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گردشگری شهری - سال نهم شماره 1 (بهار 1401)

نشریه گردشگری شهری
سال نهم شماره 1 (بهار 1401)

  • تاریخ انتشار: 1401/04/01
  • تعداد عناوین: 10
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  • علی رحیمی، محمدرضا رضایی* صفحات 1-16

    صلابت برند یک مقصد گردشگری و نیز اقامتگاه های بوم گردی در گرو ارزش ویژه برند تقویت و تضعیف می گرد. نظر به تاثیر قابل توجهی که ارزش ویژه برند یک اقامتگاه بر توسعه آن دارد، این تحقیق با هدف بررسی ارتباط ساختاری رضایت گردشگران اقامتگاه بوم گردی آتشونی با ارزش ویژه برند این اقامتگاه انجام می شود. تحقیق پیش رو به لحاظ هدف کاربردی و از حیث روش توصیفی تحلیلی است؛ گردآوری اطلاعات به صورت کتابخانه ای و میدانی و مبتنی بر ابزار پرسشنامه صورت گرفته و داده های گردآوری شده در نرم افزار SPSS25 و AMOS24 تحلیل شدند. طبق یافته های این تحقیق، تاثیر برآورده شدن نیازهای عملکردی و اساسی گردشگران اقامتگاه بوم گردی آتشونی بر آگاهی برند این اقامتگاه رد و تاثیر برآورده شدن نیازهای عملکردی بر وفاداری، کیفیت ادراک شده و وفاداری به برند اقامتگاه، تاثیر بر آورده شدن نیازهای اساسی بر وفاداری، کیفیت ادراک شده و تصویر برند اقامتگاه و تاثیر برآورده شدن نیازهای انگیزشی بر وفاداری، آگاهی، کیفیت ادراک شده و تصویر برند اقامتگاه بوم گردی آتشونی تایید می شود. نتایج نشان داد قوی ترین رابطه شناخته شده در مدل تحقیق مربوط به تاثیر نیازهای عملکردی، اساسی و هیجانی بر وفاداری گردشگران اقامتگاه بوم گردی آتشونی به ترتیب با بار عاملی 0.91، 88 و 84 است؛ ارقام یاد شده از رابطه بسیار قوی حکایت داشته و نشان می دهد مدیران این اقامتگاه می بایست تامین نیاز های عملکردی، اساسی و هیجانی گردشگران را در اولویت قرار دهند؛ در نهایت متناسب با یافته های پژوهش، پیشنهاداتی جهت ارتقاء عملکرد اقامتگاه مورد مطالعه ارایه شد.

    کلیدواژگان: اقامتگاه بوم گردی، رضایتمندی، ارزش ویژه برند، مدل کانو، Amos
  • فیروزه رضایی سرخایی، حمیدرضا سایبانی*، مهدی سوادی صفحات 17-31

    صنعت گردشگری به عنوان یکی از مهم ترین پدیده های هزاره سوم، طی نیم قرن گذشته با رشد تصاعد گونه خود تاثیر بسزایی در رشد و پویایی اقتصادی و تبادلات فرهنگی کشورها داشته است این پژوهش در راستای شناخت عوامل موثر برمدیریت مقصد گردشگری ورزشی در سواحل استان هرمزگان انجام شد. فاکتورهای اثرگذار بر توسعه ی گردشگری ورزش های ساحلی از طریق مصاحبه با کارشناسان تهیه و پرسش نامه ای بر اساس 6 معیار و 60 زیرمعیار تدوین گردید. جامعه تحقیق شامل گردشگرانی بود که در ورزش های ساحلی فعالیت داشتند. پرسشنامه ها برمبنای جدول مورگان بین 387 گردشگر توزیع شد. پایایی پرسش نامه با آزمون آلفای کرونباخ و روایی آن با تحلیل عاملی تاییدی انجام شد. نرمال بودن داده ها با آزمون کولموگروف- اسمیرنوف و همبستگی آ ن ها با ضریب همبستگی بررسی شد. سپس برای رتبه بندی اثر معیارها و زیرمعیارهای اصلی از آزمون فریدمن استفاده شد. ضریب همبستگی گویای وجود ارتباط معنی دار در سطح 99% بین معیارهای اصلی پژوهش بود. آزمون فریدمن نشان داد که معیارهای 1) اقتصادی- بازاریابی، 2) تاسیسات زیربنایی، 3) روابط عمومی و تبلیغات، 4) اجتماعی- فرهنگی، 5) سیاسی- امنیتی و 6) مدیریتی به ترتیب بیش ترین اهمیت را در توسعه ی گردشگری ورزش های ساحلی در استان هرمزگان دارد. بدین ترتیب، تشویق و حمایت از سرمایه گذاران خصوصی، ایجاد ساختارهای زیربنایی و به سازی خدمات کیفی و بازاریابی ورزش های ساحلی نقش اصلی را در دستیابی به توسعه ی اقتصادی- ورزشی سواحل هرمزگان دارد.

    کلیدواژگان: مدیریت مقصد گردشگری، ورزش های ساحلی، استان هرمزگان، گردشگران ورزشی
  • نرگس موسوی، فیروزه حاجی علی اکبری*، هما درودی صفحات 33-47

    در صورت عدم برنامه ریزی و مدیریت مناسب، توسعه گردشگری می تواند تاثیرات منفی عمده ای بر توسعه اقتصادی، محیط فیزیکی و ساختار فرهنگی اجتماعی جامعه برجای بگذارد. بر این اساس دستیابی به توسعه گردشگری بوم گردی موفق و پایدار به گونه ای که بتواند به اهداف خود دست یافته و تاثیرات و پیامدهای کمتری برای مقاصد ایجاد نماید نیازمند شناخت ساختارهای و عوامل تشکیل دهنده جوامع میزبان بخصوص عوامل فرهنگی و اجتماعی تاثیرگذار می باشد. در این تحقیق تلاش شد نقش عوامل اجتماعی و فرهنگی در توسعه گردشگری بوم گردی زنجان مورد بررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق شامل اساتید دانشگاه، کارمندان سازمان میراث فرهنگی، خبرگان حوزه گردشگری و... مشتمل بر 396 نفر بود که حجم نمونه با استفاده از فرمول کوکران 213 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تاییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه شده است. تجزیه وتحلیل داده ها با استفاده از نرم افزارهای SPSSو AMOS با روش آمار توصیفی و مدل سازی معادلات ساختاری انجام شد. یافته ها نشان داد که عوامل فرهنگی با میزان ضریب مسیر 48/0 بر توسعه گردشگری بوم گردی تاثیر مثبت و معناداری دارد به گونه ای که این عامل قادر است که 23 درصد از واریانس متغیر وابسته را تببین نماید. همچنین نتایج پژوهش نشان داد که عوامل اجتماعی با میزان ضریب مسیر 38/0 بر توسعه بوم گردی زنجان تاثیر مثبت و معناداری دارد به گونه ای که این عامل قادر است که 4/14 درصد از واریانس متغیر وابسته را پیش بینی نماید.

    کلیدواژگان: عوامل اجتماعی، عوامل فرهنگی، توسعه گردشگری بوم گردی، شهرستان زنجان
  • لقمان فرشاد، علیرضا دربان آستانه*، احمد پوراحمد صفحات 49-65

    برندسازی مقصد یکی از اجزای ضروری در برنامه ریزی گردشگری و از ابزارهای مهم توسعه جوامع می باشد. هسته اصلی برند مقصد، داشتن یک تصویر ذهنی برند که عاملی حیاتی در فرایند ادراک تصمیم گیری گردشگران در بین مقاصد گردشگری قابل توضیح می نماید. هدف تحقیق حاضر تحلیلی بر نقش تصویر ذهنی از برند مقصد در توسعه گردشگری شهرستان مریوان می باشد. روش تحقیق توصیفی - تحلیلی با استفاده از ابزار پرسشنامه می باشد. جامعه آماری تمامی گردشگران و بازدید کنندگانی هستند، که از مراکز طبیعی، تاریخی و فرهنگی گردشگری شهرستان مریوان در سال 1400 سفر کرده اند تکمیل پرسشنامه، صورت گرفته است. جهت تعیین حجم نمونه به کمک فرمول کوکران تعداد نمونه ها 384 نفر تعیین گردید. این تعداد به روش نمونه گیری تصادفی طبقه ای انتخاب شده اند. روایی پرسشنامه از طریق نظرات متخصصین در زمینه گردشگری و همچنین روایی همگرایی و واگرایی و پایایی ابزار نیز با استفاده از آزمون آلفای کرونباخ تایید شد. برای پردازش داده ها نیز از نرم افزار آماری SPSS26 و جهت برازش مدل اندازه گیری از مدل معادلات ساختاری SmartPLS3 استفاده گردید. نتایج حاصل از مدل نشان داد که ابعاد تصویر ذهنی برند توانسته اند (%72) از تغییرات توسعه گردشگری را تبین نمایند. از بین ابعاد تصویر ذهنی برند بیشترین تاثیر مشاهده شده به ترتیب مربوط به تصویر شناختی (آگاهی) و تصویر کنشی (وفاداری) و پس از آن تصویر منحصر به فرد و تصویر ذاتی و در نهایت تصویر احساسی بیشترین تاثیر را بر توسعه گردشگری شهرستان مریوان داشته اند.

