دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 2 2026 08 01 Key Elements of Digital Storytelling in Tourism: A Phenomenological Approach to Content Producers’ Experiences تحلیل عناصر کلیدی داستان‌سرایی دیجیتال در گردشگری: رویکردی پدیدارشناسی به تجربه تولیدکنندگان محتوا 1 16 106500 10.22059/jut.2026.394131.1291 FA محمد نجارزاده گروه مدیریت گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران 0000-0001-7430-2456 محبوبه خوش اخلاق جانبهان گروه جغرافیای انسانی و برنامه‌ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران 0009-0004-7299-9519 فرید ناجی پور گروه مدیریت گردشگری، دانشکده گردشگری، دانشگاه سمنان، سمنان، ایران 0009-0002-5453-6794 Journal Article 2026 03 12 A B S T R A C T The tourism industry in the digital era faces challenges such as increasing competition, complex tourist expectations, and the necessity for strategic differentiation. Digital storytelling, as a modern strategy, provides an unparalleled opportunity to attract audiences and redefine destination identity by transforming "location" into "narrative" and "experience" into "collective memory." This research aims to identify the mechanisms of employing digital storytelling to persuade tourists and analyze the key influential elements within this process. The study adopted a qualitative interpretive phenomenological approach, utilizing in-depth semi-structured interviews with 15 professional content creators in the tourism sector. Data were collected through purposeful sampling until theoretical saturation was reached and subsequently analyzed using MAXQDA 2020 software. The findings reveal that content creators design digital narratives using twelve key elements that transition the audience from passive observation to active participation. The most significant elements identified include: designing story worlds based on cultural paradoxes (68% of participants), economical expression by blending rare data with personal memories (55%), purposeful use of indigenous music and adaptive narrative rhythm (73%), and interactive challenges across multimedia platforms (60%). These strategies have increased audience engagement rates by up to 40% and travel intentions by up to 35%. The results indicate that digital storytelling not only enhances the image of destinations by transforming tourists into "brand ambassadors" but also serves as a tool for preserving cultural authenticity against globalization. This study provides an operational framework for integrating modern technologies (Virtual/Augmented Reality) with indigenous narratives. Extended Abstract Introduction As a prominent digital tourism content creator noted, "My mission is not to inspire travel but to invite a human, cultural, and meaningful experience. For me, digital storytelling is a tool to 'awaken the desire for movement' in the audience, not merely to encourage going." This statement epitomizes how "digital storytelling" (DS) engages audiences deeply by synthesizing a "sense of place," "transmitting lived experiences," and "cultural harmony of narrative." Within this context, DS has found a fundamental role in the interaction between destination, content, and audience. DS can be defined as the process of integrating traditional narrative structures with digital tools and platforms, aiming to create experiences that are emotionally, aesthetically, and culturally tangible for the audience (Lambert, 2012; Miller, 2012). This innovative storytelling method, by establishing human and emotional connections with tourists, has become a key instrument in experiential marketing, destination identity creation (Bassano et al., 2019), and tourism branding (Kim et al., 2020; Ghaderi et al., 2024). However, as tourism destinations increasingly utilize digital narratives to influence decision-making, fundamental challenges remain in understanding and managing these narratives. Previous studies have primarily analyzed the outcomes of DS, such as increased travel intentions (Kim & Hall, 2020), destination image enhancement (Moin et al., 2020), or improved audience engagement (Jo et al., 2022). Yet, the processes leading to these results—specifically the narrative mechanisms and underlying elements—have been less explored. Consequently, there is a persistent ambiguity in the theoretical and practical understanding of how professional creators actually generate these impacts (Pachucki et al., 2022; Doyle & Kelliher, 2023). The problem is further complicated by the fact that much content produced by official tourism entities is perceived by audiences as clichéd, inauthentic, and unappealing (Ghaderi et al., 2024). This suggests that mere access to technology does not guarantee impactful content; rather, effective narration requires a profound understanding of structure, content, and the audience's cultural context. In response to this theoretical and practical void, the present research seeks to answer the fundamental question: "What key elements and digital storytelling strategies do professional content creators in the Iranian tourism industry employ to create meaningful and persuasive experiences?" To address this, a qualitative approach based on descriptive phenomenology was adopted, with data gathered through 15 in-depth semi-structured interviews with experienced creators. The significance of this study is three-fold: first, it fills the theoretical gap in experiential marketing literature by clarifying creative decisions regarding sense of place and authenticity; second, it offers practical recommendations for enhancing national digital narratives; and third, it proposes an indigenous model for the synergy between digital technology and cultural heritage in Iran, applicable to similar cultural contexts. Methodology The present study adopts Colaizzi’s interpretive phenomenological approach to explore the lived experiences of digital storytelling (DS) content creators within the tourism sector. The primary objective is to uncover latent patterns and key elements employed by specialists to craft persuasive experiences. The research followed Colaizzi’s systematic seven-step framework (Colaizzi, 1978), which includes: (1) immersion in the data through repeated reading of transcripts; (2) extracting significant statements; (3) formulating meanings; (4) clustering identified meanings into common themes; (5) developing a comprehensive description of the phenomenon; (6) reducing the findings to an essential structure; and (7) validating the results through participant feedback. Participants were selected based on rigorous criteria, including a minimum of three years of professional experience, a portfolio of impactful works, and diversity in utilized technology and content types. The research population comprised tourism business owners, influencers, User Experience (UX) designers, and interactive media activists. Given the specialized nature of the population and the need for expert insights, purposive snowball sampling was utilized. Sampling continued until theoretical saturation was reached at the 15th interview. Data collection involved a combination of structured and semi-structured interviews (45-60 minutes each), facilitating a deep dive into storytelling strategies and problem-solving mechanisms in the production process. Data analysis was conducted using MAXQDA 2020 software through three stages: open, axial, and selective coding. Initially, 208 primary codes were extracted, which were subsequently refined into 56 secondary codes and finally organized into 12 main categories (based on a frequency $\geq$ 5). These 12 interactive DS elements represent a synthesized model derived from the frameworks of five prominent experts (Miller, 2012; Lambert, 2012; Salpeter, 2005; Porter, 2004; Robin, 2008). The identified elements include: hypothesis and goal, audience and market, media and platform, storyteller’s perspective, characters, story world, narrative structure, economy of narrative, emotional content, the gift of voice, meaningful soundtrack, and narrative pacing. To ensure credibility and trustworthiness, the final findings were shared with and validated by the participants. Results and discussion The present study offers a comprehensive and multifaceted analysis of the lived experiences of fifteen professional content creators in the Iranian tourism industry, deeply exploring the mechanics of interactive digital storytelling (DS). The demographic profile of these participants—nine males (60%) and six females (40%)—was intentionally diverse to capture a wide range of narrative strategies and technological applications. This cohort includes influential travel podcasters, creators of immersive 360-degree and Virtual Reality (VR) tours, video game designers focusing on geographical narratives, urban storytellers specializing in Tehran’s hidden histories, and food tourism entrepreneurs. Such a broad professional spectrum allowed for a holistic examination of how digital tools are used to "awaken the desire for movement" across different media platforms. The qualitative data, processed through MAXQDA 2020 software, yielded 208 primary codes which were meticulously clustered into twelve major thematic categories based on the interactive DS framework. The findings highlight that the core hypothesis and objective for most creators extend far beyond mere information dissemination. Instead, they focus on digital gamification of traditional myths, uncovering obscure local attractions, mapping unexplored tourism routes, and transmitting the