ORIGINAL_ARTICLE
Investigating the Effect of Factors Affecting the Intention to Travel of Tourists to Ramsar during the COVID-19 Pandemic
Extended AbstractIntroductionThe risk of the Covid-19 pandemic is not limited to mortality but also brought unbearable psychological pressure to people. The researchers found that the perceived risk of disease outbreak exacerbates anxiety and other negative emotional behaviour that may negatively affect a tourist's intention to travel. Also, when faced with danger, tourists prefer to postpone their itineraries, re-evaluate their destination selection process, and reduce the perceived risk or cancel their travels. The effective Factors on tourists' intention to travel during the Covid-19 can be referred to as perceived self-efficacy, perception of covid-19, cognitive perception of risk, and emotional perception of risk. Numerous studies show that during this period, most travel behaviours are limited and people are less likely to travel or travel with more confidence. But this has been the opposite for Ramsar, which is known as a tourist destination. Despite the critical situation in Mazandaran province, especially this tourist destination, a huge number of tourists entered the city. Therefore, the present study seeks to explain why this issue by examining the effect of tourist’s perceived self-efficacy, cognitive perception and emotional perception of travel risk on their behavioural intention to travel to Ramsar during the outbreak of Covid-19. MethodologyThe present study is explanatory quantitative research based on Partial Least Squares Structural Equation Modeling. The statistical population of the study was the tourists who came to Ramsar during the Covid-19. The number of statistical samples was estimated at 440 people. Data were collected through a web-based questionnaire. The questionnaire consisted of two parts: demographic and specialized questions. In the specialized section, four to five items were used to measure each variable: the tourist self-efficacy towards Covid-19 (4 items), the perception of becoming infected with Covid-19 (5 items), the emotional perception of risk (4 items), the cognitive perception of risk (4 items) and the behavioural intention (5 items). The validity of the questionnaire was confirmed using construct, convergent, divergent, and diagnostic validity, and also its reliability was confirmed by composite reliability and pre-test of 30 prototypes, based on Cronbach's alpha test. Data classification and analysis were performed through SPSS25 and SmartPLS3.Results and discussionThe research findings showed that the tourist emotional perception of risk was higher than other variables. In testing hypotheses, from the tourists' point of view, the tourist self-efficacy of Covid-19 has a negative effect on their perception of Covid-19 (t-Value = 6.842 and β = -0.498). hence, Hypothesis H1 is confirmed. Tourists' perception of becoming infected with Covid-19 has a positive and direct effect on the emotional perception of travel risk (t-Value = 2.883 and β = 0.306), hence the H2 hypothesis is confirmed. Tourists' perception of getting infected by Covid-19 has a positive and direct effect on the cognitive perception of risk (t-Value = 4.790 and β = 0.444), hence the H3 hypothesis is confirmed. Tourists' perception of being infected with Covid-19 has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 2.232 and β = 0.288), hence the H4 hypothesis is confirmed to be 96 1.96. Tourist emotional perception of risk has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 3.155 and β = 0.324), hence the H5 hypothesis is confirmed. Tourists cognitive perception of risk has a positive and direct effect on their behavioural intention when traveling to Ramsar (t-Value = 2.035 and β = 0.271), hence the H6 hypothesis is confirmed. ConclusionFinally, the present study examines the effects of Covid-19 on changes in behavioural patterns among tourists and shows that given the global warning about recurrence and emergence of infectious diseases such as Covid-19 and the awareness of managers and planners about such diseases, it is necessary to study the perceptions of risk and new tendencies of the travel pattern to facilitate the possibility of planning and compiling appropriate strategies and actions for similar events. Regarding the planning and presentation of strategies, Ramsar destination management just pursues the goals of the government and Ministry of Health and Medical Education, to reduce the spread of the virus in the city, so the issue of tourism is their last priority. In order to tourism be able to return to its original condition quickly, and according to these research findings (which was found that tourist emotional perception of risk (i.e., tourists' concerns in different dimensions) is higher than other variables), they should focus on reducing the travel risk perception of tourists and the Covid-19 threat through implementing the strategy of "travel communications based on Covid-19" in Ramsar.
https://jut.ut.ac.ir/article_83912_59ecdf64eb33d1ad6797f852b912f3f8.pdf
2021-07-23
1
16
10.22059/jut.2021.324660.907
Urban Tourism
Covid-19 pandemic
Risk Perception
Intentional Behavior
Ramsar Destination
Mehdi
Karoubi
drkaroubi@atu.ac.ir
1
Professor in Tourism Management, Allameh Tabataba'i University, Tehran, Iran
LEAD_AUTHOR
Seyyed Mohammad
Mirtaghian Rudsari
sm.mirtaghian@ut.ac.ir
2
PhD Student in Tourism, Allameh Tabataba’i University, Tehran, Iran
AUTHOR
Maryam
Naghavi
naghavi.mm@gmail.com
3
PhD Student in Tourism, Allameh Tabataba’i University, Tehran, Iran
AUTHOR
Sina
Saljooghi
sina.saljooghi8769@gmail.com
4
M.A. Student in Tourism Development Planning, Mazandaran University, Babolsr, Iran
AUTHOR
قربانزاده، داود و عابدی، احسان (1399) بررسی نقش دلبستگی ایمن در پیشبینی نیات تجربی گردشگران در سفر به مقاصد گردشگری در دوران شیوع ویروس کووید-19، مطالعات مدیریت گردشگری، دوره 15، شماره ویژهنامه همهگیری کووید-19، صص. 178-145.
1
قربانزاده، داود و آقامحمّدی، جواد (1400) بررسی تأثیر ادراک از ریسک ابتلا به کووید-19 بر نیت رفتاری گردشگران نسبت به گردشگری بدون تماس مطالعه موردی: بازدیدکنندگان از جاذبههای گردشگری شهرستان آمل در موج دوم شیوع، فصلنامه گردشگری شهری، دوره 8، شماره 1، صص. 31-15.
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48
ORIGINAL_ARTICLE
Adjustment Model of Tourism Spaces for Disabled People and Veterans Case Study: Yazd City
Extended Abstract
Introduction
Attention to all social groups is one of the essential goals of urban planning. One of the most critical problems in urban areas of the country is their inappropriateness for people with disabilities. This is significant both in the physical and behavioural aspects. We must give the disabled people their rights as minorities in the society, because a city whose actions lead to the limitation of these people is a disabled city. Adjusting spaces, especially tourism spaces, for people with mobility limitations is a manifestation of justice and social security in access. Like many other countries, tourism in our country is a manifestation of cultural identity and one of the most important sources of income. Therefore, the development of this field is of particular importance, especially for a country that faces many problems and issues such as unemployment, limited foreign exchange resources, and a single-product economy. According to the economic issues, the development of tourism in Iran and other non-oil exports could be a way out of the economic crisis in our oil-based economy. The global registration of Yazd city and its historical and cultural identity has been a turning point for city managers and those in charge of tourism to attract all tourists to this city with the proper planning. The purpose of this study is to present a model of adjustment of tourism spaces for access of veterans and persons with disabilities, using Strauss and Corbin approach in Grounded theory.
