نشریه گردشگری و توسعه
سال دوازدهم شماره 1 (پیاپی 34، بهار 1402)

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

One of the most important challenges of tourism industry in Iran is developing sustainable relationships with tourists. In this way, paying attention to the quality required by tourists and achieving proper identity for the destination is important. Therefore, the aim of this study is to explain the role of destination quality on tourist behavioral intentions, focusing the mediating role of destination brand identification. The statistical population of the study is domestic and foreign visitors from selected cities of Iran from October 2019 to May 2020. In order to collect data first, purposive sampling method was used to select cities and then using convenience non-random sampling method tourists were questioned. Content validity and reliability of the questionnaire (with Cronbach's alpha 939٪) were confirmed. Finally, 415 acceptable researcher-made questionnaires were collected to perform analysis by structural equation modeling method. Findings show quality with its three dimensions affects destination brand identification, tourist satisfaction and behavioral intentions (intention to revisit and word of mouth). Destination identification also effects on satisfaction and behavioral intentions. According to the results, tourism destinations should provide the quality needed by tourists in order to create a sense of belonging in the tourist and cause tourist satisfaction, word of mouth and intention to revisit the destination.

Simultaneous achievement of conservation and tourism goals in protected areas requires the preparation of zoning maps and estimation of carrying capacity in ecotourism zones. Helen forest protected area with an area of ​​40231 hectares in Chaharmahal and Bakhtiari province has eco-tourist attractions including forest landscapes, rivers, waterfalls and abundant springs. Management of these attractions require zoning and estimating the range of tourism range. In this study, after identifying ecological resources including climate, soil, topography, vegetation and animals, based on the ecological model of conservation and recreation in Iran, the zoning map of the region was prepared by overlapping and applying the principles of continuity and proximity. The carrying capacity, including physical, ecological and managerial, was also calculated based on the methodology provided by the International Union for Conservation of Nature (IUCN). In this method, first the physical carrying capacity (PCC) was calculated based on the minimum area suitable for a tourist and then by applying ecological constraints such as slope, direction, height, soil erodibility, temperature, rainfall and vegetation density, the real (ecological) carrying capacity (RCC) was calculated. Also, based on the managerial capacity of the area and the availability of transportation, accommodation and hospitality infrastructure in the surrounding area, the effective carrying capacity (ECC) was calculated. According to the results, core, protected, extensive recreation, centralized recreation, rehabilitation and multifaceted zones occupy 27, 24, 22, 12, 9 and 6% of the area, respectively. Also, the PCC, RCC and ECC of the protected area was calculated as 10067439, 226095 and 45219 people per year, respectively.

The tourism industry is one of the largest and most diversified industries in the world and is the most important source of income and job creation in many countries. Due to its growing importance economically and socially, it has become one of the key pillars of the world economy and is one of the fastest growing industries. Therefore, it is important to examine its determinants in economic issues. In this regard, the present study uses panel data approach and generalized method of moments (GMM) to investigate the impact of knowledge components (IT infrastructure, economic incentives and institutional regimes, innovation system and education and education and human resources) focuses on tourism development in two selected developing and developed countries during the period 2007-2018. The results of the model estimation showed that the effect of knowledge components including information technology infrastructure, economic incentives and institutional regimes, innovation system and education and human resources on tourism development in both groups of countries were positive and significant. However, in developing countries, the estimated coefficients of the economic incentives’ component and institutional regimes, and in the developed countries, the coefficients of education and human resources components are higher than the other components. In addition, the effect of control variables including natural capital, political stability, and real exchange rate on development of tourism in both groups of countries was positive and significant

In order to compensate part of the damage to the tourism industry in the Covid-19 epidemic, through health tourism marketing, understanding the factors affecting residents' support for the sustainable development of health tourism is essential; Therefore, the present study aims to provide a comprehensive model of a Meta-synthesis of factors affecting residents' support for sustainable development of health tourism and identify the most effective factors. The research is exploratory and applied, and has been done in two steps. In the first step, the mentioned factors were identified and classified by systematic review of previous researches and using Meta-synthesis technique. Then, in the second step, the graph of causal relationships was plotted using fuzzy cognitive mapping and the most effective factors were identified. The statistical sample consisted of 12 experts who were purposefully selected. The findings of the first step showed 46 factors in 9 dimensions. The mentioned dimensions (with the exception of demographic variables), entered the second step of the research to draw a graph. The findings showed that the most effective dimensions in the graph are: Perceived positive (2.75) and negative effects of health tourism (2.72), the level of involvement of residents in health tourism (2.16), Perceived proceeds of government and destination (1.80), Residents' opinion about health tourism (1.52), Trust (1.06), indicators of residents' dependence (0.80), residents' attitudes about quality of life and residence (0.08). In general, the results in addition to increasing theoretical knowledge, has applications for more effective marketing of health tourism.

