نشریه فضای گردشگری
پیاپی 42 (بهار 1401)

Today, cities are increasingly competing with each other to attract more and more tourists, investors and companies, new citizens, and a valuable and creative workforce. However, city branding plays an effective role to attract or repel them. Therefore, preparing strategic urban branding plans to recover and promote the brand of cities is of great importance. In Iran, some efforts in this regard such as the strategic branding plan of Isfahan, Tehran, and the strategic plan of the visual identity of Mashhad and Kelardasht have been made. Therefore, studying the effects and evaluation of strategic urban branding plans can improve the quality of strategic city branding programs in Iran. As a result, studying the effectiveness and efficiency of these strategic plans is of high importance. In this research, the qualitative content analysis method was used to study the strategic branding plan of Isfahan and identify the components of urban branding according to the existing documents. To do so, the emphasized or neglected dimensions were identified and presented in Isfahan’s branding. The purpose of this study is to determine the components of city branding and the way the dimensions of the subject are emphasized or neglected in the existing document.

Experiences play an important role in people's lives and contribute to a person's mental health. Most of these experiences take place in the activities that people do in their spare time (Tan and Chang, 2016). From a consumer’s perspective, leisure tourism can be a source of memorable experiences (Menga and Hanb, 2019). Tourism activities are considered the fourth part of human activities after agriculture, industry, and services and can be called invisible exports that can create a suitable platform for friendship and understanding between nations and peace without polluting the human environment and brought peace to the people; for this reason, tourism is also called the white industry (Rabbani et al., 2020). Tourist attractions are known as a field of study in the field of tourism. The value of these attractions is evident in the strategies that governments develop to make a benefit, as they can be mentioned as the main assets for the development of tourism destinations (Liask et al., 2013). Also, managing the tourist experience can lead to more tourists’ knowledge and their inclinations and interests, and provide grounds for attracting more tourists, which in turn can have desirable consequences in the form of the value of tourist participation. Due to the importance of the tourism industry and the expansion of studies with a managerial and practical nature in this regard, the present study has been conducted to achieve a model of antecedents and consequences of the tourist experience. For this purpose, first, the method of combining the antecedents and consequences of customer’s experience as well as the experiences of management approaches in the tourism industry (separately) was identified, and with the guidance of 10 experts and marketing and tourism experts and their opinions, and lastly, a questionnaire was prepared. 440 Iranian tourists who had traveled to Turkey, Malaysia, Azerbaijan, and the UAE in the last 5 years (1396 -1400) were distributed. In the first stage, each of the structures of the proposed model, in terms of being one-dimensional in a separate measurement model by Klein's (2005) method was investigated so that, firstly, the factor load of the indicators was more than 0.5; not more than 0.85. In the second stage, the validity and reliability of the structures were evaluated and Cronbach's alpha, structural validity (CR), mean explained variance, construct validity, convergent validity, and divergent validity were calculated and evaluated. After the assessment tools were finally approved at each stage, the research model was developed and tested. The result of the present study is to model the antecedents and consequences of the tourist experience using a mixed-method (qualitative and quantitative) which is one of the innovations of this research, which can be used by managers and industry activists and the  development of tourism-related activities on a global scale.

Tourism is a comprehensive activity that is very effective in social and economic development. On the other hand, tourism is designed to reduce poverty, to increase the net benefit of the poor from tourism, and ensure that tourism growth helps reduce poverty. This study has been compiled to plan sustainable tourism with emphasis on reducing poverty in Bisheh village, which is one of the areas with tourism potential in Khorramabad, which also uses the concepts of rural tourism. In cognition, documentary study methods and survey methods such as questionnaires have been used. The present study is descriptive-analytical. In cognition, documentary study methods and survey methods such as questionnaires have been used. In the questionnaire, indigenous people, officials, and tourists were asked for their opinions, and due to the low number of the statistical population, the theoretical saturation method was used to obtain the appropriate number of each sample. Strategic planning methods such as the QSPM matrix and SWOT table were used in the analysis. Also, based on the model resulting from the three types of tourism proposed in the study, six categories of tourist attractions, economic, socio-cultural, educational, environmental, and government by identifying, analyzing, and providing solutions mapped the path to achieve the goals. In the end, the research results showed that Bisheh village and Qamar villages can be connected through green infrastructure (green roads) and create a tourism complex and attract more tourists to the area, using the natural potentials and handicrafts of the village. Also, with the people’s participation in tourism-related activities, the poverty of the local people of this region will be reduced.

