Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 09 Investigating the Effective Indicators on the Sustainable Development of Tourism in Choosing a Health Tourism Destination: A case study of Yazd Province Investigating the Effective Indicators on the Sustainable Development of Tourism in Choosing a Health Tourism Destination: A case study of Yazd Province 1 12 106072 10.22059/jut.2026.394044.1290 FA Mohammad Reza Rezvani Department of Human Geograohy and Planning, Faculty of Geography, University of Tehran, Tehran, Iran 0000-0003-0830-3666 Mahdieh Zahmatkesh Saredorahi Department of Tourism Management, Faculty of Tourism Sciences, University of Science and Culture, Tehran, Iran 0000-0002-9734-8411 Hojjat Zahmatkesh Saredorahi Department of Business Administration, Faculty of Humanities, University of Science and Arts, Yazd, Iran Journal Article 2025 11 29 A B S T R A C T Health tourism has witnessed substantial growth in recent decades. In this context, selecting the appropriate health tourism destination plays a crucial role in ensuring the success and sustainability of this sector. Yazd province, with its rich array of natural and therapeutic attractions, holds significant potential to emerge as a sustainable health tourism destination. Identifying and analyzing the factors influencing the sustainable development of this industry can make a valuable contribution to the planning and management of health tourism in Yazd. This study aims to investigate these factors and offer strategies for the sustainable development of health tourism in Yazd province. This research follows a descriptive survey design. The sample consisted of 78 health tourists from Yazd province, selected through a purposive, non-random sampling method. Data and scenarios were analyzed using fuzzy cognitive mapping, and the research model was developed using social network analysis. Several factors were identified as significant, with the quality of health services, increasing the destination’s carrying capacity, and policy-making and strategic planning emerging as the most pivotal, respectively, due to their centrality. Senari-Vasazi argued that sustainable development necessitates a simultaneous and balanced focus on all three key factors; neglecting any one, even in the presence of the other two, can result in negative repercussions for other indicators. The findings highlight the importance of continuous monitoring of service quality, investment in infrastructure and capacity-building, and the development of integrated strategic planning for ensuring the long-term sustainability of Yazd's health tourism industry. Extended Abstract Introduction Health tourism, as one of the most value-creating and rapidly growing segments of the global tourism industry, has undergone a remarkable transformation in the last two decades. This exponential growth results from a combination of numerous factors, including increased public knowledge and awareness regarding health, significant achievements in diagnostic and therapeutic technologies, and a substantial cost gap in providing medical services between developed and developing countries. Relying on its rich historical-cultural heritage, unique natural attractions (such as its desert and UNESCO-registered historical texture), and relatively developed medical infrastructure, Yazd Province possesses exceptional potential for positioning itself on the competitive regional map of health tourism. However, transforming this potential into a sustainable competitive advantage necessitates moving beyond short-term approaches and adopting a systematic and program-oriented perspective. The sustainable development of this industry is a multi-dimensional concept achievable only by simultaneously considering economic (e.g., job creation and revenue generation), socio-cultural (e.g., preserving local identity and fostering constructive interaction), and environmental (e.g., resource and waste management) components. Therefore, identifying the key indicators influencing the choice of Yazd Province as a health tourism destination from the tourists' perspective and analyzing the complex relationships between these indicators is the first and essential step in designing any strategic plan. This study was designed and conducted to fill the research gap in this field and to provide a localized model based on the realities of Yazd Province, thereby establishing a solid scientific foundation for policymakers, planners, and investors in this domain. Methodology In terms of paradigm, this study falls under mixed-methods research, where qualitative and quantitative data collection and analysis were conducted sequentially to complete and deepen the findings. The research design is descriptive-survey. The study population was defined in two distinct layers: 1) The expert community: consisting of 15 university professors with publications in tourism and healthcare service management, managers of private and public medical centers active in attracting health tourists, and experts from the Provincial Cultural Heritage and Tourism Organization, selected through purposive sampling based on the criterion of theoretical saturation. 2) The health tourist community: included 78 non-local visitors to selected medical centers in Yazd Province over a six-month period, chosen via convenience sampling while maximizing demographic diversity (age, gender, education, country of origin). The research implementation process was designed in four main steps: In the first step (exploratory studies), a preliminary framework consisting of 20 potential indicators was extracted through a systematic review of theoretical literature and domestic and international research background. In the second step (tool design and refinement), this framework was presented to experts in two rounds of a fuzzy Delphi process. In the first round, an open-ended questionnaire was used to evaluate the relevance and clarity of the indicators and to suggest adding or removing factors. In the second round, a closed questionnaire with a fuzzy Likert scale was distributed to reach a final consensus. After analyzing the opinions and removing indicators with low agreement coefficients, 16 final indicators were confirmed. In the third step (quantitative data collection), a matrix questionnaire was designed, asking respondents (experts) to determine the degree of influence of each of the 16 indicators on the others on a numerical scale from -1 (complete negative influence) to +1 (complete positive influence). This questionnaire was completed individually for each expert. In the fourth step (data analysis), two methods—Social Network Analysis (SNA) and Fuzzy Cognitive Mapping (FCM)—were employed using specialized software UCINET6 and FCMapper. First, an aggregated matrix of all experts' opinions was created and defuzzified. Then, key network centrality indicators such as in-degree, out-degree, total degree (centrality), and density were calculated for each factor. Finally, using the simulation capability in FCMapper software, three different scenarios (baseline, single-factor emphasis, and neglect of a key factor) were run, and the dynamic behavior of the system under these scenarios was examined. Content validity of the tools was ensured through expert confirmation, and construct validity was secured using the Quadratic Assignment Procedure (QAP) correlation matrix. Reliability was confirmed by calculating Cohen's Kappa coefficient between coders (0.81) and the Cronbach's alpha of the final questionnaire (0.91). Results and discussion The findings from the network analysis revealed the complex and intertwined causal relationships between the indicators. Calculating the "centrality" index, which is the sum of a factor's influence and susceptibility, showed that three indicators held a distinctly superior position within the network structure. Quality of medical services, with a centrality of 18.3, ranked first. This overarching indicator is itself influenced by factors such as access to advanced equipment, physician expertise and skill, adherence to health protocols, and professional conduct, and in turn directly impacts tourist satisfaction, revisit intention, and positive word-of-mouth. The indicator increasing the destination's carrying capacity, with a centrality of 15.9, ranked second. This indicator is not limited to merely increasing the quantitative number of hospital beds but encompasses the qualitative and integrated development of supporting infrastructure, including standard accommodation centers (hospital hotels, health-oriented eco-lodges), an efficient transportation network (suitable air access, equipped air and ground ambulance fleets), and ancillary services (specialized translation, visa services, and support for companions). Strategic policymaking and planning, with a centrality of 15.5, ranked third. This indicator plays a facilitative and coordinating role, involving the formulation of transparent regulations, establishing a cross-sectoral coordinating body (such as a High Council for Health Tourism), allocating tax incentives and banking facilities to investors, and defining national standards for licensing centers authorized to serve health tourists. The scenario analysis yielded a key and cautionary result: the health tourism development system in Yazd is a complex and dynamic system where key indicators have reinforcing and feedback effects on each other. The first scenario (baseline), where all indicators were assumed active, led the system to reach a positive equilibrium and long-term stability. In the second scenario, it was assumed that only the quality of medical services was strengthened, while carrying capacity and strategic planning were neglected. The simulation showed that in this state, despite initial improvement in satisfaction, the system becomes disrupted due to facing increasing demand volume and the lack of a regulatory framework, ultimately causing indicators like satisfaction and revisit intention to follow a declining trend. This situation is precisely an example of overloading the existing limited capacity. In the third scenario, strengthening capacity and policymaking without improving service quality was considered. In this case as well, although infrastructure develops, the destination's attractiveness is lost due to poor service quality, and the created infrastructure faces underutilization, leading to economic loss and stagnant investments. This finding clearly emphasizes the necessity of balanced and simultaneous development of the three main pillars. Conclusion The results of this study affirm that the model for developing health tourism in Yazd Province must be based on a stable triangle, the sides of which are quality medical services, integrated infrastructural capacity, and intelligent strategic governance. Neglecting any of these sides jeopardizes the stability of the entire structure. To proceed on this path, a set of complementary and sequential operational strategies are proposed. As an initial step, it is essential to establish a single responsible institution with cross-sectoral authority (such as the Yazd Province Health Tourism Development Headquarters) to undertake the responsibility of guiding, supervising, and coordinating all activities. The first action axis of this headquarters should be quality enhancement and standardization, achieved by designing an internal accreditation system for medical centers based on indicators such as the specialist physician-to-patient ratio, possession of the latest diagnostic equipment, and having an international patient services unit. Simultaneously, pursuing valid international certifications such as JCI for leading hospitals must be placed on the agenda. The second axis is the development of smart and sustainable infrastructure. In this regard, instead of building new general hospitals, the focus should be on creating single-advantage specialized treatment centers (e.g., a specialized infertility center, an advanced cosmetic surgery center, or a well-equipped dental clinic) that enable competitiveness at the regional level. Furthermore, establishing an integrated health tourist reservation and support system offering combined packages of accommodation, transfer, translation, and tourism services is essential. The third axis is international marketing and branding. Branding must be based on combining treatment with Yazd's unique cultural experience. Key actions in this section include producing targeted content in various languages, participating in specialized health exhibitions in target countries (such as Iraq, Azerbaijan, Oman), and attracting reputable intermediary companies in the medical field. The fourth axis is engaging and empowering the local community. Implementing educational campaigns about the economic benefits of health tourism for local businesses (hoteliers, restaurateurs, tour guides), as well as training communication and cultural skills for frontline staff in direct contact with tourists (physicians, nurses, ambulance drivers), is crucial for constructive interaction. Finally, establishing a health tourist guarantee and support fund to cover potential treatment risks can significantly increase confidence and attract tourists. In summary, transforming Yazd into a sustainable health tourism destination is not a short-term project but a strategic transformation path requiring firm resolve, targeted investment, and integrated management of all stakeholders. Success on this path, in addition to economic prosperity, will enhance the scientific standing of the province's medical sector and strengthen Iran's international image as a country possessing high medical capabilities and hospitality. 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. A B S T R A C T Health tourism has witnessed substantial growth in recent decades. In this context, selecting the appropriate health tourism destination plays a crucial role in ensuring the success and sustainability of this sector. Yazd province, with its rich array of natural and therapeutic attractions, holds significant potential to emerge as a sustainable health tourism destination. Identifying and analyzing the factors influencing the sustainable development of this industry can make a valuable contribution to the planning and management of health tourism in Yazd. This study aims to investigate these factors and offer strategies for the sustainable development of health tourism in Yazd province. This research follows a descriptive survey design. The sample consisted of 78 health tourists from Yazd province, selected through a purposive, non-random sampling method. Data and scenarios were analyzed using fuzzy cognitive mapping, and the research model was developed using social network analysis. Several factors were identified as significant, with the quality of health services, increasing the destination’s carrying capacity, and policy-making and strategic planning emerging as the most pivotal, respectively, due to their centrality. Senari-Vasazi argued that sustainable development necessitates a simultaneous and balanced focus on all three key factors; neglecting any one, even in the presence of the other two, can result in negative repercussions for other indicators. The findings highlight the importance of continuous monitoring of service quality, investment in infrastructure and capacity-building, and the development of integrated strategic planning for ensuring the long-term sustainability of Yazd's health tourism industry. Extended Abstract Introduction Health tourism, as one of the most value-creating and rapidly growing segments of the global tourism industry, has undergone a remarkable transformation in the last two decades. This exponential growth results from a combination of numerous factors, including increased public knowledge and awareness regarding health, significant achievements in diagnostic and therapeutic technologies, and a substantial cost gap in providing medical services between developed and developing countries. Relying on its rich historical-cultural heritage, unique natural attractions (such as its desert and UNESCO-registered historical texture), and relatively developed medical infrastructure, Yazd Province possesses exceptional potential for positioning itself on the competitive regional map of health tourism. However, transforming this potential into a sustainable competitive advantage necessitates moving beyond short-term approaches and adopting a systematic and program-oriented perspective. The sustainable development of this industry is a multi-dimensional concept achievable only by simultaneously considering economic (e.g., job creation and revenue generation), socio-cultural (e.g., preserving local identity and fostering constructive interaction), and environmental (e.g., resource and waste management) components. Therefore, identifying the key indicators influencing the choice of Yazd Province as a health tourism destination from the tourists' perspective and analyzing the complex relationships between these indicators is the first and essential step in designing any strategic plan. This study was designed and conducted to fill the research gap in this field and to provide a localized model based on the realities of Yazd Province, thereby establishing a solid scientific foundation for policymakers, planners, and investors in this domain. Methodology In terms of paradigm, this study falls under mixed-methods research, where qualitative and quantitative data collection and analysis were conducted sequentially to complete and deepen the findings. The research design is descriptive-survey. The study population was defined in two distinct layers: 1) The expert community: consisting of 15 university professors with publications in tourism and healthcare service management, managers of private and public medical centers active in attracting health tourists, and experts from the Provincial Cultural Heritage and Tourism Organization, selected through purposive sampling based on the criterion of theoretical saturation. 2) The health tourist community: included 78 non-local visitors to selected medical centers in Yazd Province over a six-month period, chosen via convenience sampling while maximizing demographic diversity (age, gender, education, country of origin). The research implementation process was designed in four main steps: In the first step (exploratory studies), a preliminary framework consisting of 20 potential indicators was extracted through a systematic review of theoretical literature and domestic and international research background. In the second step (tool design and refinement), this framework was presented to experts in two rounds of a fuzzy Delphi process. In the first round, an open-ended questionnaire was used to evaluate the relevance and clarity of the indicators and to suggest adding or removing factors. In the second round, a closed questionnaire with a fuzzy Likert scale was distributed to reach a final consensus. After analyzing the opinions and removing indicators with low agreement coefficients, 16 final indicators were confirmed. In the third step (quantitative data collection), a matrix questionnaire was designed, asking respondents (experts) to determine the degree of influence of each of the 16 indicators on the others on a numerical scale from -1 (complete negative influence) to +1 (complete positive influence). This questionnaire was completed individually for each expert. In the fourth step (data analysis), two methods—Social Network Analysis (SNA) and Fuzzy Cognitive Mapping (FCM)—were employed using specialized software UCINET6 and FCMapper. First, an aggregated matrix of all experts' opinions was created and defuzzified. Then, key network centrality indicators such as in-degree, out-degree, total degree (centrality), and density were calculated for each factor. Finally, using the simulation capability in FCMapper software, three different scenarios (baseline, single-factor emphasis, and neglect of a key factor) were run, and the dynamic behavior of the system under these scenarios was examined. Content validity of the tools was ensured through expert confirmation, and construct validity was secured using the Quadratic Assignment Procedure (QAP) correlation matrix. Reliability was confirmed by calculating Cohen's Kappa coefficient between coders (0.81) and the Cronbach's alpha of the final questionnaire (0.91). Results and discussion The findings from the network analysis revealed the complex and intertwined causal relationships between the indicators. Calculating the "centrality" index, which is the sum of a factor's influence and susceptibility, showed that three indicators held a distinctly superior position within the network structure. Quality of medical services, with a centrality of 18.3, ranked first. This overarching indicator is itself influenced by factors such as access to advanced equipment, physician expertise and skill, adherence to health protocols, and professional conduct, and in turn directly impacts tourist satisfaction, revisit intention, and positive word-of-mouth. The indicator increasing the destination's carrying capacity, with a centrality of 15.9, ranked second. This indicator is not limited to merely increasing the quantitative number of hospital beds but encompasses the qualitative and integrated development of supporting infrastructure, including standard accommodation centers (hospital hotels, health-oriented eco-lodges), an efficient transportation network (suitable air access, equipped air and ground ambulance fleets), and ancillary services (specialized translation, visa services, and support for companions). Strategic policymaking and planning, with a centrality of 15.5, ranked third. This indicator plays a facilitative and coordinating role, involving the formulation of transparent regulations, establishing a cross-sectoral coordinating body (such as a High Council for Health Tourism), allocating tax incentives and banking facilities to investors, and defining national standards for licensing centers authorized to serve health tourists. The scenario analysis yielded a key and cautionary result: the health tourism development system in Yazd is a complex and dynamic system where key indicators have reinforcing and feedback effects on each other. The first scenario (baseline), where all indicators were assumed active, led the system to reach a positive equilibrium and long-term stability. In the second scenario, it was assumed that only the quality of medical services was strengthened, while carrying capacity and strategic planning were neglected. The simulation showed that in this state, despite initial improvement in satisfaction, the system becomes disrupted due to facing increasing demand volume and the lack of a regulatory framework, ultimately causing indicators like satisfaction and revisit intention to follow a declining trend. This situation is precisely an example of overloading the existing limited capacity. In the third scenario, strengthening capacity and policymaking without improving service quality was considered. In this case as well, although infrastructure develops, the destination's attractiveness is lost due to poor service quality, and the created infrastructure faces underutilization, leading to economic loss and stagnant investments. This finding clearly emphasizes the necessity of balanced and simultaneous development of the three main pillars. Conclusion The results of this study affirm that the model for developing health tourism in Yazd Province must be based on a stable triangle, the sides of which are quality medical services, integrated infrastructural capacity, and intelligent strategic governance. Neglecting any of these sides jeopardizes the stability of the entire structure. To proceed on this path, a set of complementary and sequential operational strategies are proposed. As an initial step, it is essential to establish a single responsible institution with cross-sectoral authority (such as the Yazd Province Health Tourism Development Headquarters) to undertake the responsibility of guiding, supervising, and coordinating all activities. The first action axis of this headquarters should be quality enhancement and standardization, achieved by designing an internal accreditation system for medical centers based on indicators such as the specialist physician-to-patient ratio, possession of the latest diagnostic equipment, and having an international patient services unit. Simultaneously, pursuing valid international certifications such as JCI for leading hospitals must be placed on the agenda. The second axis is the development of smart and sustainable infrastructure. In this regard, instead of building new general hospitals, the focus should be on creating single-advantage specialized treatment centers (e.g., a specialized infertility center, an advanced cosmetic surgery center, or a well-equipped dental clinic) that enable competitiveness at the regional level. Furthermore, establishing an integrated health tourist reservation and support system offering combined packages of accommodation, transfer, translation, and tourism services is essential. The third axis is international marketing and branding. Branding must be based on combining treatment with Yazd's unique cultural experience. Key actions in this section include producing targeted content in various languages, participating in specialized health exhibitions in target countries (such as Iraq, Azerbaijan, Oman), and attracting reputable intermediary companies in the medical field. The fourth axis is engaging and empowering the local community. Implementing educational campaigns about the economic benefits of health tourism for local businesses (hoteliers, restaurateurs, tour guides), as well as training communication and cultural skills for frontline staff in direct contact with tourists (physicians, nurses, ambulance drivers), is crucial for constructive interaction. Finally, establishing a health tourist guarantee and support fund to cover potential treatment risks can significantly increase confidence and attract tourists. In summary, transforming Yazd into a sustainable health tourism destination is not a short-term project but a strategic transformation path requiring firm resolve, targeted investment, and integrated management of all stakeholders. Success on this path, in addition to economic prosperity, will enhance the scientific standing of the province's medical sector and strengthen Iran's international image as a country possessing high medical capabilities and hospitality. 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.