raw, authentic emotions of the narrator. By consciously countering cultural clichés and presenting a sophisticated image of Iran to the world, these creators seek to immerse their audience in the complex sociological and historical layers of the city. Regarding audience engagement and market segmentation, the data indicates that while the primary target is the young adult demographic (ages 20 to 45), there is a significant emphasis on adventurous international tourists who prefer independent, self-planned travel experiences. The media landscape is dominated by Instagram (used by 80% of participants), but a sophisticated transmedia ecosystem also involves YouTube, Facebook, podcasting platforms (such as Spotify and SoundCloud), and specialized VR headsets. From a narrative perspective, creators strategically blend third-person viewpoints for cultural or ritual storytelling with first-person accounts for personal travel logs. This dual approach, as highlighted by one participant, allows the narrative to be both deeply personal and universally relatable, fostering a strong sense of empathy and identity. The characters within these digital narratives often function as "allies" or "helping figures," designed to instill a sense of trust and human connection in the destination. The story worlds are meticulously constructed using elements of conflict, transformation, and change. By showcasing the paradoxes between local communities and the narrator’s own urban background, creators generate the dramatic tension necessary to sustain engagement. Narrative structures are typically designed with multiple challenges or "climaxes" to sensitize the audience to their daily environment and ensure a lasting, memorable impression. The findings also emphasize the "economy of story expression." Approximately 80% of the interviewed creators use high density of rare or specialized information but deliver it through simplification and emotional embedding to prevent audience fatigue. Emotional content is integrated by tapping into universal human themes such as love, family heritage, shared nostalgic memories, and environmental sustainability. In this context, the "gift of voice" and the soundtrack act as vital catalysts for engagement. The use of ambient environmental sounds (such as horse carriages in Naqsh-e Jahan Square) combined with indigenous Iranian music (Setar, Tar, and local folk songs) activates the listener’s auditory memory, virtually transporting them to the destination. The pacing of these stories is carefully calibrated to the specific platform: rapid, high-adrenaline rhythms for Instagram reels to capture fleeting attention, and slower, more reflective pacing for podcasts to facilitate deep destination branding. In comparing these findings with existing literature, the study aligns with the theories of Bassano et al. (2019) and Casillo et al. (2016), who argued that digital storytelling is fundamental to strengthening destination identity. Furthermore, our results resonate with Kim et al. (2020) regarding the impact of narrative perspectives on consumer behavior and Moin et al. (2020) concerning the role of multiple challenges in creating memorable tourism experiences. This research identifies a specific "indigenous synergy model" in Iran, where professional creators bridge the gap between dry, official promotional content and the audience's psychological need for authenticity by leveraging traditional music and cultural sincerity. The twelve interactive DS elements identified—ranging from hypothesis and goal to soundtrack and pacing—provide a robust framework for understanding how digital narratives can evoke deep emotional responses. Ultimately, interactive digital storytelling functions not just as a marketing tool, but as a fundamental mechanism for engaging all five senses and creating a tangible bond between the traveler and the destination. By providing a realistic and emotionally charged image of Iran, these creators transform passive observers into brand ambassadors, effectively differentiating the destination brand in an increasingly competitive global market. This approach demonstrates that when technology is infused with cultural heritage and personal narrative, it becomes a powerful driver for travel motivation and urban tourism development. Conclusion The present research, grounded in the methodology of interpretive phenomenology and a rigorous systematic analysis of qualitative data derived from fifteen in-depth interviews with professional content creators, investigates the sophisticated application of interactive digital storytelling (DS) in attracting modern tourists. The primary objective of this study was to identify the essential narrative elements that these professionals utilize to construct effective narratives, establish deep emotional connections with their audiences, and ultimately catalyze travel intentions. Utilizing the MAXQDA 2020 software through a comprehensive three-stage systematic coding process (open, axial, and selective), the findings reveal that creators synthesize twelve core narrative components—ranging from story worlds meticulously based on cultural paradoxes to the purposeful application of rhythm and indigenous music. This strategic synthesis produces multi-sensory experiences that successfully transition the audience from "passive observers" to "active co-travelers" in a digital landscape. Specifically, themes such as the "Sandwich Algorithm"—which involves blending scarce, specialized historical data with authentic personal anecdotes—demonstrated exactly how creators prevent information saturation while simultaneously stimulating the audience's curiosity. These findings align with the existing literature by Jo et al. (2022) but advance the field further by unveiling creators as "invisible architects of tourism experience" who shape destination perceptions even before a physical arrival occurs. Unlike previous studies focused solely on travel intention or technological roles (Kim & Hall, 2020), this research uncovers hidden layers of the creative process. For instance, while some scholars view first-person narration only as a trust-building tool, this study demonstrates that combining first and third-person perspectives creates a robust three-dimensional model of authenticity that can increase audience engagement rates by up to 40%. Despite these clear advantages, digital storytelling in Iran faces significant challenges, including a lack of narrative innovation, over-exaggeration of destination features, and a severe shortage of interdisciplinary specialists. Operational hurdles such as high equipment costs for VR/AR, slow internet speeds, and the filtering of global platforms like YouTube, Vimeo, and Facebook further impede national progress. To address these, several practical recommendations are offered: developing comprehensive databases of indigenous myths and symbols to facilitate authentic narratives; designing location-based applications for real-time content adjustment based on user interests; and empowering local communities to tell their own stories to prevent cultural distortion. Additionally, leveraging transmedia strategies and utilizing complex video game scenarios for younger demographics are crucial for future destination marketing. Future research should address limitations such as the specific focus on the Iranian domestic context and self-reporting bias. It is recommended that scholars examine the role of Generative AI in creating personalized narratives and conduct comparative studies between Eastern and Western storytelling patterns to design a framework for measuring "digital authenticity" across various sectors, including cultural, religious, and sports tourism. Funding This research project was carried out using the special research credit of Semnan University with project number 1403911t/1403/226. Authors’ Contribution Authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content 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. صنعت گردشگری در عصر دیجیتال با چالش‌هایی چون رقابت فزاینده، انتظارات پیچیده گردشگران و نیاز به خلق تمایز استراتژیک روبه‌روست. داستان‌سرایی دیجیتال به عنوان راهبردی نوین، با تبدیل «مکان» به «روایت» و «تجربه» به «خاطره جمعی»، فرصتی بی‌بدیل برای جذب مخاطبان و بازتعریف هویت مقاصد فراهم می‌کند. پژوهش حاضر با هدف شناسایی مکانیسم‌های به‌کارگیری داستان‌سرایی دیجیتال در ترغیب گردشگران و تحلیل عناصر کلیدی مؤثر در این فرآیند طراحی‌شده است. این مطالعه با اتکا به رویکرد کیفی پدیدارشناسی تفسیری و با استفاده از مصاحبه‌های نیمه ساختاریافته عمیق با ۱۵ تولیدکننده محتوا در حوزه گردشگری انجام شد. داده‌ها با نمونه‌گیری هدفمند تا رسیدن به اشباع نظری گردآوری و با نرم‌افزار MAXQDA 2020 تحلیل شدند. یافته‌ها نشان داد تولیدکنندگان محتوا با به‌کارگیری دوازده عنصر کلیدی، روایت‌های دیجیتال را طراحی می‌کنند که مخاطب را از سطح مشاهده به مشارکت فعال سوق می‌دهد. مهم‌ترین این عناصر شامل: طراحی جهان داستانی مبتنی بر تضادهای فرهنگی (۶۸% مشارکت‌کنندگان)، اقتصادی کردن بیان با تلفیق داده‌های کمیاب و خاطرات شخصی (۵۵%)، استفاده هدفمند از موسیقی بومی و ریتم روایی انطباقی (۷۳%)، چالش‌های تعاملی در پلتفرم‌های چندرسانه‌ای (۶۰%) بود. این استراتژی‌ها نرخ تعامل مخاطب را تا ۴۰% و نیت سفر را تا ۳۵% افزایش داده است. نتایج پژوهش حاکی از آن است که داستان‌سرایی دیجیتال، با تبدیل گردشگران به «سفیران برند»، نه‌تنها تصویر مقاصد را ارتقا می‌دهد، بلکه به ابزاری برای حفظ اصالت فرهنگی در برابر جهانی‌سازی تبدیل می‌شود. این مطالعه چارچوبی عملیاتی برای تلفیق فناوری‌های نوین (واقعیت مجازی/افزوده) با روایت‌های بومی ارائه می‌دهد.

