نشریه مطالعات مدیریت گردشگری
پیاپی 22 (تابستان 1392)

Today, world heritage sites have found special importance in the world, and tourists value these sites highly. This study tries to determine and prioritize the factors that matter for European tourists visiting these sites.Using convenience sampling, a number of 207 questionnaires were distributed among European tourists visiting Naghsh-e-Jahanin Isfahan during Farvard in – ordibehesht of 1391. Results of SEM analysis recognized all the four factors of “service experience”, “service quality”, “monetary costs” and “nonmonetary costs” to have positive significant influence on their overall evaluation index. Also, the factor of “service experience” was shown to have the first priority in the opinions of visitors.

The aim of this research is to evaluate the performance of hotel services with Fuzzy BSC approach. Identification of the strengths and weaknesses of the hotel services from the financial, costumer, internal procedures, and growth and learning aspects are among the key aims of this research. The other aim of this study is to use the research findings in order to compile and formulate strategies for the survival of hotels in the future.As data gathering tool, this research has made use of questionnaires which were filled by university professors and the hotel managers and senior employees working in Yazd Province’s 3 and above stared hotels. Mixed BSC / FANP / FTOPSIS approach was used in order to evaluate the service provided in the hotels. Additionally, the critical indices of hotel performance were identified via the ratio of importance-performance and Pareto rule. Results manifest that the service provided in the selected hotels are desirable in the costumer and internal procedures aspects; while the hotels have weak performance in both financial, and growth and learning aspects. Also, eight components of hotel service performance assessment (including: uniqueness of the hotels’ services, capital return, room occupancy rate, employeeproductivity, effective usage of marketing information by the staff, bilateral relationship with costumers, ratio of net interest to total income and new servicing procedure) were identified as the critical indices of success. The costumer and internal procedure aspects were proved to be in the first and fourth place of importance respectively.

The main objective of this study is to investigate the influence of reputation and innovation, and perceived value and customer satisfaction, on loyalty to there staurantand its dimensions. The study sample comprised 202 customers of Padide Shandizrestaurant. Data were gathered through questionnaires. The surveyquestionnairewasdesignedingeneral and specializedquestionsinvolving studied variables. The reliability and validity of the instrument was verified through Cronbach's alpha coefficientand its contentvalidity was approvedbyexperts and Factor Analysis. Analysis of data was done using Structural Equation Modeling. Results show that reputation and in novationthroughperceivedvalueand customer satisfaction variables affect the behavioral intentions, and customer loyalty.

This research aims to prioritize the archetypaltourism regions situated on the Oramanat tourism pole in the North West of Kermanshah Province, based on their aptitude for investment. This study is an applied survey type research. Data were gathered through questionnaires and were analyzed using TOPSIS technique. Results indicate that archetypaltourism regions of Shamshir, Ghourighale, Noudeshe, Hajij and Veisolqarn are in the good level; Bouzinmarkhil with i SL 0.48 is in medium level; the areas of Nowsoudeh, Sarabemamishan, Shervineh, Sarabesefidbarg, Ozgolebamu, Bidmiri and Dalani with i SL of 0.2 to 0.4 are in the weak level, and Cheshmehrize region with i SL 0.2 is evaluated to be in the very weak level. Based on the research findings, yielding of the archetypal tourism regions with low level of investment suitability, to investors, is only a mere waste of resources. Therefore, tourism planners are supposed to improve the potentiality of these areas for investment first, and then offer them to investors.

War attractions in the warfronts especially in the western and southern regions of Iran including Ilam Province, can be considered outstanding resources for sightseeing and conservation of the values of the sacred defense era (1980-1988) for next generations. Each region, for achieving appropriate and sustainable growth rate while increasing its competitiveness, needs a comprehensive and integrated planning. This paper aims at achieving suitable strategies for developing war tourism market in a close linkage with other attractions through SWOT analysis. In terms of research methodology, a descriptive-analytical research method was used, and for data gathering, library and survey-based methods including observation, interview and questionnaire were applied allowing for formulation of development strategies for war tourism. For this purpose firstly, the potentials and restrictions were identified (the strengths and weaknesses, opportunities and threats) in SWOT format. In general, 47 advantage and strength points, and 42 weakness and threat points were recognized in the region. After the weighting phase which wastaken place by the Delphi members for each factor, the extracted strategy was manifested to be protection and conservation (Σ = 2.77 for internal factors and Σ = 2.7 for external factors). The strategy of growth and construction, owing to the positive attitude of the Delphi members and the provincial officials towards war tourism, can be considered as well in the second place. Results of this research can be utilizedin dealing with problems and obstacles of war tourism development in the region.

Due to the intensity of the impact that tourists’ environmental behavior has on the destination environments, this group of people are placed among those groups who are studied from their environmental behavior point of view. This article with a structured vision, surveys the effects of mental and visional variables on the en-behavior of two types of tourists.The study was performed through a combination of desk and field studies – using questionnaire. Due to the lack of an accurate sampling framework for domestic tourists, by conducting a discovery work, 350 tourists were selected, where 200 of them belonged to Chalus statistical population and 150 individuals belonged to Isfahan. Collected data were assessed through descriptive and inferential statistical methods with the help of SPSS.According to the findings of Pearson correlation test, there is significant and direct relationship between tourist's en-behavior and their environmental values, understanding of environmental benefits, cultural imagination, and cultural motivation. While no significant relationship was seen between environmental knowledge and tourist's en-behavior. According to the path analysis, imagination of place with a beta value of 0.75 has the greatest effect on the dependent variable of the study. In the second rank the variable of understanding of environmental benefits with a Beta value of 0.59 affects directly and indirectly the tourist's en-behaviors. Environmental motivation and environmental values with Beta scores of 0.35 and 0.29 respectively have significant direct effects on the dependent variable. In regression analysis of the paths, the environmental knowledge variable was removed from the model due to the insignificant obtained Beta. The mentioned factors totally explained 60% of the changes in tourist's en behaviors.

Tourism has many positive effects on the economic, social and cultural status of societies and has been able to attract the attention of public and private sectors. But with the advent of information technology, a new form of tourism - e-tourism -is witnessed, which its adoption in tourism sectors, depends heavilyontheadministrators’ perspectives and strategicvision of senior managersin its preparation, adoption, implementation and institutionalization. Therefore making use of a hypothetical model, we intend to examine the effective strategic components in institutionalization of electronic tourism, from the viewpoint of managers of this industry. The questionnaire-survey was done on a sample size of 310 from a statistical populationofoperatingmanagers, marketing managersand sales managers of tourism websites. After, theresearchmodelwasfitted by LISREL software and the hypotheseswereexamined. Finally, out of seven researchhypo theses, four were accepted. Conclusion is that organizational support and managerial productivity directly influence e-tourism adoption through influencing perception of strategic value, and Perceived Organizational Electronic Readiness components; however, lack of due attention to the implementation strategies, has hindered E-tourism to be institutionalized properly.