نشریه گردشگری شهری
سال هشتم شماره 3 (پاییز 1400)

Extended AbstractIntroductionThe city of Mahmoudabad, as one of the tourist destinations in northern Iran, has become very important due to its coastal and special tourist location. In recent years, the reason for the physical development of the city is due to the role and function of tourism in this destination and has led to the development of several human settlements in the city. Due to the many tourist attractions and investments in recent years, this city needs to move towards sustainable tourism development. However, due to the natural hazards caused by floods in this region and the creation of environmental hazards due to tourism development, it is necessary to pay attention to increasing social resilience in this city and taking advantage of its benefits for sustainable tourism development in Mahmudabad. According to this necessity, in the present study, the main question of the research is posed as follows:-What effect do the social components of urban resilience have on the sustainable tourism development in the city of Mahmudabad? MethodologyThe present study is part of applied and descriptive-analytical researches in terms of purpose and method, respectively. Also, a questionnaire was used to collect information. The questions were designed using a five-point Likert scale based on strongly agree to strongly disagree. The statistical population of this study includes all experts and officials in the field of urban and tourism of Mahmudabad city and 80 employed people of Mahmudabad city municipality in 2020 and due to the small sample size, the entire statistical population was selected as a sample by census sampling method. Also, to measure the research variables, questionnaires of social dimensions of urban resilience and sustainable tourism development were used. Indicators of research questionnaires obtained from related studies and research background. Then, they were localized based on the research conditions and the studied city. In this research, in order to achieve the goals, structural equation modeling in SMART PLS software has been used.Results and discussionFindings showed that the social resilience of the city has a significant effect on the sustainable development of tourism. The value of the obtained t-statistic is equal to 11.248 so that this value is higher than 1.96 and the research hypothesis is confirmed, and it can be concluded that the social resilience of the city has a significant effect on the sustainable development of tourism. Also, the obtained path coefficient is equal to (β = 0.689), since the obtained path coefficient is positive, this relationship is direct. Therefore, it can be said that the social resilience of the city has a positive and significant effect on the sustainable development of tourism.Concerning the component of institutional trust, urban social resilience has a significant effect on the sustainable development of tourism. The value of the obtained t-statistic is equal to 5.824 so that this value is higher than 1.96. Also, the obtained path coefficient is equal to (β = 0.163). The component of urban social resilience awareness has a significant effect on sustainable development. The value of obtained t-statistic is equal to 2.158 so that this value is higher than 1.96. Also, the obtained path coefficient is equal to (β = 0.194). The place attachment component of urban social resilience has a significant effect on the sustainable development of tourism. The value of obtained t-statistic is equal to 3.448 so that this value is higher than 1.96. Also, the obtained path coefficient is equal to (β = 0.222). The component of urban social resilience participation has a significant effect on sustainable tourism development. The value of the obtained t-statistic is equal to 5.999 so that this value is higher than 1.96. Also, the obtained path coefficient is equal to (β = 0.188), since the obtained path coefficient is positive for the dimensions of urban social resilience, the effect of the mentioned dimensions is direct. ConclusionThe findings of the test of research hypotheses showed that the social resilience of the city has a positive effect on the sustainable development of tourism in Mahmudabad. In fact, social resilience in the touristic city of Mahmudabad has been able to contribute to the further sustainability of tourism through social preparation and strengthening the social structure of this destination. Based on the general results of this research, it can be claimed that a destination can be sustainable, creative, attractive, memorable, etc., which is a resilient destination and keeps safe residents and visitors form hazards. By setting resilience as a goal in tourism cities such as Mahmudabad, destinations can design a model by which decision-makers and stakeholders of tourism destinations, while understanding the emerging risks, take actions to achieve it, in order to prevent the vulnerability of communities and urban destinations to natural disasters. Accordingly, nowadays, the discussions and concerns about the risks and factors threatening the development of tourism systems, have received serious attention. Facing planners and activists in the tourism sector with such crises caused the inclusion of tourism development programs to become an analytical and important issue. Based on this finding, it can be said that while tourism has many positive effects and is expanding day by day, the events and dangers that threaten it need to be considered. And what is important here is that there should always be a coherent system for supporting, planning and managing tourism in times of crisis and before a crisis occurs. Especially a category such as tourism, which depends on several elements, which each of them can be irreversible and irreparable shock.

Extended Abstract

The tourism industry, as one of the most important phenomena of the third millennium, has had a significant impact on the economic growth and dynamism of countries and their cultural exchanges over the past half century with its exponential growth. As many scholars have called the present century the century of tourism. Nowadays, this industry has become one of the most complex human businesses in many countries of the world, and as a multifaceted activity, it has various functions and positive effects, which among them, we can mention job creation, earning money, attracting currency and strengthening infrastructure, and so on. In this regard, it is essential to know the importance and capacities of tourism in the national development strategy and in the global development program. On the other hand, considering that tourism is a completely complex system with different and diverse dimensions, it is a scene with various actors in different fields and services and a flexible and effective activity related to the economic and social factors of the society, therefore, strategic planning in order to identify the strengths and weaknesses of tourism destinations and the threats and opportunities ahead in various dimensions by using a holistic and systematic approach is an inevitable necessity. In this regard, the aim of present study is identifying the effective drivers on realization of systematic management of tourism in Tabriz metropolis with emphasis on the good governance approach.
 

