University of Tehranurban tourism2423-69269120220421Explanation of structural relationship of the brand equity of an Ecolodge with the satisfaction of its tourists; Case study: Atashouni Ecolodge in the khor and Biabanak County, Isfahan ProvinceExplanation of structural relationship of the brand equity of an Ecolodge with the satisfaction of its tourists; Case study: Atashouni Ecolodge in the khor and Biabanak County, Isfahan Province1168722310.22059/jut.2022.334580.983FAAliRahimiM.A. Tourism Planning, University of Tehran, Tehran, Iran0000-0002-7669-5035Mohammad RezaRezaeiAssociate Professor of Geography and Urban Planning, Yazd University, Yazd, Iran0000-0002-6721-3014Journal Article14001005
<strong> </strong>
<strong>Abstract</strong>
The strength of the brand of a tourist destination as well as ecotourism accommodations are strengthened and weakened depending on the special value of the brand. Considering the significant effect that the brand value of a resort has on its development, this research aims to investigate the structural relationship between the satisfaction of the tourists of Atashoni Ecotourism Resort and the brand value of this resort. The upcoming research is applied in terms of purpose and analytical in terms of descriptive method; Information was collected in the library and field based on a questionnaire tool and the collected data were analyzed in SPSS25 and AMOS24 software. According to the findings of this research, the effect of fulfilling the functional and basic needs of the tourists of Atashoni ecotourism accommodation on the brand awareness of this accommodation and the effect of fulfilling the functional needs on loyalty, perceived quality, and loyalty to the accommodation brand, the effect of fulfilling the basic needs on loyalty, perceived quality and The brand image of the accommodation and the effect of meeting the motivational needs on loyalty, awareness, perceived quality and the brand image of the Atashoni ecotourism accommodation are confirmed. The results showed that the strongest known relationship in the research model is related to the effect of functional, basic, and emotional needs on the loyalty of tourists of Atashoni ecotourism accommodation with a factor load of 0.91, 88, and 84, respectively; The mentioned figures indicate a very strong relationship and show that the managers of this residence should prioritize providing the functional, basic and emotional needs of tourists; Finally, according to the findings of the research, suggestions were presented to improve the performance of the residence under study.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
Although eco lodge has good branding potential, less effort has been made to brand them, and less research has been done in the field of research. In Iran, ecolodge has faced rapid growth, but the situation is qualitatively different. Fewer ecolodges have pursued their qualitative development seriously. One of the ecolodges that effectively follows the path of development and attracts domestic and foreign ecotourists in the form of a branded ecolodge, is Atshouni ecolodge, which is the oldest among ecotourism resorts in Iran. Accepting the assumption that the development of ecolodge brings with it the development of tourism, the sustainable development of the destination, and the pursuit of the local community's interests, the need to address it becomes clear. In this regard, the present study seeks to examine the impact of Atshouni tourists' satisfaction on brand equity based on the need to strengthen the brand of well-known ecolodge and the significant impact that tourist satisfaction has on the development and stability of eco lodge. The research hypotheses are:
-Functional needs have a significant effect on the brand loyalty of Atashouni eco lodge;
-Functional needs have a significant effect on the brand awareness of Atashouni eco lodge;
-Functional needs have a significant impact on the brand quality of Atashouni eco lodge;
-Functional needs have a significant effect on the brand image of Atashouni eco lodge;
-Basic needs have a significant effect on the brand loyalty of Atashouni eco lodge;
-Basic needs have a significant effect on the brand awareness of Atashouni eco lodge
-Basic needs have a significant impact on the brand quality of Atashouni eco lodge;
-Basic needs have a significant effect on the brand image of Atashouni eco lodge;
-Motivational needs have a significant effect on brand loyalty of Atashouni eco lodge;
-Motivational needs have a significant effect on the brand awareness of Atashouni eco lodge;
-Motivational needs have a significant effect on the brand quality of Atashouni eco lodge
-Motivational needs have a significant effect on the brand image of Atashouni eco lodge<strong>.</strong>
<strong> </strong>
<strong>Methodology</strong>
The present research is practical and descriptive-analytical in terms of purpose and nature, respectively. Data collection was library and field, and the indicators used in the survey stage were taken from the Konknik brand equity and Kano satisfaction models. The statistical population of the present study was the tourists of Atashouni ecolodge, and a statistical sample of 250 items was selected. The reliability of the research instrument has been confirmed to the desired level by Cronbach's alpha coefficient, and experts have confirmed its validity. Analysis of research data after coding was performed in SPSS and AMOS software programs.
<strong> </strong>
<strong>Results and discussion</strong>
Since the CR obtained for Hypotheses 2 and 6 is more than 1.96 and the P-value is acceptable, the impact of tourist satisfaction in terms of functional and basic needs on the brand awareness was not confirmed. Other research hypotheses were confirmed as follows:
-The impact of functional needs of tourists on brand loyalty of Atashouni eco lodge;
-The impact of functional needs on the brand quality of Atashouni eco lodge;
-The impact of functional needs on the brand image of Atashouni eco lodge;
-The impact of basic needs on the brand loyalty of eco lodge of Atashouni eco lodge;
-The impact of basic needs on the brand awareness of Atashouni eco lodge;
-The impact of basic needs on the brand quality of Atashouni eco lodge;
-The impact of basic needs on the brand image of Atashouni eco lodge;
-The impact of motivational needs on the brand loyalty of Atashouni eco lodge;
-The impact of motivational needs of tourists on brand awareness of Atashouni eco lodge;
-The impact of motivational needs on the brand quality of Atashouni eco lodge; and
-The impact of motivational needs of tourists on the brand image of Atashouni eco lodge.
<strong> </strong>
<strong> </strong>
<strong>Conclusion</strong>
In the present study, an attempt was made to investigate the impact of tourism satisfaction components on the main dimensions of the brand equity of Atashouni eco lodge. The results showed that the strongest relationship known in the research model is related to the impact of functional, basic, and emotional needs on loyalty of tourists to Atashouni eco lodge. The findings indicated a strong relationship, which accommodation managers should prioritize meeting tourists'
<strong> </strong>
<strong>Abstract</strong>
The strength of the brand of a tourist destination as well as ecotourism accommodations are strengthened and weakened depending on the special value of the brand. Considering the significant effect that the brand value of a resort has on its development, this research aims to investigate the structural relationship between the satisfaction of the tourists of Atashoni Ecotourism Resort and the brand value of this resort. The upcoming research is applied in terms of purpose and analytical in terms of descriptive method; Information was collected in the library and field based on a questionnaire tool and the collected data were analyzed in SPSS25 and AMOS24 software. According to the findings of this research, the effect of fulfilling the functional and basic needs of the tourists of Atashoni ecotourism accommodation on the brand awareness of this accommodation and the effect of fulfilling the functional needs on loyalty, perceived quality, and loyalty to the accommodation brand, the effect of fulfilling the basic needs on loyalty, perceived quality and The brand image of the accommodation and the effect of meeting the motivational needs on loyalty, awareness, perceived quality and the brand image of the Atashoni ecotourism accommodation are confirmed. The results showed that the strongest known relationship in the research model is related to the effect of functional, basic, and emotional needs on the loyalty of tourists of Atashoni ecotourism accommodation with a factor load of 0.91, 88, and 84, respectively; The mentioned figures indicate a very strong relationship and show that the managers of this residence should prioritize providing the functional, basic and emotional needs of tourists; Finally, according to the findings of the research, suggestions were presented to improve the performance of the residence under study.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
Although eco lodge has good branding potential, less effort has been made to brand them, and less research has been done in the field of research. In Iran, ecolodge has faced rapid growth, but the situation is qualitatively different. Fewer ecolodges have pursued their qualitative development seriously. One of the ecolodges that effectively follows the path of development and attracts domestic and foreign ecotourists in the form of a branded ecolodge, is Atshouni ecolodge, which is the oldest among ecotourism resorts in Iran. Accepting the assumption that the development of ecolodge brings with it the development of tourism, the sustainable development of the destination, and the pursuit of the local community's interests, the need to address it becomes clear. In this regard, the present study seeks to examine the impact of Atshouni tourists' satisfaction on brand equity based on the need to strengthen the brand of well-known ecolodge and the significant impact that tourist satisfaction has on the development and stability of eco lodge. The research hypotheses are:
-Functional needs have a significant effect on the brand loyalty of Atashouni eco lodge;
-Functional needs have a significant effect on the brand awareness of Atashouni eco lodge;
-Functional needs have a significant impact on the brand quality of Atashouni eco lodge;
-Functional needs have a significant effect on the brand image of Atashouni eco lodge;
-Basic needs have a significant effect on the brand loyalty of Atashouni eco lodge;
-Basic needs have a significant effect on the brand awareness of Atashouni eco lodge
-Basic needs have a significant impact on the brand quality of Atashouni eco lodge;
-Basic needs have a significant effect on the brand image of Atashouni eco lodge;
-Motivational needs have a significant effect on brand loyalty of Atashouni eco lodge;
-Motivational needs have a significant effect on the brand awareness of Atashouni eco lodge;
-Motivational needs have a significant effect on the brand quality of Atashouni eco lodge
-Motivational needs have a significant effect on the brand image of Atashouni eco lodge<strong>.</strong>
<strong> </strong>
<strong>Methodology</strong>
The present research is practical and descriptive-analytical in terms of purpose and nature, respectively. Data collection was library and field, and the indicators used in the survey stage were taken from the Konknik brand equity and Kano satisfaction models. The statistical population of the present study was the tourists of Atashouni ecolodge, and a statistical sample of 250 items was selected. The reliability of the research instrument has been confirmed to the desired level by Cronbach's alpha coefficient, and experts have confirmed its validity. Analysis of research data after coding was performed in SPSS and AMOS software programs.
<strong> </strong>
<strong>Results and discussion</strong>
Since the CR obtained for Hypotheses 2 and 6 is more than 1.96 and the P-value is acceptable, the impact of tourist satisfaction in terms of functional and basic needs on the brand awareness was not confirmed. Other research hypotheses were confirmed as follows:
-The impact of functional needs of tourists on brand loyalty of Atashouni eco lodge;
-The impact of functional needs on the brand quality of Atashouni eco lodge;
-The impact of functional needs on the brand image of Atashouni eco lodge;
-The impact of basic needs on the brand loyalty of eco lodge of Atashouni eco lodge;
-The impact of basic needs on the brand awareness of Atashouni eco lodge;
-The impact of basic needs on the brand quality of Atashouni eco lodge;
-The impact of basic needs on the brand image of Atashouni eco lodge;
-The impact of motivational needs on the brand loyalty of Atashouni eco lodge;
-The impact of motivational needs of tourists on brand awareness of Atashouni eco lodge;
-The impact of motivational needs on the brand quality of Atashouni eco lodge; and
-The impact of motivational needs of tourists on the brand image of Atashouni eco lodge.
