نشریه گردشگری فرهنگ
پیاپی 8 (بهار 1401)

Due to international sanctions and the Corona epidemic, tourism-related jobs in the metropolis of Mashhad have been more affected by other factors than other industries. The objective of the research: Leading research tries to investigate the factors affecting the exploitation of entrepreneurial opportunities in health tourism in Mashhad; In addition to the current situation, it can provide solutions in the future to improve this industry.

This research has been used to collect and analyze the findings using a combination of quantitative and qualitative methods and has been organized based on the combined sampling method. The data collection tool was interviews with 204 entrepreneurs in the field of health tourism, which was done using a semi-structured interview method. Since the data approach of the foundation was the basis of analysis, the effective factors identified in the form of 6 categories, 12 components, 16 indicators, and 66 identification codes, and the degree of the agreement was measured using the Thomas Cohen test. After confirming the findings, the researcher-made questionnaire was prepared and again provided to experts and entrepreneurs. After distributing and collecting the questionnaires, the data were entered in SPSS software and analyzed using Friedman quantitative prioritization test. The output showed that the most important priorities affecting the entrepreneurial field of health tourism in the city of Mashhad include the four main indicators of promoting entrepreneurship culture, public transportation management, education, and population. Finally, suggestions have been made to improve the health tourism situation of Mashhad from an entrepreneurial perspective.

Tourism is one of the most dynamic economic activities of the current era, which plays an important role in sustainable local development. This industry, on the one hand, provides leisure time, and on the other hand, leads to the development and growth of less developed areas and the spread of culture and religion in different regions. Cultural tourism, as one of the types of tourism, plays a significant role in the dissemination of the indigenous and national cultures of different lands and cultures. One of the cultural attractions in the world is the traditional clothing of different nations, which reflects the national and cultural identity, rituals, and customs, and shows the ways they can be distinguished from those in other nations of the world. This article aims to examine the position of traditional clothing, which is one of the most important factors affecting the tourism industry. For this purpose, it analyzes the traditional clothing of Iranian ethnic groups and scrutinizes its cultural and artistic impact on attracting tourists. The present study seeks to answer the question of how the traditional clothing of Iranian ethnic groups can contribute to the development of cultural tourism in Iran? This research is applied and uses the descriptive-analytical-survey method. The data collection methods included library and field research. Data from the field was collected through interviews with 40 researchers and experts in the field of tourism. The validity and reliability of the study were established through Cronbach’s test and snowball sampling. The research hypothesis was based on the positive effect of traditional Iranian clothing in various dimensions and methods on cultural tourism. Analysis of the opinions of experts and researchers shows that the traditional clothing of Iranian ethnic groups is an important element in defining cultural identity in five sections: cultural relations, international tourism cooperation, introduction and supply of traditional clothing, advertising and dissemination of indigenous culture, can be identified and expanded as one of the most effective cultural attractions in the cultural tourism industry in Iran.

Mashhad is characterized as a “pilgrimage” city since it daily receives pilgrims from different cultures, all of whom intend to travel to Mashhad to attend the holy place of the Razavi shrine. Therefore, the concept of “pilgrimage” is the most central concept that comes to mind when the name of Mashhad is heard. The importance of the concept of pilgrimage in Khorasan goes back to the historical background of the presence and martyrdom of Imam Reza (AS). On the other hand, the concept of tourism has been introduced as a new phenomenon in today’s world. In recent decades, with the emergence and prosperity of the modern concept of tourism, one of the controversial issues in the city of Mashhad has always been the relationship between pilgrimage and tourism, their contradictions, or compatibility. This issue is so important that sometimes it even causes a serious dispute over the naming of city signs and symbols as a pilgrim’s guide or a traveler’s guide. Proponents of tourism cite several reasons, including high economic return. However, the proponents of pilgrimage raise the issue of identity concerns. This study attempts to examine the relationship between pilgrimage and tourism using a holistic approach. For this purpose, first, a brief review of the basics of the concepts of pilgrimage and tourism was presented, and then travelogues were analyzed as historical sources, to achieve a comprehensive narrative of events and discover the relationship between pilgrimage and tourism. The result shows that the concept of pilgrimage and tourism in Mashhad are not two competing concepts, rather based on analytical findings from travelogues of Mashhad, Pilgrimage is always the main function and the side activities are in line with it. Thus, these two concepts not only do not contradict each other, but if we understand their relationship correctly and apply this understanding in establishing the relationship between the elements of the city landscape, they will be complementary to each other.

