نشریه گردشگری و توسعه
سال دوازدهم شماره 2 (پیاپی 35، تابستان 1402)

Medical tourism is a relatively new topic. Despite the existence of many studies in the field of health in Iran, not much study has been done in the field of medical tourism market. The purpose of the present study is to investigate the antecedents of attracting medical tourists in the health towns of Isfahan. Applied and mixed research method of qualitative and quantitative type. In the qualitative research, a theoretical model was obtained by coding, using the theme method, and then the influential and influential variables were counted through the Dimtel method and Fuzzy network analysis. The findings showed that the highest weight, with a weight equal to 0.193, is related to the "travel expenses" dimension. Among the criteria, "cost of surgery" got the first priority. The criteria of "Distance from origin" is the second priority, "Complete tourist and treatment packages" is the third priority, "Transportation costs" is the fourth priority, "Coordination between the treatment staff" is the fifth priority, "Drug cost" is the sixth priority among 36 criteria, which is approximately 21%. They accounted for the percentage of the total weight of the criteria and this shows the great importance of these criteria. The results of the research show that the effective variables include technology and treatment equipment, quality of services and tourist attractions, cultural conditions and effective variables include travel costs, staff and treatment process, advertising and marketing, the most effective of which is the variable of technology and treatment equipment, and the most effective of them is the variable of travel costs.

The quality of services of ecotourism residences plays an important role in the development of eco-tourism. The main purpose of this study is to identify and prioritize the dimensions and indicators of service quality in ecotourism resorts in Chaharmahal and Bakhtiari province. In terms of purpose, this research is applied, in terms of research method, it is in the field of qualitative-quantitative research. The statistical population consists of experts in the field of ecotourism and the sampling method is non-probability and snowball. In the qualitative stage, 26 experts were selected, and data collection was done through semi-structured interviews. In a quantitative step, 100 people were selected as a sample. The data collection tool is a researcher-made questionnaire and one-sample t-test and Friedman test were used to assess the importance and priority of dimensions and indicators. In the presented framework, dimension of credibility and service value as the first priority and service capacity, improvement and development of services and process and executive functions have gained the second to fourth priority, respectively

The study analyses two psychological dimension's affecting the success of tourism entrepreneurs. The purpose of this study is to investigate the role of optimism and resilience components with respect to the mediating variable of job satisfaction on the success of tourism entrepreneurs in Mazandaran province. The research method is descriptive-analytical. Therefore, by collecting questionnaires from entrepreneurs in different sectors of tourism, including ecotourism resorts, tourist guides, forest eco-camps and recreational complexes in, this issue was studied in the field. The collected data were processed 2019 based on Spss 16 and Smart pls 3 software. The results show that the optimism and resilience variables can explain 47.3% of the variance of the job satisfaction variable and the job satisfaction variable can explain 38% of the success variable. Finally, it can be concluded that resilience and optimism through job satisfaction lead to the success of tourism entrepreneurs.

Understanding the factors affecting the behavioral intentions of food tourists helps to develop food tourism in Iran, because in this way, behavioral responses of tourists can be discovered in the future and appropriate strategic plans can be developed. Therefore, the purpose of study is to design a model of factors affecting the behavioral intentions of food tourists in Guilan as one of the tourism destinations in the country using qualitative methods and classic grounded theory. According to the applied objectives of the research, the population includes tourism experts, marketers, entrepreneurs and food activists who have at least 5 years of useful experience and continuous activity. The selection of samples was done using purposive sampling method and semi-structured interviews with five general questions continued until saturation was achieved in the tenth interview. Data analysis in three stages of open, selective and theoretical coding led to the extraction of 201 concepts, 10 sub-categories and finally 3 main categories. Based on the proposed model, the characteristics of food (quality and safety, attractiveness and food culture) and on the other hand, the characteristics of tourism environment (advertising and information, the status of restaurants and local market situation); they influence the personal characteristics of tourists (food destination association, experience, attachment and satisfaction). Finally, the personal characteristics of food tourists influence tourists' behavioral intentions to travel. In addition, it can be said that behavioral intentions can be directly affected by food characteristics and food tourism environment

Considering the importance of using e-marketing to introduce attractions and considering the high potential of tourism in Yazd province, this article has been done with the aim of designing and validating the e-marketing model in the tourism industry of Yazd province. The present study has been integrated with an approach and has been carried out by a combined method or a mixed method. In this study, by using the research method of thematic analysis and conducting interviews with 14 experts in the tourism industry of the province, the factors affecting electronic marketing in the tourism industry of Yazd province are identified and categorized. The results of the interviews are analyzed by content analysis method and the quantitative part is tested by structural equation modeling. A total of 679 codes were identified by initial coding in open coding, which reached 56 concepts by screening primary codes and were classified into 12 main categories in centralized coding, including technological infrastructure, strategic planning, e-commerce learning, and high tourism potential. Province, the importance of providing tourism information, e-marketing, recognizing tourist attractions, branding, reducing the cost of access to the target market, growth and prosperity of tourism, job creation, increasing competitiveness. The results of structural equation modeling showed that the effect of all independent variables on the development of e-marketing in the tourism industry of Yazd province has been positive and significant. As a result, the model obtained from this research can be effective in the development of electronic marketing in the tourism industry. The findings will also help researchers and policymakers implement e-marketing in the tourism industry.