https://jut.ut.ac.ir/article_106072_58e6179114b8a18567658fd8f27ac2fa.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 03 21 Opportunities and Challenges of Using Gamification in Urban Tourism Marketing: A case study of Tomb of Ferdowsi, Tus City Opportunities and Challenges of Using Gamification in Urban Tourism Marketing: A case study of Tomb of Ferdowsi, Tus City 13 27 105414 10.22059/jut.2026.388163.1253 FA Fateme Sahebi Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran 0009-0006-8061-0264 Nazanin Tabrizi Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran 0000-0002-9367-704X Mahmoud Hassanpour Department of Tourism Management, Faculty of Humanities and Social Sciences, University of Mazandaran, Babolsar, Iran 0000-0002-2167-2039 Journal Article 2025 01 04 A B S T R A C T Marketing initiatives within the tourism sector are pivotal for fostering the growth and sustainability of tourist destinations. Gamification, recognized as an innovative strategy in tourism marketing, presents both substantial challenges and promising opportunities.Gamification is particularly effective in cultural tourism, as it leverages the historical and cultural significance of heritage attractions. Despite its considerable potential, gamification remains relatively underutilized within the Iranian tourism sector. This study aims to examine the challenges and opportunities associated with implementing gamification in the marketing of the Ferdowsi Tomb. An exploratory research design was employed, guided by the principles of grounded theory methodology. Twenty-one experts were purposively selected, complemented by snowball sampling techniques. Data analysis yielded 538 open codes. The findings indicate that Gamification continues to be a relatively nascent concept within the global tourism industry, and its adoption is particularly limited in Iran. Therefore the implementation of gamification in marketing constitutes the central phenomenon. Challenges related to innovation and education emerged as causal conditions, whereas legal, informational, marketing, and economic challenges were classified as intervening conditions. Furthermore, institutional and managerial challenges, technological obstacles, and additional barriers, including investment constraints and legal and internet limitations, were identified as contextual conditions. Conversely, opportunities were categorized into five domains—managerial, social, environmental, and cultural-historical—which can inform effective strategic interventions and ultimately foster innovative outcomes in tourism marketing. Extended Abstract Introduction Marketing constitutes a fundamental pillar for the advancement and enhancement of tourism within the global tourism industry. In recent years, increasing emphasis has been placed on the adoption of innovative and creative tourism marketing strategies aimed at accessing new markets, attracting visitors, enhancing their engagement with destinations, and fostering tourist loyalty. Among emerging marketing approaches, the application of gamification represents a promising strategy for strengthening tourism destinations. In particular, the use of gamification in different forms of tourism, especially cultural tourism, can be highly effective given the rich historical and cultural contexts of many attractions. Although gamification is gradually emerging as a novel approach in Iran’s tourism marketing landscape, it remains at an early stage of development. Despite growing awareness of this method among tourism professionals and stakeholders, its practical implementation has largely remained limited and experimental. Furthermore, a notable gap exists in academic research addressing the application of gamification in Iran’s tourism marketing, particularly in relation to cultural and historical attractions. The absence of locally grounded knowledge and context-sensitive models has constrained the effective utilization of the potential offered by both tourism resources and gamification strategies. Consequently, despite its recognized importance, gamification has not yet been sufficiently developed within Iran’s tourism industry. The Tomb of Ferdowsi, as one of Iran’s most significant cultural and tourist attractions, attracts a relatively low number of visitors at both national and international levels, highlighting the need for innovative marketing approaches such as gamification. Given the relatively recent introduction of gamification-based activities in Iran’s tourism marketing, the implementation of such initiatives necessitates a systematic examination of existing challenges alongside the identification of potential opportunities for enhancing marketing effectiveness through this approach. Accordingly, the primary objective of this study is to identify and evaluate the challenges and opportunities associated with the use of gamification in tourist attractions, with particular emphasis on the Tomb of Ferdowsi. In line with this objective, the central research question guiding the study seeks to determine the challenges and opportunities characterizing the use of gamification in tourism marketing at the Tomb of Ferdowsi. Methodology The present study adopts a descriptive analytical and exploratory research design. It is a qualitative, applied study grounded in systematic analysis and grounded theory methodology, with the primary objective of identifying the challenges and opportunities associated with the use of gamification in tourism marketing at the Tomb of Ferdowsi. Data were collected through both documentary and field-based methods. The study population comprised experts, senior managers, game developers in the game industry, as well as researchers and specialists from academic and scientific environments. Participants were selected through a combination of purposive sampling followed by snowball sampling. In the initial stage, nine experts with demonstrated knowledge and experience in gamification within tourism marketing were selected purposively. Subsequently, twelve additional specialists were identified and introduced by the initial group of participants through the snowball sampling process. Data collection was conducted in two stages. In the first stage, key concepts were identified and elaborated through the review of authoritative documents and scholarly articles. In the second stage, semi-structured interviews were conducted with experts in the field of tourism. The interview data were analyzed using MaxQDA software, and the coding process was carried out in three sequential stages: open coding, axial coding, and selective coding. During the open coding stage, all concepts validated through the interviews were identified and coded. In the subsequent stage, open codes were examined, relationships among them were established, and similar codes were integrated into broader subcategories. In the final stage, subcategories were organized into overarching categories based on their nature and content. Following the identification of the core category, the positions of the remaining categories were determined in relation to it, resulting in the development of the final conceptual model. Results and discussion Based on the analysis of data obtained from expert interviews, nine core categories related to challenges and five core categories related to opportunities for the application of gamification in tourism marketing were identified, categorized, and labeled. The challenge-related categories include marketing and communication challenges, economic challenges, technological and infrastructural challenges, institutional and managerial challenges, software and content-related challenges, legal challenges, educational challenges, innovation-related challenges, and other contextual challenges. In addition, five core opportunity-related categories were identified, namely managerial opportunities, environmental opportunities, cultural, literary, and historical opportunities, social opportunities, and innovative opportunities. These categories were systematically extracted from the interview data provided by experts and specialists in the field. Based on the axial coding process, the category of “implementation of gamification in the marketing of the Tomb of Ferdowsi” was selected as the core category of the study. This category represents the central phenomenon to which all other extracted categories, including causal conditions, contextual conditions, intervening conditions, strategies, and consequences, are conceptually and structurally related. The emphasis of participants on the scientific realization and practical implementation of gamification, as well as the prominence of this concept within the data, indicates its theoretical saturation and central role in explaining the research problem. Moreover, the alignment of this core category with the objectives of the study enables a systematic interpretation of the challenges and opportunities associated with experiential marketing in the studied context. Within the axial analysis process, the categories of “innovation-related challenges” and “educational challenges” were identified as causal conditions, as they represent the fundamental drivers underlying the need to implement gamification in the marketing of the Tomb of Ferdowsi. Interview data revealed that, from the perspective of respondents, limited attractiveness of contemporary experiences, the novelty and lack of clarity surrounding gamification in Iran, insufficient use of interactive tools, low levels of awareness, inadequate training, and the absence of specialized workshops constitute some of the most significant barriers to the implementation and execution of gamification initiatives. The categories of “institutional and managerial challenges,” “technological and infrastructural challenges,” and “other challenges,” which include internet-related limitations, high perceived risks, and reluctance to invest in this domain, were identified as contextual conditions influencing the core phenomenon. These factors collectively shape the institutional and operational environment within which the implementation of gamification in the marketing of the Tomb of Ferdowsi takes place. Data analysis indicates that weaknesses in integrated policymaking, lack of coordination among relevant institutions, insufficient technological infrastructure, and the persistence of traditional management approaches within responsible public organizations constitute key obstacles to the realization of this innovative approach. In this study, “economic challenges,” “marketing challenges,” and “legal challenges” were identified as intervening conditions within the paradigm model. Qualitative findings suggest that financial constraints, the absence of economic models for the design, maintenance, and implementation of gamification initiatives, weaknesses in targeted advertising and marketing systems, and the lack of clear legal frameworks governing innovative activities such as gamification in the tourism industry represent critical and influential barriers to the effective execution of this approach. Through axial coding, the identified opportunities at the managerial, environmental, cultural and historical, and social levels were selected as the main strategic drivers facilitating the realization of the core category, namely the implementation of gamification in the marketing of the Tomb of Ferdowsi. The utilization of these opportunities reflects the emergence of deliberate and informed actions arising from the interaction between causal, contextual, and intervening conditions. The extracted concepts indicate that strategies play a central role in shaping and guiding the proposed drivers and actions. Opportunities such as the willingness of cultural institutions to embrace innovation, the interactive capacity of local communities, the richness of literary and historical narratives, and the interest of tourists and visitors suggest that leveraging multi-level opportunities as strategic pathways enhances the feasibility and effectiveness of gamification implementation. The outcomes associated with the implementation of gamification in the marketing of the Tomb of Ferdowsi were primarily identified in relation to the innovative nature of this approach. These outcomes include the creation of creative marketing practices, the strengthening of destination branding, the enhancement of cultural education, the protection and promotion of tangible and intangible heritage, and the formation of long-term visitor loyalty. Collectively, these outcomes reflect the transformative potential of gamification as a multidimensional tool in tourism marketing and underscore its capacity to contribute to the achievement of broader objectives related to enhancing the tourism experience, improving marketing effectiveness, and generating value through active and innovative participation at the Tomb of Ferdowsi. Conclusion Gamification represents a new generation of innovation within the global tourism industry, particularly in the context of Iran. In the fields of marketing and tourism, gamification-based activities have demonstrated considerable success in attracting tourists, facilitating learning and cultural awareness, and fostering visitor loyalty. This approach operates across both virtual and physical environments, and its implementation and development can provide a creative and differentiated tourism experience. By identifying existing challenges and addressing them through the effective use of available opportunities, the application of gamification at the Tomb of Ferdowsi can be expected to contribute to a comprehensive and accurate introduction of the site and the Shahnameh, while simultaneously creating a distinctive and meaningful visitor experience. As a novel marketing approach, gamification has the potential to function as an effective tool for enhancing the visitor experience, strengthening cultural branding, educating tourists, safeguarding cultural heritage, and increasing long-term audience loyalty. The innovation-related and educational challenges identified as causal conditions, together with institutional, infrastructural, economic, and legal barriers classified as contextual and intervening conditions, underscore the necessity of rethinking traditional approaches to cultural tourism marketing. Within this context, the strategic utilization of managerial, environmental, social, and cultural opportunities can serve as a constructive pathway toward transforming methods of presenting, promoting, and experiencing cultural heritage. Accordingly, the findings of this study indicate that gamification, when integrated with cultural tourism marketing, should not be regarded merely as a technological or entertainment-based tool. Rather, it can be employed as a strategic approach for meaning-making, storytelling, and the enhancement of the overall tourism experience. The conceptual model proposed in this research can inform the design of policies and practical interventions in the field of cultural tourism, particularly in countries facing challenges related to attracting younger audiences, preserving heritage, and transmitting cultural values. Drawing on successful international experiences, it can be anticipated that the implementation of gamification within the cultural and historical complex of the Tomb of Ferdowsi will facilitate a comprehensive and accurate presentation of the monument and the enduring legacy of the Shahnameh. Moreover, this approach can contribute to the creation of a conscious and distinctive experience encompassing both tangible and intangible cultural dimensions, the reinforcement of cultural, national, and patriotic identity, the promotion of Iranian culture and literary-cultural tourism at national and global levels, enhanced collaboration between tourists and local communities to support tourism development in the historic city of Tus, the generation of tourism-related revenues, the establishment and promotion of destination branding at both national and international scales, and the creative preservation and transmission of cultural heritage through effective tourism marketing. 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. A B S T R A C T Marketing initiatives within the tourism sector are pivotal for fostering the growth and sustainability of tourist destinations. Gamification, recognized as an innovative strategy in tourism marketing, presents both substantial challenges and promising opportunities.Gamification is particularly effective in cultural tourism, as it leverages the historical and cultural significance of heritage attractions. Despite its considerable potential, gamification remains relatively underutilized within the Iranian tourism sector. This study aims to examine the challenges and opportunities associated with implementing gamification in the marketing of the Ferdowsi Tomb. An exploratory research design was employed, guided by the principles of grounded theory methodology. Twenty-one experts were purposively selected, complemented by snowball sampling techniques. Data analysis yielded 538 open codes. The findings indicate that Gamification continues to be a relatively nascent concept within the global tourism industry, and its adoption is particularly limited in Iran. Therefore the implementation of gamification in marketing constitutes the central phenomenon. Challenges related to innovation and education emerged as causal conditions, whereas legal, informational, marketing, and economic challenges were classified as intervening conditions. Furthermore, institutional and managerial challenges, technological obstacles, and additional barriers, including investment constraints and legal and internet limitations, were identified as contextual conditions. Conversely, opportunities were categorized into five domains—managerial, social, environmental, and cultural-historical—which can inform effective strategic interventions and ultimately foster innovative outcomes in tourism marketing. Extended Abstract Introduction Marketing constitutes a fundamental pillar for the advancement and enhancement of tourism within the global tourism industry. In recent years, increasing emphasis has been placed on the adoption of innovative and creative tourism marketing strategies aimed at accessing new markets, attracting visitors, enhancing their engagement with destinations, and fostering tourist loyalty. Among emerging marketing approaches, the application of gamification represents a promising strategy for strengthening tourism destinations. In particular, the use of gamification in different forms of tourism, especially cultural tourism, can be highly effective given the rich historical and cultural contexts of many attractions. Although gamification is gradually emerging as a novel approach in Iran’s tourism marketing landscape, it remains at an early stage of development. Despite growing awareness of this method among tourism professionals and stakeholders, its practical implementation has largely remained limited and experimental. Furthermore, a notable gap exists in academic research addressing the application of gamification in Iran’s tourism marketing, particularly in relation to cultural and historical attractions. The absence of locally grounded knowledge and context-sensitive models has constrained the effective utilization of the potential offered by both tourism resources and gamification strategies. Consequently, despite its recognized importance, gamification has not yet been sufficiently developed within Iran’s tourism industry. The Tomb of Ferdowsi, as one of Iran’s most significant cultural and tourist attractions, attracts a relatively low number of visitors at both national and international levels, highlighting the need for innovative marketing approaches such as gamification. Given the relatively recent introduction of gamification-based activities in Iran’s tourism marketing, the implementation of such initiatives necessitates a systematic examination of existing challenges alongside the identification of potential opportunities for enhancing marketing effectiveness through this approach. Accordingly, the primary objective of this study is to identify and evaluate the challenges and opportunities associated with the use of gamification in tourist attractions, with particular emphasis on the Tomb of Ferdowsi. In line with this objective, the central research question guiding the study seeks to determine the challenges and opportunities characterizing the use of gamification in tourism marketing at the Tomb of Ferdowsi. Methodology The present study adopts a descriptive analytical and exploratory research design. It is a qualitative, applied study grounded in systematic analysis and grounded theory methodology, with the primary objective of identifying the challenges and opportunities associated with the use of gamification in tourism marketing at the Tomb of Ferdowsi. Data were collected through both documentary and field-based methods. The study population comprised experts, senior managers, game developers in the game industry, as well as researchers and specialists from academic and scientific environments. Participants were selected through a combination of purposive sampling followed by snowball sampling. In the initial stage, nine experts with demonstrated knowledge and experience in gamification within tourism marketing were selected purposively. Subsequently, twelve additional specialists were identified and introduced by the initial group of participants through the snowball sampling process. Data collection was conducted in two stages. In the first stage, key concepts were identified and elaborated through the review of authoritative documents and scholarly articles. In the second stage, semi-structured interviews were conducted with experts in the field of tourism. The interview data were analyzed using MaxQDA software, and the coding process was carried out in three sequential stages: open coding, axial coding, and selective coding. During the open coding stage, all concepts validated through the interviews were identified and coded. In the subsequent stage, open codes were examined, relationships among them were established, and similar codes were integrated into broader subcategories. In the final stage, subcategories were organized into overarching categories based on their nature and content. Following the identification of the core category, the positions of the remaining categories were determined in relation to it, resulting in the development of the final conceptual model. Results and discussion Based on the analysis of data obtained from expert interviews, nine core categories related to challenges and five core categories related to opportunities for the application of gamification in tourism marketing were identified, categorized, and labeled. The challenge-related categories include marketing and communication challenges, economic challenges, technological and infrastructural challenges, institutional and managerial challenges, software and content-related challenges, legal challenges, educational challenges, innovation-related challenges, and other contextual challenges. In addition, five core opportunity-related categories were identified, namely managerial opportunities, environmental opportunities, cultural, literary, and historical opportunities, social opportunities, and innovative opportunities. These categories were systematically extracted from the interview data provided by experts and specialists in the field. Based on the axial coding process, the category of “implementation of gamification in the marketing of the Tomb of Ferdowsi” was selected as the core category of the study. This category represents the central phenomenon to which all other extracted categories, including causal conditions, contextual conditions, intervening conditions, strategies, and consequences, are conceptually and structurally related. The emphasis of participants on the scientific realization and practical implementation of gamification, as well as the prominence of this concept within the data, indicates its theoretical saturation and central role in explaining the research problem. Moreover, the alignment of this core category with the objectives of the study enables a systematic interpretation of the challenges and opportunities associated with experiential marketing in the studied context. Within the axial analysis process, the categories of “innovation-related challenges” and “educational challenges” were identified as causal conditions, as they represent the fundamental drivers underlying the need to implement gamification in the marketing of the Tomb of Ferdowsi. Interview data revealed that, from the perspective of respondents, limited attractiveness of contemporary experiences, the novelty and lack of clarity surrounding gamification in Iran, insufficient use of interactive tools, low levels of awareness, inadequate training, and the absence of specialized workshops constitute some of the most significant barriers to the implementation and execution of gamification initiatives. The categories of “institutional and managerial challenges,” “technological and infrastructural challenges,” and “other challenges,” which include internet-related limitations, high perceived risks, and reluctance to invest in this domain, were identified as contextual conditions influencing the core phenomenon. These factors collectively shape the institutional and operational environment within which the implementation of gamification in the marketing of the Tomb of Ferdowsi takes place. Data analysis indicates that weaknesses in integrated policymaking, lack of coordination among relevant institutions, insufficient technological infrastructure, and the persistence of traditional management approaches within responsible public organizations constitute key obstacles to the realization of this innovative approach. In this study, “economic challenges,” “marketing challenges,” and “legal challenges” were identified as intervening conditions within the paradigm model. Qualitative findings suggest that financial constraints, the absence of economic models for the design, maintenance, and implementation of gamification initiatives, weaknesses in targeted advertising and marketing systems, and the lack of clear legal frameworks governing innovative activities such as gamification in the tourism industry represent critical and influential barriers to the effective execution of this approach. Through axial coding, the identified opportunities at the managerial, environmental, cultural and historical, and social levels were selected as the main strategic drivers facilitating the realization of the core category, namely the implementation of gamification in the marketing of the Tomb of Ferdowsi. The utilization of these opportunities reflects the emergence of deliberate and informed actions arising from the interaction between causal, contextual, and intervening conditions. The extracted concepts indicate that strategies play a central role in shaping and guiding the proposed drivers and actions. Opportunities such as the willingness of cultural institutions to embrace innovation, the interactive capacity of local communities, the richness of literary and historical narratives, and the interest of tourists and visitors suggest that leveraging multi-level opportunities as strategic pathways enhances the feasibility and effectiveness of gamification implementation. The outcomes associated with the implementation of gamification in the marketing of the Tomb of Ferdowsi were primarily identified in relation to the innovative nature of this approach. These outcomes include the creation of creative marketing practices, the strengthening of destination branding, the enhancement of cultural education, the protection and promotion of tangible and intangible heritage, and the formation of long-term visitor loyalty. Collectively, these outcomes reflect the transformative potential of gamification as a multidimensional tool in tourism marketing and underscore its capacity to contribute to the achievement of broader objectives related to enhancing the tourism experience, improving marketing effectiveness, and generating value through active and innovative participation at the Tomb of Ferdowsi. Conclusion Gamification represents a new generation of innovation within the global tourism industry, particularly in the context of Iran. In the fields of marketing and tourism, gamification-based activities have demonstrated considerable success in attracting tourists, facilitating learning and cultural awareness, and fostering visitor loyalty. This approach operates across both virtual and physical environments, and its implementation and development can provide a creative and differentiated tourism experience. By identifying existing challenges and addressing them through the effective use of available opportunities, the application of gamification at the Tomb of Ferdowsi can be expected to contribute to a comprehensive and accurate introduction of the site and the Shahnameh, while simultaneously creating a distinctive and meaningful visitor experience. As a novel marketing approach, gamification has the potential to function as an effective tool for enhancing the visitor experience, strengthening cultural branding, educating tourists, safeguarding cultural heritage, and increasing long-term audience loyalty. The innovation-related and educational challenges identified as causal conditions, together with institutional, infrastructural, economic, and legal barriers classified as contextual and intervening conditions, underscore the necessity of rethinking traditional approaches to cultural tourism marketing. Within this context, the strategic utilization of managerial, environmental, social, and cultural opportunities can serve as a constructive pathway toward transforming methods of presenting, promoting, and experiencing cultural heritage. Accordingly, the findings of this study indicate that gamification, when integrated with cultural tourism marketing, should not be regarded merely as a technological or entertainment-based tool. Rather, it can be employed as a strategic approach for meaning-making, storytelling, and the enhancement of the overall tourism experience. The conceptual model proposed in this research can inform the design of policies and practical interventions in the field of cultural tourism, particularly in countries facing challenges related to attracting younger audiences, preserving heritage, and transmitting cultural values. Drawing on successful international experiences, it can be anticipated that the implementation of gamification within the cultural and historical complex of the Tomb of Ferdowsi will facilitate a comprehensive and accurate presentation of the monument and the enduring legacy of the Shahnameh. Moreover, this approach can contribute to the creation of a conscious and distinctive experience encompassing both tangible and intangible cultural dimensions, the reinforcement of cultural, national, and patriotic identity, the promotion of Iranian culture and literary-cultural tourism at national and global levels, enhanced collaboration between tourists and local communities to support tourism development in the historic city of Tus, the generation of tourism-related revenues, the establishment and promotion of destination branding at both national and international scales, and the creative preservation and transmission of cultural heritage through effective tourism marketing. 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.

