دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 07 30 Analysis of Factors Affecting Cultural Tourism Development in Shiraz Metropolis تحلیل مؤلفه‌های مؤثر بر توسعه گردشگری فرهنگی در کلان‌شهر شیراز 1 21 93454 10.22059/jut.2023.351748.1088 FA سید اسحاق جلالیان گروه جغرافیا و برنامه ریزی شهری، دانشگاه پیام نور، تهران، ایران پریسا بیکی گروه جغرافیا و برنامه‌ریزی شهری، واحد تهران مرکزی، دانشگاه ازاد اسلامی، تهران، ایران 0000-0003-1122-2373 Journal Article 2022 12 26 A B S T R A C T Today's world is based on competition, which includes the tourism industry and various destinations. Therefore, nowadays, tourism destinations are strongly seeking to gain a competitive advantage and are based on creativity and obtaining maximum benefit from their potential. The present study was compiled to identify and analyze the factors affecting the development of cultural tourism in Shiraz and emphasizes literary attractions, which are a subset of cultural tourism. The research method is descriptive and applied. The statistical population of the research includes tourism and urban experts. After necessary analysis, the sample size was determined to be 138 people. The data collection method is a questionnaire tool, and to check the descriptive statistics and the existing situation, SPSS software was used. Smart-PLS software was used to analyze the collected data and discover the impact of each cultural tourism component. According to the findings of structural equation modeling analysis in determining the contribution and prioritization of cultural tourism development components in order to achieve a suitable model, it showed that administrative-institutional components with a standard coefficient of 0.838, accessibility and infrastructure with a standard coefficient of 0.786, physical-environmental factor with a standard factor of 0.341, facilities component with a standard factor of 0.180, and finally, the component of resources and cultural-literary attractions with a standard factor of 0.147, respectively, have the first to fifth rank and the highest important in the development of cultural tourism in Shiraz. So, the analysis of the findings shows that the administrative-institutional component is prioritized in cultural tourism development in Shiraz. It is necessary that, in the first place, the relevant authorities review and modify the existing management structures by emphasizing its indicators, which include budget allocation, investment and participation of the private sector, pricing, human resources, and the participation of non-governmental organizations in line with take steps to realize this component Extended Abstract Introduction Most regions around the world compete with each other to take advantage of its benefits, especially receiving a high share of income and increasing employment due to the development of this service industry. On the other hand, tourism demand and tourists' desire for new attractions and destinations is growing. Therefore, the planners of various destinations have taken steps to respond to this demand and also continue to be present in the competitive arena in order to take advantage of all available and accessible tourism resources. Spiritual heritage is a valuable resource that, while expressing the cultural identity of countries, are inexhaustible and less vulnerable. Cultural tourism includes new windows of knowledge, development, and sustainability for societies. It includes a wide range of resources such as customs, culture, art and literature, architecture, handicrafts, music, local dances, etc. Therefore, the differences in tradition, clothing, handicrafts, food, music, art, architecture, and the like have made the cultures and communities that make up these cultures become the main focus of tourists' attention. In the meantime, as mentioned, literature is considered one of the strong sources of cultural tourism, so it sometimes becomes the main attraction in some destinations and the form of literary tourism, focusing on the space of stories, works, and places of life. The burial of poets and writers has expanded. Therefore, due to the growth of the cultural-literary tourism market and the competitiveness of the destinations, the need to pay attention and benefit from its potential has doubled. The metropolis of Shiraz, which is known as the cultural capital of Iran, has the potential to become one of the hubs of cultural-literary tourism, not only in the country but also internationally, with its rich cultural and literary attractions. However, it mostly relies on tourists' visits to cultural sites such as the tombs of literary poets, which faces many challenges in the booming days of tourism. Therefore, the main goal of the current research is to identify the important components of cultural tourism in the first place and then to investigate and analyze the impact of each component in order to determine the priority in cultural tourism development plans of Shiraz metropolis. In this regard, the main research questions are: - What are the components of cultural tourism? - What is the impact and priority of each component in the development of cultural tourism in Shiraz metropolis? Methodology This study is considered applied research in terms of classification based on the purpose. The questionnaire tool collected the required information through the library and field method. In this way, theoretical concepts were explained in order to clarify the issue, and then, for a more coherent and efficient discussion and investigation of the region, the components of cultural tourism (five components) were determined according to the views of the experts. The statistical community of the research includes tourism and urban experts. In order to determine the sample size, Sample Power software was used, and the number of 138 people was determined as the sample size. Results and discussion According to the analysis and findings from structural equation modeling analysis in determining the contribution and prioritization of cultural tourism development components in order to achieve a suitable model, it showed that the administrative-institutional components with a standard coefficient of 0.838, access and infrastructure with a standard coefficient of 0.786, physical-environment with a standard coefficient of 0.341, facilities component with a standard coefficient of 0.180, and finally, the component of resources and cultural-literary attractions with a standard coefficient of 0.147, respectively, have a rank first to fifth and the most important in the development of cultural tourism in Shiraz metropolis. Conclusion Currently, cultural tourism, focusing on historical and cultural sites, symbols, nostalgic values, literature and literary places, reconstruction of the old world, etc., is one of the branches of tourism that is used to compete, gain economic benefits, create employment, the preservation of historical contexts and, as a result, cultural identity has been given a lot of attention. Therefore, in such an arena, they are the winning destinations that, by identifying and analyzing their existing situation in advance, take steps towards the realization of cultural tourism, which is one of the attractive branches in tourism and sustainable development of urban communities. According to the discussed topics, it can be said that in order to develop cultural tourism in Shiraz metropolis, which is one of the important tourism hubs of the country, it should be based on the implementation and application of the components of cultural tourism development capacity in the order of priority, the most important of which is institutional-management and access and infrastructures were to be taken by focusing on the indicators of each component. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. دنیای امروز بر پایه رقابت پیش می‌رود که این روند شامل صنعت گردشگری و مقاصد مختلف نیز می‌شود. بنابراین، امروزه، مقاصد گردشگری به‌شدت در پی کسب مزیت رقابتی هستند و بر همین اساس بر خلاقیت و کسب حداکثر بهره‌مندی از پتانسیل‌های خود می‌باشند. پژوهش حاضر، باهدف شناسایی و تحلیل مؤلفه‌های مؤثر بر توسعه گردشگری فرهنگی در کلان‌شهر شیراز تدوین‌شده است و بر جاذبه‌های ادبی که زیرمجموعه‌ای از گردشگری فرهنگی هستند، تأکید دارد. روش پژوهش توصیفی و از نوع کاربردی می‌باشد. جامعه آماری تحقیق شامل متخصصان و خبرگان گردشگری و شهری است. به‌منظور تعیین حجم نمونه از نرم‌افزار Sample Power استفاده گردید که تعداد 138 نفر به‌عنوان حجم نمونه تعیین شد. روش گردآوری داده‌ها ابزار پرسش‌نامه و به‌منظور بررسی آمار توصیفی و بررسی وضعیت موجود از نرم‌افزار SPSS و برای تحلیل داده‌های جمع‌آوری‌شده و کشف میزان تأثیر هر یک از مؤلفه‌های گردشگری فرهنگی، از نرم‌افزار Smart –PLS استفاده‌شده است. مطابق با یافته‌های حاصل از تحلیل مدل‌سازی معادلات ساختاری در تعیین سهم و اولویت‌بندی مؤلفه‌های توسعه گردشگری فرهنگی به جهت دستیابی به مدلی مناسب نشان داد که مؤلفه‌های مدیریتی - نهادی با ضریب استاندارد 838/0، دسترسی و زیرساخت‌ها با ضریب استاندارد 786/0، کالبدی - محیطی با ضریب استاندارد 341/0، مؤلفه تسهیلات با ضریب استاندارد 180/0، و درنهایت، مؤلفه منابع و جاذبه‌های فرهنگی - ادبی با ضریب استاندارد 147/0، به ترتیب، دارای رتبه اول تا پنجم و بیشترین اهمیت در توسعه گردشگری فرهنگی کلان‌شهر شیراز می‌باشند.

