نشریه گردشگری شهری
سال دهم شماره 3 (پاییز 1402)

Considering the recent crises, including the corona disease and the sanctions and their effects on the tourism industry, it is necessary to revive this industry. This study investigates the effect of brand coolness on customer brand engagement and the effect of customer brand engagement on the behavioral responses of tourists (intention to revisit and intention to recommend to others), considering the moderating role of brand experience. The population of this research is tourists in Isfahan, which was selected using Cochran's formula of 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, content and convergent validity were measured and checked, and reliability was obtained by calculating Cronbach's alpha factor loading coefficients and composite reliability. Structural equation modeling of confirmatory factor and Spss25 and Smart Pls2.0 software were used for data analysis. The results show that coolness has a positive and significant effect on brand engagement, and brand engagement has a positive and significant effect on the intention to revisit and the intention to recommend to others. Brand experience can moderate the effect of brand coolness on brand engagement. Tourism managers and marketers can increase the number of tourists revisiting destinations by considering the role of brand coolness and its effect on customer brand engagement by providing a favorable brand experience. Also, encourage tourists to recommend these tourist places to others.

Every city has environmental, cultural, social and physical characteristics that give identity to cities. The identity characteristics of each city play an undeniable role in developing tourism. The study aims to identify and evaluate the factors of urban identity affecting the tourism development in Shiraz city. The research method is descriptive-analytical and was done in a survey way. The statistical population of the research was 315 tourists, who were selected using a simple random sampling method. The data were collected using a researcher-designed questionnaire. The content method was exerted for the validity of the questionnaire and the Cronbach's alpha method was applied to measure the reliability of the questionnaire, and the alpha coefficient was calculated as 0.872. For data analysis, SPSS software and factor analysis, one-sample t-test, ANOVA and Duncan tests were used. Using factor analysis, 13 urban identity factors affecting tourist attraction and tourism development in Shiraz city were identified. Also, the findings indicated that the two factors of historical monuments of different eras (4.57), and celebrities, mystics and writers (4.42) are the most important factors of urban identity affecting the tourism development in Shiraz city, and urban infrastructure (2.36) had the least impact. Therefore, it is suggested that urban planners emphasize preserving all the historical, cultural, literary, natural and physical identity factors of the city, and by using all the identity factors, try to introduce the city and develop sustainable tourism

Tour guides can be considered ambassadors of countries and tourist destinations, who play a significant role in ensuring the satisfaction of tourists, the image of the destination and the return of tourists. The recognition of tourist destinations is highly dependent on the performance of tour guides. This research seeks to evaluate the relationship between the role of tour guides in promoting tourism and its relationship in creating a good image of the destination and increasing the willingness of tourists to visit again in Iran. The above will be reviewed, considering the tour guides' satisfaction as a mediator. This research was carried out using the integrated technique of ISM and SEM, and data were collected from 11 academic experts and tourism sector activists and 86 domestic and foreign tourists who visited Iran's attractions and using online structured questionnaires. The results indicate a positive and direct relationship between the role of tour guides in promoting tourism and the destination's image. In addition, a direct effect was found between the promotional role of tour guides and tourists’ revisit intention. In this article, the mediating role of guided tours was also confirmed. In addition, the importance of tour guides in promoting the image of the destination and the tourist's intention to revisit has been highlighted in this study. The determined findings are expected to help improve the performance of tour guides in promoting tourism

Branding a place is a process that affects the experience of tourists by creating a strong identity and recognition for a place, and by highlighting the unique features of places and attracting the attention of tourists and other stakeholders, it can attract more tourists and economic development. Based on this, the present study aims to investigate the impact of place branding on the components of the tourism experience of health tourists studied in Tehran. In this research, an attempt was made to analyze the effect of place branding on the components of the tourism experience of health tourists studied in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of incoming tourists to Tehran; due to the lack of accurate statistics on the number of incoming tourists, in order to determine the sample size, Cochran's formula was used for the unlimited population, and the sample size was estimated to be 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 was analyzed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings showed that place branding has a positive and significant effect on the attractiveness, accessibility, accommodation facilities and activities of the health tourism experience of Tehran health tourists. Among the studied variables, place branding had the most significant effect on the attractiveness of the tourist experience, with a path coefficient value of 0.643 and the least effect on the facilities and activities variable, with a path coefficient value of 0.472. Based on the findings of this research, it can be concluded that the policy makers and planners of the tourism field of Tehran city need to plan in the field of place branding and defining the branding of the health tourism field in order to create the ground for attracting tourists and Benefit from the benefits of tourism development.