    کلیدواژگان: برند مقصد، تصویر ذهنی برند، توسعه گردشگری، شهرستان مریوان
  • علی پورنگ، معصومه عربشاهی، امید بهبودی*، مریم خیرخواه صفحات 67-85

    گردشگری شهری عاملی بسیار مهم در توسعه شهرها محسوب می‏شود که توسعه و مدیریت خردمندانه آن، نیازمند برنامه‏ریزی مبتنی بر خواسته‏های گردشگران می‏باشد. گردشگران نیز در پی کسب تجربه‏های عمیق، تعامل بیشتر با مردم محلی و کسب اطلاعات بیشتر در مورد مهارت‏های محلی، سنت‏ها و کیفیت‏های منحصربه‏فرد مکان‏های مورد بازدید که گردشگری آرام را می‏سازند هستند. هدف از پژوهش حاضر بررسی عوامل موثر بر توسعه گردشگری آرام در میان گردشگران شهری بازدیدکننده از شهر مشهد می باشد. این پژوهش از حیث هدف، کاربردی و از حیث ماهیت، توصیفی پیمایشی است. جامعه آماری پژوهش حاضر، گردشگران شهر مشهد در بازه زمانی مشخص می‏باشند، که با توجه به نامشخص بودن تعداد جامعه، با استفاده از جدول مورگان و شیوه نمونه‏گیری خوشه‏ای دومرحله‏ای، تعداد نمونه آماری برای جامعه نامحدود یعنی 384 نفر انتخاب شده است. داده‏های موردنیاز با استفاده از پرسشنامه استاندارد گردآوری شده و جهت سنجش روایی ابزار از روایی صوری و روایی همگرا و جهت سنجش پایایی ابزار، از روش آلفای کرونباخ استفاده شد که مقدار آن 946/0 برآورد شده است. جهت تجزیه و تحلیل داده‏های پژوهش از مدل یابی معادلات ساختاری با استفاده از نرم افزار لیزرل استفاده شد. نتایج حاصل حاکی از آن است که متغیرهای تیوری هدف‏محور بر تمایل گردشگران تاثیر مثبت معناداری دارند و ویژگی‏های گردشگری آرام بر تمایل گردشگران تاثیر مثبت و معناداری دارند و همچنین در آخر تمایل گردشگران بر قصد رفتاری آنها تاثیر مثبت و معناداری دارد که با توجه به نتایج بدست آمده این فرضیه بیشترین تاثیر را نشان داد.

    کلیدواژگان: گردشگری آرام، نظریه رفتاری هدف‏محور، تمایل گردشگران، قصد رفتاری، مشهد
  • محمدنادر محمدی، حسین وظیفه دوست*، کامبیز حیدرزاده صفحات 87-101

    انتقال دانش پزشکی مناطق دنیا با یکدیگر و لزوم آشنایی با طب پزشکی سایر کشورها، باعث به وجود آمدن شاخه ای از صنعت گردشگری به عنوان گردشگری پزشکی شده است که امروزه یک صنعت جهانی با دامنه وسیعی از ذی نفعان می باشد و درحال حاضر به یکی از مهمترین عرصه های گردشگری و تجارت جهانی تبدیل شده است. با توجه به اهمیت موضوع هدف از انجام پژوهش حاضر، شناسایی مولفه های تاثیرگذار بر توسعه گردشگری پزشکی در استان کرمانشاه بود، که به لحاظ هدف بنیادی و از لحاظ انجام پژوهش جزء پژوهش های کیفی و از جنبه راهبردی جزء پژوهش های نظریه داده بنیاد بوده، برای کشف داده ها از مصاحبه عمیق نیمه ساختاریافته استفاده شده است. جامعه آماری این تحقیق شامل مدیران ارشد دانشگاه علوم پزشکی و روسای بیمارستان های سطح استان کرمانشاه و خبرگان حوزه گردشگری درمانی است که با توجه به روش نمونه گیری نظری (گلوله برفی)، نمونه گیری از 23 نفر انجام گرفت. سپس با استفاده از کدگذاری محتوا، مصاحبه ها بر اساس کدگذاری باز، محوری و انتخابی، کدگذاری شدند. نتایج بدست آمده حاکی از آن است که بر اساس این مدل، 5 مقوله اصلی و 18 مقوله فرعی برای توسعه گردشگری پزشکی در استان کرمانشاه با تمرکز بر گردشگران درمانی عراقی شناخته شدند و برمبنای مدل ترسیمی بسترسازی که حاصل از راهبردهای خصوصی و سرمایه گذاری و منابع اولیه و بازاریابی است بر تدوین اصول جذب و توسعه گردشگری پزشکی تاثیرگذار هستند. استفاده موثر از تکنولوژی و دسترسی به منابع اطلاعاتی و شناخت شرایط محیطی به عنوان مقوله زمینه ای مورد توجه قرار گرفتند که این مقوله همراه با مقوله تدوین اصول جذب و توسعه گردشگری بر اجرای سیاست ها و راهبردهای توسعه گردشگری اثرگذار می باشد و در نهایت مجموع این مقوله موجب کارآمدی منابع انسانی و توسعه تکنولوزی و تقویت صنایع مرتبط و رشد سرمایه گذاری تحت عنوان مقوله پیامدها شکل خواهد گرفت.

    کلیدواژگان: گردشگری پزشکی، بسترسازی، داده بنیاد، استان کرمانشاه
  • فاطمه عزیزی، فاطمه شکاری* صفحات 103-117

    هدف از این مطالعه بررسی تاثیر ویژگی‏ های جمعیت‏شناختی گردشگران داخلی ایران بر نیت سفر آنان در دوران پاندمی کوید-19 و متغیرهای اثرگذار بر آن (ریسک ادراک شده، نگرش به اجتناب از ریسک و فراوانی سفر گذشته) بوده است. هم‏چنین، اهداف سفر گردشگران بر اساس ویژگی‏های جمعیت شناختی آنان مقایسه شده است. نمونه‏ گیری با استفاده از روش نمونه ‏گیری در دسترس احتمالی انجام شده است. داده ها از شهریور تا مهر 1399 و با استفاده از پرسشنامه محقق ساخته آنلاین گردآوری شده است. حجم نمونه 383 نفر بوده است. پایایی پرسشنامه بر اساس مقادیر آلفا کرونباخ تایید شده است. به دلیل استخراج گویه‏های پرسشنامه از ادبیات، روایی محتوا تایید شده است. داده ها با استفاده از روش های آمار توصیفی، آزمون t- test، ANOVA و تحلیل رگرسیون تجزیه و تحلیل شده است. یافته ‏ها وجود تفاوت‏های مرتبط با جنسیت در نیت سفر، نگرش نسبت به اجتناب از ریسک، ریسک ادراک شده و فراوانی رفتار گذشته را تایید کرد. گروه‏های سنی از لحاظ نیت سفر و ریسک ادراک شده تفاوت معناداری نداشتند، اما از نظر نگرش به اجتناب از ریسک و فراوانی سفر گذشته تفاوت معناداری نشان دادند. نیت سفر و نگرش به اجتناب از ریسک از نظر میزان درآمد با یکدیگر تفاوت داشتند. فراوانی سفر گذشته، نگرش به اجتناب از ریسک و ریسک ادراک شده از نظر مراحل زندگی خانوادگی با یکدیگر تفاوت داشتند. تنها متغیری که با توجه به میزان تحصیلات تفاوت داشت، نیت سفر بود. نتایج نشان داد که به ترتیب 5%، 6%، %11 و 5% از تغییرات در نیت سفر، ریسک ادراک شده، نگرش به اجتناب از ریسک و فراوانی سفر گذشته را می‏توان با توجه به متغیرهای جمعیت‏شناختی توضیح داد. نتایج حاکی از وجود تفاوت‏های معنادار در اهداف سفر بر اساس ویژگی‏های جمعیت‏شناختی بود. این یافته‏ها به افزایش آگاهی سازمان‏های بازاریایی مقصد در مورد رفتارهای گردشگران داخلی در دوران پاندمی کوید-19 کمک می‏کند.

