نشریه گردشگری فرهنگ
پیاپی 14 (پاییز 1402)

In this text, we do not intend to focus on health or medical tourism, though both are worthy of further research. In this article, two concepts in the field of psychoanalysis are briefly introduced to pave the way for interdisciplinary scholars’ future research.The first concept is existentialist psychotherapy, which focuses on the existential and ultimate anxieties of human beings that stem from human “being”. This treatment is mainly based on intuition rather than experience. Humans› ultimate concerns are the conflicts caused by man›s confrontation with the realities of life. Even though such a confrontation is initially painful and scary, it is ultimately healing. These four basic concerns are «death, freedom, isolation, and meaninglessness.» What existential theorists agree on is that «now» is the most significant «time» in existential psychotherapy. In this approach, a person accomplishes inner and existential discovery and then reflects on his existential condition. This thinking is not limited to time and is about yourself. The past and memories of the individual are important as long as they make up his current being and affect how he deals with his fundamental anxieties. Existential psychotherapy is a type of psychodynamic therapy. In this paradigm, the visible behaviors of people are a function of internal processes and concealed events in their minds. The task of the existential therapist is to push aside daily worries person and make him/her think deeply about his/her four existential anxieties. The second concept that can be proposed in this field is obsessive-compulsive disorder (OCD). Obsession is an emotion or impulse that repeatedly, involuntarily, and unconsciously, and against a person›s will, enters his consciousness, and sometimes it is so debilitating that it prevents a person from doing daily tasks. Obsession is one of the most common disorders in the world. Almost one out of every fifty people suffers from this disorder at some point in their lives. This compulsion is always unpleasant and deprives the sufferer of the joy of life. Usually, very organized and perfectionist people are more susceptible to this disorder. It is interesting to note that the permanent treatment for this disorder is cognitive therapy. This means that the therapy requires the patient to change his intellectual structure, attitude, and interpretation of his life. Also, the increase of serotonin (happiness hormone) in the brain, the change of the person›s position, the change of space, and the conditions that make him do unpleasant forced work are among the boosters of this treatment path. The argument here is that «tourism» has a high capacity for treating fundamental anxiety and disorders such as obsession. Tourism is therapeutic in nature. As it is the epistemological system, it requires traveling to new places and encountering different cultures, histories, art, and customs. Tourism not only increases the knowledge and awareness of tourists but also develops their critical and creative thinking abilities. In today›s world, different types of tourism, from traveling to pristine landscapes to experiencing « slow tourism», being at the destination and embracing the unexpected without planning and perfectionism; giving more importance to quality than quantity; having a flexible schedule is something like an exploration; or «creative tourism,» which encourages interaction with living culture (and not visiting heritage) and promotes local people, from sellers to teachers, and tourists, from buyers to learners, inevitably take one out of his daily life and improve him. Inevitably, it changes his usual view of life and his perspective. It provides the conditions for experiencing an authentic life and living in the moment. Routine traps a person in regret for the past and fear of the future. Escaping from routine and breaking habits is what makes a person realize the time “now”. Tourism is an opportunity to enjoy special and exclusive experiences. Tourism is an opportunity to develop «self» and explore the culture, customs, attitude, and vision of «the other». Tourism is an opportunity to find and make meaning. Tourism is climbing Maslow›s pyramid and reaching the peak of self-actualization. Tourism is finding kindred; it is creativity, pleasure, edification, a way out of neglect, and philosophizing.Tourism puts one’s mind at rest by taking one away from the usual pressures of life; it broadens one’s perspective by familiarizing one with different environments and cultures. It reduces isolation and meaninglessness by providing the opportunity to get close to others with whom one does not know or have a relationship. It fosters personal development and growth through diverse experiences, which can be gained far from home and at the destination. It develops one’s talent and creativity through travel, and tolerance and acceptance through living with people from various cultures. It creates joy and happiness by immersing one’s body and soul in the host community, which can occur through attending traditional rites and harmonizing with the music, dance, and happiness of the people, experiencing various flavors, talking with fellow humans with different appearances and behaviors, and visiting the history of the past. Such a flow of life leaves no room for feelings of meaninglessness, isolation, fear of death, and constant obsessions.These cases demonstrate the high potential of tourism for existential therapy, healing various types of anxiety and obsession. However, establishing more specific causal correlations in “tourism therapy” requires a lot of interdisciplinary studies and research.

