strategies to investigate the most important Biophilic tourism strategies and analyze the internal relationships between these strategies to provide a model of biophilic tourism for Tehran in order to be able to do so. The maximum benefits from the tourism industry had the least negative effects on nature.The statistical population of the study is a group of experts selected by available method.Structural equation modeling and pls software were used for data analysis.The results of the research indicate that the strategy of the institutions and organizations that plays a managerial role in the model is the most important factor in strategic planning and development of biophilic tourism in Tehran.This strategy can overshadow other strategies and guide them towards tourism development.Considering the important role of tourism in the comprehensive development of areas and environmental sustainability and conservation of biodiversity in the habitats and acquainting tourists with the environment in the present age and with the formation of sustainable development of nature-oriented tourism is more important. Biophilic tourism as a new form of tourism is also influenced by its nature-centric nature in addition to economic aspects of the natural environment and the protection and development of nature and biodiversity in the surrounding environment.Using descriptive-analytical method, the present article tries to present appropriate strategies to investigate the most important Biophilic tourism strategies and analyze the internal relationships between these strategies to provide a model of biophilic tourism for Tehran in order to be able to do so. The maximum benefits from the tourism industry had the least negative effects on nature.The statistical population of the study is a group of experts selected by available method.Structural equation modeling and pls software were used for data analysis.The results of the research indicate that the strategy of the institutions and organizations that plays a managerial role in the model is the most important factor in strategic planning and development of biophilic tourism in Tehran.This strategy can overshadow other strategies and guide them towards tourism development.Considering the important role of tourism in the comprehensive development of areas and environmental sustainability and conservation of biodiversity in the habitats and acquainting tourists with the environment in the present age and with the formation of sustainable development of nature-oriented tourism is more important. Biophilic tourism as a new form of tourism is also influenced by its nature-centric nature in addition to economic aspects of the natural environment and the protection and development of nature and biodiversity in the surrounding environment.Using descriptive-analytical method, the present article tries to present appropriate strategies to investigate the most important Biophilic tourism strategies and analyze the internal relationships between these strategies to provide a model of biophilic tourism for Tehran in order to be able to do so. The maximum benefits from the tourism industry had the least negative effects on nature.The statistical population of the study is a group of experts selected by available method.Structural equation modeling and pls software were used for data analysis.The results of the research indicate that the strategy of the institutions and organizations that plays a managerial role in the model is the most important factor in strategic planning and development of biophilic tourism in Tehran.This strategy can overshadow other strategies and guide them towards tourism development.

Developing a Framework for Measuring the Lasting Experience of foreign Tourists Traveled to TehranExtended AbstractIntroductionCompetitiveness is one of the most important concerns of business and activity in today's dynamic and competitive environment. In recent years, competition has been introduced as an economic concept that also affects the sustainable development of the travel and tourism industry. Tourism destinations, similar as other producers of other consumer goods, must convince their customers that they are able to offer a combination of benefits that no other destination can offer. On the other hand, it should be noted that the tourist experience has a positive and significant effect on tourist satisfaction with the tourism destination and tourist satisfaction leads to loyalty and re-visit. Providing a unique and lasting experience for tourists, is one of the most important ways to increase their satisfaction and loyalty. It should also be noted that the image of the destination is widely and well-known influences the decision to choose the destination and post-trip evaluation and tourist’s future behaviors. Given the growing importance of tourism in today's world and the competitiveness of tourism markets around the world, tourism destinations are increasingly competing to attract tourists to each other. The expansion of the tourism industry anywhere in the world requires special conditions and facilities such as climate, ancient and natural attractions, customs, infrastructure, facilities and equipment. In recent decades, the tourism as the largest and most diverse industry in the world, has played a major role in creating added value of countries and therefore has been able to be considered as a source of income in the world. These days, tourism is considered as one of the most important and dynamic activities in the world, so that globally, the number of foreign and domestic tourists and their income generation is constantly increasing.MethodologySince the purpose of the present study is to identify and rank the dimensions of foreign tourists traveled to Tehran, it can be said that the current study is an applied-developmental research in terms of purpose. The statistical population of the study is all foreign tourists traveled to Tehran in March and April 2019 and visited the tourist attractions of this city. Then 400 questionnaires were distributed among these tourists and a combined method was used to select the members of the statistical sample. In order to collect data, the library method has been used to review the research literature and the field method (distribution and collection of questionnaires) has been exerted. Also, descriptive statistics were used to analyze the demographic data and exploratory factor analysis method was used to analyze the data related to the main research variable through SPSS software. Considering that the present study seeks to provide a framework for measuring the lasting experience of foreign tourists traveled to Tehran and the researcher intends to identify and rank the dimensions