    کلیدواژگان: نیت سفر، ریسک، گردشگری داخلی، کوید-19، ایران
  • میرمسعود موسوی، سید محمود شبگو منصف*، ابراهیم چیرانی، کامبیز شاهرودی صفحات 119-134

    پژوهش حاضر با هدف طراحی مدل بخش بندی بازار هدف برای گردشگران خارجی، به صورت کیفی و با بهره گیری از نظریه داده بنیاد و بر اساس گام های پیشنهادی گلیزر و استراوس به اجرا در آمده است. جامعه آماری شامل کلیه مدیران ارشد سازمان میراث فرهنگی،گردشگری و صنایع دستی استان گیلان و نیز خبرگان رشته های مدیریت بازرگانی و گردشگری و مدیران ارشد سازمان های شهرداری، استانداری و فرمانداری است که در این میان 15 نفر از آنان با در نظر گرفتن شروط دارا بودن حداقل مدرک کارشناسی ارشد و سابقه کار حداقل 15 سال در صنعت گردشگری و به روش گلوله برفی به عنوان روشی هدفمند در قالب نمونه آماری جهت مصاحبه از طریق پرسشنامه نیمه ساختاریافته بهره گرفته شده و به کفایت نظری رسیده است. به منظور تجزیه و تحلیل مصاحبه ها از نرم افزار مکس کیو دی ای و سه مرحله کدگذاری باز، کدگذاری انتخابی و کدگذاری محوری استفاده شده است. یافته های تحقیق منجر به ارایه مدلی شده است که جاذبه های تاریخی مقصد، جاذبه های فرهنگی مقصد، جاذبه های تفریحی مقصد، جاذبه های تجاری مقصد، جاذبه های تحصیلی مقصد، جاذبه های درآمدی مقصد در دسته شرایط علی قرار داد. عوامل خدماتی (امکانات مقصد)، عوامل (ظرفیت های) بهداشتی، عوامل حمایتی و پشتیبان شرایط زمینه حاکم است و عوامل انگیزشی/ عوامل ادراکی/ عوامل شناختی/ عوامل رقابتی / عوامل اقتصادی/ عوامل مالی/ عوامل سیاسی (دولتی) نقش تعدیل کننده را ایفا می کند. توسعه فرهنگی و اقتصادی گیلان از پیامدهای بازاریابی قابلیتهای فرهنگی-تاریخی،گردشگری گیلان می باشد.

    کلیدواژگان: بازاریابی، بازار هدف، گردشگران خارجی، استان گیلان
  • علی اصغر شالبافیان* صفحات 135-148

    امروزه با ارزش ترین ابزار بازاریابی مورد استفاده توسط کسب و کارهای گردشگری جهت کسب مزیت رقابتی، تجربه است. اقامتگاه-های بوم گردی نیز از جمله بخش های صنعت گردشگری هستند که می توانند با ارایه تجربه های غنی و به یادماندنی به گردشگران، به منافع زیادی دست پیدا کنند. هدف از پژوهش حاضر، شناسایی محرک ها و موانعی است که در مسیر تحقق این تجارب در اقامتگاه های بوم گردی استان سمنان، وجود دارد. برای رسیدن به این هدف، با 17 نفر از صاحبان اقامتگاه های بوم گردی استان سمنان مصاحبه شد. تحلیل داده ها با استفاده از تکنیک تحلیل مضمون صورت پذیرفت. از دیدگاه صاحبان اقامتگاه های بوم گردی، از یک سو محرک ها (مانند عوامل مدیریتی-نهادی، عوامل تکنولوژیکی و عوامل اجتماعی-فرهنگی) و از سوی دیگر موانعی (مانند موانع اجتماعی-فرهنگی، زیست محیطی، آموزشی، اقتصادی، زیرساختی، نهادی-سازمانی و ضعف در بازاریابی) برای توسعه گردشگری تجربه محور وجود دارد. توجه هرچه بیشتر به ایجاد محرک ها، باعث می شود تا صاحبان اقامتگاه بوم گردی تجربه غنی تر و به یاد ماندنی تری را به گردشگران، ارایه دهند. این امر موجب تقویت توسعه گردشگری تجربه محور می شود. از سوی دیگر، بی-توجهی به رفع موانع و محدودیت ها، باعث می شود تا موفقیت اقامتگاه ها در ارایه تجربه غنی به گردشگران کمتر شود و در نتیجه از سرعت توسعه گردشگری تجربه محور در اقامتگاه های بوم گردی استان سمنان، کاسته شود.

    کلیدواژگان: گردشگری تجربه محور، اقامتگاه های بوم گردی، اقتصاد تجربه، گردشگری
  • محمد غفاری*، حسین معینی، فاطمه جعفری صفحات 149-163

    از آنجا که برای انجام یک سفر مطمین برای درمان و یا پیشگیری از بیماری به حضور منبعی مطلع هم در زمینه درمان و هم در مورد مقصد مناسب، مانند تسهیلگران گردشگری سلامت و درمان نیاز می باشد، در این پژوهش سعی در ارایه چارچوبی برای نقش های تسهیلگران گردشگری پزشکی که زیر شاخه گردشگری سلامت است، در مراحل قبل، حین و بعد از سفر بیمار شده است. پژوهش حاضر از نظر هدف کاربردی و روش جمع آوری داده های پژوهش پیمایشی بوده است. جامعه آماری شامل فعالان حوزه گردشگری پزشکی شهر اصفهان بوده و تعداد نمونه 78 نفر از اساتید دانشگاه ها، پزشکان، کارکنان سازمان گردشگری شهر اصفهان، آژانس های گردشگری و هتل های موجود در شهر اصفهان بوده که در نهایت 66 پرسشنامه جمع آوری گردیده است. به منظور جمع آوری داده ها، پرسشنامه محقق ساخته توزیع گردیده است. روایی با استفاده از تجربه خبرگان متخصص و پایایی پرسشنامه نیز با استفاده از آلفای کرونباخ مورد بررسی و تایید قرار گرفته است. تحلیل داده های پژوهش با روش های آمار توصیفی و استنباطی و به کمک نرم افزار spss و آزمون های دوجمله ای، علامت و آنتروپی شانون صورت گرفته و یافته ها نشان داد، نقش های تسهیلگران گردشگری پزشکی قبل از سفر شامل برنامه ریزی، مذاکره با ارایه دهندگان خدمات، راهنمایی قانونی و مشاوره با پزشک، هماهنگی مربوط به درمان، فعالیت های ترویجی برای جذب بیمار، اتصال بیمار به کادر درمانی، کمک به یافتن مرکز درمانی، کمک به انجام سفر، رعایت حریم خصوصی، بررسی مشروعیت و اعتبار پزشکان و مراکز درمانی، کمک به انتخاب مقصد، برنامه ریزی برای حمل و نقل، حذف لیست انتظار طولانی، دریافت ویزا و در حین سفر، شامل راهنمایی برای بهره مندی از امکانات مقصد، امور پیش از درمان، کمک به گردش در مقصد، ملاقات با پزشک، برقراری روابط فرهنگی و اجتماعی، ایجاد محیط آرام نقاهت، مراقبت باکیفیت، به صرفه و به موقع، مترجمی، در مرحله بعد از سفر، مطرح کردن پیشنهاداتی برای بهداشت مبدا، برعهده گرفتن مسیولیت آسیب های احتمالی پس از بازگشت به خانه، سازماندهی ادامه درمان در خانه، حل مشکلات بیمار در کشور مبدا، ارزیابی رضایت بیمار و کیفیت درمان بوده است.

    کلیدواژگان: گردشگری، گردشگری سلامت، گردشگری پزشکی، تسهیلگران گردشگری پزشکی
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  • Ali Rahimi, MohammadReza Rezaei * Pages 1-16
    Introduction

    Although ecolodge have good branding potential, less effort has been made to brand them and less research has been done in the field of research. Although in Iran, ecolodge have undergone a bit of rapid growth, but the situation is qualitatively different and fewer ecolodge have seriously pursued its qualitative development; One of the ecolodges that effectively follows the path of development and attracts domestic and foreign ecotourists in the form of a branded ecolodge, is Atshouni ecolodge, which is the oldest among ecotourism resorts in Iran. By accepting the assumption that the development of ecolodge brings with it the development of tourism, the sustainable development of the destination and the pursuit of the interests of the local community, the need to address it becomes clear. In this regard, knowing the need to strengthen the brand of well-known ecolodge and the significant impact that tourist satisfaction has on the development and stability of ecolodge, has led the researcher to lead the impact of Atshouni tourists' satisfaction on the brand equity of this ecolodge. The research hypotheses are:- functional needs has a significant effect on the brand loyalty of Atashoni ecolodge;
    - functional needs has a significant effect on the brand awareness of Atashoni ecolodge;
    - functional needs has a significant impact on the brand quality of Atashoni ecolodge;
    - functional needs has a significant effect on the brand image of Atashoni ecolodge;
    - basic needs has a significant effect on the brand loyalty of Atashoni ecolodge;
    - basic needs has a significant effect on the brand awareness of Atashoni ecolodge
    - basic needs has a significant impact on the brand quality of Atashoni ecolodge;
    - basic needs has a significant effect on the brand image of Atashoni ecolodge;
    - motivational needs has a significant effect on brand loyalty of Atashoni ecolodge;
    - motivational needs has a significant effect on the brand awareness of Atashoni ecolodge;
    - motivational needs has a significant effect on the brand quality of Atashoni ecolodge
    - motivational needs has a significant effect on the brand image of Atashoni ecolodge;

    Methodology

    The present research is applied in terms of purpose and descriptive-analytical in terms of nature; Data collection was library and field and the indicators used in the survey stage were taken from the Konknik brand equity model and Kano satisfaction model. The statistical population of the present study was the tourists of Atashouni ecolodge and a statistical sample of 250 items was selected. The reliability of the research instrument has been confirmed to the desired level by Cronbach's alpha coefficient and its validity has been confirmed by experts. Analysis of research data after coding was performed in SPSS25 and AMOS24 software.

