دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 13 Investigating the Impact of Intangible Cultural Heritage Components on the Development of Creative Tourism by Relying on Performing Arts: A case study of Tehran City بررسی تأثیر مؤلفه‌های میراث فرهنگی ناملموس با تکیه‌بر هنرهای نمایشی بر گسترش گردشگری خلاق، مطالعه موردی: شهر تهران 1 19 103111 10.22059/jut.2025.390168.1264 FA مهدی امیری گروه هنرهای نمایشی، دانشکده هنر و معماری، دانشگاه زابل، زابل، ایران علی عسگر علیزاده مقدم گروه هنرهای نمایشی، دانشکده هنر و معماری، دانشگاه زابل، زابل، ایران Journal Article 2025 03 24 A B S T R A C T Relying on intangible cultural heritage, which focuses more on urban identity, can help to differentiate urban tourism destinations. Therefore, the present study was written to investigate the impact of intangible cultural heritage components on the development of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this study were tourists entering Tehran. The reliability of the questionnaire was measured and confirmed by calculating Cronbach's alpha and calculating the composite reliability coefficient (CR). The validity of the questionnaire was also confirmed in two stages as face validity and face validity through obtaining opinions from professors and experts, and divergent validity was confirmed by calculating the average variance extracted (AVE) index. Structural equation modeling was conducted in the LISREL software environment to investigate the research hypotheses. The findings showed that the authenticity of intangible cultural heritage with a path coefficient of 0.31, the value of intangible cultural heritage with a path coefficient of 0.38, the attractiveness of intangible cultural heritage with a path coefficient of 0.48, and the quality of intangible cultural heritage with a path coefficient of 0.45 have a positive and significant effect on the development of creative tourism. The results suggest that Tehran can enhance its branding by organizing and studying its intangible heritage, which reflects the identity of the place. By focusing on these attractions that align closely with its cultural identity, the city can effectively manage its intangible cultural heritage and promote its destinations more cohesively. Thus, paying attention to the intangible cultural heritage gives the tourism of this city a competitive advantage and creates the possibility of distinguishing it from other destinations. Extended Abstract Introduction Given the prevailing values in Iran, particularly in Tehran, it seems that the desired model for developing creative tourism is intangible cultural heritage. However, there has been no codified system or principles for using the potential associated with intangible cultural heritage. Therefore, analyzing the impact of the components that form intangible cultural heritage in developing creative tourism will be useful in adopting measures in line with recognizing and strengthening capacities in this area and ultimately attracting maximum tourists. In terms of the type of tourists; heritage tourists are usually among the most educated and committed people who travel; therefore, they contribute to the cultural advancement of the host society and will have the least undesirable cultural and social effects. Given that Iran, benefiting from cultural, religious, and linguistic diversity, a vast geographical area, and historical richness, has abundant intangible cultural heritage, identifying all factors and elements related to this huge capacity and designing a model for it will have a significant impact on the development of creative tourism and will be a theoretical and practical guide for the executive authorities. Thus, by understanding the above, the present study has been formulated to respond to the following hypotheses: - The authenticity of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran. - The value of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran. - The attractiveness of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran. - The quality of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran. Methodology The present study is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this study were domestic tourists entering Tehran. In order to determine the sample size, the method of several observable variables and the amount of sample size was used, such that for each observable variable, the sample size was between Q5 < n < Q15, where Q is the questionnaire questions, and N is the number of samples. Considering that the number of questionnaire questions was equal to 20 questions, the sample size was considered 15 people for each question; the sample size obtained was equal to 300 people; to increase the reliability coefficient, the number of questionnaires distributed was equal to 384 people. The sampling method was stratified. In this way, Tehran was divided into 5 parts as northern, southern, eastern, western, and central, and the questionnaire was divided equally among the 5 classes. The validity of the questionnaire was also confirmed in two stages: face validity through obtaining opinions from professors and experts and divergent validity by calculating the average variance extracted (AVE) index. This study used SPSS and LISREL software to analyze the research data. Results and discussion Findings and Discussion The present study was designed to analyze the impact of intangible cultural heritage components on the development of urban creative tourism. The results of this study showed that the authenticity of intangible cultural heritage has a positive and significant impact on the development of creative tourism with a path coefficient of 0.31. In other words, the authenticity of intangible cultural heritage can explain 9.6 percent of the variance of the dependent variable, namely the development of creative tourism. Concerning the second hypothesis of the study, the findings showed that the value of intangible cultural heritage has a significant impact on the development of creative tourism with a path coefficient of 0.38. In other words, this variable can explain 14.4 percent of the variance of the dependent variable. The findings of the third hypothesis showed that the attractiveness of intangible cultural heritage has a significant impact on the development of creative tourism in Tehran, with a path coefficient of 0.48. In other words, 23 percent of the variance of the independent variable is explained by the attractiveness component of intangible cultural heritage. The research findings showed that the quality of intangible attractions with a path coefficient of 0.45 has a significant effect on the development of creative tourism in Tehran. In other words, the quality of intangible cultural heritage can explain 20.2 percent of the variance of the dependent variable. Conclusion Due to its cultural and indigenous roots, the intangible cultural heritage of tourism has a high impact on the development of urban creative tourism and provides an opportunity to attract tourists seeking authentic experiences in areas containing cultural treasures, which can lead to the expansion of urban creative tourism and, as a result, economic benefits for these cities. The results of this study indicated a positive impact of intangible components, namely authenticity, value, quality, and attractiveness, on the development of creative tourism. Among the components studied, the attractiveness component of intangible cultural heritage with a path coefficient of 0.48 had the highest path coefficient, and the authenticity component with a path coefficient of 0.31 had the lowest path coefficient. This study highlights that intangible cultural heritage plays a vital role in distinguishing tourism destinations, especially in a world where these locations are becoming increasingly similar. By implementing branding strategies that focus on intangible cultural heritage, destinations can enhance their uniqueness and appeal. In fact, the nature of cultural heritage, which is rooted in beliefs, customs, rituals, handicrafts, and intangible cultural heritage in general, can help further differentiate tourism destinations and grow and expand creative tourism in particular by highlighting place identities while reviving the position of these factors. Funding There is no funding support. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. سیاست‌گذاران شهری برای بهره‌گیری از مزایای گردشگری، به‌ویژه گردشگری خلاق، بر ابزارهای نوینی مانند میراث فرهنگی ناملموس تأکید کرده‌اند که با تقویت هویت شهری، به تمایز مقاصد گردشگری کمک می‌کند. این پژوهش با هدف بررسی تأثیر مؤلفه‌های میراث فرهنگی ناملموس بر توسعه گردشگری خلاق در شهر تهران انجام شد. روش تحقیق از نظر هدف کاربردی و از نظر روش توصیفی-تحلیلی بود. داده‌ها از طریق مطالعات کتابخانه‌ای و پیمایش میدانی (با جامعه آماری گردشگران ورودی به تهران و حجم نمونه ۳۸۴ نفر) جمع‌آوری شد. پایایی پرسشنامه با آلفای کرونباخ و پایایی ترکیبی (CR) تأیید گردید و روایی آن نیز در دو سطح صوری (نظر خبرگان) و واگرا (شاخص AVE) سنجیده شد. تحلیل داده‌ها با مدل‌سازی معادلات ساختاری در نرم‌افزار لیزرل نشان داد که مؤلفه‌های میراث ناملموس شامل اصالت ضریب 31/0، ارزش (38/0)، جذابیت (48/0) و کیفیت (45/0) تأثیر مثبت و معناداری بر گسترش گردشگری خلاق دارند. نتایج بیانگر آن است که مدیریت هدفمند میراث ناملموس تهران، مبتنی بر هویت مکانی، نه‌تنها به برندسازی مقاصد گردشگری می‌انجامد، بلکه از طریق ایجاد مزیت رقابتی، امکان تمایز این شهر از سایر مقاصد را فراهم می‌کند. این پژوهش بر ضرورت توجه سیاست‌گذاران به میراث ناملموس به‌عنوان ابزاری کارآمد در توسعه پایدار گردشگری شهری تأکید دارد.