Mountain tourism globally is considered due to its special privileges. Despite its rare nature and special mountainous attractions, Iran has not been able to gain its share of this industry. The purpose of this study was to determine the component of a model for sustainable development of mountain tourism in Iran. This is an applicable study and in terms of implementation strategy is Content Analysis. Using semi- structured interviews with 22 professors, mountain tourists, guides, managers, and experts of mountain tourism collected preliminary data. Research samples were selected by Purposeful, Snowball sampling and interviews were continued until approaching the theoretical saturation. Library studies and theoretical foundations were also used to collect data. Data analysis was performed by King and Horrocks thematic analysis process including three stages of descriptive coding, interpretive coding and integration through comprehensive themes using Excel software. The acquired findings were included 100 descriptive codes, 29 interpretive codes and 3 comprehensive themes. Reliability of the qualitative results was confirmed by examining the four decisive factors of Credibility, Transferability, Dependability and Confirmability, and the re-test reliability index at 91% indicated that the identifiers had good reliability. Based on the coding and the research results, the main influential components included infrastructure, attractiveness and sustainability. The results of this study are expected to contribute the researchers, managers, guides, local community and other stakeholders in the field of mountain tourism in order to reveal the key and important aspects for sustainable growth and development

Tour guides are the key players in the tourism industry. They should acquire the necessary training and skills to meet the expectations of this sector. Besides, one way to determine the effectiveness and efficiency of the education sector is to assessing its curriculum. The present study aimed to assess the curriculum inputs of the tour guide field of technical-vocational branch with an outcome-based curriculum approach. This research was conducted by an exploratory sequential mixed methods research design. The statistical population consisted of 13 teachers,171 students and 63 graduates of the tour guide in the technical-vocational branch in Isfahan. In this research used two proportional stratified and simple random sampling techniques. Data were collected using semi-structured interview and researcher-made questionnaire. The interview questions' validity and the questionnaire were confirmed using content validity, and the reliability of the questionnaire questions was confirmed using the Cronbach's alpha coefficient (0.79≤ α ≤0.89). The qualitative findings were analyzed via the content analysis technique and the quantitative findings via SPSS 23 software. The results showed that the teachers assessed the content of the curriculum, facilities and equipment and the characteristics of the inputs as undesirable and the teachers’ characteristics and abilities as moderate. There was also a significant difference between the views of students and graduates in terms of inputs. The general conclusion is that the inputs in the curriculum of the tour guide in the technical-vocational branch regarding teachers’ characteristics and abilities are moderately outcome-based and in other components are not outcome- based.

During the Covid-19 epidemic, few travelers agreed to stay in hotels. This required hotels to adopt health strategies and operational safety standards. Because hotel managers must address their guests' health concerns during the COVID-19 epidemic, hygiene management is one of the strategies hotels have adopted to encourage consumers' positive behavioral reactions during this period. The present study investigates guests' behavioral responses to hotel hygiene management during the COVID-19 outbreak. In order to achieve the purpose of the study, a sample of 340 guests who had the experience of staying in a 4 or 5-star hotel in Mashhad during the outbreak of the third wave of COVID-19 in December and February 2020 were selected by available methods. Data were collected through an online questionnaire distributed on social networks related to tourism and hotel management. The results of testing the hypotheses indicate that the hygiene characteristics perceived by hotel guests positively affect the formation of the cognitive and affective image of the hotel. Also, the cognitive image compared to the affective image has a significant effect on encouraging the behavioral reactions of hotel guests. Finally, the hygiene characteristics perceived by the hotel guest indirectly, through the formation of a cognitive and affective image, lead to behavioral reactions such as word of mouth and the revisit intention.

