نشریه گردشگری شهری
سال نهم شماره 3 (پاییز 1401)

Cities are one of the most important tourist destinations; they need the attention of managers and urban planners. Because tourism in many cities and countries has been able to cause high economic returns and get rid of the single-product economy. Therefore, tourism development and tourist attraction are significant, especially in developing countries such as Iran. What is certain is that just attracting tourists to a tourist destination can't guarantee the success of the destination in tourism because success in tourism is to provide the necessary conditions for tourists to be loyal to the destination. Loyal tourists generate a sustainable income for the tourist destination. As a communication channel, they share the desired destination information with friends, relatives, acquaintances and other potential tourists. Their statements are a good advertisement for the tourist destination. Many studies consider loyalty to the destination critical to the sustainable development of tourism destinations because the tourism industry relies heavily on loyal visitors. Therefore, it is important to study the degree of loyalty, attachment and satisfaction of tourists to urban tourism destinations and the factors that affect their loyalty to help stakeholders improve urban tourism destinations and their adaptation to the needs of tourists. This study has studied the city of Rasht as a well-known urban tourism destination. This city is considered the largest and most populous city in northern Iran and the country's third most visited tourist city.

The study aims to assess the extent of tourists loyalty, attachment and satisfaction of tourists to the Rasht tourism destination. this study is applicable in terms of method, descriptive - analytic and in terms of purpose, and seeks to answer the following questions: how much tourists are loyal to the Rasht city? What is the degree of satisfaction of tourists to Rasht tourism destination? To collect data from a five-level Likert questionnaire from completely agree to disagree, 404 questionnaires were completed by tourists using the Convenience Sampling method. The statistical population of this study includes visitors to the tourist destination of Rasht who have visited this city at least once. First, the reliability of the research items was confirmed by Cronbach's alpha test (α = 0.981), which shows the very high internal validity of the items. Then, the data obtained by SPSS software were evaluated using Friedman ranking tests, binomial and stepwise regression.

This result shows that the tourists who traveled to Rasht had a relatively high level of satisfaction with their visit and experience in this city. Also, the results of the regression test show that the attachment index of tourists has the greatest impact on the loyalty index of tourists to The tourist destination is Rasht. This means that the predictor variable has been able to predict 62.9% of the variance share of the criterion variable, and in other words, 62.9% of the variance share of the tourist loyalty variable is only from the tourist attachment variable. Also, according to the correlation coefficient of these two indices (0.793), which is very high, it can be said that this index has a significant effect on the loyalty of tourists.

The present study results showed that several factors affect the loyalty of tourists to urban tourism destinations. One of the remarkable results of this research is the high impact of tourists' attachment Indicator on their loyalty to tourism destinations. Therefore, Rasht city management can take a practical step in promoting tourist loyalty by increasing tourists' attachment and improving this indicator's situation. Therefore, the city manager of Rasht, by reducing the cost of travel to this city and the costs related to accommodation, will improve the perceived value Indicator in this city to attract more tourists to the city Rasht.This research includes concepts for planners and managers in the field of tourism to meet the demands and expectations of tourists by adopting methods and provide unique experiences in line with the development of tourism and meeting the needs of tourists. In order to expand and complete the contents of this section, taking into account the characteristics of the study sample as well as the findings and results obtained, suggestions can be made to improve the level of attachment and loyalty of tourists in Rasht city:• Improving the individual and group skills of residents in order to increase creativity in providing recreational and tourism services. Increasing the use of native capacities of Rasht city in the field of holding traditional and ritual ceremonies. The use of social networks by the local management to introduce the tourism elements of Rasht city. Strengthening the public spaces and tourism axes of Rasht city in order to increase the sense of belonging of tourists. Development and strengthening of welfare infrastructure (such as entertainment centers, arts, etc.) in tourism areas. The use of successful global experiences of tourism development and its correct adaptation and localization in the study sample.