https://jut.ut.ac.ir/article_103111_c78eae8221b5dcb344bbd0179c83b547.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 13 Evaluation and assessment of Kazeroon City tourism in line with the realization of the creative tourism model ارزیابی و توان‌سنجی گردشگری شهرستان کازرون در راستای تحقق‌پذیری الگوی گردشگری خلاق 21 39 99605 10.22059/jut.2024.370770.1180 FA کرامت اله زیاری گروه جغرافیای انسانی و برنامه‌ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران مصطفی آریان کیا گروه جغرافیای انسانی و برنامه‌ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران 0000-0002-1710-3319 Journal Article 2025 03 24 A B S T R A C T Creative tourism is a new generation of tourism that, through innovative approaches and creative activities, can bring about numerous positive outcomes for both the tourist community and the host community. The aim of this study is to evaluate the tourism potential, as well as the opportunities and capacities of Kazeroon County, in order to develop creative tourism and establish a creative city. Given its nature, this research is applied-developmental and follows a descriptive-analytical method. The necessary data were obtained through two methods: library research and fieldwork (questionnaires). To examine the research variables, four major tourism indicators and five essential indicators for the realization of a creative city were assessed. For data analysis and evaluating the tourism potential of Kazeroon County, the SPSS statistical software was used, along with Friedman tests, T-tests, and multiple regression analysis. The results of the study regarding the establishment of creative tourism indicate that Kazeroon County has significant potential and capacity according to the indicators examined. The results of the T-test indicate that among the components, social capital has a higher level, while leadership and management have a lower level compared to other components. The results from the Friedman test also show that the three indicators of social capital, initiative and innovation, and flexibility and acceptance are in a favorable position regarding the establishment of creative tourism. Furthermore, the development of strategic planning and a focus on strengthening cultural and social indicators can accelerate the process of transforming Kazeroon County into a creative city. Extended Abstract Introduction Achieving a creative city requires the presence of a creative class in society, and it seems that one of the appropriate ways to recognize and attract the creative class is to use the tourism industry. In this process, tourism, due to its multidimensional nature, can provide the basis for the better development of the city through the development of cultural and creative tourism. Therefore, if this industry (tourism) is used creatively, it can have many positive results for both the tourist community and the host community. Thus, paying attention to the effective factors in the development of creative tourism and planning to realize this concept is a must. In this regard, according to the importance of urban tourism and the issues raised in the introduction, the present research aims to investigate and evaluate the tourism potential of Kazeroon City to create a model of creative tourism at the city level. The research questions include: 1-What potential does Kazeroon have for the realization of creative tourism?2-What is the status of the indicators of creative tourism in Kazeroon City in terms of the realization of creative tourism? During the steps of conducting the present research, the research conducted by some researchers has been referred to. The findings of the mentioned research are consistent with the findings of the present research. The difference between this research and other research is in the research method, the area under study, and the variables used. Methodology According to its nature, the present research is applied-developmental and utilizes a descriptive-analytical method. Information about the current situation has been collected through two methods: library research and field studies (questionnaire). The statistical population consists of the residents of Kazeroon City, and the statistical sample includes 50 experts in the field of tourism and local residents. To examine the research variables, four major tourism indicators and five basic preconditions for the realization of a creative city have been used. SPSS software, along with Friedman and T-tests, was employed to analyze the questionnaire data. Results and discussion To investigate and evaluate the tourism potential of Kazeroon City for creating creative tourism, four major tourism indicators have been used: historical and architectural attractions, natural attractions, social and cultural indicators, and the infrastructure index. According to the results, Kazeroon has significant potential and diversity in terms of these indicators for developing creative tourism. A T-test was employed to assess the feasibility of creative tourism in Kazeroon City based on the five basic preconditions for realizing a creative city and creative tourism. The results indicate that the social capital component in Kazeroon City ranks higher than other components and serves as a key factor in the development and creation of creative tourism. Conversely, the leadership and management component in Kazeroon City exhibits a lower level of creative tourism development compared to other components. Friedman's test results show that the indices of social capital, initiative and innovation, and flexibility and acceptance, based on their average ranks and significance levels, are in a favorable position for creating creative tourism compared to the other two indices. Conclusion Kazeroon City, with its ancient history, boasts numerous historical and ancient monuments from various eras, a rich heritage of traditional architecture, handicrafts, souvenirs, and local foods. In addition to its diverse tourist attractions—including historical, natural, and religious sites—it is a popular destination for both domestic and foreign tourists throughout the year. The analysis of the questionnaire data reveals that Kazeroon City has significant potential and capacity regarding the indicators examined for the creation of creative tourism. The results of the T-test indicate that the social capital index in Kazeroon City ranks higher than other components in relation to creative tourism. The presence of strong social capital in Kazeroon City serves as a critical factor in the development and establishment of creative tourism. The results of Friedman's test further demonstrate that the social capital index, initiative and innovation index, and flexibility and acceptance index are in a favorable position for fostering creative tourism based on their average ranks and significance levels. However, the risk-taking index and the leadership and management index show lower levels. Regarding the selection of research indicators and a comparison of this study’s findings with those of other researchers, the results are entirely consistent with the findings of previous research. Funding There is no funding support. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. سیاست‌گذاران شهری برای بهره‌گیری از مزایای گردشگری، به‌ویژه گردشگری خلاق، بر ابزارهای نوینی مانند میراث فرهنگی ناملموس تأکید کرده‌اند که با تقویت هویت شهری، به تمایز مقاصد گردشگری کمک می‌کند. این پژوهش با هدف بررسی تأثیر مؤلفه‌های میراث فرهنگی ناملموس بر توسعه گردشگری خلاق در شهر تهران انجام شد. روش تحقیق از نظر هدف کاربردی و از نظر روش توصیفی-تحلیلی بود. داده‌ها از طریق مطالعات کتابخانه‌ای و پیمایش میدانی (با جامعه آماری گردشگران ورودی به تهران و حجم نمونه ۳۸۴ نفر) جمع‌آوری شد. پایایی پرسشنامه با آلفای کرونباخ و پایایی ترکیبی (CR) تأیید گردید و روایی آن نیز در دو سطح صوری (نظر خبرگان) و واگرا (شاخص AVE) سنجیده شد. تحلیل داده‌ها با مدل‌سازی معادلات ساختاری در نرم‌افزار لیزرل نشان داد که مؤلفه‌های میراث ناملموس شامل اصالت ضریب 31/0، ارزش (38/0)، جذابیت (48/0) و کیفیت (45/0) تأثیر مثبت و معناداری بر گسترش گردشگری خلاق دارند. نتایج بیانگر آن است که مدیریت هدفمند میراث ناملموس تهران، مبتنی بر هویت مکانی، نه‌تنها به برندسازی مقاصد گردشگری می‌انجامد، بلکه از طریق ایجاد مزیت رقابتی، امکان تمایز این شهر از سایر مقاصد را فراهم می‌کند. این پژوهش بر ضرورت توجه سیاست‌گذاران به میراث ناملموس به‌عنوان ابزاری کارآمد در توسعه پایدار گردشگری شهری تأکید دارد

