نشریه گردشگری شهری
سال یازدهم شماره 3 (پاییز 1403)

Urban tourism infrastructure plays a crucial role in developing the tourism industry. The optimization and proper management of these infrastructures enhance the overall experience for tourists and contribute to extending their stay at the destination. Sanandaj, recognized as the city of creative music and the Nowruz capital of the world, is one of the most popular tourist areas in Kurdistan Province, attracting many domestic and international tourists annually, especially during the Nourooz holiday period. However, the tourism infrastructure in Sanandaj has not been successful in effectively attracting and retaining tourists. Therefore, this study aims to investigate the impact of urban tourism infrastructure on the retention of Nowruz tourists in Sanandaj. Given the applied nature of the research, a mixed-methods approach (quantitative-qualitative) was employed. To this end, questionnaires consisting of 22 items on a five-point Likert scale were distributed among tourists during Nowruz 2024. The statistical population of this study includes tourists in Sanandaj, with a total population of 1,774,767 individuals. Using Cochran's formula, the sample size was calculated to be 384 participants, and to increase the accuracy of the analyses, a total of 410 questionnaires were distributed. Simple random sampling was also employed. The collected data were analyzed using multiple regression models in SPSS software. Additionally, in order to identify existing issues within the city, semi-structured interviews were conducted with tourists and performed face-to-face. The study results indicate that urban tourism infrastructure, particularly historical and cultural sites with a coefficient of influence of 0.316, plays a vital role in attracting and increasing the retention of Nowruz tourists in Sanandaj. In this regard, it is recommended that city managers strengthen and optimize these infrastructures, along with improving transportation and road conditions, to enhance the experience and satisfaction of tourists, ultimately leading to their extended stay in the city.

The marketing of places and in particular, the practice of place branding has grown significantly over the last quarter century and branding tourism destinations is considered as one of the most effective ways for distinguishing place identity and perception in order to attract tourists, leading to the development of the places. Recently there has been an emerging literature with regard to destination brands and their management. It is evident that there are important features of destination brands that distinguish them from product brands and that these have led to differences in the way destination brands are created, developed and maintained. Based on differentiation principle and its impact on tourists’ perception, some places are more capable for changing into a distinguished place for tourism with respect to cultural, economic or natural features. Lalejin located in Hamedan with 18000 residents is regarded as a city which relies on pottery art and has turned into one of the tourism destinations during recent years. Thus, the present study aimed to evaluate Lalehjin based on branding indices in tourism destinations. To this aim, 165 tourists were selected based on Cochran’s formula during July, August, September, 2018 and given a questionnaire for evaluating demand indices (brand equity). The population were the experts in the tourism sector including those from municipality, Tourism and Cultural Heritage Organization, pottery association, governorate, the house of pottery, and Housing and Urban Organization in Lalejin, Hamedan. Accordingly, 30 experts were selected as the sample. Regarding branding supply for tourism destination, the experts believed that Lalejin can be introduced as a center for pottery art. Based on branding demand, this city is considered as a favorable place. In addition, the results of multiple regression indicated that improving service quality can be regarded as the most important factors for promoting tourism destination brand in Lalehjin.

Despite the benefits it brings, the development of urban tourism has caused a series of environmental problems. Therefore, the recognition and application of environmental principles and concepts in the activities of organizations and companies in the field of tourism has become very important. This study aimed to explore the impact of green marketing and brand attitude on urban tourism, with a focus on the mediating role of green intellectual capital. The study was conducted for descriptive-survey purposes and used a correlational method. The statistical community of the research included all the tourists of Ardabil city in 2022; according to Cochran's formula for unlimited communities,384 people were selected as a sample, and the research questionnaire was distributed among them. These people were selected from the statistical population by a simple random method. The reliability of the questionnaires was confirmed using Cronbach's alpha and validity using confirmatory factor analysis. Data analysis was done using the structural equation modeling method, SPSS 26, and Smart-PLS 3 software. Based on the research findings, green marketing mix on urban tourism, green intellectual capital on urban tourism, green marketing mix on green intellectual capital, and green brand attitude positively and significantly affect green intellectual capital. However, the attitude of the green brand does not significantly affect urban tourism. Green intellectual capital also plays a mediating role in the relationship between green marketing and urban tourism and the relationship between green brand attitude and urban tourism. The findings of this research can effectively improve the green performance of urban tourism organizations.

