دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 مقالات آماده انتشار 2026 07 26 A Framework for Smart Governance in Sustainable Management of World Heritage Tourism Destinations: The Case of Persepolis چارچوبی برای حکمرانی هوشمند در مدیریت پایدار مقاصد گردشگری میراث جهانی (مطالعه موردی: تخت‌جمشید). 108071 10.22059/jut.2026.405012.1344 FA محمد حسن زال هیئت علمی دانشگاه مازندران 0000-0001-7086-2536 نازنین تبریزی دانشیار گروه مدیریت جهانگردی دانشگاه مازندران 0000-0002-9367-704X پدرام فرهادی دانشجوی دکتری گردشگری دانشگاه مازندران 0009-0008-5591-0390 Journal Article 2025 10 26 Abstract <br /> The management of heritage destinations in today’s world faces pressing challenges such as tourism pressure, the imperative of sustainable preservation, and the need to employ emerging technologies. In this context, smart governance provides an effective framework for bridging the gap between tourists’ experiences and heritage policymaking. The aim of this study was to design and validate a localized, technology-oriented, and measurable model for optimizing tourism management at the World Heritage Site of Persepolis. The research adopted an applied approach with a descriptive–analytical design. Data were collected through a structured questionnaire administered to 384 tourists visiting the site in the spring of 2025 and analyzed using structural equation modeling. The results indicated that smart infrastructures enhanced destination management efficiency by facilitating accessibility and integrating services; perceived usefulness increased tourists’ readiness to adopt and employ technology in their visit experiences; interactive experiences fostered stronger connections between tourists and the site while encouraging greater participation in heritage-related activities; and behavioral intention to use technology supported more sustainable patterns of interaction between tourists and destination management. Nevertheless, overlaps among certain constructs and relative weaknesses in behavioral pathways revealed that reliance on purely technological analysis was insufficient, underscoring the need to account for cultural and social dimensions in interpreting results. Overall, the findings demonstrate that smart governance, through a combined technological and cultural approach, can pave the way for advancing sustainable tourism management in heritage destinations.<br /> Keywords: Cultural Heritage Tourism; Smart Governance; Tourist Technology Acceptance; Sustainable Management; Persepolis<br /> Extended Abstract Introduction<br /> Introduction<br /> The sustainable management of cultural heritage destinations has increasingly become a global concern due to challenges such as overtourism, environmental degradation, and the necessity of preserving historical sites for future generations. In recent years, the paradigm of smart governance has emerged as a promising approach that integrates technological innovation with cultural and managerial frameworks. Smart governance emphasizes the synergy between digital infrastructures, data-driven decision-making, and stakeholder engagement, offering a pathway to enhance both visitor experience and heritage preservation. Persepolis, as one of Iran’s most significant World Heritage Sites, faces constant pressure from increasing tourist numbers alongside the need for sustainable conservation. This study sought to address these challenges by designing and validating a conceptual model that incorporates smart city elements, smart tourism principles, and the technology acceptance model (TAM) to provide an indigenous and measurable framework for effective destination governance.<br /> Methodology<br /> This research followed an applied orientation with a descriptive–analytical design. Data collection was conducted through a structured questionnaire administered to 384 tourists who visited Persepolis during the spring of 2025. The questionnaire was developed based on established constructs from the smart tourism and technology acceptance literature, ensuring both content validity and contextual adaptation. Respondents were selected using convenience sampling at the site. The survey captured demographic variables such as age, gender, and education level, alongside measures of perceived usefulness, smart infrastructure, interactive experiences, and behavioral intention to adopt technology. The collected data were analyzed using structural equation modeling (SEM), which allowed examination of direct and indirect pathways between constructs and assessment of the proposed conceptual framework. This methodological approach ensured robust testing of hypotheses while providing insights into the mediating role of cultural and social dimensions in smart governance.