https://jut.ut.ac.ir/article_99605_8f0a2723177e29d494d7ed1595d2cd4d.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 15 Identification and Analysis of Factors Contributing to the Effectiveness of Tourist Attractions in the Development of Izeh City شناسایی و تحلیل عوامل مؤثر در اثربخشی جاذبه‌های گردشگری در توسعه شهر ایذه 41 57 101132 10.22059/jut.2025.375336.1204 FA حجت الله صادقی گروه جغرافیای طبیعی، دانشکده علوم جغرافیایی و برنامه‌ریزی، دانشگاه اصفهان، اصفهان، ایران علی شمس الدینی گروه شهرسازی و معماری، دانشگاه آزاد اسلامی، واحد شیراز، شیراز، ایران Journal Article 2025 03 26 A B S T R A C T For the planning and effectiveness of tourist attractions in the development of urban areas, identifying and analyzing effective factors in this field is necessary. This research aims to identify and analyze the factors that affect the effectiveness of the tourist attraction Eshkaft Salman in developing Izeh city. This attraction is known as the most important source of tourism planning and development in the vicinity of Izeh city. The research is of qualitative-quantitative type. The statistical population consists of urban and tourism elites. The data collection tools are interviews and questionnaires. The number of 16 people was determined through theoretical saturation and 86 people through the snowball method as the sample size of interviewees and questionnaires. The results showed that the tourism attraction of Eshkaft Salman can be effective in the development of Izeh city and the tourism sector. Among the causal, contextual, intervening, and strategic categories effective in the effectiveness of tourism attraction in the urban development of Izeh, we can respectively refer to the weak infrastructure of the city's tourism, physical and promotional management of tourism, the direction of metropolitan policies and the design of local programs and models. He pointed out the development of Eshkaft Salman attraction. The consequence of these factors is the realization of urban development and tourism in the process of the effectiveness of the tourist attraction of Eshkaft Salman for Izeh city. Examining the quantitative results shows that the most important influencing factors are the establishment of accommodation and leisure services such as hotels and ecotourism, with an average of 4.802, the lack of private sector investment in the development of attraction tourism, with an average of 4.767, and the development and introduction of other tourist attractions in the city, with an average of 4.709 are considered. Overall, the analysis of the results shows that the factors identified in the effectiveness of the attraction of Eshkaft Salman are important for the development of Izeh city. Extended Abstract Introduction For the planning and effectiveness of tourist attractions in the development of urban areas, identifying and analyzing effective factors in this field is necessary. Izeh city in Khuzestan province is in a favorable situation in terms of tourism resources and attractions. The tourist attraction of Eshkaft Salman is one of the most important ones that dates back to the Elamite period. During the last two decades, some measures have been taken to develop the tourist attraction of Eshkaft Salman, but it seems that it was not enough. In general, it can be said that these conditions are related to the lack of management and tourism development approach in this city. The research problem is that the Eshkaft Salman is an important tourist attraction for Izeh city, but there is no influence on the city's development; so how can it play this role, and what factors can be effective in this process and effectiveness? On the one hand, the necessity of the issue is related to the importance of exploitation and development of tourism, and on the other hand, tourism and its resources should have a better position in the management of this city. Proper identification of this problem can help the process of urban development and tourism. As a result, this research aims to identify and analyze the effective factors in the effectiveness of the tourist attraction of Eshkaft Salman in the development of Izeh, so this knowledge can be used to improve the existing situation and use it properly. Methodology This quantitative-qualitative research is a survey study based on descriptive-analytical and in-depth methods. The data collection method has been two forms of documentary-scientific studies, as well as interviews and questionnaires. In order to carry out this research according to the objective, first, an unstructured in-depth interview method based on exploratory study was used to identify primary codes. In this method, data analysis was done using open, central, and selective coding systems, and finally, the categories obtained in the process of constructing the underlying theory (database) were used employing open and central codes (factors). A questionnaire was also used to validate the results. The statistical population is made up of urban and tourism elites. In the first stage, the number of 16 people was determined by using the interview, and in the second stage, 86 people were determined as the sample size through the questionnaire. Results and discussion The results showed that the tourism attraction of Eshkaft Salman is effective in the development of Izeh city through four categories or main factors under the title of causal, contextual, intervening, and strategic categories. According to these results, the most important factors affecting the effectiveness of tourism attractions in the development of Izeh include weak tourism infrastructure, lack of investment, cultural issues, and weak governance. In fact, the lack of a suitable situation in the mentioned indicators causes the tourist attraction of Eshkaft Salman to not be able to play a role in the development of Izeh city. In order to improve the existing conditions and have a favorable future, it is very important to pay attention, modify and develop these factors or categories. Also, in terms of the contextual category, factors such as physical and promotional management of tourism, appropriate social and cultural participation, easy and quality access to the attraction of Eshkaft Salman, as well as holding cultural programs and annual festivals, are known to be very important and influential. The result of the research shows that some of the other influential factors are the factors that belong to the phenomenon in question. The orientation of metropolitan policies and the anonymity and unknownness of Eshkaft Salman’s attraction are two important categories in this field. It seems that the orientation of urban policies is incompatible with tourism, and tourism has not been emphasized in city development plans. Based on the analysis of the results, the design of the program and the local model of the development of the attraction of Eshkaft Salman, the improvement of the city's social capital index, the specialized manpower in the field of urban tourism, the creation of tourism infrastructure and also the branding of the city's tourism, are 5 main strategic categories that are in line with The effectiveness of tourist attraction in the development of the city is known. In total, the results showed that the tourism attraction of Eshkaft Salman can be effective in the development of Izeh and the tourism sector through causal (4 categories), contextual (4 categories), intervening (2 categories), and strategic (5 categories) categories. The number of 263 primary concepts and 45 central factors were extracted using the analysis of interviews. Among the causal, contextual, intervening, and strategic categories effective in the effectiveness of tourism attraction in the urban development of Izeh, we can respectively refer to the weak infrastructure of the city's tourism, physical and promotional management of tourism, the direction of metropolitan policies and the design of local programs and models. The consequence of these factors is the realization of urban development and tourism in the effectiveness of the tourist attraction of Eshkaft Salman for the city of Izeh. Conclusion In general, the result showed that various factors play a role in the effectiveness of Eshkaft Salman tourism attraction in the development of Izeh city. Some of these sources have favorable conditions and some have unfavorable conditions. It is essential to pay attention to, review, and systematically develop the factors involved in enhancing the tourist attractions of this city, including Eshkaft Salman. Following this, we can leverage the development of these attractions in alignment with sustainable urban development. So, it is suggested that the results of this research be used and exploited operationally by the municipality and related institutions. Funding There is no funding support. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. برای برنامه‌ریزی و اثربخشی جاذبه‌های گردشگری در توسعه نقاط شهری، شناسایی و تحلیل عوامل مؤثر در این زمینه یک ضرورت است. هدف این پژوهش شناسایی و تحلیل عوامل مؤثر در اثربخشی جاذبه گردشگری اشکفت سلمان در توسعه شهر ایذه است. این جاذبه به‌عنوان مهم‌ترین منبع برنامه‌ریزی و توسعه گردشگری در مجاورت شهر ایذه شناخته می‌شود. پژوهش از نوع کیفی- کمی است. جامعه آماری را نخبگان حوزه شهری و گردشگری تشکیل داده‌اند. ابزار گردآوری داده‌ها، مصاحبه و پرسش‌نامه است. تعداد 16 نفر از طریق اشباع نظری و 86 نفر از طریق روش گلوله برفی به‌عنوان حجم نمونه مصاحبه‌شونده و پرسشگری تعیین شد. نتایج نشان داد جاذبه گردشگری اشکفت سلمان می‌تواند در توسعه شهر ایذه و بخش گردشگری اثربخش باشد. از جمله مقولات علی، زمینه‌ای، مداخله‌گر و راهبردی مؤثر در اثربخشی جاذبه گردشگری در توسعه شهری ایذه به ترتیب می‌توان به زیرساخت‌های ضعیف گردشگری شهر، مدیریت فیزیکی و تبلیغاتی گردشگری، جهت‌گیری سیاست‌های کلان‌شهری و طراحی برنامه و الگوی بومی از توسعه جاذبه اشکفت سلمان اشاره نمود. پیامد این عوامل، تحقق توسعه شهری و گردشگری در فرآیند اثربخشی جاذبه گردشگری اشکفت‌سلمان برای شهر ایذه است. بررسی نتایج کمی بیانگر آن است که مهم‌ترین عوامل تأثیرگذار به ترتیب ایجاد خدمات اقامتی و تفریحی از نوع هتل و بوم‌گردی با میانگین 802/4؛ کمبود سرمایه‌گذاری بخش خصوصی در توسعه گردشگری جاذبه با میانگین 767/4 و توسعه و معرفی سایر جاذبه‌های گردشگری شهر با میانگین 709/4 محسوب می‌شوند. در مجموع تحلیل نتایج نشان می‌دهد عوامل شناسایی‌شده در اثربخشی جاذبه اشکفت سلمان برای توسعه شهر ایذه مهم هستند.

