نشریه مطالعات مدیریت گردشگری
پیاپی 62 (تابستان 1402)

This research has been achieved at the aim of recognizing the type of dominant rationality on the Vision Plan of Tourism in Iran. Tourism planning has experienced noticeable changes under the influence of transformations in the philosophical and social paradigms in recent decades. The research based on interpretive epistemology and regarding the methodological aspect considered as a qualitative research. Archival studies and thematic analysis with the exploratory purpose were used for data gathering as well as analysis. On the basis of this study findings, Instrumental rationality with 48 themes out of 71 and its correspondent theory that is rational planning has been dominant on the Vision Plan of Tourism in Iran. Also, we observed the slight share of other types of rationality among the themes recognized in the Vision Plan. Analysis and comparison of the share for each type of rationality made it clear that coordinative rationality has been ignored.

While traveling, tourists are looking for memorable experiences and often their decisions are influenced by the same experiences they have gained from the destination. With aim of extraction the memorable experiences of tourists from rural destinations, ZMET approach was used. Based on theoretical saturation, an interview was conducted with 35 tourists who traveled to the villages of Mashhad, Neyshabur and Torghabe-Shandiz counties and had more than 83 mental involvements with these destinations. 9 originator constructs and 11 destination constructs were extracted, the most frequent originator construct was "natural landscape of the village", which created memorable experiences like"silence and peace","feeling of freshness and liberation"and "pleasantness"in tourists. The theoretical literature in the field of memorable experiences from rural destinations is very limited, so this study provides a new understanding regarding the formation of memorable experiences from rural destinations, which is used by managers of rural destinations to attract more tourists and loyalty.

Understanding the role of electronic customer relationship management in facilitating destination selection from the perspective of managers and senior marketing experts of active travel and tourism agencies in Tehran, is the main purpose of this study. In addition to this main goal, several sub-goals were adopted in order to better understand the elements and components of electronic communication with the customer, The present study has been through qualitative method with the aim of providing a model explaining the role of ECRM in facilitating destination selection. Therefore Grounded theory method and a non-probabilistic purposive sampling was used in to determine sample of study. Use of grounded theory method tools such as data fragmentation, open coding and axial coding led to the identification of six main categories of causal conditions, subject-oriented, contextual or environmental conditions, intervening conditions, strategies and consequences.

The purpose of this research was to present the brand intelligence model in tourism start-ups and test the validity of that model. In the qualitative part, the grounded theory approach was used. In this section, 6 university professors and 18 tourism start-up brand managers were interviewed using the snowball sampling method. In the quantitative part, the statistical population included managers and employees of tourism start-ups. By using the simple cluster sampling method, 384 questionnaires were finally collected. In this section, structural equation modeling was used to analyze the research data. According to the results, structural, management, and internal and external content factors (causal conditions) influence tourism brand intelligence. Research findings confirmed the effect of brand intelligence, background factors (economic, socio-cultural, and political awareness), and intervening factors (cultural, human, financial, and technological factors) on strategies and the effect of these strategies on the consequences of brand intelligence.

This research was conducted with the aim of designing and explaining the marketing model in Iran's medical tourism industry.The purpose is in the field of developmental research, which is carried out with a qualitative method. The statistical population in the qualitative phase includes the managers of medical tourism facilitating companies and the managers of the department of international patients in Tehran hospitals, , of which 15 people were selected purposefully and non-randomly. The main tool of data collection is semi-structured in-depth interview. Qualitative data analysis was done with the method of data base theory and using MAXQDA software. In the quantitative section, the statistical population includes all patients who refer to hospitals in Tehran , based on which a sample of 384 people was selected using Morgan's table. Data collection was done in the quantitative section using a questionnaire and data analysis was done with the partial least squares method

The main goal of the current research is to predict the ethical purchase intention of sustainable products in the circular business model through the behavior of customers/tourists using artificial neural network (ANN). The statistical population of the present study are customers/tourists who have used the products/services of Gargop restaurant. Sampling was done based on Morgan's table and 384 people were examined through a questionnaire. The results indicate that as much as the input variables include attitude (willingness to pay more money, attitude towards circular business models), perceived value (social value, functional value and value) and awareness (awareness of Ethical product/service and brand awareness) have a higher value, it is expected that the ethical purchase intention will be stronger. The present study by examining the behavioral factors of customers to the collection of literature related to circular business models and also Sustainable development helps.

Rural tourism as a global industry has been considered an effective solution for rural development. One of the most important issues in rural tourism is that it is community-based. Community-based tourism aims to create economic benefits and improve the quality of life for the local communities. The first and most important principle in community-based tourism is the participation of all stakeholders in the planning and development process. However, in developing countries, its realization has been faced with problems. This research was conducted to analyze the components of community-based rural tourism development in Marivan and Sarvabad cities.

The statistical population was the villagers over 15 years old (women and men, marginal strata, and local elites) in the villages with high potential for tourism in Marivan and Sarvabad Counties of Kurdistan province. A survey method was used to collect information. The data collection tool was a researcher-made questionnaire. In addition to dispersion and centrality statistics, inferential tests of mean comparison and exploratory factor analysis were used to analyze the data.

From the point of view of different strata of rural society, the most important component of community-based rural tourism development is "inclusiveness and horizontal networking. " In this regard, facilitators and governmental and non-governmental agents of rural tourism should consider a suitable mechanism to strengthen the dialogue and exchange of opinions between the representatives of different sections of the villagers, the participation of the poor sections in the decision-making and planning process, and the division of social responsibilities among the villagers. "Empowerment and strengthening of infrastructures" are the second component that can be effective in developing community-based tourism, especially by creating a sense of collective identity among villagers and education and raising awareness. "Open and demand-oriented innovation" has been the third effective component in developing community-based tourism. In this regard, it is emphasized to use the advice and help of external experts and produce local products based on market needs. The fourth component, "preserving local authenticity," is another important component in developing community-based rural tourism. Strengthening the sense of belonging and employing villagers will preserve and strengthen cultural authenticity and realize the community-based approach. The last extracted component emphasizes profit and fair participation as a condition for realizing the community-based approach in rural tourism development.

This study can play a major role in providing correct insight to the authorities on promoting local communities’ participation in the tourism industry and their benefits. Among the solutions that are suggested concerning the topic of the present study is the emphasis on the development of low-cost rural tourism projects, which by providing the gradual and successful entry of marginalized groups into the process of planning and development of rural tourism at the end, lead to the empowerment of the people experiencing poverty and the use of the high potential of rural women.