نشریه گردشگری و توسعه
سال دهم شماره 4 (پیاپی 29، زمستان 1400)

TheCreative tourism is a new form of cultural tourism in which the tourist behaves like a citizen and enables them to leverage their creative potential within the community through active participation in local workshops and educational programs. Between indexing, one can evaluate a city's creative potential and potential for creating innovation based on that city's talent and culture, and map that city's future in the field, provided it is first based on the culture of that native city Made.The purpose of this study is to index creative tourism in Islamic cities of Iran. The dominant approach is based on a practical purpose and based on a Case description, based on a questionnaire. This article attempts to try to localize them in accordance with Iranian Islamic culture by examining the creative theories of the city and by looking creatively at their sub-indices. Then, a field method based on questionnaire compilation,Content Validity Ratio (CVR) and Content Validity Index (CVI) is used to evaluate and analyze the content of indicators affecting the creativity dimensions of tourism. Socio-cultural, physical-spatial, economic, political, infrastructure-welfare and technology-development were presented for measuring creative tourism in Isfahan. After analyzing the collected questionnaires, 48 ​​of them were omitted due to lack of content validity ratio and 66 sub-indices were confirmed in the form of 6 indices.

Urban tourism is a complex, multi-sectoral and dispersed activity, the product of which is the sale of tourists' experiences of the city's attractions, facilities and services. Paying attention to and organizing natural, human and visual factors influencing the beauty of the environment is the most effective way to increase the quality of the travel experience. Considering the undeniable necessity of mental image in attracting urban tourists and the role of this type of tourism in the economy, in this study, an attempt has been made to provide a qualitative model of factors affecting mental image with the aim of boosting urban tourism using semantic cognitive mapping method. For this purpose, after stating the subject, theoretical foundations and reviewing the research background, 30 interviews were conducted using the qualitative research design until the theoretical saturation was reached. The study population consists of urban tourists and tourism experts. Then, using the semantic cognitive mapping approach, a conceptual model was extracted and drawn from the dimensions and components of the mental image. The obtained semantic cognitive mapping has 6 main categories and 30 theoretical propositions that can help policymakers in policy making and better and deeper understanding of this concept.

Tourism market development is an undeniable necessity for all countries and all countries have made great efforts to develop its market. In Iran, despite its many tourism capabilities, its market share is very small compared to most tourist countries. Therefore, it is important and fundamental to pay attention to the development of its market and to present a marketing model.

This study was conducted with the aim of presenting a tourism marketing model in Tehran.

This research has been done with a mixed approach and mixed method. The method of analysis in this study is a combination of exploratory and analytical. The exploratory part is done with the foundation data theory and the quantitative part is done using structural equation modeling.

The results of the qualitative section were obtained based on three coding steps with more than 221 meaningful propositions, 193 corresponding concepts and 35 sub-categories, 12 main categories and one core category. The main categories obtained include; Institutional cooperation and alignment, deep understanding of marketing, tourism diplomacy, sharing global events, supporting the national economy, training efficient hosts, market research development, understanding market needs, introducing capabilities, overcoming existing constraints, national demand, infrastructure development that is abstract Most of these categories in the selective coding stage, a core category called "tourism marketing as a national demand and due to a deep understanding of marketing in the context of infrastructure development and the introduction of capabilities by intervening to understand market needs and by institutional cooperation and alignment strategies, awareness And the development of market research has led to the implications of global tourism diplomacy and support for the national economy, ”he said, which could cover all other categories. In the quantitative part, the results of structural equation modeling showed that the effect of all independent variables on the explanation of tourism marketing was significant.

Tourism market as an indigenous and efficient structure can be efficient and practical in the field of tourism management and the extracted research model has many applications for this industry.

Resilience to negative information can be viewed as extra-role behavior. Extra-role behaviors occur when consumers benefit a brand without thinking purely of their own self-interest. ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌Resilience to negative information is likely to reinforce purchase intentions. The main purpose of the present research is to present Analyzing on The Antecedents of Resilience to Negative information on the mediating role of customer–brand identification in the hotel industry. This research, in terms of purpose, is functional and based on data collection, which is a descriptive survey. The required data of this study were collected by a simple random sampling method from all guests of 5-star ‌‌‌‌hotels in Tabriz (Pars Hotel, Shahryar, and Kaya) and 267 people were collected. The questionnaire-based on the Likert spectrum was used in order to collect information and structural equation ‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌modeling was used to analyze the data. Findings showed that the Brand social benefits, Customer-to-customer similarity, and memorable brand experiences have a positive and significant effect on Customer-brand identification. In other words, Customer-brand identification has a positive and significant effect on the resilience of customers to negative information. Finally, gender moderates the effect of Customer-brand identification on resilience to negative information.