https://jut.ut.ac.ir/article_106500_8f8eec17ff08494be961c816bd086ab4.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 2 2026 08 01 The Role of Innovation and Creativity in Enhancing Urban Tourism Competitiveness: A case study of Chabahar city نقش نوآوری و خلاقیت در افزایش رقابت‌پذیری گردشگری شهری مطالعه موردی: شهر چابهار 17 31 106715 10.22059/jut.2026.409323.1359 FA آرمینا میرزاده گروه مدیریت، دانشکده علوم اداری، دانشگاه بین‌المللی امام رضا (ع)، خراسان رضوی، مشهد، ایران 0009-0002-8839-0789 سیدمرتضی غیورباغبانی گروه مدیریت، دانشکده علوم اداری، دانشگاه بین‌المللی امام رضا (ع)، خراسان رضوی، مشهد، ایران 0000-0001-5345-1516 Journal Article 2026 03 12 A B S T R A C T Intensifying competition among urban tourism destinations, along with shifting patterns of demand, has highlighted the importance of new determinants of competitiveness enhancement. In this context, innovation and creativity, when integrated with infrastructural and environmental components, can play a crucial role in strengthening the competitive position of urban destinations. This study examine the impact of innovation and creativity on urban tourism competitiveness, with a particular focus on tourism infrastructure, natural and cultural resources, supportive environments, and governance frameworks. The research is applied in nature and adopts a descriptive–survey design. The statistical population consists of tourism experts and practitioners in the Chabahar Free Zone, from which 223 respondents were selected using purposive sampling. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 software. The findings indicate that tourism infrastructure (β = 0.229) exerts the strongest direct effect on competitiveness, followed by supportive environments (β = 0.212) and innovation and creativity (β = 0.201). Moreover, the proposed model explains approximately 68% of the variance in tourism competitiveness. The results further demonstrate that innovation and creativity not only exert a direct effect but also function as a mediating mechanism, playing a significant role in transforming resource potential and infrastructural assets into dynamic competitive advantages. Extended Abstract Introduction Urban tourism has increasingly become a central component of contemporary urban development strategies, playing a significant role in economic vitality, cultural representation, and spatial transformation. In recent years, the intensification of global competition among destinations has compelled cities to search for new mechanisms capable of enhancing their competitiveness in sustainable and future‑oriented ways. Traditional competitive advantages rooted solely in natural, cultural, or historical resources are no longer sufficient, as modern tourists demand innovative, immersive, and personalized experiences. Consequently, many scholars emphasize that innovation and creativity represent fundamental drivers in shaping the competitive structure of tourism destinations, particularly within urban contexts where economic and cultural dynamics evolve rapidly. Innovation contributes to the modernization of services, adoption of digital technologies, improvement of managerial processes, and development of new tourism products that align with changing market expectations. Creativity, on the other hand, enriches tourism through interpretive depth, experiential design, cultural storytelling, artistic expression, and the construction of symbolic identities. Together, these elements enable destinations to convert static resources into dynamic and experience‑based tourism offerings. Chabahar, as Iran’s only oceanic port and a unique urban setting in the southeastern part of the country, represents a highly valuable yet underutilized tourism destination. The city benefits from privileged geographic positioning, diverse coastal and ecological landscapes, and a rich multicultural heritage rooted in long-standing trade and cultural interactions. Despite these inherent strengths, Chabahar has not achieved tourism growth proportional to its potential. This discrepancy underscores a critical challenge faced by many emerging destinations: the mere possession of natural and cultural assets does not automatically guarantee competitiveness. Instead, these resources must be activated through innovative planning, creative product development, institutional coordination, and infrastructural enhancement. Chabahar’s evolving economic role as part of the Free Trade–Industrial Zone adds further complexity, offering opportunities for investment, entrepreneurship, and urban transformation that can contribute to tourism development if properly integrated into strategic planning. The global shift toward creative and smart tourism models highlights the need for destinations to reimagine their tourism systems. Digital platforms, smart infrastructure, participatory governance, and creative economies increasingly shape tourists’ expectations and influence their destination choices. For a developing coastal city like Chabahar, adopting innovation‑driven and creativity‑oriented approaches is essential for improving competitiveness and establishing a coherent position within national and regional tourism networks. Understanding how innovation and creativity interact with other determinants such as infrastructure, supportive environments, and administrative frameworks therefore becomes particularly important. The present study examines these dynamics through an empirical analysis that evaluates the direct effects of multiple determinants on urban tourism competitiveness in Chabahar, while also interpreting the transformative roles of innovation and creativity within this structure. The significance of this research lies in its contribution to both theoretical and practical domains. At the theoretical level, it deepens the understanding of how innovation and creativity function as pivotal mechanisms in urban tourism competitiveness, especially in contexts where resource endowments exist but remain insufficiently operationalized. At the practical level, the study provides evidence‑based insights for policymakers, tourism managers, investors, and community stakeholders seeking to develop sustainable and experience‑based tourism strategies. By identifying the most influential drivers of competitiveness and clarifying how innovation and creativity can amplify their impacts, the research offers applicable guidance for strengthening Chabahar’s position as a distinctive tourism destination capable of sustained economic and cultural growth. Methodology This study adopts a quantitative, descriptive-correlational research design aimed at examining the structural relationships among key determinants of urban tourism competitiveness. The research is applied in nature and relies on empirical data collected from tourism professionals and stakeholders in Chabahar city. The statistical population includes managers, experts, and practitioners working in tourism-related organizations such as the Chabahar Free Zone Organization, the Cultural Heritage, Handicrafts and Tourism Administration, travel agencies, and local tourism service providers. A purposive sampling technique was employed to ensure that respondents possessed sufficient professional experience and knowledge in the field. Ultimately, 223 valid questionnaires were collected and analyzed. Data were accumulated using a structured questionnaire based on a five-point Likert scale ranging from strongly disagree to strongly agree. The questionnaire measured six latent constructs: tourism infrastructure, natural and cultural resources, supportive environment, executive framework, innovation and creativity, and tourism competitiveness. The measurement items were adapted from previous validated studies in tourism and innovation literature and refined to be align with the context of urban tourism in Iran. To ensure the reliability and validity of the measurement instrument, Cronbach’s alpha, composite reliability (CR), average variance extracted (AVE), and discriminant validity criteria (Fornell-Larcker and HTMT ratios) were applied. The results confirmed satisfactory reliability and validity levels for all constructs. For data analysis, Structural Equation Modeling (SEM) based on Partial Least Squares (PLS-SEM) was employed using SmartPLS 4 software. This approach was selected due to its suitability for exploratory models and complex relationships among latent variables. Bootstrapping with 5000 resamples was conducted to assess the statistical significance of path coefficients. Additionally, model fit indices, multicollinearity diagnostics, and predictive relevance tests (Q² and PLSpredict) were used to evaluate model robustness. Results and Discussion The empirical findings indicate that all proposed hypotheses are statistically supported, confirming that tourism infrastructure, natural and cultural resources, supportive environment, executive framework, and innovation and creativity all have significant positive effects on urban tourism competitiveness. Among these factors, tourism infrastructure exhibits the strongest direct effect on competitiveness (β = 0.229), followed by supportive environment (β = 0.212), innovation and creativity (β = 0.201), natural and cultural resources (β = 0.187), and executive framework (β = 0.164). The model explains approximately 68 percent of the variance in tourism competitiveness, indicating strong explanatory power. The findings highlight the central role of infrastructure in shaping destination performance. In the case of Chabahar, despite its strategic location and natural attractions, limitations in transportation systems, hospitality facilities, and digital infrastructure remain significant barriers to tourism development. Improving these components can significantly enhance accessibility, visitor satisfaction, and overall destination attractiveness. Natural and cultural resources also play a fundamental role in shaping the identity of Chabahar as a tourism destination. The presence of unique coastal landscapes, geological formations, and cultural diversity provides a strong foundation for developing experience-based tourism. However, the transformation of these resources into competitive advantages requires creative interpretation, storytelling, and community engagement. The supportive environment, including institutional frameworks, policies, and stakeholder collaboration, significantly influences the effectiveness of tourism development strategies. A well-coordinated governance