The research is applied and descriptive-analytical in terms of type and nature, respectively, which to collect data, documentary and field methods (interview and questioning) have been used. The statistical population of the study includes officials, managers and experts related to the field of tourism and academic elites, which the sample size was 384 through the Cochran's formula. In order to analyze the data, variance-based structural equations with partial least squares method have been exploited in Smart-PLS software. In the present study, first with documentary studies as well as interviews with 30 urban managers and academic elites, the effective indicators on the realization of systemic management in tourism were identified and then, data was collected through the sample size in the form of closed questionnaires about the effect of these indicators on tourism in Tabriz metropolis.
 

The research findings show that management in the field of tourism in Tabriz metropolis has problems such as lack of coordination and cooperation of organizations and government agencies and parallelism of organizations, defective administrative and bureaucratic structure of tourism organizations and lack of proper policy in tourism.  Also, findings indicate that the most effective among the components studied in order to achieve the tourism systematic management in Tabriz metropolis related to the existence of a single and accountable leadership; the existence of interaction and international trust in institutions involved in tourism and urban management efforts in creating and strengthening non-governmental associations and institutions in order to participate in tourism management with a score of 0.822, 0.803 and 0.756, respectively.
 

Nowadays, tourism is one of the world's three most lucrative industries (oil, automotive, and tourism). In this regard, tourism development, especially in less developed countries, is an effective factor in combating poverty and increases the income of different strata, reduces unemployment and economic prosperity and thus improves the quality of life and increases social welfare. Given the effectiveness and impressionability of this industry on different dimensions of society, it is necessary to consider a systemic perspective in tourism development planning. In this regard, the aim of present study is identifying the effective drivers on realization of systematic management of tourism in Tabriz metropolis with emphasis on the good governance approach. A study of the metropolitan management system of Tabriz in the field of tourism indicates that there are many problems in the proper management of this industry, including the lack of integration of the management system and parallel work of organizations involved in tourism, lack of proper capacity building in various dimensions such as poor education of specialized staff in various tourism centers; lack of proper needs assessment of tourists' preferences; non-use of knowledgeable people and taking advantage of successful national and international experiences; the lack of proper planning in the way of spatial distribution of elements affecting the various dimensions and types of tourism and the lack of attention to proper marketing and advertising. In order to achieve proper management in the field of tourism in Tabriz metropolis, emphasizing the systemic approach and good governance, it can be said that the most important effective initiatives are institutional capacity building, emphasis on institutional integration and integration, participation and efficiency and effectiveness.

Extended Abstract
Placement of destinations in films creates a positive mental image of destinations, differences in tourism destinations between competitors, and long-term interest. It is based on the idea that films encourage the potential market to visit by introducing viewers to the destination as a commodity. So far, no significant research has been done in Iran on exploiting the capacity of films and serials in promoting tourism. In the absence of strong theoretical support for the basic principles and concepts of film tourism, marketing activities and factors affecting its success and Iran's readiness to implement this important; scientific and methodical research on this tourism is necessary and can pave the way for further research and be useful as a reference and support for action. In line with this necessity, in the present study, the main question of the research is raised:-What effect does the consumption of art films have on the development of cultural tourism capacities in Tehran?
 
 
The present study is part of applied and descriptive-analytical in terms of purpose and method, respectively. Also, a questionnaire was used to collect information, which was designed using a five-point Likert scale. The statistical population of this study included all tourists entering Tehran in 2020-2021, and the statistical population was 384 tourists based on Cochran's method. And sampling method was done randomly. Also, to measure the research variables, questionnaires on the consumption of feature films and the development of cultural tourism infrastructure were used. Indicators of research questionnaires were obtained from related studies and research backgrounds, and then, it was localized based on the research conditions and the studied city. Confirmatory factor analysis was exerted to assess the validity and reliability of the research model and response to hypotheses. AMOS software program was applied to model the structural equations.
 