    Results and discussion

    Since the CR obtained for Hypotheses 2 and 6 is more than 1.96 and the P-value is acceptable, the effect of tourist satisfaction in terms of functional and basic needs on the brand awareness of this residence is not confirmed. Other research hypotheses on the effect of functional needs of Atashouni ecolodge tourists on brand loyalty, the effect of functional needs on the brand quality of ecolodge, the effect of functional needs on the brand image of ecolodge, the impact of basic needs on the Brand Loyalty of ecolodge, The Impact of Basic Needs on the Brand Awareness of ecolodge, The Impact of Basic Needs on the Brand Quality of ecolodge, The Impact of Basic Needs on the Brand Image of ecolodge, The Impact of Motivational Needs on the Brand Loyalty of ecolodge, Motivational needs of tourists on brand awareness of ecolodge, the effect of motivational needs on the brand quality of ecolodge and the effect of motivational needs of tourists on the brand image of ecolodge is confirmed.

    Conclusion

    In the present study, an attempt was made to investigate the effect of tourism satisfaction components in Atashouni ecolodge on the main dimensions of the brand equity of this ecolodge. The results showed that the strongest relationship known in the research model is related to the effect of functional, basic and emotional needs on the loyalty of tourists to Atashoni ecolodge; These figures show a very strong relationship and show that accommodation managers should prioritize meeting the functional, basic and emotional needs of tourists; Although the indicators of tourist destination preference and intention to visit again show an acceptable level, it is still important to meet the needs and satisfy the tourists of Atashoni ecolodge; Therefore, paying attention to the layout of the yard and coordinating it with the native environment and following the emotional needs, involving the ecologist in traditional and collective activities will be effective.

    Keywords: ecolodge, Satisfaction, brand equity, Kano Model, Amos
  • Firoozeh Rezaei Sarkhaei, Hamidreza Saybani *, Mehdi Savadi Pages 17-31

    This study was conducted in order to identify the factors affecting the management of sports tourism destinations in the coasts of Hormozgan province. Factors affecting the development of beach sports tourism through interviews with experts and a questionnaire based on 6 criteria and 60 sub-criteria were developed. The study population included tourists who were active in beach sports. The questionnaires were distributed among 387 tourists based on Morgan's table. The reliability of the questionnaire was assessed by Cronbach's alpha test and its validity was confirmed by confirmatory factor analysis. The normality of the data was evaluated by Kolmogorov-Smirnov test and their correlation with correlation coefficient. Then, Friedman test was used to rank the effect of the main criteria and sub-criteria. The correlation coefficient indicated a significant relationship at the level of 99% between the main criteria of the study. Friedman test showed that the criteria of 1) economic-marketing, 2) infrastructure, 3) public relations and advertising, 4) socio-cultural, 5) political-security and 6) managerial, respectively, the most important in development- Has beach sports tourism in Hormozgan province. Thus, encouraging and supporting private investors, creating infrastructure structures and improving quality services and marketing of beach sports has a major role in achieving economic-sports development of Hormozgan beaches.

    Research methodology

    This study was conducted to identify and determine the effective factors in the development of tourism in coastal cities of Hormozgan province with the approach of beach-water sports, which was based on a descriptive-survey method. This research is considered as an applied research in terms of purpose. The study population included beach-water sports tourists in the coasts of Hormozgan province. The ranking of criteria and factors affecting tourism was compiled by presenting a questionnaire among tourists.First, in order to extract the effective criteria and sub-criteria in tourism development management with the beach sports approach, through the study of tourism databases, reputable scientific authorities were reviewed. Then the importance of the identified criteria was determined. For this purpose, a specialist survey questionnaire containing the extracted criteria and sub-criteria was prepared and provided to 25 experts. These specialists and experts, decision-makers, officials and experts in sports tourism science who had specialized work experience were selected. These questionnaires made it possible for professionals to express their views on the importance of criteria and sub-criteria in varying degrees of importance according to the Likert classification into five categories, ranging from 1: poor to 5: excellent. To. Thus, the initial conceptual model was developed; In such a way that 72 sub-criteria were identified, which by testing it by the participants, 60 sub-criteria in 6 criteria were identified as a database and effective factors in tourism management with a beach sports approach (Table 1). Then, a questionnaire based on effective criteria in beach sports tourism management was developed based on Morgan table. The standard number of questionnaires based on Morgan table is 384 questionnaires. In this study, a sample size of 410 questionnaires was distributed and 395 questionnaires were collected, of which 8 questionnaires were distorted and the sample size was A final 387 questionnaires were obtained for this analyzable study. Validity and validity of the questionnaire structure was performed using first-order confirmatory factor analysis and Amos Graphic software that examined the relationship between factors (hidden variables) and items (observable variables). The measurement states that the factor load for all criteria was higher than 0.8. T-test statistics are used to interpret the output results of this test and to evaluate the significance of the relationship between variables. The results of all sub-criteria have been obtained more than 1.96. In the present study, Cronbach's alpha coefficient was used to evaluate the reliability of the questionnaire. Which has a coefficient of 0.780 and indicates the reliability of the questionnaire. To test the normality of the research criteria, Kolmogorov-Smirnov test was used, the level of significance of which for social and cultural, economic and marketing, political and security criteria, infrastructure, management and public relations and advertising criteria was 070, respectively. 0, 0.061, 0.062, 0.059, 0.052 and 0.057 were obtained and indicate that the criteria of this study are normal. For inferential analysis of the response of beach sports tourists Structural equation modeling from Amos Graphic software was used to the criteria and sub-criteria of the research. Then, a correlation coefficient was used to identify the relationship between the main criteria of the research. Using univariate t-test, the possible relationships between the identified factors affecting the management of tourism destinations were investigated and the level of significance of the effect of these criteria on tourism development management was determined by the beach sports approach. Finally, Friedman test was used to rank and prioritize effective criteria in the management of beach sports tourism development in Hormozgan province

    Keywords: Tourism Destination Management, Beach Sports, Hormozgan Province, Sports tourists
  • Narges Mousavi, Firoozeh Haji Ali Akbari *, Homa Doroudi Pages 33-47
    Introduction

    In recent years, managers and planners in the city of Zanjan, as one of the historical and influential regions of Iran, have been trying to improve the position of this destination in the tourism industry. This region has long played a special role in the exchanges of civilizations due to its economic, cultural and political position as well as due to its special geographical location. Zanjan city is a source of cultural and tourism assets that in the presence of numerous historical monuments, creating maps in cultural and historical events, mirrors and ceremonies, the unique and rooted lifestyle of its inhabitants throughout history, literary resources and scientific, cultural and civil institutions, and in general, a collection of cultural heritage and tourist attractions. Paying attention to this region's social and cultural structure in the development plans as a tourist destination and using the tourism development strategy can contribute to the economic, social and cultural growth and revive the atmosphere of this region. Accordingly, the present study, while addressing the theoretical gap of tourism in which the role and position of social and cultural factors in the development of ecotourism has been neglected, seeks to answer the basic question as follow:-What effect social and cultural factors on the development of ecotourism in Zanjan?

    Methodology

    The present study is applied and descriptive-analytical research in terms of purpose and method, respectively. A questionnaire was used to collect information. The questionnaire questions were designed using a range of five Likert options from strongly agree to disagree strongly. The statistical population of this study included university professors, employees of the Cultural Heritage Organization, experts in the field of tourism, etc., including 396 people. The sample size was estimated at 213 people using Cochran's formula. The validity of the questionnaire was confirmed in two stages of face and face validity by obtaining opinions from professors and experts and divergent validity was calculated by calculating the mean-variance index (AVE). The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the combined reliability coefficient (CR) and was confirmed. In this study, SPSS and AMOS software programs were used to analyze the research data.