system can facilitate investment, reduce uncertainty, and foster innovation ecosystems within the tourism sector. Similarly, the executive framework ensures that policies are effectively translated into operational actions, reducing the gap between planning and implementation. Innovation and creativity play a mediating and transformative role in this model. They act as mechanisms that convert static resources into dynamic tourism experiences. Through digital technologies, personalized services, and creative tourism design, innovation enhances efficiency and visitor engagement. Creativity strengthens emotional connections between tourists and destinations through cultural narratives, participatory activities, and immersive experiences. In this sense, innovation and creativity function as catalytic forces that integrate and amplify the effects of other determinants. Conclusion This study demonstrates that urban tourism competitiveness is the result of a complex interplay among structural, institutional, cultural, and innovation-related factors. Innovation and creativity, In the context of Chabahar, serve as key mediating forces that transform underlying resources and infrastructure into sustainable competitive advantages. The findings suggest that relying solely on physical infrastructure or natural attractions is insufficient for achieving long-term tourism development. Instead, a balanced and integrated approach that simultaneously strengthens infrastructure, enhances institutional support, leverages cultural and natural assets, and promotes innovation is essential. From a practical perspective, policymakers and tourism planners should prioritize investment in smart tourism infrastructure, encourage digital transformation, support creative tourism initiatives, and foster collaboration between public and private sectors. Furthermore, empowering local communities and integrating cultural authenticity into tourism experiences can significantly enhance destination differentiation and visitor loyalty. Overall, the study underscores the importance of transitioning from traditional tourism development models toward innovation-driven and creativity-oriented approaches. Such a shift is essential for improving the global competitiveness of emerging tourism destinations like Chabahar and ensuring sustainable and inclusive tourism growth. Funding There is no funding support. Authors’ Contribution The first author was responsible for the overall design of the study, the development of the theoretical framework, the development of the conceptual model, and the writing of the introduction and literature review sections. The first author also played the main role in analyzing and interpreting the findings and in drafting the discussion section. The second author contributed to the research methodology, the development of the data collection instrument, the implementation of the data collection process, and the statistical analysis using SmartPLS 4. The second author also played an active role in writing the results section and in the technical and scientific editing of the article. Both authors participated in the final review of the article and approved the final version. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. تشدید رقابت میان مقاصد گردشگری شهری و تغییر الگوهای تقاضا، ضرورت توجه به عوامل نوین ارتقای رقابت‌پذیری را برجسته کرده است. در این راستا، نوآوری و خلاقیت در تعامل با مؤلفه‌های زیرساختی و محیطی می‌توانند نقش مهمی در تقویت جایگاه رقابتی مقاصد شهری ایفا کنند. هدف این پژوهش، بررسی تأثیر نوآوری و خلاقیت بر رقابت‌پذیری گردشگری شهری با تأکید بر زیرساخت‌های گردشگری، منابع طبیعی و فرهنگی، بستر حمایتی و چارچوب اجرایی است. پژوهش حاضر از نوع هدف کاربردی بوده و با رویکرد توصیفی–پیمایشی انجام‌شده است. جامعه آماری شامل متخصصان و فعالان گردشگری شهری در منطقه آزاد چابهار بود که با استفاده از نمونه‌گیری هدفمند، ۲۲۳ نفر به عنوان نمونه انتخاب شدند. داده‌ها از طریق پرسش‌نامه ساختاریافته گردآوری و با بهره‌گیری از مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی در نرم‌افزار SmartPLS 4 تحلیل شدند. نتایج نشان داد زیرساخت‌های گردشگری (229/0=β) بیشترین تأثیر مستقیم را بر رقابت‌پذیری دارند و پس‌ازآن بستر حمایتی (212/0=β) و نوآوری و خلاقیت (201/0=β) قرار می‌گیرند. مدل پژوهش توانست حدود 68 درصد از واریانس رقابت‌پذیری را تبیین کند. یافته‌ها نشان می‌دهد نوآوری و خلاقیت علاوه بر اثر مستقیم، به عنوان سازوکاری میانجی، نقش مهمی در تبدیل ظرفیت‌های منابع و زیرساخت‌ها به مزیت رقابتی پویا ایفا می‌کنند.

https://jut.ut.ac.ir/article_106715_d713c06b574be4fa3d03a0691609f345.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 2 2026 08 02 Analysis of factors affecting the development of health tourism in the case study of Tehran تحلیل عوامل موثر بر گسترش گردشگری سلامت مورد مطالعه شهر تهران 33 51 107477 10.22059/jut.2026.402588.1331 FA گل زمان اوجاغی گروه مدیریت بازرگانی ، واحد امارات ، دانشگاه آزاد اسلامی ، دبی ، امارات متحده عربی محمد علی عبدالوند گروه مدیریت بازرگانی ، واحد علوم و تحقیقات ، دانشگاه آزاد اسلامی ، تهران ، ایران 0000-0001-6581-5030 کامبیز حیدرزاده هنزائی گروه مدیریت بازرگانی ، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران ، ایران فریز طاهری کیا گروه مدیریت ، واحد تهران غرب، دانشگاه آزاد اسلامی ، تهران ، ایران 0000-0001-7533-7490 Journal Article 2026 03 13 A B S T R A C T Among the emerging sectors of tourism, health tourism has considerable potential for investment and income generation, thereby contributing to growth and development; moreover, it is recognized as one of the world’s most competitive and profitable industries. Health tourism has become a major industry in the past decade, and following the increase in activity in this sector, the decision-making process of consumers and the factors affecting the expansion of health tourism have become of great importance to scholars. In the contemporary lifestyle, the necessity of health tourism has increased due to the emergence of various physical and mental diseases. In this study, an attempt was made to analyze and investigate the factors affecting the expansion of health tourism in Tehran. The study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population of includes people who have referred to medical centers in Tehran for treatment. In order to determine the sample size, due to the lack of a statistical population, the Cochran formula was used for an unlimited population, and the sample size estimated to be 384 people. The validity of the research tool was calculated utilizing the confirmatory factor analysis model and its reliability calculated employing Cronbach's alpha. The data were analyzed using SPSS and LISREL software through descriptive statistical methods and structural equation modeling. The findings exhibited that marketing mix with a path coefficient of 0.45, health tourism destination reputation with a path coefficient of 0.35, and service quality with a path coefficient of 0.33 have a positive and significant effect on the expansion of health tourism. Among the identified factors, the marketing mix factor had the most effect. Extended Abstract Introduction Health tourism refers to travel to a recreational area for health and medical purposes. It is a type of tourism that focuses on health and wellness and is classified in the patient market and not in the category of tourism that targets healthy people. Health tourism or medical tourism is a broad concept that encompasses high-quality health care services as well as some other facilities such as better accommodation, shopping, and sometimes recreational arrangements. In fact, health tourism is a form of tourism that includes all natural and cultural resources, rehabilitation and sports activities, facilities, and places with services related to the health and medical sector and the tourism sector to serve people who travel for physical and mental health reasons. Today, people travel for health as well as fitness, well-being and relaxation, and in response to this mounting demand, countries, healthcare providers and hospitality and tourism organizations are striving to offer a wider range of medical, health, and wellness tourism experiences. In health tourism, each segment meets different customer needs and is constantly evolving in line with societal and lifestyle changes. The growth of health tourism is also fueled by the changing demands of increasingly sophisticated travelers who are seeking not only new experiences but also meaningful experiences while traveling. Correspondingly, greater health awareness, acceptance of alternative treatments, and greater environmental and psychological awareness have all increased the demand for health-related tourism. Accordingly, many studies have pointed out a direct relationship among the components affecting health tourism. Researchers in the field of health tourism have provided various definitions of health tourism in numerous studies and described its advantages and disadvantages. Attention to health tourism in Iran has grown significantly in recent years. The significance of focusing on the health tourism system is so great that it has been highlighted in various documents such as Article 87 of the Law of the Fourth Program of Socio-Economic and Cultural Development of the country. The Ministry of Health was obliged to provide the necessary facilities within the framework of strategic commercial policies regarding the introduction of capabilities, supply and marketing of health services, as well as medical education, and related areas. Accordingly, the main question of the research is: What are the factors affecting the expansion of health tourism in Tehran? In order to answer the research question, the hypotheses are presented as follows: Marketing mix has a significant impact on the expansion of health tourism in Tehran. Destination reputation has a substantial influence on the development and expansion of health tourism in Tehran. Service quality has a noteworthy impact on the expansion of health tourism in Tehran. Methodology The present study is applied in terms of purpose and descriptive-analytical in terms of methodology. Library and field methods were used to collect data. The statistical population includes people who have referred to medical centers in Tehran for treatment. Due to the lack of accurate statistics on the number of people referring to hospitals and medical centers in Tehran from other provinces, the Cochran formula was employed for an unlimited population to determine the sample size, which estimated to be 384 people. Simple random sampling was used in this study. A