دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 08 23 Exploring the Role of Historical Sites in Tourists’ Place Attachment and Realizing Sense of Place: A case study of Zandieh Complex, Shiraz, Iran واکاوی نقش بناهای تاریخی در ایجاد دل‌بستگی مکانی گردشگران و تحقق حس مکان مطالعه موردی: مجموعه زندیه شیراز 1 21 107966 10.22059/jut.2026.399468.1313 FA مهسا شعله بخش شهرسازی، دانشکده هنر و معماری، دانشگاه شیراز، شیراز، ایران 0000-0001-7559-4614 فاطمه برزگر بخش شهرسازی، دانشکده هنر و معماری، دانشگاه شیراز، شیراز، ایران 0009-0004-7954-5691 سهند لطفی بخش شهرسازی، دانشکده هنر و معماری، دانشگاه شیراز، شیراز، ایران 0000-0001-9673-5658 Journal Article 2026 04 13 A B S T R A C T This study investigates the mechanisms underlying tourists’ place attachment and sense of place within the historical Zandiyeh complex in Shiraz. Sense of place and the place attachment are central components to tourism and historic environment research. These components explain how individuals perceive, experience, and develop emotional connections with specific locations. These concepts enhance the quality of tourism experiences and help sustain the cultural values of historic environments. This applied research adopts a qualitative methodology and thematic analysis. Data were collected through open-ended questions based on experiential narratives from 61 tourists and citizens. The analysis included 138 textual narratives using MAXQDA software. The findings reveal that the sense of place in the Zandiyeh historical complex emerges from the interaction between two main dimensions: functional and perceptual–experiential components. The Functional components, including land-use, accessibility, and physical characteristics, provide the initial framework for experiencing the place, while perceptual–experiential components, including objective landscape, subjective landscape, meaning, memory, and sensory experience, play a decisive role in transforming a historic space into a meaningful place for users. The results demonstrate that enhancing the sense of place in historic environments cannot be achieved solely through physical conservation and the preservation of architectural values; rather, it requires simultaneous attention to the symbolic, identity-related, social, and experiential dimensions of place. Accordingly, policies for the management and regeneration of historic areas should move beyond the preservation of physical elements and focus on strengthening identity-defining features, improving environmental experience, and developing cultural and social activities. Extended Abstract Introduction Historic urban areas represent some of the most valuable cultural, social, and spatial assets of cities. Beyond their architectural significance and historical importance, these environments function as living settings where collective memories, social interactions, cultural practices, and human experiences are continuously produced and reproduced. They provide a physical and symbolic connection between the past and the present, allowing communities and visitors to engage with layers of historical meaning embedded in urban space. However, contemporary processes of rapid urbanization, modernization, and spatial transformation have created significant challenges for historic environments. The rising emphasis on physical development and infrastructure improvement has often led to the neglect of the perceptual, emotional, and symbolic dimensions of place. Consequently, many historic areas have experienced declining environmental quality, weakened relationships between people and place, and spatial identity gradual erosion. Recent studies in architecture, urban planning, environmental psychology, and tourism emphasize the experiential dimensions of historic environments. Rather than treating places as static, these approaches highlight their dynamic nature—outcomes of interaction among physical structures, social activity, cultural meanings, and human experience. In this context, the frameworks of “sense of place” and “place attachment” are central to understanding how individuals connect with their environments. Sense of place is a multidimensional concept that describes the relationship between individuals and their surroundings through perceptual, emotional, cognitive, and symbolic processes. It emerges from the interaction among a place's physical characteristics, its functional patterns, social relationships, cultural values, and users’ personal experiences. Unlike traditional approaches that define place primarily through physical characteristics, contemporary interpretations consider place as a meaningful construct created through human engagement. A physical space becomes a meaningful place when it is capable of generate identities, emotional responses, memories, and personal or collective associations among its users. A sense of place extends beyond visual appreciation and architectural quality. It includes memories, historical narratives, cultural meanings, lived experiences, and emotional responses that influence how individuals understand and value a place. Historic environments are particularly important in this regard because they contain multiple layers of meaning accumulated over time. Their architectural authenticity, cultural narratives, and connection to collective memory offer individuals opportunities to experience identity, continuity, and belonging. Therefore, historic places are not only preserved physical remains of the past but also active environments where meanings are continuously interpreted and reconstructed. Place attachment, as a concept closely to the sense of place, refers to the emotional, cognitive, and behavioral relationship that individuals develop with specific environments. This attachment emerges through direct experiences, social interactions, personal memories, and recognition of the symbolic and functional values of places. In tourism studies, place attachment has gained considerable attention because it influences visitors’ satisfaction, emotional engagement, destination loyalty, intention to revisit, and willingness to recommend destinations to others. Understanding how place attachment develops is therefore essential for improving tourism experiences and supporting the sustainable management of heritage environments. Despite