The innovative environment of social networks is an ideal platform for travelers to access travel information and an important distribution channel that provides many opportunities for online travel agencies and facilitates and strengthens their branding process. The present study aims to present a model for online travel agencies in social networks. The grounded theory strategy (Glaser’s apparent approach) is employed to test the model presented. This is applied and developmental research from the perspective of orientation, exploratory in terms of purpose as well as qualitative and abductive in terms of approach. The data are analyzed using open, selective, and theoretical coding approaches. The data are collected through a semi-structured interview. Participants consist of chief executive officers of online travel agencies and professors familiar with tourism and digital branding. In total, 13 participants were selected using purposive and snowball sampling methods and interviewed to achieve theoretical saturation. The results indicate the branding model of online travel agencies in social networks includes 7 main categories, challenges and barriers, environmental conditions, organizational contexts, resources, facilities and inputs, central branding phenomenon in social networks, mechanisms and actions and consequences, each of which consist of specific concepts and codes. By using the proposed model, agencies can, before creating their brand, consider the barriers and harmful factors and, taking into account the environmental and organizational contexts, necessary resources facilities, and mechanisms, with a broader view and a brand-oriented attitude towards creating, develop and sustain their brands in social networks.

Organizational ambidexterity in the field of tourism is one of the new concepts; it refers to the potential ability of organizations in the field of tourism that are active in managing today's business and dealing with the changing demand of tomorrow. A multi-skilled organization in the field of tourism is an organization that needs to be organized in order to use successful exploration and exploitation methods. As it deals with research and development in this field, the aim of the current research is to design a model of organizational ambidexterity in scientific and technological organizations active in the field of tourism in the direction of commercialization. The research approach is qualitative and the research method is based on data-based theorizing or the systematic approach of Strauss and Corbin. Semi-structured interviews were used to collect information in the current research, and Strauss and Corbin method was used to analyze the data. And the paradigm model has been used. Sampling was done by theoretical sampling and using targeted (judgmental) and snowball (chain) techniques, based on which 16 interviews were conducted with managers, faculty members, and ACECR experts in both fields of research and exploitation has taken place in active organizations in the field of tourism that have experience and expertise in the mentioned organization. the results of the analysis of the data obtained from the interviews during the process of open, central and selective coding led to the creation of a data-based theory in the field of organizational ambivalence for scientific and technological organizations, based on which the architecture of organizational ambivalence processes based on the use of Committed intelligence, along with research engineering and technological exploitation, have been introduced as central elements in the design of the organizational ambivalence model in scientific and technological organizations active in the field of tourism in the direction of commercialization.

Cultural tourism is one of the most favorite kinds of tourism in the world and different countries are establishing too many plans to develop it. The development of cultural tourism depends on the interaction of many components. Politics affects the ingredients and process of cultural tourism and Cultural heritage is the constructive source of cultural tourism. In this regard, they need to be highly interacted for the success of cultural tourism. From this point of view and to cultural tourism development in Iran, this article aims to assess the interaction between politics and cultural heritage in the Islamic republic of Iran and elicit factors can lead to optimized interaction between these components as a pattern. So researches tried to attain these factors by using of thematic analysis: interview with experts and related documents. Results shows that interactive factors can be classified as organizational area of cultural heritage and ultra-organizational area of cultural heritage. Organizational area includes heritage interpretation dimension and organizational enhancement dimension. Ultra-organizational area includes ideology based dimension, politics based dimension and culture based dimension. Also ultra-organizational area is more important than Organizational area in the creation and improvement of this interaction.

In today's competitive era, knowledge and intellectual capital is considered as a sustainable strategy and the main factor for profitability and maintaining the competitive advantage of organizations. On the other hand, achieving innovation and brand value is considered as one of the most important steps for the organization to succeed in the markets and surpass competitors. Therefore, the current research examines the role of intellectual capital on competitive advantage through innovation and brand value. This research is descriptive-correlation type. The statistical population of the present study consists of employees and marketing managers of the hospitality sector in Tabriz, whose number, according to the website of the Ministry of Cultural Heritage, Tourism and Handicrafts of East Azarbaijan Province in 1400, is fifteen hotels, and the number of their personnel is estimated to be approximately 500 people; Out of this number, 229 members of the sample were available and the questionnaires were completed. Data were analyzed using SPSS software and partial least squares method and Smart PLS software. were analyzed. Examining the results of this research showed that the use of intellectual capital by improving the capacity of brand value and brand innovation leads to creating a competitive advantage in hospitality organizations.