Nowadays, the tourism industry is recognized as a leading sector and driving force for the development of most societies. Optimal planning and development of this sector requires sufficient knowledge and understanding of the issues and factors affecting this industry's development and its future changes. This study aims to identify the factors affecting tourism development with a structural analysis method in Khorramabad County. In terms of purpose, the present study is practical, and its nature is analytical-exploratory with future study approaches. Also, the data collection was in the form of documents and fields. The statistical population of this study was experts and specialists, and 14 people were selected by snowball sampling method. The structural analysis method and Micmac software have been used to analyze the data obtained from the questionnaire of experts and specialists. The results show that among the 37 identified factors, 12 key factors had a more significant impact on tourism development in Khorramabad County, which should be considered in the planning and development of the tourism industry of this county. These factors include hospitality culture, training of experts in the field of tourism, tourism development policies, and plans, participation of citizens, expansion of tours and travel agencies, advertising and marketing expansion, entrepreneurship boom and business environment in tourism, private investment, competitiveness in attracting tourists, variety of tourist attractions and places, tourism branding, the amount of the annual budget allocated by the government in the tourism.

The boom in manufacturing and sales of handicrafts depends on the provision of requirements that are directly linked to the development of cultural heritage tourism. Aside from the special status of handicrafts in the region's unique cultural industries, this industry plays a vital role in promoting local businesses and employment in the tourism industry. Today, many countries are looking for specialty and high-quality packaging to sell handicrafts, in addition to marketing their products that lead to successful tourist satisfaction. Therefore, it can be demonstrated that it can take a major step in the cultural heritage tourism development by examining the current supply and demand of handicrafts in a region and the expected conditions of tourists to buy handicrafts. The purpose of the present study is to analyze the gap between the current and desirable status of manufacturing and sales of handicrafts with the heritage tourism approach in Amol county. Current research is descriptive-analytic and is based on documentary and field studies. Field studies of the research consist of designing and distributing questionnaires in Amol County. These questionnaires were filled up by 390 tourists that visited from Amol handicrafts. SPSS software was used to process the data, and based on the nature of the data and research objective, paired T-tests and Wilcoxon tests were used to analyze the data. Significance level and averages calculated in all cases showed a meaningful gap between expectations and the current status of Amol county’s handicrafts market. Likewise, the most meaningful gap from tourists’ perspective exists in the cultural effectiveness within variables such as attractiveness, authenticity, identity, quality, creativity, artistic style, and antiquity. Other results of the research show a gap between internal variables components such as supply quality, way of presentation, and degree of cultural effectiveness, transportation competence and royalty extent in handicrafts sales markets of Amol County

Literary tourism is one of the types of cultural tourism, the main purpose of which is to get to know the places related to the lives of writers, poets, artists and their works. Iran, having famous poets and writers, has suitable conditions for the development of literary tourism. In the meantime, Tehran has always been the focus of poets and writers of our country due to its political position and the presence of cultural and artistic centers. Therefore, it has great potential to create literary tourism. The analysis of literary tourism capacities is done at three levels: individual, organizational and environmental. The purpose of this research is to identify and analyze "environmental capacities" in the development of literary tourism in Tehran. The research method in carrying out this research is descriptive-analytical with practical purpose. In order to collect information, documentary and survey methods have been used. The statistical population of survey studies included two groups of literary tourists and the local community. The research findings showed that "types of literary tourism" are the most effective variable of environmental capacity in the development of literary tourism in Tehran. After that, "infrastructure" is the second priority. "Literary places" are also in the third category, less important than the two mentioned cases. The research results show that Tehran has a suitable environmental capacity for the creation and development of literary tourism, and this capacity can be the grounds for the development of tourism in Tehran

his study aims to identify the effective factors and provide a model for the development of urban smart tourism in Tabriz city with a marketing ecosystem approach. The qualitative approach with the content analysis method was used in this regard. The field method with the in-depth interview technique was used to collect the required data while studying the library resources. The interviews continued until theoretical saturation was reached. In total, 16 experts in this field were interviewed by snowball sampling. MAXQDA software was used for content analysis. The findings of the research indicate that 33 subthemes in the form of five main themes include marketplace (global developments in the tourism market, public relations, promotion, etc.), technology (developments in the field of technology, upgrading purchasing systems, dynamic response systems, etc.), socio-economic (smart financial transfer, financial transparency, acceptance of innovation, etc.), geopolitics (strengthening Iran's tourism competitors, etc.), and environmental (smart management of resources, environmental crises, sustainability, etc.), form the model of urban smart tourism development in Tabriz. This research showed that the development of smart urban tourism at the international level has a higher complexity than domestic tourism. Managers of urban destinations can benefit from the results of this research, including the use of fifth-generation tourism, infrastructure development, increasing government support, developing smart projects, benchmarking and more cooperation with the world's leading smart cities and increasing the participation of local people to advance their development goals