    Results and discussion

    The findings of this study indicated that in connection with the hypothesis that cultural factors have a significant effect on the development of ecotourism in Zanjan. The path coefficient (0.48) is estimated. Also, in such a way that the value of T statistic obtained is equal to 5.67 and is greater than 1.96. In addition, the value of the significant level obtained is equal to 0.001, since the value of the significant level obtained is less than 0.05; therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that cultural factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 23% of the variance of the variable depends on cultural factors, which include the components of cultural heritage protection, cultural exchanges, handicraft development, development and expansion of eco-lodges, tourism, and cultural attractions of the region, can be explained.In connection with the social factors hypothesis, it significantly affects the development of ecotourism in Zanjan. The path coefficient (0.38) is estimated. Also, the T statistic value obtained is equal to 3.89 and is greater than 1.96. In addition, the value of the obtained significant level is equal to 0.003, since the value of the significant level obtained is less than 0.05. Therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that social factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 14.4% of the variance of the dependent variable can be explained by social factors, which include the components of social interaction, security, participation, and education.

    Conclusion

    Findings from the test of research hypotheses also showed that cultural factors positively affected the development of ecotourism in Zanjan. In fact, because tourism itself is a cultural thing, more than other modern phenomena of human life, its development is influenced by cultural factors and components. Based on this finding, it can be said that attention to cultural factors and components has an important place in the planning and management of tourism development. In managing attractions, especially in coordination with the destination, attention should be paid to tangible and intangible cultural components. Take measures to manage the cultural exchanges of the destination and guests. Due to its cultural and indigenous roots, cultural factors have a high impact on tourism development and provide an opportunity to attract tourists seeking authentic experiences in areas with cultural treasures, which can lead to the development of tourism and thus lead to economic benefits for tourism purposes. Therefore, the protection of cultural factors, including cultural and historical heritage, while maintaining the attractiveness of tourism destinations will lead to better development of these destinations. The second hypothesis test findings showed that social factors had a positive and significant effect on the development of ecotourism. Based on this result, it can be claimed that by strengthening the social components in tourism destinations while helping to develop tourism better, its negative effects on local communities are reduced. At the same time, its positive effects are strengthened, and more social development opportunities are forthcoming. The goals are set. Accordingly, destinations with stronger social infrastructure can enjoy more benefits and positive effects of tourism development.

    Keywords: Social Factors, Cultural factors, Development of Ecotourism, Zanjan City
  • Loghman Farshad a, Alireza Durban Astana b, Ahmad Pourahmad c. Pages 49-65
    Introduction

    Today, tourism plays a vital role in the growth and development of economic, social, cultural and environmental activities of the destination communities. Tourism has provided approximately US $ 1.5 trillion in tourism spending, reaching 1.5 billion in 2019. The main positive outcomes of tourism include economic benefits such as tax revenue, job creation, or diversification of the local economy (Godovykh & Ridderstaat, 2020). Due to recent technological, demographic, economic and social changes, tourism marketers are facing the challenge of increasingly limited financial resources and intensifying competition from various destinations around the world. Hence, it has become more difficult to differentiate destinations based on traditional hard factors (infrastructure, economy, accessibility, availability of financial incentives). Thus, the destination brand and creating an emotional connection with a place has become a vital tool to become key activities in the marketing of tourist destinations (Y. Liu et al., 2020). Tourism destination branding is a competitive tool that drives destinations to customer preferences and influences their motivation, even if they have not already encountered it (Saeed & Shafique, 2020). Brand value includes the four main dimensions of brand awareness, mental image, perceived quality and loyalty (Tran et al., 2019). Despite challenging and competitive environments in tourism destinations, increasing the popularity of the destination brand to attract more tourists and promote the brand image of the tourist destination and the intention of tourists to visit the destination has become an important task (L. Liu & Wang, 2018). The core of the destination brand is to create a mental image. Image reconstruction is a place based on place-based identity and understanding of local culture. Which ultimately leads to improving the quality of life of destination residents (Rehan, 2014). The brand image reflects destination-dependent perceptions (Pike, Bianchi, Kerr, & Patti, 2010).

    Methodology

    The present research is in terms of purpose (applied) and in terms of nature (descriptive-analytical). Information will be collected based on documentary (library) and field studies. In the first step, in order to get acquainted with the background of the research subject, in addition to using foreign and domestic scientific sources such as scientific books, research articles, student dissertations (master's and doctoral degrees), from various documents, especially statistics published by the Statistics Center of Iran. Executive device information files and base maps are used. In the second step, considering the nature of the work in the research, the statistical population is all tourists and visitors, who have traveled from 1400 natural, historical and cultural tourism centers of Marivan city, a questionnaire has been completed. In order to determine the sample size, the number of tourists and visitors to the tourism sites of Marivan city was set as a criterion and the number of samples was determined as 384 with the help of Cochran's formula. These numbers were selected by stratified random sampling. This research was used to analyze the data and conceptual model of the research using SPSS26 software, SmartPLS3, and to generate a map using ArcGIS10.8 software.

    Results and discussion

    The results obtained from testing the hypotheses show the path coefficients, adjustment coefficient, significance level and test results in relation to the research hypotheses. As stated to test the main hypothesis, it shows that the significance coefficient of this route (55.05) is more than 1.96 and therefore, the mental image of the destination brand confirms the development of tourism in Marivan city at a 95% confidence level. However, from the adjusted coefficient of explanation, it can be inferred that the variable "brand image of the destination" explains 72% of the variable "tourism development", according to Figure (3-4) according to the standard coefficient of dimensions. Tourism development has "economic dimension" with the highest standard coefficient (0.850). To investigate the second hypothesis, according to the significance coefficient of this route (46.195) is more than 1.96, therefore, the effect of cognitive imagery on tourism development at a 95% confidence level is confirmed. From the explanation coefficient of adjustment, it can be concluded that the variable "cognitive image" explains 73% of the changes in the variable "tourism development". For the third hypothesis, it shows that the significance coefficient (16.794) is higher than 1.96, which at the 95% confidence level confirmed that the inherent image of the brand has a significant effect on tourism development. 47% explains the changes in the "tourism development" variable. To test the fourth hypothesis based on the unique brand image on tourism development, considering that the significance coefficient of the route (26.830) is more than 1.96, it is confirmed at the 95% confidence level. In addition, the "unique brand image" 60 Explain the changes in "tourism development". The fifth hypothesis due to the coefficient of significance (9.278) is higher than 1.96 at the 95% confidence level, it is confirmed that the emotional image is effective on tourism development and was able to explain 32% of the changes in the variable "tourism development". Finally, the last hypothesis, like other hypotheses, its significance coefficient (47.920) is more than 1.96, which confirms the 95% confidence level. To explain.

    Conclusion

    The present study has analyzed the role of the mental image of the destination brand in the development of tourism in Marivan city. The results of examining the hypotheses show the impact of the destination brand's mental image on tourism development such as attracting tourists, selling national products and products, foreign direct investment, strengthening and facilitating public awareness and improving cultural change. The results showed that the brand's mental image of the destination will be effective in the development of tourism in Marivan city. The results of management modeling showed that the cognitive variable (awareness) with the highest standardized coefficient (0.855) and then the action image (loyalty) with the standardized coefficient (0.824) in explaining the tourism development variable as well as the economic development variable With a standardized coefficient (0.850), it had the most influential variable of the mental image of the brand of Marivan city.