https://jut.ut.ac.ir/article_93454_e51db7cec738be88ce0a9127c677089a.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 28 Investigation of Factors Affecting Bicycle Tourism in Cities A case study of Tehran city بررسی عوامل مؤثر بر گردشگری دوچرخه در شهرها مطالعه موردی: شهر تهران 23 40 93577 10.22059/jut.2023.347557.1063 FA سید علی حسینی گروه مدیریت جهانگردی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران 0000-0003-3895-3854 فاطمه سالاروندیان گروه مدیریت جهانگردی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران 0000-0003-4818-0592 علیرضا دبیر گروه مدیریت جهانگردی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران ندا نعمت فرح زادی گروه مدیریت جهانگردی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران Journal Article 2022 12 26 A B S T R A C T Bicycle tourism is known as one of the branches of tourism that has attracted many fans today. On the other hand, the bicycle as one of the means of urban transportation can provide the possibility of developing cycling tourism as a type of sustainable urban tourism by taking advantage of improved infrastructure and facilities for tourists. The purpose of this research is to identify and prioritize factors affecting bicycle tourism in Tehran. For this purpose, the influence of individual and environment factors related to tourism destination, and factors related to transportation were investigated. In the following, the required information was collected using both library and field methods (using the questionnaire tool) from among the statistical population including tourists and cyclist citizens in Tehran and then gathered data was analyzed using Smart PLS-SPSS software. The results show that among the four main factors, individual factors have the highest impact with the highest average, followed by environmental factors, factors related to tourism destinations, and finally factors related to transportation with the lowest average and impact on the decision to bicycle tourism. Additionally, In the group of environmental factors, the natural environment index has a higher average and is more influential than the other two indices including physical infrastructure environment and cultural environment Extended Abstract Introduction Urban tourism is one of the oldest forms of tourism and describes the various tourism activities in which the city is the main destination and location. The greater the number of urban attractions, the structure of the urban space is inclined towards tourism. One of the most popular branches of tourism is bike or cycling tourism means recreational cycling from a regular one-day or part of the day to a long-term holiday. Cycling as a home-free recreation activity was the main element of the primary definitions of cycling tourism (or cycling). The use of bicycles and tourism activities along with environmental protection and raising awareness for sustainable development has become a popular travel state. Cycling is used in urban transportation, which enables cycling tourism as a kind of sustainable urban tourism by utilizing infrastructure and improved facilities for cycling tourists. Cycling Tourism has been the focus of many countries because of its positive effects such as economic, environmental and etc. Therefore, this type of tourism can be considered a suitable branch of tourism in Iran and in Tehran; but the amount of bike use can be affected by many factors. The need to pay attention to bicycles as a non -motor vehicles, especially in Tehran's urban streets, is important for urban tourism development, and the use of bicycles and the development of cycling infrastructure can lead to urban tourism development in Tehran in the long run. The purpose of this study is to identify the factors affecting the use of bicycles in recreational trips in Tehran and prioritize them. In fact, the researcher considered the impact of individual factors, environmental factors, factors related to tourism destinations, and transport factors as factors affecting tourism. Methodology This is applied research in terms of objectives and being a descriptive-analytical survey. The statistical population is citizens and tourists cycling in Tehran. The convenient method is used for random sampling. Since the statistical population of the study is unlimited, up to 384 people were selected as the sample of the study for unlimited communities. The validity of the questionnaire was confirmed with the formal content validity of Cronbach's alpha for reviewing the reliability of the questionnaire. To test the research hypotheses, Friedman's ranking test and one-sample t-test were used, as well as using the modeling testing techniques, Structural Equation Modeling; the research measurement model was tested by Partial Least Squares Method (PLS). The normality of the variables was investigated with Skewness and kurtosis indicators. SPSS 26 and Smart Pls 3 software was used for analysis. Results and discussion After examining the averages of the factors, it was concluded that individual factors with the highest average have a greater impact on a person's decision to use bicycles and bicycle tourism than other factors. In addition, 3 subsets or indicators were considered for each of the main factors. Among the remaining three factors, i.e. environmental factors, factors related to tourism destinations,s and factors related to transportation; In the group of environmental factors, the index of the natural environment has a higher average and is more influential than the other two indices (physical infrastructure environment and cultural environment). In the group of factors related to the tourist destination, the attraction index of the destination has a higher average and is more important than the other two indices (facilities and cost of services). In the group of factors related to transportation, the infrastructure index has a higher average and more importance than the other two indices (operation and planning). In total, among all the existing indicators, the natural environment index has the highest average and the facility index has the lowest average and importance among the respondents and the studied sample. Also, from the point of view of the studied sample, among the 4 main factors, individual factors have the highest impact with the highest average, followed by environmental factors, factors related to tourism destinations, and finally, factors related to transportation with the lowest average and Influence plays a role in the decision to bicycle tourism. Conclusion The results of the studies showed that all four research hypotheses were confirmed. Manafi Azar et al. (2018) and other researchers (Abolhassani et al, 2019) confirm the impact of individual factors on bicycle tourism. Other researchers have also achieved similar results on the impact of environmental factors on tourism selection (Kim et al, 2017: 895-908; Hedstrom, 2016). Previous research has concluded that greater diversity in the attractions of a destination may be of interest to a large number of tourists, and cyclists generally try to focus on a specific destination with natural attractions. In addition, special attention to cyclists' support and providing facilities for their convenience and security can have a significant impact on attracting bicycle tourists to destinations. Regarding the factors related to transportation in the selection of bicycle tourism, researchers believe that transportation has a fundamental connection between tourist-producing areas and tourism destinations. Planning to increase opportunities for safe cycling and creating the necessary facilities can have a huge impact on attracting cyclists. Creating a bicycle infrastructure can induce more cycling and affect cyclists' decisions on cycling tours (Nicketerson et al, 2014:226). Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. گردشگری دوچرخه به‌عنوان یکی از شاخه‌های گردشگری شناخته می‌شود که امروزه طرفداران بسیاری را به خود جذب کرده است. از طرفی دیگر دوچرخه به‌عنوان یکی از وسایل حمل‌ونقل شهری می‌تواند امکان توسعه گردشگری دوچرخه‌سواری را به‌عنوان نوعی از گردشگری پایدار شهری با بهره‌گیری از زیرساخت‌ها و امکانات بهبودیافته برای گردشگران فراهم کند. هدف از انجام این پژوهش شناسایی و اولویت‌بندی عوامل مؤثر بر گردشگری دوچرخه در گردشگری شهری با موردمطالعه شهر تهران می‌باشد. به همین منظور، تأثیر فردی، محیطی، عوامل مرتبط با مقصد گردشگری و عوامل مرتبط با حمل‌ونقل بررسی شد. در ادامه اطلاعات موردنیاز با استفاده از دو روش کتابخانه‌ای و میدانی (استفاده از ابزار پرسشنامه) از میان جامعه آماری شامل گردشگران و شهروندان دوچرخه‌سوار در تهران گرداوری و با استفاده از دو نرم‌افزار Smart PLS – SPSS تجزیه‌وتحلیل انجام شد. نتایج نشان می‌دهد که هر چهار فرضیه پژوهش مورد تأیید می‌باشد و عوامل فردی با داشتن بالاترین میانگین تأثیر بیشتری بر تصمیم‌گیری فرد به استفاده از دوچرخه و گردشگری دوچرخه می‌گذارد. در بین سه عامل باقی‌مانده یعنی عوامل محیطی، عوامل مرتبط با مقصد گردشگری و عوامل مرتبط با حمل‌ونقل؛ در گروه عوامل محیطی، شاخص محیط طبیعی نسبت به دو شاخص دیگر (محیط زیرساختی کالبدی و محیط فرهنگی) دارای میانگین بالاتری بوده و تأثیرگذاری بیشتری دارد.