https://jut.ut.ac.ir/article_105414_7b39db1642791567c663f112aeb5ba93.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 10 The Role of General Aviation in Creating Sustainable Urban Tourism on Kish Island The Role of General Aviation in Creating Sustainable Urban Tourism on Kish Island 29 53 106351 10.22059/jut.2026.405420.1347 FA Ali Saravi Department of Tourism, Kish International Campus, University of Tehran, Kish Island, Iran 0009-0008-3404-135X Journal Article 2025 11 30 A B S T R A C T The aim of this study was to elucidate the multifaceted role of general aviation (GA) in the development of sustainable urban tourism on Kish Island and to develop a corresponding conceptual model. This research was conducted using a qualitative approach based on the grounded theory of Strauss and Corbin (1998). The validity of the findings was confirmed through the four evaluation criteria proposed by Guba and Lincoln, researcher self-review, and agreement between two coders. The study population consisted of university professors, senior managers in the tourism industry, managers of the aviation and GA organization, and hotel managers on Kish Island in 2025, from whom a purposive sample of 18 participants was selected through interviews until theoretical saturation was achieved. Based on the research findings and coding conducted in MAXQDA software, a total of 31 main concepts and 125 final codes were extracted. The findings indicate that the core phenomenon of GA functions not merely as a transportation tool but as a developmental driver that reinforces sustainable tourism through six key dimensions (enhancing specialized accessibility, infrastructural empowerment, environmental sustainability, socio-political integration, and economic revitalization). The final model demonstrates that the transition from the current situation to desirable outcomes (such as the international competitiveness of the destination and innovative governance) requires the adoption of seven strategies focused on “green operations” and “institutional reforms.” The results confirm that GA can reduce pressure on mass transportation infrastructure and generate high value-added tourism experiences, thereby establishing a balance between economic development and environmental requirements on Kish Island. Extended Abstract Introduction Since the 1990s, the relationship among aviation, tourism, and sustainability has been established as a strategic imperative in the scientific literature. Within this framework, numerous researchers have emphasized the symbiotic nature and mutual interdependence between air transport and tourism and argue that aviation and tourism have long been regarded as interdependent sectors of a single industry. The World Tourism Organization (WTO) and its member states increasingly acknowledge that developments in aviation will significantly influence the nature and growth of tourism and have highlighted the necessity of effective institutional cooperation to manage the shared benefits and concerns of these two sectors. However, alongside the expansion of aviation’s role in global tourism development, its environmental consequences, including noise pollution, greenhouse gas emissions, congestion, and the loss of rural areas, have led to calls for a fundamental reconsideration of aviation policies and practices. Thus, although aviation is an integral part of the global economy, it is also regarded as one of the principal obstacles to environmentally sustainable development. This industry is among the fastest-growing and most polluting industries in the world. Accordingly, emerging paradigms in urban development and tourism destinations, beyond mass transportation, have emphasized “flexibility” and the “reduction of environmental impacts.” Therefore, over the past two decades, the link between “air transport” and “destination competitiveness and sustainability” has evolved from a purely operational relationship into a policy-oriented and multidimensional issue, because on the one hand air accessibility is a prerequisite for the formation and continuity of tourism flows, and on the other hand climate pressures and carbon reduction requirements have imposed serious constraints on flight-dependent tourism growth models. A synthesis of previous studies indicates that although air connectivity and route structures affect tourism demand and, in island destinations, the quality and resilience of air infrastructure and supporting policies determine tourism sustainability, and the technological transition toward low-carbon aviation is not feasible without airport preparedness and managerial frameworks, nevertheless a major gap remains at the level of localized and policy-applicable implementation, and the existing literature has only limitedly formulated a coherent framework for the role of general aviation (GA) in sustainable island tourism, and in the case of Kish Island, no study has systematically identified and prioritized the key components of this role, which this study seeks to address by filling this evident research gap and remedying the absence of a comprehensive conceptual model capable of aligning the multifaceted functions of GA with the specific sustainability requirements of an island ecosystem such as Kish. Accordingly, the main research question of the present study is formulated as follows: What is the role of GA in fostering sustainable urban tourism on Kish Island, and which components/strategies will be prioritized in achieving this role? Methodology This study was conducted using a qualitative approach based on grounded theory in the systematic manner of Strauss and Corbin (1998), and its aim was to develop a conceptual model to explain the role of GA in strengthening sustainable urban tourism on Kish Island. Data were collected through semi-structured interviews. The target population consisted of experts involved in aviation policymaking and operations, tourism management, and urban planning related to Kish. Sampling initially began as criterion-based purposive sampling and then, concurrently with data analysis, continued as theoretical sampling to identify concepts and refine emerging categories and relationships. Interviews were conducted either in person or virtually from June to September 2025 and continued until theoretical saturation was achieved; saturation was reached after the eighteenth interview. Participants were purposively selected from managers and experts of the Civil Aviation Organization, experts of the Kish Free Zone Organization, representatives of the Ministry of Cultural Heritage, Tourism and Handicrafts, and faculty members or specialists in tourism and urban planning. Inclusion criteria comprised at least five years of relevant professional or research experience in tourism or GA, familiarity with the principles of sustainable development, and contextual knowledge of Kish (such as prior responsibility or participation in a Kish-related project or program, or substantive field or professional experience on the island). In addition, international consultants familiar with the Iranian context who had professional experience in GA and small or regional airports and documented collaboration with Iranian institutions or Iran-related projects were also included, identified through professional networks and referrals from domestic experts, and interviewed. Each interview lasted between 45 and 60 minutes, was audio-recorded with the informed consent of the participants, fully transcribed, and ultimately analyzed using MAXQDA12 software. To ensure research ethics, confidentiality, anonymization, and voluntary participation were observed, and all procedures were conducted in accordance with university and institutional research ethics guidelines. The data analysis process in this study was conducted based on the systematic model of Strauss and Corbin (1998) and was carried out in three main coding stages. In the open coding stage, initial concepts and categories (more than 50 conceptual codes such as “improved accessibility,” “environmental sustainability,” and “infrastructural challenges”) were derived from the raw data. Then, in axial coding, relationships among categories were analyzed and four key dimensions, namely economic, environmental, social, and infrastructural, were identified. Finally, during selective coding, these findings were integrated around the central phenomenon of the study, namely “the multifaceted role of GA in achieving sustainable urban tourism,” and the final conceptual model was developed. In this study, ethical considerations, including providing complete and transparent information to participants, maintaining confidentiality and protecting participants’ rights, and related obligations, were fully observed. To validate the research findings, three criteria, “credibility (requesting recoding by two experienced university professors to verify coding accuracy),” “dependability (consultation with professors and experts in this field and obtaining feedback),” and “confirmability (calculation of the inter-coder agreement coefficient at 86%),” were also assessed, and the validity of the coding and the resulting findings was confirmed. Results and discussion At the initial stage of coding, efforts were made to identify categories through open coding and then, during axial coding, to establish relationships among the categories. At the end of this stage, a total of 31 main categories and 125 final concepts were identified and extracted from the coding process, after which their interrelationships were integrated to develop a theoretical model for the role of GA in fostering sustainable urban tourism on Kish Island. “Causal conditions” refer to factors that shape the context and foundation for the occurrence of the main phenomenon of the study, namely “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island,” and temporally precede it. Findings from the in-depth interviews indicated that the phenomenon under study is influenced by a set of structural, policy-related, economic, environmental, and educational challenges that directly contribute to inefficiencies in utilizing the capacities of GA for sustainable tourism development. In the data analysis process, initial codes were derived from the interviewees’ statements and, after aggregation and refinement, common and key codes were identified as final codes. “Contextual conditions” in this study refer to a set of factors and characteristics that, in structural and environmental terms, influence the intensity and manner in which causal challenges affect the utilization of GA capacity for sustainable tourism development on Kish Island. These conditions have a contingent and situational nature and often indirectly influence and shape the transformation of GA and its function in sustainable tourism. “Intervening conditions” in this study refer to a set of factors that, indirectly yet significantly, either accelerate or weaken the impact of GA on sustainable tourism development on Kish Island. Unlike causal conditions (which are foundational) and contextual conditions (which provide the environmental setting), these conditions play a regulatory and mediating role in the dynamics of actions and managerial strategies. The results of the expert interview analysis revealed six main categories and 24 final concepts. The “core phenomenon” in this study is “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island,” which emerges at the intersection of causal, contextual, and intervening conditions. This phenomenon, identified through one main category and six final concepts derived from expert interviews, demonstrates how GA can simultaneously contribute to targeted accessibility, economic empowerment, environmental sustainability, social integration, infrastructural development, and policy integration. “Strategies and actions” consist of seven main categories and 28 final concepts, each directly addressing appropriate strategies for Iran to achieve the positive impacts of GA and overcome the identified barriers. These strategies, focusing on infrastructure, economy, environment, society, law, technology, and governance, provide an operational framework for the sustainable development of GA on Kish Island. “Outcomes” include economic transformation, environmental sustainability, social empowerment, destination competitiveness, infrastructural enhancement, governance innovation, improved tourist experience, and technological advancement, which, if the extracted strategies are implemented, may indicate the effectiveness of the implemented strategies at both the internal and external levels of Iran’s GA industry. Conclusion The findings of the present study, conducted with the aim of identifying and explaining the role of GA in fostering sustainable urban tourism on Kish Island using a qualitative approach and grounded theory, showed that causal conditions (existing challenges), contextual conditions (environmental characteristics), and intervening conditions (moderating factors) play a role in shaping the core phenomenon, namely “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island.” This core phenomenon, through the formulation and implementation of specific strategies across seven areas (infrastructure and operational development, economic and market strengthening, green operations, scientific and cultural development, legal and institutional reform, technological development and innovation, and expansion of international cooperation), leads to desirable outcomes in eight domains (economic transformation, environmental sustainability, social empowerment, destination competitiveness, infrastructural enhancement, governance innovation, technological advancement, and improved tourist experience). Based on the findings of the present study, GA in Iran, particularly on Kish Island, is not merely a transportation tool but can function as a driving force for sustainable development across the economic, social, environmental, institutional, and technological dimensions of Kish Island. However, realizing this potential requires overcoming the structural, infrastructural, policy-related, legal, and cultural challenges that were identified. The proposed strategies provide a practical roadmap for transforming these challenges into opportunities and emphasize the necessity of an integrated, participatory, and long-term approach to the sustainable development of GA on Kish Island. Nevertheless, despite the valuable findings of this study, certain limitations should also be taken into consideration. The qualitative nature of the study and its focus on expert interviews may limit the generalizability of the findings to other regions or communities with different characteristics. Moreover, despite efforts to ensure diversity in participant selection, the perspectives of certain groups, such as tourists or local residents, may have been less adequately reflected. In addition, the country’s evolving political and economic conditions and international developments may affect the implementation of some of the proposed strategies, and finally, examining the environmental implications of certain measures, such as the use of sustainable aviation fuels (SAF), requires more detailed technical and feasibility studies in the local context, which should be examined in future 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. A B S T R A C T The aim of this study was to elucidate the multifaceted role of general aviation (GA) in the development of sustainable urban tourism on Kish Island and to develop a corresponding conceptual model. This research was conducted using a qualitative approach based on the grounded theory of Strauss and Corbin (1998). The validity of the findings was confirmed through the four evaluation criteria proposed by Guba and Lincoln, researcher self-review, and agreement between two coders. The study population consisted of university professors, senior managers in the tourism industry, managers of the aviation and GA organization, and hotel managers on Kish Island in 2025, from whom a purposive sample of 18 participants was selected through interviews until theoretical saturation was achieved. Based on the research findings and coding conducted in MAXQDA software, a total of 31 main concepts and 125 final codes were extracted. The findings indicate that the core phenomenon of GA functions not merely as a transportation tool but as a developmental driver that reinforces sustainable tourism through six key dimensions (enhancing specialized accessibility, infrastructural empowerment, environmental sustainability, socio-political integration, and economic revitalization). The final model demonstrates that the transition from the current situation to desirable outcomes (such as the international competitiveness of the destination and innovative governance) requires the adoption of seven strategies focused on “green operations” and “institutional reforms.” The results confirm that GA can reduce pressure on mass transportation infrastructure and generate high value-added tourism experiences, thereby establishing a balance between economic development and environmental requirements on Kish Island. Extended Abstract Introduction Since the 1990s, the relationship among aviation, tourism, and sustainability has been established as a strategic imperative in the scientific literature. Within this framework, numerous researchers have emphasized the symbiotic nature and mutual interdependence between air transport and tourism and argue that aviation and tourism have long been regarded as interdependent sectors of a single industry. The World Tourism Organization (WTO) and its member states increasingly acknowledge that developments in aviation will significantly influence the nature and growth of tourism and have highlighted the necessity of effective institutional cooperation to manage the shared benefits and concerns of these two sectors. However, alongside the expansion of aviation’s role in global tourism development, its environmental consequences, including noise pollution, greenhouse gas emissions, congestion, and the loss of rural areas, have led to calls for a fundamental reconsideration of aviation policies and practices. Thus, although aviation is an integral part of the global economy, it is also regarded as one of the principal obstacles to environmentally sustainable development. This industry is among the fastest-growing and most polluting industries in the world. Accordingly, emerging paradigms in urban development and tourism destinations, beyond mass transportation, have emphasized “flexibility” and the “reduction of environmental impacts.” Therefore, over the past two decades, the link between “air transport” and “destination competitiveness and sustainability” has evolved from a purely operational relationship into a policy-oriented and multidimensional issue, because on the one hand air accessibility is a prerequisite for the formation and continuity of tourism flows, and on the other hand climate pressures and carbon reduction requirements have imposed serious constraints on flight-dependent tourism growth models. A synthesis of previous studies indicates that although air connectivity and route structures affect tourism demand and, in island destinations, the quality and resilience of air infrastructure and supporting policies determine tourism sustainability, and the technological transition toward low-carbon aviation is not feasible without airport preparedness and managerial frameworks, nevertheless a major gap remains at the level of localized and policy-applicable implementation, and the existing literature has only limitedly formulated a coherent framework for the role of general aviation (GA) in sustainable island tourism, and in the case of Kish Island, no study has systematically identified and prioritized the key components of this role, which this study seeks to address by filling this evident research gap and remedying the absence of a comprehensive conceptual model capable of aligning the multifaceted functions of GA with the specific sustainability requirements of an island ecosystem such as Kish. Accordingly, the main research question of the present study is formulated as follows: What is the role of GA in fostering sustainable urban tourism on Kish Island, and which components/strategies will be prioritized in achieving this role? Methodology This study was conducted using a qualitative approach based on grounded theory in the systematic manner of Strauss and Corbin (1998), and its aim was to develop a conceptual model to explain the role of GA in strengthening sustainable urban tourism on Kish Island. Data were collected through semi-structured interviews. The target population consisted of experts involved in aviation policymaking and operations, tourism management, and urban planning related to Kish. Sampling initially began as criterion-based purposive sampling and then, concurrently with data analysis, continued as theoretical sampling to identify concepts and refine emerging categories and relationships. Interviews were conducted either in person or virtually from June to September 2025 and continued until theoretical saturation was achieved; saturation was reached after the eighteenth interview. Participants were purposively selected from managers and experts of the Civil Aviation Organization, experts of the Kish Free Zone Organization, representatives of the Ministry of Cultural Heritage, Tourism and Handicrafts, and faculty members or specialists in tourism and urban planning. Inclusion criteria comprised at least five years of relevant professional or research experience in tourism or GA, familiarity with the principles of sustainable development, and contextual knowledge of Kish (such as prior responsibility or participation in a Kish-related project or program, or substantive field or professional experience on the island). In addition, international consultants familiar with the Iranian context who had professional experience in GA and small or regional airports and documented collaboration with Iranian institutions or Iran-related projects were also included, identified through professional networks and referrals from domestic experts, and interviewed. Each interview lasted between 45 and 60 minutes, was audio-recorded with the informed consent of the participants, fully transcribed, and ultimately analyzed using MAXQDA12 software. To ensure research ethics, confidentiality, anonymization, and voluntary participation were observed, and all procedures were conducted in accordance with university and institutional research ethics guidelines. The data analysis process in this study was conducted based on the systematic model of Strauss and Corbin (1998) and was carried out in three main coding stages. In the open coding stage, initial concepts and categories (more than 50 conceptual codes such as “improved accessibility,” “environmental sustainability,” and “infrastructural challenges”) were derived from the raw data. Then, in axial coding, relationships among categories were analyzed and four key dimensions, namely economic, environmental, social, and infrastructural, were identified. Finally, during selective coding, these findings were integrated around the central phenomenon of the study, namely “the multifaceted role of GA in achieving sustainable urban tourism,” and the final conceptual model was developed. In this study, ethical considerations, including providing complete and transparent information to participants, maintaining confidentiality and protecting participants’ rights, and related obligations, were fully observed. To validate the research findings, three criteria, “credibility (requesting recoding by two experienced university professors to verify coding accuracy),” “dependability (consultation with professors and experts in this field and obtaining feedback),” and “confirmability (calculation of the inter-coder agreement coefficient at 86%),” were also assessed, and the validity of the coding and the resulting findings was confirmed. Results and discussion At the initial stage of coding, efforts were made to identify categories through open coding and then, during axial coding, to establish relationships among the categories. At the end of this stage, a total of 31 main categories and 125 final concepts were identified and extracted from the coding process, after which their interrelationships were integrated to develop a theoretical model for the role of GA in fostering sustainable urban tourism on Kish Island. “Causal conditions” refer to factors that shape the context and foundation for the occurrence of the main phenomenon of the study, namely “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island,” and temporally precede it. Findings from the in-depth interviews indicated that the phenomenon under study is influenced by a set of structural, policy-related, economic, environmental, and educational challenges that directly contribute to inefficiencies in utilizing the capacities of GA for sustainable tourism development. In the data analysis process, initial codes were derived from the interviewees’ statements and, after aggregation and refinement, common and key codes were identified as final codes. “Contextual conditions” in this study refer to a set of factors and characteristics that, in structural and environmental terms, influence the intensity and manner in which causal challenges affect the utilization of GA capacity for sustainable tourism development on Kish Island. These conditions have a contingent and situational nature and often indirectly influence and shape the transformation of GA and its function in sustainable tourism. “Intervening conditions” in this study refer to a set of factors that, indirectly yet significantly, either accelerate or weaken the impact of GA on sustainable tourism development on Kish Island. Unlike causal conditions (which are foundational) and contextual conditions (which provide the environmental setting), these conditions play a regulatory and mediating role in the dynamics of actions and managerial strategies. The results of the expert interview analysis revealed six main categories and 24 final concepts. The “core phenomenon” in this study is “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island,” which emerges at the intersection of causal, contextual, and intervening conditions. This phenomenon, identified through one main category and six final concepts derived from expert interviews, demonstrates how GA can simultaneously contribute to targeted accessibility, economic empowerment, environmental sustainability, social integration, infrastructural development, and policy integration. “Strategies and actions” consist of seven main categories and 28 final concepts, each directly addressing appropriate strategies for Iran to achieve the positive impacts of GA and overcome the identified barriers. These strategies, focusing on infrastructure, economy, environment, society, law, technology, and governance, provide an operational framework for the sustainable development of GA on Kish Island. “Outcomes” include economic transformation, environmental sustainability, social empowerment, destination competitiveness, infrastructural enhancement, governance innovation, improved tourist experience, and technological advancement, which, if the extracted strategies are implemented, may indicate the effectiveness of the implemented strategies at both the internal and external levels of Iran’s GA industry. Conclusion The findings of the present study, conducted with the aim of identifying and explaining the role of GA in fostering sustainable urban tourism on Kish Island using a qualitative approach and grounded theory, showed that causal conditions (existing challenges), contextual conditions (environmental characteristics), and intervening conditions (moderating factors) play a role in shaping the core phenomenon, namely “the multifaceted role of GA in the development of sustainable urban tourism on Kish Island.” This core phenomenon, through the formulation and implementation of specific strategies across seven areas (infrastructure and operational development, economic and market strengthening, green operations, scientific and cultural development, legal and institutional reform, technological development and innovation, and expansion of international cooperation), leads to desirable outcomes in eight domains (economic transformation, environmental sustainability, social empowerment, destination competitiveness, infrastructural enhancement, governance innovation, technological advancement, and improved tourist experience). Based on the findings of the present study, GA in Iran, particularly on Kish Island, is not merely a transportation tool but can function as a driving force for sustainable development across the economic, social, environmental, institutional, and technological dimensions of Kish Island. However, realizing this potential requires overcoming the structural, infrastructural, policy-related, legal, and cultural challenges that were identified. The proposed strategies provide a practical roadmap for transforming these challenges into opportunities and emphasize the necessity of an integrated, participatory, and long-term approach to the sustainable development of GA on Kish Island. Nevertheless, despite the valuable findings of this study, certain limitations should also be taken into consideration. The qualitative nature of the study and its focus on expert interviews may limit the generalizability of the findings to other regions or communities with different characteristics. Moreover, despite efforts to ensure diversity in participant selection, the perspectives of certain groups, such as tourists or local residents, may have been less adequately reflected. In addition, the country’s evolving political and economic conditions and international developments may affect the implementation of some of the proposed strategies, and finally, examining the environmental implications of certain measures, such as the use of sustainable aviation fuels (SAF), requires more detailed technical and feasibility studies in the local context, which should be examined in future 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.