<strong> </strong>
<strong> </strong>
<strong>Conclusion</strong>
In the present study, an attempt was made to investigate the impact of tourism satisfaction components on the main dimensions of the brand equity of Atashouni eco lodge. The results showed that the strongest relationship known in the research model is related to the impact of functional, basic, and emotional needs on loyalty of tourists to Atashouni eco lodge. The findings indicated a strong relationship, which accommodation managers should prioritize meeting tourists' https://jut.ut.ac.ir/article_87223_fca403a1159feb6ad5ea6da27c20910e.pdfUniversity of Tehranurban tourism2423-69269120220421Develop a tourism destination management model with an emphasis on beach sports Case study: Hormozgan coastal cities
Document Type : Article extracted From phd dissertationDevelop a tourism destination management model with an emphasis on beach sports Case study: Hormozgan coastal cities
Document Type : Article extracted From phd dissertation17318722410.22059/jut.2022.338450.1009FAFiroozehRezaei SarkhaeiPhD Student, Department of Sports Management, Qeshm Branch, Islamic Azad University, Qeshm, IranHamidrezaSaybaniAssistant Professor,Department of Sport Management, Qeshm Branch,Islamic Azad University,Qeshm,Iran0000000236598741MehdiSavadiAssistant Professor,Department of Sport Management, Qeshm Branch,Islamic Azad University,Qeshm,Iran0000-0002-3072-4232Journal Article20211226<strong>Abstract</strong><br />The tourism industry, as one of the most important phenomena of the third millennium, has had a significant impact on the economic growth and dynamism and cultural exchanges of countries during the past half-century with its exponential growth. This research was conducted to know the factors affecting the management of sports tourism destinations on the coasts of Hormozgan province. Factors affecting the development of beach sports tourism were prepared through interviews with experts and a questionnaire based on 6 criteria and 60 sub-criteria was compiled. The research population included tourists who were active in beach sports. Questionnaires based on the Morgan table were distributed among 387 tourists. The reliability of the questionnaire was done with Cronbach's alpha test and its validity with confirmatory factor analysis. The normality of the data was checked with the Kolmogorov-Smirnov test and their correlation with the correlation coefficient. Then Friedman's test was used to rank the effect of the main criteria and sub-criteria. The correlation coefficient indicated the existence of a significant relationship at the 99% level between the main criteria of the research. Friedman's test showed that the criteria of 1) economic marketing, 2) infrastructure facilities, 3) public relations and advertising, 4) social-cultural, 5) political security and 6) managerial are respectively the most important in the development of beach sports tourism in Hormozgan province has In this way, encouraging and supporting private investors, creating infrastructure structures and improving the quality services and marketing of beach sports play a major role in achieving the economic-sports development of Hormozgan beaches.<br /><strong> </strong><br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />One of the tourist attractions that play a role in choosing tourist destinations is sports tourism. With the improvement of the socio-cultural situation of the people, the need to visit tourism capacities has increased and people to reduce their internal stress, increase and promote a sense of calm, decide to visit sports events, and use the potential of sports tourism, which take on different geographical locations.<br />Hormozgan province, located on the northern shores of the Persian Gulf, has a good potential and capacity in the development of beach sports tourism. Soft and sandy beaches, flatness of the beach, suitable depth of the sea for water sports, beautiful marine-coastal ecosystem, beautiful islands and suitable climate for sports are its environmental features. Unfortunately, the government and private companies have ignored this natural benefit and have not made adequate investments in the development of beach-water sports tourism. The large number of tourists who travel to Hormozgan throughout the year is often spontaneous, whose main motivation is to visit the beach, swim, shop, and watch the beautiful islands of the Persian Gulf. If this tourism destination is managed and invested in infrastructure, transportation network, resorts and recreation areas, restaurants and children's playgrounds, and adult entertainment, the field can be provided to attract domestic and foreign tourists. The southern countries of the Persian Gulf hold sporting events every year, especially beach-water sports, with large investments and earn a lot of money from it. Therefore, in order to attract sports tourists, especially water-beach sports in Hormozgan province, a solution must be considered in order to enter this coastal region into a competitive tourism market in the Middle East. So this could be possible if managers and the officials guide the coasts of this province by managing the integrity, correct capabilities and environmental potentials. Therefore, in order to achieve this approach and identify the managerial factors that have led to the development of sports tourism in the coastal cities of Hormozgan province, in the present study, a plan has been developed to advance management strategies of tourism to answer the question as follow:<br />- What are the effective criteria on tourism destination management in coastal cities of Hormozgan province?<br /><strong> </strong><br /><strong>Methodology</strong><br />This study is part of the applied research in terms of purpose and is based on a descriptive survey method. The research population included beach-water sports tourists on the coasts of Hormozgan province. A questionnaire was developed among tourists. The standard number of questionnaires based on the Morgan table is 384 questionnaires. In this study, a sample size of 410 questionnaires was distributed, and 395 questionnaires were collected. T-test statistics are used to interpret this test's output results and evaluate the significance of the relationship between variables. The results of all sub-criteria have been obtained more than 1.96. In the present study, Cronbach's alpha coefficient was used to evaluate the reliability of the questionnaire, which has a coefficient of 0.780 and indicates the reliability of the questionnaire. Kolmogorov-Smirnov test was used to test the normality of the research criteria; the level of significance of which for socio-cultural, economic and marketing, political and security criteria, infrastructure, management and public relations, and advertising criteria was 0.070, 0.061, 0.062, 0.059, 0.052 and 0.057, respectively, which indicate that the criteria of this study are normal. For inferential analysis of the response of beach sports tourists, structural equation modeling from Amos Graphic software was applied to the criteria and sub-criteria of the research. Then, a correlation coefficient was used to identify the relationship between the main criteria of the research.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />Analysis of the research community responses showed that the significance level of the criteria was less than 0.05, and indicates that the effect of these criteria is significant on the management of beach sports development and its results are reliable. Based on the correlation coefficient results, the relationship between the criteria is significant at the level of 99%. It indicates that a change in one criterion can cause changes in another one. According to the Friedman test, the economic-marketing criterion with an average rank of 33.8 has the most significant effect on tourism development management with a beach sports approach. Next, with an average rating of 3.81, infrastructure was ranked second in tourism development priority. Then, public relations, advertising, socio-cultural, political and security, and management were the following priorities, with an average rank of 3.80, 3.40, 3.36, and 2.75.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results of the present study showed that the economic-marketing criteria in the field of beach sports and tourist attraction, sports facilities for the beach, public relations and advertising of beach sports, socio-cultural, political-security characteristics and management have the greatest importance in the development of beach sports in Hormozgan province. Economic criteria with an emphasis on proper marketing and in line with the modern science of marketing and advertising have a critical role in the development of beach sports. With appropriate management and private and public sector investments in beach sports for attracting domestic tourists, especially foreign ones, the economy of the region and even the country will be booming. Researchers' studies show that the tourism economy is developing, and developed countries are at the top of the tourist attraction list. Also, the construction and renovation of infrastructure facilities and the improvement of its welfare systems are in second place after the economic criterion.<br /> <br /> <strong>Abstract</strong><br />The tourism industry, as one of the most important phenomena of the third millennium, has had a significant impact on the economic growth and dynamism and cultural exchanges of countries during the past half-century with its exponential growth. This research was conducted to know the factors affecting the management of sports tourism destinations on the coasts of Hormozgan province. Factors affecting the development of beach sports tourism were prepared through interviews with experts and a questionnaire based on 6 criteria and 60 sub-criteria was compiled. The research population included tourists who were active in beach sports. Questionnaires based on the Morgan table were distributed among 387 tourists. The reliability of the questionnaire was done with Cronbach's alpha test and its validity with confirmatory factor analysis. The normality of the data was checked with the Kolmogorov-Smirnov test and their correlation with the correlation coefficient. Then Friedman's test was used to rank the effect of the main criteria and sub-criteria. The correlation coefficient indicated the existence of a significant relationship at the 99% level between the main criteria of the research. Friedman's test showed that the criteria of 1) economic marketing, 2) infrastructure facilities, 3) public relations and advertising, 4) social-cultural, 5) political security and 6) managerial are respectively the most important in the development of beach sports tourism in Hormozgan province has In this way, encouraging and supporting private investors, creating infrastructure structures and improving the quality services and marketing of beach sports play a major role in achieving the economic-sports development of Hormozgan beaches.<br /><strong> </strong><br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />One of the tourist attractions that play a role in choosing tourist destinations is sports tourism. With the improvement of the socio-cultural situation of the people, the need to visit tourism capacities has increased and people to reduce their internal stress, increase and promote a sense of calm, decide to visit sports events, and use the potential of sports tourism, which take on different geographical locations.<br />Hormozgan province, located on the northern shores of the Persian Gulf, has a good potential and capacity in the development of beach sports tourism. Soft and sandy beaches, flatness of the beach, suitable depth of the sea for water sports, beautiful marine-coastal ecosystem, beautiful islands and suitable climate for sports are its environmental features. Unfortunately, the government and private companies have ignored this natural benefit and have not made adequate investments in the development of beach-water sports tourism. The large number of tourists who travel to Hormozgan throughout the year is often spontaneous, whose main motivation is to visit the beach, swim, shop, and watch the beautiful islands of the Persian Gulf. If this tourism destination is managed and invested in infrastructure, transportation network, resorts and recreation areas, restaurants and children's playgrounds, and adult entertainment, the field can be provided to attract domestic and foreign tourists. The southern countries of the Persian Gulf hold sporting events every year, especially beach-water sports, with large investments and earn a lot of money from it. Therefore, in order to attract sports tourists, especially water-beach sports in Hormozgan province, a solution must be considered in order to enter this coastal region into a competitive tourism market in the Middle East. So this could be possible if managers and the officials guide the coasts of this province by managing the integrity, correct capabilities and environmental potentials. Therefore, in order to achieve this approach and identify the managerial factors that have led to the development of sports tourism in the coastal cities of Hormozgan province, in the present study, a plan has been developed to advance management strategies of tourism to answer the question as follow:<br />- What are the effective criteria on tourism destination management in coastal cities of Hormozgan province?<br /><strong> </strong><br /><strong>Methodology</strong><br />This study is part of the applied research in terms of purpose and is based on a descriptive survey method. The research population included beach-water sports tourists on the coasts of Hormozgan province. A questionnaire was developed among tourists. The standard number of questionnaires based on the Morgan table is 384 questionnaires. In this study, a sample size of 410 questionnaires was distributed, and 395 questionnaires were collected. T-test statistics are used to interpret this test's output results and evaluate the significance of the relationship between variables. The results of all sub-criteria have been obtained more than 1.96. In the present study, Cronbach's alpha coefficient was used to evaluate the reliability of the questionnaire, which has a coefficient of 0.780 and indicates the reliability of the questionnaire. Kolmogorov-Smirnov test was used to test the normality of the research criteria; the level of significance of which for socio-cultural, economic and marketing, political and security criteria, infrastructure, management and public relations, and advertising criteria was 0.070, 0.061, 0.062, 0.059, 0.052 and 0.057, respectively, which indicate that the criteria of this study are normal. For inferential analysis of the response of beach sports tourists, structural equation modeling from Amos Graphic software was applied to the criteria and sub-criteria of the research. Then, a correlation coefficient was used to identify the relationship between the main criteria of the research.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />Analysis of the research community responses showed that the significance level of the criteria was less than 0.05, and indicates that the effect of these criteria is significant on the management of beach sports development and its results are reliable. Based on the correlation coefficient results, the relationship between the criteria is significant at the level of 99%. It indicates that a change in one criterion can cause changes in another one. According to the Friedman test, the economic-marketing criterion with an average rank of 33.8 has the most significant effect on tourism development management with a beach sports approach. Next, with an average rating of 3.81, infrastructure was ranked second in tourism development priority. Then, public relations, advertising, socio-cultural, political and security, and management were the following priorities, with an average rank of 3.80, 3.40, 3.36, and 2.75.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results of the present study showed that the economic-marketing criteria in the field of beach sports and tourist attraction, sports facilities for the beach, public relations and advertising of beach sports, socio-cultural, political-security characteristics and management have the greatest importance in the development of beach sports in Hormozgan province. Economic criteria with an emphasis on proper marketing and in line with the modern science of marketing and advertising have a critical role in the development of beach sports. With appropriate management and private and public sector investments in beach sports for attracting domestic tourists, especially foreign ones, the economy of the region and even the country will be booming. Researchers' studies show that the tourism economy is developing, and developed countries are at the top of the tourist attraction list. Also, the construction and renovation of infrastructure facilities and the improvement of its welfare systems are in second place after the economic criterion.<br /> <br /> https://jut.ut.ac.ir/article_87224_da1cfece479d7931f47873003ee998e2.pdfUniversity of Tehranurban tourism2423-69269120220421Analysis of the Role of Social and Cultural Factors in the Development of Ecotourism in ZanjanAnalysis of the Role of Social and Cultural Factors in the Development of Ecotourism in Zanjan33478722510.22059/jut.2022.334502.982FAFiroozehHaji Ali AkbariDepartment of Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran0000-0002-3757-2122NargesMousaviDepartment of Management, Zanjan Branch, Islamic Azad University, Zanjan, IranHomaDoroudiDepartment of Management, Zanjan Branch, Islamic Azad University, Zanjan, IranJournal Article20211226<strong>Abstract</strong>
In case of a lack of proper planning and management, tourism development can have major negative effects on economic development, the physical environment, and the social-cultural structure of the society. Based on this, achieving the development of successful and sustainable ecotourism in such a way that it can achieve its goals and create fewer impacts and consequences for the destinations requires understanding the structures and factors that make up the host communities, especially the cultural and social influencing factors. In this research, an attempt was made to investigate the role of social and cultural factors in the development of ecotourism in Zanjan city. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research included university professors, employees of the cultural heritage organization, experts in the field of tourism, etc., including 396 people, and the sample size was estimated to be 213 people using Cochran's formula. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and AMOS software with descriptive statistics and structural equation modeling. The findings showed that cultural factors with a path coefficient of 0.48 have a positive and significant effect on the development of ecotourism in such a way that this factor can explain 23% of the variance of the dependent variable. Also, the results of the research showed that social factors with a path coefficient of 0.38 have a positive and significant effect on the development of ecotourism in Zanjan city so this factor can predict 14.4% of the variance of the dependent variable.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
In recent years, managers and planners in the city of Zanjan, as one of the historical and influential regions of Iran, have been trying to improve the position of this destination in the tourism industry. This region has long played a special role in the exchanges of civilizations due to its economic, cultural and political position as well as due to its special geographical location. Zanjan city is a source of cultural and tourism assets that in the presence of numerous historical monuments, creating maps in cultural and historical events, mirrors and ceremonies, the unique and rooted lifestyle of its inhabitants throughout history, literary resources and scientific, cultural and civil institutions, and in general, a collection of cultural heritage and tourist attractions. Paying attention to this region's social and cultural structure in the development plans as a tourist destination and using the tourism development strategy can contribute to the economic, social and cultural growth and revive the atmosphere of this region. Accordingly, the present study, while addressing the theoretical gap of tourism in which the role and position of social and cultural factors in the development of ecotourism has been neglected, seeks to answer the basic question as follow:
-What effect social and cultural factors on the development of ecotourism in Zanjan?