Tourism is one of the fastest growing and dynamic industries in the world. Destination branding is a means to obtain competitive advantages, highlighting and differentiating destinations and companies from their competitors. A strong and lasting image in the tourist mind of the tourism destination can lead to the creation of a tourism brand.The current research examines the factors influencing brand equity of Isfahan tourism from the perspective of domestic tourists by emphasizing the brand's image. The statistical population comprises the total number of domestic tourists in Isfahan in the period from August to November 2019. The data collection instrument is a questionnaire, the data analysis is carried out by using Amos 23 software; moreover, the method of factor analysis is confirmatory. The results of the study show that the factor loading of categories related to the whole brand equity of Isfahan tourism questionnaire are in a relatively favorable condition. In other words, the correlation of the total brand equity of Isfahan tourism with the factors related to this average variable is high. In addition, the coefficient between brand image and Isfahan brand equity shows that it has had the greatest impact on Isfahan brand equity. Moreover, the three components of brand awareness, perceived quality and brand loyalty are in the second rank since there are no significant differences between them. Isfahan brand image is the main factor in the Brand equity of Isfahan tourism brand. Isfahan historical landscape is the highest evaluated item in Isfahan brand image.

Iran’s short-term tourism education program, offered by Iran tourism authority, is the major program to develop industry professional human resources. This research aims to identify the challenges and shortcomings of his program from a stakeholder perspective. To carry out this research, an interview is conducted with 35 persons representing different stakeholder groups. The interviewees were selected using judgmental and snowballing sampling methods. The transcribed data were analyzed through thematic analysis. Based on the analysis, 105 initial codes were revealed and then classified under 24 basic themes. The basic themes, in turn, were grouped under seven organizing themes: structural problems, poor management, screening challenges, content shortcomings, assessment flaws, educational failures, and evaluation and monitoring deficiencies. The findings help researchers, policy-makers and planners to have deeper understanding of the current short-term tourism education program. It also helps solving problems and challenges and paves the way for holistic, integrated and balanced development of tourism industry, economic growth and sustainable employment.

The existence of historical and cultural potentials and the existence of pristine ecotourism areas in rural areas provide a very favorable ground for the development of tourism in these areas. In Iran, due to the existence of large rural areas with numerous natural and historical-cultural attractions, tourism can be used as a solution for the development and revitalization of these areas. One of these areas has potential in the field of rural tourism and ecotourism, Kojoor area in Mazandaran province. The present study intends to provide appropriate planning for the development of rural tourism based on sustainable ecotourism by examining and recognizing the existing economic, social, environmental and physical fields as well as the current situation of tourism in this area. The statistical population in this study included villagers, tourists, officials and specialists and the method of data collection was both library and field. In this study, using the SWOT model, a list of strengths, weaknesses, opportunities and threats was identified. Then, in order to eliminate or reduce weaknesses and threats, and strengthen and improve strengths and opportunities, based on the strategic planning process, vision statement and goals were determined, and then appropriate strategies and policies were developed to achieve the set goals. Finally, action plans at both macro and micro levels for the development of rural tourism in the Kojoor area based on sustainable ecotourism have been proposed. Findings show that Kojoor area has a special potential for the development of rural tourism and ecotourism and with proper planning can be recognized as a model tourism area in the future. To achieve this goal, it is necessary to use the participation of the local community, the support of officials and organizations related to rural tourism in the area, improve environmental and physical facilities, as well as private sector investment.

Today, the strategic focus of firms has shifted from the individual performance to the development of a business ecosystem-based strategy. A business ecosystem consists of interdependent systems that are connected by bases from different members of an ecosystem, such as customers, suppliers, partners, and other stakeholders. In other words, the entry and exit of each member affects the performance of other members. Among members of business ecosystems, this study focuses on customers and the impact of customer participation in creating economic and social value in the business ecosystem. One of growing industries in developing countries of the service economy is tourism industry, and its development has numerous economic, social and cultural benefits. Today, this area has currently proved to be of great importance to the economic, social and cultural developments in Iran, and there is a important role in the continuation of tourism and the future of this industry by the tourists. For this purpose, the role of all customers of tourism offices in the west of the country, as a statistical community in creating value in the business ecosystem was examined. This research is simultaneously descriptive research,. In this research our data was collected through a questionnaire. The results show that customer participation has significant positive impact on in creating economic and social value in the business ecosystem. Motivation and sociological factors are also known to be two influential drivers in customer engagement. Also, sub-variables such as gender, client province and the number of visits to travel agencies in a period of a year had the moderating effect on some of the main research relationships