Consumption of art films has a significant effect on the development of cultural tourism capacities in Tehran. The path coefficient is 0.56, and the value of the obtained T statistic equals 3.71, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of art films significantly affects the development of cultural tourism's cultural and social capacity in Tehran. The path coefficient is 0.41, and the value of the obtained T statistic equals 4.89, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. The consumption of feature films has a significant effect on the development of the infrastructure capacity of cultural tourism in Tehran, the path coefficient is 0.38, and the value of the obtained T statistic equals 3.55, which is greater than 1.96; therefore, this coefficient is a significant path, and the research hypothesis is confirmed. Concerning the hypothesis, the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran, the path coefficient (0.44) has been estimated, and the value of the obtained T statistic is equal to 3.25, which is greater than 1.96; therefore, this coefficient is a significant path and the research hypothesis is confirmed, and it can be said that the consumption of feature films has a significant effect on the development of the institutional capacity of cultural tourism in Tehran.
Consumption of art films among tourists and its positive effect can help develop cultural tourism capacities in Tehran while improving Tehran's social and cultural, infrastructural, and institutional capacity as an urban tourism destination. Based on this, it can be said that the relationship between cinema and tourism is a two-way relationship, and on the one hand, cinema can be one of the essential tools in introducing tourist places and attractions. Paying attention to the production of art and cinema films to brand urban tourism based on the cultural elements of this city can attract more tourists while developing and building capacity in the field of tourism. The results of testing the second hypothesis of the research showed that the consumption of feature films has a significant effect on the development of cultural and social capacity of cultural tourism in Tehran. Such a result is probably due to the fact that by consuming feature films in which the cultural and social elements of the destinations are highlighted, incoming tourists are also informed of the cultural lines and values of the destinations before visiting the destinations, and as a result, they behave more consistently, and also, residents are self-aware of the cultural aspects and capacities of the city where they live, and as a result, there will be more coordination among the stakeholders in introducing the city as a tourist destination. The results of testing the third hypothesis of the research showed that the consumption of art films has a significant effect on the development of infrastructure capacity of cultural tourism in Tehran, and therefore with the production of art and cinema films, tourist cities will have more possibility of providing local and inside attractions. The results of testing the fourth hypothesis showed that the consumption of art films significantly affects the development of the institutional capacity of cultural tourism in Tehran. Therefore, by promoting art and cinema films and holding events based on feature films, cultural tourism capacities in urban destinations have increased at both organizational and individual levels. With the improvement of the institutional capacity of cultural destinations, the destinations will also expand.

Extended Abstract

Among the types and varieties of tourism, cultural tourism has found an important motivation and place in the tourism industry, so that today millions of people set foot on the road to see cultural attractions. Cities, buildings, historical sites, people, traditions, food, clothing, etc. are all part of these cultural and social attractions. Markazi province and Arak city due to the establishment of an important part of petrochemical industries, machine building, etc. in the central and urban province of Arak and the average high industrial employment in Markazi province and specifically Arak city (compared to other parts of the country) have caused nature, history, culture and in general the tourist attractions of this city to be overshadowed by the industrial sector.
 

The research method used in this research was descriptive-analytical with quantitative analysis. The instruments used were the questionnaire and the test used were structural records (performed on LISREL software score) and exploratory factor analysis. The research hypotheses cover the relationships of the 6 research indicators including cultural motivations (26items), visitation expectation (24 items), quality of tourism services (11 items), retention and loyalty (9items), word-of-mouth advertising (5) and finally, tourist satisfaction (14 items). The statistical population of the present study also included all tourists referring to Markazi province (Arak city) in April 2019. The statistical population included visitors to museums, natural resources, antiquities, handicrafts of Arak. According to the Cultural Heritage, Handicrafts and Tourism Organization, it was equal to 668346 people and according to the Cochran's formula, 384 people has been identified.
 

In the standard estimation mode, the factor loads are shown. The larger the factor load and the closer to one, that is, the better the observed variable (question) can explain the latent variable. If the factor load is less than 0.3, a weak relationship is considered and ignored. The factor load between 0.3 and 0.6 is the average relationship and if it is more than 0.6 is desirable and acceptable.
In the case of significance, the value of t (path coefficient in the case of significance) must be greater than the value of 1.96 so that the relationship between each question and the variable is significant. The value of t for all questions is higher than the critical value of 1.96, so the relationship between the questions and the variable is significant and therefore the questions are a good explanation for the variable (due to the large volume of tables, only the final table of confirmed factors, has been provided).
In total, the targeted items (according to the factor load less than 0.3) for the cultural drivers’ index were equal to 16 items, for the tourist retention and loyalty index were equal to 6 items, for the quality of tourism services index were equal to 8 items, for the tourist satisfaction index was equal to 5 items, for the expectation index from the visit site was equal to 15 items and finally for the word-of-mouth advertising index was equal to 1 item.
In the final model, the numbers obtained for the t-test are significant and can be examined for causal relationships (measurement indices with latent variable) and effects (latent variable together) according to the items mentioned in the tables and graphs, the model in terms of proportionality indices, is in good situation.
 

In connection with the results of the research hypotheses, it can be concluded that cultural drivers, with emphasis on the dimensions of civilization, including tangible (such as historical monuments, inscriptions, buildings and objects that can be kept in museums) and intangibles (customs, language, literature and music, traditional clothing, traditional food, etc.) can meet all the indicators of expectation from the place of visit, tourist retention and loyalty, word-of-mouth advertising, tourist satisfaction and quality of tourism services have an important and significant impact. In this way, from this dimension, we can understand the importance of paying attention to cultural drivers and their role in tourism development in the study sample. Regarding other hypotheses, some hypotheses such as the effect of tourist satisfaction on tourist longevity and loyalty are confirmed. Also, the logical impact of the quality of tourism services on tourist satisfaction, word of mouth advertising, and ultimately tourist retention and loyalty have been confirmed. Furthermore, expectation of the place has a significant effect on word of mouth advertising, durability and loyalty, tourist satisfaction and quality of tourism services. In this way, shaping reasonable expectations and a positive image (through advertising and branding processes) can improve these indicators. In general, paying attention to the relationships, indicators and items identified can be useful in planning tourism development in Markazi province and Arak city.