https://jut.ut.ac.ir/article_93577_fff7743c244b1d975b2ec6fbebb3b040.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 28 Perceived value and tourists’ loyalty: A meta-analysis on Persian studies فراتحلیل مطالعات ارزش درک شده و وفاداری گردشگران در ایران 41 56 93572 10.22059/jut.2023.330092.947 FA علی بچاچری گروه مدیریت بازرگانی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران قاسم بخشنده گروه مدیریت، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران. Journal Article 2022 12 26 A B S T R A C T The issue of the relationship between the perceived value and the loyalty of tourists is an important aspect of the issues in the field of tourism today. Therefore, understanding and knowing about this relationship leads to improving the willingness of tourists to visit a tourist center, especially in today's competitive and complex market. So far, many researches with different communities and statistical samples have investigated the impact of perceived value and loyalty of tourists. Therefore, a research vacuum that examines all these studies simultaneously is felt. The present research has sought to investigate the size of the effect of perceived value on tourists' loyalty by systematically reviewing the research conducted in Iran. First, by reviewing specialized journals, databases and Google, related researches were identified, collected and evaluated, and as a result, out of 552 articles, only 9 studies were found to have the necessary criteria to enter the meta-analysis. The results obtained from data analysis using CMA2 software showed the absence of publication bias. Also, the relationship between perceived value and loyalty of tourists was positive and the effect size was equal to 0.552. In other words, the direction of changes in perceived value variables and tourists' loyalty are aligned Extended Abstract Introduction Today, most countries are looking for the development of the tourism industry to achieve the many benefits of this industry. In order to gain a competitive advantage, we must better understand the customers of this industry, i.e., tourists. Perceived value, the consumer's evaluation of received services and products, is one factor affecting loyalty in research. Identifying the concept of perceived value and how to increase it can play a decisive role in attracting tourists. Also, one topic that is very important from managers' point of view today is customer loyalty. A loyal customer repeatedly referring to a favorite organization as a double factor in promoting the organization's services through recommendations and orders to relatives, friends, or other people, plays an essential role in improving the profitability and the organization's image in the mind of potential customers. Paying attention to the loyalty of tourists in any tourist destination is one of the essential issues that should be taken into account because, in today's competitive world, the first trip to a tourist destination can determine the success of that tourist destination in the long run. Loyalty to tourism destinations and factors affecting them play a significant role in their long-term success. Loyalty refers to a strong commitment to repurchase a superior product or service in the future, such that the same brand or product is purchased despite competitors' influence and potential marketing efforts. Therefore, companies should always monitor and take care of the interaction between themselves and their customers, and by knowing and understanding the needs and values of customers, they should provide valuable goods and services to them to create loyalty and gain satisfaction from them in such a way that prevents them from changing their direction to other companies. In Iran, many studies have been conducted concerning tourists' perceived value and loyalty, and it is necessary to examine these studies with a comprehensive approach. Therefore, the most crucial goal of the present meta-analysis is to combine and accumulate the results and scientific and practical findings of the studies conducted on the relationship between perceived value and tourists' loyalty. Methodology The research method of this research is meta-analysis. In the meta-analysis method, the researcher prepares them for powerful statistical methods by recording the characteristics and findings of a mass of studies in the form of general concepts. This research is one of the few due to the meta-analysis method. The statistical population of this research includes all the studies conducted in the field of perceived value and loyalty of tourists inside the country. In this research, databases related to the research subject have been used to collect information related to the literature and research background. Also, coding forms have been used to collect information related to the research objectives. In this way, first, in order to obtain the available data in the field of perceived value and loyalty of tourists in Iran, the databases available in Iran were referred to, and the initial list of studies was prepared. In the next step, the studies that had the necessary criteria to enter the meta-analysis sample were coded. The entry criteria considered for this study were as follows: 1- The study has been published in Persian language; 2- The review article does not have quantitative indicators; 3- In the article, there should be a correlation between the perceived value and the loyalty of tourists; 4- The relationship between the perceived value and the loyalty of tourists should have a correlation index or an index that can be converted into a correlation; 5- The study should be non-repetitive. Results and discussion The analysis of the final nine studies included in the meta-analysis showed that the overall effect size of perceived value on tourists' loyalty was 0.552, which is a positive number. So it can be concluded that perceived value positively correlates with tourists' loyalty in the conducted studies. Also, the study of Taheri Timuri and Ghanezadeh (2021) with 0.750 had the highest effect size, and the study of Hemmati and Zahrani (2015) with 0.250 had the lowest effect size. Conclusion In this research, in order to measure the effect size of the perceived value and the loyalty of tourists, the correlation index was used as a basis. Therefore, 552 studies conducted in the field of perceived value and loyalty of tourists were collected, and finally, 9 articles that could enter the meta-analysis were selected. Data dissemination bias was investigated using funnel plot methods and safe N test, and the results showed the absence of data dissemination bias. In the next step, the homogeneity and heterogeneity of the effect size of the perceived value and tourists' loyalty were investigated using the Q test and the I2 index. The results showed the heterogeneity of the effect size of the perceived value and tourists' loyalty. And to investigate the significance of the effect size of perceived value on tourists' loyalty, random effects model was used. The results showed that in studies conducted in Iran, perceived value positively correlates with tourists' loyalty. Therefore, it is necessary to pay attention to the perceived value and improve it to increase tourists' loyalty. Below are some practical suggestions to improve the loyalty of tourists based on the perceived value component: - To increase the perceived value, a balance should be established between the services received and the cost paid by the tourist; - Increasing the security of tourists in tourist areas improves the perceived value of tourists; - Providing tourism services at reasonable prices and preventing irregular price increases; - Improving the quality of tourism facilities and welfare services; - Whenever the tourist decides to visit the tourist center, it should be available and accessible; - Managers of tourism areas should create other places in their tourism center in addition to the main center which is the destination for tourists to visit and create variety in their tourism centers. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. موضوع رابطه بین ارزش درک شده و وفاداری گردشگران یک جنبه مهم از موضوعات در زمینه گردشگری در عصر حاضراست. ازاین‌رو درک و آگاهی مطلوب از این رابطه منجر به بهبود تمایل گردشگران به مراجعه به یک مرکز گردشگری به‌ویژه در بازار رقابتی و پیچیدة امروزی می‌شود. تاکنون پژوهش‌های متعددی با جوامع و نمونه‌های آماری مختلف به بررسی تأثیر ارزش درک شده و وفاداری گردشگران پرداخته‌اند. ازاین‌رو، خلاء پژوهشی که تمامی این مطالعات را به‌طور هم‌زمان موردبررسی قرار دهد احساس می‌شود. پژوهش حاضر با بررسی نظام‌مند پژوهش‌های انجام‌شده در ایران، به دنبال بررسی اندازه اثر ارزش درک شده با وفاداری گردشگران بوده است در این راستا ابتدا با بررسی مجلات تخصصی، پایگاه‌های اطلاعاتی و گوگل، پژوهش‌های مرتبط شناسایی، جمع‌آوری و ارزیابی شد که در نتیجه از بین 552 مقاله تنها 9 مطالعه دارای معیارهای لازم جهت ورود به فراتحلیل تشخیص داده شد. نتایج به‌دست‌آمده از تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزار CMA2 نشان‌دهنده عدم وجود سوگیری انتشار بود. همچنین رابطه میان ارزش درک شده و وفاداری گردشگران مثبت و اندازه اثری برابر با 552/0 داشت. به عبارتی جهت تغییرات متغیرهای ارزش درک شده و وفاداری گردشگران هم‌راستا می‌باشد