Today, the most valuable marketing tool used by tourism businesses to gain a competitive advantage is experience. Ecotourism residences are among the sectors of the tourism industry that can gain a lot of benefits by providing rich and memorable experiences to tourists. The purpose of the current research is to identify the drivers and obstacles that exist in the path of realizing these experiences in the eco-tourism residences of Semnan province. To achieve this goal, 17 people of owners of ecotourism residences in Semnan province were interviewed. Data analysis was done using the thematic analysis technique. From the point of view of the owners of ecotourism accommodation, on the one hand, there are drivers (such as administrative-institutional factors, technological factors, and socio-cultural factors) and on the other hand, there are obstacles (such as socio-cultural, environmental, educational, economic, infrastructural, institutional-organizational and weakness in Marketing) exists for the development of experience-oriented tourism. Paying more and more attention to the creation of stimuli makes the owners of the ecotourism accommodation offer a richer and more memorable experience to the tourists. This will strengthen the development of experience-oriented tourism. On the other hand, neglecting to remove the obstacles and limitations will make the success of the accommodations in providing a rich experience to tourists and as a result, the speed of development of experience-oriented tourism in the ecotourism accommodations of Semnan province will decrease.

The increase in future studies in tourism can be found in the fact that future discussions help government and private organizations in the field of tourism to clarify the future and make the right decisions. Among the various methods of future studies, scenario planning is considered a method along with measuring the amount of risk and creativity. Decision-makers and experts in the tourism industry in a world full of change and transformation need to develop new approaches, predict, and prepare for the future. Future studies in the field of tourism helps organizations and institutions related to tourism make the right decisions by providing data such as the amount of risk, success, and required capital. On the other hand, in order to increase competitiveness and create a relative advantage in the tourism industry, there is no other choice but to predict the future. The most obvious starting point would be to consider the types of visitor markets they are looking to develop. This research aims to answer the following goals by identifying the driving forces affecting the prosperity of the tourism industry in the Mako free zone while recognizing the capacities of regional development:• Discovery and identification of vital drivers affecting the tourism status of Mako free zone;Developing optimal scenarios and strategies for the economic prosperity of the tourism sector.

Considering the nature of the data and the impossibility of controlling the behavior of the effective variables in the problem, the current research is non-experimental. In this research, the cross effects matrix method from positivism, the Delphi technique from positivism, and the integration of quantitative and qualitative analysis resulting from the collaborative method have been used. In the first part, to rank and extract the impact matrix of the factors identified in the research on each other, Micmac and Scenario Wizard software have been exerted. The believable states, the separation of scenarios, and the spectrum of optimal triangles to the crisis in the tourism industry's prosperity have been identified with a foresight approach. It was also used to identify possible states from among the believable futures through scoring based on the Likert scale. By identifying external factors using PESTLE analysis in the Meta-SWOT software environment, opportunities and threats were grouped in economic, social, political, technological, legal, and environmental dimensions. In the final part, using the results of the environmental assessment and knowledge of the current situation, possible scenarios were presented. The best scenarios were selected to achieve the defined goals by testing these scenarios.

According to the impact matrix and potential direct and indirect dependence, it can be said that three drivers of commercialization policy and removal of economic, administrative, and political obstacles (HP1), security and political stability (GJ1), and marketing, identification and advertising (SP6) and government investment (GI5) are in the first rank of direct and indirect influence. And three drivers of production technology (L5), tax rate, cost, price level (L6), and domestic economic fluctuations (T1), are ranked first in direct and indirect impressionability. The grouping of scenarios shows that the scenarios of the first group include desirable conditions with approaches based on competitiveness, investor support, and sanctions adjustment, which include the best and most desirable possible conditions for the improvement and prosperity of tourism. In the scenarios of the second group, the differentiating factors are the difference in the amount of desirable and static states and crises. In terms of frequency, this group has the highest number of static situations among other scenarios. The scenarios of the third group are critical and unfavorable conditions, the impossibility of tourism development. This group of scenarios includes the crisis and the 12th and 13th scenarios. In terms of frequency, this group has the highest number of crises among other scenarios, so 0% of desirable situations, 13% of static situations, and 87% of crises. Among the factors affecting the tourism industry, five high-level priorities with the greatest weight were extracted; that the first factor in this process is security and political stability and commercialization policy strategies and removal of economic, administrative, and political barriers, sectoral and cross-sectoral participation, and cooperation, decision-making process, and stakeholder participation; Along with these macro factors, trends with negative effects such as the quality of tourism business systems, media and advertising, the effect of climate change and the reduction of biological resources, economic fluctuations and trade barriers are significant.

