نشریه گردشگری و اوقات فراغت
پیاپی 13 (بهار و تابستان 1401)

In today's competitive world, customers are the focus of organizations, and their loyalty is the main factor in gaining a competitive advantage. The present study was conducted to predict the loyalty of Mahan Airlines passengers. Therefore, the research method is applied in terms of purpose and descriptive correlation regarding the implementation. The study's statistical population is all foreign passengers of Mahan Airlines, whose exact volume is not available; Therefore, the statistical sample was calculated using the thumb rule of 160 people. A non-random sampling method is available. The instrument used in this research is the Standard Sign Questionnaire (2021) with 16 questions. The questionnaires were provided to the supervisors and experts to determine the validity, which was confirmed. The reliability of the questionnaire was obtained using Cronbach's alpha coefficient higher than 0.7, which can be said that the instrument has good reliability. This research uses descriptive and inferential statistical methods using SPSS and PLS software to analyze the data. The study’s results confirmed the effect of satisfaction, service quality, perceived image, and perceived value on loyalty, as well as service quality and perceived value on customer satisfaction. Finally, the quality of service on the image of customers and the quality of service and image of customers on the perceived value were confirmed. Still, the effect of customers’ image on customers’ loyalty and satisfaction was not confirmed.

Fulfilling the basic needs of the city and the village and creating a balanced and stable relationship between them can be done through sustainable rural development and tourism. Agrotourism is one of the new approaches in the tourism industry, which today is considered a way to diversify rural jobs. One of its important features is to create economic activities and increase employment and income in rural areas. The purpose of this type of tourism is an interaction between villagers and tourists and direct income for villagers and farmers. The present study aimed to identify the development capacities of rural creative businesses through agrotourism in the village of Hendekhaleh. The data collection method in this study is a questionnaire with open and closed questions. The results of the Delphi analysis showed that using the natural potential of this village and combining it with activities such as holding local food festivals and holding fishing tours in Selakeh Wetland will lead to the development of agricultural tourism. Other facilities available to tourists in the village of Hendekhaleh, which can reduce the initial costs of implementing the agrotourism plan, include suitable accommodation for tourists, such as rural houses. Of course, it should be noted that this depends on proper and purposeful investment, which requires proper management and cooperation of relevant institutions.

Given the increasing growth of leisure and the emergence of new and modern entertainment in the human lifestyle, considering the place of these entertainments in the lifestyle is one of the moral challenges of the present age. Considering new hobbies’ pros and cons, it should be clarified under what conditions these hobbies can be useful. The present research with a descriptive-analytical method seeks to study the teachings of Islamic ethics, particularly the arguments motivating entertainment in this field. This article concluded that entertainment could also be used to achieve Islamic goals. Islam, by stating the moral ‘’should and shouldn’t,” sets the criteria for this desirable and valuable utilization. Accordingly, useful entertainment is not in vain even if it is in line with the essential responsibilities assigned to human beings; it is permissible, it does not harm human dignity, and moderation is observed in dealing with it. Also, according to the teachings encouraging entertainment, some of the properties and functions of desirable and useful entertainment are: learning and education, creating fun and happiness, relaxation and rejuvenation, flourishing talents, and creating economic development and diversity in life.

Universities in many developing countries today are trying to drive students into entrepreneurial activities to reduce unemployment among graduates. However, reluctance to be an entrepreneur is very common among students. Therefore, this study examined the intention of entrepreneurship among tourism students at the University of Science and Culture. In this research, a cross-sectional research design with a quantitative approach has been used. In this study, a random sampling method was used to select 204 participants who provided information about self-efficacy, entrepreneurship education, and entrepreneurial mental norms and their relationship with entrepreneurial intention among tourism students. Structural equations of partial least squares with Smart PLS software were used to analyze the data. Overall, this study showed that entrepreneurship education, mental norms, and self-efficacy are strongly associated with entrepreneurial intent among tourism students. This study concludes that entrepreneurship education and mental norms along with students' self-efficacy are essential factors for the realization of entrepreneurship intentions by tourism students. Limitations and future directions are also discussed in this study.

Today universities in many developing countries are trying to lead students into entrepreneurial activities to reduce unemployment among graduates. However, disinclination to be an entrepreneur is very common among students. Therefore, this study examined the intention of entrepreneurship among tourism students at the University of Science and Culture. In this research, a cross-sectional research design with a quantitative approach has been used. In this study, the random sampling method was used to select 204 participants who provided information about self-efficacy, entrepreneurship education, and entrepreneurial mental norms, and their relationship with entrepreneurial intention among tourism students. Structural equations of partial least squares with Smart PLS software were used to analyze the data. Overall, this study showed that entrepreneurship education, mental norms, and self-efficacy are strongly associated with intention of entrepreneurship among tourism students. This study concludes that entrepreneurship education, and mental norms along with students' self-efficacy are essential factors for the realization of entrepreneurship intentions. Limitations and future directions are also discussed in this study.