of lasting experience among these tourists, therefore, exploratory factor analysis was used to identify these dimensions. As Habibpour Gotabi and Safari Shali (2016) state, exploratory factor analysis is one of the few methods that has been exploited to identify the dimensions of social phenomena. They note that the researcher can use exploratory factor analysis to examine experimental data to discover and identify the indicators as well as the relationships between them.Results and DiscussionFindings of the present study show that 18 factors out of 70 items can be identified. The items 60, 61 and items 62 to 69, respectively, are the first factor. Items 25 to 34, respectively, are the second factor. Items 40 and 47 to 51, respectively, are the third factor. Items 12 to 15, respectively, are the fourth factor. Items 53, 54, 56 and 58, are the fifth factor. Items 5 to 9, are the sixth factor, respectively. Items 42 to 46, are the seventh factor, respectively. Items 52, 55, 57 and 59, are the eighth factor. Items 16, 19, 21 and 23, are the ninth factor. Items 17, 20 and 22, are the tenth factor. Items 36 to 39, are the eleventh factor, respectively. Items 11 and 12, are the twelfth factor. Item 35, is the thirteenth factor. Items 1, 2, 24 and 41 are the fourteenth factor. Item 1 is the fifteenth factor. Item 3 is the nineteenth factor. And finally, items 4, 18 and 63 are the eighteenth factor. It should be noted that out of the mentioned 18 factors, 9 factors can be explained and accepted.ConclusionThe purpose of this study is to identify and rank the dimensions of the lasting experience of foreign tourists traveled to Tehran, as one of the most important tourism destinations in Iran. Findings indicate that the lasting experience of foreign tourists traveled to Tehran, has nine dimensions, which are in order of priority: new and good phenomena experience, unique experience, self-improvement, sensory experience, ideal experience, local people interaction experience, service quality experience, local guide experience and familiarity experience. The results of the research findings are in line with the research findings of Aladdin and Chini (2012). The analysis of the survey results shows that there is a correlation between all three dimensions of physical product, experienced service and food / drink with tourists' satisfaction, according to this, the relationship between the quality of the experienced service dimension and the satisfaction of tourists, which is in the highest rank, confirms the significance of these dimensions. Based on the findings in the current study, new and unique phenomena were identified with the highest priority, which is somewhat in line with the findings of Borujeni and Behmanesh 2013, and the new dimension of the history and culture element, among the moderating and reinforcing features, the cost-value element and among the supporting factors and sources, the hospitality element have a more effective role on creating a memorable experience for cultural tourists visited Iran.

A tourism destination is competitive if it can attract and satisfy potential tourists; this competition is determined by both specific tourism factors and a wide range of factors that affect tourism service providers, so many of these competitive efforts focus on destination advertising and destination development. The attractiveness of tourism destinations is one of the main factors in the competitiveness of tourism destinations. The main motivation for tourists to choose a place is according to their interests and preferences. The attractiveness of effective factor goals to achieve better economic conditions for the local community, as well as reflects a new mentality among people in one place. The concept of the attractiveness of destinations examines how social, political, economic, and environmental factors influence the promotion of competition in development. This study seeks to answer the following questions: -what factors affect the attractiveness of tourism destinations? -what is the structural model resulting from the attractiveness of tourism destinations?MethodologyIn terms of results, this research is considered as part of development research because it seeks to design a model of structural interpretive analysis of factors affecting the attractiveness of tourism destinations. In terms of purpose, this research is part of applied research. In fact, the research approach of this study is inductive-deductive in terms of data collection logic. For this purpose, first, by examining the theoretical foundations of the research, the effective factors on attractiveness of tourism destinations were identified, and based on the deductive approach, an attempt was made to design important and effective factors on the attractiveness of tourism destinations based on interpretive structural modeling. The data collection tool is a questionnaire based on an interpretive structural model. The statistical population was university professors and experts in the field who were selected by purposive sampling. Therefore, in this study, from a purposeful judgmental sampling (20 university professors and research experts) have been selected to conduct research. In the present study, in order to answer the research questions, the structural-interpretive modeling technique in MATLAB software environment has been used.Results and discussionThe findings of this study indicated that the structural model was classified into seven levels. The most effective level is the seventh one, which includes two factors such as natural landscape and infrastructure facilities. The natural landscape is considered as one of the main pillars of tourism so that tourism and the natural landscape are interdependent. The natural landscape forms many tourist attractions and the promotion and development of tourism in destinations depends on the natural landscape along with other factors. Also, along with the natural landscape, infrastructure facilities were identified as the most effective factor. Considering that nowadays, tourists are always looking for a quiet and pleasant place with desirable amenities, it can be done by providing services and infrastructure facilities such as accommodation, optimal transportation and creating a dynamic environment which can invite all members of society into the space of tourism destinations, create attractiveness of tourism destinations, and, consequently, provide the ground for attracting more and more tourists. This level directly affects the factors of the sixth level, i.e. welfare facilities. The sixth level also directly affects the fifth level, which includes proper access and environmental quality, and also, the fifth level affects the factors of the