questionnaire was used to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the composite reliability coefficient (cr). The value of Cronbach's alpha and the composite reliability coefficient for each variable are between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of the Cronbach's alpha and composite reliability of the questionnaire confirm the appropriate reliability of the questionnaire. The validity of the questionnaire was also confirmed in two stages: face validity and apparent validity through obtaining opinions from professors and experts, and divergent validity by calculating the average variance extracted (AVE) index. In this study, SPSS and LISREL software were used to analyze the research data. Findings and Discussion The present study was designed to investigate the factors affecting the expansion of health tourism in Tehran. The findings indicate that the marketing mix with a path coefficient of 0.45 has a significant effect on the expansion of health tourism. In explaining the results of this hypothesis, it can be stated that the factor that affects the expansion of health tourism and causes behavioral control of tourists is the elements of the marketing mix such as medical services (product), treatment cost (price), location, and promotion. For example, factors such as diverse medical services, provision of all medical services in one center, quality of medical services, experienced specialists, well-equipped hospitals, relative cost of treatment, easy access to medical centers, provision of special services to patients and their companions, existence of health villages, favorable climate, hot mineral waters, mud volcanoes, salt lakes, and healing natural resources affect the level of learning and consequently the involvement of tourists. Then, the relative advantage of these factors creates value for the tourists, and they feel that their needs are met and realized that this trip has more benefits than other methods or trips to other tourism destinations, because it eliminates operational costs and provides timely and accurate information. Another finding was the positive effect of the reputation of a health tourism destination with a path coefficient of 0.35 on the expansion of health tourism. The results of this hypothesis may be interpreted to indicate that reputation, understood as the belief, image, and public perception associated with a health tourism destination, constitutes its most important intangible asset and most powerful marketing tool. In the highly sensitive health tourism industry, where decisions revolve around the health and lives of individuals, a positive reputation is not only a competitive advantage, but also a fundamental prerequisite for survival and tourist attraction. Because health tourists value certainty, quality, and safety, a good reputation functions as a dependable signal of these characteristics. Deciding to travel for treatment or major surgery is associated with very high financial, medical, and emotional risks. Patients are choosing among different options around the world. A strong and positive reputation significantly reduces this perceived risk. When the name of a destination (such as Tehran for bone marrow transplants, Bangkok for cosmetic surgery, India for heart surgery, or Turkey for hair transplants) is associated with success, expertise, and safety, patients choose it with greater confidence. This trust is the cornerstone of their decision-making. Furthermore, the findings from the research hypothesis test showed that service quality had a significant impact on health tourism in Tehran with a path coefficient of 0.33. Medical tourism is actually a different tourism market with its specialized features. It may include everything from basic health care services to other infrastructure facilities and other items such as recreation, entertainment, and shopping. Accordingly, to become a very successful health tourism destination, there is a need for different types and levels of skilled people along with high-quality products and services. In addition to all these factors, even the country's climate and the individual attitude of the customer can affect the success of this industry. On the other hand, the main feature of this industry is a variety of uncontrollable elements that cannot be changed. But there is still an opportunity to cope with them to continue to live and shine in this large tourism sector for urban destinations such as Tehran by improving the quality of health tourism services. Conclusion For centuries, the pursuit of health and medical care has been one of the main reasons why people travel. Today, people travel even more than before to achieve treatment, health, peace, and wellness. Health tourism, as a subset of the tourism industry, has become a global and expanding phenomenon and is considered one of the attractive markets in the tourism industry. On the one hand, rising public awareness and concern about health, particularly following the COVID-19 pandemic, together with the growing desire to enhance quality of life through improved life satisfaction, happiness, and social welfare, have played an important role, on the other hand, the high cost of medical treatment in the country of origin, the lack of adequate insurance, long waiting lines, the low quality of medical services provided, and the development of technology and international transportation, which has facilitated many processes, are among the factors that encourage people to travel to other places for treatment and have caused an increasing demand for health tourism services. Therefore, the present study was designed to analyze the factors affecting the expansion of health tourism in the city of Tehran. The results indicated that the marketing mix has a significant effect on the expansion of health tourism, and the path coefficient obtained was equal to 0.45, and it can be said that the marketing mix explains 20% of the variance of the dependent variable, namely the expansion of health tourism. Given the positive value of the path coefficient, it can be concluded that the more active the health tourism destinations are in the field of marketing mix, the more opportunities are provided for the development of health tourism. Another result is the positive effect of the reputation of the health tourism destination on the expansion and growth of health tourism. Considering the path coefficient obtained, which was equal to 0.35, it can be stated that the reputation of the destination is able to explain 12.2 percent of the variance of the dependent variable. Another finding of this study is the positive impact of the quality of health tourism services on the expansion of health tourism. Considering the path coefficient obtained, which was equal to 0.33, this variable is able to explain 10.8 percent of the variance of the dependent variable, namely the expansion of health tourism. In accordance with the aforementioned findings, the following suggestions are presented to strengthen health tourism in Tehran: - It is recommended that, in addition to establishing appropriate and rigorous standards for Tehran’s health tourism services, efforts should be made to raise public awareness in this industry and increase quality by forming non-governmental organizations. - It is suggested that through establishing strong partnerships with leading hospitals and healthcare institutions, and investing in technology and precision medicine, efforts be made to develop advanced medical infrastructure and to expand training and expertise in specialized medical fields. - It is advised that in addition to the quality of services, attention be paid to providing transparent and affordable price packages, and hospitals and health tourism service centers post their price packages online. - Government support can also help encourage health tourism. For example, government airlines can help increase the influx of international patients to health tourism destinations by offering discounts to health tourists. - The international medical department of a hospital is the easiest way to reach target customers. It is recommended to provide valuable information to potential health tourists about the services offered and to alleviate communication barriers by utilizing trained staff who speak multiple languages for easy communication with patients. - Founding specialized clinics for high-demand treatments (such as dentistry, cosmetic surgery, heart, infertility). - Providing telemedicine services to follow up on the patient's condition after returning to their country. - Offer a “Complete Health Checkup” service as an attractive, low-risk product to attract new customers. - Value-based pricing: Emphasize the quality of service and expertise of doctors rather than offering the cheapest price. The price should reflect the quality and outcome. - Installment payment plans: Partner with financial companies to offer installment payment options for expensive treatments. Funding There is no funding support. Authors’ Contribution All of the authors approved thecontent of the manuscript and agreed on all aspects of the work. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. یکی از حوزه‌های نوین در گردشگری که قابلیت سرمایه‌گذاری و درآمدزایی در جهت رشد و توسعه را دارا می‌باشد گردشگری سلامت است که به عنوان یکی از صنایع درآمدزا و رقابتی در دنیا مطرح می‌باشد. گردشگری سلامت در دهه گذشته به صنعت بزرگی تبدیل‌شده و به دنبال افزایش فعالیت در گردشگری سلامت، فرآیند تصمیم‌گیری مصرف‌کنندگان و مؤلفه‌های تأثیرگذار بر گسترش گردشگری سلامت برای محققین از اهمیت بالایی برخوردار شده است. در سبک زندگی معاصر به علت ظهور بیماری‌های مختلف جسمی و روانی ضرورت گردشگری سلامت بیشتر شده است. در این تحقیق تلاش شد عوامل مؤثر بر گسترش گردشگری سلامت شهر تهران مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر از نظر هدف، کاربردی و از نظر روش توصیفی- تحلیلی است. جامعه آماری این تحقیق شامل افرادی می‌شود که به قصد درمان به مراکز درمانی شهر تهران مراجعه کرده‌اند. در جهت تعیین حجم نمونه با توجه به نبود تعداد جامعه آماری از فرمول کوکران برای جامعه نامحدود استفاده و حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. تجزیه و تحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS و لیزرل با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌ها نشان داد که آمیخته بازاریابی با ضریب مسیر 45/0، شهرت مقصد گردشگری سلامت با ضریب مسیر 35/0 و کیفیت خدمات با ضریب مسیر 33/0 بر گسترش گردشگری سلامت تأثیر مثبت و معناداری دارد. از بین عوامل شناسایی‌شده عامل آمیخته بازاریابی دارای بیشترین تأثیر بود.