Extended Abstract
The coronavirus has caused international anxiety and travel restrictions imposed by the Health Organization due to its novelty, ease, and speed of transmission, along with extensive media coverage. In Iran, people were asked to cancel unnecessary trips, but with the start of the holiday, many tourists traveled to tourist cities, including Ramsar in Mazandaran province. Due to the closure of accommodation and tourism centers, the majority of incoming tourists to Ramsar were ones who ownership of a second home in the city and are considered second home tourists. In this regard, this study aims to investigate the reasons for the tourism of second homes during the outbreak of coronavirus.
 
The present study is part of descriptive survey researches in terms of nature. The statistical population of the study was tourists who traveled to Ramsar in the spring and summer of 1399 due to the spread of coronavirus. According to the volume of tourists, the number of samples was calculated based on Cochran’s formula 384 items. In order to check the validity of the content, the necessary consultations were held with the experts and considering their opinion, the proposed problems were corrected and in the re-survey, it was ensured that the questionnaire has the necessary validity. To compare the importance and ranking of the identified variables and components, a comparative questionnaire with a five-point Likert scale (1 = very low to 5 = very high) was used. To measure reliability, a prototype consisting of 30 questionnaires was tested and the Cronbach's alpha coefficient was calculated to be 0.8. According to the minimum reliability coefficient (0.7), the value obtained indicates the reliability of the questionnaire. In data analysis, SPSS22 software was exerted for prioritization.
 
The correlation test showed the four main dimensions of second home tourism at the time of the coronavirus outbreak  that the dimensions of ownership with the amount of correlation (semantic level), 0.89 (0.000), rules and regulations with a correlation value of 0.86 (0.000), personality traits with a correlation value of 0.78 (0.009) and the climatic conditions of the region with a correlation value of 0.68 (0.001) with 95% reliability, respectively, have the highest intensity of direct relationship with the second homes tourism in Ramsar city.
The components of "realization of property rights in any situation" with a strong correlation (0.91) at the significance level of (0.001) and with 95% reliability, "feeling of being a native" with a strong correlation (0.89) at the level of significance (0.000) and 95% reliability, "public facilities similar to the local community" with a strong correlation (0.87) at the significance level of (0.002) and 95% reliability, "vehicle ownership and ease of transportation" with a correlation intensity (0.82) at a significant level of (0.000) and 95% reliability have the highest impact on the ownership factor, respectively.
Components of "no government ban on travel" with a strong correlation (0.80) at the significance level of (0.000) and 95% reliability, "failure to set rules and regulations to prevent travel" with a strong correlation (0.79) at the significance level of (0.004) and 95% reliability, "lack of complete quarantine of cities and villages" with a strong correlation (0.77) at the significance level of (0.017) and with 95% reliability,  "non-imposition of fines for unnecessary trips" with a strong correlation (0.74) at the significance level of (0.004) and 95% reliability, respectively, have the highest impact on the factor of rules and regulations.
The components of "escape from the monotony and daily life" with a correlation intensity (0.75) at the significance level of (0.029) and with 95% reliability, "extending the quarantine period and leisure use" with a strong correlation (0.73) at the significance level of (0.000) and with 95% reliability, "risk-taking and risk acceptance" with a strong correlation (0.70) at the significance level of (0.011) and 95% reliability, "escape from urban pollution and high-risk centers" with a strong correlation (0.68) at the level of significance (0.000) and 95% reliability, "belonging to place" with a strong correlation (0.61) at the significance level of (0.009) and 95% reliability, "acquisition of mental and physical fitness" with the intensity of correlation (0.58) at the significance level of (0.010) and 95% reliability have the highest impact on the factor of personality traits, respectively.
Components of "the existence of attractions" with a strong correlation (0.70) at the significance level of (0.000) and 95% reliability, "natural landscapes" with a strong correlation (0.68) at the significance level of (0.011) and 95% reliability, "environmental calm" with a strong correlation (0.59) at the significance level of (0.005) and 95% reliability, "suitable climate" with the intensity of correlation (0.54) at the significance level of (0.003) and 95% reliability, respectively, have the highest impact on the climatic conditions.
 
The traffic of non-native cars in different cities and villages of this province, especially in Ramsar city, shows the high number of second homes in this area. Although second homes and the presence of tourists have led to economic prosperity and job creation, in times of crisis such as the recent one, the necessary training should be provided to the host community and tourists and second homeowners, as well as emergency laws. We need to think about projects in which the tourists have a share in the costs and problems made by tourism in the region. Establishing laws and regulations that are restrictive and commensurate with sudden crises, although in the short term will cause a decline in tourism and economic problems for business owners in the field of tourism, it is vital so, in the future, leads the tourism industry to grow and prosper to host communities. Moreover, healthy and educated tourists need to have a good time enjoying themselves and others away from worries.