<strong>Methodology</strong>
The present study is applied and descriptive-analytical research in terms of purpose and method, respectively. A questionnaire was used to collect information. The questionnaire questions were designed using a range of five Likert options from strongly agree to disagree strongly. The statistical population of this study included university professors, employees of the Cultural Heritage Organization, experts in the field of tourism, etc., including 396 people. The sample size was estimated at 213 people using Cochran's formula. The validity of the questionnaire was confirmed in two stages of face and face validity by obtaining opinions from professors and experts and divergent validity was calculated by calculating the mean-variance index (AVE). The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the combined reliability coefficient (CR) and was confirmed. In this study, SPSS and AMOS software programs were used to analyze the research data.
<strong> </strong>
<strong>Results and discussion</strong>
The findings of this study indicated that in connection with the hypothesis that cultural factors have a significant effect on the development of ecotourism in Zanjan. The path coefficient (0.48) is estimated. Also, in such a way that the value of T statistic obtained is equal to 5.67 and is greater than 1.96. In addition, the value of the significant level obtained is equal to 0.001, since the value of the significant level obtained is less than 0.05; therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that cultural factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 23% of the variance of the variable depends on cultural factors, which include the components of cultural heritage protection, cultural exchanges, handicraft development, development and expansion of eco-lodges, tourism, and cultural attractions of the region, can be explained.
In connection with the social factors hypothesis, it significantly affects the development of ecotourism in Zanjan. The path coefficient (0.38) is estimated. Also, the T statistic value obtained is equal to 3.89 and is greater than 1.96. In addition, the value of the obtained significant level is equal to 0.003, since the value of the significant level obtained is less than 0.05. Therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that social factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 14.4% of the variance of the dependent variable can be explained by social factors, which include the components of social interaction, security, participation, and education.
<strong> </strong>
<strong>Conclusion</strong>
Findings from the test of research hypotheses also showed that cultural factors positively affected the development of ecotourism in Zanjan. In fact, because tourism itself is a cultural thing, more than other modern phenomena of human life, its development is influenced by cultural factors and components. Based on this finding, it can be said that attention to cultural factors and components has an important place in the planning and management of tourism development. In managing attractions, especially in coordination with the destination, attention should be paid to tangible and intangible cultural components. Take measures to manage the cultural exchanges of the destination and guests. Due to its cultural and indigenous roots, cultural factors have a high impact on tourism development and provide an opportunity to attract tourists seeking authentic experiences in areas with cultural treasures, which can lead to the development of tourism and thus lead to economic benefits for tourism purposes. Therefore, the protection of cultural factors, including cultural and historical heritage, while maintaining the attractiveness of tourism destinations will lead to better development of these destinations. The second hypothesis test findings showed that social factors had a positive and significant effect on the development of ecotourism. Based on this result, it can be claimed that by strengthening the social components in tourism destinations while helping to develop tourism better, its negative effects on local communities are reduced. At the same time, its positive effects are strengthened, and more social development opportunities are forthcoming. The goals are set. Accordingly, destinations with stronger social infrastructure can enjoy more benefits and positive effects of tourism development.<strong>Abstract</strong>
In case of a lack of proper planning and management, tourism development can have major negative effects on economic development, the physical environment, and the social-cultural structure of the society. Based on this, achieving the development of successful and sustainable ecotourism in such a way that it can achieve its goals and create fewer impacts and consequences for the destinations requires understanding the structures and factors that make up the host communities, especially the cultural and social influencing factors. In this research, an attempt was made to investigate the role of social and cultural factors in the development of ecotourism in Zanjan city. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research included university professors, employees of the cultural heritage organization, experts in the field of tourism, etc., including 396 people, and the sample size was estimated to be 213 people using Cochran's formula. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated using Cronbach's alpha. Data analysis was done using SPSS and AMOS software with descriptive statistics and structural equation modeling. The findings showed that cultural factors with a path coefficient of 0.48 have a positive and significant effect on the development of ecotourism in such a way that this factor can explain 23% of the variance of the dependent variable. Also, the results of the research showed that social factors with a path coefficient of 0.38 have a positive and significant effect on the development of ecotourism in Zanjan city so this factor can predict 14.4% of the variance of the dependent variable.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
In recent years, managers and planners in the city of Zanjan, as one of the historical and influential regions of Iran, have been trying to improve the position of this destination in the tourism industry. This region has long played a special role in the exchanges of civilizations due to its economic, cultural and political position as well as due to its special geographical location. Zanjan city is a source of cultural and tourism assets that in the presence of numerous historical monuments, creating maps in cultural and historical events, mirrors and ceremonies, the unique and rooted lifestyle of its inhabitants throughout history, literary resources and scientific, cultural and civil institutions, and in general, a collection of cultural heritage and tourist attractions. Paying attention to this region's social and cultural structure in the development plans as a tourist destination and using the tourism development strategy can contribute to the economic, social and cultural growth and revive the atmosphere of this region. Accordingly, the present study, while addressing the theoretical gap of tourism in which the role and position of social and cultural factors in the development of ecotourism has been neglected, seeks to answer the basic question as follow:
-What effect social and cultural factors on the development of ecotourism in Zanjan?
<strong>Methodology</strong>
The present study is applied and descriptive-analytical research in terms of purpose and method, respectively. A questionnaire was used to collect information. The questionnaire questions were designed using a range of five Likert options from strongly agree to disagree strongly. The statistical population of this study included university professors, employees of the Cultural Heritage Organization, experts in the field of tourism, etc., including 396 people. The sample size was estimated at 213 people using Cochran's formula. The validity of the questionnaire was confirmed in two stages of face and face validity by obtaining opinions from professors and experts and divergent validity was calculated by calculating the mean-variance index (AVE). The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the combined reliability coefficient (CR) and was confirmed. In this study, SPSS and AMOS software programs were used to analyze the research data.
<strong> </strong>
<strong>Results and discussion</strong>
The findings of this study indicated that in connection with the hypothesis that cultural factors have a significant effect on the development of ecotourism in Zanjan. The path coefficient (0.48) is estimated. Also, in such a way that the value of T statistic obtained is equal to 5.67 and is greater than 1.96. In addition, the value of the significant level obtained is equal to 0.001, since the value of the significant level obtained is less than 0.05; therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that cultural factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 23% of the variance of the variable depends on cultural factors, which include the components of cultural heritage protection, cultural exchanges, handicraft development, development and expansion of eco-lodges, tourism, and cultural attractions of the region, can be explained.
In connection with the social factors hypothesis, it significantly affects the development of ecotourism in Zanjan. The path coefficient (0.38) is estimated. Also, the T statistic value obtained is equal to 3.89 and is greater than 1.96. In addition, the value of the obtained significant level is equal to 0.003, since the value of the significant level obtained is less than 0.05. Therefore, this path coefficient is significant and the research hypothesis is confirmed, so it can be said that social factors have a significant impact on the development of ecotourism in Zanjan. Also, according to the value of the obtained path coefficient, it can be stated that 14.4% of the variance of the dependent variable can be explained by social factors, which include the components of social interaction, security, participation, and education.