https://jut.ut.ac.ir/article_107477_9b7b8990ed267fd3f543b1eee34a1051.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 2 2026 07 23 Survey of tourists’ awareness and knowledge of cultural and historical tourist attractions of the destination: A case study of Talesh County بررسی میزان آگاهی و شناخت گردشگران از جاذبه‌های فرهنگی و تاریخی مقصد مطالعه موردی: شهرستان تالش 53 71 106428 10.22059/jut.2026.398615.1310 FA نوید شهبازی نژاد طولارودی گروه جغرافیا و برنامه‌ریزی شهری، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، گیلان علی حاجی نژاد گروه جغرافیا و برنامه‌ریزی شهری، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، گیلان 0000-0001-8327-9438 حمیده بیگی گروه جغرافیا و برنامه‌ریزی شهری، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، گیلان 0000-0003-1190-2141 Journal Article 2026 03 13 A B S T R A C T Cultural and historical tourism constitutes a major sub-sector of the tourism industry and, beyond its economic benefits, plays a significant role in the recognition, preservation, and promotion of the cultural and historical heritage of societies. Owing to its diverse natural, historical, and cultural attractions, Talesh County possesses substantial potential for tourism development. However, the level of tourists’ awareness of these attractions can directly influence destination selection and the effectiveness of tourism policies. This study investigates tourists’ level of awareness of the cultural and historical attractions of Talesh County and identifies the factors influencing it, with the aim of proposing practical strategies for targeted marketing and the effective promotion of the county’s cultural and historical attractions. The study adopts a descriptive-analytical and applied research design, with data collected through both documentary and field methods. Data were collected using a questionnaire consisting of 28 Likert-scale items and 12 demographic questions. The statistical population included tourists who visited Talesh during the study period, and a sample of 384 respondents was selected using simple random sampling. The data were analyzed using SPSS software, applying one-sample and independent t-tests. The findings indicate that the majority of tourists traveled to Talesh primarily to visit natural attractions, while their level of awareness of cultural and historical attractions was below the average level. Tourists’ destination image was predominantly shaped by natural attractions. The findings underscore the need for targeted information dissemination and promotional activities to enhance awareness of Talesh’s cultural and historical attractions. Such measures can contribute to the sustainable development of tourism in the region. The utilization of mass media, social networks, and cultural events is recommended. Extended Abstract Introduction The tourism industry, as one of the largest and most dynamic sectors of the global economy, plays a crucial role in the economic, social, and cultural development of societies. Among the various forms of tourism, cultural and historical tourism has gained particular significance due to its emphasis on heritage, identity, and indigenous values. This form of tourism not only contributes to the revitalization of historical monuments and traditional customs but also fosters mutual understanding and cultural exchange among nations. Owing to its ancient civilization and strategic geographical location, Iran is considered one of the most culturally and historically rich countries in the world, with substantial capacity to attract both domestic and international tourists. Within this context, Gilan Province, and particularly Talesh County located along the western coast of the Caspian Sea, possesses exceptional tourism potential. Talesh is not merely a destination for nature-based tourism resulting from its climatic and geographical diversity; it also encompasses a valuable reservoir of historical heritage, cultural traditions, and long-standing rituals. Despite this richness, the prevailing destination image of Talesh among tourists and even tourism planners remains largely confined to natural attractions such as forests and coastal landscapes. In other words, notwithstanding the region’s extensive cultural and historical assets, tourists’ level of awareness of these attractions remains notably low, leading to a destination image that is partial and unbalanced. The absence of clear empirical evidence regarding tourists’ familiarity with the history, culture, and heritage of Talesh, as well as the factors shaping this limited perception, has created a significant barrier to effective tourism planning and marketing. When tourists visit Talesh primarily through an ecotourism-oriented perspective and remain unaware of its deeper cultural layers, the prospects for sustainable tourism development in the region are undermined. Accordingly, this study seeks to address this critical gap by assessing tourists’ level of awareness of the cultural and historical attractions of Talesh, analyzing the process through which their destination image is formed, and examining the role that such awareness, or lack thereof, plays in the final selection of Talesh as a travel destination. Ultimately, the study aims to propose practical strategies for improving tourism marketing and reshaping the destination image of Talesh toward a more comprehensive and culturally and historically enriched tourism brand. Methodology This study is applied in terms of purpose and descriptive–analytical in terms of nature and methodology, and it is designed using a mixed-methods approach that integrates quantitative and qualitative perspectives to achieve a more comprehensive examination of the research topic. The statistical population of the study consists of all tourists who visited Talesh County during the period of data collection. Data were gathered using a researcher-developed questionnaire comprising two main sections. The first section focuses on the demographic characteristics of respondents, including age, gender, educational level, and mode of familiarity with the destination. The second section includes a set of items designed to measure tourists’ levels of awareness, knowledge, and perceptions of the cultural and historical attractions of Talesh. These items were structured using a five-point Likert scale to assess the degree of respondents’ agreement or disagreement. The face and content validity of the research instrument were confirmed by experts and academic specialists in the fields of tourism and cultural heritage. In addition, the reliability of the questionnaire was assessed using Cronbach’s alpha coefficient, which indicated an acceptable level of internal consistency among the items. Simple random sampling was employed to select the respondents, and the sample size was determined using Cochran’s formula, taking into account the desired confidence level and acceptable margin of error. The collected data were analyzed using statistical software at both descriptive and inferential levels. Descriptive analysis included frequency distributions and mean values, while inferential analysis involved one-sample and independent t-tests to examine group differences and to determine the extent to which the examined variables influenced tourists’ levels of awareness. Results and Discussion The analysis of the questionnaire data revealed several significant findings regarding the status of cultural tourism in Talesh. The results indicate that tourists’ levels of awareness and knowledge of the cultural and historical attractions of Talesh, particularly in relation to intangible heritage such as local customs, traditional music, and indigenous clothing, as well as historical buildings, are below the average level. In contrast, tourists’ perceptions of natural attractions were rated considerably higher. This finding confirms that the dominant destination image of Talesh among tourists remains strongly nature-oriented, while cultural and historical dimensions occupy a marginal and less visible position within this mental image. Further analysis demonstrates that multiple factors contribute to this low level of cultural awareness. One of the most influential factors is the nature of information channels. The results show that the majority of tourists became familiar with Talesh through friends and