In the present study, given the importance of the role of leaders in the policy-making process, Analyzes the views of the Supreme Leader in the field of tourism policy. The methodology of the research was according to content analysis based on the Classical Grounded Theory approach. After the analysis through classical grounded theory, explained the model of Tourism status in the process of policy based on the views of the Supreme Leader. Dimensions of this model, Including Natural and cultural attractions, unique resources, transit routes, and tourism Transport as “Driving Factors”, Development based on geography and destination marketing as “Synchronizers”, scientific and practical empowerment, and qualification and standardization of services as “Framework Makers” and excellence and sustainability as “Consequences”. The most prominent view of the Supreme Leader on tourism is “The priority of the issue of tourism". In addition, his integrated emphasis on “the consideration of all potential of destinations and sources of tourism” reflects Supreme Leaders’ systematic and proactive approach and govern to development of tourism. Therefore, pay attention to his views, not only how to deal with this phenomenon in the field of tourism policy, but also provides practical recommendations in the field of action

Health tourism with the aim of paying attention to health and traditional or modern treatments are growing in the present era. On the other hand, it needs a good marketing strategy for further development. Due to the high capacity of Kerman province in natural resources and appropriate health tourism, it is necessary to discuss its marketing. Therefore, the purpose of this study is to explain the structural-functional green marketing on the development of health tourism in Kerman province. The present study is a descriptive-survey research. The statistical population is active in the field of health tourism active in the science, technology and health parks of the province. Using random sampling method and Cochran's method, finally a semi-structured questionnaire with Likert scale was distributed among 117 people. The reliability of the research tool with Cronbach's alpha for each variable has been confirmed. Data analysis was performed using structural equation modeling with partial least squares approach in Smart PLS 3 software using path coefficient, effect coefficient, T coefficient, etc. According to the results, the effect of profit and loss worries with a coefficient of 0.66, social responsibility with a coefficient of 0.4, negative environmental effects with a coefficient of 0.007 and finally the level of income with a coefficient of 0.005 on health tourism were accepted. Thus, green marketing can lead to further development of health tourism. As a result, it can be said that more attention to green marketing can affect the development of health tourism in the province and ...

Today, tourism development is recognized as one of the important strategies for achieving sustainable development and has found a particular place in the development plans of various countries. The aim of this study is to identify tourism development scenarios with a futures  studies approach in Khorramabad County.   The present study is applied in terms of purpose and has an analytical-exploratory nature and is based on future study methods. The data and information collection method is documentary and field and the population of this research was 14 experts in the field of tourism and spatial planning. To analyze the data, the cross-impact analysis method, MICMAC software and Scenario Wizard were used.The findings of this study showed that 12 key factors are effective in the development of tourism in the study area, which, according to scenario analysis, leads to 36 possible situations. After analysis of possible scenarios, 3 scenarios with very high scores and a high probability of occurrence, 11 plausible scenarios and 3471 scenarios with a low probability have been shown in the development of tourism. In addition, a static scenario with a favorable trend is known to be the most probable scenario. Finally, strategies and policies have been proposed for tourism development in the study area according to the selected scenario

Currently, medical tourism is a thriving tourism market with annual revenue of $ 60 billion worldwide, so the number of countries seeking to provide medical facilities and services to international tourists is increasing. Many countries are already developing legal, and service plans to develop this industry. With the significance of these issues in mind, the present study aims to investigate and analyze the factors affecting the demand for international medical tourism in Ahvaz metropolis. The study employed a descriptive-analytical research design, applied-theoretical research method, a survey approach. The Pearson correlation coefficient results for investigating the effect of independent research variables on the dependent variable confirm the effect of independent variables of rules and regulations; business environment and infrastructure; human, cultural, and natural factors; economic factors; and communication factors with coefficients of 0.674, 0.228, 0.301, 0.884 and 0.402 on the dependent variable “international medical tourism demand” in the metropolis of Ahvaz, respectively. For investigating the difference between the status quo (objective) and the desired (subjective) status of international medical tourism demand indicators in Ahvaz, the paired t-test indicates a gap. Obtaining a value of 0.50 for the GoF in the SEM confirms the effect of the independent variables on the demand of international medical tourism in Ahvaz metropolis and the desirability of the research measurement model’s quality

Working on Customer Relationship Management (CRM) has an enormous impact on the activities in the tourism industry. But the success rate in CRM system implementation is too low, and failure has been seen in more than 70% of these projects. The purpose of this study is to provide a model for the successful implementation of a customer relationship management system in the tourism industry. This applied research is exploratory in nature and uses the grounded theory approach to study 35 tourism companies over a year. CRM project managers in these organizations participated in interviews, and their documents have been observed and analyzed. The results showed that successful CRM implementation in the tourism industry requires management support, organizational culture and belonging, and appropriate corporate literacy. Information Technology (IT) infrastructure and budget constraints are barriers to the deployment project. Integrating organization processes, training managers and staff, encouraging and punishing employees, strategic alignment, providing the technical infrastructure, providing sufficient customer recognition, and suitable budget development were identified as the prescriptive actions (or strategies) for successful implementation of CRM systems.