Methodology
Based on the Grounded theory, 24 experts, activists, and specialists in the field of tourism and people with relevant knowledge and experience participated in this study. They participated in an unstructured in-depth interview. Data obtained from the interview were analyzed using open coding, theoretical coding, and selective coding simultaneously. The focus of this research is tourism spaces in Yazd city. Due to the fact that Yazd's tourism spaces are influenced by the city's historical space and cover most of the city's historical context, the area studied in the present study is the area of valuable historical context. To analyze the data, the software Atlas. Ti was used and its paradigm model was presented. In this software, data analysis is performed at two main levels: text level and conceptual level. The text level includes the segmentation and organization of data files, data coding, and writing notes, while the conceptual level emphasizes modeling activities such as linking code and shaping networks.
Results and discussion
The findings showed that the development of accessible tourism could provide the ground for more interaction and communication between the disabled and members of society. According to the research objectives, the central category is the adjustment of tourism spaces to access the disabled and veterans. In this study, the two categories of promoting the international status of tourism and the needs of the community of the disabled and veterans, as causal conditions, have been influential on the desired central phenomenon. After studying the causal conditions, it is necessary to pay attention to the underlying conditions such as psychological, human resources and structure and take the required measures to improve them. It should be noted that when choosing strategies and effective measures in this regard, the intervening conditions such as the role of government, infrastructure barriers, and economic factors must be considered so that planners do not make mistakes in choosing their strategies. Strategies for developing the tourism of the disabled and veterans include central participation, functionalism and communication. The development of this type of tourism can create sustainable employment, encourage entrepreneurs, create a creative and innovative environment, and pave the way for sustainable development and a dynamic community suitable for all persons and promote a culture of social participation and civic pride. In the present study, we develop a theoretical model of research that illustrates the relationships between components and categories with research process data. This type of tourism, like other types of tourism, has its consequences. These include socio-cultural, tourism, and economic development. This type of tourism can also have negative effects, which can be minimized with proper management and proper training.
Conclusion
According to the proposed model, it is recommended that we consider the role of different factors in the adjustment of tourism spaces in order to sustainable tourism. By paying enough attention to contextual and interfering factors, the Yazd world registration and its historical-cultural identity have been a turning point for city managers and tourism officials to attract tourists from all groups with the proper planning and adjustment of tourism spaces. Managers and planners in the field of tourism should consider the causal conditions affecting accessible tourism, including the promotion of the international status of tourism and the special needs of the disabled community and veterans because without understanding these conditions properly, it will not be possible to identify the problems and issues related to this field of tourism comprehensively.
https://jut.ut.ac.ir/article_83909_d9082e339c97dbbfd4ca383fc66d26aa.pdf
2021-07-23
17
33
10.22059/jut.2020.301945.795
Disabled people and Veterans
adjustment
Tourism Spaces
Yazd city
Keramatollah
Zayyari
zayyari@ut.ac.ir
1
Professor of Geography and Urban Planning, University of Tehran, Tehran, Iran
LEAD_AUTHOR
Ahmad
Pourahmad
apoura@ut.ac.ir
2
Professor of Geography and Urban Planning, University of Tehran, Tehran, Iran
AUTHOR
Hossein
Hataminejad
hataminejad@ut.ac.ir
3
Associate Professor of Geography and Urban Planning, University of Tehran, Tehran, Iran
AUTHOR
Shahab
Nargani
shahab_nargani@yahoo.com
4
PhD in Geography and Urban Planning, University of Tehran, Tehran, Iran
AUTHOR
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ORIGINAL_ARTICLE
Effective Components of Marketing on the Image of Tourism Destination Case Study: Kish Island
Extended AbstractIntroductionTourism is growing as one of the fastest-growing economic sectors. Today, tourism is an influential force in global change and a solution for economies in need because the world's largest industry in terms of employment is domestic production and the fastest industry in terms of economic growth. Based on marketing methods, potential tourists can be attracted to the desired destinations. Therefore, the development of strategic marketing plans can effectively help achieve the desired goals. The discussion of tourism and tourism marketing is generally related to creating a pleasant experience for the customer from the destination, and building this experience is the task of marketing in the field of tourism. Kish Island is one of the most important tourist destinations of Iran with numerous benefits such as a high level of security, social tranquility, civic discipline, natural and manufactured attractions, various tourism services, strategic location and proximity to international cities in the region, access to free global waterways, the possibility of foreign nationals entering without obtaining a visa, existence of an independent airline, and shipping lines with the possibility of carrying a car. Therefore, considering the appropriate facilities and context for tourism development in Kish, it is necessary to identify and study the indicators affecting marketing. Therefore, this study aims to present a model of tourist behavioral tendencies with emphasis on the marketing of Kish tourist destinations. In this research, indicators, variables, and characteristics of the study area have been considered so that this model can be used to improve the marketing status of the destination and affect the destination image of Kish tourists. The combination of four components (infrastructure, tourist satisfaction, tourist motivation, tourism marketing) in the form of a model tries to examine the indicators and their impact on the tourism development process in Kish. MethodologyThis study is part of applied-developmental and descriptive-survey researches in terms of purpose and method, respectively. The study's statistical population was selected from air and sea inbound and outbound passengers of Kish Island in the three months of December to February 2020-2021, which 384 people were obtained based on Cochran's formula due to the total population. The data collection tool was a questionnaire distributed among tourists in person, and the partial least squares method was used to validate the model. Also, to assess the validity and reliability of the research model and respond to the hypotheses, confirmatory factor analysis has been used, and also, Smart PLS software has been exerted to model the structural equations. The AVE criterion and the CR criterion were used to calculate the convergent validity and the combined reliability coefficient. Results and discussionThe results showed that the tourism infrastructure variable is an exogenous independent variable and the destination marketing variable has a positive effect on the destination image (before and after the visit). Also, the research findings confirmed the impact of tourists 'motivation and satisfaction on the image of the destination after the visit. Finally, the effect of the image of the tourism destination on the future behavioural tendencies of tourists was also confirmed. The standard path coefficient of the research variables and the value of the obtained t-statistic showed that all research hypotheses had been confirmed. Also, the cross-validity of redundancy and commonality in this research has been obtained positively for all research constructs. Also, the values of the variables are generally obtained in the range of 0.15 to 0.35 or greater than 0.35. Therefore, the predictive power of research structures was moderate to strongly estimated. And the GOF index is 0.403, which shows that the model has a good fit. The results showed that the tourism infrastructure variable is an exogenous independent variable and the destination marketing variable has a positive effect on the destination image (before and after the visit). ConclusionThe study's findings confirmed the effect of tourists 'motivation and satisfaction on the image of the destination after the visit. Finally, the impact of the image of the tourist destination on the future behavioral tendencies of tourists was also confirmed. Based on the results of confirming the hypotheses, it can be said that the importance of destination marketing components in tourism destinations and its positive effect on improving the image of tourist destinations, while using the improvement of tourism infrastructure to increase the satisfaction and motivation of tourists, it can clarify the importance of destination marketing for tourism authorities and policymakers and help in a better and deeper understanding of this concept and policy-making. Despite the importance of this concept in the development of the tourism industry and the formation of rich literature globally, this issue has not been considered as it should be in tourism studies in Iran and Kish Island, which is one of the most important tourism destinations in the country. And the study gap and the need to pay more attention to this issue are felt in the Iranian tourism literature and the country's tourism development document as an upstream document.