https://jut.ut.ac.ir/article_93572_90406508f948a746755b544246c59957.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 28 Analyzing Factors Influencing Health tourism Marketing A case study of Tehran city تحلیل عوامل موثر بر بازاریابی گردشگری سلامت مطالعه موردی: شهر تهران 57 75 93573 10.22059/jut.2023.347593.1059 FA ساناز صابری گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران عبدالرضا میری گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران 0000-0002-7871-2628 مهدی زکی پور گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران Journal Article 2022 12 26 A B S T R A C T Health tourism has become a big industry in the last decade, and following the increase in health tourism, the decision-making process of consumers and the factors affecting the marketing of health tourism have become very important for researchers.The aim of the present study is to present a comprehensive model of the components affecting health tourism. In this research, an attempt was made to analyze and investigate the factors affecting health tourism marketing in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this research includes people who have referred to Tehran medical centers for treatment. In order to determine the sample size, due to the lack of statistical population, Cochran's formula was used for the unlimited population and the sample size was estimated at 384 people. 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 Lisrel software with descriptive statistics and structural equation modeling. The findings showed that the quality of services had a significant impact on health tourism marketing in Tehran. In addition, the findings indicated a positive and significant effect of price on health tourism marketing in Tehran. The findings of the research showed that easy access has a significant and positive effect on the marketing of health tourism in Tehran, and credibility and trust also have a significant and positive effect on the marketing of health tourism in Tehran. Finally, the findings of the research indicated the positive and significant impact of regulations and legal framework on health tourism marketing in Tehran Extended Abstract Introduction Tehran city can be completely health city of the country given the medical capacities and strategic geographic location, brilliant history of traditional Iranian medicine, expert and reliable doctors in various fields, and health care services being cheap. Although, actions and management and marketing plans have been taken in the recent years in order to attract foreign tourists, unfortunately, the process is executing in an incoherent and traditional manner and has not had desired economic results due to lack of coherence and coordination of public and private sectors and especially the lack of written rules in the field of health tourism. There is no required connection and conjunction in the value chain of health tourism of the city. As a result, marketing system of this industry has not necessary order and regularity. Accordingly, it is required to conduct an appropriate study of factor influencing health tourism of Tehran City. Thus, the main question in the study is made as “what impact do the studied components have on health tourism Marketing in Tehran city? Methodology The study is an applied research in terms of object, and descriptive-analytic in terms of method. Library and field method was used to gather data. The population consisted peoples who have referred to health centers of Tehran city for treatment. Due to the lack of accurate statistics on the number of people referring to hospitals and medical centers in Tehran from other provinces, Cochran's formula for the unlimited population was used to determine the sample size; and the sample size was estimated to be 384 people. The sampling method was simple random sampling. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by Cronbach's alpha and composite reliability coefficient (cr). The value of Cronbach's alpha and composite reliability coefficient is between zero and one for each variable. If an obtained value is higher than 0.7, the questionnaire has a good reliability. The results of Cronbach's alpha value and composite reliability of the questionnaire confirm the good reliability of the used questionnaire. SPSS and Lisrel software were used to analyze the research data. Results and discussion The first hypothesis of the research is that “service quality has a significant impact on the health tourism marketing in Tehran.” The path coefficient is estimated (0.30). In addition, the value of the T statistic is equal to 4.58 and it can be said that the quality of services has a significant impact on the health tourism marketing in Tehran. The second hypothesis of the research is that “the price has a significant impact on the health tourism marketing in Tehran.” The path coefficient is estimated (0.37). The value of the T statistic is equal to 9.97 and it can be said that the price has a positive and significant impact on the health tourism marketing in Tehran.” The third hypothesis of the research is that “ease of access has a significant impact on the health tourism marketing in Tehran. The path coefficient is estimated (0.32). The value of the T statistic is equal to 4.88 and it can be said that ease of access has a positive and significant impact on the health tourism marketing in Tehran. The fourth hypothesis of the research is that “credibility and trust have a significant impact on the health tourism marketing in Tehran.” The path coefficient is estimated (0.54). The value of the T statistic is equal to 3.39 and it can be said that credibility and trust have a positive and significant impact on the health tourism marketing in Tehran. The fifth hypothesis of the research is that “regulations and legal framework have a significant impact on the health tourism marketing in Tehran.” the coefficient of path was estimated (0.31). The value of the T statistic is equal to 4.82, which is more than 1.96; and it can be said that regulations and legal framework have a positive and significant impact on the health tourism marketing in Tehran. Conclusion Accordingly, the findings of the research hypothesis test also showed that service quality had a significant impact on the health tourism marketing in Tehran. Medical tourism is actually a different tourism market with its specialized features. The findings pointed to the influence of price on the health tourism marketing. In this hypothesis, it provides a special insight about one of the main factors of the rapid increase in health tourism. Both specialists and patients considered the price and cost of services as important. Actually, due to its complexity, tourism demand is highly sensitive to price and ignores the price effects of the idea that demand for tourism products and activities always requires to obtain the cheapest, i.e., price increases necessarily reduce consumption. Accordingly, health tourism destinations should adopt a suitable pricing policy in providing services, because pricing inconsistent with tourists' expectations can lead to a decrease in the competitiveness of health tourism destinations. In addition, the results indicated that ease of access had a positive and significant impact on the health tourism marketing in Tehran. Accordingly, ease of access, which includes easy entry to the destination and easy access to healthcare services, also has a significant impact on the competitiveness of the health tourism destinations. Another result indicated that credibility and trust had a positive and significant impact on the health tourism marketing in Tehran. Accordingly, it can be claimed that the dimension of credibility and trust is considered important among the criteria proposed in the research for evaluating the choice of health tourism destinations. Trust is crucial to maintain a friendly relationship between health care provider and tourist. In addition, based on the results, regulations and legal framework is another factor that has been considered in this research. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. گردشگری سلامت در دهه گذشته به صنعت بزرگی تبدیل‌شده و به دنبال افزایش فعالیت در گردشگری سلامت، فرآیند تصمیم‌گیری مصرف‌کنندگان و مؤلفه‌های تأثیرگذار بر بازاریابی گردشگری سلامت برای محققین از اهمیت بالایی برخوردار شده است. هدف مطالعه حاضر ارائه یک مدل جامع از مؤلفه‌های تأثیرگذار بر گردشگری سلامت است. در این تحقیق تلاش شد عوامل موثر بر بازاریابی گردشگری سلامت شهر تهران مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق شامل افرادی می‌شود که به‌قصد درمان به مراکز درمانی شهر تهران مراجعه کرده‌اند. در جهت تعیین حجم نمونه با توجه به نبود تعداد جامعه آماری از فرمول کوکران برای جامعه نامحدود استفاده و حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS و لیزرل با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌ها نشان داد که کیفیت خدمات تأثیر معنی‌دار بر بازاریابی گردشگری سلامت شهر تهران داشته است. همچنین یافته‌ها حاکی از تأثیر مثبت و معنی‌داری قیمت بر بازاریابی گردشگری سلامت شهر تهران بود. یافته‌های تحقیق نشان داد که دسترسی آسان تأثیر معنی‌دار و مثبتی بر بازاریابی گردشگری سلامت شهر تهران داشته و اعتبار و اعتماد نیز تأثیر معنی‌دار و مثبتی بر بازاریابی گردشگری سلامت شهر تهران دارند. همچنین در نهایت یافته‌های تحقیق حاکی از تأثیر مثبت و معنی‌دار مقررات و چهارچوب قانونی بر بازاریابی گردشگری سلامت شهر تهران بود.