Iranian clothing is a valuable historical legacy of the culture of people whose country per se reflects the rich Iranian culture. Even though clothing has been regarded as one of the attractions and components of tourism, it may still be viewed beyond its touristic function. Such a view considers clothing as a culture. The historical legacy of Iranian clothing is an in-depth study of culture, rather than an emphasis on cultural components. It provides a look at the culture from the inside and is a journey throughout the culture. Iranian clothing culture depicts the Iranian people’s behavior, customs and rituals, style of thinking, and way of life throughout history. The culture of Iranian clothing, as well as all of its noticeable features seen by a viewer, includes emotions that can be transmitted to others and engage Iranian feelings. At the heart of Iranian clothing lie values, norms, beliefs, and convictions that shape the culture of Iran. This study adopts a qualitative research method to scrutinize the historical legacy of Iranian clothing from ancient times to the Pahlavi era using documentary analysis. The purpose of this study is to examine the cultural course of Iranian clothing. The results indicate that Iranian clothing as a lasting legacy has a transcendental nature, expressing material and spiritual values such as dignity, cleanliness, beauty, aesthetic components, chromatography, adherence, and harmony with nature, humanity, thinking, balance, flexibility, and human excellence; this is like a journey into the cultural beliefs that lie in the depths of Iranian clothing.

Tourism is one of the most dynamic economic activities of the current era, which plays an important role in sustainable local development. This industry, on the one hand, provides leisure time, and on the other hand, leads to the development and growth of less developed areas and the spread of culture and religion in different regions. Cultural tourism, as one of the types of tourism, plays a significant role in the dissemination of the indigenous and national cultures of different lands and cultures. One of the cultural attractions in the world is the traditional clothing of different nations, which reflects the national and cultural identity, rituals, and customs, and shows the ways they can be distinguished from those in other nations of the world. This article aims to examine the position of traditional clothing, which is one of the most important factors affecting the tourism industry. For this purpose, it analyzes the traditional clothing of Iranian ethnic groups and scrutinizes its cultural and artistic impact on attracting tourists. The present study seeks to answer the question of how the traditional clothing of Iranian ethnic groups can contribute to the development of cultural tourism in Iran? This research is applied and uses the descriptive-analytical-survey method. The data collection methods included library and field research. Data from the field was collected through interviews with 40 researchers and experts in the field of tourism. The validity and reliability of the study were established through Cronbach’s test and snowball sampling. The research hypothesis was based on the positive effect of traditional Iranian clothing in various dimensions and methods on cultural tourism. Analysis of the opinions of experts and researchers shows that the traditional clothing of Iranian ethnic groups is an important element in defining cultural identity in five sections: cultural relations, international tourism cooperation, introduction and supply of traditional clothing, advertising and dissemination of indigenous culture, can be identified and expanded as one of the most effective cultural attractions in the cultural tourism industry in Iran.

The tourism industry is one of the largest service industries in the world, which is called ‘invisible exports’. Its economic, social, cultural, and even political effects are evident in different regions. Religious tourism is one of the most common types of tourism and is one of the most important motivations for tourists. As a social phenomenon, religious tourism arises from the interaction between tourists and local communities. These interactions play a decisive role in the local communities’ cultural and social dimensions. Religious tourism is a means of connecting people with different religions and cultures. The present study was an attempt to investigate the position of tourist attractions and their effects on the cultural and social dimensions of the region. This study used an analytical-descriptive approach and questionnaire. The sample size was 100 and comprised of the region’s residents, tourists, experts, and city managers, who were selected through a random sampling technique. The data was gathered through questionnaires and analyzed using SPSS software. The results showed a significant relationship between religious tourism attractions and their effects on social and cultural dimensions.