    Keywords: Destination brand, mental image, Tourism Development, Marivan City
  • Ali Pourang, Masoomeh Arabshahi, Omid Behboodi *, Maryam Kheirkhah Pages 67-85

    Urban tourism is a very important factor in the development of cities, and its wise management and development requires planning based on the demands of tourists. Tourists are also looking for in-depth experiences, greater interaction with locals and more about the local skills, traditions and unique qualities of the places visited that make for Slow tourism. Mashhad is a metropolis in northeastern Iran and the capital of Khorasan Razavi province. This city has many historical and religious attractions and at the top of all of them is the shrine of Munawwar Razavi and other holy relics such as the tomb of Khajeh Rabi, Khajeh Morad, Khajeh Abasalat and also the tomb of Ferdowsi, Nader Shah Afshar and ..., museums and Due to the fact that there were many ancient monuments in the period of Nader Shah Afshar, the capital of Iran, as well as having historical monuments and houses of beautiful and numerous museums, having many natural attractions, being in a diverse nature and adjacent to cities such as Torqabeh, Shandiz, Kalat and Neishabour with rich historical background and ancient cultural and historical heritage along with nature Beautiful and unique, with a good image of entertainment, traditional food, beautiful nature, in cultures and dialects sweet, a lot of potential to exploit the tourism development in economic, cultural, social. Of course, it is not possible for tourists to benefit from these attractions through the massive form of tourism, and gaining deep religious, cultural, social and recreational experience can be achieved through Slow tourism. In recent decades, the city has undergone significant changes in its urban structure by attracting significant domestic and international tourists. Most of these developments are influenced by tourists who have gone to the holy shrine of Razavi to visit the city and have improved the position of religious tourism in Mashhad compared to other types of tourism in the city. Mashhad city tourists, in addition to visiting the holy shrine of Razavi, want to visit other tourist attractions of this city. The excessive attention of Mashhad urban tourism activists to the spatial potentials hidden in religious tourism has created various problems in the urban structure of Mashhad. It seems that the political economy of religious tourism in Mashhad has caused too much focus on the potential of religious tourism and the lack of optimal investment in other types of urban tourism in Mashhad, and intensified the unbalanced distribution of tourism services in Mashhad. Has done. This can also damage the spirit of religious tourism and the quality of pilgrimage. To solve this problem, we can use the sectors that are now more attractive and active in tourism and make them more capable. One of the most important of these areas is Slow tourism. Slow tourism is a new conceptual framework that offers an alternative to air travel or car travel. In this type of trip, people travel to destinations less quickly and through land routes, where they stop longer. The importance of the experience of traveling to (and within) a destination, the use of a variety of vehicles, eating and drinking at low speeds, exploring the attractions of heritage and culture destinations at a slower pace and most importantly protecting the environment. This conceptual framework is the basis of calm tourism and indicates low consumption. The goal-oriented behavior model is proposed by Progin and Bagozi, which has been recognized by many researchers as a useful framework for understanding human goals and objectives. This model is based on planned behavior theory and logical action theory. It is a great model for describing tourist behavior compared to previous models and its variables include: attitude, mental norms, control of perceived behavior, predicted positive emotions, predicted negative emotions, desire and behavioral intent. The concept of originality is seen as a social and individual understanding developed from objects, culture, and unique empirical observations. Originality can be a vital marketing tool for creating a competitive advantage and for business success. Perceptions that are formed by people's desires, interests, and opinions throughout their lives are the responses given to recognizing objects, behaviors, and events. In this study, it is assumed that the tendency to reflect the effects of attitude, internal norms, perceived behavioral control and positive and negative emotions are predicted. Predictable emotions for a particular behavior can be essential variables in a decision-making process. The purpose of this study is to investigate the factors affecting the development of Slow tourism among urban tourists visiting Mashhad. This research is practical in terms of purpose and is descriptive-survey in terms of nature. The statistical population of the study is Mashhad tourists in a certain time interval. According to the uncertain number, using the Morgan table and the Two-step cluster sampling method available, the sample number for the unlimited population is 384 people. Data were gathered using a standard questionnaire. The validity of the tool was convergent to face validity and convergent validity, and Cronbach's alpha method was used to measure the reliability of the tool, which is estimated at 0.964. The findings indicate that the goal-oriented theory variables have a positive effect on the tourists' desire and the characteristics of a slow tourism have a positive and significant impact on tourists' desire. Finally, the tourists' desire has a positive and significant effect on their intention. According to the research findings, Strategies for strengthening and developing calm tourism in Mashhad, including increasing the awareness of the host community and tourists about the originality of Slow tourism activities, attracting cooperation and support from reference groups and celebrities to strengthen oral advertising. And the perceived originality of tourists, the use of cyberspace to promote the capabilities and attractions of Slow tourism, the creation of a continuous system to improve the quality of the experience of tourists Slowly and ... was presented.

    Keywords: slow tourism, goal-directed behavior Theory, tourists' desire, intention, Mashhad
  • Mohamadnader Mohamadi, Hosein Vazifedoust *, Kambiz Heydarzadeh Pages 87-101
    Introduction

    Today, with the development of communication techniques along with the transfer of medical knowledge, a new form of tourism called medicine has been proposed, which is one of the attractive and thriving services markets in the field of tourism (Hassanzadeh et al., 1400: 141). Medical tourism is a completely new topic. This type of tourism is related to the direct intervention of medical issues and the results of such trips are expected to be basic and long-term. Today, tourism is something beyond the primary and secondary needs of human beings and has become the third human need (Zarghani and Hejazi Joshaghani, 1390, 2). A key point in medical tourism is the framework that the Internet provides to provide consumers with access to health care information. The Internet is also creating a new lifeline for healthcare providers to reach non-local markets. Commercialization is at the heart of the growth of medical tourism, which depends on the availability of web-based resources for service consumers to provide information to them and connect them to service providers and intermediaries (Lunt et al, 2012, 3). ). Due to the low cost and high profitability of medical tourism, many developing countries focus their attention on this part of the industry and plan for it. Low cost of medical and health services, history of medical medicine in Iran, as well as having capable doctors and skilled and trained medical staff in the field of treatment compared to other countries in the Middle East region is one of the competitive advantages of our country in the field of medical tourism. . In the text of the 20-year vision of the country, in the tourism sector of Iran, it is mentioned to get a suitable share of the international tourism market, but the strategies in the field of tourism to use innovative tourism participation are not specified (Financ, 2016: 140). The need to develop medical tourism in Iran is due to this issue: when medical tourists travel to a city for treatment, in addition to treatment, from various attractions such as historical sites, museums, shopping centers, etc., which They are settled in that city, they visit, so most of the tourists, in addition to treatment, also have fun and travel (Shirmohammadi et al., 1397: 14). Therefore, the main purpose of this study, which is addressed, is to identify the most important components affecting the prosperity and development of medical tourism in Kermanshah province with an emphasis on Iraqi tourists. Available for the satisfaction of Iraqi medical tourists and the overall development of health tourism in the country. In this regard, the main questions of the research are posed as follows: What are the main categories and components affecting the development of medical tourism in Kermanshah province?

    Research Method

    This study in terms of the nature of research in the field of exploratory research; In terms of the type of applied research and in terms of research strategy, it has an inductive strategy and in terms of the nature of data is in the category of qualitative research design and the type of data theory based on the paradigm model of Strauss and Corbin (1990). Senior managers of Kermanshah University of Medical Sciences and heads of hospitals in Kermanshah province and experts in the field. No new code was extracted from the statements. Then, using content coding, the interviews were coded based on open coding, axial coding, and selective coding, and finally, a model based on the systems of Strauss and Corbin's systems was presented.

    Findings

    According to the type of research, the main structure of data analysis is based on the data theory of the foundation; Therefore, after extracting open source code from the interviews, axial coding is done. Based on what has been stated in the description of the axial coding components, the following theorems are obtained: Case 1: Components of privatization strategy, investment and primary resources; And marketing provide the basis for developing principles for the attraction and development of medical tourism. Case 2: The strategy of formulating the principles of attraction and development of medical tourism is the implementation of policies, strategies and measures to achieve results. Theorem 3: Underlying conditions for effective use of technology, access to information resources and understanding the environmental conditions of medical tourism, provide the context for the implementation of policies, strategies and actions. Case 4: Sanctions and political developments as intervening conditions delay the implementation of policies, strategies and actions. Case 5: Implementation of policies, strategies and measures along with contextual and interventionist conditions leading to human resource efficiency, technology development, strengthening related industries and investment growth in Kermanshah province as the consequences of attracting and developing medical tourism in Kermanshah province with a focus In the next step, in the form of selective coding, the researchers have expressed the relationship between the extractive categories using the systematic scheme of Strauss and Corbin.

    Conclusion

    The results showed that the various aspects identified in this study raise the issue that this theory is not a purely linear and prescriptive theory and in that the process of formulation and implementation occurs simultaneously. Therefore, the cooperation of the medical tourism system, and above all the government, and their consensus can achieve the desired goals. In this research, the tourism development model was explained using the foundation data theory strategy. In the causal context section, four categories were identified, including context building, privatization strategy, primary resource investment, marketing, and influential variables in advertising. The central issue has also been studied as the main element and the unbalanced development of tourism economy. In other words, all the categories listed revolve around the central category of unbalanced tourism development; That is, the administrative system of organizations in the province, which is only one-dimensional and does not care about different dimensions of other sectors of tourism, and is divided into three categories: mixed marketing principles, investor attraction policy, return on investment policy and tourism profitability.

