نشریه مطالعات مدیریت گردشگری
پیاپی 21 (بهار 1392)

Tourism industry has a special status of commerce and economic planning in today's world and has decisive role in national income. Also e-business has penetrated as a requirement in different parts of the world trade and is known as a key factor in determining business goals. Therefore, accurate and consistent development of e-tourism can bring prosperity of any country's economic infrastructure as one of the important tools in today's world economic recovery. The purpose of this study is to provide a conceptual model to identify factors influencing the creation of trust in the electronic tourism. The model presented, based on the theoretical principles of the research, splits e-trust process into three steps. The survey research has been done by using a questionnaire on a sample size of 131 and the population who have done travel things like hotel reservation, booking and buying tickets and gaining information about travel destinations in electronic form. Then the research model was fitted by LISREL software and hypothesis of research were examined and finally e-satisfaction, reputation and e-quality were identified as indicators of e-trust.

Tourism is being considered as one of the most influential industries with regard to its economic role. Taking into consideration Iran’s tourism capabilities as well as its attractions, the country is unable in performing its relevant share. Zanjan is not an exception, however. By identifying these capabilities, Zanjan could perform its appropriate role regarding tourism. SWOT technique was applied in order to determine regarding the identification of strength, weakness, threats and opportunities and proposing an appropriate tourism strategy. Furthermore, AHP was applied for prioritization purposes regarding different strategies. The research method of this study is based on analytical-descriptive as well as based on field work and documentary method, this study suggests that defensive strategies with score of 0.367 has the highest comparative advantages as opposed to the other strategies. This indicates the removal of weakness and threats and the adoption of tourism appropriate comprehensive strategies for this city.

Nowadays sustainable tourism development is no more considered as a choice but a necessity. In order to achieve sustainable tourism development, all actors in tourism system should undertake the sustainability commitments such as environmental commitment. The purpose of this paper is determining the level of environmental commitment in Tehran accommodation facilities, and identifying the factors that affect the propensity of managers of these units to adopt environmental considerations in this sector of tourism industry. Therefore the exploratory- descriptive research method is employed. Senior managers of 1-5 star hotels comprise the statistical population of this study. In addition to the descriptive statistics methods, various nonparametric inferential statistics tests are applied in analyzing the collected data.Findings of the study manifest that environmental management in the studied hotels can be classified into four levels of environmental commitment with most hotels situating at the basic level of environmental commitment (level 1). Also, according to the research findings “cost saving” is the most important motivation and “heavy cost of establishing and implementing environmental management practices” is the main obstacle to the implementation of environmental practices. An important finding of this study is that public ownership, size of hotels and the type of their clientele affect achieving more advanced levels of environmental commitment.

In marketing texts, value equity, brand equity, and relationship equity are frequently discussed as the three main dimensions of customer equity, which directly influence companies’ profitability. Satisfaction, the consequent loyalty, the repeated purchasing by customers, and finally the profitability, are objectives of all service and non-service organizations, which can be achieved by programming and continuously surveying on marketing activities.The present research is a survey type research and uses questionnaire to measure the effects and relationships of three major principles of equity with satisfaction level apprehended by domestic tourists that had stayed at least one night in one of the five-star hotels of Tehran in our research period. The sample population includes 267 individuals. Data were statistically analyzed by structural equation modeling. Results have manifested direct and meaningful effects of value equity, brand equity and relationship equity variables on the tourist's satisfaction level. 44% of the changes in the customer's satisfaction were reported to be due to these three variables, therefore it is proposed to improve these three dimensions of customer equity in order to increase and enhance tourist's satisfaction.

The Purpose of the Current Study is to examine the Relationship between Ethics and Social Responsibility in the Hotel Industry. To investigate this Relationship, Human Resource Management, Community Involvement and Environmental Performance Inspired by Huimin and Ryan Study (2001) Were Chosen as Mediator variables. As a tool for data collection the Standard Questionnaire adopted by Gu Huimin and Chris Ryan was employed. Statistical Population of This Research was composed of all Sanandaj Hotels, and the sample population included 90 Cases of Senior Executives, Managers and Supervisors of These hotels who were randomly selected. To Examine the Relationships between Variables, Structural Equation Modeling Technique and LISREL Software were used. Indicators such as RMSEA, GFI and AGFI Demonstrated That the Results are Meaningful and Usable. Accordingly, Our Results Suggested a Positive and Significant Relationship Between Professional Ethics and Human Resource Management, Community Involvement and Environmental Performance. This Relationship was also observed With the Social Responsibility of the organization.

Walking tracks are primary recreation resource facilities on which recreation activities are executed. Also, they are considered as a liaison between visitors and nature. The main purpose of this study is to provide suitable guidelines for management and development of walking tracks. Therefore, a field survey using GPS receivers was conducted to collect the required data regarding environmental conditions, characteristics of the place, and the recreational facilities existing on the area. Afterwards, data were analyzed with ArcGIS9.3 to provide a final map of the area’s walking tracks. Despite of visitor's high use of the walking tracks, results show no facilities such as signage along the tracks. Evidently, unsuitable management of the walking tracks of recreation areas, like this case, ends up in a variety of environmental negative impacts, and also decreases the quality of visitor’s recreational experience. Investigation of the walking tracks with regard to their geographic location, distance, time required to finish the tracks, and the facilities and attractions along the way, can serve as a pattern for development and better management of these tracks. By showing walking tracks investigation method, this research tries to provide a suitable model for better management of recreational areas and increase in visitor's recreational experience quality.

Websites are major actors in the expansion of tourism activities and attracting tourists nowadays. In this line, benefitting from a website with proper attributes can play a pivotal role in attracting tourists to the industry in general and to the hotel industry in particular. The present study evaluates Iranian hotel websites in order to measure the compatibility of their e-commerce activities. To achieve this goal, content analysis was used to evaluate 48 website features of 57 Iranian hotels with different ratings (one to five-stars). Findings manifest that internet adoption in the hotel industry in Iran is in its early stages. E-commerce related activities are very minimal and online reservations are not effectively present in them.