https://jut.ut.ac.ir/article_106351_d32a08696426afe5945aa25afc04a90a.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 10 The effect of mindfulness, well-being and place attachment on tourist loyalty: A Case study of Chehelsotun palace and Vank cathedral Museums in Isfahan The effect of mindfulness, well-being and place attachment on tourist loyalty: A Case study of Chehelsotun palace and Vank cathedral Museums in Isfahan 55 74 105968 10.22059/jut.2026.400675.1320 FA Leila Mirghadr Department of Tourism, Faculty of Tourism Sciences, Science and Culture University, Tehran, Iran 0009-0004-7871-2806 Mehdi Basouli Department of Tourism, Faculty of Tourism Sciences, Science and Culture University, Tehran, Iran 0000-0002-3787-4938 Manouchehr Jahanian Department of Tourism, Faculty of Tourism Sciences, Science and Culture University, Tehran, Iran 0000-0002-7674-0772 Journal Article 2025 11 30 A B S T R A C T Over recent decades, the incorporation of psychological perspectives into tourism studies has drawn increasing scholarly attention to tourists’ well-being in destinations such as museums. Museums, as experiential spaces and among the most frequently visited attractions within cultural tourism, have demonstrated their capacity to generate long-term social impacts and to provide experiences that contribute to enhancing visitors’ well-being. The aim of the present study is to examine the relationships among visitors’ well-being, mindfulness, place attachment, and loyalty, with flow experience considered as a mediating variable. Data were collected through a questionnaire survey administered to visitors at two museums, Chehelsotun Palace and Vank Cathedral, in Isfahan, yielding 290 valid responses in accordance with the sample size guidelines proposed by Hair et al. (2014). The reliability of the measurement instruments was assessed using Cronbach’s alpha coefficient in SPSS software, while hypotheses were tested using structural equation modeling based on the partial least squares approach implemented through PLS software. The findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. Furthermore, flow experience was found to mediate the relationship between mindfulness and tourists’ sense of well-being. The results also reveal positive and significant relationships between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Overall, the findings may inform museum management practices aimed at enhancing institutional dynamism and promoting the development of well-being-oriented tourism. Extended Abstract Introduction In recent years, tourism scholars have increasingly associated tourist behavior and experiential processes with positive psychological outcomes. Positive psychology focuses on a range of valued experiential states, including well-being, flow, satisfaction, and mindfulness. As a state of mind in which individuals are receptive to novelty and aware of the present, mindfulness is crucial for having satisfying museum experiences. Mindfulness has the potential to enhance the quality and effectiveness of museum experiences, thereby increasing satisfaction and attachment to the museum environment. In leisure and tourism, particularly in the context of museums, mindfulness studies have generally focused on relational factors and the qualities of the learning environment. However, in the context of museum experiences that require a high level of cognitive awareness, there is limited theoretical knowledge of how mindful visits that are novelty-oriented and embrace the present moment without judgment can influence individuals’ well-being experiences. Furthermore, mindfulness has been shown to influence the occurrence and intensity of engrossment experiences, and existing empirical evidence suggests that mindfulness and such experiences are closely related. However, few studies have examined the moderating role of fascination in relation to mindfulness, and no previous research has investigated its mediating effect. Another component influenced by mindfulness is one’s sense of well-being. As current research suggests, hedonic and eudaimonic well-being are related constructs, and some studies in the tourism literature have examined the relationship between hedonic well-being as short-term pleasure and eudaimonic well-being as meaning and self-actualization. Tourism researchers have found that visitors’ hedonic well-being has a positive effect on their eudaimonic well-being. On the other hand, despite this dominant view, other researchers have argued that eudaimonic well-being plays a role in predicting hedonic well-being. Therefore, our knowledge of the simultaneous experience of hedonic and eudaimonic well-being remains unclear. As prior research indicates, current understanding of hedonic and eudaimonic well-being remains limited and fragmented. On the other hand, researchers have commonly employed the PERMA and DRAMMA models to assess tourists’ hedonic and eudaimonic well-being; however, neither international nor domestic studies have applied the DRAMMA model to measure tourists’ sense of well-being. Moreover, only a limited number of studies have examined the effects of eudaimonic well-being on place attachment and tourist loyalty. Nevertheless, no previous study has simultaneously examined the effects of both hedonic and eudaimonic well-being on place attachment and loyalty within a single analytical model. Accordingly, the present study seeks to address these research gaps by answering the following questions: Does mindfulness influence tourists’ sense of well-being? Does the state of fascination mediate the relationship between mindfulness and tourists’ sense of well-being? Does tourists’ sense of well-being influence place attachment? Does tourists’ place attachment influence their loyalty? The findings of this research make a theoretical contribution to the leisure, tourism, and museum literature by clarifying the relationships between mindfulness, flow experience, sense of well-being, place attachment, and loyalty. Furthermore, based on the findings of the present study, this research contributes to museum management and marketing practices. Methodology This study is applied in nature with respect to its research purpose and adopts a quantitative research approach. The statistical population of the study consisted of all tourists who visited Chehelsotun Palace Museum and Vank Cathedral Museum during the period of data collection. Due to the accessibility of respondents at the study sites, convenience sampling was employed. The required sample size was determined based on the guidelines provided by Hair et al. (2014) for structural equation modeling studies. According to Hair et al. (2014), a minimum sample size of 265 respondents was considered sufficient; however, to enhance the accuracy and robustness of the results, a total of 290 participants were included in the final sample. Accordingly, 290 respondents were surveyed, and all distributed questionnaires were fully completed and deemed usable for analysis. Data were collected through a combination of documentary review and field survey methods. The documentary review was used to identify relevant theoretical constructs and measurement scales, while the field survey was conducted using a structured questionnaire administered to tourists at the two museum sites. All questionnaire items were measured using a Likert-type scale, allowing respondents to indicate their level of agreement with each statement. Prior to data analysis, the collected data were screened for completeness and suitability. Data analysis was conducted using structural equation modeling based on the partial least squares (PLS-SEM) approach, which is appropriate for exploratory research and complex models involving mediation relationships. The analysis was implemented using PLS software. The case study of the present research consists of the two museums of Chehelsotun and Vank Church, both of which are among the most prominent cultural and historical attractions in Isfahan. The selection of these two sites was based on their cultural significance and their classification as historical monuments of the city. Moreover, according to statistics from the Cultural Heritage, Handicrafts and Tourism Organization of Isfahan Province, these museums receive the highest number of visitors annually, making them suitable contexts for examining tourists’ experiences and well-being.. Results and discussion The results of the descriptive analysis show that among the 290 sample respondents, 52.8 percent were visitors to the Chehelsotun Museum Garden and 47.2 percent were visitors to the Vank Museum and Church. The results also show that 62.1 percent of the sample were female and 37.9 percent were male. Furthermore, the data analysis shows that 49.3 percent of the tourists were between 20 and 30 years old. A total of 28.6 percent were between 31 and 40 years old, 15.9 percent were between 41 and 50, and 6.2 percent were aged 50 years and above. The results show that 19.7 percent of respondents held diploma and postgraduate degrees, 50.3 percent held bachelor’s degrees, 24.1 percent held master’s degrees, and 5.9 percent held doctoral degrees, with bachelor’s degree holders constituting the largest educational group. The research findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. The results further demonstrate that flow experience plays a mediating role in the relationship between mindfulness and tourists’ sense of well-being. In addition, a positive and significant relationship was identified between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Collectively, these findings provide practical insights for museum management aimed at enhancing organizational dynamism and supporting the development of well-being-oriented tourism. The Kolmogorov–Smirnov test showed that the data were not normally distributed. A sample adequacy test was performed, and the calculated index was 0.92, indicating that the sample size was appropriate. To examine the fit of the measurement models, factor loadings were first assessed, and values above 0.4 confirmed the suitability of the research measurement tool. Cronbach’s alpha and composite reliability tests were performed for the items of each variable. Therefore, the results show that the model presented in this study has appropriate reliability, as the value of each test exceeded 0.7. Conclusion The findings of the study suggest that mindfulness increases visitors’ sense of well-being. These findings support the positive psychology perspective and are consistent with previous studies indicating that mindfulness promotes happiness and enjoyment. According to the findings of the present study, when visitors are curious and receptive to their present-moment experiences, they are more likely to experience hedonic and eudaimonic well-being. Furthermore, the current findings suggest that as individuals’ experience of fascination increases, the relationship between mindfulness and the sense of hedonic and eudaimonic well-being becomes stronger. As individuals’ experiences of fascination increase, the state of mindfulness also increases, which in turn enhances the sense of hedonic and eudaimonic well-being. On the other hand, fascination also encompasses hedonic and eudaimonic well-being, as it creates and reflects a deep sense of pleasure and focus as a state of consciousness. As a result, as visitors experience flow, awareness and attention to the present moment increase, and thus visitors have more enjoyable, pleasant, and meaningful experiences. Therefore, if the two museums of Chehelsotun and Vank Church improve their physical dimensions (the way works are arranged, interpretive panels, use of technology, lighting, etc.) so that visitors feel present during their visit, this can help create and enhance tourists’ sense of well-being. Also, since the flow experience plays a mediating role in the relationship between mindfulness and sense of well-being, the two museums of Chehelsotun and Vank Church should make every effort to create interactive and participatory programs and activities so that visitors are immersed in the activities. Because when flow is experienced by visitors, mindfulness and a sense of well-being also occur. Among other things, strengthening the knowledge and skills of guides and staff can improve their performance in the museum. Also, the findings provide insight into the relationship between hedonic and eudaimonic well-being and place attachment. Therefore, this study extends previous research in the leisure and tourism literature and enriches knowledge of place attachment. Specifically, the study shows a direct and significant effect of museum visitors’ hedonic and eudaimonic well-being on place attachment. Visitors who experience self-expression, personal development, and enjoyment develop a positive attitude and bond toward the place, which leads to museum attachment and loyalty. The findings of this study indicate that the managers and staff of the two museums, Chehelsotun and Vank Church, should meet tourists’ expectations as much as possible and provide enjoyment, growth, and learning opportunities so that visitors become attached to the museum and are willing to revisit and recommend it. 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. A B S T R A C T Over recent decades, the incorporation of psychological perspectives into tourism studies has drawn increasing scholarly attention to tourists’ well-being in destinations such as museums. Museums, as experiential spaces and among the most frequently visited attractions within cultural tourism, have demonstrated their capacity to generate long-term social impacts and to provide experiences that contribute to enhancing visitors’ well-being. The aim of the present study is to examine the relationships among visitors’ well-being, mindfulness, place attachment, and loyalty, with flow experience considered as a mediating variable. Data were collected through a questionnaire survey administered to visitors at two museums, Chehelsotun Palace and Vank Cathedral, in Isfahan, yielding 290 valid responses in accordance with the sample size guidelines proposed by Hair et al. (2014). The reliability of the measurement instruments was assessed using Cronbach’s alpha coefficient in SPSS software, while hypotheses were tested using structural equation modeling based on the partial least squares approach implemented through PLS software. The findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. Furthermore, flow experience was found to mediate the relationship between mindfulness and tourists’ sense of well-being. The results also reveal positive and significant relationships between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Overall, the findings may inform museum management practices aimed at enhancing institutional dynamism and promoting the development of well-being-oriented tourism. Extended Abstract Introduction In recent years, tourism scholars have increasingly associated tourist behavior and experiential processes with positive psychological outcomes. Positive psychology focuses on a range of valued experiential states, including well-being, flow, satisfaction, and mindfulness. As a state of mind in which individuals are receptive to novelty and aware of the present, mindfulness is crucial for having satisfying museum experiences. Mindfulness has the potential to enhance the quality and effectiveness of museum experiences, thereby increasing satisfaction and attachment to the museum environment. In leisure and tourism, particularly in the context of museums, mindfulness studies have generally focused on relational factors and the qualities of the learning environment. However, in the context of museum experiences that require a high level of cognitive awareness, there is limited theoretical knowledge of how mindful visits that are novelty-oriented and embrace the present moment without judgment can influence individuals’ well-being experiences. Furthermore, mindfulness has been shown to influence the occurrence and intensity of engrossment experiences, and existing empirical evidence suggests that mindfulness and such experiences are closely related. However, few studies have examined the moderating role of fascination in relation to mindfulness, and no previous research has investigated its mediating effect. Another component influenced by mindfulness is one’s sense of well-being. As current research suggests, hedonic and eudaimonic well-being are related constructs, and some studies in the tourism literature have examined the relationship between hedonic well-being as short-term pleasure and eudaimonic well-being as meaning and self-actualization. Tourism researchers have found that visitors’ hedonic well-being has a positive effect on their eudaimonic well-being. On the other hand, despite this dominant view, other researchers have argued that eudaimonic well-being plays a role in predicting hedonic well-being. Therefore, our knowledge of the simultaneous experience of hedonic and eudaimonic well-being remains unclear. As prior research indicates, current understanding of hedonic and eudaimonic well-being remains limited and fragmented. On the other hand, researchers have commonly employed the PERMA and DRAMMA models to assess tourists’ hedonic and eudaimonic well-being; however, neither international nor domestic studies have applied the DRAMMA model to measure tourists’ sense of well-being. Moreover, only a limited number of studies have examined the effects of eudaimonic well-being on place attachment and tourist loyalty. Nevertheless, no previous study has simultaneously examined the effects of both hedonic and eudaimonic well-being on place attachment and loyalty within a single analytical model. Accordingly, the present study seeks to address these research gaps by answering the following questions: Does mindfulness influence tourists’ sense of well-being? Does the state of fascination mediate the relationship between mindfulness and tourists’ sense of well-being? Does tourists’ sense of well-being influence place attachment? Does tourists’ place attachment influence their loyalty? The findings of this research make a theoretical contribution to the leisure, tourism, and museum literature by clarifying the relationships between mindfulness, flow experience, sense of well-being, place attachment, and loyalty. Furthermore, based on the findings of the present study, this research contributes to museum management and marketing practices. Methodology This study is applied in nature with respect to its research purpose and adopts a quantitative research approach. The statistical population of the study consisted of all tourists who visited Chehelsotun Palace Museum and Vank Cathedral Museum during the period of data collection. Due to the accessibility of respondents at the study sites, convenience sampling was employed. The required sample size was determined based on the guidelines provided by Hair et al. (2014) for structural equation modeling studies. According to Hair et al. (2014), a minimum sample size of 265 respondents was considered sufficient; however, to enhance the accuracy and robustness of the results, a total of 290 participants were included in the final sample. Accordingly, 290 respondents were surveyed, and all distributed questionnaires were fully completed and deemed usable for analysis. Data were collected through a combination of documentary review and field survey methods. The documentary review was used to identify relevant theoretical constructs and measurement scales, while the field survey was conducted using a structured questionnaire administered to tourists at the two museum sites. All questionnaire items were measured using a Likert-type scale, allowing respondents to indicate their level of agreement with each statement. Prior to data analysis, the collected data were screened for completeness and suitability. Data analysis was conducted using structural equation modeling based on the partial least squares (PLS-SEM) approach, which is appropriate for exploratory research and complex models involving mediation relationships. The analysis was implemented using PLS software. The case study of the present research consists of the two museums of Chehelsotun and Vank Church, both of which are among the most prominent cultural and historical attractions in Isfahan. The selection of these two sites was based on their cultural significance and their classification as historical monuments of the city. Moreover, according to statistics from the Cultural Heritage, Handicrafts and Tourism Organization of Isfahan Province, these museums receive the highest number of visitors annually, making them suitable contexts for examining tourists’ experiences and well-being.. Results and discussion The results of the descriptive analysis show that among the 290 sample respondents, 52.8 percent were visitors to the Chehelsotun Museum Garden and 47.2 percent were visitors to the Vank Museum and Church. The results also show that 62.1 percent of the sample were female and 37.9 percent were male. Furthermore, the data analysis shows that 49.3 percent of the tourists were between 20 and 30 years old. A total of 28.6 percent were between 31 and 40 years old, 15.9 percent were between 41 and 50, and 6.2 percent were aged 50 years and above. The results show that 19.7 percent of respondents held diploma and postgraduate degrees, 50.3 percent held bachelor’s degrees, 24.1 percent held master’s degrees, and 5.9 percent held doctoral degrees, with bachelor’s degree holders constituting the largest educational group. The research findings indicate a positive and statistically significant relationship between mindfulness and tourists’ sense of well-being in museum settings. The results further demonstrate that flow experience plays a mediating role in the relationship between mindfulness and tourists’ sense of well-being. In addition, a positive and significant relationship was identified between tourists’ sense of well-being and place attachment, as well as between place attachment and loyalty. Collectively, these findings provide practical insights for museum management aimed at enhancing organizational dynamism and supporting the development of well-being-oriented tourism. The Kolmogorov–Smirnov test showed that the data were not normally distributed. A sample adequacy test was performed, and the calculated index was 0.92, indicating that the sample size was appropriate. To examine the fit of the measurement models, factor loadings were first assessed, and values above 0.4 confirmed the suitability of the research measurement tool. Cronbach’s alpha and composite reliability tests were performed for the items of each variable. Therefore, the results show that the model presented in this study has appropriate reliability, as the value of each test exceeded 0.7. Conclusion The findings of the study suggest that mindfulness increases visitors’ sense of well-being. These findings support the positive psychology perspective and are consistent with previous studies indicating that mindfulness promotes happiness and enjoyment. According to the findings of the present study, when visitors are curious and receptive to their present-moment experiences, they are more likely to experience hedonic and eudaimonic well-being. Furthermore, the current findings suggest that as individuals’ experience of fascination increases, the relationship between mindfulness and the sense of hedonic and eudaimonic well-being becomes stronger. As individuals’ experiences of fascination increase, the state of mindfulness also increases, which in turn enhances the sense of hedonic and eudaimonic well-being. On the other hand, fascination also encompasses hedonic and eudaimonic well-being, as it creates and reflects a deep sense of pleasure and focus as a state of consciousness. As a result, as visitors experience flow, awareness and attention to the present moment increase, and thus visitors have more enjoyable, pleasant, and meaningful experiences. Therefore, if the two museums of Chehelsotun and Vank Church improve their physical dimensions (the way works are arranged, interpretive panels, use of technology, lighting, etc.) so that visitors feel present during their visit, this can help create and enhance tourists’ sense of well-being. Also, since the flow experience plays a mediating role in the relationship between mindfulness and sense of well-being, the two museums of Chehelsotun and Vank Church should make every effort to create interactive and participatory programs and activities so that visitors are immersed in the activities. Because when flow is experienced by visitors, mindfulness and a sense of well-being also occur. Among other things, strengthening the knowledge and skills of guides and staff can improve their performance in the museum. Also, the findings provide insight into the relationship between hedonic and eudaimonic well-being and place attachment. Therefore, this study extends previous research in the leisure and tourism literature and enriches knowledge of place attachment. Specifically, the study shows a direct and significant effect of museum visitors’ hedonic and eudaimonic well-being on place attachment. Visitors who experience self-expression, personal development, and enjoyment develop a positive attitude and bond toward the place, which leads to museum attachment and loyalty. The findings of this study indicate that the managers and staff of the two museums, Chehelsotun and Vank Church, should meet tourists’ expectations as much as possible and provide enjoyment, growth, and learning opportunities so that visitors become attached to the museum and are willing to revisit and recommend it. 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.

