نشریه گردشگری شهری
سال دهم شماره 2 (تابستان 1402)

Today, the tourism industry is not only a leisure activity, but also one of the most important business sectors in the global economy. Electronic tourism and its applications have expanded in recent years, and especially with the spread of the coronavirus, it has been more and more noticed. E-tourism is the digitization of all processes in the tourism industry, which enables organizations to improve their efficiency, so it is necessary to pay special attention to the application and impact of e-tourism. This research was conducted to identify the mental patterns of e-tourism establishment in the coastal cities of Mazandaran province. The current research is of mixed-exploratory type, which was carried out using Q methodology. This research has been done with the participation of ten professors who are familiar with the subject of research and also tourism experts. The discourse space of the current research was collected from various sources and after evaluating and summarizing the discourse space, 32 expressions were selected as samples. In the following, after collecting the information obtained from Q sorting, this information was analyzed with the Q factor analysis method. Distribution analysis showed that three distinct mental patterns could be identified among the research participants, which explained about 68% of the total variance. These three mental models were named according to organization strategy, value creation for tourists and development of the tourism service market. Thus, the results of the research showed that: moving towards the sustainable development of the tourism industry with the establishment of e-tourism to increase the share of tourism in the coastal cities of Mazandaran province requires the formulation of scientific strategies and the creation and recognition of the common values of the company and customers, which creates value, and also through The development of tourism services market ultimately leads to more satisfaction among tourists.

One of the sectors that can be said to be the cause of fundamental economic, social and cultural changes in cities and today is called as an economically dynamic industry, is tourism; which plays a key role in improving the quality of life of citizens. In the present study, the evaluation of the effects of tourism development on the quality of life of citizens in Tabriz metropolis has been done based on the structure of the analysis of the hybrid models produced by the capabilities of the geographic information system. For this purpose, spatial modeling to determine tourism potentials in Tabriz metropolis with a new modeling approach and using geographic information system capabilities in spatial data management to combine real information (factors affecting tourism potential) has been investigated. Then, through the preparation of a questionnaire for the localities with tourism potential, the relationship between tourism development and the quality of life of citizens was examined. Based on research findings; In the self-organization model for tourism development and the multivariate regression test, the potential level of regions 6 and 9 have the lowest level of correlation and relationship for the impact of tourism development in promoting and improving the quality of life, but in the self-organization model, the potential level of regions 8 and 10 and in the test Multivariable regression, regions 2, 4, 8, and 10 have the highest level of correlation and relationship for the impact of tourism development in promoting and improving the quality of life in the ten regions of Tabriz metropolis. Also, the results showed that the studied area has a suitable level of quality of life and tourism development affects the satisfaction level of citizens and tourists. Because the relationships between the aspects of tourism development and quality of life are statistically significant in 8 regions of Tabriz metropolis, and the results of this research are consistent with previous studies.

Management of communication with tourists is considered a key component for successful tourism destinations and creates positive consequences on tourist satisfaction, brand management, competitive advantage and destination income. Based on this, the present study aims to investigate the impact of tourist relationship management on the satisfaction and loyalty of tourists. This research attempted to analyze and investigate the effect of tourist relationship management on the satisfaction and loyalty of tourists in Tehran and how the satisfaction variable mediates the relationship between tourist relationship management and tourist loyalty. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research was tourists entering Tehran. In order to determine the sample size, according to the number of observable variables, the sample size was estimated at 384 people. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data were analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that communication management with tourists significantly affects the satisfaction and loyalty of tourists. Also, the research findings indicated that satisfaction mediates the relationship between tourist relationship management and tourist loyalty. Tourist communication management plays a vital role in the success of tourism businesses. As a result, using this tool, destinations can help create a positive experience, create tourist loyalty and satisfaction, and strengthen relationships between businesses and tourists.