Extended Abstract
 

The tourism industry is one of the most dynamically developing sectors of the world economy and an important factor in the social and economic development of regions and countries and is a valuable source for wealth creation in cultural exchanges between countries and it has taken a significant share of the world economy. Meanwhile, information and communication technologies have played a great role in the prosperity of the tourism industry. The factors facilitating access to digital tourism have made it easier for customers to access the use of digital tourism; these factors including the optimal use of time, the ability to shop anywhere and anytime, and users' direct access to information and services. Nowadays, the necessity of using new digital technologies in various industries such as tourism has become so vital that the World Tourism Organization has announced 2018 as the year of digital transformation. Meanwhile, the city of Tehran as the capital of Iran due to the administrative-political centrality and the existence of more facilities and resources and countless tourist attractions in all types of historical, cultural, natural, ethnic and health, etc. is one of the most important destinations for domestic and foreign tourists. According to the diversity of tourist attractions and the number of tourists in the city, it can be said that the main problem is that the concept of digital tourism has not yet been given special attention to meet the needs of tourists, and so far, the importance of using information technologies in this field in Tehran has not been considered and the necessary infrastructure has not been defined for it. Therefore, the use of information and communication technologies in the tourism industry of Tehran seems inevitable, due to the intense competition between travel agencies and the promotion of tourism competitiveness with other countries in the region. In this study, while identifying the challenges that have had the greatest impact on the lack of promotion of digital tourism in Tehran, solutions have been provided in this field so that decision-makers of the tourism industry based on using them, can allocate available resources to solve challenges, and finally, formulate and implement an appropriate model for digital tourism development planning. Therefore, the most important questions that this research seeks to answer are as following:-What are the most important challenges of digital tourism development?
-What is the significance and impact of the identified challenges on tourism development?
 
 

The present study is part of applied and descriptive survey researches in terms of purpose and strategy, respectively. Data were collected using a questionnaire. The statistical population of this research is divided into two categories. The first category includes experts and senior managers of the tourism industry and the Cultural Heritage, Handicrafts and Tourism Organization of the country, who were selected using the method of snowball sampling of 10 experts. The second group consisted of 60 employees and managers of the Cultural Heritage, Handicrafts and Tourism Organization of the province. Samples were selected by simple random sampling without replacement. In order to perform the second-order factor analysis, the identified challenges from the opinions of a sample of 10 people were selected as the statistical population. After completing the questionnaires by these individuals, the reliability of the questionnaire was 0.812 and its standard deviation was equal to 0.12 which indicates the high reliability of the questionnaire.
 
 

Findings indicate that the main challenges include the weak economic system, the weak cultural structure, the weak infrastructure, among which the impact of infrastructure on digital tourism development with a coefficient of 0.803 has the highest score. After that, the effect of weak economic system on the development of digital tourism with a coefficient of 0.742 is in second place. The challenge of weak cultural structure with a coefficient of 0.653 affects digital tourism development.
 
 

The findings and results of this research can be divided into two general parts. The results of the first part of the study showed that the variables that were initially classified by experts are all the most important challenges of digital tourism development. In other words, the results of this section showed that infrastructure challenges and weakness in the economic system and weakness in the cultural structure are all challenges of digital tourism development, and among them, infrastructure challenges have the highest path coefficient. In fact, they are the most vital challenges and are the basis of the model, so for the development of digital tourism in Tehran, this factor should be considered as the first step to achieve the goal of this research by managers in this field. In the next place are economic challenges, and cultural and religious restrictions are in the third place. Paying more attention to these factors will facilitate the achievement and solution of the challenges of the next and higher levels.

Extended Abstract
Among different areas of tourism, health tourism has received a lot of attention due to creating threefold currency compared to other types of tourism, capabilities and competitive advantages. Advances and medical achievements and the high level of health care equipment in Iran have created new possibilities and opportunities for the field of medical tourism. Iran due to its specialized doctors, low treatment costs, natural resources and suitable climate, proximity to Arab countries and similarity of culture and dialect with some neighboring countries have advantages in the field of attracting medical tourists from these countries despite the obstacles and weaknesses such as the presence of competitors in the region. Iran's share of the health tourism market is small despite its high capacity for medicine and healthcare. Therefore, Iran, as one of the regions and centers of medical tourism in the world, has potential therapeutic and medical capacities.
 
The research area includes four tourism zones with comparative medical advantage, according to the report of land use planning (2018). These 4 zones of land use planning include zone 2 (West Azerbaijan, East Azerbaijan, Ardabil and Kurdistan), zone 4 (Isfahan, Chaharmahal and Bakhtiari and Khuzestan), zone 6 (Tehran, Qom and Alborz), and zone 9 (South, North and Razavi Khorasan). Medical tourism demand was estimated by the Almost Ideal Demand. According to the studies of Walsh (1996), Uysal and Crampton (1984) due to insufficient access to data, problems related to compound alignment, etc., the factors affecting the tourist were selected separately for medical tourism demand in areas with medical system. Based on the Almost Ideal Demand, ten effective factors on the demand of medical tourism in zones with a medical system, including services and visa duration, relative prices (exchange rates), disposable personal income, entry and exit regulations and facilities, political and communication conditions with Iran, cost of accommodation, cost of treatment, waiting time for service, physician reputation and specialization were estimated. A random sample of 183 foreign tourists was selected by referring to the relevant customs.
 