Tourist attractions, as one of the pillars of the tourism industry, along with other elements, will provide the necessary conditions for attracting tourists. Tourism development has many direct and indirect economic, social, cultural, and environmental benefits for the host community and plays a vital role in shaping the development pattern. Considering the importance of tourism in economic development and the potential of tourism in the villages of Kurdistan, it is necessary to use a proper approach to prioritize areas for different investments. The research method was descriptive-analytical, and the statistical population consisted of the villages’ tourists. The ranking results show that Palangan, Celine, and Jivar are first to third, respectively. According to the results of the TOPSIS model, public sector investment in infrastructures, especially roads, contributes significantly to tourism development in these villages. Also, Private sector investment is recommended in higher-ranked villages in the fields of eco-tourism, handicrafts, and related industries.

The Slow City Movement is an approach designed to create a better environment and social life. Revitalizing local identity, paying attention to food, paying attention to environmental issues, and introducing and marketing tourism destinations are among the most prominent features of slow cities. Slow tourism has also evolved following the revival of the natural environment, consumption of local products, and attention to the past’s culture and cultural and historical monuments. So, the slow city’s approach and slow tourism are intertwined. This study aimed to analyze the Status of Indicators of the slow city in Yasuj for the Formation of Slow Tourism. The present study is theoretical-applied and descriptive-analytical in terms of methodology and has used two methods library and field data collection. Six indices and 35 variables were extracted as operationalization. Next, based on the extracted indices, a questionnaire was designed and distributed to experts and urban managers whose statistical population was estimated to be 45. Data have been analyzed using by DEMATEL technique, mean, and t-test using the SPSS software.The results of the DEMATEL technique showed that the Index of awareness and information, support of domestic products, hospitality, and urban quality have the most impact and effectiveness on the slow city and slow tourism; And the index of awareness and information, support of domestic products, and hospitality showed the most relations with other indicators. The indicators of hospitality and awareness and information are causal, and other indicators are considered effective. The measure of the status of slow cities in Yasuj showing by t-test. The T-test results showed that urban quality, domestic product support, urban management, urban environmental protection, hospitality, and awareness and information were placed the first to sixth, respectively. In general, it can be said that due to the importance of indices by the DEMATEL method and the results of these indices in Yasuj, only the status of information and awareness index is not appropriate, and to achieve a slow city movement, this index needs special attention.

Travel agencies are the largest intermediate circle between tourism service providers. The knowledge, experience, and skills of the staff of travel agencies are valuable resources that, if left unattended, can lead to consequences such as the departure of valuable staff, customer dissatisfaction, and service failures. Counseling by a mentor assigned to a travel agency can reduce the stress and worries of starting a business. Facilitating some unfamiliar processes in travel agencies, sometimes encountered by new and inexperienced staff, provides high-quality services for customers. Mentors try to give young people hope for the future by coaching and protecting them. This study examines the role of mentoring in improving the internal marketing of tourism agencies in Tehran. The study’s statistical population is the staff of travel agencies in Tehran. Assuming it is unlimited, 251 people were selected by the available sampling method. To analyze the results, structural equations and LISREL software were used. The results show that the dimensions of the mentoring process (including consulting, facilitation, protection, and coaching) have a positive and significant effect on improving internal marketing and creating experienced, young, and reliable human resources for agencies. In a way, increasing employee satisfaction and its impact on improving internal marketing can increase customer satisfaction and improve sales.

The coronavirus crisis is one of the new challenges for the world community. In recent years, this emerging phenomenon has caused harmful and destructive effects on the tourism industry in museums and cultural-historical complexes. In the meantime, the spread of the coronavirus has created entirely different conditions in human resources. The main goal of the present study was to investigate the consequences of the coronavirus pandemic crisis on the management of human resources during the corona disease epidemic in the cultural-historical complex of Niavaran. In terms of method, this research is descriptive-survey, in terms of the type applied, and in terms of data, it is quantified using the Likert scale. The statistical population of this research is all the employees of the Niavaran Cultural-Historical Complex in the number of 120 people; based on the Cochran formula, the sample size is 103 people. The research tool's reliability and validity have been measured using factor loadings, Alpha Cronbach, combined reliability, shared reliability, rho_A coefficient, convergent validity, and divergent validity tests. SPSS24 and Smart-PLS3 software were also used for data analysis. According to the findings, the average satisfaction with the flexibility and virtual life cycle of employees, providing training courses to employees, participation, development, promotion of employee motivation through continuous communication using new methods to support employees and maintain their health and well-being, the safety measures for the employees by the organization during the Corona epidemic has been in a favorable situation. Only the employees’ access to resources to work at home during the Corona pandemic in the cultural-historical complex of Niavaran has not been in good condition.

The coronavirus crisis is one of the new challenges for the world community. In recent years, this The present study examines the impact of cultural elements on the attitude of the host community in supporting tourism development. According to the library studies, a model was chosen to be able to explain and subsequently predict the attitude and factors affecting it. A questionnaire used in similar studies was used to measure the attitude, and some changes have been taken to adapt that to this research’s condition. The sampling method (available sampling) was used, the Cochran formula was determined based on 382 questionnaires, and finally, 344 usable questionnaires were collected. Data were analyzed by Spss and Lisrel software. The results showed that the positive attitude of the host community to develop cultural tourism and residents are willing to increase the number of tourists. Several factors played a role in forming this attitude, but the most important factor that predicted this attitude was the local community's cultural and social base.