https://jut.ut.ac.ir/article_83979_435e24966f6c260ce8ba7475a2a6a5f2.pdf
2021-07-23
35
50
10.22059/jut.2021.318164.877
Marketing
Destination image
Tourism Satisfaction
Kish Island
zahra
safazade aval
z.safazade@gmail.com
1
Department of business management-international Kish branch- Islamic Azad University- Kish Island - Iran
AUTHOR
alireza
Rousta
a.rousta@qodsiau.ac.ir
2
Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
LEAD_AUTHOR
Dariyoush
Jamshidi
darioush1986@yahoo.com
3
Department of Business Management, Khonj Branch, Islamic Azad University, Khonj, Iran
AUTHOR
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ORIGINAL_ARTICLE
Investigation the Effect of Cultural Intelligence of Tabriz Bazaar Traders and Shopkeepers on Loyalty of Domestic Tourists
Extended Abstract
Introduction
Tourism has further expanded and has become a more powerful industry in the world, whichhighly influences the economy of a country. Also, it is associated with several other sectors, such as advertising, endorsements, product placements, sponsorships, and commercial organizations. With the rapid changes of the twentieth century, tourism has now become one of the most important economic features among various societies. Cities are the most significant tourism destinations due to historical, cultural and shopping centers. Attendance of tourists in urban areas can contribute to the economic prosperity of a region, and this depends on several factors. One of the most important factors is the interaction between the host society and the tourists, which is named cultural intelligence, which affects the sense of loyalty of tourists for re-entry to tourism destinations. Cultural intelligence can lead to effective communication between the host society and tourists and will provide an important competitive advantage for the tourism industry in the region and also it can increase desire of tourist for re-visit of region. In addition, tourists’ loyalty is “a deeply held commitment to rebuy or re-patronize a preferred product/service consistently in the future thereby causing same repetitive brand or purchasing same brand set, despite situational influences and marketing efforts having the potential to cause switching behaviour.” Tourists’ loyalty also considers a vital feature for destination marketers, because it is connected to much desire with less cost, which includes keeping existing visitors rather than catching new ones. Due to its high potential and various monuments, Tabriz's city is considered one of the favorite destinations for domestic tourists. Among the monuments of Tabriz, the Tabriz grand bazaar, which UNESCO has registered, attracts an abundance of domestic tourists annually. The Bazaar of Tabriz is a historical market situated in the city center of it. It is one of the oldest bazaars in the Middle East and the largest covered bazaar in the world. So, it is important to study the cultural intelligence of Traders and shopkeepers of Tabriz bazaar and its impact on the loyalty of domestic tourists.
Methodology
The statistical population of this study is incoming tourists and visitors to the Tabriz bazaar and the sample size was selected by the Cochran formula (384). For collecting data and information the questionnaire was used. Data analysis was done by SPSS and AMOS. Also, correlation and structural equations were used to investigate the relationship between variables and test the hypotheses of the research.
Results and discussion
General characteristics of the respondents indicate that out of 384 respondents, 51% were male and 49% female. Of the total respondents 65 people were younger than 20, 264 people were between 20 – 45 years old, 43 people were between 45 – 65 years old, and 12 people were over 65 years old. Results showed that cultural intelligence and motivation of cultural intelligence have positive impact on the loyalty of domestic tourists. So that with the increase of one unit of cultural intelligence motivation, the loyalty of domestic tourists increased about 0/699 units, while the increasing of one unit of cultural intelligence of traders and shopkeepers of Tabriz bazaar caused 1/420 units increasing of domestic tourists’ loyalty. Also, the variables of cultural intelligence strategy, cultural intelligence knowledge and cultural intelligence behavior negatively influenced the loyalty of domestic tourists. The increase of one unit of cultural intelligence strategy of traders and shopkeepers of Tabriz bazaar caused to loyalty of domestic tourists decrease about 0/057 units, and increase of one unit of knowledge of cultural intelligence of traders and shopkeepers caused a decrease of 0/207 units of loyalty of domestic tourists and increase of one unit of cultural intelligence behavior of the traders and shopkeepers caused to loyalty of domestic tourists decrease about 0/076 unit.
Conclusion
This study was going to find the relationship between cultural intelligence variables, cultural intelligence strategy, cultural intelligence knowledge, cultural intelligence motivation, and cultural intelligence behavior of Tabriz bazaar traders and shopkeepers on loyalty of domestic tourists. Based on the literature, some hypotheses have been written and by using of structural equation modeling the results have shown that this research can be acceptable. The results show that cultural intelligence in the statistical community is admitted by tourists at an acceptable level and tourists' loyalty to the tourism destination and their desire to travel to this city is high so that the cultural intelligence of the Tabriz bazaar traders and shopkeepers effectively and positively affects the loyalty of the domestic tourists. Among the dimensions of cultural intelligence, the motivational dimension and the knowledge dimension were the most and least effective ones, respectively. Based on the research findings, in order to increase the loyalty of domestic tourists, it is suggested to strengthen the motivational dimension of cultural intelligence.
https://jut.ut.ac.ir/article_83908_6c916aa9652f489e53be6063c2becb96.pdf
2021-07-23
51
64
10.22059/jut.2020.298301.776
Cultural Intelligence
Loyalty
Domestic Tourists
Traders and Shopkeepers
Tabriz Bazaar
Fariba
Karami
fkarami@tabrizu.ac.ir
1
Professor of Natural Geography, University of Tabriz, Tabriz, Iran
LEAD_AUTHOR
Abolfazl
Ghanbari
a_ghanbari@tabrizu.ac.ir
2
Associate Professor of Geography and Urban Planning, University of Tabriz, Tabriz, Iran
AUTHOR
Mehdi
Abdolazim Davari
3
Master of Geography and Tourism Planning, University of Tabriz, Tabriz, Iran
AUTHOR
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45
ORIGINAL_ARTICLE
Explain the Strategic Planning Model of Biophilic Tourism
Case Study: Tehran Metropolis
Extended Abstract
Introduction
Tourism is the largest and fastest industry in the world, which has a great potential for growth and development and also it is an important tool for spatial development, but generally these activities are accompanied by the development of services and infrastructures such as hotels, roads and landscaping affect nature and change the ecological balance to meet the needs and desires of tourists by destroying habitats and natural spaces in cities and surrounding areas, and on the other hand, they lead to pollution and the density of hard and harsh constructions in the cities. Continuation of these activities will have adverse consequences on the biodiversity, ecosystem and natural spaces of cities. Therefore, in the face of this destructive development, a new approach to urban tourism planning is felt by adopting the best perceptions of urban planning and design in line with the natural environment. Such an approach reflects the characteristics of planning. It is a biophilic city that considers nature as a model, strategy and consultant. Biophilic tourism due to its nature-oriented feature in urban spaces through balance and environmental protection, reducing nature degradation, reducing waste accumulation, supporting local businesses and increasing local income, creating new businesses, creating innovative biophilic patterns in the city, utilization of indigenous natural phenomena and the environment, promotion of social capital and society supports environmental, economic and social sustainability. In addition to preserving nature, it also shows tourists how to love nature, all of which can contribute to the sustainability and development of urban tourism. Meanwhile, the city of Tehran is of special importance in terms of natural attractions and nature-based tourism and has outstanding features, and in this regard, it has undeniable opportunities for sustainable development of tourism through biophilic tourism. This issue indicates the importance of expanding biophilic tourism development planning in Tehran. Utilizing these opportunities requires strengthening the relationship between tourism and nature, introducing natural and biophilic attractions to the tourist, utilizing the existing places with the ability to create biophilic patterns in the city and providing the ground for creation of a unique independent identity of the city in the direction of biophilic tourism.