https://jut.ut.ac.ir/article_101132_454a1f744d8825b4e7af68f768491ffd.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 15 Analyzing the Impact of Value Co-Creation on the Sustainable Development of Urban Tourism, The Mediating Roles of Virtual Reality and Augmented Reality: A case study of Ardabil تحلیل اثر هم‌آفرینی ارزش بر توسعه پایدار گردشگری شهری نقش میانجی واقعیت مجازی و واقعیت افزوده، مطالعه موردی: اردبیل 59 79 103191 10.22059/jut.2025.393487.1286 FA ناصر سیف اللهی گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران میر امیر فروزان گروه مدیریت بازرگانی، دانشکدۀ علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران Journal Article 2025 03 26 A B S T R A C T Urban tourism development has received comparatively less scholarly and practical attention than other forms of tourism. Consequently, there is an increasing need for tourist engagement in the sustainable development of urban tourism, particularly through the integration of emerging technologies. This study aimed to examine the impact of value co-creation on the sustainable development of urban tourism, with virtual reality and augmented reality serving as mediating variables (Case study: Ardabil, Iran). Methodologically, the study is applied in purpose and adopts a descriptive-survey design with a correlational approach. The statistical population comprised tourists visiting the city of Ardabil. Using Cochran’s formula for large populations, a sample of 384 tourists was selected through simple random sampling, and the research questionnaire was distributed accordingly. The validity of the questionnaire was assessed through confirmatory factor analysis, and its reliability was confirmed using Cronbach’s alpha coefficient. Data analysis was conducted using structural equation modeling (SEM) with the aid of SPSS version 26 and SmartPLS version 3. The results revealed that value co-creation had a direct and significant impact on urban tourism (t > 1.96, β = 0.177), virtual reality (t > 1.96, β = 0.563), and augmented reality (t > 1.96, β = 0.429). Additionally, virtual reality significantly influenced urban tourism (t > 1.96, β = 0.659), as did augmented reality (t > 1.96, β = 0.116). Furthermore, both virtual reality (Z > 1.96, β = 0.37) and augmented reality (Z > 1.96, β = 0.05) were found to mediate the relationship between value co-creation and urban tourism. These findings offer practical implications for promoting the sustainable development of urban tourism. Extended Abstract Introduction In light of the growing importance of value co-creation in the tourism industry and the rapid technological advancements in recent years—particularly the emergence of virtual reality (VR) and augmented reality (AR) as influential tools in tourism—it has become essential to investigate the interrelationships among these variables. This need is further emphasized by the limited number of studies that have simultaneously examined value co-creation, VR, and AR within the context of sustainable urban tourism, especially in localized settings such as the city of Ardabil. Accordingly, the primary objective of this study was to analyze the impact of value co-creation on the sustainable development of urban tourism, with VR and AR acting as mediating variables (case study: Ardabil, Iran). The central research question was whether value co-creation, facilitated by VR and AR technologies, can contribute to the sustainable development of urban tourism. Methodology This study is applied in terms of its purpose and employs a descriptive-correlational survey design. The statistical population consisted of all tourists visiting the city of Ardabil. Simple random sampling was employed, and the sample size was determined using Cochran’s formula. Given the large size of the target population, the final sample included 384 respondents. For data collection in the field phase, four standardized questionnaires were utilized: “Value Co-Creation,” “Tourism Development Strategies,” “Application of Virtual Reality,” and “Augmented Reality.” The reliability of the questionnaires was assessed using composite reliability and Cronbach’s alpha, while their validity was confirmed through confirmatory factor analysis (CFA). Data analysis was performed using structural equation modeling (SEM) with a partial least squares (PLS) approach, supported by SPSS version 26 and SmartPLS version 3. Results and Discussion The analysis revealed that the path coefficient for the effect of value co-creation on urban tourism was 0.177. Given the t-value of 4.784, which is statistically significant at the 0.05 level, it can be stated with 95% confidence that value co-creation has a positive and significant impact on urban tourism. Accordingly, value co-creation—particularly through active tourist participation—can contribute to the sustainable development of urban tourism. In line with the dominant logic of service systems, greater tourist involvement in the value co-creation process enhances its contribution to sustainable urban development. The path coefficient for the effect of value co-creation on virtual reality was 0.563, with a t-value of 16.415, indicating statistical significance at the 0.05 level. Thus, value co-creation exerts a positive and significant effect on virtual reality. According to the service-dominant logic, increased user engagement with virtual reality technologies facilitates the identification and resolution of technological shortcomings. The effect of virtual reality on urban tourism yielded a path coefficient of 0.659 and a t-value of 17.564, indicating a strong and statistically significant relationship at the 0.05 level. Accordingly, virtual reality technology can serve as a key enabler of sustainable urban tourism development. Enhancing this technology and using it to effectively showcase urban destinations to potential visitors can further advance sustainable urban tourism. The path coefficient for the impact of value co-creation on augmented reality was 0.429, with a t-value of 9.785, confirming statistical significance at the 0.05 level. Accordingly, value co-creation supports the refinement and more effective deployment of augmented reality technologies. As per service-dominant logic, higher user involvement in augmented reality technologies enables more responsive improvements to address existing limitations. The relationship between augmented reality and urban tourism showed a path coefficient of 0.116 and a t-value of 3.269, indicating a statistically significant positive effect at the 0.05 level. Thus, augmented reality technology can play a pivotal role in fostering sustainable urban tourism. Enhancing this technology and integrating real and virtual imagery to promote urban destinations can contribute meaningfully to sustainable tourism development. The indirect effect of virtual reality on the relationship between value co-creation and urban tourism yielded a path coefficient of 0.37, with a Z-value of 11.67 (Sobel test), indicating significance at the 0.05 level. This confirms that virtual reality functions as a mediating variable in the relationship between value co-creation and urban tourism. Accordingly, the integration of value co-creation processes with virtual reality technologies can promote sustainable urban tourism development. The indirect effect of augmented reality on the value co-creation–urban tourism link produced a path coefficient of 0.05 and a Z-value of 3.06 (Sobel test), statistically significant at the 0.05 level. Thus, augmented reality also serves as a mediating factor in the relationship between value co-creation and urban tourism. Accordingly, value co-creation facilitated through augmented reality technologies can further support the sustainable development of urban tourism. Conclusion Today, advancements in emerging technologies have enhanced the potential for greater tourist participation and engagement in the value co-creation process. In this context, technologies such as virtual reality (VR) and augmented reality (AR) can play a pivotal role. The research findings suggest that value co-creation through VR and AR contributes significantly to the sustainable development of urban tourism. In conclusion, enhancing tourist participation in the sustainable development of urban tourism through VR and AR technologies is now feasible and has already made a notable impact in this domain Funding This article is derived from a research project that was implemented with the financial support of the research and technology department of University of Mohaghegh Ardabili. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of Interest Authors declared no conflict of interest. Acknowledgments The authors thanks and appreciates all those who helped in this research, especially those who evaluated the quality of the articles. توسعۀ گردشگری شهری، کم‌تر از توسعۀ انواع دیگر گردشگری موردتوجه بوده است. بنابراین، ضرورت مشارکت گردشگران در مسیر توسعۀ پایدار گردشگری شهری، به‌ویژه با به‌کارگیری فناوری‌های نوین، احساس شد. هدف از پژوهش حاضر، تحلیل اثر هم‌آفرینی ارزش بر توسعۀ پایدار گردشگری شهری با نقش میانجی واقعیت مجازی و واقعیت افزوده (مطالعۀ موردی: شهر اردبیل) بود. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت روش، توصیفی-پیمایشی از نوع همبستگی بود. جامعۀ آماری، گردشگران شهر اردبیل بود که طبق فرمول کوکران برای جامعۀ آماری بزرگ، تعداد 384 نفر به‌عنوان نمونه انتخاب شد که انتخاب این افراد با روش تصادفی ساده صورت گرفت و پرسشنامۀ پژوهش در بین آن‌ها توزیع گردید. روایی پرسشنامه به‌وسیلۀ تحلیل عاملی تأییدی و پایایی با روش آلفای کرونباخ بررسی و تأیید شد. تحلیل داده‌ها با روش مدل‌سازی معادلات ساختاری و با کمک نرم‌افزارهای SPSS 26 و Smart-PLS 3 انجام شد. نتایج نشان داد که هم‌آفرینی ارزش بر گردشگری شهری (96/1t>، 177/0= β)، هم‌آفرینی ارزش بر واقعیت مجازی (96/1 t > ، 563/0= β)، واقعیت مجازی بر گردشگری شهری (96/1 t > ، 659/0= β)، هم‌آفرینی ارزش بر واقعیت افزوده (96/1 t > ، 429/0= β) و واقعیت افزوده بر گردشگری شهری (96/1 t > ، 116/0= β) به‌طور مستقیم و معناداری تأثیر دارد. هم‌چنین، واقعیت مجازی (96/1 Z > ، 37/0= β) و واقعیت افزوده (96/1 Z > ، 05/0= β) در رابطۀ هم‌آفرینی ارزش و گردشگری شهری نقش میانجی دارند. نتایج این پژوهش می‌تواند به توسعۀ پایدار گردشگری شهری کمک کند.