<strong> </strong>
<strong>Conclusion</strong>
Findings from the test of research hypotheses also showed that cultural factors positively affected the development of ecotourism in Zanjan. In fact, because tourism itself is a cultural thing, more than other modern phenomena of human life, its development is influenced by cultural factors and components. Based on this finding, it can be said that attention to cultural factors and components has an important place in the planning and management of tourism development. In managing attractions, especially in coordination with the destination, attention should be paid to tangible and intangible cultural components. Take measures to manage the cultural exchanges of the destination and guests. Due to its cultural and indigenous roots, cultural factors have a high impact on tourism development and provide an opportunity to attract tourists seeking authentic experiences in areas with cultural treasures, which can lead to the development of tourism and thus lead to economic benefits for tourism purposes. Therefore, the protection of cultural factors, including cultural and historical heritage, while maintaining the attractiveness of tourism destinations will lead to better development of these destinations. The second hypothesis test findings showed that social factors had a positive and significant effect on the development of ecotourism. Based on this result, it can be claimed that by strengthening the social components in tourism destinations while helping to develop tourism better, its negative effects on local communities are reduced. At the same time, its positive effects are strengthened, and more social development opportunities are forthcoming. The goals are set. Accordingly, destinations with stronger social infrastructure can enjoy more benefits and positive effects of tourism development.https://jut.ut.ac.ir/article_87225_5e776bff9f5247771d71bd284487b1e7.pdfUniversity of Tehranurban tourism2423-69269120220421Analysis of the Role of the Mental Image of the Destination Brand in Tourism Development, Case Study: Marivan CityAnalysis of the Role of the Mental Image of the Destination Brand in Tourism Development, Case Study: Marivan City49658722710.22059/jut.2022.332215.965FALoghmanFarshadM.A. student of Geography and Tourism Planning, University of Tehran, Tehran, IranAlirezaDurban AstanaAssistant Professor of Geography and Rural Planning , University of Tehran, Tehran, IranAhmadPourahmadProfessor of Geography and Urban Planning, University of Tehran, Tehran, Iran0000-0002-4318-8053Journal Article20211227<strong>Abstract</strong><br />Destination branding is one of the essential components in tourism planning and an important tool for the development of tourism destination communities. The main core of the destination brand is to have a mental image of the brand, which is a vital factor in the decision-making process of tourists among tourist destinations. The purpose of this research is to analyze the role of the mental image of the destination brand in the tourism development of Marivan city. The research method is descriptive-analytical using a questionnaire tool. The statistical population is all tourists and visitors who have traveled from the natural, historical and cultural tourism centers of Marivan city in 2021. The questionnaire has been completed. To determine the sample size, the number of samples was determined to be 384 people using Cochran's formula. This number was selected by stratified random sampling using stratified-proportional sampling. The validity of the questionnaire was confirmed through the opinions of experts in the field of tourism, as well as the validity of convergence and divergence and the reliability of the instrument were confirmed by using Cronbach's alpha test. SPSS26 statistical software was used for data processing and the SmartPLS3 structural equation model was used to fit the measurement model. The results of the model showed that the dimensions of the mental image of the brand were able to explain (72%) of the changes in tourism development. Among the dimensions of the mental image of the brand, the most observed effect is related to the cognitive image (awareness) and the action image (loyalty), followed by the unique image, the inherent image, and finally the emotional image, which has the greatest impact on the tourism development of Marivan city.<br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />Today, tourism plays a vital role in the growth and development of the destination communities' economic, social, cultural, and environmental activities. Due to recent technological, demographic, economic, and social changes, tourism marketers face the challenge of increasingly limited financial resources and intensifying competition from various destinations worldwide. Hence, it has become more difficult for different destinations based on traditional hard factors (infrastructure, economy, accessibility, and financial incentives). Thus, the destination brand and creating an emotional connection with a place have become a vital tool to become a key activity in marketing tourist destinations. Image reconstruction is based on place-based identity and understanding of local culture, which improve the quality of life of the destination residents. The mental image of a destination can be an important asset. Which alone is the starting point of tourists' expectations that can determine the future behavior of tourists. Therefore, the effects of the mental image of the destination brand are also one of the important reasons for stimulating and developing tourism. It is also a vital factor in perceptual frameworks that can explain the decision-making process of travelers.<br /><strong> </strong><br /><strong>Methodology<br /></strong>The present research is applied in terms of purpose and descriptive-analytical in terms of nature. The required information has been collected through documentary and field methods. Secondary data (including books, articles, dissertations in English and Persian) in this field have also been gathered. A questionnaire has been exerted to answer research questions and collect primary data. The statistical population is all tourists and visitors who have completed the questionnaire from the natural, historical and cultural tourism centers of Marivan city who have traveled in 2021. Cochran's formula was exploited to determine the sample size, of which 383 people has been estimated. The sampling method is random, which is determined using the stratified-relative sampling method. Data analysis was performed using SPSS 26 and Smart PLS3 software programs at two levels of descriptive statistics and inferential statistics.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />The main hypothesis, the effect of the mental image of the destination brand on the development of tourism in Marivan city, according to the value of T statistic (50.555) and a significant level (0.000), was approved at a 95% confidence level, also, according to the standardized coefficient indicates that the variable mental image of the brand explains 85% of the changes in the variable tourism development. The second hypothesis, according to the value of T statistic (46.195), the effect of cognitive imagery on tourism development at a 95% confidence level was confirmed. From the standardized beta coefficient, it can be concluded that the variable cognitive imagery explains 86% of the changes in the variable tourism development. The third hypothesis, based on the value of T statistic (16.794), was confirmed at 95% confidence level of the model. The intrinsic picture explains 68% of the changes in the tourism development variable. The fourth hypothesis, the effect of a unique brand image on tourism development, considering the value of T statistic (26.830) and a significant level (0.000), was confirmed at the 95% confidence level. In addition, the beta standard indicates that the unique brand image explains 77% of the changes in tourism development. The fifth hypothesis, according to the value of T statistic (9.278), was confirmed at 95% confidence level, so the emotional image is effective on tourism development, and also, the beta standard coefficient indicates that the emotional image explains 56% of the changes in the tourism development variable. Finally, according to the value of T statistic (47.920) and the level of significance (0.000), the last hypothesis was confirmed at the 95% confidence level. It explains 68% of the changes in the tourism development.<br /><strong> </strong><br /><strong>Conclusion<br /></strong>The present study has analyzed the role of the mental image of the destination brand in the development of tourism in Marivan city. The results showed that the brand's mental image of the destination would effectively develop tourism in Marivan city. The results of management modeling showed that the cognitive image (awareness) variable with the highest standardized coefficient (0.855), the second rank related to the action image variable (loyalty) with the standardized coefficient (0.824), the third rank related to the variable of unique image (human, cultural, historical and natural) with a standardized coefficient (0.779), fourth place related to intrinsic image variable (non-intrinsic assets) with a standardized coefficient (0.686) and finally emotional image variable with They had a standardized coefficient (0.566) in explaining the tourism development variable of Marivan city. Also, the economic development variable with a standardized coefficient (0.850) is the most affected variable of the mental image of the brand, followed by the socio-cultural development variable with a standardized coefficient (0.849) and finally, the physical spatial variable with a standardized coefficient (0.829). 0) In terms of tourism development in the city of Marivan.<strong>Abstract</strong><br />Destination branding is one of the essential components in tourism planning and an important tool for the development of tourism destination communities. The main core of the destination brand is to have a mental image of the brand, which is a vital factor in the decision-making process of tourists among tourist destinations. The purpose of this research is to analyze the role of the mental image of the destination brand in the tourism development of Marivan city. The research method is descriptive-analytical using a questionnaire tool. The statistical population is all tourists and visitors who have traveled from the natural, historical and cultural tourism centers of Marivan city in 2021. The questionnaire has been completed. To determine the sample size, the number of samples was determined to be 384 people using Cochran's formula. This number was selected by stratified random sampling using stratified-proportional sampling. The validity of the questionnaire was confirmed through the opinions of experts in the field of tourism, as well as the validity of convergence and divergence and the reliability of the instrument were confirmed by using Cronbach's alpha test. SPSS26 statistical software was used for data processing and the SmartPLS3 structural equation model was used to fit the measurement model. The results of the model showed that the dimensions of the mental image of the brand were able to explain (72%) of the changes in tourism development. Among the dimensions of the mental image of the brand, the most observed effect is related to the cognitive image (awareness) and the action image (loyalty), followed by the unique image, the inherent image, and finally the emotional image, which has the greatest impact on the tourism development of Marivan city.<br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />Today, tourism plays a vital role in the growth and development of the destination communities' economic, social, cultural, and environmental activities. Due to recent technological, demographic, economic, and social changes, tourism marketers face the challenge of increasingly limited financial resources and intensifying competition from various destinations worldwide. Hence, it has become more difficult for different destinations based on traditional hard factors (infrastructure, economy, accessibility, and financial incentives). Thus, the destination brand and creating an emotional connection with a place have become a vital tool to become a key activity in marketing tourist destinations. Image reconstruction is based on place-based identity and understanding of local culture, which improve the quality of life of the destination residents. The mental image of a destination can be an important asset. Which alone is the starting point of tourists' expectations that can determine the future behavior of tourists. Therefore, the effects of the mental image of the destination brand are also one of the important reasons for stimulating and developing tourism. It is also a vital factor in perceptual frameworks that can explain the decision-making process of travelers.<br /><strong> </strong><br /><strong>Methodology<br /></strong>The present research is applied in terms of purpose and descriptive-analytical in terms of nature. The required information has been collected through documentary and field methods. Secondary data (including books, articles, dissertations in English and Persian) in this field have also been gathered. A questionnaire has been exerted to answer research questions and collect primary data. The statistical population is all tourists and visitors who have completed the questionnaire from the natural, historical and cultural tourism centers of Marivan city who have traveled in 2021. Cochran's formula was exploited to determine the sample size, of which 383 people has been estimated. The sampling method is random, which is determined using the stratified-relative sampling method. Data analysis was performed using SPSS 26 and Smart PLS3 software programs at two levels of descriptive statistics and inferential statistics.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />The main hypothesis, the effect of the mental image of the destination brand on the development of tourism in Marivan city, according to the value of T statistic (50.555) and a significant level (0.000), was approved at a 95% confidence level, also, according to the standardized coefficient indicates that the variable mental image of the brand explains 85% of the changes in the variable tourism development. The second hypothesis, according to the value of T statistic (46.195), the effect of cognitive imagery on tourism development at a 95% confidence level was confirmed. From the standardized beta coefficient, it can be concluded that the variable cognitive imagery explains 86% of the changes in the variable tourism development. The third hypothesis, based on the value of T statistic (16.794), was confirmed at 95% confidence level of the model. The intrinsic picture explains 68% of the changes in the tourism development variable. The fourth hypothesis, the effect of a unique brand image on tourism development, considering the value of T statistic (26.830) and a significant level (0.000), was confirmed at the 95% confidence level. In addition, the beta standard indicates that the unique brand image explains 77% of the changes in tourism development. The fifth hypothesis, according to the value of T statistic (9.278), was confirmed at 95% confidence level, so the emotional image is effective on tourism development, and also, the beta standard coefficient indicates that the emotional image explains 56% of the changes in the tourism development variable. Finally, according to the value of T statistic (47.920) and the level of significance (0.000), the last hypothesis was confirmed at the 95% confidence level. It explains 68% of the changes in the tourism development.<br /><strong> </strong><br /><strong>Conclusion<br /></strong>The present study has analyzed the role of the mental image of the destination brand in the development of tourism in Marivan city. The results showed that the brand's mental image of the destination would effectively develop tourism in Marivan city. The results of management modeling showed that the cognitive image (awareness) variable with the highest standardized coefficient (0.855), the second rank related to the action image variable (loyalty) with the standardized coefficient (0.824), the third rank related to the variable of unique image (human, cultural, historical and natural) with a standardized coefficient (0.779), fourth place related to intrinsic image variable (non-intrinsic assets) with a standardized coefficient (0.686) and finally emotional image variable with They had a standardized coefficient (0.566) in explaining the tourism development variable of Marivan city. Also, the economic development variable with a standardized coefficient (0.850) is the most affected variable of the mental image of the brand, followed by the socio-cultural development variable with a standardized coefficient (0.849) and finally, the physical spatial variable with a standardized coefficient (0.829). 0) In terms of tourism development in the city of Marivan.https://jut.ut.ac.ir/article_87227_01cf4ae6780152e80991cf5c7d1432ca.pdfUniversity of Tehranurban tourism2423-69269120220421Investigation of the Effective Factors on the Development of Slow Tourism Among Urban Tourists Based on Goal-Oriented Behavior Theory (Case Study: Mashhad City)Investigation of the Effective Factors on the Development of Slow Tourism Among Urban Tourists Based on Goal-Oriented Behavior Theory (Case Study: Mashhad City)67858722610.22059/jut.2020.292987.755FAAliPourangPhD student in Business, Mazandaran University, Babolsar, Iran0000-0001-8989-0705MasoomehArabshahiAssistant Professor of Business Management, Imam Reza International University, Mashhad, Iran0000-0001-5166-8113OmidBehboodiAssistant Professor of Business Management-Marketing, Attar Higher Education Institute, Mashhad, Iran0000-0002-0642-6657MaryamKheirkhahM.A. of Business-Marketing Management, Imam Reza International University, Mashhad, IranJournal Article20211227<strong>Abstract</strong>
Urban tourism is considered a very important factor in the development of cities, and its wise development and management require planning based on the wishes of tourists. Tourists are also looking for in-depth experiences, more interaction with local people, and more information about local skills, traditions, and unique qualities of the visited places that make Aram tourism. The purpose of this research is to investigate the factors affecting the development of peaceful tourism among urban tourists visiting Mashhad. This research is applied in terms of purpose and descriptive survey in terms of nature. The statistical population of the current research is the tourists of Mashhad city for a certain period, and due to the uncertainty of the number of the population, using the Morgan table and the two-stage cluster sampling method, the number of the statistical sample for the unlimited population, i.e. 384 people, has been selected. The findings indicate that goal-oriented theory variables (attitude, mental norms, perceived behavior control, positive emotions, and negative emotions) have a significant positive effect on tourists' willingness. Also, the characteristics of peaceful tourism (knowledge of authenticity, search for external information, and perception of authenticity) have a positive and significant effect on tourists' willingness, and finally, tourists' willingness has a positive and significant effect on their behavioral intention, which, according to the results of this hypothesis, has the greatest effect showed.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
These days, due to the increasing needs of communities for the development of sustainable industry, the tourism sector is trying to create travels based on green experience in order to deal with the approach of mass tourism with negative effects. Among the resources and attractions of a destination, the culture of the local community plays a very decisive role in attracting tourists (especially slow tourists). Culture, which consists of many elements, is a collection taken from the lifestyle of the people of each region and unique to them, and this feature makes it special. A culture that local communities are forgetting about, and a slow tourist who values it, contributes to the stability of the region's culture. Therefore, it can be said that slow tourism is a way to achieve cultural sustainability and environmental protection along with deepening the tourist spirit. The focus of slow tourism is on the authentic experiences of tourists (for example, deep preoccupation with nature and untouched places) as well as the benefits that it brings to tourism destinations. In general, slow tourism is defined as slower travel, visiting and engaging in the local landscape. The slow tourist provides more opportunities for interaction and communication with local people and places on a deeper level.