Methodology
The present research is applied and descriptive-analytical in terms of purpose and method, respectively. The required information and data have been collected through documentary-library and field methods. In this study, the identified strategies by 15 professors and PhD students and executive expert who are familiar with the subject and environment of the study area were modified and after saturating the opinion about comprehensiveness, were selected as the final research strategies. In order to analyze the data, multi-criteria decision making and SWARA method have been used to weigh and measure the importance of strategies and to discover the impact of each of the main strategies on biophilic tourism, Smart-PLS software has been exerted. In order to use the SWARA method, in the first step, 4 main axes and 20 strategies were identified. These final strategies were provided to the experts in order to rank them according to their importance. In the third step, the relative importance of each strategy to the higher strategy was determined and finally, using the degree of importance that the experts considered for each strategy, the final weight and the importance of each one, were obtained.
Results and discussion
Based on the findings and the opinion of experts, the strategies of organizations and institutions, infrastructure and conditions, attitudes and knowledge, and finally, biophilic activities were identified as the most important strategies, respectively. In the present study, strategies have been presented separately for each axis. In order to determine the final weight, the weighting process of these strategies must be done independently. The path coefficient for all paths drawn in the model is more than 1.96, which means that the path is significant and the structural model is appropriate. Among the obtained coefficients, the impact of institutions and organizations on infrastructure with a score of 15.892 and infrastructure on activities with a score of 11.289 have the highest score. After that, the impact of activities and attitudes is in the third place with a coefficient of 8.913. In terms of the main dimensions of research, institutions and organizations with a coefficient of 6.342 have the most significant impact on the pattern of biophilic tourism, and then the infrastructure is in the second place with a coefficient of 312.5. Attitudes and activities are in the third and fourth ranks with a coefficient of 4.314 and 2.20, respectively.
Conclusion
The results indicate that the realization of biophilic tourism in urban spaces will have important results and achievements for cities, such as the ability to enhance the relationship of nature, especially nature-oriented features in the city with the growth of the tourism industry according to the inherent and psychological needs of humans because today's human beings are suffering from urban life and trapped in harsh structures in cities. It will bring ecological balance and stability to cities. Today, the distance from nature in cities, in addition to disturbing the balance of the urban environment, has a negative impact on human thoughts and deprives them of their inherent needs. Biophilic tourism, as one of the forms of ecotourism tourism, tries to establish an inseparable link between humans and the natural environment through various biophilic patterns. This type of tourism can positively affect urban people in terms of thinking, vitality, mental and physical health, while stabilizing the city's ecosystem and preserving and developing biodiversity, and acquaints tourists with the indigenous natural phenomena of each region in terms of usage, characteristics, etc. Also, the implementation and development of sidewalks, green and open spaces in the city will be effective on social and aesthetic sustainability (urban appearance and visual landscape).
https://jut.ut.ac.ir/article_83914_40e38b9765658c7753eb12baa8bc52e9.pdf
2021-07-23
65
79
10.22059/jut.2021.299414.782
Strategic Planning
Biophilic Tourism
Tehran Metropolis
zahra
tardast
ztardast.52@gmail.com
1
PhD in Geography and Urban Planning, Central Tehran Branch, Islamic Azad University, Tehran, Iran
AUTHOR
Abolfazl
Meshkini
meshkini@modares.ac.ir
2
Associate Professor of Geography and Urban Planning, Tarbiat Modares University, Tehran, Iran
AUTHOR
Azita
Rajabi
azitarajabi.52@gmail.com
3
Associate Professor of Geography and Urban Planning, Central Tehran Branch, Islamic Azad University, Tehran, Iran
LEAD_AUTHOR
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46
ORIGINAL_ARTICLE
Developing a Framework for Measuring the Lasting Experience of foreign Tourists Traveled to Tehran
Extended Abstract
Introduction
Competitiveness is one of the most important concerns of business and activity in today's dynamic and competitive environment. In recent years, competition has been introduced as an economic concept that also affects the sustainable development of the travel and tourism industry. Like other consumer goods producers, tourism destinations must convince their customers that they can offer a combination of benefits. On the other hand, it should be noted that the tourist experience has a positive and significant effect on tourist satisfaction with the tourism destination and tourist satisfaction leads to loyalty and re-visit. Providing a unique and lasting experience for tourists, is one of the most important ways to increase their satisfaction and loyalty. It should also be noted that the image of the destination is widely and well-known influences the decision to choose the destination and post-trip evaluation and tourist’s future behaviors. Given the growing importance of tourism in today's world and the competitiveness of tourism markets around the world, tourism destinations are increasingly competing to attract tourists to each other. Expanding the tourism industry anywhere in the world requires special conditions and facilities such as climate, ancient and natural attractions, customs, infrastructure, facilities, and equipment. In recent decades, tourism, as the largest and most diverse industry globally, has played a significant role in creating added value for countries and, therefore, has been considered a source of income in the world. These days, tourism is regarded as one of the most essential and dynamic activities globally, so that globally, the number of foreign and domestic tourists and their income generation is constantly increasing.
Methodology
Since the purpose of the present study is to identify and rank the dimensions of foreign tourists traveled to Tehran, it can be said that the current research is applied-developmental research in terms of purpose. The study's statistical population is all foreign tourists who traveled to Tehran in March and April 2019 and visited the tourist attractions of this city. Then 400 questionnaires were distributed among these tourists, and a combined method was used to select the members of the statistical sample. To collect data, the library method has been used to review the research literature, and the field method (distribution and collection of questionnaires) has been exerted. Also, descriptive statistics were used to analyze the demographic data, and an exploratory factor analysis method was used to analyze the data related to the main research variable through SPSS software. Considering that the present study seeks to provide a framework for measuring the lasting experience of foreign tourists traveling to Tehran, the researcher intends to identify and rank the dimensions of lasting experience among these tourists. Therefore, exploratory factor analysis was used to identify these dimensions. As Habibpour Gotabi and Safari Shali (2016) state, exploratory factor analysis is one of the few methods that has been exploited to identify the dimensions of social phenomena. They note that the researcher can use exploratory factor analysis to examine experimental data to discover and identify the indicators and the relationships between them.