As the first place in the formation of human experience aspects, the house can be the basis of the thought and culture of society. These aspects of identity in the semantic system of architectural texts in traditional Iranian houses are beyond what is visible. This meaning can be found through reading, perception, contemplation, and exploration of the underlying and hidden layers of these houses.This study is based on the approach of cultural semiotics, trying to understand the structure of traditional buildings by relying on the method of cultural semiotics and discovering the hidden cultures and traditions in these houses by understanding symbolic concepts.The study is trying to answer these main questions: How are meanings formed in traditional houses of Yazd and what factors lead to the formation of the meanings?This study uses the descriptive-analytical method and is based on the cultural semiotics approach proposed by Yuri Lotman and Roland Posner. In this regard, the association or differences and conflicts between symbolic systems in the context of traditional houses in Yazd were first examined. Its previous interpretations were then reviewed, and its symbolic transformations were explained using Lotman’s cultural semiotics approach.The results suggest that the meanings in traditional houses are defined as an entrance complex and the central courtyard and are repeated as multiple texts with the correlation of all the indicators. These similarities in symbolic systems are intertwined in the whole and components, which are based on the relationship between object and context, unity and plurality homomorphism, boundedness, and interaction, and developed in the framework of the semiosphere of Yazd’s cultural space.

Handicraft art has many spiritual and material values, which is one of the essential components of cultural tourism. A society is definitely on the path of growth and development if art is one of the ways to expand cultural and economic development. Our country, with its diverse and high-quality handicrafts, can be among the leading countries in the tourism industry, but it also faces challenges. This article aims to identify the strategies and consequences of handicrafts in the development of the cultural tourism industry using grounded theory and via open and in-depth interviews and the study of related articles and documents. The research analyzes the subject during three stages open coding, axial, and selective coding using data analysis software (MAXQDA). The obtained results show that the variety of cultural and artistic products in the country can make a great contribution to the non-oil economy. If the export of handicrafts is put on the agenda, it will be profitable. The important point here is that the industry has a dialectical relationship with tourism, and handicrafts are an important part of the tourism industry and are closely related to it. The output of the model showed that the participation of villagers, artists, and cultural artisans is largely dependent on government support. For example, the import of new and diverse workshop equipment requires bank and monetary facilities as well as the support of governmental and semi-governmental cultural organizations. Also, the existence of a comprehensive system and specialized websites in the field of handicrafts is one of the important needs of this field, which will lead to the production of cultural wealth the growth of the art economy, and the elimination of unemployment in the country. Also, the existence of a comprehensive system and specialized websites in the field of handicrafts is needed seriously, which results in the production of cultural wealth the growth of the art economy, and the elimination of unemployment in the country. The result of the development of handicrafts will contribute to the development of the economy of culture, strengthening of national pride, and gross national growth.

Today, tourism needs to offer a memorable experience to gain a competitive advantage in the global market, and hope that tourists will purchase that experience. At the same time, a large portion of tourism providers still rely on tangible assets and limited locations to create such an experience, overlooking the potential of the qualitative and intangible resources of the destination and the actors involved in tourism, as well as the approaches and effective tools to actualize these potentials. This article, based on logical reasoning and through the analysis of the content of documents and relevant research, discusses the resources, approaches, and tools that enable the deepening of the tourist’s experience, to present a different form of tourism known as relational tourism. It focuses on three main subjects: qualitative and intangible resources as the key elements of a co-creative value creation approach; co-creation as the primary approach to value creation and competitive advantage; and tourism service providers as facilitators of dynamic communication between tourists and the destination, and enablers of creating a unique experience for tourists.