The aim of this study was to identify and evaluate the challenges of rural tourism development in Lande city using fuzzy cognitive mapping approach. The study population consists of experts who are aware of the tourism issues of the city and have high work experience and university professors. To collect information using fuzzy cognitive mapping method, in the first step after identifying the research problem and selecting experts with the necessary knowledge, the experts' mind map was extracted during group intellectual meetings and continued until theoretical saturation was achieved. The responses were then categorized by the group facilitator based on the identified dimensions. The findings show that the cognitive mapping for rural tourism challenges includes 48 elements. Mapping analysis using FCMaper shows that these elements include 23 normal elements, 14 transmitter elements, and 11 receiver elements. The results obtained from mapping show that the element of incorrect use of loans and bank facilities in unrelated activities with having the highest input level is the most effective mapping element and the lack of proper communication road along tourist destination routes with having the highest output level is the most effective mapping element. Are study. Centrality is another indicator that shows the intensity of the effect of the elements and is obtained from the sum of inputs and outputs. Analyzes show that the element of lack of proper communication road along the target tourist routes with the highest degree of entry and exit is the most central element of mapping.

Tourism is a sector that is directly and indirectly related to technological advances. Recently, Big data technology has provided significant opportunities for smartening the tourism industry. Accordingly, the present study aims to investigate the impact of factors affecting the acceptance of Big data technology to evaluate the impact of 10 components of the three dimensions of the TOE technology acceptance framework on the acceptance of Big data in the tourism sector. The present study is applied in terms of orientation and in terms of the type and manner of collecting survey-descriptive information. The statistical sample of the study included 100 employees, experts and managers of the IT department in the field of tourism who were selected using a researcher-made questionnaire and available sampling method. Then the research data were analyzed using SPSS22 and Smart PLS3 software. According to the findings, the factors of perceived comparative advantage, external support, external pressure, managerial support, human resource readiness, centralized structure, data-driven culture and complexity have been effective on the acceptance of big data in tourism; But the two factors of adaptation and technical readiness did not have a significant effect. According to the research results, due to the high importance of understanding the comparative advantage and lack of significant impact of adaptation and technical readiness; Attention to the introduction and application of an innovation is more important than the current technological facilities and capabilities of organizations to accept an innovation.

The medical tourism industry is growing rapidly and has one of the fastest growing tourism markets. Iran, with its many opportunities and capabilities in this field, can become one of the destinations of international medical tourism. In this study, the effect of medical tourism development in the era of the Covid 19 epidemic on the reflection of tourist destination re-visit by the main category, intervening conditions, contextual conditions and strategy has been investigated. The purpose of this study is to design a model for the development of medical tourism using qualitative research methods and data base methods. In this research, sampling has been done by purposeful, theoretical and snowball methods, data collection tools in this research, semi-structured interviews and its analysis method have been performed using the data paradigm model of the foundation. In inferential analysis of data, Cronbach's alpha coefficient and structural equation modeling method were used. Findings The research indicates that the development of medical tourism is effective on the reflection of re-visiting the tourist destination due to the main category, intervening conditions, contextual conditions and strategy. Iran is one of the countries that has the potential to boost medical tourism and make itself one of the unique destinations in the world

Problem Statement:

 Accommodation infrastructure is one of the main sections of tourism industry which leads to many advances. Therefore, the development of eco-lodges in Iran is noticeable and conducting researches for seeking the procedure of development provides appropriate illustration of weaknesses and strengths to managers, planners and eco-lodge related enthusiasts and this is necessary in order to choose suitable approaches with minimum disorder to local community. However, yet there is no study mentioning the importance of investigation on procedure of eco-lodges’ development.

this research aims at determination of eco-lodges’ development procedure in Iran and seeks to find out factual data from research ground.

This research is based on a qualitative case study following interpretive approach and inductive strategy using semi-structured individual interviewing tools and group discussions. The findings have been analyzed and interpreted through two levels of coding and lead to the main research concept.

According to research results, the start point of eco-lodges’ development is local community and the owners of eco-lodges due to increasing demand of tourism market and eco-tourists. Gradually, governing bodies and legislators accompanied local community and eco-lodges’ owners in action. Therefore, the eco-lodges’ development procedure in Iran is inductive starting from micro to macro section in tourism.

The purpose of this study was to analyze the effects of unlicensed accommodation centers (Mafam) on the hotel business in Isfahan based on the theoretical approach. Research method of this study, from the perspective of purpose; Functional, in nature; Exploratory-analytical; In terms of data collection methodology, qualitative method using contextual theory approach and data strategy of the foundation through in-depth interview technique, among 8 experts (managers and activists of tourism and hospitality industry, without asking follow-up questions and of course with maximum variety of professions), Judgment-purpose continued with conscious consent and until the limit of saturation of theoretical data in the form of sampling method. To evaluate and validate data (reliability); In the first part, the four criteria of acceptability, reliability, transferability and verification proposed by Lincoln and Guba (1985) were used. After conducting the interviews, 231 open codes were identified and using the category review process, content themes (using Atlas TTI software) including 5 categories, along with 27 subcategories related to designing an appropriate model of the effects of accommodation centers without Licenses (Mafam) were identified on the hotel business in accordance with five categories of paradigms. Categories (elective codes) were cultural components, political and legal conditions, strategic factors, environmental and social conditions, economic components.