The purpose of this research is to create an organizational innovation based on human resource agency in the hotel industry to ensure continuity of hotel competitiveness. The agency approach focuses on the freedom of activists and their interaction within the action framework. The research method type is a developmental-applied and descriptive - survey. Data collection was carried out by a questionnaire with 42 questions and a random sample of 260 individuals that was selected among managers and staff of 5 star hotels in Tehran. Data analysis was performed using the structural equation modeling technique - in two parts of the measurement model - to examine the technical characteristics of the questionnaire and the structural part, to investigate the research hypotheses. Findings of the research indicate the positive and significant effect action framework on creating innovation in forms of manufacturing, process and administrative innovation. Based on the results of the research, the factors of the action framework Contains of subjective well-being, giving positive freedom, knowledge sharing, transformational leadership, Organizational equality and Psychological Contracts influenced On the innovation of Workplace of Iranian Hotels.

E-tourism is one of the most widely used items in tourism development. Qtourism is a technology related to the use of QRcodes in tourism activities. In this technology, the necessary information about the tourism attractions are stored inside QRcodes and used by smart technologies for tourists. In recent years, the use of technology has become popular in important tourist destinations of the country and the Sheikh Safi International Historical Complex in Ardabil has launched a project of tourism within the complex. An important issue is the extent of impacts on tourism development. Explaining these impacts in the context of a model can provide a favorable perspective on the range of effects and consequences of tourism. Accordingly, the main purpose of this study is to develop and present a model to explain the function and effects of Qtourism on sustainable tourism development. For this purpose, the tourists' satisfaction with the set of features and different parts of the tourism project and its impact from 224 tourists to the Sheikh Safi complex through statistical tests, and then the analytical model of Q Based on the views of 15 experts in the field of tourism, thought patterns, identification and analysis, and with a qualitative analysis, proposed model was presented. The proposed model includes eight main components of tourism integration, combination of virtual and real tourism, culturalization of tourism, diversification of tourism performance, influence of tourism in tourism system, comparative evaluation of tourism, combination with other technologies and its adaptation to the tourism extent.

The main purpose of this study is to explain the organizational components of sustainable agri-tourism promotion and design a model for promoting this type of tourism in the Caspian Sea Coastal Provinces. The statistical population of this study was all experts of Organization of Jihad-e-Agriculture of Guilan, Mazandaran and Golestan Provinces (N = 288). A questionnaire was used to collect the data. Structural equation modeling using LISREL 8.5 and SPSS software were used to data analysis. The results of this study confirm the positive and significant relationship between the components related to inner and outer of the organization extracted from the theoretical foundations of research with the development of agri-tourism as one of the multifunctional agricultural instances. The adoption of an entrepreneurial approach to create new values for agricultural stakeholders, changing organizational strategy from monofunctional to multifunctional agriculture, strengthening organizational links with all institutions involved in the process of developing a variety of non-commodity outputs, and designing policies encouraging innovative approaches at the local level, in small and micro-scale farms, are important requirements for moving towards implementing multi-functional agriculture as a new approach of sustainable rural development.

Cultural and heritage tourism is a tool of economic development that leads to economic growth by attracting tourists. Attention and application of values protects cultural heritage and stimulates the revival of local patterns. Sistan and Baluchestan province has areas with cultural and heritage attractions that can attract many tourists annually. However, no measures have been taken for this industry to identify tourism capacities and provide equipment. This has led to a lack of tourist attraction and neglect of the attractive elements of tourism in this province. The purpose of this study is to rank the cities of Sistan and Baluchestan province based on the capacity of cultural and heritage tourism, in order to develop development strategies to attract tourists. The present study is based on applied purpose and descriptive-analytical nature.  First, by reviewing previous researches, the required indicators are collected and then the weight of the indicators is determined based on the opinions of experts and using the best-worst index method in Lingo software. Finally, using the Aras technique, the cities of the province are ranked based on the indicators of cultural and heritage tourism capacity. The results show that based on the total and relative utility scores, Zahedan (0.804), Chabahar (0.486), Zabol (0.379), Iranshahr (0.354) and Saravan (0.304) are ranked 1 to 5. In addition, solutions to promote cultural and heritage tourism in the cities of this province were also presented.