Ritual Tourism is a fundamental concept in the field of tourism that can breathe life and meaning into a landscape. A ritualistic landscape can be defined as a fusion of continuous historical behaviors in a space that has, over time, forged a distinct identity for that location. One such ritualistic landscape is the Haft-Cheshmeh Bridge in Ardabil, which serves as the venue for the NOUSTI ceremony. In this present study, with a special focus on this site, we delved into the roots of this ritual and explored the impact of the ritualistic landscape on people’s perceptions and its utilization potential for the advancement of tourism.This research aims to introduce the “NOUSTI” ritual alongside the Haft-Cheshmeh Bridge in Ardabil and examine the roots of this ritual and the cultural landscape’s influence on the mindset of the citizens.To fulfill the goal of the study, we used library research, field observations, interviews with local residents, and discussions with informed experts in the field of NOUSTI ritual and the cultural landscape’s impact on the bridge. The research findings were analyzed and examined using MaxQDA 2020 software.The results indicate that the NOUSTI ritual at the Haft-Cheshmeh Bridge in Ardabil has its roots in mythological beliefs, the sanctity of water, and the desires of ethnic communities stemming from social and climatic characteristics. Water, as a sacred element since ancient times, has been the primary source of life and the formation of societies for the Iranian people. Various rituals are held based on the connection with nature and the mastery of the four elements: water, fire, wind, and earth. The findings of this research can lead to a deeper understanding of the relationship between culture, landscape, and the people’s mindset in creating cultural tourism and collective behavior at this location, enhancing the sense of place among citizens. Furthermore, recognizing and developing these rituals can contribute to the development of cultural tourism and the elevation of the local identity of the Haft-Cheshmeh Bridge.

Medical tourism, as one of the aspects of tourism, has played a significant role in the sustainable development and dynamics of the economy, as well as understanding between nations and strengthening the foundations of world peace. Therefore, the current research was carried out to identify, introduce, and present a suitable model of therapeutic tourism potential in Kermanshah province. This study employed grounded theory, which is a qualitative method. The statistical population of the research is 8 hospitals with an active IPD department in the center of Kermanshah province. A semi-structured interview was chosen as a data collection method. To achieve theoretical saturation, the entire society associated with foreign patients was consulted. The results of the interviews with these experts were reported in the form of themes of referral motivation, financial incentives, accommodation incentives, transportation, and changing the structure of treatment centers. The theme of referral motivation includes five general components and twenty-two indicators; the theme of financial incentives includes three general components and fourteen indicators; the theme of accommodation and transportation incentives includes three general components and ten indicators, and the theme of changing the structure of treatment centers includes two general components and fifteen indicators. Finally, the final model of the research was drawn and practical suggestions were presented to the managers of the health and treatment fields in Kermanshah province

The main goal of the research is to present a digital marketing model for the development of the hotel industry (Kish Island study). The method used in the qualitative part of the research is foundational data theory, in order to collect data in the qualitative part, a semi-structured interview tool was used, and in the quantitative part, a questionnaire tool (made by the researcher) was used. The statistical sample of the research in the qualitative part includes experts and experts of the hotel and tourism industry, in order to conduct the interviews, the opinions of 12 experts related to the subject of the research were used, and in the quantitative part, in order to complete the questionnaires (made by the researcher), the opinions of 65 managers and employees of Kish Island hotels were used. In order to analyse was used in MAXQDA, the findings based on the data base theory in the qualitative section showed that the 7 components of digital marketing are: technical features of digital tools, relative advantage (value), cost (price), process management, promotion, service quality and information quality, which affect tourism intention. In order to test the conceptual model, a questionnaire consisting of 6 dimensions, 25 components and 59 items was designed and distributed among the statistical sample. The results obtained from the quantitative findings from the structural equation modelling confirm the qualitative findings. the data analysis of the quantitative part of the research was done using smart PLS.