fourth level, as well as the fourth level on the third, the third level on the second, and finally the second on the first.ConclusionThe purpose of this study was to design an interpretive structural model of the effective factors on the attractiveness of tourism destinations using the ISM approach. The results of implementing the ISM model showed that the model includes seven levels. The seventh level is the most effective one, which includes two factors such as natural landscape and infrastructure facilities. Also, the results of leveling the identified factors showed that the highest level of mental image factors and the reputation and credibility of the destination have taken place. In other words, it can be said that the output resulting from the strengthening of the mentioned factors leads to a positive mental image of tourism destinations, as well as promoting the reputation and credibility of tourism destinations. The results of the implementation of the Mick Mac model showed that in the first area, the independent cluster, none of the identified factors were located, which indicates strong interactions and connections between the identified factors for the attractiveness of tourism destinations. In other words, it can be said that the interaction between the identified factors provides the basis for the attractiveness of tourism destinations. In the dependent cluster, i.e. the second area, environmental security factors, situation of reputation and credibility of the tourism destination, and mental image of the destination are located. It can be said that these factors are influenced by other ones; that is, other factors try to come these factors to fruition. In the third area, i.e. the cluster of factors of people's economic interactions with tourists, the shape and natural landscape, local community behaviour, special events, factors, amenities, environmental quality of the destination are located. The identified factors play the role of an intermediate factor, that is, they affect the stimulus cluster and affect the dependent cluster. The fourth cluster (stimulus cluster) are the factors of the amount of media advertising, appropriate access, attractive cultural and historical resources, and infrastructure facilities. Factors related to stimulus clusters have high impact power.

In recent years, issues related to brand and reputation have been widely discussed nationally, regionally, in local communities, as well as concerning destination marketing strategies. Reputation is a component of attractiveness and encompasses the overall image of the destination. Reputation plays a vital role in tourism development. It is positively affecting the image of the destination, visitors' understanding of the value, and their loyalty to a destination, and finally, their satisfaction. The reputation of a destination plays an essential role in attracting tourists. The same questionnaire cannot be used to measure reputation for different destinations because the reputation of a destination depends on what it has gone through and can be different from similar destinations. Therefore, to design a questionnaire and measure dependent and independent variables, the indicators were collected based on previous studies and then approved by experts.Considering the components of urban reputation and identifying them based on the perception of visitors is critical for understanding their needs. Investigating the reputation of Isfahan and the factors influencing the reputation of this city, based on effective evaluation and cognitive perception of visitors by distributing 384 questionnaires, showed that among the factors influencing the reputation of the tourism destination of Isfahan, the destination image affects its reputation more than other factors. There is no significant difference in the city's reputation between the attitude of people who visited Isfahan and people who have not been there before. This research showed that the reputation of the destination and the recommendation of friends and relatives are the main factors in the knowledge of people from Isfahan, and media, exhibitions, and training have a minimal role in the introduction and development of this destination.Based on the study results, the six components of reputation, destination image, hospitality, the attitude of local communities, perceived perception, and emotional evaluation along with the variables of each component have been described.In the component of reputation, the respect of visitors to Isfahan has gained the most points. Among the relevant variables with the destination image component, Isfahan's unique attractions have the highest score. However, the variables "wide variety of entertainment and tourist activities" and "enjoyment of the location of this place" are also in good condition.Among the hospitality variables, host friendliness relative to tourists had the highest average, and the efforts of public institutions, the private sector, and local communities in solving potential problems and complaints of visitors received the lowest average.Among the variables of attitudes of the local community, the diversity of the local cultural customs is higher than the average, and the cultural perception of Isfahan's residents is the lowest. Among the components of cognitive perception, management indicators, the concentration of tourist attractions and routes have a higher average and security index, and access to facilities have a lower average.Finally, from the perspective of the emotional evaluation variable, the entertainment of leisure activities with the calculated average has the highest score, and the happy mood of the people of Isfahan has the lowest average, although the scores obtained for the variables of this component is higher than the average. One sample T-test was used to assess the attitude of the sample towards the components of reputation, destination image, hospitality, the attitude of local communities, perceived perception, and emotional evaluation.Cognitive perception of Isfahan's reputation has been a factor in the re-visit of this city and has had a direct impact on people's perception of reputation. There has been a high correlation between cognitive perception and reputation in Isfahan.It can be said that paying attention to comfort, diversity of destination activities, security, proper infrastructure, good transportation, marketing and promotion of cultural attractions strengthened, cognitive perception of visitors to the destination, and positively enhanced its reputation. Providing leisure facilities for tourists can be attractive and have a positive impact on their attitudes towards Isfahan.We found that the reputation of the destination and advice of friends were the main factor in introducing Isfahan to visitors and media, exhibitions and training played a minimal role in this regard.Therefore, it is necessary to pay attention to the writing of up-to-date content and the presentation of Isfahan on the internet in the form of user-friendly websites, as well as the development of documentary programs for radio and television, the development of quality, diverse and up-to-date print media. Informing and educating people, especially those involved in tourism, about the importance and role of tourism in the economy of Isfahan and its reputation can lead to improving the responding to tourists and their needs and thus providing a positive image of residents and tourism service providers.