According to the opinion of 183 foreign medical tourists in four zones od land use planning, the sensitivity of medical tourism demand to effective factors and types of medical tourism expenditures is measured. The results in all four medical tourism zones indicate the sensitivity of foreign tourists to various macro factors such as inflation and exchange rates. In addition, the variables of service and duration of visa, rules and facilities of entry and exit, political and communication conditions with Iran, cost of accommodation, cost of treatment, waiting time for service and the reputation of the doctor and special expertise all affect the tourist demand. Also, foreign tourists are highly sensitive to the costs and expenses of treatment in Iran and less sensitive to other costs such as accommodation and other expenses. All variables are at a stable level, so the level values of the variables were used to estimate the model in different regions, and out of 42 estimated parameters, 23 parameters were significant at the 95% confidence level. And since, according to Durbin-Watson statistics and the White test, all relationships have no autocorrelation and variance inequality, so the results are reliable. Therefore, the statistically significant coefficients indicate the sensitivity of tourists' demand to the corresponding variables of significant coefficients such as price, expenditure, exchange rate, inflation and so on. In other words, the significance of price coefficients for medical goods and services implies that the government can use these variables as a tool to achieve its economic goals in order to strengthen medical tourism.
 
Based on the results of estimating the almost ideal demand model for medical health tourism and considering the positive sign of the variable coefficient of tourists' opinions about the exchange rate and its significance in relation to the demand for medical services, it can be seen that an increase in the exchange rate leads to an increase the demand for medical services. Achieving this result based on trade theories such as Heckcher-Ohlin theory and the law of gravity is not far from expectation, and in fact this has led to cheaper Iranian domestic goods for foreigners, which is a tourist pull factor under the law of gravity. Based on the results of estimating the almost ideal medical tourism demand model and considering the negative sign of the variable coefficient of tourists' opinions about the waiting time for receiving services and its significance in relation to medical demand, it can be seen that increasing the growth of the health sector and service facilities, faster leads to an increase in demand for medical services. According to the results in all zones of land use planning, medical tourism demand is sensitive to service quality and visa duration, entry and exit regulations and facilities, political and communication conditions with Iran, cost of accommodation, cost of treatment, waiting time to receive services and doctor reputation and specialty. This means that foreign medical tourists who come to Iran are sensitive to the cost and quality of services in terms of income level and demand. In other words, the estimate indicates that the actual demand for medical services for foreigners is a necessary and non-luxury demand and therefore, increasing costs or reducing the quality of services will lead to a sharp decline in this demand.

Extended AbstractIntroductionThe city of Zanjan, as a strategic location and due to its location on the Silk Road and located on the northwest transit axis to Tehran, acts as a passage. This city has historical, cultural, and natural attractions and the special geographical location is considered as the main axis of tourism in the northwest of the country and has natural, cultural attractions, etc., but despite the capabilities of tourism and Iran has not yet been able to achieve its proper position. Studies show that the number of tourists staying in Zanjan is less than one day, and this factor has caused the arrival of tourists to this city does not have positive effects on the economy of this city. Provide appropriate enhancement solutions The sustainability of tourists should be effective. Accordingly, in the present study, the main question is as follows:-What are the most important factors affecting tourists’ length of stay in the middle city of Zanjan?MethodologyThe present study is part of applied and descriptive-analytical research in terms of purpose and nature, respectively. The method of data collection is library and field with a questionnaire that has been completed by tourists who entered the city of Zanjan. The statistical population of this study is tourists entering the city of Zanjan. Due to the uncertainty of the exact number of tourists, the Morgan table was used to determine the number of samples needed to complete the questionnaire. Simple completed. The validity of the research indicators was based on the opinions of the researchers, and the desired corrections were made. Cronbach's alpha method was used to calculate the reliability of the questionnaire tool which obtained a reliability value of 0.841. Data analysis was performed in the SPSS environment using descriptive statistics, and exploratory factor analysis was used in inferential statistics.Results and discussionDiscussion and findings in the descriptive findings section, the individual characteristics of the respondents are analyzed. The findings obtained about the age of the respondents show that the highest frequency of the age groups of the respondents is between 20-29 years. In terms of the gender of respondents, 54.5% of respondents were male, and 45.5% were female. In terms of education, 24.7% of the respondents had a master's degree or higher, 53.9% of them had a bachelor's degree, and 21.3% had a diploma or lower. According to the results, the obtained description in relation to the length of stay shows that out of the total number of questionnaires filled out by tourists, 40.8% of them chose to stay in Zanjan for one or two days, which has the highest frequency and three to seven days with 17.6% the lowest frequency. In the present study, a statistical factor analysis test has been used to analyze the effective factors of tourists’ length of stay. In this regard, in order to determine the appropriateness of data related to the set of variables to be analyzed regarding the analysis of effective factors of tourists’ length of stay, the Bartlett test and KMO index were used. The significance of the Bartlett test with 1612.22 at 99% confidence level and appropriate value of KMO (0.644) indicates the correlation and appropriateness of the variables for factor analysis.ConclusionTourism is one of the largest growing industries that plays an important role in the economic development of human societies. The tourism economy affects national income, foreign exchange resources, employment, and other macroeconomic indicators, poverty reduction. In this regard, tourism development requires comprehensive and efficient planning. In this regard, one of the factors that can develop and improve the country's tourism is to increase tourists’ length of stay in tourism destinations. In this regard, in the present study, the factors affecting tourists’ length of stay, have been investigated. Using factor analysis test, a general review of indicators and evaluation of effective factors in tourist satisfaction has been done, and the variables of each factor have been introduced according to the specific value. Planning and management has 13,851 with the most special amount, so that more attention to management in Zanjan will lead to the development of tourism, and respectively, the behavior of the host community 4.685, quality of place 4.220, transportation 3.321, infrastructure 3.204, accommodation quality 2.832, tourism product 2.343, health services 2.240, physical evidence 2.116, market surveillance 2.002, and service cost 1.837 include special amount. The development of infrastructure and accommodation has an important role in the tourism industry, which is far from the desired level in Zanjan due to the existing infrastructure. Studies show that the lack of proper advertising of other tourist attractions in Zanjan and the lack of knowledge of incoming tourists are also among the factors affecting the low level of stay of tourists. So, tourism marketing is to identify and anticipate the needs of tourists, and provide facilities to meet the needs and inform them, and motivate them to visit. If tourists are satisfied with the tourism destination, it will motivate them to visit the same destination again. Also, by defining and praising them as a tourism destination, it will encourage other people to travel to that area, and increase the length of stay.