https://jut.ut.ac.ir/article_105968_94073094d4dfc5a980268533e77a8b7d.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 10 Developing Tourism Service Customization Indicators: Establishing the Application of Artificial Intelligence to Enhance Satisfaction Levels: A case study of Sanandaj Developing Tourism Service Customization Indicators: Establishing the Application of Artificial Intelligence to Enhance Satisfaction Levels: A case study of Sanandaj 75 92 106087 10.22059/jut.2026.394374.1292 FA Kyoumars Habibi Department of Urban Planning and Design, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran 0000-0001-5492-8259 Mehdi Saidi Department of Urban Planning and Design, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran 0000-0001-8282-0181 Shadieh Sayari Department of Urban Planning and Design, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran 0000-0002-1965-6312 Hemin Sayari Department of Urban Planning and Design, Faculty of Art and Architecture, University of Kurdistan, Sanandaj, Iran 0009-0003-1474-3358 Journal Article 2025 11 30 A B S T R A C T The tourism industry is increasingly oriented toward service customization as a key strategy for enhancing tourist satisfaction. In this context, artificial intelligence (AI) plays an important role by enabling data analysis, predicting tourist needs, and supporting the delivery of personalized services. Sanandaj, with its distinctive cultural and historical attractions, has considerable potential for the development of customized tourism services. However, the capabilities of artificial intelligence have not yet been fully utilized to attract tourists and enhance their retention in this city. This study aims to develop indicators for service customization in tourism and to provide a practical framework for the application of artificial intelligence in this field, using the city of Sanandaj as a case study. The research adopts a mixed-methods approach integrating quantitative and qualitative techniques. In the quantitative phase, a questionnaire comprising 24 items measured on a Likert scale was administered to tourists during the Nowruz holiday in 2025. A total of 325 valid questionnaires were collected through convenience sampling and analyzed using SPSS software and Pearson correlation analysis. In addition, semi-structured interviews were conducted with experts in the fields of information technology and artificial intelligence to identify key challenges and opportunities related to the use of AI in tourism services. The findings indicate that the quality of online information and the accessibility of digital services have a significant and positive influence on tourist satisfaction. Furthermore, the absence of effective systems for service customization and inadequate information infrastructure were identified as the main challenges. Accordingly, the study recommends that urban managers and tourism industry stakeholders improve digital infrastructure and implement AI-based customized services to enhance tourist experience and satisfaction. Extended Abstract Introduction The tourism industry, as one of the largest and most influential sectors of the global economy, is currently undergoing a fundamental transition toward digitalization. This transformation has been driven by the rapid advancement of digital technologies, with artificial intelligence and information and communication systems playing a central role in reshaping tourism service delivery and tourist–destination interactions. In the contemporary digital environment, tourists are no longer passive recipients of standardized services; instead, they actively seek accurate, up-to-date, and personalized information that enables them to plan their trips independently and efficiently. Artificial intelligence has emerged as a core enabling technology in this transformation. By analyzing large volumes of data and identifying behavioral patterns, AI allows tourism businesses and destination managers to automatically tailor their services at scale. This process, commonly referred to as service customization, aims to enhance tourist satisfaction by offering experiences that correspond closely to individual preferences, needs, and expectations. A growing body of empirical research confirms that customized services significantly increase customer satisfaction, strengthen destination loyalty, and improve the overall perceived value of the travel experience. At the center of this digital evolution are intelligent recommender systems, which play a critical role in reducing the complexity of choice for tourists. These systems assist users in navigating a vast array of destinations, attractions, accommodations, and services by providing targeted and personalized recommendations. Through the integration of AI and machine learning techniques, recommender systems can analyze user behavior, preferences, and feedback, thereby generating more relevant and accurate suggestions. As a result, tourists are better equipped to make informed and optimal decisions, while destinations benefit from improved visitor engagement and satisfaction. Despite the recognized importance of service customization in tourism, objectively measuring the degree of customization and accurately assessing its impact on tourist satisfaction remain challenging. These challenges highlight the need for the development and application of specific quantitative and qualitative indicators capable of capturing both the technical and experiential dimensions of customized online tourism services. This need is particularly evident in destinations with high tourism potential that have not yet fully capitalized on digital opportunities. The city of Sanandaj, the capital of Kurdistan Province in Iran, represents a clear example of such a destination. Sanandaj possesses rich cultural, historical, and natural attractions; however, despite these advantages, it has struggled to effectively attract and retain tourists. Limited utilization of digital technologies and insufficient development of online tourism services have constrained the city’s competitiveness in an increasingly digital tourism market. Given the central role of digital technologies and the proven impact of service customization on tourist satisfaction and loyalty, the present study investigates opportunities for customizing tourism services through online information platforms in Sanandaj. The research focuses on the Kurdistan Provincial Tourism Website (KurdTourism.com), specifically its sections related to Sanandaj. The main research question guiding this study is: How can the development of indicators for measuring the level of tourism service customization help evaluate its impact on tourist satisfaction in the city of Sanandaj? The ultimate objectives of this research are to analyze existing challenges and opportunities, propose strategies for optimizing online tourism services, and contribute to improving tourist experiences and increasing visitor retention in Sanandaj. By addressing these issues, the study seeks to provide a foundation for evidence-based digital transformation in emerging tourism destinations. Methodology This study examines the impact of digital technologies on tourism service customization and tourist satisfaction in Sanandaj, with the aim of proposing practical solutions for enhancing online services and improving visitor satisfaction. A mixed-methods research design, combining quantitative and qualitative approaches, was adopted to ensure a comprehensive understanding of the research problem. The study population consisted of tourists who visited Sanandaj during the period from March 2025 to mid-April 2025. A total of 325 questionnaires were distributed among visitors, of which 300 were completed fully and deemed suitable for analysis. The quantitative data were collected using a structured questionnaire containing 24 items designed to measure various dimensions of online tourism services, service customization, and tourist satisfaction. These data were analyzed using SPSS software, and Pearson correlation analysis was employed to examine the relationships between service-related variables and tourist satisfaction. This statistical approach allowed for the identification of significant associations and the relative strength of different service dimensions. In addition to the quantitative component, 20 semi-structured interviews were conducted with experts in information technology, artificial intelligence, and tourism development. These interviews aimed to capture in-depth insights into the strengths and weaknesses of the tourism website, the current state of digital infrastructure, and the feasibility of implementing intelligent and customized tourism services. By integrating quantitative findings with qualitative expert perspectives, the study identifies key factors influencing tourism service customization and tourist satisfaction, and formulates practical recommendations for improving online tourism services in Sanandaj. Results and discussion Tourist satisfaction was evaluated through the integration of quantitative analysis (Pearson correlation test) and qualitative analysis (semi-structured expert interviews), focusing on five key dimensions of online tourism services provided by the Sanandaj tourism website. The first dimension, access to online information, revealed clear priorities among tourists. Quantitative results showed that the quality and quantity of information resources had the strongest positive correlation with tourist satisfaction (r = 0.468). Other critical components, such as information diversity (r = 0.389) and information clarity (r = 0.375), also demonstrated significant positive relationships with satisfaction. These findings underscore the importance of rich, multidimensional, and well-presented content from the users’ perspective. However, qualitative insights obtained from expert interviews revealed a substantial practical gap. Experts emphasized that much of the website’s information is outdated and lacks regular updates. They also noted that the content focuses primarily on well-known attractions while neglecting lesser-known sites with significant tourism potential. Additionally, experts highlighted the presence of vague and insufficient information in several sections. These qualitative findings explain why, despite high statistical significance, considerable room for improvement remains in this dimension. The second dimension, service customization, yielded particularly revealing results. Quantitative analysis indicated that none of the measured components, such as user data analysis, personalized recommendations, feedback mechanisms, responsiveness to specific needs, or awareness of changing user preferences, showed a statistically significant relationship with tourist satisfaction. These results clearly indicate that service customization does not currently play a meaningful role in the user experience. The qualitative findings provide essential context for interpreting these results. Experts unanimously agreed that the website lacks any active intelligent mechanisms or personalized interaction features. The absence of data analytics systems, feedback sections, and personalized response capabilities confirms that service customization components are not merely ineffective but largely nonexistent in practice. The third dimension, user experience, demonstrated relative success in the quantitative analysis. Support for multiple devices exhibited the strongest positive correlation with tourist satisfaction across the entire study (r = 0.528). Website design, user interface, and the influence of content on tourists’ perceptions also showed strong and positive correlations. These results highlight the importance of accessibility, visual appeal, and impactful content. Nevertheless, expert assessments painted a more critical picture. The website’s design was described as outdated and visually unengaging, and the mobile version was identified as poorly optimized. Technical issues, such as slow loading speeds, and service shortcomings, including the absence of online support, user guides, and instructional videos, were also noted. Thus, while multi-platform accessibility is highly valued by users, the quality of its implementation remains suboptimal. The fourth dimension, social and cultural impacts, revealed that tourists value cultural awareness and the preservation of local values, both of which showed significant positive correlations with satisfaction. In contrast, experts argued that the website’s influence in this area is superficial and limited. They emphasized the lack of features facilitating social interaction between tourists and the host community, as well as the complete absence of content related to sustainable tourism. This discrepancy suggests that the website has not fully realized its potential as a cultural bridge or a promoter of social responsibility. Finally, the fifth dimension, trust in technology, showed that only trust in the website itself had a significant relationship with tourist satisfaction, while more structural components, such as privacy transparency, brand credibility, and perceptions of security risks, had no significant effect. This may indicate that users primarily rely on visible content and surface-level impressions. However, experts issued serious warnings regarding the fragility of this trust. They pointed to the lack of credible information sources, the absence of an SSL security certificate, and unclear privacy policies. These qualitative findings suggest that the foundation of trust is weak and that user satisfaction could quickly deteriorate as awareness of these infrastructural deficiencies increases. Conclusion The findings of this study clearly demonstrate that the quality of online tourism services plays a decisive role in shaping service customization and tourist satisfaction in the city of Sanandaj. Multi-platform support and the quality of information resources emerged as the most influential factors, exhibiting the strongest positive correlations with tourist satisfaction. These results align with previous research emphasizing the critical importance of reliable and accessible online content in contemporary tourism. However, qualitative evidence from expert interviews reveals two major structural challenges: the absence of intelligent and effective systems for delivering customized services, and the lack of accurate, up-to-date, and comprehensive information about tourist attractions. These shortcomings not only diminish the quality of the tourist experience but also reflect broader weaknesses in the city’s information and communication technology (ICT) infrastructure. Comparative insights suggest that Sanandaj has underperformed in adopting digital technologies and developing related infrastructure compared to similar destinations. Insufficient investment in digital tourism has contributed to feelings of insecurity, dissatisfaction, and uncertainty among visitors regarding the destination’s efficiency and attractiveness. Consequently, transforming digital infrastructure and enhancing online service quality should be considered a prerequisite for increasing tourist retention. Moving toward sustainable tourism development in Sanandaj requires immediate focus on the implementation of intelligent service customization systems based on artificial intelligence, substantial improvement in the quality, quantity, and interactivity of tourism information, and the facilitation of inclusive access to services and attractions through digital channels. Future research may further advance this agenda by conducting comparative studies with successful destinations, analyzing the economic impacts of intelligent tourism services, and exploring the role of social media in destination marketing. From a broader perspective, the implications of this study extend beyond Sanandaj and contribute directly to tourism development strategies. By demonstrating the critical role of service customization in enhancing tourist satisfaction, this research provides a practical framework for emerging destinations seeking to improve competitiveness in the digital tourism market. Moreover, the findings highlight how investment in intelligent online services can support sustainable tourism growth, strengthen destination branding, and increase visitor loyalty. Ultimately, the adoption of data-driven and customized tourism services can foster more inclusive, resilient, and experience-oriented tourism development. Funding In this research, there is no funding support. Funding In this research, there is no funding support. Authors’ Contribution The authors were equally involved in the conception and writing of the work. The authors confirmed the content of the manuscript and agreed on all aspects of the work. Conflict of Interest The authors declare that there was no conflict of interest in this study. Acknowledgements The authors are grateful to those who have contributed to the improvement of this article through their scientific recommendations. A B S T R A C T The tourism industry is increasingly oriented toward service customization as a key strategy for enhancing tourist satisfaction. In this context, artificial intelligence (AI) plays an important role by enabling data analysis, predicting tourist needs, and supporting the delivery of personalized services. Sanandaj, with its distinctive cultural and historical attractions, has considerable potential for the development of customized tourism services. However, the capabilities of artificial intelligence have not yet been fully utilized to attract tourists and enhance their retention in this city. This study aims to develop indicators for service customization in tourism and to provide a practical framework for the application of artificial intelligence in this field, using the city of Sanandaj as a case study. The research adopts a mixed-methods approach integrating quantitative and qualitative techniques. In the quantitative phase, a questionnaire comprising 24 items measured on a Likert scale was administered to tourists during the Nowruz holiday in 2025. A total of 325 valid questionnaires were collected through convenience sampling and analyzed using SPSS software and Pearson correlation analysis. In addition, semi-structured interviews were conducted with experts in the fields of information technology and artificial intelligence to identify key challenges and opportunities related to the use of AI in tourism services. The findings indicate that the quality of online information and the accessibility of digital services have a significant and positive influence on tourist satisfaction. Furthermore, the absence of effective systems for service customization and inadequate information infrastructure were identified as the main challenges. Accordingly, the study recommends that urban managers and tourism industry stakeholders improve digital infrastructure and implement AI-based customized services to enhance tourist experience and satisfaction. Extended Abstract Introduction The tourism industry, as one of the largest and most influential sectors of the global economy, is currently undergoing a fundamental transition toward digitalization. This transformation has been driven by the rapid advancement of digital technologies, with artificial intelligence and information and communication systems playing a central role in reshaping tourism service delivery and tourist–destination interactions. In the contemporary digital environment, tourists are no longer passive recipients of standardized services; instead, they actively seek accurate, up-to-date, and personalized information that enables them to plan their trips independently and efficiently. Artificial intelligence has emerged as a core enabling technology in this transformation. By analyzing large volumes of data and identifying behavioral patterns, AI allows tourism businesses and destination managers to automatically tailor their services at scale. This process, commonly referred to as service customization, aims to enhance tourist satisfaction by offering experiences that correspond closely to individual preferences, needs, and expectations. A growing body of empirical research confirms that customized services significantly increase customer satisfaction, strengthen destination loyalty, and improve the overall perceived value of the travel experience. At the center of this digital evolution are intelligent recommender systems, which play a critical role in reducing the complexity of choice for tourists. These systems assist users in navigating a vast array of destinations, attractions, accommodations, and services by providing targeted and personalized recommendations. Through the integration of AI and machine learning techniques, recommender systems can analyze user behavior, preferences, and feedback, thereby generating more relevant and accurate suggestions. As a result, tourists are better equipped to make informed and optimal decisions, while destinations benefit from improved visitor engagement and satisfaction. Despite the recognized importance of service customization in tourism, objectively measuring the degree of customization and accurately assessing its impact on tourist satisfaction remain challenging. These challenges highlight the need for the development and application of specific quantitative and qualitative indicators capable of capturing both the technical and experiential dimensions of customized online tourism services. This need is particularly evident in destinations with high tourism potential that have not yet fully capitalized on digital opportunities. The city of Sanandaj, the capital of Kurdistan Province in Iran, represents a clear example of such a destination. Sanandaj possesses rich cultural, historical, and natural attractions; however, despite these advantages, it has struggled to effectively attract and retain tourists. Limited utilization of digital technologies and insufficient development of online tourism services have constrained the city’s competitiveness in an increasingly digital tourism market. Given the central role of digital technologies and the proven impact of service customization on tourist satisfaction and loyalty, the present study investigates opportunities for customizing tourism services through online information platforms in Sanandaj. The research focuses on the Kurdistan Provincial Tourism Website (KurdTourism.com), specifically its sections related to Sanandaj. The main research question guiding this study is: How can the development of indicators for measuring the level of tourism service customization help evaluate its impact on tourist satisfaction in the city of Sanandaj? The ultimate objectives of this research are to analyze existing challenges and opportunities, propose strategies for optimizing online tourism services, and contribute to improving tourist experiences and increasing visitor retention in Sanandaj. By addressing these issues, the study seeks to provide a foundation for evidence-based digital transformation in emerging tourism destinations. Methodology This study examines the impact of digital technologies on tourism service customization and tourist satisfaction in Sanandaj, with the aim of proposing practical solutions for enhancing online services and improving visitor satisfaction. A mixed-methods research design, combining quantitative and qualitative approaches, was adopted to ensure a comprehensive understanding of the research problem. The study population consisted of tourists who visited Sanandaj during the period from March 2025 to mid-April 2025. A total of 325 questionnaires were distributed among visitors, of which 300 were completed fully and deemed suitable for analysis. The quantitative data were collected using a structured questionnaire containing 24 items designed to measure various dimensions of online tourism services, service customization, and tourist satisfaction. These data were analyzed using SPSS software, and Pearson correlation analysis was employed to examine the relationships between service-related variables and tourist satisfaction. This statistical approach allowed for the identification of significant associations and the relative strength of different service dimensions. In addition to the quantitative component, 20 semi-structured interviews were conducted with experts in information technology, artificial intelligence, and tourism development. These interviews aimed to capture in-depth insights into the strengths and weaknesses of the tourism website, the current state of digital infrastructure, and the feasibility of implementing intelligent and customized tourism services. By integrating quantitative findings with qualitative expert perspectives, the study identifies key factors influencing tourism service customization and tourist satisfaction, and formulates practical recommendations for improving online tourism services in Sanandaj. Results and discussion Tourist satisfaction was evaluated through the integration of quantitative analysis (Pearson correlation test) and qualitative analysis (semi-structured expert interviews), focusing on five key dimensions of online tourism services provided by the Sanandaj tourism website. The first dimension, access to online information, revealed clear priorities among tourists. Quantitative results showed that the quality and quantity of information resources had the strongest positive correlation with tourist satisfaction (r = 0.468). Other critical components, such as information diversity (r = 0.389) and information clarity (r = 0.375), also demonstrated significant positive relationships with satisfaction. These findings underscore the importance of rich, multidimensional, and well-presented content from the users’ perspective. However, qualitative insights obtained from expert interviews revealed a substantial practical gap. Experts emphasized that much of the website’s information is outdated and lacks regular updates. They also noted that the content focuses primarily on well-known attractions while neglecting lesser-known sites with significant tourism potential. Additionally, experts highlighted the presence of vague and insufficient information in several sections. These qualitative findings explain why, despite high statistical significance, considerable room for improvement remains in this dimension. The second dimension, service customization, yielded particularly revealing results. Quantitative analysis indicated that none of the measured components, such as user data analysis, personalized recommendations, feedback mechanisms, responsiveness to specific needs, or awareness of changing user preferences, showed a statistically significant relationship with tourist satisfaction. These results clearly indicate that service customization does not currently play a meaningful role in the user experience. The qualitative findings provide essential context for interpreting these results. Experts unanimously agreed that the website lacks any active intelligent mechanisms or personalized interaction features. The absence of data analytics systems, feedback sections, and personalized response capabilities confirms that service customization components are not merely ineffective but largely nonexistent in practice. The third dimension, user experience, demonstrated relative success in the quantitative analysis. Support for multiple devices exhibited the strongest positive correlation with tourist satisfaction across the entire study (r = 0.528). Website design, user interface, and the influence of content on tourists’ perceptions also showed strong and positive correlations. These results highlight the importance of accessibility, visual appeal, and impactful content. Nevertheless, expert assessments painted a more critical picture. The website’s design was described as outdated and visually unengaging, and the mobile version was identified as poorly optimized. Technical issues, such as slow loading speeds, and service shortcomings, including the absence of online support, user guides, and instructional videos, were also noted. Thus, while multi-platform accessibility is highly valued by users, the quality of its implementation remains suboptimal. The fourth dimension, social and cultural impacts, revealed that tourists value cultural awareness and the preservation of local values, both of which showed significant positive correlations with satisfaction. In contrast, experts argued that the website’s influence in this area is superficial and limited. They emphasized the lack of features facilitating social interaction between tourists and the host community, as well as the complete absence of content related to sustainable tourism. This discrepancy suggests that the website has not fully realized its potential as a cultural bridge or a promoter of social responsibility. Finally, the fifth dimension, trust in technology, showed that only trust in the website itself had a significant relationship with tourist satisfaction, while more structural components, such as privacy transparency, brand credibility, and perceptions of security risks, had no significant effect. This may indicate that users primarily rely on visible content and surface-level impressions. However, experts issued serious warnings regarding the fragility of this trust. They pointed to the lack of credible information sources, the absence of an SSL security certificate, and unclear privacy policies. These qualitative findings suggest that the foundation of trust is weak and that user satisfaction could quickly deteriorate as awareness of these infrastructural deficiencies increases. Conclusion The findings of this study clearly demonstrate that the quality of online tourism services plays a decisive role in shaping service customization and tourist satisfaction in the city of Sanandaj. Multi-platform support and the quality of information resources emerged as the most influential factors, exhibiting the strongest positive correlations with tourist satisfaction. These results align with previous research emphasizing the critical importance of reliable and accessible online content in contemporary tourism. However, qualitative evidence from expert interviews reveals two major structural challenges: the absence of intelligent and effective systems for delivering customized services, and the lack of accurate, up-to-date, and comprehensive information about tourist attractions. These shortcomings not only diminish the quality of the tourist experience but also reflect broader weaknesses in the city’s information and communication technology (ICT) infrastructure. Comparative insights suggest that Sanandaj has underperformed in adopting digital technologies and developing related infrastructure compared to similar destinations. Insufficient investment in digital tourism has contributed to feelings of insecurity, dissatisfaction, and uncertainty among visitors regarding the destination’s efficiency and attractiveness. Consequently, transforming digital infrastructure and enhancing online service quality should be considered a prerequisite for increasing tourist retention. Moving toward sustainable tourism development in Sanandaj requires immediate focus on the implementation of intelligent service customization systems based on artificial intelligence, substantial improvement in the quality, quantity, and interactivity of tourism information, and the facilitation of inclusive access to services and attractions through digital channels. Future research may further advance this agenda by conducting comparative studies with successful destinations, analyzing the economic impacts of intelligent tourism services, and exploring the role of social media in destination marketing. From a broader perspective, the implications of this study extend beyond Sanandaj and contribute directly to tourism development strategies. By demonstrating the critical role of service customization in enhancing tourist satisfaction, this research provides a practical framework for emerging destinations seeking to improve competitiveness in the digital tourism market. Moreover, the findings highlight how investment in intelligent online services can support sustainable tourism growth, strengthen destination branding, and increase visitor loyalty. Ultimately, the adoption of data-driven and customized tourism services can foster more inclusive, resilient, and experience-oriented tourism development. Funding In this research, there is no funding support. Funding In this research, there is no funding support. Authors’ Contribution The authors were equally involved in the conception and writing of the work. The authors confirmed the content of the manuscript and agreed on all aspects of the work. Conflict of Interest The authors declare that there was no conflict of interest in this study. Acknowledgements The authors are grateful to those who have contributed to the improvement of this article through their scientific recommendations.