The creation of free zones is one of the most important means of economic development, which, if successful, has been associated with significant achievements for developing countries in particular. According to the strategic map, the three principles of resources and capabilities (macro trends), effective external factors, their proximity to each other, as well as the size of the bubbles, and their coordinates or weight were analyzed. And it was found that among the factors affecting the tourism industry, five high-level priorities with the most significant weight were extracted; which include security and political stability and commercialization policy strategies and removal of economic, administrative, and political barriers, sectoral and cross-sectoral participation, and cooperation, decision-making process and stakeholder participation. Along with these macro factors, trends with negative effects such as the quality of tourism business systems, media, and advertising, climate change and the reduction of biological resources, economic fluctuations, and trade barriers are significant.

During the last half-century, tourism as an economic and social activity has grown and developed significantly and is considered a complex and expanding activity and an effective medicine to improve conditions’ living, employment, and culture. According to many experts, tourism is a part of a country's economy that is primarily related to entrepreneurial activities; because tourism is an industry that improves people's lives by creating foreign exchange income, creating jobs, and balanced income distribution at the regional and local level. In other words, this industry has much potential to create many small businesses and can help develop employment. At the beginning of 2020, while the tourism industry was trying to analyze and plan proposals based on traveler behavior worldwide, on March 11, 2020, the World Health Organization declared the coronavirus (Covid-19) a pandemic. The virus first started in Wuhan, China, but quickly spread to other parts of the world due to limited testing capacity in some countries. Due to tourist attractions, Iran has not been spared from this damage, and an important part of the domestic and foreign tourism industry has suffered. Therefore, in the present study, the researcher intends to adopt an entrepreneurial approach to the presentation of the tourism entrepreneurship model in pandemic crises (Covid 19) and answer the main questions as following:1) What is the tourism entrepreneurship model in pandemic crises (Case study: Covid-19)? 2) What factors influence the formation of this model?

The present study is part of qualitative and fundamental researches in terms of method and purpose, respectively. The data foundation theory method has been used to extract the theory.In order to collect data in the present study, in-depth semi-structured interviews have been used. The statistical population of the study is academic experts and managers and activists of the tourism industry in West and East Azerbaijan who were selected using purposive and theoretical sampling. After conducting 14 semi-structured interviews, the data analysis reached theoretical saturation in the present study, but we continued until interview 18 to ensure and obtain valid data.

After conducting interviews and collecting information, the obtained codes in different sections were analyzed using the systematic approach of Strauss and Corbin. After performing the three open, axial, and selective coding steps, the researcher obtained the final model. The final model consists of 66 concepts extracted from the interviews, in the form of 14 categories and contextual categories, causal conditions, interventionist conditions, strategies, and finally, the consequences and results of tourism entrepreneurship in pandemic crises.

Causal conditions: 

These factors indicate the reasons for the occurrence of the phenomenon under study. The main category in this research is the design of the tourism business model with an entrepreneurial approach in crises such as the Covid-19 pandemic, and this central category has emerged under a series of causal conditions. Four categories of demand reduction for services, tourism products due to the outbreak of the disease, the need to adhere to health protocols caused by the epidemic, reduced people's purchasing power, and environmental and legal constraints were identified as causal factors in the proposed model.