Results and Discussion
The findings of the present study show that 18 factors out of 70 items can be identified. Items 60, 61, and items 62 to 69, respectively, are the first factor. Items 25 to 34, respectively, are the second factor. Items 40 and 47 to 51, respectively, are the third factor. Items 12 to 15, respectively, are the fourth factor. Items 53, 54, 56 and 58, are the fifth factor. Items 5 to 9 are the sixth factor, respectively. Items 42 to 46 are the seventh factor, respectively. Items 52, 55, 57 and 59, are the eighth factor. Items 16, 19, 21 and 23, are the ninth factor. Items 17, 20 and 22, are the tenth factor. Items 36 to 39 are the eleventh factor, respectively. Items 11 and 12 are the twelfth factor. Item 35 is the thirteenth factor. Items 1, 2, 24, and 41 are the fourteenth factor. Item 1 is the fifteenth factor. Item 3 is the nineteenth factor. And finally, items 4, 18, and 63 are the eighteenth factor. It should be noted that out of the mentioned 18 factors, 9 factors can be explained and accepted.
Conclusion
This study aims to identify and rank the dimensions of the lasting experience of foreign tourists who traveled to Tehran as one of Iran's most important tourist destinations. Findings indicate that the lasting experience of foreign tourists traveled to Tehran has nine dimensions, which are in order of priority: new and good phenomena experience, unique experience, self-improvement, sensory experience, an ideal experience, local people interaction experience, service quality experience, local guide experience, and familiarity experience. The research findings are in line with the research findings of Aladdin and Chini (2012). The survey results analysis shows a correlation between all three dimensions of a physical product, experienced service, and food/drink with tourists' satisfaction. According to this, the relationship between the quality of the experienced service dimension and the satisfaction of tourists, which is in the highest rank, confirms the significance of these dimensions. Based on the findings in the current study, new and unique phenomena were identified with the highest priority, which is somewhat in line with the results of Borujeni and Behmanesh 2013, and the new dimension of the history and culture element, among the moderating and reinforcing features, the cost-value element and among the supporting factors and sources, the hospitality element have a more influential role on creating a memorable experience for cultural tourists visited Iran.
https://jut.ut.ac.ir/article_83915_f1f75d9e5f43c4a2c4cd108a7ba1d4f8.pdf
2021-07-23
81
96
10.22059/jut.2021.305794.812
Tourism
Lasting experience
Tourist Experience
Mohammad
Ghaffari
ghaffari.mohammad@ut.ac.ir
1
Assistant Professor, Faculty of Management and Accounting, Farabi Campus, University of Tehran
LEAD_AUTHOR
Seyed Ghodratollah
Naseri
s.qudrat.nasseri@gmail.com
2
PhD Student in Strategic Management, University of Tehran, Tehran, Iran
AUTHOR
goli
khalilipour
g.khalili2020@gmail.com
3
Master of Business Administration, Masoumeh University, Qom, Iran
AUTHOR
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1
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2
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4
حیدر زاده، کامبیز؛ نجفی، کبری؛ حسینی، سید علی (1396) تأثیر کیفیت خدمات گردشگری بر وفاداری به مقصد گردشگری با توجه به نقش میانجی تصویر ذهنی از مقصد گردشگری و رضایت گردشگران، فصلنامه مطالعات مدیریت گردشگری، دوره 12، شماره 40، صص. 153- 115.
5
دشت لعلی، زهرا؛ علیقلی، منصور؛ نوربخش، سید کامران (1399) ارائه الگوی کاربردی گردشگری هوشمند در مناطق شهری مطالعه موردی: شهر اصفهان، فصلنامه گردشگری شهری، دوره 7، شماره 2، صص.141-127.
6
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ORIGINAL_ARTICLE
Explaining the Effective Factors on the Attractiveness of Urban Tourism Destinations Case Study: Tehran Metropolis
Extended AbstractIntroductionA tourism destination is competitive if it can attract and satisfy potential tourists; this competition is determined by both specific tourism factors and a wide range of factors that affect tourism service providers, so many of these competitive efforts focus on destination advertising and destination development. The attractiveness of tourism destinations is one of the main factors in the competitiveness of tourism destinations. The main motivation for tourists to choose a place is according to their interests and preferences. The attractiveness of effective factor goals to achieve better economic conditions for the local community, as well as reflects a new mentality among people in one place. The concept of the attractiveness of destinations examines how social, political, economic, and environmental factors influence the promotion of competition in development. This study seeks to answer the following questions:-what factors affect the attractiveness of tourism destinations?-what is the structural model resulting from the attractiveness of tourism destinations? MethodologyIn terms of results, this research is considered as part of development research because it seeks to design a model of structural interpretive analysis of factors affecting the attractiveness of tourism destinations. In terms of purpose, this research is part of applied research. In fact, the research approach of this study is inductive-deductive in terms of data collection logic. For this purpose, first, by examining the theoretical foundations of the research, the effective factors on the attractiveness of tourism destinations were identified. Based on the deductive approach, an attempt was made to design essential and effective factors on the attractiveness of tourism destinations based on the attractiveness of tourism destinations on interpretive structural modeling. The data collection tool is a questionnaire based on an interpretive structural model. The statistical population was university professors and experts in the field who were selected by purposive sampling. Therefore, this study has selected a purposeful judgmental sampling (20 university professors and research experts) to conduct research. In the present study, in order to answer the research questions, the structural-interpretive modeling technique in MATLAB software environment has been used. Results and discussionThe findings of this study indicated that the structural model was classified into seven levels. The most effective level is the seventh one, which includes two factors such as natural landscape and infrastructure facilities. The natural landscape is considered as one of the main pillars of tourism so that tourism and the natural landscape are interdependent. The natural landscape forms many tourist attractions and the promotion and development of tourism in destinations depends on the natural landscape along with other factors. Also, along with the natural landscape, infrastructure facilities were identified as the most effective factor. Considering that nowadays, tourists are always looking for a quiet and pleasant place with desirable amenities, it can be done by providing services and infrastructure facilities such as accommodation, optimal transportation and creating a dynamic environment which can invite all members of society into the space of tourism destinations, create attractiveness of tourism destinations, and, consequently, provide the ground for attracting more and more tourists. This level directly affects the factors of the sixth level, i.e. welfare facilities. The sixth level also directly affects the fifth level, which includes proper access and environmental quality, and also, the fifth level affects the factors of the fourth level, as well as the fourth level on the third, the third level on the second, and finally the second on the first. ConclusionThe purpose of this study was to design an interpretive structural model of the effective factors on the attractiveness of tourism destinations using the ISM approach. The results of implementing the ISM model showed that the model includes seven levels. The seventh level is the most effective one, which includes two factors such as natural landscape and infrastructure facilities. Also, the results of leveling the identified factors showed that the highest level of mental image factors and the reputation and credibility of the destination have taken place. In other words, it can be said that the output resulting from the strengthening of the mentioned factors leads to a positive mental image of tourism destinations, as well as promoting the reputation and credibility of tourism destinations. The results of the implementation of the Mick Mac model showed that in the first area, the independent cluster, none of the identified factors were located, which indicates strong interactions and connections between the identified factors for the attractiveness of tourism destinations. In other words, it can be said that the interaction between the identified factors provides the basis for the attractiveness of tourism destinations. In the dependent cluster, i.e. the second area, environmental security factors, situation of reputation and credibility of the tourism destination, and mental image of the destination are located. It can be said that these factors are influenced by other ones; that is, other factors try to come these factors to fruition. In the third area, i.e. the cluster of factors of people's economic interactions with tourists, the shape and natural landscape, local community behaviour, special events, factors, amenities, environmental quality of the destination are located. The identified factors play the role of an intermediate factor, that is, they affect the stimulus cluster and affect the dependent cluster. The fourth cluster (stimulus cluster) are the factors of the amount of media advertising, appropriate access, attractive cultural and historical resources, and infrastructure facilities. Factors related to stimulus clusters have high impact power.