https://jut.ut.ac.ir/article_103191_544b4d3a0ca99b2f3311d36a022d6ec8.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 17 Analyzing Domestic Tourists’ Perception of the Multisensory Landscape of Yazd with an Emphasis on the Five Senses تحلیل ادراک گردشگران داخلی از منظر چند حسی شهر یزد با تأکید بر حواس پنج‌گانه 81 98 103387 10.22059/jut.2025.392115.1273 FA ندا زرندیان گروه جغرافیای انسانی و برنامه ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران گیتا اشقلی فراهانی گروه جغرافیای انسانی و برنامه‌ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران Journal Article 2025 03 28 A B S T R A C T This study aimed to examine and analyze tourists’ experiences in Yazd through the lens of the five senses and assess how each sensory dimension contributes to their overall perception of the city’s sensory landscape. As an applied study within the descriptive-analytical paradigm, this research adopted a quantitative survey method. Data were collected using a researcher-designed questionnaire, which was validated by experts and demonstrated high internal consistency (Cronbach’s α = 0.94). The study sample consisted of 140 domestic tourists who visited Yazd between March 21, 2024, and February 19, 2025. Participants were selected using simple random sampling. The data were analyzed using structural equation modeling via the PLS-SEM technique to explore the relationships between sensory dimensions and the perceived sensory landscapes. The results indicated that among the five sensory variables, vision was the only one not significantly related to the sensory landscape of Yazd (t = 0.144, β = -0.009), leading to the rejection of the hypothesis. In contrast, the remaining four senses—auditory, gustatory, tactile, and olfactory—showed significant positive relationships with the sensory landscape. The strongest influence was attributed to touch (t = 7.201, β = 0.360), followed by hearing (t = 6.107, β = 0.328) and taste (t = 5.936, β = 0.286), whereas smell (t = 3.807, β = 0.194) had a weaker yet significant impact. All factor loadings exceeded the minimum acceptable threshold of 0.4, confirming the convergent validity. The Average Variance Extracted (AVE) for all constructs was above 0.5, indicating strong correlations between the indicators and their respective constructs. Moreover, both Cronbach’s alpha and composite reliability values surpassed the 0.7 benchmark, confirming the adequate internal reliability of the measurement model. Finally, the calculated goodness-of-fit (GOF) value of 0.673 indicated a strong overall model fit. Extended Abstract Introduction In today’s competitive landscape, every tourism destination must create a distinctive identity to sustain its position in the market. However, differentiation is often challenging for destinations that operate in similar markets or environments. The formation of a destination’s identity in tourists’ minds largely depends on memorable experiences, in which sensory perception becomes a crucial factor in distinguishing the destination (Kah et al., 2023). Sensory perception, including sight, hearing, smell, taste, and touch, significantly influences tourists’ experiences, decision-making, and overall satisfaction (Chechi et al., 2021). Environmental elements, such as lighting and spatial design, also affect tourists' moods and behaviors, particularly in urban and cultural destinations (Kozak, 2019). Culture, history, and social context further enrich sensory experiences, especially in international tourism, where cultural contrasts diversify perceptions of the destination. A sensory landscape integrates environmental perception—how the surroundings are interpreted through the senses—with multisensory experiences to offer a deeper engagement with place (Gibson, 1979; Pallasmaa, 2024). In urban settings, this sensory richness enhances emotional attachment through memories linked to the physical environment (Sarmadi et al., 2020). In tourism, the sensory landscape represents a specific mode of environmental perception that elevates the human experience by engaging the senses and offering a distinct quality to destinations. This study focuses on the sense of place within the context of tourism’s sensory landscape, a concept widely explored in Iranian. Despite existing research, gaps remain in the exploration of sensory landscapes within historically and culturally rich environments such as Yazd, Iran. With its ancient adobe architecture, labyrinthine alleys, tall windcatchers, and cultural heritage, Yazd offers a fully multisensory experience—from the sound of coppersmiths’ hammers and the aroma of fresh bread to the taste of local dishes and the tactile feel of traditional textiles. This study investigates Yazd’s multisensory landscape from the perspective of domestic tourists and analyzes how sensory dimensions shape the city’s tourism identity. Methodology This applied, descriptive-analytical study examined Yazd’s multisensory landscape through the eyes of its visitors and provided recommendations for enhancement. A quantitative survey was conducted using a researcher-designed, self-administered questionnaire. The instrument consisted of two parts: five demographic questions and 33 items measuring the sensory landscape using a five-point Likert scale (ranging from very positive to very negative). The questionnaire’s face validity was confirmed by experts, and its reliability was established using Cronbach’s alpha, indicating strong internal consistency across all 38 items. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The target population included tourists who visited Yazd. A simple random sample of 140 respondents was selected, exceeding the recommended minimum of 100 participants (Barclay et al. 1995; Hafeznia 2008). The sample was statistically validated using the gamma exponential method (80% power, effect size 0.15) via G*Power software. The research proposed one main hypothesis: "There is a significant positive relationship between sensory dimensions (sight, sound, taste, touch, smell) and the sensory landscape of Yazd," along with five sub-hypotheses, each corresponding to one sensory dimension. Results and discussion Demographic data showed diversity among respondents: 60.84% female and 39.16% male; 31.47% married and 68.53% single; aged 15 to 65, with a majority aged 15–45; and educational backgrounds ranging from high school diplomas (12.56%) to PhDs (26.57%). Inferential analysis using PLS-SEM revealed a non-normal distribution of the data (skewness and kurtosis), which did not critically affect the SEM results. The measurement model confirmed internal reliability (Cronbach’s alpha and composite reliability > 0.7), convergent validity (AVE > 0.4), and discriminant validity via the Fornell-Larcker criterion after removing one problematic visual item (Q6-10) from the model. The structural model fit was strong (R² = 0.792, Q² = 0.387, GOF = 0.673). The main hypothesis was supported, confirming a significant positive relationship between the sensory dimensions and Yazd’s sensory landscape. However, the sub-hypotheses yielded varying outcomes. Sight: Rejected (t = 0.144, β = -0.009), indicating no significant effect from visual elements (e.g., architecture), possibly due to the dominance of other senses or unmet expectations, contrary to prior studies (Buzova et al., 2020). Hearing: Supported (t = 6.107, β = 0.328), consistent with research on soundscapes in tourism (Qiu et al. 2018). Taste: Supported (t = 5.936, β = 0.286), aligning with culinary tourism findings (Kim & Eves, 2012). Touch: Strongest effect (t = 7.201, β = 0.360), supporting the role of tactile engagement (Agapito et al., 2017). Smell: Supported (t = 3.807, β = 0.194), affirming the importance of olfactory memory in experience creation. Although visual perception had no significant impact, the dominance of the other four senses underscores the critical role of multisensory landscapes in shaping tourists’ perceptions and Yazd’s competitive advantage in tourism. Conclusion This study confirms that Yazd’s sensory landscape—shaped primarily by auditory, gustatory, tactile, and olfactory elements—meaningfully enhances the tourist experience, distinguishing the city as a culturally and historically unique destination. The lack of visual influence, although noteworthy, is a minor limitation in light of Yazd’s strong multisensory appeal. Preserving authentic sensory stimuli, such as the sounds of coppersmiths, flavors of local cuisine, textures of handicrafts, and smells of fresh bread, amidst modernization is vital. Recommendations include strengthening the city’s soundscape, promoting food tourism, encouraging tactile interactions, enriching olfactory elements, and reevaluating visual features to maintain Yazd’s authenticity and sustainability as a global heritage destination. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of this article. All authors approved the content of the manuscript and agreed on all aspects of the work. Declaration of competing interests: None. Conflict of Interest The authors declare no conflicts of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. پژوهش حاضر باهدف بررسی و تحلیل تجربیات گردشگران شهر یزد بر اساس ابعاد پنج‌گانه حسی و ارزیابی تأثیر این ابعاد بر ادراک کلی آن‌ها از منظر شهر یزد انجام شد. این مطالعه، به‌عنوان پژوهشی کاربردی در گروه تحقیقات توصیفی - تحلیلی، به‌صورت کمی و با روش پیمایشی اجرا شد. ابزار گردآوری داده‌ها، پرسش‌نامه محقق ساخته‌ای بود که روایی صوری آن توسط کارشناسان تأیید و پایایی آن با ضریب آلفای کرونباخ (94/0) احراز شد. داده‌ها با استفاده از نرم‌افزار تحلیل معادلات ساختاری (PLS-SEM) برای بررسی روابط بین ابعاد حسی و منظر چند حسی تحلیل شدند. نتایج آزمون فرضیه‌ها نشان داد که از میان متغیرهای حسی، بینایی تنها متغیری است که رابطه معناداری با منظر حسی شهر ندارد (t=0.144, β=-0.009)؛ بنابراین فرضیه مربوط به آن رد شد. در مقابل، چهار متغیر دیگر (شنوایی، چشایی، لامسه و بویایی) دارای رابطه مثبت و معناداری با «منظر حسی یزد» بودند. بیشترین تأثیر مربوط به حس لامسه (t=7.201, β=0/360) و سپس شنوایی (t=6.107, β=0.328) و چشایی (t=5.936, β=0.286) است، درحالی‌که تأثیر حس بویایی (t=3.807, β=0.194) ضعیف‌تر اما همچنان معنادار است. همچنین، تمامی ضرایب بار عاملی شاخص‌ها بالاتر از حد مجاز 4/0 قرار داشتند و روایی همگرایی مناسبی را نشان دادند. میانگین واریانس استخراجی (AVE) برای تمامی متغیرها بالاتر از 0.5 بود که نشان‌دهنده همبستگی قوی بین شاخص‌ها و سازه‌های مربوطه است. مقادیر آلفای کرونباخ و پایایی ترکیبی نیز بالاتر از 7/0 بود که پایایی داخلی مناسب مدل اندازه‌گیری را تأیید می‌کند. درنهایت، مقدار GOF محاسبه‌شده (673/0) بیانگر برازش قوی کلی مدل است.

https://jut.ut.ac.ir/article_103387_d4333d07b9ee7c050a63d19021d0ae8c.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 19 Analysis of Factors Affecting Competitiveness in Urban Tourism Destinations: Tehran Metropolis تحلیل عوامل مؤثر بر رقابت‌پذیری در مقاصد گردشگری شهری مطالعه موردی: کلان‌شهر تهران 99 117 103419 10.22059/jut.2025.387212.1250 FA فریبا خداقلی گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران عبداله نظری گروه مدیریت، واحد ابهر، دانشگاه آزاد اسلامی، ابهر، ایران سید مهدی معافی مدنی گروه مدیریت، واحد هیدج، دانشگاه آزاد اسلامی، هیدج، ایران محمود صمدی گروه مدیریت، موسسه آموزش عالی تاکستان، قزوین، ایران Journal Article 2025 03 30 A B S T R A C T The competitiveness of urban tourism destinations is a determining factor for attracting tourists to use the benefits of tourism. In this study, an attempt was made to analyze and examine the factors affecting competitiveness in tourist destinations in Tehran. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of this study is tourists entering Tehran. In order to determine the sample size, due to the lack of a statistical population, the Cochran formula for an unlimited population was used, 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 performed using SPSS and LISREL software with descriptive statistics and structural equation modeling. The findings showed that destination creativity has a significant effect on tourism competitiveness in Tehran, and destination marketing has a significant effect on the competitiveness of tourist destinations in Tehran. Another result of this study is that the mental image of the destination has a significant impact on the competitiveness of tourism destinations in Tehran. Among the variables considered in terms of impact, the mental image variable ranks first, destination creativity ranks second, and marketing ranks third. Extended Abstract Introduction Despite having many capacities in the field of tourism, Tehran has unfortunately not yet been able to achieve its real status and reputation in this field, and despite the international index of the abundance of cultural and natural attractions, the status of tourism in Tehran has not changed in recent years. Naturally, in every country, metropolitan cities, due to their different potentials, are responsible for a large part of attracting domestic and foreign tourists and providing them with services, whether they are tourist destinations or not, and in a way, most of the income from tourism and its added value is obtained in metropolitan cities; but sometimes, like the metropolis of Tehran, these metropolitan cities cannot attract tourists in proportion to their existing potentials and perform well against their competitors; even if they have higher potentials, this is also reflected at the country level. Thus, it is necessary to examine the factors affecting the competitiveness of tourism in these centers so that appropriate decisions can be made based on the output for the optimal use of this profitable, clean, and low-cost industry. Therefore, Tehran tourism requires comprehensive and appropriate planning in its tourism destinations in order to provide a basis for its competitiveness. By understanding the above, this research has been formulated to respond to the following hypotheses: The first hypothesis is that destination creativity has a significant impact on the competitiveness of tourism in Tehran. The second hypothesis is that destination marketing has a significant impact on the competitiveness of tourism destinations in Tehran. The third hypothesis: The mental image of the destination has a significant impact on the competitiveness of tourism destinations in Tehran. Methodology The present study is applied in terms of purpose and descriptive-analytical in terms of method. Library and field methods were used to collect data. The statistical population of this study was tourists entering Tehran, and the sample size was estimated to be 384 people using the Cochran formula. The sampling method was simple random sampling. A questionnaire was used to collect field data. This study used structural equation modeling to respond to the hypotheses and analyze the data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and the composite reliability coefficient (CR). The value of Cronbach's alpha and composite reliability coefficient for each variable is between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of the Cronbach's alpha and composite reliability value confirm the appropriate reliability of the questionnaire used. The validity of the questionnaire was also confirmed in two stages as face validity and implicit validity, through obtaining opinions from professors and experts, and divergent validity was confirmed by calculating the average variance extracted (AVE) index. Results and discussion The findings of this study showed that the creativity of tourist destinations has a significant effect on the competitiveness of tourist destinations, with a path coefficient of 0.23. In explaining the findings of this study, it can be stated that creativity refers to the fact that tourists in tourist destinations not only cause the city to be exposed to attention by their physical presence and by exposing cultural heritage but also by consuming local cultural products and local events and, on the side, by observing the city, exploiting the services provided, engineering communications, education and training systems, and transportation systems can be perceived as a source of inspiration; of course, if tourists convey what they have seen to those around them. Concerning destination marketing has a significant effect on the competitiveness of tourist destinations in Tehran. The results confirmed it in such a way that the path coefficient obtained is equal to a positive 0.20. In explaining the results of this section, it can be stated that among the factors that can develop and improve the country's tourism industry is the use of effective marketing tools and parameters. In this regard, tourism marketing is critical because if we consider marketing to be a management process, all planning activities for preparing tourism products and attracting tourists require marketing operations and activities. In relation to the third hypothesis of the study, the mental image of the destination has a significant impact on the competitiveness of tourism destinations in Tehran. The results of its confirmation were that the path coefficient obtained was equal to 0.45. In explaining the results of this hypothesis, it can be stated that the mental image of the tourist destination plays a key role in choosing a tourist destination, the decision-making process, and the activities of interest to tourists in the destination. On the other hand, some authors state that marketing the mental image of the tourist destination is the starting point of successful tourism marketing. Conclusion Tehran is one of the metropolises with many capabilities for developing urban tourism due to its diverse tourist attractions and can become one of the main tourist destinations. However, these attractions alone cannot guarantee the success of Tehran's urban tourism industry, and appropriate management programs must be implemented for its development, including increasing the city's competitiveness compared to other tourism destinations. Obviously, various factors affect the competitiveness of urban tourism destinations, and they must be identified. Therefore, this study analyzed the factors affecting competitiveness in urban tourism destinations in Tehran. The results of this study showed that the competitiveness of tourism in Tehran is influenced by various factors such as destination creativity, marketing, and the mental image of the tourism destination. Among the identified factors, the mental image factor has the most significant impact on making the tourism destinations of the Tehran metropolis competitive. After the mental image factor, the creativity variable of tourism destinations had the most significant impact on the competitiveness of the tourism destinations of the Tehran metropolis. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of this article. All authors approved the content of the manuscript and agreed on all aspects of the work. Declaration of competing interests: None. Conflict of Interest The authors declare no conflicts of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. رقابت‌پذیری مقاصد گردشگری شهری، عاملی تعیین‌کننده برای جذب گردشگر در راستای استفاده از منافع حاصل از گردشگری است. در این تحقیق تلاش شد عوامل مؤثر بررقابت‌پذیری در مقاصد گردشگری شهر تهران مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق گردشگران ورودی به شهر تهران است. 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 محاسبه شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS و لیزرل با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌ها نشان داد که خلاقیت مقاصد تأثیر معنی‌دار بر رقابت‌پذیری گردشگری در شهر تهران دارد؛ و بازاریابی مقصد تأثیر معنی‌دار بر رقابت‌پذیری مقاصد گردشگری در شهر تهران دارد. از دیگر نتایج این پژوهش این است که تصویر ذهنی مقصد تأثیر معنی‌دار بر رقابت‌پذیری مقاصد گردشگری در شهر تهران دارد از بین متغیرهای موردنظر از نظر تأثیرگذاری متغیر تصویر ذهنی در رتبه اول، خلاقیت مقاصد رتبه دوم و بازاریابی در رتبه سوم قرارگرفته است.

https://jut.ut.ac.ir/article_103419_4874a4a7d471ccbfb015573b398ea943.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 12 2 2025 08 19 Explaining the Influence of Marketing Components on the Development of Cultural Tourism: A case study of Tehran City تبیین اثر مؤلفه‌های بازاریابی تأثیرگذار بر توسعه گردشگری فرهنگی مطالعه موردی: شهر تهران 119 138 103420 10.22059/jut.2025.389357.1261 FA ابوالقاسم آسایش گروه مدیریت، واحد قزوین ، دانشگاه آزاد اسلامی ، قزوین ، ایران حمیدرضا سعیدنیا گروه مدیریت، واحد تهران شمال ، دانشگاه آزاد اسلامی ، تهران ، ایران سجاد خانی پردنجانی دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران محمد مهدی لطیفی دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران Journal Article 2025 03 30 Extended Abstract Introduction Tehran has historically held a prominent role in civilizational exchanges due to its economic, cultural, and political significance, as well as its unique geographic location. The city is rich in cultural and tourism assets, exemplified by its numerous historical monuments, involvement in significant cultural and historical events, local rituals and traditions, the deep-rooted lifestyle of its residents, literary and scientific heritage, and a variety of cultural and institutional infrastructures. Recognizing the importance of Tehran’s social and cultural structures in development planning, as a tourism destination, and implementing effective tourism development strategies can stimulate economic, social, and cultural growth and revitalize the city's urban space. In this context, the central research question of this study is: To what extent do components of influencer marketing affect the development of cultural tourism? To answer this question, the study tested four main hypotheses: Content attractiveness positively influences the development of cultural tourism. Sharing personal experiences positively influences the development of cultural tourism. Building trust positively influences the development of cultural tourism. Professional background positively influences the development of cultural tourism. Methodology This study is applied in nature and employs a descriptive-analytical methodology. The statistical population comprised incoming tourists to the city of Tehran. Given the absence of precise data on the number of incoming tourists, Cochran's formula for an infinite population was used to estimate the sample size, which was calculated to be 384 respondents. A simple random sampling technique was employed. Data were collected through a structured questionnaire. The reliability of the questionnaire was assessed using Cronbach’s alpha and the composite reliability coefficient (CR). Cronbach’s alpha and the composite reliability coefficient range from zero to one for each variable, and values exceeding 0.7 indicate acceptable reliability. The results of Cronbach’s alpha and the composite reliability analysis confirmed the satisfactory reliability of the questionnaire. Results and Discussion The analysis of the research hypotheses revealed that content attractiveness, an element of influential marketing, significantly contributes to the development of cultural tourism, with a path coefficient of 0.256. Specifically, content attractiveness accounts for 6.5% of the variance in the dependent variable, i.e., cultural tourism development. This finding suggests that providing engaging, relevant, and high-quality content aligned with tourists' preferences plays a critical role in persuading them to visit cultural tourism destinations. The hypothesis concerning the impact of experience-sharing, another influential marketing component, on cultural tourism development was also supported by the findings. With a path coefficient of 0.231, experience-sharing explains approximately 5.3% of the variance in cultural tourism development. This result reflects the widely held view that experience-sharing is more impactful in marketing services, such as tourism, than in promoting tangible goods. This can be attributed to the intangible and experiential nature of services. The results also confirmed the hypothesis that enhancing trust, a key component of effective marketing, positively influences cultural tourism development. With a path coefficient of 0.244, trust enhancement accounts for 5.9% of the variance in the dependent variable. Trust serves as a foundational prerequisite for strengthening several key marketing outcomes, such as tourist loyalty, travel intention, destination attachment, and repeat visitation. As destination choices for tourists continue to expand, leveraging trust as a strategic asset becomes increasingly decisive in attracting visitors. Finally, the findings confirmed the positive effect of marketers’ professional background, another facet of effective marketing, on cultural tourism development. This variable, with a path coefficient of 0.221, explains 4.8% of the variance in the dependent variable. This suggests that individuals with strong professional backgrounds who serve as cultural tourism marketers are more likely to capture public attention, as their credibility and expertise encourage greater audience engagement with their promotional content. Conclusion Influencer marketing, particularly when carried out by individuals active in the tourism sector, serves as a powerful instrument for the promotion and development of cultural tourism. When effective strategies are employed in this domain, cultural experiences can be rendered more appealing to a broader audience, while also yielding considerable economic and social benefits. The findings of this study reveal that key components of influencer marketing, including content attractiveness, experience sharing, trust enhancement, and professional background, exert a positive and statistically significant influence on the development of cultural tourism. Among these components, content attractiveness demonstrated the greatest impact, with a path coefficient of 0.256. Based on the results, it can be concluded that influencer marketing plays a pivotal role in advancing cultural tourism, as the persuasive power of popular and recognizable individuals (influencers) helps attract larger audiences to cultural destinations. Influencers contribute to destination awareness by sharing engaging content related to historical landmarks, local traditions, and cultural festivals. Their visual content, such as images and videos, often garners greater attention than conventional forms of advertising. Influencers often enjoy a high degree of trust due to the perceived authenticity and intimacy of their relationships with followers. When influencers endorse cultural destinations, potential tourists are more likely to perceive them as valuable and worth experiencing. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of this article. All authors approved the content of the manuscript and agreed on all aspects of the work. Declaration of competing interests: None. Conflict of Interest The authors declare no conflicts of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. A B S T R A C T The cultural values Urban historical associated with these sites can play a pivotal role in heritage preservation and in fostering investment through cultural tourism. Accordingly, this study aims to investigate the influence of key marketing components on the development of cultural tourism. Methodologically, the study is descriptive-analytical and applied in its objectives. The target population comprised inbound tourists visiting Tehran. Given the absence of accurate data on the number of incoming tourists, the Cochran formula for an infinite population was applied, yielding a sample size of 384 respondents. Instrument validity was assessed through confirmatory factor analysis, while reliability was measured using Cronbach’s alpha coefficient. Data were analyzed using SPSS and SmartPLS software through descriptive statistics and structural equation modeling (SEM). The findings indicate that components of effective marketing, including content attractiveness, experience sharing, trust-building, and professional reputation, exert a positive and statistically significant influence on the development of cultural tourism. Based on these findings, it is recommended that cultural tourism policymakers and planners in Tehran prioritize strategic marketing, particularly influencer and content-driven approaches, to enhance tourist attraction and capitalize on the socio-economic benefits of tourism development. Extended Abstract Introduction Tehran has historically held a prominent role in civilizational exchanges due to its economic, cultural, and political significance, as well as its unique geographic location. The city is rich in cultural and tourism assets, exemplified by its numerous historical monuments, involvement in significant cultural and historical events, local rituals and traditions, the deep-rooted lifestyle of its residents, literary and scientific heritage, and a variety of cultural and institutional infrastructures. Recognizing the importance of Tehran’s social and cultural structures in development planning, as a tourism destination, and implementing effective tourism development strategies can stimulate economic, social, and cultural growth and revitalize the city's urban space. In this context, the central research question of this study is: To what extent do components of influencer marketing affect the development of cultural tourism? To answer this question, the study tested four main hypotheses: Content attractiveness positively influences the development of cultural tourism. Sharing personal experiences positively influences the development of cultural tourism. Building trust positively influences the development of cultural tourism. Professional background positively influences the development of cultural tourism. Methodology This study is applied in nature and employs a descriptive-analytical methodology. The statistical population comprised incoming tourists to the city of Tehran. Given the absence of precise data on the number of incoming tourists, Cochran's formula for an infinite population was used to estimate the sample size, which was calculated to be 384 respondents. A simple random sampling technique was employed. Data were collected through a structured questionnaire. The reliability of the questionnaire was assessed using Cronbach’s alpha and the composite reliability coefficient (CR). Cronbach’s alpha and the composite reliability coefficient range from zero to one for each variable, and values exceeding 0.7 indicate acceptable reliability. The results of Cronbach’s alpha and the composite reliability analysis confirmed the satisfactory reliability of the questionnaire. Results and Discussion The analysis of the research hypotheses revealed that content attractiveness, an element of influential marketing, significantly contributes to the development of cultural tourism, with a path coefficient of 0.256. Specifically, content attractiveness accounts for 6.5% of the variance in the dependent variable, i.e., cultural tourism development. This finding suggests that providing engaging, relevant, and high-quality content aligned with tourists' preferences plays a critical role in persuading them to visit cultural tourism destinations. The hypothesis concerning the impact of experience-sharing, another influential marketing component, on cultural tourism development was also supported by the findings. With a path coefficient of 0.231, experience-sharing explains approximately 5.3% of the variance in cultural tourism development. This result reflects the widely held view that experience-sharing is more impactful in marketing services, such as tourism, than in promoting tangible goods. This can be attributed to the intangible and experiential nature of services. The results also confirmed the hypothesis that enhancing trust, a key component of effective marketing, positively influences cultural tourism development. With a path coefficient of 0.244, trust enhancement accounts for 5.9% of the variance in the dependent variable. Trust serves as a foundational prerequisite for strengthening several key marketing outcomes, such as tourist loyalty, travel intention, destination attachment, and repeat visitation. As destination choices for tourists continue to expand, leveraging trust as a strategic asset becomes increasingly decisive in attracting visitors. Finally, the findings confirmed the positive effect of marketers’ professional background, another facet of effective marketing, on cultural tourism development. This variable, with a path coefficient of 0.221, explains 4.8% of the variance in the dependent variable. This suggests that individuals with strong professional backgrounds who serve as cultural tourism marketers are more likely to capture public attention, as their credibility and expertise encourage greater audience engagement with their promotional content. Conclusion Influencer marketing, particularly when carried out by individuals active in the tourism sector, serves as a powerful instrument for the promotion and development of cultural tourism. When effective strategies are employed in this domain, cultural experiences can be rendered more appealing to a broader audience, while also yielding considerable economic and social benefits. The findings of this study reveal that key components of influencer marketing, including content attractiveness, experience sharing, trust enhancement, and professional background, exert a positive and statistically significant influence on the development of cultural tourism. Among these components, content attractiveness demonstrated the greatest impact, with a path coefficient of 0.256. Based on the results, it can be concluded that influencer marketing plays a pivotal role in advancing cultural tourism, as the persuasive power of popular and recognizable individuals (influencers) helps attract larger audiences to cultural destinations. Influencers contribute to destination awareness by sharing engaging content related to historical landmarks, local traditions, and cultural festivals. Their visual content, such as images and videos, often garners greater attention than conventional forms of advertising. Influencers often enjoy a high degree of trust due to the perceived authenticity and intimacy of their relationships with followers. When influencers endorse cultural destinations, potential tourists are more likely to perceive them as valuable and worth experiencing. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of this article. All authors approved the content of the manuscript and agreed on all aspects of the work. Declaration of competing interests: None. Conflict of Interest The authors declare no conflicts of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. مجموعه‌های تاریخی شهرها به‌عنوان مکانی واجد ارزش‌های میراث فرهنگی، نمود هویت، تاریخ، اندیشه‌ها و نوع نگرش مردم در ادوار مختلف تاریخی می‌باشند. ارزش‌های منسوب به آن‌ها می‌توانند نقش عمده‌ای در جهت حفاظت و سرمایه‌گذاری در قالب گردشگری فرهنگی ایفا نمایند. بر این اساس هدف مطالعه حاضر تبیین تأثیر مؤلفه‌های بازاریابی تأثیرگذار بر توسعه گردشگری فرهنگی است. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری پژوهش را گردشگران ورودی به شهر تهران تشکیل می‌داد، به علت نبود آمار دقیق تعداد گردشگران ورودی به‌منظور تعیین حجم نمونه از فرمول کوکران برای جامعه نامحدود استفاده شد 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 SMART PLS با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌های تحقیق حاضر نشان داد که مؤلفه‌های بازاریابی تأثیرگذار یعنی جذابیت محتوا، بیان تجارب، تقویت اعتماد و سوابق حرفه‌ای بر توسعه گردشگری فرهنگی تأثیر مثبت و معناداری دارد از بین مؤلفه‌ها، مؤلفه جذابیت محتوا با ضریب مسیر 256/0 دارای بیشترین تأثیر بوده است. بر اساس یافته‌های حاصل از این پژوهش می‌توان این‌گونه نتیجه‌گیری کرد که سیاست‌گذاران و برنامه‌ریزان حوزه گردشگری فرهنگی شهر تهران لازم است که در حوزه بازاریابی و مخصوصاً بازاریابی تأثیرگذار حوزه گردشگری فرهنگی برنامه‌ریزی داشته باشند تا از این طریق زمینه برای جذب گردشگر و بهره‌مندی از منافع حاصل از توسعه گردشگری فراهم گردد.

https://jut.ut.ac.ir/article_103420_f673e9e4d43ac4edb1811b26311d9398.pdf