    Keywords: Medical Tourism, Health tourism, bedding, Kermanshah province
  • Fatemeh Azizi, Fatemeh Shekari * Pages 103-117
    Introduction

    The tourism industry is notoriously vulnerable to crises, and it has experienced a wide range of crises over time. However, the COVID-19 pandemic has marked the most serious crisis the industry has witnessed since 1950. As scholars explain, risk perception related to COVID-19 would affect consumers' preferences, leading to changes in their long-term behaviours. The Iranian tourism industry has been extensively damaged due to the pandemic. Although it is not clear when the pandemic can be controlled and life could return to pre-COVID-19 normalcy, the process of tourism demand recovery would require a clear understanding of consumers' transformed attitudes and perceptions and potential tourists' travel intentions. This study aims to investigate the impact of Iranian domestic tourists' socio-demographic characteristics on their travel intentions during the COVID-19 pandemic and the risk-related factors affecting it (perceived risk, risk aversion, and frequency of past travel). Also, tourists' travel purposes are compared in the light of their socio-demographic characteristics. The study seeks to raise the awareness of tourism destination marketers of Iranian domestic tourists' behaviours during the pandemic. Socio-demographic characteristics and travel purposes are among the most common criteria for categorizing target markets and directly impacting travel behaviours. Presently, domestic tourism is regarded as the most important option for helping the tourism industry rebound. In the case of Iran, considering people's reduced purchasing power caused by economic outcomes of the pandemic and US-imposed sanctions, domestic tourism seems to be the primary option for tourists.

    Methodology

    The data were collected from September 2020 to October 2020, after the second wave of the pandemic hit Iran. An online questionnaire was created to gather the data, and its link was distributed via social media. The questionnaire included socio-demographic characteristics of the respondents, travel intention (TI), frequency of past travel (FOP), travel purposes, perceived risk (PR), and risk aversion attitudes (ATT). A five-point Likert scale was used to measure the variables. The final sample included 363 respondents. The data were processed and analysed in SPSS 24.0 through descriptive statistics, t-tests, ANOVA, and regression analysis.

    Results and discussion

    The findings confirmed gender-related differences in travel intentions, perceived risk, risk aversion attitudes, and frequency of past travel. Age was not significantly different in terms of travel intentions or perceived risk. However, different age groups expressed various views regarding risk aversion attitudes and frequency of past travel. Travel intentions and risk aversion attitudes showed different values in terms of income. The high-income participants had more negative attitudes about accepting risks and tended to travel more during the pandemic. The participants who described their income as below average expressed the least travel intentions. Frequency of past travel, risk aversion attitudes, and perceived risk showed significant differences in the participants' family life stages. The only variable that showed a significant difference concerning education level was travel intentions. People holding a high school diploma and below showed the least, whereas those having an Associate's or a Bachelor's degree expressed the highest degree of travel intentions. The results showed the significant impact of gender on the frequency of past travel, perceived risk, risk aversion attitudes, and travel intentions. Similarly, age significantly affected risk aversion attitudes and perceived risk, while the family life stage significantly affected the frequency of past travel and risk aversion attitudes. Income and education level did not affect any of the dependent variables. Comparing travel purposes during the COVID-19 pandemic based on socio-demographic characteristics revealed a significant difference in VFR and family life stage. Concerning pilgrimage, the males (with less perceived risk and more risk-taking tendencies) and married people without children showed the highest religious tourism purposes. With work-education travels, the participants with average income expressed the least, whereas those with high income reported the highest travel intentions. Furthermore, those who lived alone reported the highest rate of work-education purposes. However, those living with their spouse but without their children expressed the least tendency to travel. Those with a high school diploma and below expressed the least, whereas those with a Master's degree and Ph.D. reported the highest degree of such travel purpose.

    Conclusion

    Based on results, marketing messages must target females and address their concerns about themselves and family members while assuring them that specific strategies are used in the tourism supply chain and destinations to reduce COVID-19 infection. The highest frequency of past travel was observed in the 25-44 age group, whereas the 14-24 age group showed the least risk aversion attitudes. Marketing activities must primarily target young tourists to help shape post-COVID-19 tourism. As the findings revealed, marketing messages should communicate businesses' commitment to the health protection of elderly couples who travel independently. Strategies should be implemented in line with the needs of this age group, and medical or healthcare facilities should be offered to them in tourism destinations so that their perceptions of vulnerability and lack of environmental control can be reduced. Iran's domestic tourism target markets should be categorized by the three influential socio-demographic variables, namely gender, age, and family life stage. Messages and strategies compatible with each category should be designed by focusing on the needs of females, young tourists, and elderly couples. The findings, generally speaking, suggested that under COVID-19 conditions, marketers must foreground: (a) gender in the case of recreation tourism; (b) gender and family life stage in the case of religious tourism; (c) family life stage for VFR trips; and (d) income, family life stage, and education level for work-educational travels. For each case, marketers must formulate necessary strategies and communicate relevant messages.

    Keywords: Travel intention, risk, Domestic Tourism, Covid-19, Iran
  • Mirmasoud Mosavi, Seyed Mahmood Shabgoo Monsef *, Ebrahim Chirani, Kambiz Shahroodi Pages 119-134

    The present study aimed to design a target market segmentation model for foreign tourists, qualitatively and using data theory and based on the proposed steps of Glaser and Strauss. The statistical population includes all senior managers of Guilan Cultural Heritage, Tourism and Handicrafts Organization, as well as experts in the fields of business and tourism management and senior managers of municipal, governorate and governorate organizations, 15 of whom are qualified to have at least a master's degree. And at least 15 years of experience in the tourism industry and the use of the snowball method as a targeted method in the form of a statistical sample for interview has been used through a semi-structured questionnaire and has reached theoretical adequacy. Max QDE software is used and the three stages of open coding, selective coding and axial coding are used. The research findings have led to the presentation of a model that includes the historical attractions of the destination, the cultural attractions of the destination, the recreational attractions of the destination, the commercial attractions of the destination, the educational attractions of the destination, and the income attractions of the destination. Classification of causal conditions of service factors (destination facilities), health factors (capacities), supportive factors and underlying conditions is predominant and motivational factors / perceptual factors / cognitive factors / competitive factors / economic factors / financial factors / political factors (government) They play a moderating role. Play. The cultural and economic development of Gilan is one of the marketing consequences of the cultural-historical capabilities of Gilan tourism. Finance is one of the main reasons for the development of medical tourism. In Iran, due to the creation of additional capacities in the health sector, especially at the medical level, the expansion of medical tourism can be a fundamental strategy to solve problems such as excess capacity. The purpose of this study was to classify foreign clients of four hospitals in Iran based on their expected benefits from medical services. Conclusion In this study, people gave the highest percentage of importance to providing respectful care. Therefore, hospitals should focus on the quality of communication with their customers in their marketing efforts. In the present study, in the qualitative part, the data theory of the foundation has been used, which has been implemented based on the proposed steps of Glaser and Strauss. The statistical population includes experts in the field of tourism, including all senior managers of the Cultural Heritage, Tourism and Handicrafts Organization of Guilan Province, as well as faculty members in the fields of business and tourism management and senior managers of the municipality, governorate and governorate. Organizations, including 15 considering the requirements of having at least a master's degree and at least 15 years of experience in the tourism industry and using the snowball method as a targeted method in sampling qualitative research as a statistical sample for interviews, for interviews Specialized used. Taken and reached theoretical adequacy. The interview was conducted through a semi-structured questionnaire in the form of 5 years, so that questions were asked similar to the experts, but they were free to provide their answers in any way they wished, the questionnaire questions based on the identification variables in the literature The research has been compiled and their content validity has been examined by university professors in terms of indicators of validity or reliability, transferability or transferability, verification or verification and reliability. Finally, the researcher was responsible for encrypting the answers and classifying them. All 2 and 4 are used by Max QDE software, so they have been "assisted In the third coding method, the coding is optional. At this stage, the researcher has proposed a theory among the categories obtained in the axial coding model, which has led to the presentation of the model. Research findings show that behavioral segmentation is one of the central conditions in target market segmentation for foreign tourists. In explaining it, it can be stated that the behavior of tourists includes the search for leisure experiences, the interaction between the features and characteristics of the places they have chosen and visited. According to Lepper, it can be argued that understanding consumer consumer behavior in tourism is not just an academic aspect; nevertheless, academic analysis contributes to effective tourism planning and marketing. Kane believes the world is not yet global; Therefore, tourism consumer behavior in each country is still different and needs to be recognized in terms of many determinants that affect the supply and demand of tourism. It is very key to develop, promote and sell tourism products. Clearly, if we are to optimize the efficiency and effectiveness of marketing activities, we need to understand how consumers decide to buy or use tourism products. If we know their patterns of behavior, we know when we need to intervene in the process to get the results we want. In this case, we know what tourism product to develop for the target market at a particular time. Most importantly, we know how to get them to buy a particular product that we have designed to be more effective in meeting their specific needs and wants. Therefore, market segmentation based on behavior patterns is essential for success in marketing activities.