Improving the quality of urban tourism spaces in areas that have the potential and internal capacity of tourism by development stimulus projects is essential as one of the approaches in areas where there are signs of decline. The present study, by compiling indicators related to development stimulus projects from theoretical texts, has studied and analyzed these indicators in promoting tourism spaces. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the research includes experts and specialists in the field of geography, urban planning and urban planning. Based on the number of research indicators and based on Sample Power software, 30 people were estimated as a sample. In order to collect field data, a questionnaire was used, the validity of which was confirmed by experts in terms of content and appearance, and its reliability was confirmed using Cronbach's alpha test. In this study, in order to analyze the data, structural equation modeling in Emus software environment was used. The results of this study showed that economic, physical-spatial, social and environmental dimensions have a positive and significant effect on tourism development projects on development stimulus projects and finally development stimulus projects with a path coefficient of 0.63. In such a way that any positive change in the desired dimensions will improve the quality of urban tourism space. Therefore, it can be concluded that tourism promotion was achieved by implementing development stimulus projects.Improving the quality of urban tourism spaces in areas that have the potential and internal capacity of tourism by development stimulus projects is essential as one of the approaches in areas where there are signs of decline. The present study, by compiling indicators related to development stimulus projects from theoretical texts, has studied and analyzed these indicators in promoting tourism spaces. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the research includes experts and specialists in the field of geography, urban planning and urban planning. Based on the number of research indicators and based on Sample Power software, 30 people were estimated as a sample. In order to collect field data, a questionnaire was used, the validity of which was confirmed by experts in terms of content and appearance, and its reliability was confirmed using Cronbach's alpha test. In this study, in order to analyze the data, structural equation modeling in Emus software environment was used. The results of this study showed that economic, physical-spatial, social and environmental dimensions have a positive and significant effect on tourism development projects on development stimulus projects and finally development stimulus projects with a path coefficient of 0.63. In such a way that any positive change in the desired dimensions will improve the quality of urban tourism space. Therefore, it can be concluded that tourism promotion was achieved by implementing development stimulus projects.Improving the quality of urban tourism spaces in areas that have the potential and internal capacity of tourism by development stimulus projects is essential as one of the approaches in areas where there are signs of decline. The present study, by compiling indicators related to development stimulus projects from theoretical texts, has studied and analyzed these indicators in promoting tourism spaces. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the research includes experts and specialists in the field of geography, urban planning and urban planning. Based on the number of research indicators and based on Sample Power software, 30 people were estimated as a sample. In order to collect field data, a questionnaire was used, the validity of which was confirmed by experts in terms of content and appearance, and its reliability was confirmed using Cronbach's alpha test. In this study, in order to analyze the data, structural equation modeling in Emus software environment was used. The results of this study showed that economic, physical-spatial, social and environmental dimensions have a positive and significant effect on tourism development projects on development stimulus projects and finally development stimulus projects with a path coefficient of 0.63. In such a way that any positive change in the desired dimensions will improve the quality of urban tourism space. Therefore, it can be concluded that tourism promotion was achieved by implementing development stimulus projects.Improving the quality of urban tourism spaces in areas that have the potential and internal capacity of tourism by development stimulus projects is essential as one of the approaches in areas where there are signs of decline. The present study, by compiling indicators related to development stimulus projects from theoretical texts, has studied and analyzed these indicators in promoting tourism spaces. This research is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the research includes experts and specialists in the field of geography, urban planning and urban planning. Based on the number of research indicators and based on Sample Power software, 30 people were estimated as a sample. In order to collect field data, a questionnaire was used, the validity of which was confirmed by experts in terms of content and appearance, and its reliability was confirmed using Cronbach's alpha test. In this study, in order to analyze the data, structural equation modeling in Emus software environment was used. The results of this study showed that economic, physical-spatial, social and environmental dimensions have a positive and significant effect on tourism development projects on development stimulus projects and finally development stimulus projects with a path coefficient of 0.63. In such a way that any positive change in the desired dimensions will improve the quality of urban tourism space. Therefore, it can be concluded that tourism promotion was achieved by implementing development stimulus projects.