https://jut.ut.ac.ir/article_83916_02c01880ad2429f3f49cdd415a66b489.pdf
2021-07-23
97
111
10.22059/jut.2021.325500.914
Attractiveness of Tourism Destinations
Urban Tourism
mental image
Infrastructure Facilities
Interpretive Structural Model Approach
Safar
Fazli
fazli@soc.ikiu.ac.ir
1
Professor, Department of Industrial Management, , Imam Khomeini International University, Qazvin, Iran
LEAD_AUTHOR
Mahmoud
Samadi
goodarz.samadi@gmail.com
2
Postdoctoral Student, Department of Industrial Management, , Imam Khomeini International University, Qazvin, Iran
AUTHOR
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38
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44
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46
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51
ORIGINAL_ARTICLE
Tourism Destination's Reputation and Visitors' Affective Evaluation and Cognitive Perception
Case Study: Isfahan City
Extended Abstract
Introduction
In recent years, brand and reputation issues have been widely discussed nationally, regionally, in local communities, and destination marketing strategies. Reputation is a component of attractiveness and encompasses the overall image of the destination. Reputation plays a vital role in tourism development. It positively affects the image of the destination, perception of the value and loyalty of tourists to a destination, and ultimately their satisfaction. The reputation of a destination plays an essential role in attracting tourists. Besides, reputation is a critical aspect in evaluating destination characteristics based on visitors' affective evaluation and cognitive perception. Isfahan has long been known as a domestic and international tourism destination. The city hosts many local and international tourists with its many potentials, including numerous historical sites and climatic and natural diversity. Previous studies show that Isfahan has not been adequately introduced to tourism markets despite having many historical and cultural attractions and does not have a perfect destination image. Paying attention to the components of Isfahan's urban reputation and identifying them based on visitors' perceptions will help better understand the preferences and needs of tourists and what they want to experience. In this regard, this study's primary purpose is to investigate the factors affecting Isfahan's reputation and the affective and cognitive assessment of the city's reputation from the perspective of two groups of people who have traveled to Isfahan or have not traveled. The presented model in this study examines the relationship between cognitive perception and affective evaluation with destination reputation and the mediating role of destination image, residents' hospitality, and local people's attitude towards tourists, which researchers in previous studies have not considered.
Methodology
The indicators were collected based on previous studies and then approved by experts to design a questionnaire to measure dependent and independent variables. After assessing the questionnaire's validity by 15 tourism and marketing management professors, the designed questionnaire was distributed among 30 respondents. After reviewing and analyzing the answers, the wording of some questions was corrected, and then the final questionnaire was developed.
Its validity was calculated based on Cronbach's alpha that was obtained 0.895, which indicates the appropriate validity of the research questions. To test the designed model, questionnaires were distributed by random sampling among two groups of people who have traveled to Isfahan or not. The statistical sample of 384 people was selected based on the Cochran model. After distributing and discarding the distorted and incomplete questionnaires, 295 complete questionnaires were processed using SPSS software.
Results and discussion
This study's results helped enrich the theoretical literature in the field of reputation and management of tourism destinations. The presented model in this study examined the relationship between cognitive perception and affective evaluation with the destination's reputation and the mediating role of the destination image, the hospitality of residents, and local people's attitude towards tourists. Identifying these relationships is very important for marketers of tourism destinations so that they can continuously attract tourists. The destination's image, the hospitality of the residents, and the local people's attitude towards the tourists play a mediating role in shaping the destination's reputation. Therefore, even though tourists have a positive affective evaluation and cognitive perception; if the destination does not have a good image, its residents are not hospitable and do not have a good attitude towards tourists and these factors will probably not affect the reputation of the destination. The results showed that among the effective factors on Isfahan's reputation, the destination image affects its reputation more than other factors. There is no significant difference in the city's reputation between the attitude of people who visited Isfahan and people who have not been there before. This research showed that the reputation of the destination and the recommendation of friends and relatives are critical factors in introducing Isfahan to visitors, and media, exhibitions, and training have a minimal role in this regard. It can be said that paying attention to comfort, diversity of destination activities, security, proper infrastructure, good transportation, marketing, and promotion of cultural attractions strengthened the cognitive perception of visitors to the destination and positively enhanced its reputation, providing leisure facilities for tourists can be attractive and have a positive effect on their attitudes towards Isfahan.
Conclusion
Reputation is an essential factor in choosing Isfahan and encourages tourists to respect the destination and the residents. The destination's good reputation makes it more believable and reliable for tourists and affects the degree of loyalty, satisfaction, and promotion of visitors' image of the destination. This study shows that destination image, hospitality, and local community attitudes have a positive effect on reputation. The findings indicate that unique attractions and entertainment have the most significant effect on Isfahan's reputation. Pay more attention to innovation and creativity in providing products and services, gaining trust in the target market, and better management of attractions can promote the image of Isfahan. The results showed that people's cognitive perception of Isfahan's reputation was a factor in revisiting this city and directly affected people's perception of reputation. There was a high correlation between the cognitive perception and reputation of Isfahan.
https://jut.ut.ac.ir/article_83911_c8ee5994ce8895fddd4ec3f394d57346.pdf
2021-07-23
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10.22059/jut.2021.302828.798
Destination reputation
Affective Evaluation
Cognitive Perception
Tourism
Isfahan City
Zeinab
Aghadadashi
z.aghadadashi70@gmail.com
1
M.A. of Tourism Marketing, Mazandaran University, Babolsar, Iran
AUTHOR
Roozbeh
Mirzaei
r.mirzaei@umz.ac.ir
2
Assistant Professor of Tourism Management, Mazandaran University, Babolsar, Iran
LEAD_AUTHOR
Mehdi
Ramezanzadeh
m.ramezanzadeh@umz.ac.ir
3
Associate Professor of Tourism Management, Mazandaran University, Babolsar, Iran
AUTHOR
آهنگر احمدی، ساناز (1395) تحلیل نقش برند میراث جهانی در جذب گردشگران بینالملل بازدیدکننده از ایران. پایاننامه کارشناسی ارشد مدیریت بازاریابی جهانگردی، به راهنمایی روزبه میرزائی و مشاوره آندریاس دیتمن، دانشکده علوم انسانی و اجتماعی، دانشگاه مازندران، بابلسر.