<strong> </strong>
<strong>Methodology</strong>
The present research is applied in terms of purpose and descriptive research in terms of data collection. The statistical population of the study was tourists who traveled to Mashhad in 2017. Due to the uncertainty of its number, 384 people were identified as a statistical sample based on the formula of unlimited statistical population. The sampling method in this study is a two-stage cluster. In this way, a list of hotels was selected and from among them, a number of hotels were randomly chosen that formed the first cluster and questionnaires were randomly distributed among the customers of those hotels which the customers were also the second cluster. Meng and Choi (2016) standard questionnaire was used to collect the required information and data by referring to information sources and also to receive field data.
<strong> </strong>
<strong>Results and discussion</strong>
Perugini & Bagozzi (2001) goal-oriented behavior model has been recognized by many researchers as a useful framework for understanding the intentions and goals of human beings. Goal-oriented theory is a broad model based on the theory of planned behavior and the theory of logical action. This theory has two different aspects from previous models: 1) The intention to perform a behavior (which is first stimulated by desire and doing that behavior) is assumed to reflect the effects of attitudes, internal norms, behavioral control perception and emotions are predicted, 2) Predicted emotions for a particular behavior can be necessary variables in a decision-making process. In particular, goal-oriented theory identifies its precedents for a specific behavior in the theory of planned behavior that indirectly influences intention through intent. Goal-oriented theory has shown empirically that it has more descriptive power in predicting tourist behaviors and tourism destination marketing. Therefore, goal-oriented theory, which is used to predict a purposeful behavior, is an optimal framework for studying tourist behaviors. Therefore, the main purpose of this study was to investigate the effective factors on the development of slow tourism among urban tourists based on goal-oriented behavior theory (Case study: Mashhad).
<strong> </strong>
<strong>Conclusion</strong>
Finally, it can be concluded that the components of goal-oriented theory (attitude, mental norms, control of perceived behavior, positive and negative emotions predicted), are a good explanation for the desire of slow tourists. The significant effect of attitude shows that a significant increase in slow tourism trends (good sense of rest, deep involvement in local culture, etc.) provides a great slow experience for the tourist. It was also found that the mental norms of tourists do not affect their desire; however, it is argued that tourists have a great desire to diversify and gain new and innovative experiences in the tourism process and visit various tourism destinations and their attractions, and the requirements of slow tourism do not conform to their mental norms. Researchers have found that even if internal attitudes and norms are completely neutral and ineffective, they may lead to behavior to some extent. As a result, it is assumed that the control of perceived behavior reinforces the individual's desire and actual behavior in goal-oriented theory, which is confirmed by the verification of the hypothesis of the effect of perceived behavior control on behavioral intention. In emotional decisions, the consumer makes decisions based on how they feel. In fact, the consumer visualizes the use of the product or service and evaluates the feeling which gets from it and emotions are one of the main causes of customer behavior and according to the confirmation of the hypotheses in this study, what the tourist feels from the city of Mashhad should be considered, what causes negative feelings in them. These can include environmental, cultural and social factors. The present study has shown the effect of slow tourism characteristics (understanding of authenticity, knowledge and behavior of mobile information search) on the behavioral desire and intention of urban tourists based on goal-oriented theory. Finally, studies suggest that inclination is a strong predictor of intent, so confirmation of this hypothesis is the result of the same theoretical foundations that inclination can explain behavioral intent.<strong>Abstract</strong>
Urban tourism is considered a very important factor in the development of cities, and its wise development and management require planning based on the wishes of tourists. Tourists are also looking for in-depth experiences, more interaction with local people, and more information about local skills, traditions, and unique qualities of the visited places that make Aram tourism. The purpose of this research is to investigate the factors affecting the development of peaceful tourism among urban tourists visiting Mashhad. This research is applied in terms of purpose and descriptive survey in terms of nature. The statistical population of the current research is the tourists of Mashhad city for a certain period, and due to the uncertainty of the number of the population, using the Morgan table and the two-stage cluster sampling method, the number of the statistical sample for the unlimited population, i.e. 384 people, has been selected. The findings indicate that goal-oriented theory variables (attitude, mental norms, perceived behavior control, positive emotions, and negative emotions) have a significant positive effect on tourists' willingness. Also, the characteristics of peaceful tourism (knowledge of authenticity, search for external information, and perception of authenticity) have a positive and significant effect on tourists' willingness, and finally, tourists' willingness has a positive and significant effect on their behavioral intention, which, according to the results of this hypothesis, has the greatest effect showed.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
These days, due to the increasing needs of communities for the development of sustainable industry, the tourism sector is trying to create travels based on green experience in order to deal with the approach of mass tourism with negative effects. Among the resources and attractions of a destination, the culture of the local community plays a very decisive role in attracting tourists (especially slow tourists). Culture, which consists of many elements, is a collection taken from the lifestyle of the people of each region and unique to them, and this feature makes it special. A culture that local communities are forgetting about, and a slow tourist who values it, contributes to the stability of the region's culture. Therefore, it can be said that slow tourism is a way to achieve cultural sustainability and environmental protection along with deepening the tourist spirit. The focus of slow tourism is on the authentic experiences of tourists (for example, deep preoccupation with nature and untouched places) as well as the benefits that it brings to tourism destinations. In general, slow tourism is defined as slower travel, visiting and engaging in the local landscape. The slow tourist provides more opportunities for interaction and communication with local people and places on a deeper level.
<strong> </strong>
<strong>Methodology</strong>
The present research is applied in terms of purpose and descriptive research in terms of data collection. The statistical population of the study was tourists who traveled to Mashhad in 2017. Due to the uncertainty of its number, 384 people were identified as a statistical sample based on the formula of unlimited statistical population. The sampling method in this study is a two-stage cluster. In this way, a list of hotels was selected and from among them, a number of hotels were randomly chosen that formed the first cluster and questionnaires were randomly distributed among the customers of those hotels which the customers were also the second cluster. Meng and Choi (2016) standard questionnaire was used to collect the required information and data by referring to information sources and also to receive field data.
<strong> </strong>
<strong>Results and discussion</strong>
Perugini & Bagozzi (2001) goal-oriented behavior model has been recognized by many researchers as a useful framework for understanding the intentions and goals of human beings. Goal-oriented theory is a broad model based on the theory of planned behavior and the theory of logical action. This theory has two different aspects from previous models: 1) The intention to perform a behavior (which is first stimulated by desire and doing that behavior) is assumed to reflect the effects of attitudes, internal norms, behavioral control perception and emotions are predicted, 2) Predicted emotions for a particular behavior can be necessary variables in a decision-making process. In particular, goal-oriented theory identifies its precedents for a specific behavior in the theory of planned behavior that indirectly influences intention through intent. Goal-oriented theory has shown empirically that it has more descriptive power in predicting tourist behaviors and tourism destination marketing. Therefore, goal-oriented theory, which is used to predict a purposeful behavior, is an optimal framework for studying tourist behaviors. Therefore, the main purpose of this study was to investigate the effective factors on the development of slow tourism among urban tourists based on goal-oriented behavior theory (Case study: Mashhad).