https://jut.ut.ac.ir/article_106087_8025c73219d958dbd12b327146509192.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 10 Identifying Obstacles Affecting the Development of Child Tourism in Rasht Identifying Obstacles Affecting the Development of Child Tourism in Rasht 93 107 104059 10.22059/jut.2025.386239.1247 FA Kobra Mahmudi Department of urban planing, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran Rroshan Babaee Hemati Guilan Research Center, University of Guilan, Rasht, Iran Mehdi Hesam Department of urban planing, Faculty of Literature and Humanities, University of Guilan, Rasht, Iran 0000-0002-9556-6167 Journal Article 2025 11 30 A B S T R A C T In recent years, child tourism has garnered the attention of experts and planners due to the significance of childhood and the impact of tourism on the development of children's personalities. Therefore, this study examines the factors affecting the development of child tourism in Rasht, as one of the most important tourist destinations in Iran. This research was conducted with an applied objective, utilizing a descriptive survey method and a cross-sectional field study approach. The present study was conducted in two qualitative and quantitative parts. In the first part, the objective was to identify obstacles to the development of child tourism in Rasht, which was achieved by conducting interviews with 23 experts from the General Directorate of Cultural Heritage, Tourism, and Handicrafts of Guilan Province, travel agency employees, and tourists entering Rasht until the theoretical saturation stage was reached. The obtained data were analyzed using the basic method and in MAXQDA software. In the second part, the statistical population consisted of tourists, from whom 384 were randomly selected as a sample to complete the questionnaire. The results showed that from the experts' point of view, the factors affecting child tourism in Rasht fall into 5 categories as economic, socio-cultural, environmental, managerial, and infrastructural. Additionally, from the tourists' perspective, safety and security, as well as managerial, infrastructural, economic, environmental, social, and cultural components, are important priorities in child tourism. Extended Abstract Introduction Today, in many countries, the tourism industry is recognized as a key source of income, employment, private sector growth, and infrastructure development. One of the target groups that has recently received attention in tourism is children and adolescents, and they are referred to as child tourism. Child tourism is very important from the perspective of developed countries because it is considered a type of human development. Travel spaces have much more profound effects on children than on adults. Effects that may seem simple on the surface are deep and rooted, and this can be observed in the memories that children carry after their travels. On the other hand, a child who does not experience purposeful travel in his childhood, with all his interests and tastes, is less likely to be an individual tourist who travels with a purpose, knows the destination, understands the environment, enjoys the trip based on his purpose, and acts positively and effectively upon his return. Perhaps it is better to say that when a child's childhood structure is not properly formed in relation to the environment, travel, nature, and the child's personal identity, he cannot take steps towards sustainable development as an individual or citizen in adulthood. Rasht was one of the 12 pilot cities as a child-friendly city in the country in 2010. A child-friendly city is a new approach to urban planning that, by addressing children in the city and considering them as full citizens, seeks to provide a favorable and suitable space for children to grow and develop, as well as create a suitable environment for forming lasting memories. Rasht, with its numerous natural, historical, and cultural attractions, has been working towards achieving this goal by creating special spaces for children and adolescents in recent years. Therefore, the purpose of the present study is to investigate the factors affecting child tourism in Rasht. Methodology The present study is an applied research in terms of its purpose and a descriptive research in terms of its method and nature, and is considered cross-sectional in terms of its period. The method used in this study combines library, field, and survey research methods. The statistical population of this study, comprising the qualitative and interview parts, consists of 23 employees from the General Department of Cultural Heritage, Handicrafts, and Tourism of Guilan Province, employees of travel agencies, and tourists entering the city of Rasht who have a child under the age of 18. Additionally, the quantitative part of this study includes the statistical population of all parents (tourists) entering Rasht. Sampling was conducted using a convenience method, and participants were randomly selected from among these individuals. Thus, 385 people were selected as the statistical sample of this study. The collected data were analyzed using descriptive statistics (frequency distribution tables and graphs) and inferential statistics. In the qualitative section, the grounded theory method and MAXQDA software were used to analyze the data. First, open coding was performed. Then, concepts were created by combining the initial codes, and finally, categories were extracted and analyzed. In the next section, the presented components were comprehensively and accurately tested by quantifying them based on a questionnaire. In the quantitative section, descriptive statistics and SPSS26 software were used to prioritize these components. Results and discussion In order to identify and explain the obstacles to the development of child tourism in Rasht, interviews were conducted with 23 people in three groups: experts, tourists, and business investors. Most of the interviews were conducted in person, while a small number were conducted virtually due to limited access to individuals. The interviews proceeded to the theoretical saturation stage, at which point the interviewees expressed no new issues. During the interview process, the conversations were conducted openly, and the interviewees expressed their opinions and thoughts. The results obtained from the interviews were entered into the MAXQDA software and categorized into 120 codes, classified in the relevant tables. After merging similar codes, different frequencies were identified, and similar concepts were grouped into a single code. In total, the number of categories obtained was 5, under the titles of economic, social, environmental, management, and infrastructure, and the concepts obtained comprised 23 indicators. According to the results of the binomial test, they have an impact on the design of children's tourism packages. Regarding the economic indicator, 66 percent of the respondents believe that it has an impact greater than average, i.e. 3, on children's tourism. In the social and cultural indicator, 241 people, or 65 percent, believed that the impact was greater than average. In the environmental, safety, and security index, 63% of respondents gave a score of 3 or higher. In the infrastructure and management index, 61 and 62%, respectively, chose more than 3. Conclusion Tourism is a journey that is carried out with the motive of traveling and the purpose of enjoyment, recreation and relaxation. Tourism is one of the fastest growing economic sectors. Leading countries in this dimension of economic activities annually allocate a major share of the income from the arrival of tourists. There is no age requirement in tourism, therefore children can be considered tourists. Children are among those social groups that have not received much attention in tourism to meet their present and future needs and special demands. Children, who are considered to be supportable members of society, are often present with their families on many trips and can have a great influence on their parents; whether in deciding on the destination or in the activities they do there. In the course of expanding the discourse of tourism for all, today child tourism is recognized and accepted as an important part of tourism, however, child tourism is a new and emerging issue that has received less attention. In this type of tourism, efforts are made to respond to children's needs for tourism as an activity worthy of attention, taking into account the special considerations of children. In this regard, little research has been done in the field of child tourism and the factors affecting it. Therefore, this study was conducted with the aim of investigating the factors affecting child tourism in the city of Rasht. The results showed that from the perspective of experts in this field, the effective indicators in the development of child tourism fall under 5 categories of core factors: economic, socio-cultural, environmental, management and infrastructure. Also, from the perspective of tourists, safety and security, management, infrastructure, economic, environmental, social and cultural components are among the important and considered priorities in child tourism. In explaining the results, it should be stated that one of the most important pillars of the development of child tourism in the country, in addition to the aesthetic feeling of children and the economic factor that is the foundation of tourism design and development in all areas, is to consider social security and maintain the safety and health of children and observe safety standards in the design of tourism spaces. Another component is the social factor. In this case, since the tourism industry is a socio-environmental process and the presence of child tourists in the family and participation with the community of other tourists and the host community occurs, the existence and observance of social and cultural criteria provide the basis for child satisfaction and the development of this type of tourism. Attention to environmental factors is also another influential component in the design and development of child tourism packages. In this regard, it should be said that child-friendly spaces mainly seek to create a suitable environment in tourism environments for entertainment and recreation, education, intellectual and social development of these people, which should be free from any environmental issues and problems, including air and water pollution, soil pollution, noise pollution and the use of environmentally destructive pollutants. Another important component is the management component. In general, the management of the tourism industry in any region requires the development of a management plan appropriate to the ecological, economic and social characteristics of that region, which helps to manage tourism, facilities and amenities related to it. Therefore, attention to management issues in the macro and governmental fields and the adoption of policies in the field of child tourism are very vital. Regarding the existence of the necessary infrastructure, it should be said that every society in every field needs appropriate software and hardware facilities to meet its needs. In the field of child tourism, urban facilities and services, as well as the existence of infrastructure in the field of entertainment and child tourism, are basic prerequisites. According to the results of the research, it is suggested that tourism activists, including tourism offices, should help the prosperity of child tourism by organizing various tourism tours, especially cultural and nature tours, in accordance with the needs of children in places such as nature or museums and historical monuments, and organizing important events and happenings for children, including storytelling, children's games, painting or sculpture, etc. Also, by preparing and compiling a long-term plan and adopting the necessary policies and also observing international standards in the field of child tourism, it is possible to develop this part of tourism in the country's tourist areas. 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. A B S T R A C T In recent years, child tourism has garnered the attention of experts and planners due to the significance of childhood and the impact of tourism on the development of children's personalities. Therefore, this study examines the factors affecting the development of child tourism in Rasht, as one of the most important tourist destinations in Iran. This research was conducted with an applied objective, utilizing a descriptive survey method and a cross-sectional field study approach. The present study was conducted in two qualitative and quantitative parts. In the first part, the objective was to identify obstacles to the development of child tourism in Rasht, which was achieved by conducting interviews with 23 experts from the General Directorate of Cultural Heritage, Tourism, and Handicrafts of Guilan Province, travel agency employees, and tourists entering Rasht until the theoretical saturation stage was reached. The obtained data were analyzed using the basic method and in MAXQDA software. In the second part, the statistical population consisted of tourists, from whom 384 were randomly selected as a sample to complete the questionnaire. The results showed that from the experts' point of view, the factors affecting child tourism in Rasht fall into 5 categories as economic, socio-cultural, environmental, managerial, and infrastructural. Additionally, from the tourists' perspective, safety and security, as well as managerial, infrastructural, economic, environmental, social, and cultural components, are important priorities in child tourism. Extended Abstract Introduction Today, in many countries, the tourism industry is recognized as a key source of income, employment, private sector growth, and infrastructure development. One of the target groups that has recently received attention in tourism is children and adolescents, and they are referred to as child tourism. Child tourism is very important from the perspective of developed countries because it is considered a type of human development. Travel spaces have much more profound effects on children than on adults. Effects that may seem simple on the surface are deep and rooted, and this can be observed in the memories that children carry after their travels. On the other hand, a child who does not experience purposeful travel in his childhood, with all his interests and tastes, is less likely to be an individual tourist who travels with a purpose, knows the destination, understands the environment, enjoys the trip based on his purpose, and acts positively and effectively upon his return. Perhaps it is better to say that when a child's childhood structure is not properly formed in relation to the environment, travel, nature, and the child's personal identity, he cannot take steps towards sustainable development as an individual or citizen in adulthood. Rasht was one of the 12 pilot cities as a child-friendly city in the country in 2010. A child-friendly city is a new approach to urban planning that, by addressing children in the city and considering them as full citizens, seeks to provide a favorable and suitable space for children to grow and develop, as well as create a suitable environment for forming lasting memories. Rasht, with its numerous natural, historical, and cultural attractions, has been working towards achieving this goal by creating special spaces for children and adolescents in recent years. Therefore, the purpose of the present study is to investigate the factors affecting child tourism in Rasht. Methodology The present study is an applied research in terms of its purpose and a descriptive research in terms of its method and nature, and is considered cross-sectional in terms of its period. The method used in this study combines library, field, and survey research methods. The statistical population of this study, comprising the qualitative and interview parts, consists of 23 employees from the General Department of Cultural Heritage, Handicrafts, and Tourism of Guilan Province, employees of travel agencies, and tourists entering the city of Rasht who have a child under the age of 18. Additionally, the quantitative part of this study includes the statistical population of all parents (tourists) entering Rasht. Sampling was conducted using a convenience method, and participants were randomly selected from among these individuals. Thus, 385 people were selected as the statistical sample of this study. The collected data were analyzed using descriptive statistics (frequency distribution tables and graphs) and inferential statistics. In the qualitative section, the grounded theory method and MAXQDA software were used to analyze the data. First, open coding was performed. Then, concepts were created by combining the initial codes, and finally, categories were extracted and analyzed. In the next section, the presented components were comprehensively and accurately tested by quantifying them based on a questionnaire. In the quantitative section, descriptive statistics and SPSS26 software were used to prioritize these components. Results and discussion In order to identify and explain the obstacles to the development of child tourism in Rasht, interviews were conducted with 23 people in three groups: experts, tourists, and business investors. Most of the interviews were conducted in person, while a small number were conducted virtually due to limited access to individuals. The interviews proceeded to the theoretical saturation stage, at which point the interviewees expressed no new issues. During the interview process, the conversations were conducted openly, and the interviewees expressed their opinions and thoughts. The results obtained from the interviews were entered into the MAXQDA software and categorized into 120 codes, classified in the relevant tables. After merging similar codes, different frequencies were identified, and similar concepts were grouped into a single code. In total, the number of categories obtained was 5, under the titles of economic, social, environmental, management, and infrastructure, and the concepts obtained comprised 23 indicators. According to the results of the binomial test, they have an impact on the design of children's tourism packages. Regarding the economic indicator, 66 percent of the respondents believe that it has an impact greater than average, i.e. 3, on children's tourism. In the social and cultural indicator, 241 people, or 65 percent, believed that the impact was greater than average. In the environmental, safety, and security index, 63% of respondents gave a score of 3 or higher. In the infrastructure and management index, 61 and 62%, respectively, chose more than 3. Conclusion Tourism is a journey that is carried out with the motive of traveling and the purpose of enjoyment, recreation and relaxation. Tourism is one of the fastest growing economic sectors. Leading countries in this dimension of economic activities annually allocate a major share of the income from the arrival of tourists. There is no age requirement in tourism, therefore children can be considered tourists. Children are among those social groups that have not received much attention in tourism to meet their present and future needs and special demands. Children, who are considered to be supportable members of society, are often present with their families on many trips and can have a great influence on their parents; whether in deciding on the destination or in the activities they do there. In the course of expanding the discourse of tourism for all, today child tourism is recognized and accepted as an important part of tourism, however, child tourism is a new and emerging issue that has received less attention. In this type of tourism, efforts are made to respond to children's needs for tourism as an activity worthy of attention, taking into account the special considerations of children. In this regard, little research has been done in the field of child tourism and the factors affecting it. Therefore, this study was conducted with the aim of investigating the factors affecting child tourism in the city of Rasht. The results showed that from the perspective of experts in this field, the effective indicators in the development of child tourism fall under 5 categories of core factors: economic, socio-cultural, environmental, management and infrastructure. Also, from the perspective of tourists, safety and security, management, infrastructure, economic, environmental, social and cultural components are among the important and considered priorities in child tourism. In explaining the results, it should be stated that one of the most important pillars of the development of child tourism in the country, in addition to the aesthetic feeling of children and the economic factor that is the foundation of tourism design and development in all areas, is to consider social security and maintain the safety and health of children and observe safety standards in the design of tourism spaces. Another component is the social factor. In this case, since the tourism industry is a socio-environmental process and the presence of child tourists in the family and participation with the community of other tourists and the host community occurs, the existence and observance of social and cultural criteria provide the basis for child satisfaction and the development of this type of tourism. Attention to environmental factors is also another influential component in the design and development of child tourism packages. In this regard, it should be said that child-friendly spaces mainly seek to create a suitable environment in tourism environments for entertainment and recreation, education, intellectual and social development of these people, which should be free from any environmental issues and problems, including air and water pollution, soil pollution, noise pollution and the use of environmentally destructive pollutants. Another important component is the management component. In general, the management of the tourism industry in any region requires the development of a management plan appropriate to the ecological, economic and social characteristics of that region, which helps to manage tourism, facilities and amenities related to it. Therefore, attention to management issues in the macro and governmental fields and the adoption of policies in the field of child tourism are very vital. Regarding the existence of the necessary infrastructure, it should be said that every society in every field needs appropriate software and hardware facilities to meet its needs. In the field of child tourism, urban facilities and services, as well as the existence of infrastructure in the field of entertainment and child tourism, are basic prerequisites. According to the results of the research, it is suggested that tourism activists, including tourism offices, should help the prosperity of child tourism by organizing various tourism tours, especially cultural and nature tours, in accordance with the needs of children in places such as nature or museums and historical monuments, and organizing important events and happenings for children, including storytelling, children's games, painting or sculpture, etc. Also, by preparing and compiling a long-term plan and adopting the necessary policies and also observing international standards in the field of child tourism, it is possible to develop this part of tourism in the country's tourist areas. 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.