The COVID-19 pandemic created significant challenges for urban tourism, and its negative consequences caused countries to seek effective measures for the post-disease period. One of the most important of them is scenario planning; the main purpose of this research is to compile the future scenarios of urban tourism in the post-corona era, which was done with a focus on Sareyn. The research method is combined or mixed, which is carried out using a sequential exploratory approach in two qualitative-quantitative phases. The methods used in this research are "theme analysis and scenario planning." The statistical population of the research includes a multi-core team of experts in urban tourism, urban management, geography, public administration, and public health, who are also familiar with the conditions and status of Sareyn. These people are identified through the purposeful sampling method. According to the findings of the research, in the first phase, which was carried out using the theme analysis method, the themes extracted from the semi-structured interviews are in the form of 39 basic themes, 14 organizing themes, and 3 inclusive themes, which will go to the next stage to identify the drivers. Based on the findings of the quantitative phase of the research, four scenarios were identified, which are the reduction of restrictions and smart health screening, health tourism (treatment), green zoning, and mandatory lockdown. According to the results, the scenarios of "reducing restrictions and smart health screening - health tourism (treatment)" are, respectively, the most favorable and relatively favorable, and "green zoning - forced lock" scenarios are categorized as relatively unfavorable and most unfavorable situations. By adopting the relevant scenarios and properly managing urban tourism and its consequences, the post-disease period can also be considered an opportunity for urban tourism that brings new and desirable solutions to the fore.

With the emergence of the creative tourism paradigm, the knowledge-raising tourism system invites tourists to visit and interact with societies' living and unique cultures instead of just visiting tangible assets in museums and ancient works. In this paradigm, tourists engage all their five senses in creating their unique experience and upgrade their relationship with the local people from the level of buyer and seller to the relationship of student and teacher. In this research, the role of cultural components in the development of creative tourism of the city in the historical texture of the city and, among this, the historical bazaar of Tabriz city should be investigated. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research included tourists entering Tabriz city in 2021, and the sample size was estimated to be 384 people using Cochran's formula. The validity of the research tool was calculated using the confirmatory factor analysis model, and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and AMOS software with descriptive statistics and structural equation modeling. The findings showed that cultural components, i.e., distance from low power, development of handicrafts and cultural relations, collectivism, and avoidance of uncertainty, have a positive and significant effect on the development of urban creative tourism. Among the identified components, the uncertainty avoidance component, with a path coefficient of 0.52, had the greatest impact on the development of urban creative tourism.

The aim of this research is to investigating the effects of brand image, brand awareness and brand quality on attachment and loyalty to the destination brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0.895 for Kerman city and 0.812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that brand image, brand awareness and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing brand awareness, brand quality and trust in the destination brand of Kerman and Yazd tourists.

The purpose of this research is to investigate the effect of value co-creation through tourists' intention to revisit the development of creative tourism based on the theory of service dominance and social exchange theory. The present research is based on the applied purpose, and in terms of research design, it is a quantitative, descriptive-analytical method. The data collection tool is a questionnaire, and the statistical population of the study is tourists visiting and staying in ecolodge in Hormozgan province. Because the population is over 100,000, 384 samples were selected, according to Morgan and Krejcie. Structural equation modeling was exerted to test the hypotheses, and analyses were performed using SPSS and Warp PLS software. The results showed that value co-creation has a positive and significant effect on the intention of tourists to revisit and the development of creative tourism. Value co-creation with the criteria of escapism, being memorable, learning has a positive and meaningful effect on the intention of tourists to revisit with the criteria of satisfaction and happiness, and all these factors also have a positive and meaningful effect on creative tourism.

Considering the situation of Mashhad city, the existence of an integrated plan and program, a large project with a single vision for the development of this city, and attention to the most important element of the development of this city, namely religious tourism, seems necessary. Therefore, the present study seeks to investigate and evaluate the influential factors on religious tourism status in Mashhad. In the present study, the descriptive-analytical method has been used in terms of applied purpose and according to the nature of the research. The data collection method was by completing a questionnaire by experts and experts. The statistical population in the present study, according to the determination of organizations related to the research subject, five senior managers from each organization were considered as a statistical sample, for which a total of 50 people were selected and a non-probabilistic sampling method. A quota with a pre-determined number of samples and experts was used. The study's findings concerning the factors affecting religious tourism in Mashhad show that the variable in the field of tourism management with an average (3.96) has the highest score. Then the physical-infrastructural and economic variables have a higher average (3.74). The socio-cultural variable was in the last rank compared to the other three, with an average of 3.64. Also, in the approved structural model, it was found that the field of tourism management, with a coefficient of 0.86, has had the greatest impact on the development of religious tourism in Mashhad.