https://jut.ut.ac.ir/article_93573_12d50fbd2f96cce73d4035f996ab0fe3.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 29 The Moderating Role of Corona Stress in the Relationship between Safety Quality and Human Resource Crisis Management in Nature and Ecotourism Agencies نقش تعدیل‌کنندگی استرس حاصل از کرونا در رابطه بین کیفیت ایمنی و مدیریت بحران منابع انسانی در آژانس‌های طبیعت‌گردی و بوم‌گردی 77 93 93576 10.22059/jut.2022.318715.883 FA ابوالفضل قنبری گروه سنجش‌ازدور و سیستم اطلاعات جغرافیایی، دانشگاه تبریز، تبریز، ایران 0000-0001-6225-0433 پویا بهزادنیا گروه مدیریت کسب‌وکار، دانشگاه تبریز، تبریز، ایران 0000-0002-6728-1500 مهسا صنوبر گروه مدیریت گردشگری، دانشگاه تبریز، تبریز، ایران ناصر صنوبر گروه مدیریت، دانشگاه تبریز، تبریز، ایران Journal Article 2022 12 27 A B S T R A C T The critical situation caused by the corona virus has caused many businesses, especially in the field of tourism, ecotourism and nature tourism, to face many problems. On the other hand, ecotourism, has become very popular in recent years. In recent years, ecotourism has been established in small groups and ecotourism accommodation units in different provinces of our country and many job opportunities have been created, but the Corona crisis has hit hard. This field has entered. Therefore, the purpose of this study is to investigate the effect of factors such as safety quality, stress and familiarity with procedures on human resource crisis management in nature and ecotourism agencies in East Azerbaijan province. This study is quantitative and applied. Data collection was done through a questionnaire that the opinions of managers of nature and ecotourism agencies were used to test the research hypotheses. In this study, structural equation modeling using partial least squares method has been used to analyze the hypotheses. The results of the software show that there are significant relationships between the research variables. Thus, safety quality and familiarity with crisis management practices have a significant negative impact on human resource crisis. On the other hand, the moderating role of stress in the relationship between safety quality and human resource crisis was confirmed. The results show that when an agency has a high quality of safety and is familiar with crisis management practices, it can better control the human resource crisis in times of crisis. Also, stress management leads to reduce the severity of the human resources crisis of nature and ecotourism agencies through the quality of safety Extended Abstract Introduction The frequency and severity of crises have been growing over the past decade; the crisis caused by the Coronavirus has caused many small and medium-sized businesses to face many problems, especially in the field of ecotourism. On the other hand, ecotourism has become very popular in recent years. Crises can range from destructive rumors and defective products to natural disasters and terrorist attacks. However, all crises have common features and elements. One of the most basic of these is that they need immediate action and treatment. This is one of the main reasons why the field of crisis management in today's organizations has become a top priority. In recent years, ecotourism has been established in small groups and accommodation units in different provinces of our country, and many job opportunities have been created. But the Corona crisis has dealt a severe blow to this area. Therefore, the aim of this study was to investigate the human resource crisis through the quality of security, familiarity, or crisis management procedures and to assess the level of stress in the ecotourism and nature agencies of East Azerbaijan province. Methodology This research is part of quantitative and applied studies. The study population included ecotourism and nature agencies of East Azerbaijan province. In order to review and analyze the data, a questionnaire was assisted by the opinions of human resource managers and crisis management managers of these agencies, and 271 analyzable questionnaires were returned electronically. In this study, structural equation modeling using partial least squares has been used to analyze the hypotheses. Results and discussion The findings obtained from the software show that there is a significant relationship between the research variables. The results show that the quality of security and familiarity with crisis management practices have a negative and significant impact on the human resource crisis. On the other hand, the role of stress adjustment in the relationship between quality of security and the crisis of human resources was confirmed. Finally, the results showed that familiarity with crisis management practices plays a mediating role in the relationship between security quality and human resource crisis. The results show that when an agency has a high level of security quality and is familiar with crisis management practices, it can better control the human resource crisis in times of crisis. Also, controlling the amount of stress leads to a reduction in the severity of the human resource crisis by increasing the quality of security. Also, controlling the level of stress leads to a sharp increase in the human resource crisis of ecotourism and nature agencies through security quality. Conclusion Agencies that continuously monitor their safety and quality systems and train their workforce based on them have a high level of employee awareness to identify errors and are in a position to be less affected by potential crises. For this reason, human resource management is actively involved in educating employees and increasing their awareness of possible errors. This must be clearly understood and accepted not only by agencies and senior management but also by the business community. Finally, this study offers several suggestions for managers of ecotourism and nature agencies. As proved by the first hypothesis, the safety quality variable has a significant negative effect on the human resources crisis. This means that in all stages of the crisis, the experience of the organization with safety quality has an indirect impact on the human resource crisis. In the case of ecotourism and nature agencies, where practices are defined by a quality management philosophy and are based on continuous improvement and system evolution, it is clear that senior management already understands the importance of safety quality. In general, these agencies, with a high degree of awareness, increase the quality of their agency's safety so that they do not face the problem of human resources in times of crisis or at least experience a crisis of human resources; therefore, in times of crisis, these agencies can show more resistance. On the other hand, the higher the agency's experience in terms of safety quality, the more significant the role of human resource management in preventing and dealing with crises at different stages of the crisis. Finally, this study had several limitations. One of the main limitations of this study was the lack of studies in this regard, which did not make it possible to compare the results with other studies for the present study. Therefore, further studies in the field are suggested for future research. Also, the cross-sectional nature of this study, which was examined in a short period of time, can also modify the results. Therefore, longitudinal studies help to further explain the results. Also, by reviewing different studies to complete this research, variables such as threat size, different behavioral states (frustration, fear, anger and depression) and stress management can be used. Therefore, it is suggested for future studies and researchers to use these variables to develop studies in this field. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. شرایط بحرانی حاصل از ویروس کرونا باعث شده است تا کسب‌وکارهای مختلف به‌ویژه در حوزه گردشگری، بوم‌گردی و طبیعت‌گردی دستخوش مشکلات زیادی شوند. از سوی دیگر، بوم‌گردی یا طبیعت‌گردی که ترجمه اکوتوریسم است در سال‌های اخیر رواج زیادی پیداکرده و در سال‌های گذشته طبیعت‌گردی در گروه‌های کوچک و واحدهای اقامتگاهی بوم‌گردی در استان‌های مختلف کشورمان تأسیس شدند و فرصت‌های شغلی زیادی ایجادشده است، لکن بحران کرونا ضربات سختی بر این حوزه وارد کرده است. ازاین‌رو، هدف این پژوهش، بررسی تأثیر عواملی چون کیفیت ایمنی، استرس و آشنایی با رویه‌ها بر مدیریت بحران منابع انسانی در آژانس‌های طبیعت‌گردی و بوم‌گردی استان آذربایجان شرقی است. این مطالعه به‌صورت کمی و از نوع کاربردی است. گردآوری داده‌ها از طریق پرسشنامه صورت گرفته است که از نظرات مدیران آژانس‌های طبیعت‌گردی و بوم‌گردی برای بررسی فرضیه‌های پژوهش استفاده‌شده است. در این مطالعه، برای تحلیل فرضیه‌ها از مدل‌سازی معادلات ساختاری به روش حداقل مربعات جزئی استفاده‌شده است. نتایج نرم‌افزارها نشان می‌دهد که بین متغیرهای پژوهش روابط معناداری وجود دارد. به‌طوری‌که، کیفیت ایمنی و آشنایی با رویه‌های مدیریت بحران تأثیر منفی و معنادار بر بحران منابع انسانی دارند. از سوی دیگر، نقش تعدیل‌گری میزان استرس در رابطه بین کیفیت ایمنی و بحران منابع انسانی مورد تأیید قرار گرفت. نتایج نشان می‌دهد که وقتی یک آژانس از کیفیت ایمنی بالایی برخوردار بوده و با رویه‌های مدیریت بحران آشنا است، بهتر می‌تواند بحران منابع انسانی را در زمان بحران کنترل کند. همچنین، کنترل میزان استرس منجر می‌شود که تا از طریق کیفیت ایمنی بر شدت کاهش بحران منابع انسانی آژانس‌های طبیعت‌گردی و بوم‌گردی افزود

