نشریه مطالعات مدیریت گردشگری
پیاپی 63 (پاییز 1402)

Nowadays, the impacts of tourism are one of the academic topics and concerns of experts in this field, and they are trying to increase its positive effects through network and cluster activity and find solutions to reduce the negative effects of tourism. Sustainable tourism requires the active performance of non-governmental organizations (NGOs), and museums can also play an axial role as educational institutions. Unfortunately, there is no close relationship between museums and NGOs in Iran, and the International Council of Museums (ICOM) is the only active NGO in this field. In contrast, the collaboration of NGOs and museums can be a step towards popularising the challenges facing sustainable tourism development. The objectives of the present research are: 1) to identify the factors affecting the participation of NGOs in promoting museums and sustainable tourism. 2) to explore the collaborative opportunities of NGOs and museums towards sustainable tourism development. In this regard, the qualitative method (thematic analysis) was used with the help of MAXQDA software. The statistical population of the research was the active members of NGO experts in the fields of tourism, culture, museum, environment, and geography. The data was collected using a semi-structured interview form. It is worth mentioning that the data reached saturation point in the 20th interview. The data coding results illustrated that moral and professional codes and policymaking influence NGOs’ participation in the development of museums and tourism. In addition, the five main themes of cooperative education, collaborative and interactive thinking, participatory advertising, holding joint events and exhibitions, and social participation were identified as collaborative opportunities for NGOs and museums towards sustainable tourism development. It should be pointed out that cooperation and partnership relations are a suitable alternative to competition in sustainable tourism, and this partnership facilitates the achievement of sustainable tourism goals, which have been at the forefront of central policy of global tourism development for more than two decades.

Local event tourism is one of the types of tourism that can play an essential role in the sustainable economic and social development of communities. However, this issue has received less attention. Meymand Fars Flower and Rose Festival is one of these events held every year in the spring season. This study aims to identify the factors that attract tourists to this event. For this purpose, the factors attracting tourists to the events were extracted by qualitative content analysis and then the tourists' opinions. Finally, a conceptual framework of influencing factors on customers' tendencies, including 50 indicators in 15 components, was presented. Also, the quantitative analysis of Q data shows that accessibility, hospitality, and spending time with friends were essential for the first group of tourists, social interactions and event quality were necessary for the second group, patriotic and learning motives were important for the third group, and experience and enjoyment of the event were necessary for the fourth group. At the same time, natural attractions and enjoyment of the festival environment have been essential for all tourists, and these results can be a basis for formulating marketing strategies for local tourism events.

Rural tourism is a part of the tourism market and a source of employment and income, and it can be considered an essential tool for the economic, social, and ecological development of rural communities. The leading research based on the need for long-term planning in the field of rural tourism in Heris City, which is one of the most susceptible regions in the country in attracting rural tourism with various factors, is trying to reach a convincing answer to the question that the key and influencing factors on the future development of rural tourism in the city. Where is Heris? Based on the purpose, this is an applied study, and in terms of its nature and method, it is a descriptive-analytical study based on a prospective approach. Data collection tools included the use of (library) documents and interviews. To calculate validity, content and form validity methods and techniques were used. The reliability rate for "structural effects analysis" was 0.82. The panel of respondents consisted of 30 university professors and planning and development experts. This study identified 21 variables as primary factors and analyzed them with MicMac software. To determine the key drivers effective on the rural tourism approach of Heris City, based on the results of two methods, including "rank of variables in each mode" and "the total effect of variables in all modes," the key and effective factors were selected, which are "use of culture and rural art in presenting designs" and "paying attention to all levels and strata of society in presenting designs."

Although the research on religious tourism experiences has increased in recent years, and given that most of the studies have been focused on the spiritual aspect of these experiences, there still needs to be more knowledge about the multiple attributes of religious tourists’ experiences. Therefore, the current study aims to provide an “integrated and multifaceted conceptual framework of religious tourists’ experiences” using a systematic literature review and deductive thematic analysis. The search was conducted on June 12, 2023. The PRISMA procedure identified fifty-three relevant articles ranging from 2006 to 2022. Based on the findings, the multifaceted religious tourists’ experiences can include cognitive, emotional, physical, relational, recovery, spiritual, transformative, and behavioral facets. The findings can extend the literature and benefit managers, planners, and destination marketing organizations in designing religious tourism experiences to enhance visitors’ satisfaction and destination competitiveness.

Religious tourism, a branch of cultural tourism, can stimulate development, especially in rural areas. This research was conducted to conceptualize a religious tourism development model emphasizing the holy sites of Kermanshah province. The research approach was of qualitative and Grounded Theory type; the research sample comprised experts in the field of religious tourism. Accordingly, 16 semi-structured and in-depth interviews were conducted with key informants using the purposeful sampling method. The four criteria of Lincoln and Guba, including credibility, transferability, reliability, and verifiability, were used to measure the validity and comply with the qualitative research features, validation, accuracy, and robustness of the data. The reliability of the research was also assessed using the test-retest reliability method, with 77% reliability. Strauss and Corbin’s systematic approach analyzed data. Through three open, central, and selective coding procedures, the content analysis results yielded 71 concepts, 14 sub-categories, and six main categories. Finally, the paradigmatic religious tourism development model was presented, in which the development of religious tourism was chosen as the central phenomenon affected by the causal conditions of the research. Contextual and intervening conditions and the central phenomenon formed religious tourism development strategies, and economic, cultural, and social development outcomes were obtained. In the end, practical suggestions were presented for developing religious tourism in Kermanshah province.

In recent years, the economic potential of the tourism industry has attracted the attention of economic players. Studying the performance of active businesses in this industry and identifying effective factors in it has become more important. One of the variables that have been studied in this regard has been entrepreneurial orientation. Most studies have shown that entrepreneurial orientation positively affects performance as a unidimensional construct. However, scholars have urged to investigate the effects of the dimensions of entrepreneurial orientation on performance separately due to the existence of contradictory results and different conceptualizations. Moreover, adding other variables as moderators or mediators of this relationship has been helpful. In the present research, the effects of innovativeness, proactiveness, and riskiness on the performance of Iran's tourism sector firms, considering the mediating effect of marketing capabilities and the moderating effect of learning culture, have been studied.

This research aims to assess the benefits of gamification and its impact on tourism development at the historical site of Persepolis. The research methodology employed in this study is descriptive-analytical and is based on documentary studies, field investigations, and researcher-designed questionnaires. The target population for this research consists of active individuals in the tourism industry, with a sample size of 354 participants selected. Data analysis was conducted using tests such as average variance extracted (AVE), Fornell-Larcker, factor loading coefficients, Cronbach's alpha, composite reliability, and structural equation modeling, utilizing SPSS and Smart PLS software. The results of this study indicate that gamification exhibits a positive and significant relationship with all four dimensions under investigation: education, branding, loyalty, employment, and income generation. Gamification at Persepolis provides a recreational and educational experience and enables tourists to engage with the culture and history of the country they are visiting in a novel and interactive manner. With an enhanced tourist experience through gamification, Persepolis is poised to become a unique and captivating tourist destination.