https://jut.ut.ac.ir/article_104059_dc68f543fe1c7adaa9d94abe7a9f1197.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 10 Analysis of factors affecting the development of urban creative tourism: A case study of Tabriz city historical bazaar Analysis of factors affecting the development of urban creative tourism: A case study of Tabriz city historical bazaar 109 125 106071 10.22059/jut.2026.400509.1318 FA Bibikalan Pordeli Department of Architecture, Faculty of Art and Architecture, University of Zabol, Zabol, Iran 0009-0006-5400-0243 Morteza Yavari Department of urban planning, Faculty of Art and Architecture, University of Zabol, Zabol, Iran Mirsalar Habibi Department of Architecture and Urbaninsm, Sah.C., Islamic Azad University, Sahneh, Iran Journal Article 2025 11 30 A B S T R A C T The tourism industry can play an important role in the dynamism of Tabriz’s economy; therefore, attention to tourism as one of the main urban development policies is essential, and the application of creative tourism dimensions across all urban sectors, particularly within the historical fabric of Tabriz, can serve as a strong lever for enhancing the city at the global level. It can also be considered a highly appropriate tool for urban management and planning to, alongside preserving the culture, traditions, and customs of the city (the city’s only value and asset), contribute to the physical and spiritual well-being of its residents. In this study, an attempt was made to analyze and examine the factors influencing the expansion of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population of this study consisted of tourists entering the historical bazaar of Tabriz. To determine the sample size, given the absence of a known population size, Cochran’s formula for an infinite population was used, and the sample size was estimated at 384 individuals. The validity of the research instrument was assessed using confirmatory factor analysis, and its reliability was calculated using Cronbach’s alpha. Data analysis was performed using SPSS and LISREL software through descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path coefficient of 0.34 have a positive and significant effect on the expansion of urban creative tourism. Among the variables examined in this study, urban branding had the highest path coefficient. Extended Abstract Introduction Tourism is a complex field comprising numerous elements that influence the travel product and experience. For the development and transformation of the tourism industry in a country or region, these elements and activities must be transformed and developed by placing creativity at the core. Creative tourism, as a sustainable form of tourism, provides a basis for the development of creative capacities through the active participation of tourists in specific learning courses and experiences at a tourist destination. In creative tourism, the tourist engages in educational, emotional, and social aspects and participates in local activities alongside local residents. The objective of creative tourism is achieved through the acquisition of memorable tourism experiences. Creative tourism has a positive effect on the cohesion of the local community, influences tourist-host interaction, and ultimately leads to tourists’ intention to revisit. In creative tourism, the key to success in the competitive tourism industry lies in meeting tourists’ needs through the provision of creative products and services. Creativity can be manifested in the tourism industry through the development of tourism products and experiences, the revitalization of existing products, adding material value to cultural and creative assets, the creation of complementary products through creative development, the use of creative techniques to enhance tourism experiences, and adding vitality and vibrancy to places. Active participation, authentic experiences, creative capacity development, and skill development are important characteristics of creative tourism. Tabriz, the capital of East Azerbaijan Province, is one of the major metropolitan centers of Iran and constitutes the principal economic hub of the country’s northwest and its predominantly Azeri-inhabited regions. The city also functions as the administrative, military, communications, commercial, political, industrial, and cultural core of the wider region. Its strategic geographical location and distinctive environmental conditions have historically granted Tabriz significant economic and political influence, a position underscored by archaeological evidence of early civilizations, particularly the Medes, whose origins date back to prehistoric times. Tabriz has been designated as a World City of Crafts owing to its renowned carpet-weaving tradition and is recognized as the birthplace of an influential school of Iranian painting. In 2018, the city was also designated as the Capital of Islamic Tourism. In this context, the tourism sector plays a pivotal role in sustaining the city’s economic dynamism. Therefore, integrating tourism into the core of urban development strategies is essential. Adopting the principles of creative tourism in urban spaces, particularly within the historical fabric of Tabriz, has significant potential to enhance the city’s position on the global stage. Moreover, creative tourism functions as a valuable tool for urban management and planning, enabling the preservation of cultural heritage while simultaneously contributing to the physical and psychological well-being of residents. Given these considerations, this study seeks to address a fundamental question: What factors shape the development of urban creative tourism in the historical fabric of Tabriz? In order to respond to the research question, the hypotheses are presented as follows: H1: Urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. H2: Destination marketing has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. H3: Innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. A review of previous studies related to the subject, in addition to providing an opportunity to utilize their results and findings in both academic and practical domains, indicates that no independent study has yet been conducted to examine the factors influencing the expansion of urban creative tourism, particularly within historical contexts. This issue distinguishes the present study from previous research. Methodology This study was conducted using an applied approach and a descriptive-analytical research design. To collect the required information, a combined approach was employed, integrating documentary research and field data collection. The statistical population consisted of tourists who had visited the historical bazaar of Tabriz. Given the absence of precise population data, Cochran’s formula for an infinite population was applied, yielding a sample size of 384 individuals who were selected through simple random sampling. To assess the initial validity of the research instrument, face validity was employed. Accordingly, the questionnaire was reviewed by 30 tourism experts and academic specialists, whose feedback led to its revision. Reliability was examined using Cronbach’s alpha, and the results confirmed the internal consistency of the instrument. To test the research hypotheses and analyze the collected data, structural equation modeling (SEM) was employed using LISREL software. The research variables include branding (the items of this variable include: utilization of global brand potential, formulation of a strategy aligned with creative tourism potential, presentation of a brand consistent with the city’s tourism potential, informing citizens about the benefits of branding), tourism marketing (the items of this variable include: market segmentation and identification of target markets, strategic alignment of marketing activities with creative tourism, creating differentiation in the provision of marketing services, content marketing and the creation of attractive content, organizing and participating in international exhibitions), innovation and value creation in tourism (the items of this variable include: food diversity and the offering of local cuisine, increasing the number of statues in accordance with the cultural context, providing local clothing to tourists), and the expansion of urban creative tourism (the items of this variable include: in this city, service providers possess strong leadership skills and the ability to manage situations effectively, in this city, respect for citizens’ rights is a prominent characteristic of residents, in this city, people are receptive to a wide range of lifestyles, this city possesses the necessary technologies aligned with the development of creative tourism). Results and Discussion The result indicate that urban branding, with a path coefficient of 0.46, has a significant effect on the development of urban creative tourism in the historical bazaar of Tabriz. This result is consistent with the broader understanding of urban branding as a strategic process through which cities, particularly in the context of globalization, leverage their competitive advantages and cultural identities to attract skilled populations and enhance residents’ sense of belonging and satisfaction. It was also found that destination marketing has a significant effect on the development of urban creative tourism. The corresponding hypothesis was confirmed with a positive path coefficient of 0.35. This finding underscores the vital role of effective marketing tools and strategies in advancing the development of urban creative tourism. In this regard, tourism marketing becomes particularly important, as the planning and preparation of tourism products, as well as efforts to attract visitors, fundamentally rely on targeted and well-designed marketing activities. Therefore, tourism marketing plays a central role in identifying and anticipating visitors’ needs, delivering appropriate services, and motivating potential tourists, ultimately contributing to visitor satisfaction and the achievement of organizational objectives. Tourism marketing functions as a variable for identifying and anticipating tourists’ needs, providing facilities to meet those needs, and creating motivation for visitation, which in turn leads to tourist satisfaction and the realization of organizational goals. Innovation and value creation in tourism, with a path coefficient of 0.34, also demonstrated a significant effect on the development of urban creative tourism. This result underscores the importance of innovation and value creation as key drivers of creative tourism, contributing not only to the diversification of urban tourism offerings but also to broader processes of sustainable development. Innovative tourism products and services enhance visitor experiences and increase the attractiveness of destinations by reinforcing differentiation and novelty. Moreover, innovation in marketing and distribution processes can enhance access to tourism destinations while supporting more efficient resource allocation. Regarding the first research hypothesis (H1), which stated that urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz, the path coefficient was estimated at 0.46. The obtained T-statistic was 11.47, which is greater than 1.96; therefore, this path coefficient is significant, the research hypothesis is confirmed, and it can be concluded that urban branding has a positive and significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. Regarding the second research hypothesis (H2), which states that destination marketing has a significant effect on the expansion of urban creative tourism, the path coefficient was estimated at 0.35. The obtained T-statistic was 10.03, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that destination marketing has a significant effect on the expansion of urban creative tourism. Regarding the third research hypothesis (H3), innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism. The path coefficient was estimated at 0.34. The obtained T-statistic was 10.01, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism. Conclusion This study examined the determinants of urban creative tourism development in the historical fabric of Tabriz. The findings indicate that urban branding plays a significant role in this process and accounts for 21% of the variance in urban creative tourism development. Branding functions as a conduit that connects the city’s inherent creative tourism potential with tourists’ perceptions and expectations. An effective urban brand not only attracts creative visitors but also provides a platform for sustainable development, social participation, and economic value creation, ultimately transforming the city into a dynamic and experiential living destination. The results also indicate that destination marketing has a positive effect on urban creative tourism and explains 12.2% of the variance. This underscores the central role of marketing as a driver of tourism development in general and of creative tourism in particular. Without strategic and sustained promotional efforts, even destinations with considerable cultural and historical appeal cannot fully realize their tourism potential. Finally, this study shows that innovation and value creation in the tourism sector also have a positive effect on urban creative tourism development and account for 11.5% of the variance. Overall, these findings underscore the intertwined importance of branding, destination marketing, and innovation as essential components for strengthening creative tourism in historical urban environments. Innovation and value creation transform tourism from a seeing-based industry into a becoming- and learning-based industry; an industry that not only strengthens the economy but also sustains cultural identity, preserves the environment, and creates lasting and meaningful value for all stakeholders. In accordance with the aforementioned findings, the following suggestions are proposed to strengthen and expand urban creative tourism: Development of destination branding: Creating a strong and distinctive brand for tourism destinations in the Tehran metropolis by utilizing unique characteristics, local culture, and natural attractions. Diversification of activities: Offering diverse activities, including adventure tourism, cultural tourism, historical tourism, and ecotourism, to attract different groups of tourists. Local experiences: Promoting local experiences such as traditional cuisine, arts, and handicrafts that enable tourists to engage with the local culture. Organizing events and festivals: Organizing local, cultural, and artistic events to attract tourists and increase awareness of the destination. Creating creative tourism routes: Designing routes that include artistic attractions, galleries, handicraft shops, and local cafés that encourage tourists to explore urban creativity. Utilizing modern technologies: Developing applications and digital platforms to introduce attractions and events, as well as providing augmented reality experiences for tourists. Developing creative public spaces: Establishing public spaces such as parks and squares that allow artists and creative practitioners to display their works and interact with tourists. Use of social media: Creating and managing accounts on social media platforms such as Instagram, Facebook, and Twitter to share images, videos, and tourists’ experiences. Engaging content and storytelling: Producing high-quality content, including blogs, documentary videos, and podcasts, that present local stories and unique experiences. 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. A B S T R A C T The tourism industry can play an important role in the dynamism of Tabriz’s economy; therefore, attention to tourism as one of the main urban development policies is essential, and the application of creative tourism dimensions across all urban sectors, particularly within the historical fabric of Tabriz, can serve as a strong lever for enhancing the city at the global level. It can also be considered a highly appropriate tool for urban management and planning to, alongside preserving the culture, traditions, and customs of the city (the city’s only value and asset), contribute to the physical and spiritual well-being of its residents. In this study, an attempt was made to analyze and examine the factors influencing the expansion of urban creative tourism. The present study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population of this study consisted of tourists entering the historical bazaar of Tabriz. To determine the sample size, given the absence of a known population size, Cochran’s formula for an infinite population was used, and the sample size was estimated at 384 individuals. The validity of the research instrument was assessed using confirmatory factor analysis, and its reliability was calculated using Cronbach’s alpha. Data analysis was performed using SPSS and LISREL software through descriptive statistics and structural equation modeling. The findings showed that tourism destination marketing with a path coefficient of 0.35, urban branding with a path coefficient of 0.46, and innovation and value creation with a path coefficient of 0.34 have a positive and significant effect on the expansion of urban creative tourism. Among the variables examined in this study, urban branding had the highest path coefficient. Extended Abstract Introduction Tourism is a complex field comprising numerous elements that influence the travel product and experience. For the development and transformation of the tourism industry in a country or region, these elements and activities must be transformed and developed by placing creativity at the core. Creative tourism, as a sustainable form of tourism, provides a basis for the development of creative capacities through the active participation of tourists in specific learning courses and experiences at a tourist destination. In creative tourism, the tourist engages in educational, emotional, and social aspects and participates in local activities alongside local residents. The objective of creative tourism is achieved through the acquisition of memorable tourism experiences. Creative tourism has a positive effect on the cohesion of the local community, influences tourist-host interaction, and ultimately leads to tourists’ intention to revisit. In creative tourism, the key to success in the competitive tourism industry lies in meeting tourists’ needs through the provision of creative products and services. Creativity can be manifested in the tourism industry through the development of tourism products and experiences, the revitalization of existing products, adding material value to cultural and creative assets, the creation of complementary products through creative development, the use of creative techniques to enhance tourism experiences, and adding vitality and vibrancy to places. Active participation, authentic experiences, creative capacity development, and skill development are important characteristics of creative tourism. Tabriz, the capital of East Azerbaijan Province, is one of the major metropolitan centers of Iran and constitutes the principal economic hub of the country’s northwest and its predominantly Azeri-inhabited regions. The city also functions as the administrative, military, communications, commercial, political, industrial, and cultural core of the wider region. Its strategic geographical location and distinctive environmental conditions have historically granted Tabriz significant economic and political influence, a position underscored by archaeological evidence of early civilizations, particularly the Medes, whose origins date back to prehistoric times. Tabriz has been designated as a World City of Crafts owing to its renowned carpet-weaving tradition and is recognized as the birthplace of an influential school of Iranian painting. In 2018, the city was also designated as the Capital of Islamic Tourism. In this context, the tourism sector plays a pivotal role in sustaining the city’s economic dynamism. Therefore, integrating tourism into the core of urban development strategies is essential. Adopting the principles of creative tourism in urban spaces, particularly within the historical fabric of Tabriz, has significant potential to enhance the city’s position on the global stage. Moreover, creative tourism functions as a valuable tool for urban management and planning, enabling the preservation of cultural heritage while simultaneously contributing to the physical and psychological well-being of residents. Given these considerations, this study seeks to address a fundamental question: What factors shape the development of urban creative tourism in the historical fabric of Tabriz? In order to respond to the research question, the hypotheses are presented as follows: H1: Urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. H2: Destination marketing has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. H3: Innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. A review of previous studies related to the subject, in addition to providing an opportunity to utilize their results and findings in both academic and practical domains, indicates that no independent study has yet been conducted to examine the factors influencing the expansion of urban creative tourism, particularly within historical contexts. This issue distinguishes the present study from previous research. Methodology This study was conducted using an applied approach and a descriptive-analytical research design. To collect the required information, a combined approach was employed, integrating documentary research and field data collection. The statistical population consisted of tourists who had visited the historical bazaar of Tabriz. Given the absence of precise population data, Cochran’s formula for an infinite population was applied, yielding a sample size of 384 individuals who were selected through simple random sampling. To assess the initial validity of the research instrument, face validity was employed. Accordingly, the questionnaire was reviewed by 30 tourism experts and academic specialists, whose feedback led to its revision. Reliability was examined using Cronbach’s alpha, and the results confirmed the internal consistency of the instrument. To test the research hypotheses and analyze the collected data, structural equation modeling (SEM) was employed using LISREL software. The research variables include branding (the items of this variable include: utilization of global brand potential, formulation of a strategy aligned with creative tourism potential, presentation of a brand consistent with the city’s tourism potential, informing citizens about the benefits of branding), tourism marketing (the items of this variable include: market segmentation and identification of target markets, strategic alignment of marketing activities with creative tourism, creating differentiation in the provision of marketing services, content marketing and the creation of attractive content, organizing and participating in international exhibitions), innovation and value creation in tourism (the items of this variable include: food diversity and the offering of local cuisine, increasing the number of statues in accordance with the cultural context, providing local clothing to tourists), and the expansion of urban creative tourism (the items of this variable include: in this city, service providers possess strong leadership skills and the ability to manage situations effectively, in this city, respect for citizens’ rights is a prominent characteristic of residents, in this city, people are receptive to a wide range of lifestyles, this city possesses the necessary technologies aligned with the development of creative tourism). Results and Discussion The result indicate that urban branding, with a path coefficient of 0.46, has a significant effect on the development of urban creative tourism in the historical bazaar of Tabriz. This result is consistent with the broader understanding of urban branding as a strategic process through which cities, particularly in the context of globalization, leverage their competitive advantages and cultural identities to attract skilled populations and enhance residents’ sense of belonging and satisfaction. It was also found that destination marketing has a significant effect on the development of urban creative tourism. The corresponding hypothesis was confirmed with a positive path coefficient of 0.35. This finding underscores the vital role of effective marketing tools and strategies in advancing the development of urban creative tourism. In this regard, tourism marketing becomes particularly important, as the planning and preparation of tourism products, as well as efforts to attract visitors, fundamentally rely on targeted and well-designed marketing activities. Therefore, tourism marketing plays a central role in identifying and anticipating visitors’ needs, delivering appropriate services, and motivating potential tourists, ultimately contributing to visitor satisfaction and the achievement of organizational objectives. Tourism marketing functions as a variable for identifying and anticipating tourists’ needs, providing facilities to meet those needs, and creating motivation for visitation, which in turn leads to tourist satisfaction and the realization of organizational goals. Innovation and value creation in tourism, with a path coefficient of 0.34, also demonstrated a significant effect on the development of urban creative tourism. This result underscores the importance of innovation and value creation as key drivers of creative tourism, contributing not only to the diversification of urban tourism offerings but also to broader processes of sustainable development. Innovative tourism products and services enhance visitor experiences and increase the attractiveness of destinations by reinforcing differentiation and novelty. Moreover, innovation in marketing and distribution processes can enhance access to tourism destinations while supporting more efficient resource allocation. Regarding the first research hypothesis (H1), which stated that urban branding has a significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz, the path coefficient was estimated at 0.46. The obtained T-statistic was 11.47, which is greater than 1.96; therefore, this path coefficient is significant, the research hypothesis is confirmed, and it can be concluded that urban branding has a positive and significant effect on the expansion of urban creative tourism in the historical bazaar of Tabriz. Regarding the second research hypothesis (H2), which states that destination marketing has a significant effect on the expansion of urban creative tourism, the path coefficient was estimated at 0.35. The obtained T-statistic was 10.03, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that destination marketing has a significant effect on the expansion of urban creative tourism. Regarding the third research hypothesis (H3), innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism. The path coefficient was estimated at 0.34. The obtained T-statistic was 10.01, which is greater than 1.96; therefore, this path coefficient is statistically significant, the research hypothesis is confirmed, and it can be concluded that innovation and value creation in tourism have a significant effect on the expansion of urban creative tourism. Conclusion This study examined the determinants of urban creative tourism development in the historical fabric of Tabriz. The findings indicate that urban branding plays a significant role in this process and accounts for 21% of the variance in urban creative tourism development. Branding functions as a conduit that connects the city’s inherent creative tourism potential with tourists’ perceptions and expectations. An effective urban brand not only attracts creative visitors but also provides a platform for sustainable development, social participation, and economic value creation, ultimately transforming the city into a dynamic and experiential living destination. The results also indicate that destination marketing has a positive effect on urban creative tourism and explains 12.2% of the variance. This underscores the central role of marketing as a driver of tourism development in general and of creative tourism in particular. Without strategic and sustained promotional efforts, even destinations with considerable cultural and historical appeal cannot fully realize their tourism potential. Finally, this study shows that innovation and value creation in the tourism sector also have a positive effect on urban creative tourism development and account for 11.5% of the variance. Overall, these findings underscore the intertwined importance of branding, destination marketing, and innovation as essential components for strengthening creative tourism in historical urban environments. Innovation and value creation transform tourism from a seeing-based industry into a becoming- and learning-based industry; an industry that not only strengthens the economy but also sustains cultural identity, preserves the environment, and creates lasting and meaningful value for all stakeholders. In accordance with the aforementioned findings, the following suggestions are proposed to strengthen and expand urban creative tourism: Development of destination branding: Creating a strong and distinctive brand for tourism destinations in the Tehran metropolis by utilizing unique characteristics, local culture, and natural attractions. Diversification of activities: Offering diverse activities, including adventure tourism, cultural tourism, historical tourism, and ecotourism, to attract different groups of tourists. Local experiences: Promoting local experiences such as traditional cuisine, arts, and handicrafts that enable tourists to engage with the local culture. Organizing events and festivals: Organizing local, cultural, and artistic events to attract tourists and increase awareness of the destination. Creating creative tourism routes: Designing routes that include artistic attractions, galleries, handicraft shops, and local cafés that encourage tourists to explore urban creativity. Utilizing modern technologies: Developing applications and digital platforms to introduce attractions and events, as well as providing augmented reality experiences for tourists. Developing creative public spaces: Establishing public spaces such as parks and squares that allow artists and creative practitioners to display their works and interact with tourists. Use of social media: Creating and managing accounts on social media platforms such as Instagram, Facebook, and Twitter to share images, videos, and tourists’ experiences. Engaging content and storytelling: Producing high-quality content, including blogs, documentary videos, and podcasts, that present local stories and unique experiences. 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.