https://jut.ut.ac.ir/article_93576_a465706029a61863065d8e487e1d5caa.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 29 Modeling the Factors Affecting the Image of the Tourist Destination and its Effect on Tourist Satisfaction A case study of Tehran city مدل‌سازی عوامل موثر بر تصویر مقصد گردشگری و تأثیر آن بر رضایتمندی گردشگران مطالعه موردی: شهر تهران 95 115 93579 10.22059/jut.2023.341124.1028 FA لیلا آندرواژ گروه مدیریت بازرگانی، واحد بین‌المللی خرمشهر-خلیج فارس، دانشگاه آزاد اسلامی، خرمشهر، ایران 0000-0003-3913-3524 روزبه جنت خواه گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران Journal Article 2022 12 27 A B S T R A C T Tourism as a global activity today has doubled in importance due to the overlap of the three principles of job creation and income generation, tourist satisfaction, and environmental protection. Since different tourist destinations are competitive in attracting tourists, improving and promoting effective indicators in attracting tourists to tourist destinations is of great importance. This study aims to model the factors affecting the image of tourist destinations and their impact on tourist satisfaction in Tehran. The research method is descriptive-analytical, which has been done by the survey method. The statistical population of this study is tourists visiting Tehran. In order to determine the number of research samples, due to the unknown number of the statistical population, the required number of samples was 354 questionnaires. In order to analyze the data, a factor analysis statistical test, one-sample T in SPSS software, and structural equations in Amos Graphics software environment were used. The results show that using a factor analysis test to measure the effects of image components of tourist destinations on tourist satisfaction, 6 factors whose specific values were greater than 1 were extracted. These six identified factors were able to 63% of the variance of component image effects. Explain tourism on the satisfaction of tourists. Also, the results of the one-sample t-test to calculate the final score of the level of satisfaction with the image of tourist destinations, with a value of (2.39), were in an undesirable and unacceptable situation. Also, the results of second-order structural equation analysis showed that the overall image of the destination factor has the highest factor load on tourists' satisfaction with 60%. The final results of the structural equation model show that the effect of cognitive image on the overall image is equal to (0.21), the effect of the emotional image on the overall image is equal to (0.18), the effect of the persuasive image on the overall image is equal to (0.30), and the effect of the overall image on the satisfaction of tourists according to the route analysis model is equal to (0.27). Extended Abstract Introduction Tourism is one of the most important economic activities around the world, and it is an essential part of the economy of many countries at different stages of development. Spreading tourism on a global scale as a strategic part of socioeconomic and regional development requires planning has highlighted more sustainable tourism; its development limit has yet to be reached, so its relevance has increased in recent decades, and by 2019 it has become a significant factor for several local and national economies. The tourism industry is expected to grow at a rate of 3.3% per year and reach 1.8 billion tourists by 2030. This growth in the number of tourists visiting different destinations in the world increases the competition between destinations, which shows that a destination depends on its ability to maintain a competitive advantage. It should be noted that since March 2020, the situation has worsened, and there has been a significant reduction in expected revenue in the tourism sector due to the COVID-19 pandemic. The World Tourism Organization (UNWTO) announced the negative effects of this pandemic on the tourism industry, with a 74% decrease in international tourism in 2020. Methodology The present study is of descriptive-analytical type, which has been done by survey method and is based explicitly on structural equation modeling. Structural equations are a comprehensive statistical approach to test hypotheses related to the relationships of observable and latent variables and determine the extent to which data support the theoretical model presented by the researcher. The research has two parts: documentary and quantitative. In the documentary part, the research literature was collected through a library study. In the quantitative part, which includes field survey, the data collection tool is a questionnaire. The research questionnaire was designed based on the indicators, and the Likert scale evaluation method (very low: 1 to very high: 5) was used to score the indicators. The statistical population of this study is tourists visiting Tehran. Since the exact statistics of the number of tourists entering the tourist destinations are unknown, the Cochran sampling method was used for an indefinite and unlimited comprehensive with a 95% confidence level; the estimated number of samples is 354 questionnaires. Internal consistency and validity of the designed questionnaires using Cronbach's alpha coefficient were used. For this purpose, 60 questionnaires were completed and pre-tested, and the obtained alpha coefficient generally equals 0.975. Also, to analyze the data, a factor analysis test was used. A single sample T from the tourist destination image and structural equations in Amos Graphics software were exerted to measure the tourists' satisfaction. Results and discussion In order to measure the effects of image components of tourist destinations on tourist satisfaction in the form of several important and limited factors, a factor analysis statistical test has been used. The reason for choosing factor analysis is to evaluate the image of tourist destinations and summarize the research indicators to explain the image of the tourist destination better. In this regard, in order to determine the appropriateness of data related to the set of analyzed variables regarding the image of tourist destinations, the Bartlett test and KMO index were exerted. The significance of the Bartlett test with the number 5646.5466 at the level of 99% confidence and the appropriate value of KMO (0.898) indicates the correlation and appropriateness of the variables for factor analysis. It should be noted that factors have been accepted to determine the number of factors in this study. Whose specific value is greater than 1. Accordingly, 6 factors whose specific values were greater than 1 were extracted. The results show that the six identified factors have been able to explain 63% of the variance of the effects of image components of tourist destinations on tourist satisfaction. The percentage of explanation of each of the identified factors are in order of importance: the first factor is 10.257%, the second factor is 2.661%, the third factor is 2.141%, the fourth factor is 16.776, and the fifth factor is 1.458%, and the sixth factor is 252. / Is allocated to itself. Conclusion Then, the structural equations in the Amos Graphics software environment were used for first-order factor analysis for all four factors obtained from factor analysis, all of which had a very good fit. After identifying the indicators and image indicators of tourist destinations, first, based on the conceptual model of the research, the destination image indices, and satisfaction, the second-order factor model, a kind of structural equation model, was used. The results of the second-order model test show that the variables of the cognitive image, emotional image, and persuasive image can measure the overall image of tourist destinations, among which cognitive image and emotional image, each with a coefficient of 54%, have the most significant impact on the image. According to the research results of Hernandez-Mogulon et al. (2018), Stylus et al. (2017), and Zhang et al. (2018) showed that the cognitive and emotional image index has the greatest effect on the overall image in attracting and Tourist satisfaction has been aligned. In order to explain the relationship between tourism destination image and tourist satisfaction, the structural model based on the research's conceptual model shows that the overall image's effect on tourist satisfaction is estimated to be 0.27, which can be said to be effective. The overall picture of tourist satisfaction has been positive and significant and aligns with the results of research by Kiani Feyzabadi et al. (2015) and Shahbazi et al. (2016). It has been found that the results of the study are in line with the results of the research of Hernandez-Mogulon et al. (2018), Stylus et al. (2017), and Zhang et al. (2018). The result is equal to or (0.25), which according to the level of significance can be said that the effect of the persuasive image on the satisfaction of tourists has become significantly positive, which is in line with the results of Papadimitriou et al. (2018), Praiag et al. (2007), Silva Lopez et al. (2021), and Kiani Feyzabadi (2017). Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. گردشگری به‌عنوان یک فعالیت جهانی امروزه با توجه به هم‌پوشی سه اصل ایجاد اشتغال و درآمدزایی، رضایت گردشگر و حفظ محیط‌زیست اهمیتی دوچندان یافته است. هدف تحقیق حاضر مدل‌سازی عوامل موثر بر تصویر مقصد گردشگری و تأثیر آن بر رضایتمندی گردشگران در شهر تهران است. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت توصیفی ـ تحلیلی است. جامعه آماری پژوهش حاضر، گردشگران شهر تهران در بازه زمانی مشخص می‌باشند، که با توجه به نامشخص بودن تعداد جامعه، با استفاده جدول مورگان 354 نفر انتخاب‌شده است. داده‌های موردنیاز با استفاده از پرسشنامه استاندارد گردآوری‌شده روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. به‌منظور تحلیل داده‌ها از آزمون آماری تحلیل عاملی و T تک نمونه‌ای در نرم‌افزار Spss و از معادلات ساختاری در محیط نرم‌افزار Amos Graphics استفاده گردید. نتایج حاصل از تحلیل عاملی نشان داد که شش عامل شناسایی‌شده توانسته‌اند 63% واریانس اثرات مؤلفه‌های تصویر مقصدهای گردشگری بر رضایتمندی گردشگران را تبیین نمایند. نتایج تحلیل معادلات ساختاری نشان داد که تصویر کلی مقصد بر رضایتمندی گردشگران با 60 درصد از واریانس متغیر وابسته را پیش‌بینی نماید. همچنین تأثیر تصویر شناختی بر تصویر کلی برابر با (21/0) درصد واریانس، تأثیر تصویر عاطفی بر تصویر کلی برابر با (18/0) درصد واریانس، تأثیر تصویر ترغیبی بر تصویر کلی برابر با (30/0) درصد واریانس و تأثیر تصویر کلی بر رضایتمندی گردشگران با توجه به مدل تحلیل مسیر برابر با (27/0) درصد واریانس برآورد شده است.