Contextual conditions: 

These factors include the contexts affecting the formation of tourism with an entrepreneurial approach. In this study, three categories of basic infrastructure for the development of tourism services, the culture and public determination of the community in preventing the corona and the integration of the tourism industry supply chain, and the potential and resilience of businesses in the industry were classified according to contextual conditions.

Intervening conditions: 

These conditions refer to those factors that indirectly affect the development of tourism with an entrepreneurial approach in pandemic crises (Covid-19). In this study, two factors of epidemic severity and investment risk during the disease outbreak were identified in the category of intervening factors.

Strategies: 

Include reactions and interactions to deal with the central category (phenomenon). In this study, there are three strategies categories of using and developing IT-based tools for smart travel, crisis management in the tourism industry, and promoting domestic travel according to health protocols to boost domestic tourism.

Based on the findings of this study, the correct implementation of the proposed strategies leads to the realization of three main consequences of maintaining and prosperity of tourism businesses, strengthening the tourism industry, and creating a new tourism market for the post-corona era.Despite the post-Corona pandemic constraints, there are unprecedented opportunities for re-use of the tourism industry. Unrepeatable opportunities for redevelopment, in accordance with the principles of sustainability that eliminate dark aspects.

Loyalty to the tourist destination is one of the critical challenges in tourism development. Tourist satisfaction is one of the necessary conditions for the success of the tourism industry; If it creates long-term benefits, it is the foundation of tourists' loyalty. Therefore, the present study was developed to investigate the factors affecting the loyalty of tourists to urban tourism destinations using the interpretive structural model approach. In terms of results, this research is considered part of applied research; Because it seeks to design a structural interpretative analysis model of factors affecting tourists' loyalty to tourist destinations. In terms of the purpose of conducting this research, it is part of applied research. The research approach of this study is inductive-deductive in terms of data collection logic. The statistical population was university professors and experts in the desired subject area, and 20 university professors and experts in the field of research were selected to conduct the research. The results of the implementation of the ISM model showed that the desired model includes five levels. The most influential is the fifth level. The fifth level had the most factors, which includes the factors of the quality of the behaviour of the host community, cultural values and customs, the variety of tourist attractions and the quality of services. Also, the results of the implementation of the Mik-Mac model showed that among the investigated factors, 4 factors were included in the driving cluster, 4 elements were included in the connected cluster, and 2 factors were included in the dependent cluster

Considering that the loyalty of tourists makes them revisit the destination, recommend the destination to others, and encourage friends and acquaintances to visit it, therefore, a proper evaluation of the factors affecting the loyalty of tourists in retaining tourists, developing tourism marketing strategies, followed by the sustainable development of tourism, has a significant impact, which can also cause the economic prosperity of the tourism destination. Therefore, it is necessary to investigate and identify these factors and stimuli in different studies. With its many historical, cultural, and natural attractions and special geographical location, Khoy city can play a powerful role in attracting tourists and developing the tourism industry. Considering suitable and important historical-cultural potentials such as Shams Tomb, which have made an area prone to tourism development, the existence of such valuable historical attractions in this city can make it one of the province's and country's tourism hubs. So, the efforts, cooperation, and coordination of all institutions can develop historical-cultural tourism in this province and city. The research seeks to answer the following questions regarding the role and importance of tourists' loyalty in word-of-mouth advertising and marketing in the direction of tourism development:-What are the factors affecting tourists' loyalty? and
-What is its structural and interpretive model?

In terms of results, this research is considered part of applied research because it seeks to design a structural interpretive analysis model of factors affecting the loyalty of tourists to tourist destinations. In terms of the purpose of conducting this research, it is part of applied research. In fact, the research approach of this study is inductive-deductive in terms of the logic of data collection; for this purpose, first, by examining the theoretical and theoretical foundations of the research, the factors affecting the loyalty of tourists were identified, and based on the analogical approach, it was tried to design the important and influencing factors on the loyalty of tourists to tourist destinations based on the interpretative structural modeling method. The tool for gathering information is a questionnaire based on an interpretive structural model. The statistical population was university professors and experts in the desired subject area, who were selected by purposive sampling. It should be mentioned the targeted sample is divided into two categories: quota and judgmental sampling. In this research, judgmental sampling was exerted. Therefore, in this research, 20 university professors and experts in the field of research were selected from the purposeful judgmental sampling to conduct the research. Also, in order to answer the research questions, structural-interpretive modeling technique was used in MATLAB software environment.

