TY - JOUR ID - 68104 TI - Identification and Prioritization of Effective Components and Processes in Performance Evaluation of Forest-Mountain Tourism Supply Chain Management (Central Mazandaran JO - urban tourism JA - JUT LA - en SN - 2423-6926 AU - mohammadzadeh larijani, Fatemeh AU - Darban Astaneh, Ali AU - Rezvani, Mohammadreza AU - Motiee Langroodi, Sayyid Hassan AD - Ph.D. Student of Geography and Rural Planning, University of Tehran, Tehran, Iran AD - Assistant Professor of Geography and Rural Planning, University of Tehran, Tehran, Iran AD - Professor of Geography and Rural Planning, University of Tehran, Tehran, Iran Y1 - 2019 PY - 2019 VL - 6 IS - 1 SP - 87 EP - 106 KW - Performance Evaluation KW - Supply Chain Management KW - Rural Tourism KW - DANP Technique KW - Central Mazandaran DO - 10.22059/jut.2018.254027.464 N2 - The highly competitive environment in tourism services, tourism activists are forced to seek new ways to improve their competitive advantage. Tourism Supply chain management is one of the most effective strategies that tourism firms can use to increase their competitive advantage. A study on the performance evaluation of supply chain management in the service sector, such as tourism, is very limited in comparison with the manufacturing sector. This shows the necessity of further study in this field. The purpose of this study was to identify the processes and components of rural tourism supply chain management using the Delphi method and their ranking with the DANP method. For this purpose, two groups of academic experts and local managers of Mazandaran were selected by snowball sampling method. Two questionnaires were designed In the form of Likert spectrum and paired comparisons. Experts' views were used to increase formal validity. To assess the reliability of the questionnaire, the fitting coefficient of paired comparisons was used. The fitting coefficient was 0/0035 and it was of sufficient reliability. The studied area is mountainous and forest villages of central Mazandaran city including Savadkouh, Babol, Amol and Noor. A total 28 tourism routes and 164 tourist villages were identified. Finally, of 164 villages, 72 villages were identified as the main destination of tourists in tourism routes. Of the identified villages, 19 villages were located in Savdkouh, 17 villages in Babol, 19 villages in Amol and 17 villages in Noor.The results show that, according to local experts, the management process of performance assessment has the highest priority and the knowledge management process has the least importance in assessing the performance of rural tourism supply chain management. Based on the results, the rank and importance of the processes are as follows: 1) Performance Management; 2) Capacity Management; 3) Financial Management; 4) Market Management; 5) Demand Management; 6) Risk Management; 7) Customer Relationship Management; 8) Supplier Relationship Management; 9) Order Process Management; 10) information management; 11) knowledge management. UR - https://jut.ut.ac.ir/article_68104.html L1 - https://jut.ut.ac.ir/article_68104_c5eb2c3a290f4b9fe40c1981012c3d33.pdf ER -