https://jut.ut.ac.ir/article_93579_ec7d835d376601ddb8958ab4e7ac624e.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 07 23 Sports Tourism Destinations on the Path of Sustainability: Assessing Obstacles and Challenges A Case Study of Isfahan Province مقاصد گردشگری ورزشی در مسیر پایداری: ارزیابی موانع و چالش‌ها مطالعه موردی: استان اصفهان 117 132 93872 10.22059/jut.2023.343734.1043 FA مرجان امینی گروه مدیریت سازمان‌های ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران 0009-0006-3148-5436 حسن بحرالعلوم گروه مدیریت سازمان‌های ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران رضا اندام گروه مدیریت سازمان‌های ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه صنعتی شاهرود، شاهرود، ایران طاها ربانی گروه جغرافیا، دانشکده علوم انسانی، دانشگاه یزد، یزد، ایران Journal Article 2023 01 26 A B S T R A C T Despite numerous studies and annual reports of international organizations on the sustainability of tourism destinations, this sustainability still needs to be institutionalized in the country's sports tourism industry. In fact, Iranian sports tourism is by no means "sustainable" in terms of revenue and economic benefits, nor in terms of protection of resources and assets. Therefore, the present study seeks to identify and evaluate the obstacles to achieving sustainability in the sports tourism industry, done with a case study of Isfahan province. Two expert groups were selected using a Survey method based on interviews and questionnaires. The first group included 14 university experts, and the second group included 180 experts and senior managers of sports and tourism organizations in Isfahan province. Sampling from both groups was done purposefully. Data analysis was performed using open coding techniques, heuristic factor analysis, and multivariate regression analysis. Based on the results, barriers to sustainability in sports tourism destinations in Isfahan province were identified and categorized into 6 key areas with 36 variables. The main axes are Weakness in policy-making and vision; Inefficiency in managing sports tourism destinations; Non-social acceptance; Environmental constraints; Weakness of investment and employment; and Lack of security. The most influential factor was the weakness in policy-making and vision. Accordingly, in order to achieve sustainability, policy-making approaches to the management of tourism destinations in the country should be reviewed. Finally, it was concluded that in the absence of policy-making and regulatory approaches at the national level, it is possible to organize the sports tourism market to some extent by defining a specific perspective at the provincial level in the form of provincial development programs. This is possible by applying some requirements Extended Abstract Introduction The sustainability of tourist destinations has become so important in recent years that it can be claimed that a tourist destination can only be competitive if it is sustainable. Despite conducting numerous types of research and the existence of annual reports of international organizations regarding the sustainability of tourist destinations, this sustainability has yet to be institutionalized in the country's sports tourism industry. In fact, sports tourism in Iran is neither " sustainable " in terms of income and economic benefits nor in terms of protecting resources and assets. This unsustainability has different economic, social and environmental dimensions. There needs to be a theoretical consensus in current studies about the intensity and weakness of instability in each of these dimensions, as well as the obstacles facing the stabilization of sports tourism destinations. Therefore, the present study aims to identify and evaluate sustainability obstacles in the sports tourism industry, which was done by conducting a case study in Isfahan province. Methodology The present study was conducted using a survey method, which includes a qualitative design based on interviews and a quantitative design based on questionnaires. This two-pronged plan required defining two target population groups for data collection. The first group included 14 academic experts, and the second included 180 experts and senior managers of sports and tourism organizations in Isfahan province. The distinctive feature of the second group was that, in addition to having appropriate theoretical knowledge, due to their managerial and executive records, they were fully familiar with the tourism and sports issues of Isfahan province, and they also had a history of living in the province. Sampling from both groups was done in a targeted way. The work process was such that in the first stage, obstacles and challenges were identified using theoretical literature and in-depth interviews. Then these obstacles were completed in the form of a 44-question questionnaire with a 5-point Likert scale from the managers of Isfahan province. Data analysis was done using open coding techniques, exploratory factor analysis, and multivariate regression analysis. Results and discussion Based on the results, sustainability obstacles in sports tourism destinations in Isfahan province were identified and categorized in six key axes with 36 variables, which explain about 66% of the variance of the dependent variable, i.e., sustainability of sports tourism destinations in Isfahan province. The first factor was "weakness in policy-making and vision," the most important variable of which is "not having a clear vision for the future of sports tourism in the province." The second factor was "inefficiency in the management of sports tourism destinations," the most important variable of which is "the existence of parallel organizations and the unclear duties of each of them." The third factor was "social rejection," and its most important variable was "the phenomenon of tourist avoidance." The fourth factor is "environmental limitations," and its most important variable is the "prevalence of the Covid-19 pandemic and epidemic diseases." The fifth factor is "weakness of investment and employment", the most important factor of which is the "effect of international sanctions." Finally, the sixth factor is named "lack of security." On the other hand, Isfahan province is facing other restrictions. Many natural and ecological resources of the province have been destroyed in recent years. The drying up of Zayandehrud, continuous droughts, land subsidence crisis, and loss of vegetation and animal life are damages that will affect sports tourism. These restrictions lead to the seasonality of sports tourism activities. However, the analysis of the coefficient of the effect of each factor on the sustainability of tourism destinations in Isfahan province showed that the most important challenge affecting the sustainability of these destinations is policy-making, which is related to obstacles such as managerial inefficiency and lack of social acceptance of sports tourism. Conclusion The final result of the present study was that due to the complexity of the obstacles and the high dependence of these obstacles on each other, the vulnerability bottleneck of this system should be identified, and the changes should be started from there. Since the identified challenges and obstacles often act in a causal and consequential manner, that is, every challenge is the result of the interaction of other challenges and leads to the reproduction of new challenges, therefore, perhaps the starting point of the reconstruction of the sports tourism system can be searched for in the factor of "politicization and perspective-making." In fact, saving the tourism industry from the crisis requires policies at the national level. These policies should have an institutional aspect. It means that they depend on institutions' legal and legal capacity rather than on the will of managers and persons in charge. This also depends on some structural reforms in the country's governance and macro management system. In the absence of policy-making and regulatory approaches at the national level, it is possible to organize the sports tourism market by defining a specific vision at the provincial level in the form of provincial development plans. This is possible by applying some requirements. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. علیرغم انجام پژوهش‌های متعدد و وجود گزارش‌های سالانه سازمان‌های بین‌المللی در مورد وضعیت پایداری مقاصد گردشگری، تاکنون این پایداری در صنعت گردشگری ورزشی کشور نهادینه نشده است. در واقع، گردشگری ورزشی ایران نه ازلحاظ درآمد و منافع اقتصادی و نه ازلحاظ حفاظت منابع و دارایی‌ها به‌هیچ‌وجه «پایدار» نیست. ازاین‌رو مطالعه حاضر در صدد شناسایی و ارزیابی موانع پایداری در صنعت گردشگری ورزشی است که در استان اصفهان انجام‌شده است. با استفاده از یک روش پیمایشی مبتنی بر مصاحبه و پرسشنامه، از دو گروه خبره نظرخواهی شد. گروه نخست شامل 14 نفر از خبرگان دانشگاهی و گروه دوم نیز، شامل 180 نفر از کارشناسان و مدیران ارشد سازمان‌های ورزشی و گردشگری در استان اصفهان بودند. نمونه‌گیری از هر دو گروه به روش هدفمند انجام شد. تحلیل داده‌ها با استفاده از تکنیک‌های کدگذاری باز، تحلیل عاملی اکتشافی و تحلیل رگرسیون چند متغیره صورت گرفت. بر اساس نتایج، موانع پایداری در مقاصد گردشگری ورزشی استان اصفهان در شش محور کلیدی با 36 متغیر شناسایی و دسته‌بندی شدند. محورهای اصلی عبارت‌اند از: 1- ضعف در سیاست‌گذاری و چشم‌انداز؛ 2- ناکارآمدی در مدیریت مقاصد گردشگری ورزشی؛ 3- عدم پذیرش اجتماعی؛ 4- محدودیت‌های محیط‌زیستی؛ 5- ضعف سرمایه‌گذاری و اشتغال؛ 6- عدم امنیت. اثرگذارترین عامل نیز ضعف در سیاست‌گذاری و چشم‌انداز بود. بر این اساس جهت نیل به پایداری، بایستی رویکردهای سیاست‌گذاری مدیریت مقاصد گردشگری کشور موردبازنگری قرار گیرد. درنهایت این نتیجه به دست آمد که در غیاب رویکردهای سیاست‌گذارانه و تنظیمی در سطح ملی، می‌توان با تعریف یک چشم‌انداز مشخص در سطح استان در قالب برنامه‌های توسعه استانی، تا حدودی به ساماندهی بازار گردشگری ورزشی پرداخت. این امر با به‌کارگیری برخی الزامات امکان‌پذیر است.