With the onset of the Industrial Revolution and the spread of urbanization, the motivation to travel and having fun to meet the spiritual needs of human beings became essential, this important issue in recent decades created a global phenomenon that has been termed ‘the tourism industry’. The arrival of a tourist in a place can have important economic, social and cultural effects on that environment and can cause the development and progress of the region. The purpose of this study is to evaluate the development of eleven districts of Shiraz in terms of tourism services. This research is applied in terms of its purpose and descriptive-analytical in terms of nature and method. The information and data required in this research have been collected using library resources and statistics in 1398. For analysis, first, the data were standardized and finally ranked using the Scalogram method in eleven districts of Shiraz. The results showed that in terms of indicators studied, district one with a score of 79 was in the first place in tourism and enjoyment. Also, districts four and eleven, despite the geographical location due to large population and lack of attention of relevant managers in terms of indicators and elements providing sustainable tourism development with 46 and 49 points were recognized as the lowest ranks. The results of this study indicate the existence of a gap between the eleven districts of Shiraz in terms of tourism development and in the meantime, none of the regions is in a poor condition.

The tourism industry in today's world is considered as one of the economically profitable industries and the creation and exchanging means of culture. Measures should be taken to attract tourists and introduce the buildings. These measures include advertising, book printing, publishing brochures, and billboards for better access of tourists to the desired areas. Tourist boards play a special role. In a way, it can be said that these signs are eloquent language to guide a tourist and a good guide to attract the tourist, a reliable guide to get to the desired place; signs are not only a guide but also carry a brand of advertising. Thus, their shape, size, color, installation location, and multilingualism, all are effective in the structure of the signboard; and the tourism sign depicts the cultural identity and personality of an area. The purpose of this article is to investigate the effectiveness of the use of tourism signs in the city of Isfahan and the development of tourism in this city. The method of this research is applied based on the purpose and based on nature is descriptive-analytical. The statistical population of this research includes all citizens over 18 years old in Isfahan in 1997 who were randomly sampled. The necessary data were collected through a questionnaire. The results of this study show that more than 62% of foreign tourists and more than 52% of local tourists in their comments have described this situation as weak and very poor.

Cultural tourism is one of the types of tourism that is affected by the serious damage of the Corona epidemic. Most countries in the post-Corona era are trying to promote cultural tourism, which has required them to adopt new approaches and methods. The main purpose of this study is to identify and explain the scenarios of cultural tourism in the post-Corona era, which is focused on Ardabil province. The research method is a mix of two methods, ‘focus group’ and ‘scenario planning’, using a sequential exploratory approach. The main tool used in the qualitative phase is a semi-structured interview in the form of an online focus group and the quantitative phase is a questionnaire. The participants of the present study were 8 experts and academic and executive experts of the country in the field of cultural tourism who participated in the focus group. According to the research findings, in the qualitative phase, 13 main codes were extracted in the form of three basic concepts, which were categorized using the three-pronged model. According to the discussion and the results, 4 scenarios were created, each of which can help to create the necessary flexibility in the field of cultural tourism and make this type of tourism with synergy and innovation in Ardabil province.

The expansion of urbanization and the development of urban lands towards orchards and agricultural farms is one of the biggest problems of the country's major cities, and in recent years, this development, along with reduced water resources and a sharp increase in population, has led to the development of urban heat and metropolitan heating. In this study, by examining the situation of the heat island of Isfahan and its surroundings, as well as changes in green spaces and gardens adjacent to the city of Isfahan, the relationship between these two variables was evaluated. The research method is descriptive and correlational and the purpose of this study is to investigate the role of tourism development of garden houses around the city of Isfahan and its role in reducing the effects of the heat island of Isfahan. The results of this study showed that in recent years the temperature of Isfahan and its surroundings has increased between 2.5 to 4 degrees Celsius and this increase has coincided with the development of Isfahan and the destruction of gardens around the city.

The present study was conducted with the aim of presenting a model for attracting investment in the Iranian sports tourism industry with an emphasis on the marketing mix and sustainable development. The statistical population of the research in the qualitative part included all experts in the field of sports marketing management, sports tourism and tourism marketing management. A total of 17 interviews were conducted by purposive sampling method to reach theoretical saturation and in a small part of the same people plus capital Sports spenders and sports entrepreneurs were nationwide. The questionnaires were distributed electronically and finally 249 questionnaires were completed correctly. Research tools in the qualitative section, reconciliation and review of theoretical foundations, and in the quantitative section, a questionnaire made from the qualitative section with the focus on 3 mixed marketing variables in the Iranian sports tourism industry (7 items), sustainable development (6 items) and attracting investors in the tourism industry. It was sports (2 items). Exploratory factor analysis test was used to measure items and questions of each variable and structural equation modeling test was used with PLS software. The results of the research model showed that the mixed marketing path to sustainable development with the effect factor (0.899) had the greatest effect among the variables. The mixed marketing-to-investment path with an impact factor (0.484) was in the next category, and the sustainable development path to an investment with an impact factor (0.356) had the lowest effect among other variables. In a general conclusion, it should be mentioned that for the development of Iran's sports tourism industry, first of all, special attention should be paid to the marketing mix, because in this case, sustainable development can be achieved and investors can be encouraged to invest in the tourism industry. Import sports.