    Keywords: Marketing, target market, Foreign Tourists, Gilan province
  • AliAsghar Shalbafian * Pages 135-148

    Experience is the most valuable marketing tool used by tourism businesses today to gain a competitive advantage. Ecotourism resorts are also among the sectors of the tourism industry that can reap great benefits by providing rich and memorable experiences to tourists. To achieve the goal, 17 owners of ecotourism resorts in Semnan province were interviewed. Data analysis using contextual analysis technique indicated that ecotourism resorts in their activities pay attention to various components that create experience for tourists. From the point of view of eco-tourism resort owners, on the one hand, stimuli (such as managerial-institutional factors, technological factors and socio-cultural factors) and on the other hand, obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional barriers). - Organizational and marketing weakness) for the development of experience-based tourism. Increasing attention to stimuli will enable eco-lodge owners to offer a richer and more memorable experience to tourists. This will strengthen the development of experience-based tourism. On the other hand, neglecting to remove barriers and restrictions will reduce the success of resorts in providing a rich experience to tourists and thus reduce the speed of development of experience-based tourism in ecotourism resorts in Semnan province. Experience is the most valuable marketing tool used by tourism businesses today to gain a competitive advantage. Ecotourism resorts are also among the sectors of the tourism industry that can reap great benefits by providing rich and memorable experiences to tourists. To achieve the goal, 17 owners of ecotourism resorts in Semnan province were interviewed. Data analysis using contextual analysis technique indicated that ecotourism resorts in their activities pay attention to various components that create experience for tourists. From the point of view of eco-tourism resort owners, on the one hand, stimuli (such as managerial-institutional factors, technological factors and socio-cultural factors) and on the other hand, obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional barriers). - Organizational and marketing weakness) for the development of experience-based tourism. Increasing attention to stimuli will enable eco-lodge owners to offer a richer and more memorable experience to tourists. This will strengthen the development of experience-based tourism. On the other hand, neglecting to remove barriers and restrictions will reduce the success of resorts in providing a rich experience to tourists and thus reduce the speed of development of experience-based tourism in ecotourism resorts in Semnan province. Experience is the most valuable marketing tool used by tourism businesses today to gain a competitive advantage. Ecotourism resorts are also among the sectors of the tourism industry that can reap great benefits by providing rich and memorable experiences to tourists. To achieve the goal, 17 owners of ecotourism resorts in Semnan province were interviewed. Data analysis using contextual analysis technique indicated that ecotourism resorts in their activities pay attention to various components that create experience for tourists. From the point of view of eco-tourism resort owners, on the one hand, stimuli (such as managerial-institutional factors, technological factors and socio-cultural factors) and on the other hand, obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional barriers). - Organizational and marketing weakness) for the development of experience-based tourism. Increasing attention to stimuli will enable eco-lodge owners to offer a richer and more memorable experience to tourists. This will strengthen the development of experience-based tourism. On the other hand, neglecting to remove barriers and restrictions will reduce the success of resorts in providing a rich experience to tourists and thus reduce the speed of development of experience-based tourism in ecotourism resorts in Semnan province. Experience is the most valuable marketing tool used by tourism businesses today to gain a competitive advantage. Ecotourism resorts are also among the sectors of the tourism industry that can reap great benefits by providing rich and memorable experiences to tourists. To achieve the goal, 17 owners of ecotourism resorts in Semnan province were interviewed. Data analysis using contextual analysis technique indicated that ecotourism resorts in their activities pay attention to various components that create experience for tourists. From the point of view of eco-tourism resort owners, on the one hand, stimuli (such as managerial-institutional factors, technological factors and socio-cultural factors) and on the other hand, obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional barriers). - Organizational and marketing weakness) for the development of experience-based tourism. Increasing attention to stimuli will enable eco-lodge owners to offer a richer and more memorable experience to tourists. This will strengthen the development of experience-based tourism. On the other hand, neglecting to remove barriers and restrictions will reduce the success of resorts in providing a rich experience to tourists and thus reduce the speed of development of experience-based tourism in ecotourism resorts in Semnan province. Experience is the most valuable marketing tool used by tourism businesses today to gain a competitive advantage. Ecotourism resorts are also among the sectors of the tourism industry that can reap great benefits by providing rich and memorable experiences to tourists. To achieve the goal, 17 owners of ecotourism resorts in Semnan province were interviewed. Data analysis using contextual analysis technique indicated that ecotourism resorts in their activities pay attention to various components that create experience for tourists. From the point of view of eco-tourism resort owners, on the one hand, stimuli (such as managerial-institutional factors, technological factors and socio-cultural factors) and on the other hand, obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional barriers). - Organizational and marketing weakness) for the development of experience-based tourism. Increasing attention to stimuli will enable eco-lodge owners to offer a richer and more memorable experience to tourists. This will strengthen the development of experience-based tourism. On the other hand, neglecting to remove barriers and restrictions will reduce the success of resorts in providing a rich experience to tourists and thus reduce the speed of development of experience-based tourism in ecotourism resorts in Semnan province.

    Keywords: Experience-oriented tourism, Ecotourism resorts, Experience economics, Tourism
  • Mohammad Ghaffari *, Hossein Moeini, Fatemeh Jafari Pages 149-163

    Presenting a Three-steps Framework of Facilitators Role in Development of Health Tourism in the City of Isfahan .There is increasing evidence that medical tourists seek help from medical travel facilitators help and management medial tourism. In medical tourism, these facilitators play a significant role as moderator in engaging between the prospective patients in one country and medical facilities elsewhere around the world. To date, the literature in medical tourism has focused almost exclusively on patients and health care providers . However, little is known empirically with regard to the importance of medical travel facilitators and their contributions in the medical tourism industry. Hence, the moderating and programing role of medical travel facilitators needs to be explored due to the rising number of medical tourist. This paper discusses identify the roles of health tourism facilitators in framework. It is also categorized in three steps including pre-travel, on-travel, and post-travel.Because a safe travel needs reliable informational sources like to tourism facilitators, the present study aims to presenting a three-step framework of facilitators' role in development of medical tourism in the city of Isfahan. The present study is a practical research from goal perspective. It also is considered as a survey from research methodology view. The statistical population of this study includes managers of health tourism in the city of Isfahan. A sample of 87 managers have been selected from this population by using snow-ball sampling method. A researcher-developed questionnaire has been used for collecting the research data. Finally, 66 questionnaires have been collected from respondents, which have been used in the final statistical analyses. The questionnaire validity and reliability have already been investigated and confirmed by researcher. Binomial test and sign test are the main statistical tests that have been used for analyzing the research data in the SPSS. Based on the findings of this study, health tourism facilitators roles include 30 items that 16 items of them are done in the pre-travel step, 8 items of them are done in the pre-travel step , and 6 items of them are done in the pre-travel step. Based on another part of our results , pre-travel roles are the most important ones and post-travel roles are the least important ones. Also our results revealed that travel planning is the most important roles of facilitators .

    Results and Discussion

    Our findings revealed that the roles of health tourism facilitators can be categorized in three steps including pre-travel, on-travel , and post-travel . The pre-travel roles include travel planning, negotiation with service providers , political guidance and physician consulting , therapy coordination , patience promotional efforts, linking patient to therapy teams, helping tourist in findings hospitals, traveling help, privacy affairs, evaluation of physicians and hospitals, helping in destination choice, transportation planning, elimination of waiting lines, and visa affairs. The on-travel roles include helping in destination services uses, pre-therapy affairs, helping in tourism affairs, physician-patient relationships management, social and cultural relationships management, safe environment, qualified maintenance, timeliness and value of services, and translation services. The post-travel roles include post-travel suggestions, potential responsibilities of therapy, after-therapy efforts, solving patient problems in his/her country, evaluation of patient approbation, and therapy quality. Our findings revealed that the roles of health tourism facilitators can be categorized in three levels including pre-travel, on-travel, and post-travel. The pre-travel roles include travel planning, negotiation with service providers, political guidance and physician consulting, therapy coordination, patience promotional efforts, linking patient to therapy teams , helping tourist in findings hospitals, traveling help, privacy affairs, evaluation of physicians and hospitals, helping in destination choice , transportation planning , elimination of waiting lines, and visa affairs. The on-travel roles include helping in destination services uses, pre-therapy affairs, helping in tourism affairs, physician-patient relationships management, social and cultural relationships management, safe environment, qualified maintenance , timeliness and value of services, and translation services. The post-travel roles include post - travel suggestions , potential responsibilities of therapy, after-therapy efforts, solving patient problems in his /her country , evaluation of patient approbation , and therapy quality. health tourism facilitators roles include 30 items that 16 items of them are done in the pre-travel step, 8 items of them are done in the pre-travel step, and 6 items of them are done in the pre-travel step. Based on another part of our results, pre-travel roles are the most important ones and post-travel roles are the least important ones. Also our results revealed that travel planning is the most important role of facilitators.

    Keywords: Tourism, Health tourism, Medical Tourism, Facilities of health tourism