The findings of this research showed that the research model consists of five levels. The fifth is the most influential level, including four factors such as quality of behavior of the host community, cultural values ​​and customs, variety of tourist attractions, and quality of services. This level directly affects the factors of the fourth level, which is the city's identity. The fourth level also directly affects the third level, which includes the perceived value, reputation, and credibility of the destination. The third level affects the second level factors, which include the two components of the destination image and place attachment. Finally, the second level affects the first level, which consists of the satisfaction with the destination. The results of the MICMAC analysis of the identified factors showed that in the first area (independent cluster), none of the identified factors were placed in this area; in the second area (dependent cluster), factors of satisfaction with the destination, and the image of the destination were located; in the third area (linked cluster) the factors of place attachment, perceived value, city identity, and reputation and credibility of the destination were placed. In the fourth cluster (stimulator cluster), the factors of the quality of behavior of the host community, the quality of tourism infrastructure and services, cultural values ​​and customs, and the variety of tourist attractions were placed. These factors have a strong influence and low dependency, and to create more tourists' loyalty to tourism destinations, these should be a priority.

This research aimed to design an interpretive structural model of the factors affecting tourists' loyalty to tourist destinations using the ISM approach. Therefore, to achieve the goals considered in this research, it was tried to examine the layers affecting the tourists' loyalty to tourism destinations after identifying the factors through the formation of the achievement matrix. The fifth level is the most influential, which includes the four factors such as the quality of the behavior of the host community, cultural values ​​and customs, the variety of tourist attractions, and the quality of services. In explaining the results of this section, it can be said that when tourists perceive a service's performance and the host community's behavior as equal to or beyond their expectations, they will be satisfied. As international tourists, they will have a positive image in their mind. The quality of behavior of the host community can be effective in choosing or not choosing a special destination for tourists. Therefore, the host society includes two groups of local people (workers and citizens). These people are among the important factors in attracting. This type of strategic approach in the field of urban tourism has forced many companies to evaluate the quality of the behavior of the host community as a brand in competitive conditions.