https://jut.ut.ac.ir/article_106071_e011f62d887c3a9b296001390c5352b3.pdf

Faculty of Geography- University of Tehran urban tourism 2423-6926 13 1 2026 04 12 Understanding the Effect of Cognitive Image, Emotional Experience and Place Attachment On the Intention to revisit the City of Karbala in Iraq as a Religious Tourism Destination Understanding the Effect of Cognitive Image, Emotional Experience and Place Attachment On the Intention to revisit the City of Karbala in Iraq as a Religious Tourism Destination 127 144 106088 10.22059/jut.2026.381206.1229 FA Saeid Dehyadegari Department of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran 0000-0002-8560-9346 Zahra Pourjoupari Department of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran Afsaneh Ashrafzadeh Afshar Department of Business Administration, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran 0000-0002-9853-1963 Journal Article 2025 11 30 A B S T R A C T The aim of this study was to understand the effect of cognitive image, emotional experience and attachment to place on the intention to revisit the city of Karbala in Iraq. The present research method was descriptive-analytic and the survey strategy was used in its implementation. The data of this study were collected over two months from 385 domestic and foreign tourists who had visited the holy places of Karbala in Iraq. Then the data were analyzed in SPSS and Smart PLS software. Content validity was assessed and confirmed based on the opinions of professors and tourism experts, construct validity was assessed using convergent and divergent validity, and data reliability was assessed and confirmed using composite reliability. The findings showed that cognitive image of the destination and attachment to place affect the attitude towards the destination and loyalty to the destination. On the other hand, sensory experience affects loyalty but does not affect the attitude towards the destination. Finally, loyalty affects the intention to revisit, but attitude does not affect the intention to revisit. In religious tourism, visiting a tourist site is considered a form of worship and it is believed that this is the case. Meanwhile, based on the research findings, the effect of cognitive and emotional factors and attachment to the place on loyalty and intention to revisit a religious tourist site is significant. Since the city of Karbala is one of the most important religious tourism destinations in the world, the results of this research can be of great help to policymakers and activists in the tourism industry, especially religious tourism, in the field of appropriate planning and providing better services to religious tourists, especially tourists to the city of Karbala and pilgrims to the holy places of this city. Extended Abstract Introduction In recent decades, the tourism industry has emerged as one of the most dynamic and influential sectors of the global economy, contributing significantly to economic growth, foreign exchange earnings, employment generation, infrastructure development, and regional development. Many countries, particularly developing nations, increasingly rely on tourism as a strategic tool to diversify their economies, reduce unemployment, and enhance socio-economic stability. Within this broad industry, religious tourism represents one of the oldest and most enduring forms of human mobility and continues to attract millions of travelers worldwide. Religious tourism refers to travel motivated primarily by spiritual, faith-based, and religious purposes, including visiting sacred sites, participating in religious rituals, and engaging in pilgrimages associated with religious history and beliefs. Unlike other forms of tourism that are often driven by leisure or entertainment, religious tourism is deeply connected to emotional, spiritual, and symbolic meanings. In recent years, religious tourism has expanded beyond its traditional boundaries and now incorporates cultural, social, economic, and experiential dimensions. According to international estimates, more than 300 million people participate in religious tourism annually, making it a significant and growing segment of the global tourism market. Among religious tourism destinations, the city of Karbala holds a unique and prominent position in the Islamic world. As the site of the holy shrines of Imam Hussein (AS) and Hazrat Abbas (AS), Karbala represents a central symbol of faith, sacrifice, and identity for millions of Shiite Muslims. Major religious events such as Ashura and Arbaeen attract unprecedented numbers of pilgrims from Iraq and abroad, transforming Karbala into one of the largest religious gathering sites in the world. Despite the immense volume of visitors, the sustainability of religious tourism and the ability to encourage pilgrims to revisit the destination remain critical challenges. From a tourism marketing perspective, revisit intention is a crucial indicator of destination success. Tourists who intend to revisit a destination are more likely to develop loyalty, provide positive word-of-mouth recommendations, and contribute to long-term economic benefits. Furthermore, retaining existing visitors is significantly more cost-effective than attracting new ones. This issue is particularly important in religious destinations such as Karbala, where repeat visitation constitutes a substantial portion of tourism demand. However, despite Karbala’s global religious significance, empirical research examining the determinants of revisit intention in this destination remains scarce. Therefore, this study aims to address this research gap by investigating the effects of cognitive destination image, emotional experience, and place attachment on tourists’ revisit intention to the city of Karbala. Additionally, the mediating roles of tourists’ attitude toward the destination and loyalty are examined. By integrating both cognitive and emotional perspectives, this study seeks to provide a comprehensive understanding of religious tourists’ behavioral intentions in one of the most important religious tourism destinations worldwide. Methodology This study adopts a quantitative research approach and is classified as applied in terms of purpose and descriptive–analytical in terms of methodology. The target population consists of domestic and international religious tourists who visited the city of Karbala during July and August 2023, coinciding with the Ashura and Arbaeen ceremonies of the lunar year 1445 AH. These periods represent the peak season of religious tourism in Karbala, making them particularly suitable for collecting data from a diverse and representative sample of pilgrims. Data were collected using a structured questionnaire designed based on an extensive review of the tourism and religious tourism literature. The questionnaire consisted of 31 items divided into two sections. The first section focused on respondents’ demographic characteristics, including gender, age, nationality, education level, and frequency of visits to Karbala. The second section measured the main constructs of the study: cognitive destination image, emotional experience, place attachment, attitude toward the destination, tourist loyalty, and revisit intention. All items were assessed using a five-point Likert scale ranging from “strongly disagree” to “strongly agree.” A total of 385 valid questionnaires were obtained through on-site distribution and subsequently used for analysis. Descriptive statistics and demographic analyses were conducted using SPSS software. To test the conceptual framework and hypothesized relationships, Structural Equation Modeling (SEM) based on the Partial Least Squares (PLS) approach was applied using Smart PLS 3. The reliability and validity of the measurement model were evaluated through Cronbach’s alpha, composite reliability, average variance extracted (AVE), and discriminant validity criteria. All indicators met the recommended thresholds, confirming the adequacy of the measurement model. Results and Discussion The findings of this study indicate that the cognitive image of the destination and place attachment have a significant effect on tourists’ attitudes toward the destination as well as on their loyalty to the destination. These results suggest that tourists’ cognitive perceptions of destination attributes, facilities, and conditions, together with the emotional and affective bonds formed with the place, play a determining role in shaping positive attitudes and loyal behaviors. A positive cognitive image of the destination may lead tourists to perceive the destination as desirable, reliable, and valuable, thereby fostering a more favorable attitude toward it, which ultimately contributes to destination loyalty. Furthermore, place attachment, as a deep emotional bond between tourists and the destination, is considered an important factor in strengthening both positive attitudes and loyalty. When tourists develop a sense of belonging, dependence, and emotional connection to a tourism destination, the likelihood of forming stable positive attitudes and engaging in loyal behaviors—such as recommending the destination to others or intending to revisit—increases. Therefore, place attachment is not only an emotional factor but also a crucial mechanism in sustaining the long-term relationship between tourists and the destination. In contrast, the findings reveal that tourists’ sensory experiences have a significant effect on destination loyalty, while this variable does not have a significant impact on attitudes toward the destination. This result indicates that positive sensory experiences, such as visual, auditory, olfactory, or spatial experiences, can directly enhance tourists’ loyal behaviors without necessarily leading to a change in their overall evaluative attitudes toward the destination. In other words, tourists may decide to revisit or recommend the destination based on favorable sensory experiences, even if their cognitive or evaluative attitudes toward the destination do not change substantially. In addition, the results show that destination loyalty has a significant effect on tourists’ intention to revisit, whereas attitude toward the destination does not have a significant influence on revisit intention. This finding suggests that in certain types of tourism, particularly religious tourism, the intention to revisit is influenced more by loyalty, internal commitment, and emotional bonds with the destination than by evaluative attitudes. In other words, destination loyalty, as a behavioral and emotional construct, plays a more prominent role than attitude in predicting tourists’ future behaviors. Within the context of religious tourism, visiting a tourism destination is not merely perceived as a leisure activity but rather as a form of worship, pilgrimage, and spiritual practice rooted in tourists’ deep religious beliefs. Under such conditions, the decision to revisit a religious destination is less dependent on rational attitudes or conventional tourism evaluations and is more strongly shaped by religious commitment, spiritual attachment, and the loyalty developed toward the sacred place. Accordingly, the findings of this study demonstrate that cognitive and affective factors, as well as place attachment, exert a considerable influence on loyalty and revisit intention in religious tourism destinations. A positive cognitive image of the destination, meaningful emotional and sensory experiences, and the development of deep emotional bonds between tourists and the religious place can lead to increased loyalty and sustained visitation. Conclusion The findings of this study demonstrate that increasing revisit intention among religious tourists in Karbala requires a holistic and integrated approach that extends beyond religious symbolism alone. While spiritual motivations remain central to religious tourism, the results indicate that cognitive, emotional, and experiential factors jointly shape tourists’ attitudes and loyalty, which ultimately determine their intention to revisit the destination. This highlights the complex and multidimensional nature of tourist behavior in religious destinations, where both rational evaluations and emotional bonds play critical roles. A positive cognitive destination image, strong place attachment, and meaningful emotional and sensory experiences emerge as essential components of effective religious tourism management. Tourists’ perceptions of infrastructure quality, accessibility, accommodation, and public services form the foundation of their cognitive evaluations and significantly influence their satisfaction and loyalty. From a managerial perspective, policymakers and destination managers in Karbala should prioritize continuous improvements in urban infrastructure, transportation networks, accommodation facilities, and public amenities to strengthen the destination’s cognitive image. In particular, special attention should be given to hygiene, cleanliness, safety, and crowd management, especially in high-density pilgrimage areas, as these factors strongly affect tourists’ comfort, trust, and overall evaluation of the destination. Beyond functional attributes, strategies aimed at strengthening place attachment should be actively pursued. Introducing lesser-known religious, historical, and cultural sites can diversify the pilgrimage experience and deepen tourists’ emotional connection with the city. Employing well-trained and knowledgeable tour leaders and guides, along with integrating traditional interpretive approaches with modern technologies such as QR codes, multimedia applications, mobile platforms, and virtual reality, can significantly enrich tourists’ emotional, spiritual, and educational experiences. Furthermore, providing accessible and engaging digital content through official websites and social media channels can help sustain tourists’ connection with Karbala beyond their physical visit. In conclusion, by addressing both functional and emotional dimensions of the tourist experience, Karbala can strengthen tourist loyalty, increase revisit intention, and enhance its competitive position as one of the world’s leading religious tourism destinations. Such efforts will contribute not only to the long-term economic sustainability of religious tourism but also to the preservation and transmission of the city’s rich cultural and spiritual heritage. 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. A B S T R A C T The aim of this study was to understand the effect of cognitive image, emotional experience and attachment to place on the intention to revisit the city of Karbala in Iraq. The present research method was descriptive-analytic and the survey strategy was used in its implementation. The data of this study were collected over two months from 385 domestic and foreign tourists who had visited the holy places of Karbala in Iraq. Then the data were analyzed in SPSS and Smart PLS software. Content validity was assessed and confirmed based on the opinions of professors and tourism experts, construct validity was assessed using convergent and divergent validity, and data reliability was assessed and confirmed using composite reliability. The findings showed that cognitive image of the destination and attachment to place affect the attitude towards the destination and loyalty to the destination. On the other hand, sensory experience affects loyalty but does not affect the attitude towards the destination. Finally, loyalty affects the intention to revisit, but attitude does not affect the intention to revisit. In religious tourism, visiting a tourist site is considered a form of worship and it is believed that this is the case. Meanwhile, based on the research findings, the effect of cognitive and emotional factors and attachment to the place on loyalty and intention to revisit a religious tourist site is significant. Since the city of Karbala is one of the most important religious tourism destinations in the world, the results of this research can be of great help to policymakers and activists in the tourism industry, especially religious tourism, in the field of appropriate planning and providing better services to religious tourists, especially tourists to the city of Karbala and pilgrims to the holy places of this city. Extended Abstract Introduction In recent decades, the tourism industry has emerged as one of the most dynamic and influential sectors of the global economy, contributing significantly to economic growth, foreign exchange earnings, employment generation, infrastructure development, and regional development. Many countries, particularly developing nations, increasingly rely on tourism as a strategic tool to diversify their economies, reduce unemployment, and enhance socio-economic stability. Within this broad industry, religious tourism represents one of the oldest and most enduring forms of human mobility and continues to attract millions of travelers worldwide. Religious tourism refers to travel motivated primarily by spiritual, faith-based, and religious purposes, including visiting sacred sites, participating in religious rituals, and engaging in pilgrimages associated with religious history and beliefs. Unlike other forms of tourism that are often driven by leisure or entertainment, religious tourism is deeply connected to emotional, spiritual, and symbolic meanings. In recent years, religious tourism has expanded beyond its traditional boundaries and now incorporates cultural, social, economic, and experiential dimensions. According to international estimates, more than 300 million people participate in religious tourism annually, making it a significant and growing segment of the global tourism market. Among religious tourism destinations, the city of Karbala holds a unique and prominent position in the Islamic world. As the site of the holy shrines of Imam Hussein (AS) and Hazrat Abbas (AS), Karbala represents a central symbol of faith, sacrifice, and identity for millions of Shiite Muslims. Major religious events such as Ashura and Arbaeen attract unprecedented numbers of pilgrims from Iraq and abroad, transforming Karbala into one of the largest religious gathering sites in the world. Despite the immense volume of visitors, the sustainability of religious tourism and the ability to encourage pilgrims to revisit the destination remain critical challenges. From a tourism marketing perspective, revisit intention is a crucial indicator of destination success. Tourists who intend to revisit a destination are more likely to develop loyalty, provide positive word-of-mouth recommendations, and contribute to long-term economic benefits. Furthermore, retaining existing visitors is significantly more cost-effective than attracting new ones. This issue is particularly important in religious destinations such as Karbala, where repeat visitation constitutes a substantial portion of tourism demand. However, despite Karbala’s global religious significance, empirical research examining the determinants of revisit intention in this destination remains scarce. Therefore, this study aims to address this research gap by investigating the effects of cognitive destination image, emotional experience, and place attachment on tourists’ revisit intention to the city of Karbala. Additionally, the mediating roles of tourists’ attitude toward the destination and loyalty are examined. By integrating both cognitive and emotional perspectives, this study seeks to provide a comprehensive understanding of religious tourists’ behavioral intentions in one of the most important religious tourism destinations worldwide. Methodology This study adopts a quantitative research approach and is classified as applied in terms of purpose and descriptive–analytical in terms of methodology. The target population consists of domestic and international religious tourists who visited the city of Karbala during July and August 2023, coinciding with the Ashura and Arbaeen ceremonies of the lunar year 1445 AH. These periods represent the peak season of religious tourism in Karbala, making them particularly suitable for collecting data from a diverse and representative sample of pilgrims. Data were collected using a structured questionnaire designed based on an extensive review of the tourism and religious tourism literature. The questionnaire consisted of 31 items divided into two sections. The first section focused on respondents’ demographic characteristics, including gender, age, nationality, education level, and frequency of visits to Karbala. The second section measured the main constructs of the study: cognitive destination image, emotional experience, place attachment, attitude toward the destination, tourist loyalty, and revisit intention. All items were assessed using a five-point Likert scale ranging from “strongly disagree” to “strongly agree.” A total of 385 valid questionnaires were obtained through on-site distribution and subsequently used for analysis. Descriptive statistics and demographic analyses were conducted using SPSS software. To test the conceptual framework and hypothesized relationships, Structural Equation Modeling (SEM) based on the Partial Least Squares (PLS) approach was applied using Smart PLS 3. The reliability and validity of the measurement model were evaluated through Cronbach’s alpha, composite reliability, average variance extracted (AVE), and discriminant validity criteria. All indicators met the recommended thresholds, confirming the adequacy of the measurement model. Results and Discussion The findings of this study indicate that the cognitive image of the destination and place attachment have a significant effect on tourists’ attitudes toward the destination as well as on their loyalty to the destination. These results suggest that tourists’ cognitive perceptions of destination attributes, facilities, and conditions, together with the emotional and affective bonds formed with the place, play a determining role in shaping positive attitudes and loyal behaviors. A positive cognitive image of the destination may lead tourists to perceive the destination as desirable, reliable, and valuable, thereby fostering a more favorable attitude toward it, which ultimately contributes to destination loyalty. Furthermore, place attachment, as a deep emotional bond between tourists and the destination, is considered an important factor in strengthening both positive attitudes and loyalty. When tourists develop a sense of belonging, dependence, and emotional connection to a tourism destination, the likelihood of forming stable positive attitudes and engaging in loyal behaviors—such as recommending the destination to others or intending to revisit—increases. Therefore, place attachment is not only an emotional factor but also a crucial mechanism in sustaining the long-term relationship between tourists and the destination. In contrast, the findings reveal that tourists’ sensory experiences have a significant effect on destination loyalty, while this variable does not have a significant impact on attitudes toward the destination. This result indicates that positive sensory experiences, such as visual, auditory, olfactory, or spatial experiences, can directly enhance tourists’ loyal behaviors without necessarily leading to a change in their overall evaluative attitudes toward the destination. In other words, tourists may decide to revisit or recommend the destination based on favorable sensory experiences, even if their cognitive or evaluative attitudes toward the destination do not change substantially. In addition, the results show that destination loyalty has a significant effect on tourists’ intention to revisit, whereas attitude toward the destination does not have a significant influence on revisit intention. This finding suggests that in certain types of tourism, particularly religious tourism, the intention to revisit is influenced more by loyalty, internal commitment, and emotional bonds with the destination than by evaluative attitudes. In other words, destination loyalty, as a behavioral and emotional construct, plays a more prominent role than attitude in predicting tourists’ future behaviors. Within the context of religious tourism, visiting a tourism destination is not merely perceived as a leisure activity but rather as a form of worship, pilgrimage, and spiritual practice rooted in tourists’ deep religious beliefs. Under such conditions, the decision to revisit a religious destination is less dependent on rational attitudes or conventional tourism evaluations and is more strongly shaped by religious commitment, spiritual attachment, and the loyalty developed toward the sacred place. Accordingly, the findings of this study demonstrate that cognitive and affective factors, as well as place attachment, exert a considerable influence on loyalty and revisit intention in religious tourism destinations. A positive cognitive image of the destination, meaningful emotional and sensory experiences, and the development of deep emotional bonds between tourists and the religious place can lead to increased loyalty and sustained visitation. Conclusion The findings of this study demonstrate that increasing revisit intention among religious tourists in Karbala requires a holistic and integrated approach that extends beyond religious symbolism alone. While spiritual motivations remain central to religious tourism, the results indicate that cognitive, emotional, and experiential factors jointly shape tourists’ attitudes and loyalty, which ultimately determine their intention to revisit the destination. This highlights the complex and multidimensional nature of tourist behavior in religious destinations, where both rational evaluations and emotional bonds play critical roles. A positive cognitive destination image, strong place attachment, and meaningful emotional and sensory experiences emerge as essential components of effective religious tourism management. Tourists’ perceptions of infrastructure quality, accessibility, accommodation, and public services form the foundation of their cognitive evaluations and significantly influence their satisfaction and loyalty. From a managerial perspective, policymakers and destination managers in Karbala should prioritize continuous improvements in urban infrastructure, transportation networks, accommodation facilities, and public amenities to strengthen the destination’s cognitive image. In particular, special attention should be given to hygiene, cleanliness, safety, and crowd management, especially in high-density pilgrimage areas, as these factors strongly affect tourists’ comfort, trust, and overall evaluation of the destination. Beyond functional attributes, strategies aimed at strengthening place attachment should be actively pursued. Introducing lesser-known religious, historical, and cultural sites can diversify the pilgrimage experience and deepen tourists’ emotional connection with the city. Employing well-trained and knowledgeable tour leaders and guides, along with integrating traditional interpretive approaches with modern technologies such as QR codes, multimedia applications, mobile platforms, and virtual reality, can significantly enrich tourists’ emotional, spiritual, and educational experiences. Furthermore, providing accessible and engaging digital content through official websites and social media channels can help sustain tourists’ connection with Karbala beyond their physical visit. In conclusion, by addressing both functional and emotional dimensions of the tourist experience, Karbala can strengthen tourist loyalty, increase revisit intention, and enhance its competitive position as one of the world’s leading religious tourism destinations. Such efforts will contribute not only to the long-term economic sustainability of religious tourism but also to the preservation and transmission of the city’s rich cultural and spiritual heritage. 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.

https://jut.ut.ac.ir/article_106088_c8a021ea6492c1b0c6c2cf330917ae89.pdf