Today, with the development of communication techniques along with the transfer of medical knowledge, a new form of tourism called health has been introduced, which is one of the attractive and thriving services markets in the field of tourism. Value creation is a new form of business strategy that emphasizes the continuous creation and recognition of the shared values ​​of organizations and their customers. The aim of this study was to present a model of customer value creation behavior in the development of health tourism industry in Guilan province, of applied and combined type and in two qualitative and quantitative stages. The statistical population of the research in the qualitative phase included experts in the field of medical tourism and health tourists and in the quantitative phase included the heads of hospitals and health tourists in Guilan province. In the qualitative phase, 16 people were selected by purposive sampling method and in the quantitative phase, including 50 heads of hospitals in Guilan province and 250 health tourists from those hospitals, were selected by non-probability available method. Semi-structured interviews were used to collect data in the qualitative phase and questionnaire tools were used in the quantitative phase. Qualitative data analysis was performed with the help of MAXQDA10 software and quantitative data with PLS software.

After conducting the interviews and removing the overlaps, 59 basic concepts, 13 main concepts and finally, 5 categories in the form of a paradigm model including co-creation strategies of organizational value and health tourism capabilities, all Value creation and value creation behavior were extracted. In a quantitative step, the test model and all the relationships and hypotheses of the research were confirmedTourism has become one of the growing sectors in the world today and its impact goes far beyond the economic and business aspects. With the development of communication techniques along with the transfer of medical knowledge, a new form of tourism called health has emerged. Health tourism includes any trip to promote health and as one of the dimensions of tourism, contributes to the sustainable development and dynamism of the country's economy. Health tourism is also a national strategy to increase the country's income and an arm of national securityThis research is part of the results of a combined study (qualitative and quantitative) entitled "Explaining the model of customer value creation behavior in the development of health tourism industry (case study: health tourists in Guilan province)". This research has been done in two stages, qualitative and quantitative. In the first stage, due to the novelty of value creation research and the unknown factors and issues related to it in the field of health tourism, the data theory method is used and in the second stage, in order to confirm and validate the model from the quantitative research method of structural equations And correlation is used. The statistical population of the study, in the qualitative phase, included managers and scientific and executive experts with more than 5 years of experience in the field of health tourism and health tourists, and in the quantitative phase included heads of hospitals and health tourists referring to hospitals in Guilan province. First, 16 experts and tourists were selected by purposive sampling method and a semi-structured interview was conducted from them, and then questionnaires containing information extracted from the research model among 50 heads and managers of hospitals. Gilan province was selected and distributed by census method and 250 medical tourists from the same hospitals were selected and distributed by non-probability method.Qualitative data analysis was performed with three coding steps (open, axial and selective) in the form of foundation data method as follows:A) Open coding: Open coding was the first step in analyzing the data and during the step, data from interviews and research literature were carefully reviewed. The main unit of analysis for open coding are the concepts that in this study, these concepts were carefully extracted. Finally, at the end of this stage, 59 concepts were obtainedAxial coding: In this step, 59 codes extracted from the open coding step were combined, combined and categorized to form subcategories. In this way, the components of the value co-creation model in health tourism were identified and the categories that could be applied to the data from in-depth interviews and book analysis, related articles, were extracted. The categories extracted to formulate the model criteria were tourism capabilities, health tourism infrastructure, co-creation of organizational value (health tourism mix), co-creation of customer value, and co-creation behavior. In addition to the 5 main categories, 13 subcategories including 59 criteria related to value creation in health tourism were recategorized by open coding method.