Extended Abstract

Cultural intelligence defines the ability of an individual to succeed in diverse tasks and cultural settings (institutional, ethnic, national, and international). In this regard, this factor is considered an obstacle to the prevention of cultural contradictions. This study investigates the relationship of cultural intelligence with the perceived value of sustainable tourism in foreign tourists entering Yazd.
 

 The present study is descriptive- correlation concerning the purpose, and according to the data collection method. The study population consisted of all foreign tourists coming to Yazd in April and November 2018 that 260 people were selected as a sample (138 males and 122 females) using the non-probabilistic sampling method. Two questionnaires of cultural intelligence and the perceived value of sustainable tourism have been used to collect data. Cultural intelligence questionnaire consists of 11 items and cognitive, metacognitive, motivational, and behavioural subscales; and perceived value of sustainable tourism questionnaire consists of 19 items and performance, emotional, and epistemic subscales which both questionnaires are graded with a 5-point Likert scale from strongly disagree (1) to strongly agree (5). The total number of questionnaires distributed in this study was 270, of which 260 were usable after the questionnaires were collected and reviewed by the researchers. In order to measure reliability, a prototype consisted of 30 pre-test questionnaires, and then using the data obtained from the questionnaire, the reliability coefficient was calculated by Cronbach's alpha test, which for the variables (0.858) for cultural intelligence and (0.873) was obtained for the perceived value of sustainable tourism. These numbers indicate that the questionnaires are reliable and, in other words, have the necessary reliability.
 

The findings indicate that cognitive cultural intelligence on the perceived functional value of sustainable tourism (γ 11= 0.81, t= 6.19, p< 0.05); cognitive cultural intelligence on the perceived emotional value of sustainable tourism (γ 12= 0.95, t= 6.24, p< 0.05); and cognitive cultural intelligence on the perceived epistemic value of sustainable tourism (γ 13= 0.70, t= 6.39, p< 0.05) have a positive and significant effect. This finding means that cultural cognitive intelligence has a greater effect on perceived emotional value than perceived functional and epistemic value, and can affect their perceived value, which can affect the development of sustainable tourism. Metacognitive cultural intelligence on the perceived functional value of sustainable tourism (γ 11= 0.78, t= 6.35, p< 0.05); metacognitive cultural intelligence on the perceived emotional value of sustainable tourism (γ 12= 0.87, t= 6.12, p< 0.05); and cultural metacognitive intelligence on the perceived epistemic value of sustainable tourism (γ 13= 0.70, t= 6.39, p< 0.05), have a positive and significant effect. This finding means that metacognitive cultural intelligence has a greater effect on perceived emotional value than perceived functional and epistemic value. The metacognitive intelligence of tourists from the visited area can affect their perceived value, which can affect the development of sustainable tourism. Motivational cultural intelligence on the perceived functional value of sustainable tourism (γ 11= 0.89, t= 7.21, p< 0.05); motivational cultural intelligence on the perceived emotional value of sustainable tourism (γ 12= 0.81, t =5.85, p< 0.05); and motivational cultural intelligence on the perceived epistemic value of sustainable tourism (γ 13= 0.66, t= 6.90, p< 0.05) have a positive and significant effect. This finding means that motivational cultural intelligence has a greater effect on perceived emotional value than perceived functional and epistemic value and can affect their perceived value, which can affect the development of sustainable tourism. Behavioural cultural intelligence on the perceived functional value of sustainable tourism (γ 11= 0.95, t= 7.28, p< 0.05); behavioural cultural intelligence on the perceived emotional value of sustainable tourism (γ 12= 0.81, t= 6.02, p< 0.05); and behavioural cultural intelligence on the perceived epistemic value of sustainable tourism (γ 13= 0.71, t= 6/83, p< 0.05) have a positive and significant effect. This finding means that behavioural cultural intelligence has a greater effect on perceived emotional value than perceived functional and epistemic value and can affect their perceived value, which can affect the development of sustainable tourism. The results of the sub-findings also show that the highest level of cultural intelligence belongs to American tourists (M= 3.88), and the lowest level of cultural intelligence belongs to Asian tourists (M= 3.49).
 