Today, digital technology has taken over the marketing world in all areas. Access to accurate content through digital technologies can have a positive role on the mental image of tourists. The importance of this for the managers of the tourism industry is also clear. The current research was written with the aim of investigating the role of digital technology on the positive mental image in the tourist destinations of Ardabil using quantitative and qualitative methods and in terms of practical purpose. The statistical population of the research in the qualitative phase are experts in the field of tourism and marketing in Ardabil, 15 experts were selected by targeted sampling. The data collection tool was an interview. In the quantitative phase, there were senior, middle managers and senior and doctoral students in the field of tourism and marketing, 385 people were included as the sample size. Data analysis was done with SPSS, Amos software. By examining and categorizing the descriptive data obtained from the interviews, 23 indicators and 3 dimensions of semantic image, physical image, and social image were identified. The results of the research showed that the most important issue in the discussion of digital technology on the mental image of tourists is the emphasis on the semantic image in which identifying the goal and determining its stages and the mental and psychological well-being of the audience play an important role. In fact, with the advent of information and communication technology, it has become possible to understand their needs and goals on the internet and online, in addition to identifying the audience. This helps each person to receive their desired preferences and interests according to their time and place conditions.

Accommodations are the most important representatives of tourism in cities,and their location greatly affects a tourist's choice. In studying the geographical distribution of accommodations as a spatial phenomenon, attention should be paid to their spatial characteristics. Spatial modeling is a suitable statistical approach to studying the patterns and distribution of accommodation. In this research, spatial variable relationships between the spatial distribution of accommodations and the factors that affect them in Yazd city have been investigated. In terms of purpose, the research is practical and based on spatial data analysis methods. The research data includes the number and geographical location of accommodations and explanatory variables, including land use, road network, attractions, and population. Using exploratory analysis methods, the spatial patterns were identified, and then, using global Poisson regression (GPR) and geographically weighted Poisson regression (GWPR), the effective factors in forming patterns were analyzed. The results of the ANN index test show that the spatial pattern is clustered. Also, the findings showed that attractions, road networks, green spaces, taxi and bus stations, commercial centers, governmental and non-governmental offices, and residential areas were among the most important effective factors. The GWPR model performs better in estimating the effects of independent variables, and the effect of independent variables is not the same in different spatial units. Urban and tourism planners can provide plans for the development and optimization of tourism in Yazd city according to the spatial pattern of accommodations and the factors that affect their spatial distribution.

Paying attention to the category of marketing and access to appropriate and accurate content for tourists plays an important role in developing and strengthening tourism. In countries that understand this issue well, marketing in the field of tourism is becoming a growing sector. The present research has been carried out to present a content marketing model in social media with the approach of strengthening the studied tourism in Tehran. This research is applied in terms of purpose and survey approach. The statistical population of this research was a group of experts, including senior managers and trustees of tourism and marketing companies and university professors, based on the purposeful sampling method, 15 people were interviewed as a statistical sample. The approach adopted in this research was theme analysis. The results of the research show nine main dimensions, including; The centrality of technology in content marketing in social media, communication with tourists and competitors and the centrality of their data, strategic dimensions in content marketing, upgrading marketing infrastructure, transformation in organizational processes, innovation in content marketing, promotion of content marketing culture in social media, content marketing goals, value orientation and appropriateness of marketing content, which are considered as determining dimensions in content marketing in social media for the development of urban tourism. In line with the application of these dimensions, knowing the target community and having a correct understanding of their expectations, needs and expectations, as well as the use of social media, which facilitates the provision of their needs, has a direct effect on the mentality of tourists and, accordingly, the development of tourism.

Ziarat tourist, due to its cool and moderate climate, unique landscapes, beautiful forests, excellent tourism and recreational facilities, and its close proximity to Gorgan city, offers fascinating ecological landscapes and various cultural, historical, and socio-economic attractions. This village is considered one of the significant natural-historical and tourist areas of Gorgan city. The aim of the current research is to investigate and determine the tourist attractions located in Ziarat in order to develop strategic plans and enhance tourism. The research approach is of an applied-developmental nature, and the method of investigation is descriptive-analytical. To gather the required information, a combination of library research and fieldwork (questionnaire) methods has been utilized. For data analysis and testing the research variables, SPSS statistical software has been used alongside t-tests, and the Amos software has been employed for structural equation modeling. The results of the t-test indicate that the historical-architectural index possesses a higher level, while the infrastructure index has a lower level compared to other tourism indices. The results of the structural equation modeling (Amos) indicate that the environmental attractions dimension has the highest factor loading of 0.90, followed by the cultural attractions dimension, and then the physical-historical attractions dimension. The infrastructure dimension has played the most significant role in explaining the tourist attractions' appeal to residents and experts in Ziarat.