<strong> </strong>
<strong>Conclusion</strong>
Finally, it can be concluded that the components of goal-oriented theory (attitude, mental norms, control of perceived behavior, positive and negative emotions predicted), are a good explanation for the desire of slow tourists. The significant effect of attitude shows that a significant increase in slow tourism trends (good sense of rest, deep involvement in local culture, etc.) provides a great slow experience for the tourist. It was also found that the mental norms of tourists do not affect their desire; however, it is argued that tourists have a great desire to diversify and gain new and innovative experiences in the tourism process and visit various tourism destinations and their attractions, and the requirements of slow tourism do not conform to their mental norms. Researchers have found that even if internal attitudes and norms are completely neutral and ineffective, they may lead to behavior to some extent. As a result, it is assumed that the control of perceived behavior reinforces the individual's desire and actual behavior in goal-oriented theory, which is confirmed by the verification of the hypothesis of the effect of perceived behavior control on behavioral intention. In emotional decisions, the consumer makes decisions based on how they feel. In fact, the consumer visualizes the use of the product or service and evaluates the feeling which gets from it and emotions are one of the main causes of customer behavior and according to the confirmation of the hypotheses in this study, what the tourist feels from the city of Mashhad should be considered, what causes negative feelings in them. These can include environmental, cultural and social factors. The present study has shown the effect of slow tourism characteristics (understanding of authenticity, knowledge and behavior of mobile information search) on the behavioral desire and intention of urban tourists based on goal-oriented theory. Finally, studies suggest that inclination is a strong predictor of intent, so confirmation of this hypothesis is the result of the same theoretical foundations that inclination can explain behavioral intent.https://jut.ut.ac.ir/article_87226_13cdc06969a8111a65bd7ffc9343c52c.pdfUniversity of Tehranurban tourism2423-69269120220421Identifying Effective Components in the Development of Medical Tourism
Case Study: Kermanshah ProvinceIdentifying Effective Components in the Development of Medical Tourism
Case Study: Kermanshah Province871018723210.22059/jut.2022.333664.973FAMohamadnaderMohamadiPhD Student in Business Management, Science and Research Branch, Islamic Azad University, Tehran, IranHoseinVazifedoustProfessor Department of Business Management, Research Sciences Branch, Islamic Azad University, Tehran, Iran0000000235214789KambizHeydarzadehAssociate Professor Department of Business Management, Research Sciences Branch, Islamic Azad University, Tehran, IranJournal Article20211227<strong> </strong><br /><strong>Abstract</strong><br />The transfer of medical knowledge from different regions of the world to each other and the need to get familiar with the medical medicine of other countries has led to the emergence of a branch of the tourism industry as medical tourism, which today is a global industry with a wide range of beneficiaries. The purpose of the current research was to identify the factors influencing the development of medical tourism in Kermanshah province, which in terms of the fundamental purpose and in terms of conducting the research is part of qualitative research and from the strategic aspect part of foundational data theory research, semi-structured in-depth interviews were used to discover the data. Is. The statistical population of this research includes the senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province and experts in the field of medical tourism, according to the theoretical sampling method (snowball), sampling was done from 23 people. Then, using content coding, the interviews were coded based on open, central, and selective coding. The results obtained indicate that, based on this model, 5 main categories and 18 sub-categories were identified for the development of medical tourism in Kermanshah province, focusing on Iraqi medical tourists, and based on the sketchy model of platform development, which is the result of private strategies and investment and primary resources and Marketing is influencing the formulation of the principles of attraction and development of medical tourism. The effective use of technology and access to information sources and knowledge of environmental conditions were considered as a background category, which together with the category of developing the principles of tourism attraction and development affects the implementation of tourism development policies and strategies, and finally, the totality of this category leads to the efficiency of human resources and Technological development and strengthening of related industries and investment growth will be formed under the category of consequences.<br /> <br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />Today, the idea of tourism and treatment has found a special place among the people and officials of the country. Almost the majority of patients prefer to pay less in a cheaper country instead of paying high costs in western countries so that at the same time, they be able to spend the rest of the money to enjoy the natural facilities and tourism of the area. Meanwhile, the globalization of health services has led to the growth of a new branch of tourism called medical tourism. This type of tourism is related to the direct intervention of medical issues. Experienced human resources, equipping and completing medical centers, organizing airport status, solving visa problems, and providing appropriate facilities are the most critical indicators for the development of this industry. Iran's competitive advantages in the field of medical tourism include special geographical location, abundant natural resources, quality medical services, low cost of medical and health services, medical history, capable physicians, and skilled and trained medical staff in the field of treatment than other countries in the Middle East. In the text of the 20-year vision of the country, in the tourism sector of Iran, it is mentioned to get a suitable share of the international tourism market, but the strategies in the field of tourism to use the innovative tourism partnership are not specified. Accordingly, despite having good tourism and medical potential, Iran has not been able to have a proportionate share of the world medical tourism market. There are several challenges to the development of Iran's medical tourism industry. The proximity of Kermanshah province to Iraq, the existence of the necessary medical infrastructure to provide medical services, and cultural and linguistic similarities have provided the basis for the presence of Iraqi medical tourists in Kermanshah province. Therefore, in this study, we have tried to provide a systematic model in the field of medical tourism development to provide effective use of this potential capacity. In this regard, the main question of the research is posed as follows:<br />-What are the main categories and components affecting the development of medical tourism in Kermanshah province?<br /><strong> </strong><br /><strong>Methodology</strong><br /> This study has an inductive strategy in terms of the nature of research in the field of exploratory research, in terms of the type of applied research and in terms of research strategy, and in terms of the nature of data in the category of qualitative research design and due to unknown factors and issues in it. The field of medical tourism uses the grounded theory, which is based on the identification of six elements include causal, contextual, and interventional conditions, as well as action / reaction strategies, consequence, and phenomenon, and the relationship between them. The statistical population of this study includes senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province, and medical experts. According to the theoretical sampling method (snowball), sampling should continue until theoretical saturation, which happened on interview 23thrd of this research.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />According to the type of research, the main data analysis structure is based on the grounded theory. The data collected from interviews and research literature were carefully reviewed in the open coding stage. As a result of coding performed in axial coding, 18 categories were identified and formatted in 5 main categories. Based on what has been stated in the description of axial coding components, the following cases are obtained:<br />Case 1: Components of privatization strategy, investment and primary resources, and marketing provide the basis for formulating the principles of attracting and developing medical tourism.<br />Case 2: The strategy of formulating the principles of attraction and development of medical tourism is the implementation of policies, strategies, and measures to achieve results.<br />Case 3: Contextual conditions such as the effective use of technology, access to information resources and understanding the environmental conditions of medical tourism, provide the context for the implementation of policies, strategies, and actions.<br />Case 4: Sanctions and political developments as interventional conditions delay the implementation of policies, strategies, and actions.<br />Case 5: Implementation of policies, strategies, and measures along with contextual and interventional conditions lead to human resource efficiency, technology development, strengthening related industries, and investment growth in Kermanshah province as the consequences of attracting and developing medical tourism in Kermanshah province with a focus on Iraqi medical tourists.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results showed that the various aspects identified in this study raise the issue that this theory is not merely linear and prescriptive and that the process of formulation and implementation takes place <strong> </strong><br /><strong>Abstract</strong><br />The transfer of medical knowledge from different regions of the world to each other and the need to get familiar with the medical medicine of other countries has led to the emergence of a branch of the tourism industry as medical tourism, which today is a global industry with a wide range of beneficiaries. The purpose of the current research was to identify the factors influencing the development of medical tourism in Kermanshah province, which in terms of the fundamental purpose and in terms of conducting the research is part of qualitative research and from the strategic aspect part of foundational data theory research, semi-structured in-depth interviews were used to discover the data. Is. The statistical population of this research includes the senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province and experts in the field of medical tourism, according to the theoretical sampling method (snowball), sampling was done from 23 people. Then, using content coding, the interviews were coded based on open, central, and selective coding. The results obtained indicate that, based on this model, 5 main categories and 18 sub-categories were identified for the development of medical tourism in Kermanshah province, focusing on Iraqi medical tourists, and based on the sketchy model of platform development, which is the result of private strategies and investment and primary resources and Marketing is influencing the formulation of the principles of attraction and development of medical tourism. The effective use of technology and access to information sources and knowledge of environmental conditions were considered as a background category, which together with the category of developing the principles of tourism attraction and development affects the implementation of tourism development policies and strategies, and finally, the totality of this category leads to the efficiency of human resources and Technological development and strengthening of related industries and investment growth will be formed under the category of consequences.<br /> <br /><strong>Extended Abstract</strong><br /><strong>Introduction</strong><br />Today, the idea of tourism and treatment has found a special place among the people and officials of the country. Almost the majority of patients prefer to pay less in a cheaper country instead of paying high costs in western countries so that at the same time, they be able to spend the rest of the money to enjoy the natural facilities and tourism of the area. Meanwhile, the globalization of health services has led to the growth of a new branch of tourism called medical tourism. This type of tourism is related to the direct intervention of medical issues. Experienced human resources, equipping and completing medical centers, organizing airport status, solving visa problems, and providing appropriate facilities are the most critical indicators for the development of this industry. Iran's competitive advantages in the field of medical tourism include special geographical location, abundant natural resources, quality medical services, low cost of medical and health services, medical history, capable physicians, and skilled and trained medical staff in the field of treatment than other countries in the Middle East. In the text of the 20-year vision of the country, in the tourism sector of Iran, it is mentioned to get a suitable share of the international tourism market, but the strategies in the field of tourism to use the innovative tourism partnership are not specified. Accordingly, despite having good tourism and medical potential, Iran has not been able to have a proportionate share of the world medical tourism market. There are several challenges to the development of Iran's medical tourism industry. The proximity of Kermanshah province to Iraq, the existence of the necessary medical infrastructure to provide medical services, and cultural and linguistic similarities have provided the basis for the presence of Iraqi medical tourists in Kermanshah province. Therefore, in this study, we have tried to provide a systematic model in the field of medical tourism development to provide effective use of this potential capacity. In this regard, the main question of the research is posed as follows:<br />-What are the main categories and components affecting the development of medical tourism in Kermanshah province?<br /><strong> </strong><br /><strong>Methodology</strong><br /> This study has an inductive strategy in terms of the nature of research in the field of exploratory research, in terms of the type of applied research and in terms of research strategy, and in terms of the nature of data in the category of qualitative research design and due to unknown factors and issues in it. The field of medical tourism uses the grounded theory, which is based on the identification of six elements include causal, contextual, and interventional conditions, as well as action / reaction strategies, consequence, and phenomenon, and the relationship between them. The statistical population of this study includes senior managers of the University of Medical Sciences and heads of hospitals in Kermanshah province, and medical experts. According to the theoretical sampling method (snowball), sampling should continue until theoretical saturation, which happened on interview 23thrd of this research.<br /><strong> </strong><br /><strong>Results and discussion</strong><br />According to the type of research, the main data analysis structure is based on the grounded theory. The data collected from interviews and research literature were carefully reviewed in the open coding stage. As a result of coding performed in axial coding, 18 categories were identified and formatted in 5 main categories. Based on what has been stated in the description of axial coding components, the following cases are obtained:<br />Case 1: Components of privatization strategy, investment and primary resources, and marketing provide the basis for formulating the principles of attracting and developing medical tourism.<br />Case 2: The strategy of formulating the principles of attraction and development of medical tourism is the implementation of policies, strategies, and measures to achieve results.<br />Case 3: Contextual conditions such as the effective use of technology, access to information resources and understanding the environmental conditions of medical tourism, provide the context for the implementation of policies, strategies, and actions.<br />Case 4: Sanctions and political developments as interventional conditions delay the implementation of policies, strategies, and actions.<br />Case 5: Implementation of policies, strategies, and measures along with contextual and interventional conditions lead to human resource efficiency, technology development, strengthening related industries, and investment growth in Kermanshah province as the consequences of attracting and developing medical tourism in Kermanshah province with a focus on Iraqi medical tourists.<br /><strong> </strong><br /><strong>Conclusion</strong><br />The results showed that the various aspects identified in this study raise the issue that this theory is not merely linear and prescriptive and that the process of formulation and implementation takes place https://jut.ut.ac.ir/article_87232_266a665f8745b5de3f9fca7d3e6986eb.pdfUniversity of Tehranurban tourism2423-69269120220421Domestic Tourism amidst the COVID-19 Pandemic
Investigating Socio-Demographics and Travel PurposesDomestic Tourism amidst the COVID-19 Pandemic
Investigating Socio-Demographics and Travel Purposes1031178722810.22059/jut.2022.321700.893FAFatemehAziziLecturer in Tourism Management, Yazd University, Yazd, Iran0000-0002-5741-6838FatemehShekariAssistant Professor in Tourism Management, Shiraz University, Shiraz, Iran0000-0001-7738-3853Journal Article20211227<strong>Abstract</strong>
The purpose of this study was to investigate the effect of the demographic characteristics of domestic tourists in Iran on their travel intention during the Covid-19 pandemic and the variables affecting it (perceived risk, risk avoidance attitude, and frequency of past travel). Also, the travel goals of tourists have been compared based on their demographic characteristics. Sampling has been done using the probability sampling method. The data was collected from September to October 2019 using an online researcher-made questionnaire. The sample size was 383 people. The reliability of the questionnaire is confirmed based on Cronbach's alpha values. Due to the extraction of questionnaire items from literature, content validity has been confirmed. The data has been analyzed using descriptive statistics, t-test, ANOVA, and regression analysis. The findings confirmed the existence of gender-related differences in travel intention, attitude towards risk avoidance, perceived risk, and frequency of past behavior. Age groups were not significantly different in terms of travel intention and perceived risk, but they showed a significant difference in terms of risk avoidance attitude and frequency of past travel. Travel intention and risk avoidance attitude were different from each other in terms of income. Frequency of past travel, risk avoidance attitude, and perceived risk was different from each other in terms of family life stages. The only variable that differed according to the level of education was the intention to travel. The results showed that 5%, 6%, 11%, and 5% of changes in travel intention, perceived risk, risk avoidance attitude, and frequency of past travel can be explained by demographic variables, respectively. The results showed significant differences in travel goals based on demographic characteristics. These findings help to increase the awareness of destination marketing organizations about the behaviors of domestic tourists during the Covid-19 pandemic.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction </strong>
The tourism industry is notoriously vulnerable to crises, and it has experienced a wide range of crises over time. However, the COVID-19 pandemic has marked the most serious crisis the industry has witnessed since 1950. As scholars explain, risk perception related to COVID-19 would affect consumers' preferences, leading to changes in their long-term behaviours.