acquaintances, whereas official media and digital platforms have played a limited role in introducing the region’s cultural attractions. Word-of-mouth promotion typically emphasizes general and visually appealing aspects, such as landscapes and natural scenery, and rarely engages with deeper cultural content. In addition, the short duration of tourists’ stays and the dominant forms of accommodation, often informal or private villas, have reduced opportunities for meaningful interaction with local culture and limited visits to museums or historical sites. Moreover, the findings reveal that demographic variables such as educational level and source of information have a statistically significant impact on cultural awareness. Tourists who obtained information about the destination through specialized tourism sources or digital media exhibited a more accurate and comprehensive understanding of historical attractions. This outcome highlights existing deficiencies in the local tourism interpretation and guiding system. The lack of adequate informational signage, educational brochures, and organized cultural programs within accommodation facilities has hindered the effective transfer of cultural knowledge, even during tourists’ presence in the destination. These findings are consistent with international research emphasizing the role of heritage interpretation and storytelling in destination marketing. When tourists’ destination image is shaped by a single dimension, predominantly nature, their motivation for repeat visitation and their willingness to spend on cultural experiences tend to decline. Conclusion This study was conducted to examine tourists’ levels of awareness and knowledge of the cultural and historical attractions of Talesh County and to assess their influence on the destination image. The results indicate that although Talesh possesses considerable potential in the field of cultural tourism, these capacities have not been adequately recognized or effectively marketed. The current destination image held by tourists, which is largely constructed around natural attractions, has created an obstacle to the balanced development of tourism in the region. Based on the findings, it can be concluded that enhancing tourists’ awareness is directly associated with improving the destination image and, consequently, attracting more targeted visitor segments. To address this situation, the region’s marketing approach must shift from an exclusively nature-oriented focus toward an integrated strategy that combines nature and culture. The proposed strategies include the design of promotional campaigns centered on the cultural heritage of Talesh, the use of digital media and social networks to narrate the region’s historical stories, the training of local guides to ensure the accurate transmission of indigenous culture, and the development of interpretive infrastructure, such as local museums and cultural centers, to enrich tourists’ experiences. Ultimately, strengthening the cultural dimension of tourism in Talesh will not only contribute to the diversification of tourism products but also support the preservation and continuity of the region’s historical and cultural identity. By increasing tourists’ length of stay and expenditure, such an approach can lead to sustainable socio-economic development in Talesh County. In the absence of well-defined and coherent strategies, Talesh is likely to remain a single-dimensional destination and to forgo its potential competitive advantages within the cultural tourism market. 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. گردشگری فرهنگی و تاریخی یکی از زیرشاخه‌های کلیدی صنعت گردشگری است که افزون بر منافع اقتصادی، نقش مهمی در شناخت، حفظ و ترویج میراث فرهنگی و تاریخی جوامع دارد. شهرستان تالش به دلیل برخورداری از جاذبه‌های متنوع طبیعی، تاریخی و فرهنگی، ظرفیت بالایی برای توسعه گردشگری دارد. با این حال، آگاهی گردشگران از این جاذبه‌ها می‌تواند مستقیماً بر انتخاب مقصد و اثربخشی سیاست‌های گردشگری تأثیرگذار باشد. پژوهش حاضر به بررسی میزان آگاهی گردشگران از جاذبه‌های فرهنگی و تاریخی شهرستان تالش و شناسایی عوامل مؤثر بر آن می‌پردازد تا با شناسایی عوامل مؤثر، راهکارهای عملی برای بازاریابی هدفمند و معرفی مؤثر جاذبه‌های فرهنگی-تاریخی تالش ارائه شود. این مطالعه توصیفی-تحلیلی و کاربردی است و داده‌ها به صورت کتابخانه‌ای و میدانی گردآوری شده‌اند. ابزار گردآوری، پرسشنامه‌ای با ۲۸ گویه در مقیاس لیکرت و ۱۲ سؤال جمعیت شناختی بود. جامعه آماری گردشگرانی بودند که در زمان تحقیق به تالش سفر کرده بودند. نمونه‌گیری به روش تصادفی ساده و با حجم ۳۸۴ نفر انجام شد. داده‌ها با نرم‌افزار SPSS و آزمون t تک نمونه‌ای و t مستقل تحلیل شدند. نتایج نشان داد بیشتر گردشگران با هدف بازدید از جاذبه‌های طبیعی به تالش سفرکرده‌اند و آگاهی آنان از جاذبه‌های فرهنگی و تاریخی کمتر از حد متوسط بوده است. تصویر ذهنی آنان عمدتاً بر جاذبه‌های طبیعی متمرکز است. یافته‌ها بر ضرورت اطلاع‌رسانی و تبلیغات هدفمند برای افزایش آگاهی از جاذبه‌های فرهنگی و تاریخی تالش تأکید دارند. این اقدام می‌تواند به توسعه پایدار گردشگری منطقه کمک کند. بهره‌گیری از رسانه‌ها، شبکه‌های اجتماعی و رویدادهای فرهنگی توصیه می‌شود.

https://jut.ut.ac.ir/article_106428_af6ab19226b0d34e324ee57178e4c26b.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 2 2026 08 03 Mapping the Knowledge Domain of Smart Tourism 2015-2024: Analysis of Trends, Collaboration Networks, and Conceptual Structure ترسیم نقشه دانش گردشگری هوشمند 2015-2024: تحلیل روندها، شبکه‌های همکاری و ساختار مفهومی 73 89 107015 10.22059/jut.2026.395779.1297 FA ذبیح الله ترابی گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران 0000-0002-9347-2722 سمیرا علی پور گروه جغرافیا و برنامه‌ریزی روستایی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران ستاره مزجینی گروه جغرافیا انسانی و برنامه‌ریزی، دانشکده جغرافیا، دانشگاه تهران، تهران، ایران Journal Article 2026 03 14 A B S T R A C T The global proliferation of information and communication technologies, particularly in the tourism industry, has led to the emergence of the smart tourism paradigm, which has become a central theme in academic research. This study employs a bibliometric approach to provide a comprehensive overview of the knowledge structure and evolutionary trends within this field. By analyzing 487 articles from the Scopus databases over the period 2013–2024, the study reveals research patterns through three lenses: key authors, geographical distribution, and conceptual clusters. Findings indicate that the pivotal turning point for the growth of smart tourism research occurred in 2015, when foundational theoretical frameworks were developed by pioneering scholars such as Koo, Gretzel, Buhalis, and Xiang. The analysis of scientific collaboration networks highlights an uneven geographical distribution, with the United States, South Korea, China, the United Kingdom, and Spain leading in knowledge production. A co-occurrence mapping of keywords identifies five main conceptual clusters: smart technologies, destination management and development, tourist experience, competitiveness and cultural heritage, and ICT in hospitality. The results also point to a gradual shift from a narrow focus on technological infrastructure to more holistic approaches that consider human, social, and environmental dimensions. Identified research gaps include a lack of studies in rural and developing regions, limited in-depth qualitative research, and insufficient attention to ethical, security, and cultural authenticity issues. This study offers a roadmap for future research directions and practical implications for policymakers, destination managers, and tourism industry stakeholders. Extended Abstract Introduction The widespread adoption of information and communication technologies (ICT) globally has created a fundamental transformation in the tourism industry, giving rise to the smart tourism paradigm. Smart tourism, as an innovative concept that integrates advanced technological infrastructure with traditional tourism services, has created new opportunities for enhancing tourist experiences, optimizing destination management, and increasing competitiveness. This paradigm shift represents a convergence of digital transformation with traditional hospitality and tourism practices, enabling destinations to leverage real-time data, intelligent systems, and interconnected devices to create more personalized, efficient, and sustainable tourism experiences. The emergence of smart tourism has