this study seeks to investigate the effect of destination brand authenticity and destination brand self-congruence on brand engagement and loyal behaviors (revisit intention and recommendation intention). This research is an applied research that has been done by descriptive method and is of correlation type. The statistical population of this study includes tourists who visited Naghshe Jahan Square in Isfahan in the summer of 2021. 384 people were determined as the sample size using Cochran's formula, who were selected using non-random sampling method. In order to collect data, a standard questionnaire was used, the validity of which was confirmed by a survey of experts and its reliability was confirmed by calculating Cronbach's alpha. The collected data were analyzed in two sections of descriptive statistics with SPSS software and inferential statistics. To test the hypotheses, structural equation modeling method and AMOS software were used. The findings of the analyzing eight hypotheses of this study indicate that the destination brand authenticity and destination brand self-congruence have a positive and significant effect on destination brand engagement, revisit intention and recommendation intention. The results also showed that destination brand engagement has a significant effect on the revisit intention and recommendation intention of Naghshe Jahan Square

Lack of sufficient investment in the tourism industry has made the growth and development of this industry difficult. Therefore, the purpose of this study is to identify and model the factors affecting the attraction of investors in the tourism industry in Ardabil province as one of the most visited tourism destinations in the country using qualitative research methods and systematic grounded theory. According to the applied objectives of the research, the population includes managers and officials of the general directorate of cultural heritage, handicrafts and tourism of the province, potential and actual activists and investors in the field of tourism and university experts are with at least 5 years of experience in related to tourism management, investment and marketing. The selection of these samples was done using purposive sampling method and semi-structured interviews with 5 general questions were continued until the realization of saturation in interview 25. Data analysis in three stages of open, axial and selective coding led to the extraction of 54 concepts, 18 sub-categories and finally 7 main categories from the integration and classification of concepts. Based on the proposed model, the investment intention of investors as a core category; tourism environment and investment attraction management as causal conditions; The quality of tourism infrastructure as a context conditions; social factors of prevailing in the region as Interferer conditions; supportive practices are considered as a strategy and finally strengthening the position of tourism as a result of the implementation of strategies

Recently, Iran has been facing economic problems and the latest technologies can help to overcome or facilitate its progress. Blockchain is one of the emerging technologies in the new era that through in-depth study on this topic and finding appropriate operational solutions can promote the tourism marketing. The present study follows three main objectives 1) to investigate the positive dimensions of blockchain in Iran's tourism boom, 2) to recognize the negative dimensions of blockchain in Iran's tourism boom, 3) to identify the appropriate strategies to manage the effective application of blockchain in Iran's tourism boom. Thematic analysis was used in this study. The results of data analysis illustrated that the positive dimensions of using blockchain in Iran's tourism can classified in 7 categories such as: To facilitate financial transactions in tourism, to eliminate of intermediaries in tourism, To facilitate contracts in the field of tourism, to facilitate travel planning and process, to facilitate validation and authentication, etc. In addition, the negative impacts of blockchain was also classified in 7 categories as follow: Lack of knowledge and acceptance of this technology, the inherent limitations of this technology, etc. Furthermore, the results of thematic analysis demonstrated several appropriate operational solutions which can promote tourism in Iran: policy making for use of blockchain technology in tourism; introducing the types and tourism segments which can be more active by using blockchain t; culturization organizing educational programs and workshops regarding using blockchain and its services; attracting foreign investors in the field of tourism

From the point of view of strategic resource، based approach, achieving sustainable competitive advantage can be achieved through intangible assets and capital, of which organizational reputation and mental image are the most important of these assets. Mental image is interpreted as a concept of a tourist place that remains in the mind of the tourist using associations. Unfortunately, most studies have considered the mental image of tourist destinations as a cognitive assessment (estimation), only a small number of studies have used both cognitive and emotional components in understanding the overall image of the destination. In general, it is important to consider the cognitive and emotional components of the destination image. Today, a suitable environment is one of the basic indicators and criteria in choosing tourist destinations, which can include all the material and spiritual effects of the human environment (Amanpour et al., 2017). This issue has received less attention in our country. The subject of this study is District 12 of Tehran, this district is central in Tehran. Region 12 is one of the important tourism centers as a valuable and unique capital of historical antiquity, the existence of valuable cultural and religious monuments in the national and international territory and with excellent conditions and is known as one of the major tourism centers in Iran and the world. This study examines the mental image of tourists with emphasis on creative tourism by considering and enumerating the concepts that exist in the mental image literature and the development of creative tourism.