<br /> Results and Discussion<br /> The findings revealed that smart infrastructures significantly enhanced the efficiency of destination management by facilitating accessibility, integrating services, and improving real-time monitoring. Tourists who perceived higher levels of technological usefulness demonstrated stronger readiness to adopt and apply smart tools during their visits, which in turn elevated the quality of their experiences. Interactive experiences, such as augmented reality applications and digital guidance systems, strengthened visitors’ emotional and cognitive connections with Persepolis and promoted more active engagement in heritage-related activities. Moreover, behavioral intention to use technology was found to support more sustainable patterns of interaction between tourists and destination management, indicating long-term potential for fostering responsible visitor behavior.<br /> However, the analysis also highlighted certain limitations. Overlaps among some constructs suggested conceptual redundancy, while relatively weaker effects in behavioral pathways indicated that technology alone cannot fully account for governance outcomes. This points to the critical importance of integrating cultural and social interpretations alongside technological measures. For instance, the limited direct influence of smart mobility on visitor management underscored the gap between regional infrastructure and on-site services, suggesting that broader systemic alignment is necessary for optimal results. Similarly, the modest role of smart technologies such as mobile applications and digital signage in directly shaping tourist behavior emphasized the need for culturally sensitive design that resonates with local narratives and visitor expectations.<br /> These findings resonate with broader discussions in the smart tourism literature, which caution against overreliance on digital solutions while neglecting socio-cultural contexts. The study demonstrates that while technology facilitates operational efficiency and visitor engagement, the sustainability of heritage governance ultimately depends on its integration with cultural interpretation, stakeholder participation, and policy consistency.<br /> Conclusion<br /> In summary, this research provided empirical evidence for the role of smart governance in enhancing the sustainable management of heritage destinations, with Persepolis serving as a case study. The results confirmed that smart infrastructures, perceived usefulness, interactive experiences, and behavioral intentions are critical determinants in shaping effective governance frameworks. Yet, the observed gaps and overlaps highlight that technological solutions must be complemented by cultural, social, and institutional considerations to achieve long-term success.<br /> The proposed model contributes to both academic discourse and practical policymaking by offering a localized, technology-driven, and measurable framework that links tourists’ lived experiences with heritage governance strategies. For policymakers and destination managers, the findings suggest that investments in digital infrastructure should be coupled with cultural adaptation, capacity building, and stakeholder engagement to maximize effectiveness. Ultimately, the study underscores that smart governance, when pursued through a holistic blend of technology and culture, has the potential to pave the way toward sustainable tourism management in World Heritage destinations. مدیریت مقاصد میراثی در دنیای امروز با چالش‌هایی همچون فشار گردشگری، ضرورت حفاظت پایدار و نیاز به بهره‌گیری از فناوری‌های نوین روبه‌رو است. در چنین شرایطی، رویکرد حکمرانی هوشمند می‌تواند چارچوبی کارآمد برای پیوند میان تجربه گردشگر و سیاست‌گذاری میراثی فراهم آورد. هدف پژوهش حاضر تحلیل روابط میان سه سازه‌ی «شهر هوشمند»، «گردشگری هوشمند» و «پذیرش فناوری» و تبیین نقش آن‌ها در مدیریت پایدار سایت میراث جهانی تخت‌جمشید است. این مطالعه از نوع کاربردی و کمی بوده و با روش مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی (PLS-SEM) انجام شد تا مسیرهای مستقیم و غیرمستقیم میان متغیرها بررسی گردد. داده‌ها از طریق پرسش‌نامه ساختاریافته در میان ۳۸۴ نفر از گردشگران بازدیدکننده در بهار ۱۴۰۴ گردآوری شد. نتایج نشان داد که زیرساخت‌های هوشمند با تسهیل دسترسی و یکپارچه‌سازی خدمات، کارآمدی مدیریت مقصد را افزایش داده و ادراک سودمندی موجب شد گردشگران آمادگی بیشتری برای پذیرش فناوری و به‌کارگیری آن در تجربه بازدید خود داشته باشند. تجربه‌های تعاملی نیز پیوند عمیق‌تری میان گردشگران و محوطه ایجاد کرده و مشارکت آنان را در فعالیت‌های میراثی تقویت نمود، در حالی که قصد رفتاری برای استفاده از فناوری الگوهای پایدارتر تعامل میان گردشگران و مدیریت مقصد را پشتیبانی کرد. با وجود این، هم‌پوشانی میان برخی سازه‌ها و ضعف نسبی در مسیرهای رفتاری نشان داد که اتکا به تحلیل‌های فناورانه کافی نیست و تبیین نتایج نیازمند توجه به ابعاد فرهنگی و اجتماعی نیز هست. در مجموع، یافته‌ها آشکار ساخت که حکمرانی هوشمند با رویکردی ترکیبی از فناوری و فرهنگ می‌تواند مسیر ارتقای مدیریت پایدار گردشگری در مقاصد میراثی را هموار سازد.