been particularly accelerated by technological advancements including Internet of Things (IoT), big data analytics, artificial intelligence, and mobile computing platforms. These technologies have not only transformed how tourists interact with destinations but also revolutionized destination management strategies, marketing approaches, and service delivery mechanisms. The COVID-19 pandemic further accelerated the adoption of smart tourism technologies, highlighting their crucial role in ensuring safety, managing capacity, and maintaining operational continuity. With the remarkable growth of research in this field over the past decade, encompassing diverse disciplines from computer science to hospitality management, there is a need for comprehensive understanding of knowledge structure, evolutionary trends, and research patterns. This study aims to map the knowledge domain of smart tourism during 2015-2024, identifying main research themes, analyzing scientific collaboration networks, and revealing the conceptual structure of this rapidly evolving field. Methodology This study adopts a descriptive-analytical approach using advanced scientific network analysis techniques to provide a comprehensive overview of smart tourism research landscape. Research data were systematically collected from reputable databases including and Scopus, covering publications from 2015 to 2024. The initial search strategy employed specific keywords related to smart tourism, smart destinations, and intelligent tourism systems, resulting in an initial dataset of over 800 publications. Following a rigorous screening process that included relevance assessment, duplicate removal, and quality evaluation, 487 articles were selected for final analysis. The methodological framework encompassed multiple analytical approaches: descriptive analysis of publication trends to identify temporal patterns and growth trajectories, co-citation analysis to map the intellectual structure and identify foundational works, co-word analysis to discover thematic clusters and conceptual relationships, and scientific collaboration network analysis to examine research partnership patterns and institutional connections. Advanced bibliometric software tools including VOSviewer for network visualization, CiteSpace for temporal analysis and burst detection, and Bibliometrix package in R environment were employed for comprehensive data analysis and scientific map generation. The analytical process also incorporated social network analysis techniques to examine author collaboration patterns, institutional partnerships, and cross-country research networks. Results and Discussion The comprehensive analysis revealed significant insights into the evolution and structure of smart tourism research. Publication trend analysis demonstrated that smart tourism experienced remarkable exponential growth from 2015, with a notable acceleration beginning in 2017 and peak publication volumes occurring during 2018-2020, followed by continued steady growth through 2024. This pattern reflects the maturation of the field and its integration into mainstream tourism research. Author productivity and impact analysis identified key influential researchers who have shaped the theoretical foundations of the field. Chulmo Koo emerged as the most prolific author with 22 articles and 1,691 citations, demonstrating exceptional research output and impact. Ulrike Gretzel, recognized as a pioneer in the field, contributed 11 articles with 1,472 citations, while Marianna Sigala, with 4 articles and 1,279 citations, showed remarkable citation impact per publication. Other significant contributors include Dimitrios Buhalis, Zheng Xiang, and Josep Ivars-Baidal, collectively forming the core intellectual community. Geographic distribution analysis revealed pronounced research concentration in technologically advanced economies, with the United States leading in citation impact (47 articles, 3,389 citations), South Korea showing highest productivity relative to population (51 articles, 2,542 citations), and China demonstrating the largest publication volume (138 articles, 1,989 citations). European countries, particularly Spain, Italy, and the United Kingdom, also contributed significantly to the knowledge base. The co-word analysis unveiled five distinct but interconnected thematic clusters that define the conceptual landscape: smart technologies cluster encompassing big data analytics, IoT applications, and artificial intelligence implementations; destination management and development cluster focusing on tourism management strategies, governance frameworks, and innovation processes; tourist experience cluster examining tourist behavior, personalization mechanisms, and service quality; competitiveness and cultural heritage cluster addressing destination positioning and heritage preservation; and ICT in hospitality cluster exploring technological applications in accommodation and service sectors. The concept "smart destination" with 374 occurrences and 503 link strength emerged as the most central and integrative concept, serving as a bridge connecting all thematic areas and demonstrating its fundamental role in the field's conceptual architecture. Conclusion This comprehensive knowledge mapping study demonstrated that smart tourism has undergone a remarkable transformation from a purely technological concept to a sophisticated, multidisciplinary paradigm that encompasses technological, managerial, experiential, cultural, and sustainability dimensions. The field has matured from initial technology-focused discussions to more holistic approaches that consider human factors, social implications, and environmental sustainability. Several critical research gaps were identified, including significant geographic imbalance favoring developed countries, insufficient representation of rural and heritage destinations, limited attention to developing country contexts, and inadequate focus on ethical considerations, privacy concerns, and digital divide issues. The temporal analysis revealed an evolution from infrastructure-focused research toward experience-centric and sustainability-oriented investigations. Future research directions should prioritize strengthening international collaborations to address geographic disparities, developing context-specific frameworks for diverse cultural and economic settings, intensifying focus on social equity and inclusion in smart tourism development, and advancing theoretical foundations through interdisciplinary approaches. The study's findings provide valuable insights for researchers, policymakers, destination managers, and industry practitioners, offering a roadmap for future investigations and practical applications in smart tourism development. 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. فراگیری فناوری‌های اطلاعاتی و ارتباطی در عرصه جهانی، به ویژه در صنعت گردشگری، موجب ظهور پارادایم گردشگری هوشمند شده که اکنون به موضوعی محوری در پژوهش‌های علمی تبدیل گشته است. این مقاله با بهره‌گیری از روش کتاب سنجی، تصویری جامع از ساختار دانش و روندهای تکاملی این حوزه ارائه می‌کند. تحلیل 487 مقاله از پایگاه و Scopus طی دوره زمانی 2013-2024، الگوهای پژوهشی را از سه منظر نویسندگان کلیدی، توزیع جغرافیایی و خوشه‌های مفهومی آشکار می‌سازد. یافته‌ها نشان می‌دهد نقطه عطف رشد پژوهش‌های گردشگری هوشمند سال 2015 بوده، هنگامی‌که چارچوب‌های نظری بنیادین توسط پژوهشگران پیشگامی همچون کو، گرتزل، بوهالیس و ژیانگ تدوین گردید. تحلیل شبکه همکاری علمی بیانگر توزیع نامتوازن جغرافیایی پژوهش‌هاست، به طوری که کشورهای ایالات‌متحده، کره جنوبی، چین، انگلستان و اسپانیا بیشترین سهم را در تولید دانش داشته‌اند. ترسیم نقشه هم‌رخدادی واژگان، پنج خوشه مفهومی اصلی را آشکار ساخت: فناوری‌های هوشمند، مدیریت مقصد و توسعه، تجربه گردشگر، رقابت‌پذیری و میراث فرهنگی، و فناوری اطلاعات و ارتباطات در میهمان‌نوازی. تحلیل‌ها همچنین نشان‌دهنده گذار تدریجی از تمرکز صرف بر زیرساخت‌های فناورانه به سمت رویکردهای جامع‌تر با توجه به ابعاد انسانی، اجتماعی و زیست‌محیطی است. شکاف‌های پژوهشی شناسایی‌شده شامل کمبود مطالعات در مناطق روستایی و کشورهای درحال‌توسعه، محدودیت پژوهش‌های کیفی عمیق، و توجه ناکافی به ابعاد اخلاقی، امنیتی و حفظ اصالت فرهنگی است. این پژوهش چشم‌اندازی برای جهت‌گیری تحقیقات آتی ترسیم می‌کند و پیامدهای عملی برای سیاست‌گذاران، مدیران مقاصد و فعالان صنعت گردشگری ارائه می‌دهد.

https://jut.ut.ac.ir/article_107015_24b6c4cffb9c2615f965ead4c30480b2.pdf