The Iranian tourism industry has been extensively damaged due to the pandemic. Although it is not clear when the pandemic can be controlled and life could return to pre-COVID-19 normalcy, the process of tourism demand recovery would require a clear understanding of consumers' transformed attitudes and perceptions and potential tourists' travel intentions.
This study aims to investigate the impact of Iranian domestic tourists' socio-demographic characteristics on their travel intentions during the COVID-19 pandemic and the risk-related factors affecting it (perceived risk, risk aversion, and frequency of past travel). Also, tourists' travel purposes are compared in the light of their socio-demographic characteristics. The study seeks to raise the awareness of tourism destination marketers of Iranian domestic tourists' behaviours during the pandemic. Socio-demographic characteristics and travel purposes are among the most common criteria for categorizing target markets and directly impacting travel behaviours. Presently, domestic tourism is regarded as the most important option for helping the tourism industry rebound. In the case of Iran, considering people's reduced purchasing power caused by economic outcomes of the pandemic and US-imposed sanctions, domestic tourism seems to be the primary option for tourists.
<strong>Methodology</strong>
The data were collected from September 2020 to October 2020, after the second wave of the pandemic hit Iran. An online questionnaire was created to gather the data, and its link was distributed via social media. The questionnaire included socio-demographic characteristics of the respondents, travel intention (TI), frequency of past travel (FOP), travel purposes, perceived risk (PR), and risk aversion attitudes (ATT). A five-point Likert scale was used to measure the variables. The final sample included 363 respondents. The data were processed and analysed in SPSS 24.0 through descriptive statistics, t-tests, ANOVA, and regression analysis.
<strong>Results and discussion </strong>
The findings confirmed gender-related differences in travel intentions, perceived risk, risk aversion attitudes, and frequency of past travel. Age was not significantly different in terms of travel intentions or perceived risk. However, different age groups expressed various views regarding risk aversion attitudes and frequency of past travel. Travel intentions and risk aversion attitudes showed different values in terms of income. The high-income participants had more negative attitudes about accepting risks and tended to travel more during the pandemic. The participants who described their income as below average expressed the least travel intentions.
Frequency of past travel, risk aversion attitudes, and perceived risk showed significant differences in the participants' family life stages. The only variable that showed a significant difference concerning education level was travel intentions. People holding a high school diploma and below showed the least, whereas those having an Associate's or a Bachelor's degree expressed the highest degree of travel intentions. The results showed the significant impact of gender on the frequency of past travel, perceived risk, risk aversion attitudes, and travel intentions. Similarly, age significantly affected risk aversion attitudes and perceived risk, while the family life stage significantly affected the frequency of past travel and risk aversion attitudes. Income and education level did not affect any of the dependent variables. Comparing travel purposes during the COVID-19 pandemic based on socio-demographic characteristics revealed a significant difference in VFR and family life stage. Concerning pilgrimage, the males (with less perceived risk and more risk-taking tendencies) and married people without children showed the highest religious tourism purposes. With work-education travels, the participants with average income expressed the least, whereas those with high income reported the highest travel intentions. Furthermore, those who lived alone reported the highest rate of work-education purposes. However, those living with their spouse but without their children expressed the least tendency to travel. Those with a high school diploma and below expressed the least, whereas those with a Master's degree and Ph.D. reported the highest degree of such travel purpose.
<strong>Conclusion</strong>
Based on results, marketing messages must target females and address their concerns about themselves and family members while assuring them that specific strategies are used in the tourism supply chain and destinations to reduce COVID-19 infection. The highest frequency of past travel was observed in the 25-44 age group, whereas the 14-24 age group showed the least risk aversion attitudes. Marketing activities must primarily target young tourists to help shape post-COVID-19 tourism. As the findings revealed, marketing messages should communicate businesses' commitment to the health protection of elderly couples who travel independently. Strategies should be implemented in line with the needs of this age group, and medical or healthcare facilities should be offered to them in tourism destinations so that their perceptions of vulnerability and lack of environmental control can be reduced. Iran's domestic tourism target markets should be categorized by the three influential socio-demographic variables, namely gender, age, and family life stage. Messages and strategies compatible with each category should be designed by focusing on the needs of females, young tourists, and elderly couples.
The findings, generally speaking, suggested that under COVID-19 conditions, marketers must foreground: (a) gender in the case of recreation tourism; (b) gender and family life stage in the case of religious tourism; (c) family life stage for VFR trips; and (d) income, family life stage, and education level for work-educational travels. For each case, marketers must formulate necessary strategies and communicate relevant messages.<strong>Abstract</strong>
The purpose of this study was to investigate the effect of the demographic characteristics of domestic tourists in Iran on their travel intention during the Covid-19 pandemic and the variables affecting it (perceived risk, risk avoidance attitude, and frequency of past travel). Also, the travel goals of tourists have been compared based on their demographic characteristics. Sampling has been done using the probability sampling method. The data was collected from September to October 2019 using an online researcher-made questionnaire. The sample size was 383 people. The reliability of the questionnaire is confirmed based on Cronbach's alpha values. Due to the extraction of questionnaire items from literature, content validity has been confirmed. The data has been analyzed using descriptive statistics, t-test, ANOVA, and regression analysis. The findings confirmed the existence of gender-related differences in travel intention, attitude towards risk avoidance, perceived risk, and frequency of past behavior. Age groups were not significantly different in terms of travel intention and perceived risk, but they showed a significant difference in terms of risk avoidance attitude and frequency of past travel. Travel intention and risk avoidance attitude were different from each other in terms of income. Frequency of past travel, risk avoidance attitude, and perceived risk was different from each other in terms of family life stages. The only variable that differed according to the level of education was the intention to travel. The results showed that 5%, 6%, 11%, and 5% of changes in travel intention, perceived risk, risk avoidance attitude, and frequency of past travel can be explained by demographic variables, respectively. The results showed significant differences in travel goals based on demographic characteristics. These findings help to increase the awareness of destination marketing organizations about the behaviors of domestic tourists during the Covid-19 pandemic.
<strong> </strong>
<strong>Extended Abstract</strong>
<strong>Introduction </strong>
The tourism industry is notoriously vulnerable to crises, and it has experienced a wide range of crises over time. However, the COVID-19 pandemic has marked the most serious crisis the industry has witnessed since 1950. As scholars explain, risk perception related to COVID-19 would affect consumers' preferences, leading to changes in their long-term behaviours.
The Iranian tourism industry has been extensively damaged due to the pandemic. Although it is not clear when the pandemic can be controlled and life could return to pre-COVID-19 normalcy, the process of tourism demand recovery would require a clear understanding of consumers' transformed attitudes and perceptions and potential tourists' travel intentions.
This study aims to investigate the impact of Iranian domestic tourists' socio-demographic characteristics on their travel intentions during the COVID-19 pandemic and the risk-related factors affecting it (perceived risk, risk aversion, and frequency of past travel). Also, tourists' travel purposes are compared in the light of their socio-demographic characteristics. The study seeks to raise the awareness of tourism destination marketers of Iranian domestic tourists' behaviours during the pandemic. Socio-demographic characteristics and travel purposes are among the most common criteria for categorizing target markets and directly impacting travel behaviours. Presently, domestic tourism is regarded as the most important option for helping the tourism industry rebound. In the case of Iran, considering people's reduced purchasing power caused by economic outcomes of the pandemic and US-imposed sanctions, domestic tourism seems to be the primary option for tourists.
<strong>Methodology</strong>
The data were collected from September 2020 to October 2020, after the second wave of the pandemic hit Iran. An online questionnaire was created to gather the data, and its link was distributed via social media. The questionnaire included socio-demographic characteristics of the respondents, travel intention (TI), frequency of past travel (FOP), travel purposes, perceived risk (PR), and risk aversion attitudes (ATT). A five-point Likert scale was used to measure the variables. The final sample included 363 respondents. The data were processed and analysed in SPSS 24.0 through descriptive statistics, t-tests, ANOVA, and regression analysis.
<strong>Results and discussion </strong>
The findings confirmed gender-related differences in travel intentions, perceived risk, risk aversion attitudes, and frequency of past travel. Age was not significantly different in terms of travel intentions or perceived risk. However, different age groups expressed various views regarding risk aversion attitudes and frequency of past travel. Travel intentions and risk aversion attitudes showed different values in terms of income. The high-income participants had more negative attitudes about accepting risks and tended to travel more during the pandemic. The participants who described their income as below average expressed the least travel intentions.
Frequency of past travel, risk aversion attitudes, and perceived risk showed significant differences in the participants' family life stages. The only variable that showed a significant difference concerning education level was travel intentions. People holding a high school diploma and below showed the least, whereas those having an Associate's or a Bachelor's degree expressed the highest degree of travel intentions. The results showed the significant impact of gender on the frequency of past travel, perceived risk, risk aversion attitudes, and travel intentions. Similarly, age significantly affected risk aversion attitudes and perceived risk, while the family life stage significantly affected the frequency of past travel and risk aversion attitudes. Income and education level did not affect any of the dependent variables. Comparing travel purposes during the COVID-19 pandemic based on socio-demographic characteristics revealed a significant difference in VFR and family life stage. Concerning pilgrimage, the males (with less perceived risk and more risk-taking tendencies) and married people without children showed the highest religious tourism purposes. With work-education travels, the participants with average income expressed the least, whereas those with high income reported the highest travel intentions. Furthermore, those who lived alone reported the highest rate of work-education purposes. However, those living with their spouse but without their children expressed the least tendency to travel. Those with a high school diploma and below expressed the least, whereas those with a Master's degree and Ph.D. reported the highest degree of such travel purpose.
<strong>Conclusion</strong>
Based on results, marketing messages must target females and address their concerns about themselves and family members while assuring them that specific strategies are used in the tourism supply chain and destinations to reduce COVID-19 infection. The highest frequency of past travel was observed in the 25-44 age group, whereas the 14-24 age group showed the least risk aversion attitudes. Marketing activities must primarily target young tourists to help shape post-COVID-19 tourism. As the findings revealed, marketing messages should communicate businesses' commitment to the health protection of elderly couples who travel independently. Strategies should be implemented in line with the needs of this age group, and medical or healthcare facilities should be offered to them in tourism destinations so that their perceptions of vulnerability and lack of environmental control can be reduced. Iran's domestic tourism target markets should be categorized by the three influential socio-demographic variables, namely gender, age, and family life stage. Messages and strategies compatible with each category should be designed by focusing on the needs of females, young tourists, and elderly couples.