The prosperity of tourism in each region depends on the conditions and characteristics of that region, so identifying the factors affecting the development of tourism in each region is the first step to develop tourism there. The present study tries to evaluate the factors affecting the development of tourism in Bojnourd according to the natural and human context of the region. This research is a descriptive-analytical research in terms of applied purpose. The statistical population in the present study was two groups, the first group includes hosts and trustees of tourism units who after identifying and determining the most important places and tourist attractions of Bojnourd, which were 75, a total of 300 people were selected as a statistical sample and the second group includes related experts. With tourism affairs, a total of 50 people were selected as a statistical sample for this group. Findings showed that among the factors affecting tourism development according to the trustees, among the 4 main indicators, the highest average was related to the environmental index with an average of 4.1 and the lowest average was related to the socio-cultural index with an average of 3.08. Also, according to experts, among the factors affecting tourism development, the highest average is related to "infrastructure factors" with 3.8 and the lowest average is related to "socio-cultural factors" and is equal to 3.1. The final results obtained in the present study showed that the key strategic factors resulting from the present study can be in the focus of managers and planners in Bojnourd, creating a suitable opportunity for sustainable development of the region based on tourism, achieving the desired position of the region. In the field of domestic and even international tourism and the transformation of North Khorasan and Bojnourd city into a sustainable and competitive international tourism destination, which has led to economic prosperity and ultimately leads to job creation, productivity of local industries,The prosperity of tourism in each region depends on the conditions and characteristics of that region, so identifying the factors affecting the development of tourism in each region is the first step to develop tourism there. The present study tries to evaluate the factors affecting the development of tourism in Bojnourd according to the natural and human context of the region. This research is a descriptive-analytical research in terms of applied purpose. The statistical population in the present study was two groups, the first group includes hosts and trustees of tourism units who after identifying and determining the most important places and tourist attractions of Bojnourd, which were 75, a total of 300 people were selected as a statistical sample and the second group includes related experts. With tourism affairs, a total of 50 people were selected as a statistical sample for this group. Findings showed that among the factors affecting tourism development according to the trustees, among the 4 main indicators, the highest average was related to the environmental index with an average of 4.1 and the lowest average was related to the socio-cultural index with an average of 3.08. Also, according to experts, among the factors affecting tourism development, the highest average is related to "infrastructure factors" with 3.8 and the lowest average is related to "socio-cultural factors" and is equal to 3.1. The final results obtained in the present study showed that the key strategic factors resulting from the present study can be in the focus of managers and planners in Bojnourd, creating a suitable opportunity for sustainable development of the region based on tourism, achieving the desired position of the region. In the field of domestic and even international tourism and the transformation of North Khorasan and Bojnourd city into a sustainable and competitive international tourism destination, which has led to economic prosperity and ultimately leads to job creation, productivity of local industries,The prosperity of tourism in each region depends on the conditions and characteristics of that region, so identifying the factors affecting the development of tourism in each region is the first step to develop tourism there. The present study tries to evaluate the factors affecting the development of tourism in Bojnourd according to the natural and human context of the region. This research is a descriptive-analytical research in terms of applied purpose. The statistical population in the present study was two groups, the first group includes hosts and trustees of tourism units who after identifying and determining the most important places and tourist attractions of Bojnourd, which were 75, a total of 300 people were selected as a statistical sample and the second group includes related experts. With tourism affairs, a total of 50 people were selected as a statistical sample for this group. Findings showed that among the factors affecting tourism development according to the trustees, among the 4 main indicators, the highest average was related to the environmental index with an average of 4.1 and the lowest average was related to the socio-cultural index with an average of 3.08. Also, according to experts, among the factors affecting tourism development, the highest average is related to "infrastructure factors" with 3.8 and the lowest average is related to "socio-cultural factors" and is equal to 3.1. The final results obtained in the present study showed that the key strategic factors resulting from the present study can be in the focus of managers and planners in Bojnourd, creating a suitable opportunity for sustainable development of the region based on tourism, achieving the desired position of the region. In the field of domestic and even international tourism and the transformation of North Khorasan and Bojnourd city into a sustainable and competitive international tourism destination, which has led to economic prosperity and ultimately leads to job creation, productivity of local industries,

One of the activities developed after the second half of the twentieth century, following factors such as globalization, the development of capitalism, the growth of means of transportation, and the development of technological communications, is tourism. In fact, the development of the tourism industry has significant benefits compared to the development of other types of industries. As a result, most regions around the world are competing with each other to enjoy its benefits, especially the high share of revenue as well as the increase in employment resulting from the development of this service industry. Therefore, planners and managers of various destinations have taken steps to meet this demand and also to continue to be competitive in order to benefit from all available and accessible tourism resources. In the meantime, one of the keys and influential factors in utilizing tourism capacities and organizing destinations, especially urban destinations, is urban management. The development of urban tourism with the promotion of quantitative and qualitative dimensions and with maximum efficiency is closely related to the good urban management in using effective methods of organizing and managing this industry in cities. Thus, the present study seeks to identify and investigate the effective components of urban management and its role in the tourism development of Tabriz metropolis and answer the following question:-What is the role of urban management components on tourism development?