https://jut.ut.ac.ir/article_93872_545a6cf5d728f5c462e5d8722a177baa.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 10 1 2023 04 28 Identification and Analysis of the Social Drivers Governing the Tourism Development Policy of Iranian Cities in the Horizon 2025 with a Future Studies Approach شناسایی و تحلیل پیشران‌های اجتماعی حاکم بر سیاست‌گذاری توسعه گردشگری شهرهای ایران در افق 1404 با رویکرد آینده‌پژوهی 133 149 93578 10.22059/jut.2023.348349.1066 FA جهان افروز احمدزاده گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران. فیروزه حاجی علی اکبری گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران. هما درودی گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران. Journal Article 2022 12 26 A B S T R A C T Today, tourism is more than an industry, as a global and social dynamic phenomenon with its own complexities. A detailed understanding and scientific analysis of this phenomenon can provide a reliable framework for planning the tourism industry. As the biggest social movement with numerous cultural, economic, and spatial consequences, this industry always needs to make its development effective now and in the future. In this regard, planning for tourism development depends on various factors and conditions, which can be achieved under the condition of their systematic and structured application. This issue shows the importance of future research, the necessity of formulating future visions in the tourism development process, and the social drivers among them. For this purpose, the current research attempts to identify and analyze the critical social drivers affecting tourism development in the horizon 2025. In the following article, 17 primary factors were extracted with the Delphi technique, then the cross-effects matrix of the components was formed using the Delphi method of managers. In the next step, matrix analysis was done with Mic Mac software. The results of the dispersion of the variables in the axis of influence and influence of the factors in the Mic Mac software show the system's stability in tourism development. Accordingly, the findings of the research showed that among the drivers identified, the drivers of the development of participation in tourism, strengthening the knowledge of the residents of areas with tourist attractions regarding the tourism potential of the region, developing local native games, the mental image of the tourist destination, strengthening local institutions in order to invest in tourism, making the local community aware of how to deal with tourists. Increasing the culture of tourism acceptance, the connection between the components of the tourism chain, accommodation facilities, and arranging the influence of natives' opinions in the meetings of people and officials in the media were identified as key drivers. Extended abstract Introduction In the Comprehensive National Tourism Development Document of Iran, it is stated that Iran ranks fifth in the field of natural attractions and tenth in the field of historical and ancient attractions in the world, and based on forecasts at the end of the sixth development program, which coincides with the twenty-year vision document. Iran should reach 20 million incoming tourists annually. Surveys show that with the current trend governing the country's tourism, we will reach a maximum of 55 million tourists annually. The available statistics show that Iran's share in attracting foreign tourists is insignificant due to its size, history, civilization, and tourist attractions. Therefore, attracting tourists requires the development of the tourism industry in our country and paying attention to the quality of services provided to tourists. With the understanding of the mentioned cases, the central question of the research is: - What are the social driving forces governing tourism development policy in Iran horizon 2025? Methodology The following article is practical in terms of purpose, and according to the investigated components, the dominant approach is a descriptive-analytical method. The Delphi technique has been exploited to identify variables and indicators. In this research, in order to consciously select the participants, the purposeful sampling method has been exerted. The basis of using the purposeful sampling method is to select a group of experts with an in-depth investigation or a general understanding of the nature of the research questionnaire. Based on the above explanations, the statistical population of the upcoming research is 74 experts in the field of tourism, including experts in the organization Tourism and cultural heritage, and some university professors are experts in the field of study. The experts checked and confirmed the validity of the questionnaire used. The number considered volume for the Delphi technique was 74 people. The sample size for the Mic Mac technique was 43 people, according to the experts' familiarity with this software. Cronbach's alpha was also applied to test the reliability of the research questionnaire. The obtained value was equal to 0.87, which confirmed the reliability of the research questionnaire. Results and discussion The factors related to the research were confirmed by the statistical sample using the Delphi technique. In the following, 17 factors have been analyzed with Mic Mac software to extract the main influencing factors. The dimensions of the matrix are 17x17. The degree of filling of the matrix is 82.35%, which shows that the selected factors have a relatively large and scattered effect on each other, and in fact, the system has enjoyed stability. Out of the total of 11560 relationships that can be evaluated in this matrix, 2040 relationships were zero, meaning the factors did not influence or were not influenced by each other 4120 relationships, and their number was one, which means that they had little influence on each other. Also, in 2760 relationships, their number was 2, meaning they had a relatively strong influencing relationship; in 2640 relationships, their number was 3. This means that the relationships between the critical factors have been very high and have had a lot of influence and effectiveness. The results of determining the key drivers showed that ten drivers in the influence column had the most significant contribution to direct influence, and the same ten variables were in the first ten in the indirect influence. These factors are the cultural and social policies of the government based on Mandatory hijab for foreign tourists and some restrictions on social freedoms, such as banning the consumption of alcoholic beverages, strengthening the knowledge of residents of areas with tourist attractions regarding the tourism potential of the region, developing local indigenous games, the mental image of tourist destinations, strengthening local institutions for investment. In tourism, awareness of the local community about how to deal with tourists, increasing the culture of tourism acceptance, a connection between the components of the tourism chain, facilities, and accommodation facilities, arranging the impact of the natives' opinions in the meetings of people and officials in the media. Conclusion The results of this research showed that among the drivers identified, the drivers of the cultural and social policies of the government based on the compulsory hijab of foreign tourists and some restrictions on social freedoms such as the ban on the consumption of alcoholic beverages, strengthening the knowledge of the residents of areas with tourist attractions regarding the potential tourism in the region, development of local indigenous games, the mental image of tourism destination, strengthening of local institutions in order to invest in tourism, raising awareness of the local community about how to deal with tourists, increasing the culture of tourism acceptance, the connection between the components of the tourism chain, facilities residence, the arrangement of influencing the opinions of the natives in the meetings of the people and officials in the media were identified as key drivers. By adopting a future research approach and considering the critical drivers obtained in the current research, the decisions and plans in the tourism industry and the social sphere will be oriented in line with the development of the tourism industry and will be on a targeted path. In the conclusion of this research, it can be acknowledged that the success in achieving the comprehensive goals of tourism in Iran depends on the continuous interaction between critical factors and detailed planning for these drivers. In other words, sufficient attention from the planners to the influencing and driving factors and considering these key factors and the relationships between them will provide the necessary platforms for realizing, developing, and desirable evolution of tourism in the social sphere. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. برنامه‌ریزی برای توسعه گردشگری، به عوامل و شرایط گوناگونی وابسته است که به‌شرط به‌کارگیری نظام‌مند و ساختاری آنها، می‌توان به این مهم دست‌یافت. این موضوع نشان از اهمیت آینده‌پژوهی و ضرورت تدوین چشم‌اندازهای آینده در فرایند توسعه گردشگری و در این میان پیشران‌های اجتماعی دارد. بدین منظور در پژوهش حاضر سعی بر آن است که پیشران‌های اجتماعی کلیدی مؤثر بر توسعه گردشگری در افق 1404 شناسایی و تحلیل شوند. در نوشتار پیش رو ابتدا با تکنیک دلفی، 17 عامل اولیه استخراج شده، سپس با استفاده از روش دلفی مدیران، ماتریس اثرات متقاطع مؤلفه‌ها تشکیل شد. در مرحله بعد، تحلیل ماتریس با نرم‌افزار میک‌مک انجام شد. نتایج حاصل از پراکندگی متغیرها در محور تأثیرگذاری و تأثیرپذیری عوامل در نرم‌افزار میک مک، بیانگر پایداری سیستم در توسعه گردشگری است و بر همین اساس، یافته‌های پژوهش نشان داد که از بین پیشران‌های شناسایی شده پیشران‌های سیاست‌های فرهنگی و اجتماعی حاکمیت مبنی بر حجاب اجباری گردشگران خارجی و برخی محدودیت در آزادی‌های اجتماعی همچون ممنوعیت مصرف مشروبات الکی ، تقویت دانش ساکنین مناطق دارای جاذبه گردشگری نسبت به پتانسیل‌های گردشگری منطقه، توسعه بازیهای بومی محلی، تصویر ذهنی مقصد گردشگری، تقویت نهادهای محلی در جهت سرمایه‌گذاری در گردشگری، آگاهی‌بخشی جامعه محلی در مورد نحوه برخورد با گردشگران، افزایش فرهنگ گردشگرپذیری، پیوستگی میان اجزای زنجیره گردشگری، امکانات و تسهیلات اقامتی، ترتیب اثر دادن نظرات بومیان در جلسات هم‌اندیشی مردم و مسئولین در رسانهها به‌عنوان پیشران‌های کلیدی شناسایی شدند.

https://jut.ut.ac.ir/article_93578_718021a5fd4a14ff30ab98307580c845.pdf