The findings, generally speaking, suggested that under COVID-19 conditions, marketers must foreground: (a) gender in the case of recreation tourism; (b) gender and family life stage in the case of religious tourism; (c) family life stage for VFR trips; and (d) income, family life stage, and education level for work-educational travels. For each case, marketers must formulate necessary strategies and communicate relevant messages.https://jut.ut.ac.ir/article_87228_eac1d772a937365184acbb15a949c91a.pdfUniversity of Tehranurban tourism2423-69269120220421Designing a Target Market Segmentation Model for Foreign Tourists
Case Study: Gilan ProvinceDesigning a Target Market Segmentation Model for Foreign Tourists
Case Study: Gilan Province1191348722910.22059/jut.2022.332050.963FAMirmasoudMosaviPhD Student in Business Administration Marketing Management, Islamic Azad University, Rasht Branch, Rasht, IranSeyed MahmoodShabgoo MonsefAssistant Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Rasht Branch, Rasht, Iran0000000569823145EbrahimChiraniAssistant Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Rasht Branch, Rasht, Iran.KambizShahroodiAssociate Professor, Department of Business Management, Faculty of Management, Islamic Azad University, Rasht Branch, Rasht, IranJournal Article20211228<strong>Abstract</strong>
The tourism market consists of people with different needs and desires, and managers active in the tourism industry must be aware of their needs and desires to succeed in attracting people, by examining the needs and desires of each person in the market A wide tourism market is not possible, people should be examined based on similarities and differences with each other in the form of market segments; Therefore, the current research was carried out to design a target market segmentation model for foreign tourists, based on the steps suggested by Glaser and Strauss. The statistical population includes the senior managers of cultural heritage organizations, municipalities, governorates, and governorates of Gilan province and experts in the fields of business and tourism management, among which 15 people were selected by the snowball method in the form of a statistical sample to be interviewed through a questionnaire. Semi-structured has been used. To analyze the interviews, Max QDA software and three stages of open coding, selective coding, and axial coding were used. The findings of the research have led to the presentation of 7 main categories of historical attractions, cultural attractions, economic attractions, factors related to support and support, environmental conditions of the country, economic development, and cultural development. Also, the results related to the second function of the coding stage, in which 15 categories have emerged, which in the course of the research in the form of categories or layers defined by the database method, are organized around a "core category" or the same as "segmentation of the target market for foreign tourists". . In this regard, psychological segmentation is included in the category of causal conditions, geographical segmentation is included in the category of prevailing background conditions, behavioral segmentation is included in the category of central conditions, and demographic segmentation is included in the category of intervening conditions. The cultural and economic development of Gilan is one of the consequences of marketing the cultural-historical capabilities of Gilan tourism.
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
One of the essential presuppositions and requirements for tourism growth and development is the tourism market segmentation, intending to identify different market segments and plan to provide appropriate services to each of these segments in a way that is appropriate to the needs and wants of each of them. Market segmentation assumes that each market is made up of groups or segments with almost different wants and needs. In tourism research, market segmentation is a very useful tool. Therefore, for those involved in management and planning, awareness of these factors is essential to create a link between the tourism product and tourists. The present study has tried to identify and introduce a suitable market segmentation model in order to determine and select the optimal target market for foreign tourists according to the existing restrictions; in this regard, Gilan province, which is one of the tourist attractions, especially foreign tourists due to its beautiful and lush nature, has been studied. By designing an optimal model of target market segmentation, it can act as an opportunity to attract foreign tourists in a way that not only increases the number of foreign tourists but also by examining and identifying the views of tourists, the target markets of tourists can be identified. Thus, the main question of this research is as follows:
-Considering the limitations of attracting foreign tourists in Iran, what are the variables affecting the appropriate segmentation to identify the target market for Gilan province?
Methodology
In the present study, in the qualitative part, the grounded theory has been used and implemented based on the steps proposed by Glaser and Strauss. The statistical population includes:
All senior managers of the Cultural Heritage, Tourism and Handicrafts Organization of Guilan Province,
Faculty members in the fields of business and tourism management,
And senior managers of municipality, governorship, and provincial government organizations.
Fifteen of them, considering the conditions of having at least a master's degree and at least 15 years of experience in the tourism industry, based on Snowball method, as a targeted method in sampling qualitative research, was selected as a statistical sample for interview. In order to analyze the findings, MAXQDA software was exerted.
Results and discussion
In this section, to identify variables affecting the foreign tourism market segmentation, the content of 15 types of research in Persian and 14 top articles in English in the period 2012 to 2018 have been studied in-depth, and the main variables in these studies have been extracted. These components include branding geographical segmentation (with sub-categories of religious conditions, climate, market diversity, and market size), psychological segmentation (with sub-categories of lifestyle, personality, values, and beliefs), behavioral segmentation, Gilan economic development, and cultural development of Gilan, and demographic segmentation (age, gender, income, occupation, marital status, social class, household size, and level of education). The results of the second function of the axial coding stage or the axial coding paradigm in which 15 categories emerged during the research in the form of defined or recommended categories or categories of the grounded theory, around a central category or target market segmentation for Foreign tourists get organized.
Conclusion
Findings show that psychological segmentation is one of the causal conditions in target market segmentation for foreign tourists. It can be said that psychological segmentation with a focus on lifestyle provides many benefits for tourism planners. Demographic segmentation is one of the intervening conditions of target market segmentation for foreign tourists. It can be explained that socio-demographic segmentation is the most useful and the first method of tourist segmentation. In this method, the main markets are analyzed in terms of social characteristics - demographics, gender, age, family life cycle, income, employment status, nationality, and geographical location. The life stage variable describes the different stages of socio-demographic development. Behavioral segmentation is one of the central conditions in target market segmentation for foreign tourists. In its explanation, it can be stated that the behavior of tourists includes the search for leisure experiences, the interaction between the features and characteristics of the places they have chosen and visited. Geographical segmentation is one of the prevailing context conditions in target market segmentation for foreign tourists. It can be explained that according to the climatic conditions and geographical location of Iranian cities, the potentials and attractions of tourists can be identified, and strategies for tourism development in the region can be presented.
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<strong><br /></strong><strong>Abstract</strong>
The tourism market consists of people with different needs and desires, and managers active in the tourism industry must be aware of their needs and desires to succeed in attracting people, by examining the needs and desires of each person in the market A wide tourism market is not possible, people should be examined based on similarities and differences with each other in the form of market segments; Therefore, the current research was carried out to design a target market segmentation model for foreign tourists, based on the steps suggested by Glaser and Strauss. The statistical population includes the senior managers of cultural heritage organizations, municipalities, governorates, and governorates of Gilan province and experts in the fields of business and tourism management, among which 15 people were selected by the snowball method in the form of a statistical sample to be interviewed through a questionnaire. Semi-structured has been used. To analyze the interviews, Max QDA software and three stages of open coding, selective coding, and axial coding were used. The findings of the research have led to the presentation of 7 main categories of historical attractions, cultural attractions, economic attractions, factors related to support and support, environmental conditions of the country, economic development, and cultural development. Also, the results related to the second function of the coding stage, in which 15 categories have emerged, which in the course of the research in the form of categories or layers defined by the database method, are organized around a "core category" or the same as "segmentation of the target market for foreign tourists". . In this regard, psychological segmentation is included in the category of causal conditions, geographical segmentation is included in the category of prevailing background conditions, behavioral segmentation is included in the category of central conditions, and demographic segmentation is included in the category of intervening conditions. The cultural and economic development of Gilan is one of the consequences of marketing the cultural-historical capabilities of Gilan tourism.
<strong>Extended Abstract</strong>
<strong>Introduction</strong>
One of the essential presuppositions and requirements for tourism growth and development is the tourism market segmentation, intending to identify different market segments and plan to provide appropriate services to each of these segments in a way that is appropriate to the needs and wants of each of them. Market segmentation assumes that each market is made up of groups or segments with almost different wants and needs. In tourism research, market segmentation is a very useful tool. Therefore, for those involved in management and planning, awareness of these factors is essential to create a link between the tourism product and tourists. The present study has tried to identify and introduce a suitable market segmentation model in order to determine and select the optimal target market for foreign tourists according to the existing restrictions; in this regard, Gilan province, which is one of the tourist attractions, especially foreign tourists due to its beautiful and lush nature, has been studied. By designing an optimal model of target market segmentation, it can act as an opportunity to attract foreign tourists in a way that not only increases the number of foreign tourists but also by examining and identifying the views of tourists, the target markets of tourists can be identified. Thus, the main question of this research is as follows:
-Considering the limitations of attracting foreign tourists in Iran, what are the variables affecting the appropriate segmentation to identify the target market for Gilan province?
Methodology
In the present study, in the qualitative part, the grounded theory has been used and implemented based on the steps proposed by Glaser and Strauss. The statistical population includes:
All senior managers of the Cultural Heritage, Tourism and Handicrafts Organization of Guilan Province,
Faculty members in the fields of business and tourism management,
And senior managers of municipality, governorship, and provincial government organizations.
Fifteen of them, considering the conditions of having at least a master's degree and at least 15 years of experience in the tourism industry, based on Snowball method, as a targeted method in sampling qualitative research, was selected as a statistical sample for interview. In order to analyze the findings, MAXQDA software was exerted.
Results and discussion
In this section, to identify variables affecting the foreign tourism market segmentation, the content of 15 types of research in Persian and 14 top articles in English in the period 2012 to 2018 have been studied in-depth, and the main variables in these studies have been extracted. These components include branding geographical segmentation (with sub-categories of religious conditions, climate, market diversity, and market size), psychological segmentation (with sub-categories of lifestyle, personality, values, and beliefs), behavioral segmentation, Gilan economic development, and cultural development of Gilan, and demographic segmentation (age, gender, income, occupation, marital status, social class, household size, and level of education). The results of the second function of the axial coding stage or the axial coding paradigm in which 15 categories emerged during the research in the form of defined or recommended categories or categories of the grounded theory, around a central category or target market segmentation for Foreign tourists get organized.
Conclusion
Findings show that psychological segmentation is one of the causal conditions in target market segmentation for foreign tourists. It can be said that psychological segmentation with a focus on lifestyle provides many benefits for tourism planners. Demographic segmentation is one of the intervening conditions of target market segmentation for foreign tourists. It can be explained that socio-demographic segmentation is the most useful and the first method of tourist segmentation. In this method, the main markets are analyzed in terms of social characteristics - demographics, gender, age, family life cycle, income, employment status, nationality, and geographical location. The life stage variable describes the different stages of socio-demographic development. Behavioral segmentation is one of the central conditions in target market segmentation for foreign tourists. In its explanation, it can be stated that the behavior of tourists includes the search for leisure experiences, the interaction between the features and characteristics of the places they have chosen and visited. Geographical segmentation is one of the prevailing context conditions in target market segmentation for foreign tourists. It can be explained that according to the climatic conditions and geographical location of Iranian cities, the potentials and attractions of tourists can be identified, and strategies for tourism development in the region can be presented.
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<strong><br /></strong>https://jut.ut.ac.ir/article_87229_1232cdf88b3a8d6af05d60a917885d63.pdf