 Findings showed that motivational and behavioural metacognitive intelligence directly and significantly affect the perceived value of cognitive and emotional function. Also, their effect on the emotional dimension of perceived value is greater than the functional and epistemological dimensions. The sub-findings of the study also showed that among the classification of tourists in the study sample (European, Asian, American, and Australian Oceanic), American tourists have the highest cultural intelligence and Asian tourists have the lowest level of cultural intelligence. What results from the study of the hypotheses is that familiarity with the culture, customs, taboos and political, and economic rules of the destination country. And even the origin of other tourists, has facilitated communication with other tourists and residents, and subsequently, the pleasure of interaction, socialization in a foreign culture and satisfaction with this, according to the results of the present study, is directly related to the emotional dimension of perceived value, which ultimately has a positive effect on tourism destination and finally, intercultural communication between the host community and tourists makes a satisfying trip for tourists. In general, the study of the effect of variables such as cultural intelligence in all its dimensions on the perceived value variable and increase the satisfaction of foreign tourists and confirmation of this direct and significant effect by statistical results, is a practical and new finding, which can be very effective in the development of peaceful and sustainable tourism in Iran with foreign countries and reduce the context of cultural conflicts.

Extended AbstractIntroductionTourism has positive economic, social, and cultural effects on human societies and is one of the most valuable sources of income in many countries. Travel planning is one of the most important issues that can be considered in order to have a good and desirable trip. Travel recommendation systems are examples of techniques used in the field of tourism that aim to match the characteristics of tourism resources or tourist attractions with the needs and priorities of tourists and provide the most appropriate tourism place. Voluntary geographic information (VGI) can play an important role in this regard. People in the community can monitor and share the geographic information of their environment as active, analytical, intelligent, responsible, environment-aware, circulate, distributed and interactive sensors.This study recommends a system that intelligently receives demographic information, users' interests and preferences, and according to the spatial information shared as a VGI by other tourists, recommends the most suitable tourist attractions to the visitors using the recommendation system based on Bayesian networks. Also, the tourism-oriented GIS system, using the TSP algorithm, provides the most optimal route to reach the tourist attractions on the map. MethodologyThe study area is the historical area of ​​Yazd with an approximate area of ​​3.5 square kilometers, which is located in the city center. Yazd city, with an area of ​​107.4 square kilometers, is the largest historical unit and administrative center of Yazd province, which in recent years has faced a very large population growth compared to other urban areas of Yazd province.In this research, the database of Yazd Municipality has been used to collect statistical information on tourism visits in 2015, the vector layer of the regional road network and the vector layers related to the location of tourist places, services and all related facilities. Also, in order to implement the tourism recommender system with a suitable user interface, software programs such as Arc GIS 10.5, PostgreSQL 9.6.1, Visual Studio 2013, NETICA 6.3, Notepad ++, and Geo-Server 2.13.2 have been exerted.Bayesian network is one of the methods of presenting knowledge by combining Bayesian theory with a graphical model and has many applications in problem-solving and cause and effect analysis. This method uses a posterior probability distribution to analyze various parameters and includes a set of nodes and directional edges that nodes represent variables and edges represent cause and effect relationships between variables.The Bayesian network designed in this study has been qualified and quantified based on demographic information (age, gender, income, occupation, level of education and type of travel of users), interests and preferences of tourists, and previous knowledge (information collected from related sources) in the NETICA software.VGI is an essential source of geographic information when data collected from other sources is impossible. The information system designed in this research has a system to enter the preferences and interests of tourists after visiting tourist attractions. In this system, the experience of others is considered more than the experience of new people.In addition to providing a list of tourist destinations tailored to users' preferences, a tourism recommender system also identifies the best route to access each tourist attraction. The routes suggested in this study start by moving from a tourist residence or hotel and return to the starting point after visiting the recommended places. For this reason, the TSP problem has been used for optimal routing in this system. Results and discussionThis article aims to develop a tourism recommender system to offer suitable tourist attractions to tourists. The system can predict tourist attractions tailored to new users' interests and access paths based on combining the demographic information of new users with data from previous ones who voluntarily share their views of tourist attractions by composing recommendation algorithms and VGI data in the form of a Web-GIS system.After introducing the tourist attractions, the user's movement route between the tourist attractions is done by specifying the starting point (Mehr Hotel). Also, in order to move the user, the suggested locations are extracted and the optimal route introduced by the system is displayed on the OSM map with the help of the network layer of the area roads. At any time, the user can view the nearest facilities on the map, such as coffee shops, restaurants, gas stations, hospitals, etc. ConclusionDetermining the appropriate tourist attractions according to the interests and preferences of tourists is one of the important measures in tourism planning. Tourists will be delighted with a trip when their needs, interests, preferences, demographics, and social conditions are considered in the travel planning. In this research, a GIS web-based tourism recommender system has been created using voluntary geographic information and tourist demographic information. The system uses Bayesian network modeling to analyze the preferences of tourists and can predict the behavior of visiting tourist attractions through conditional probabilities and display the impact of each parameter and factor in selecting the type of tourist attractions. One of the most important features of this system is the possibility of user interaction so that tourists can voluntarily share their opinions and suggestions about the visited attractions. So, the system will provide recommendations related to tourist attractions that are in accordance with the interests and preferences of new tourists.