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41
ORIGINAL_ARTICLE
The Effect of Development Stimulus Projects on the Promotion of Urban Tourism
Case Study: District 11 of Tehran
Extended Abstract
Introduction
Tourism is one of the most dynamic economic activities of the present age that can play an important role in the development of cities and achieving sustainability. Development stimulus projects can help to promote urban tourism. In this way, in addition to revitalization in urban areas, improving the quality of the environment and re-establishing social life; tourism development is also created. Highlighting historical sites, producing and re-producing collective memories and centers of belonging, creating new tourist spaces, etc. through development stimulus projects is the first step to attracting tourists mentally. This raises a wide range of categories and phenomena called urban tourism, which ensures real and civic-urban life by realizing the potential of urban tourism, and historical texture and identity in relation to urban tourism.
District 11, as one of the central areas of Tehran, has the opportunity to attract tourists through various tourist attractions, especially cultural tourism (due to the existence of cultural-artistic centers such as cultural-artistic zones of Rudaki, Vahdat Hall, Theater Shahr, Daneshjoo Park, Arfa Park, Shahriar St. sidewalk, Cultural Foundation, Hassanabad Square, Holy Quran Museum, Qajar period historical houses, (House of Behzad, a prominent Iranian miniature artist, Famour Historical House, Sheikh Hadi Tomb, Timur Tash Historical House, Ustad Moghadam House and Museum, Anis Al-Dawlah Historical House, Amir Bahador House, Tehran Registry Museum), Naib Agha Bazaar (Viceroy), etc.) as well as important economic centers and specialized markets with extra-regional functions and nationwide book publishing centers. Accordingly, this district is a destination for shopping and cultural-artistic tourists. On the other hand, due to its long history and the existence of valuable but worn-out structures, this region needs to develop a program and implement development stimulus projects, especially tourism projects. Because the revitalization of urban spaces is possible through development stimulus projects, which in turn can lead to the development of tourism. Therefore, the present study tries to study the development stimulus projects in this region, to examine their role in promoting the development of tourism in this region, and in this regard, seeks to answer the following question: -What is the effect of development stimulus projects on promoting the development of tourism in District 11 of Tehran?
Methodology
The present research is part of applied and descriptive-analytical research in terms of purpose and implementation method, respectively, and based on library and field studies. Thus, in the theoretical foundations section, documentary-library studies and field data and questionnaire tools have been used to access research data and information. Dimensions and indicators are obtained based on available sources and theoretical foundations and research. The statistical population of the experts' research includes geography and urban planning professors and PhD students of Tehran University and Central Tehran Branch of Islamic Azad University. To determine the statistical sample size, Sample Power software was used, which estimated 30 people as the sample size. After these steps, the questionnaire was distributed among the statistical community and by defining the latent and obvious variables in the Amos software environment, the effect of each indicator of the development stimulus project on the promotion of urban tourism was investigated.
Results and discussion
In this study, the endogenous variable of tourism development and the exogenous variable is development stimulus projects that were obtained with four variables of physical- spatial, social, economic and environmental. In this study, the latent variables are tourism development (economic, social, managerial, ecological), physical-spatial, social, economic, and environmental, which are shown by the obvious variables. The results of the tables show the validity and reliability of the structure. Fortunately, the modified measurement model has both structural reliability and structural validity. In the first stage, the indicators of physical-spatial, social, economic and environmental projects have a significant and positive effect on the variable of development stimulus projects. The path coefficient (beta) of the intensity of the effect and the direction of these examined paths have also been evaluated positively.
Conclusion
Beta value in the path of physical-spatial projects to development stimulus projects with a coefficient of 0.55, social projects on development stimulus projects with a coefficient of 0.43 and economic projects on development stimulus projects with a coefficient of 0.79, environmental projects with a coefficient of 0.34, and finally, the variable of development stimulus projects have an impact on tourism development with a coefficient of 0.63. Based on the findings, it can be said that among the variables affecting development stimulus projects, economic projects and then physical-spatial projects have the most effect on the variable of development stimulus projects. In total, development stimulus projects with an intensity of 0.63 will affect the development of tourism in the 11th district of Tehran. In other words, if the exogenous variable (independent) of the stimulus projects for the development of a unit changes, the development of tourism will change 0.63 units in the same direction (positive). Therefore, it can be said that the research hypothesis, which is the role of development stimulus projects on tourism development, is confirmed. It can be explained that improving the quality of tourism spaces by relying on development stimulus projects according to the needs and requirements of the region and considering the special position of the region on the one hand preserves the social and economic system of the region (according to the existence of the Enghelab and Valiasr market order in this region) and subsequently prevent the destruction of their physical structure. In addition, the cultural and artistic system of this region will be strengthened (due to the existence of Roudaki cultural-artistic zone and Shahriar sidewalk and the two cultural elements of Vahdat Hall and Theater Shahr).
https://jut.ut.ac.ir/article_83913_fcbf10764a6435fadbebbb1373353ec9.pdf
2021-07-23
127
140
10.22059/jut.2021.325648.915
Development Stimulus Projects
Spatial Quality
Urban Tourism
District 11 of Tehran
Mehdi
Bozorgnia
bozorgniya@yahoo.com
1
PhD Student, Department of Geography and Urban Planning, North Tehran Branch, Islamic Azad University, Tehran, Iran
AUTHOR
Alireza
Estalaji
alirezaestelaji.1888@gmail.com
2
Professor of the Department of Geography and Planning, Imam Shahrari Memorial Branch, Islamic Azad University, Tehran, Iran
LEAD_AUTHOR
ali
sheikh azami
alisheikhazami@yahoo.com
3
Assistant Professor, Department of Geography and Urban Planning, Islamic Azad University, North Tehran Branch, Faculty of Marine Science and Technology, Tehran, Iran
AUTHOR
استعلاجی، علیرضا و خوشنیت بیاتی، محمد (1391) شناخت توانمندیهای گردشگری و ارائه الگوهای بهینه توسعه گردشگری از دیدگاه جغرافیای کاربردی (مطالعه موردی: شهرری)، جغرافیا (انجمن جغرافیای ایران)، دوره 10، شماره 34، صص. 275-251.
1
اسدی پیمان، زهرا؛ توکلینیا، جمیله؛ رضویان، محمدتقی؛ قورچی، مرتضی (1399) ارزیابی کیفیت مقصد گردشگری مرکز شهر تهران (مطالعه موردی: بازار بزرگ، منطقه 12 تهران)، فصلنامه گردشگری شهری، دوره 7، شماره 3، صص.50-35.
2
اسعدی، علی؛ پرتوی، پروین؛ حبیبی، کیومرث (1399) ارزیابی محورهای مطلوب پیاده مداری بهمنظور ارتقای گردشگری شهری مطالعه موردی: بافت مرکزی و تاریخی شهر سقز، فصلنامه گردشگری شهری، دوره 7، شماره 3، صص. 33-17.