The present research is practical and, in terms of content and method, is in the category of descriptive-analytical research. The required information was collected through library and field methods. In this way, theoretical concepts were first explained in order to clarify the issue. Then, for a more coherent and efficient discussion of the region, the components of urban management (four components) and tourism development (three components) were collected in accordance with the literature and theoretical foundations and experts. The statistical population of the present study includes experts and specialists in the field of tourism, geography, and urban management, and the volume of the statistical sample in this research was calculated through Sample Power software equal to 100 people. The sampling method is also simple random. SPSS and Smart PLS software programs have been exerted in order to study descriptive statistics and analyze the collected data to discover the effect of each factor on the dependent variable of tourism development, respectively.

According to the results, it was clarified that among the components of urban management, integration between urban institutions with a coefficient of 0.698, urban infrastructure with a coefficient of 0.529, urban services and facilities with a coefficient of 0.296, and financial and human resources with a coefficient of 0.106 have the most significant impact on tourism development, respectively. Also, based on the results, the most manifestation of the components of urban management in tourism development can be seen in the dimensions of socio-cultural with a coefficient of 0.867, economic with a coefficient of 0.700, environmental with a coefficient of 0.594.

In the present study, its main purpose was to identify the components of urban management and explain the role of each component on tourism development. After reviewing the existing theoretical foundations, four dimensions of urban infrastructure, tourism services and facilities, integration of urban institutions, and financial and human resources for urban management were extracted. Also, three socio-cultural, economic, and environmental dimensions were considered for tourism development. Then, in order to explain and investigate the impact of each component of urban management on tourism development, Smart-PLS software was employed.According to the results, it was found that the components of urban management have a positive and significant effect on the development of tourism in Tabriz so that the integration of urban institutions (0.698), urban infrastructure (0.529), urban services and facilities (0.296) and financial and human resources (0.106) have the greatest impact on tourism development, respectively. Are. These results indicate the importance of integration between urban institutions among the components of urban management to achieve more significant tourism development among experts and specialists in the field of tourism and geography and urban management. Moreover, the most manifestation of the use of urban management components in tourism development in accordance with the results can be seen in the socio-cultural dimension, which includes items such as a sense of belonging to the host community, increased satisfaction and security, increased cultural and social activities, ease of access, diversity of uses. Finally, it is suggested that based on integrated urban management and attracting local and national investments, in addition to training specialized human resources, Tabriz metropolis can take more steps towards tourism prosperity and, consequently, urban sustainability.

Since a safe trip for the treatment or prevention of disease requires the presence of a wellinformed source in the field of suitable and well-equipped destinations and countries (medical tourism facilitators), in this research, an attempt is made to present the framework of the roles of medical tourism facilitators, which is a sub-branch of health tourism, in The steps before, during and after the trip are ill. In terms of the practical purpose and data collection method of the survey research, the present research included the medical tourism activists of Isfahan city and the sample number was 78 university professors, doctors, employees of tourism organizations, tourism agencies, and hotels in Isfahan city. 66 researcher-made questionnaires have been collected. Validity using the experience of experts and reliability of the questionnaire has been confirmed using Cronbach's alpha. Data analysis was done using descriptive and inferential statistics and with the help of spss software and binomial tests, Shannon's sign and entropy, and the research findings have shown that the roles of medical tourism facilitators before the trip include planning, negotiating with service providers, legal guidance and Consulting with a doctor, coordinating treatment, promotion activities to attract patients, connecting patients to medical staff, helping to find a treatment center, traveling and choosing a destination, respecting privacy, checking the legitimacy of doctors and treatment centers, planning for transportation, removing the list Long wait, visa and during the trip, including guidance to benefit from the destination facilities, pre-treatment matters, sightseeing at the destination, meeting with the doctor, establishing cultural and social relations, creating a recovery environment, high-quality, cost-effective and timely care, translation, in The next stage of the trip was to make suggestions for health at the origin, take responsibility for possible injuries after returning, continue the treatment at home, solve the patient's problems at the origin, evaluate the patient's satisfaction and the quality of the treatment.