3
افخمی، فاطمه (1392) بازآفرینی شهری با رویکرد گردشگری شهری؛ نمونـه مـوردی محـدوده ورودی بـازار بزرگ تبریـز، پایاننامه کارشناسی ارشد طراحی شهری، به راهنمایی محمد سعید ایـزدی، دانشـکده معمـاری و شهرسـازی، دانشـگاه هنـر اسلامی تبریز.
4
پوراحمد، احمد؛ حسینی سیاه گلی، مهناز؛ صفدری مولان، امین (1395) ارزیابی شاخصهای توسعه پایداری گردشگری در جوامع میزبان مطالعه موردی: شهر ساری، مجله آمایش جغرافیایی فضا، دوره 6، شماره 21، صص. 172-159.
5
حاجی حسینی، حجت اله؛ اشتری، حسن؛ مهدنژاد، حافظ (1393) نقش نظریه شهر خلاق در پویش اقتصاد فرهنگی و زندگی شهری، فصلنامه ترویج علم، دوره 5، شماره 2 پیاپی 7، صص. 37-15.
6
حیدریان قراملکی، ژیال (1394) طراحی مسیر گردشگری با اولویت پیاده در بافت تاریخی شـهر تبریـز، پایاننامـه کارشناسـی ارشد گرایش طراحی شهری، به راهنمایی سینا رزاقی اصل، دانشکده معماری و شهرسازی، دانشگاه تربیت دبیر شهید رجایی.
7
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ORIGINAL_ARTICLE
Explaining the Model of Customer Value Co-Creation Behavior in the Development of Medical Tourism Industry of Guilan Province
Extended Abstract
Introduction
The development of communication techniques and the transfer of medical knowledge has led to the emergence of a new form of tourism called medicine. Medical tourism includes any trip to promote health and, as one of the dimensions of tourism, contributes to the sustainable development and dynamism of the country's economy. Medical tourism is also a national strategy to increase the country's income and an arm of national security. Although there is no single definition of medical tourism, it can be defined as the extensive travel of people from their place of residence for health. Recovery is achieved through physical and mental health.
Gilan province, as one of the most important and touristic provinces of the country, can be the center of medical tourism in Iran, but the medical tourism industry in Gilan has not been able to attract more patients along with its therapeutic capacities due to the existence of regional competitors, which have actively occupied a significant share of the medical tourism market. Therefore, value creation is a new form of business strategy that emphasizes the continuous creation and recognition of common values of organizations and customers.
Methodology
This research is part of the results of a combined study (qualitative and quantitative). This research has been done in two qualitative and quantitative stages. The statistical population of the research, in the qualitative phase, included managers and scientific and executive experts with more than five years of experience in the field of medical tourism and medical tourists, and in the quantitative phase included the heads of hospitals and medical tourists referring to hospitals in Guilan province. First, 16 experts and tourists were selected by purposive sampling method, and a semi-structured interview was conducted with them and then questionnaires containing information extracted from the research model among 50 heads and managers of hospitals. Gilan province was selected and distributed by census method, and 250 medical tourists from the same hospitals were selected and distributed by the non-probability method. In order to construct the model, first, semi-structured interviews and available documents and resources were used, and to determine the desired index, interviews and receiving the views of tourists and medical tourism experts were used. In order to evaluate the research measurement model, exploratory factor analysis, confirmatory factor analysis, convergent validity, divergent validity, and combined reliability and reliability by Cronbach's alpha method were applied and also, GOF criteria were exerted to fit the model. SPSS21 and PLS software programs were used to perform data analysis.
Results and discussion
The findings showed that in the categorical cluster, the causal conditions of the main categories of tourism capability and sub-categories, including culture building, service development capability, human resource management, and communication capability and in the categorical cluster, the underlying conditions of the main categories of medical tourism infrastructure, and in the cluster, the central phenomenon of the main category of organizational value co-creation and sub-categories of medical tourism product, medical tourism price, medical tourism location, and medical tourism advertisements and in the cluster of action strategies and interactions, the main category of customer value co-creation and sub-categories of tourist motivation, tourist resources, the interaction of tourists, and in the cluster of main category’s results of the co-creation behavior and sub-categories of loyalty and citizenship behavior were obtained. In this regard, 59 related concepts have been identified and examined. The first path reveals the impact of medical tourism capabilities on the co-creation of organizational value. In this analysis, the path coefficient value was calculated to be 0.21 and significant (3.16). Therefore, the first hypothesis of the research was confirmed. The path between medical tourism infrastructure and organizational value co-creation shows that this variable was considered an influential factor in organizational value co-creation. Therefore, the second hypothesis of the research was confirmed (t = 2.01 and the value of the path coefficient is 0.22). The third hypothesis reflects the relationship between organizational value co-creation and customer value co-creation. In this analysis, the path coefficient value was calculated to be 0.25 and significant (3.45). Therefore, the third hypothesis of the research was confirmed. The fourth hypothesis reflects the relationship between customer value co-creation and value co-creation behavior. In this analysis, the path coefficient value was calculated to be 0.24 and significant (2.77). Therefore, the fourth hypothesis of the research was confirmed.
Conclusion
Based on the paradigm model, strategies for creating organizational value, including the combination of medical tourism as the central phenomenon and medical tourism capabilities as the causal conditions that cause the creation and development of the phenomenon, were selected. Customer value co-creation, including resources, motivation and interaction of tourists, were considered strategies of action or confrontation that express purposeful behaviors and interactions adopted in response to the phenomenon and under the influence of the context. Medical tourism infrastructures were considered as factors that influence action or interaction strategies under certain conditions. Finally, loyalty and citizenship behavior were considered the consequences of adopting action or confrontation strategies (including customer value co-creation). The responsible organizations in the medical tourism industry of Guilan province, using the present model to form the customer value co-creation behavior, pave the way for citizenship behavior with a high level of tourist loyalty. This is important by planning and implementing it in order to create components such as instilling a sense of social responsibility, tolerating shortcomings and shortcomings, and sustained commitment to improving superior and innovative services. Also, to implement the customer value co-creation behavior, the present study recommends increasing the amount of information and knowledge of tourists.
https://jut.ut.ac.ir/article_83917_aee012f522da3a6093087b3e9b99d851.pdf
2021-07-23
141
159
10.22059/jut.2021.327185.927
Value Co-Creation Behavior
customer
Medical Tourism
Guilan province
Maryam
Hasanzadeh
maryamhasanzadeh11@yahoo.com
1
PhD Student in Marketing Management, Rasht Branch, Islamic Azad University, Rasht, Iran
AUTHOR
Narges
Delafrooz
delafrooz.n@gmail.com
2
Assistant Professor, Department of Business Management, , Rasht Branch, Islamic Azad University, Rasht, Iran
LEAD_AUTHOR
Ali
Gholipoor Soleimani
gholipourbahman@yahoo.com
3
Assistant Professor, Department of Business Management, Islamic Azad University of Rasht,, Rasht, Iran
AUTHOR
Kambiz
Shahroodi
drkambizshahroodi1@yahoo.com
4
Associate Professor, Department of Business Management, , Rasht Branch, Islamic Azad University, Rasht, Iran
AUTHOR
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