increased focus on these concepts, numerous studies examine sense of place and place attachment separately. Research often prioritizes physical, architectural, or historical aspects, paying less attention to how environmental qualities become meaningful experiences. The relationship between physical features, user perceptions, lived experiences, and emotional bonds with historic places remains underexplored. As the value of historic environments depends on both preservation and user interpretation, further study is necessary to reveal how the sense of place and attachment arises. The Zandiyeh historical complex in Shiraz, Iran, provides an appropriate context for investigating these relationships. As one of the most significant heritage complexes in Iran, it includes several significant historic components, including Vakil Bazaar, Vakil Mosque, Vakil Bathhouse, Karim Khan Citadel, and Nazar Garden (Pars Museum). The complex represents a unique combination of architectural heritage, commercial activities, cultural practices, and everyday urban life. Unlike purely preserved heritage sites, the Zandiyeh complex continues to function as a living urban environment where residents, visitors, traders, and cultural activities interact. This combination of historical significance and contemporary use creates a complex experiential setting in which meanings are produced, and place attachment can develop. This study specifically investigates how the Zandiyeh historical complex contributes to tourists’ sense of place and place attachment, contending that the experiential and symbolic dimensions of the environment are crucial for forming these bonds. It seeks to identify which environmental, experiential, and symbolic factors enable users to develop meaningful, emotional relationships with this historic urban environment. Methodology This applied study employed a qualitative approach and thematic analysis. Qualitative methods are chosen because sense of place and place attachment involve subjective perceptions and emotions that cannot be captured by quantitative data alone. These methods let researchers explore how individuals experience, interpret, and form connections with places through direct encounters. Data were gathered through open-ended questions about participants’ personal experiences. The questionnaire was distributed online to those who had visited the Zandiyeh complex. Questions covered perceptions, emotions, memories, and interpretations of the complex’s parts, especially the five main components: Vakil Bazaar, Vakil Bathhouse, Vakil Mosque, Nazar Garden (Pars Museum), and Karim Khan Citadel. A total of 61 participants contributed to the study, providing 138 textual narratives describing their experiences. Purposeful sampling was employed to ensure that participants had direct experience of the environment under study. Data collection sustained until theoretical saturation was reached, meaning that additional narratives no longer generated substantially new concepts or themes. Narratives were analyzed in MAXQDA using thematic analysis. First, researchers reviewed texts multiple times to understand overall experiences. They then identified units related to spatial perception, emotions, environmental qualities, and meanings. Initial codes were created inductively to allow themes to emerge from the narratives, rather than from preset categories. Next, similar codes were grouped into categories. These categories were synthesized into main themes that reflect key dimensions of sense of place: accessibility, function, physical structure, objective landscape, and subjective landscape. Environmental challenges, such as insufficient services, limited facilities, poor lighting, and functional issues, were also identified as negative factors for visitors. Several strategies were applied to enhance the credibility and reliability of the research. These included multiple reviews of the collected narratives and the coding process, continuous comparison between the raw data and extracted themes, thematic consistency evaluation, and consultation with experts in urban design and historic urban environments. Results and discussion The findings indicate that the sense of place in the Zandiyeh historical complex is a multilayered phenomenon shaped through the interaction of physical, functional, perceptual, social, and symbolic dimensions. The analysis of the participants’ narratives demonstrates that no single dimension independently accounts for users’ experiences. Instead, a sense of place emerges from the combined contribution and mutual reinforcement of different environmental and experiential factors. Among these dimensions, symbolic and meaningful aspects most strongly influenced visitor perceptions. Concepts such as connection to the past, historical identity, memorability, and culture recur in narratives. This illustrates visitors observe the Zandiyeh complex not just as historic buildings, but as a meaningful environment to connect with history, identity, and Shiraz’s memory. The perceptual and sensory dimension also played an imperative role in shaping memorable experiences. Participants frequently referred to architectural details, visual qualities, environmental sounds, spatial atmosphere, lighting conditions, and human presence as influential factors shaping their experiences. These findings demonstrate that historic environments create meaningful experiences through multiple senses rather than solely through visual appreciation. The combination of architectural character and social activity contributes to the formation of lasting mental images of places. From a functional perspective, activities’ diversity, accessibility, and spatial vitality were identified as important contributors to the sense of place. Among the different parts of the Zandiyeh complex, Vakil Bazaar demonstrated the strongest capacity to enhance visitors’ experiences. Its continuous commercial activities, social interactions, pedestrian presence, and everyday vitality transform it into an active and dynamic historic environment. In contrast, less active areas with fewer social interactions and limited functions provided weaker experiences of place attachment. At the physical level, architectural authenticity, spatial coherence, and preservation quality were recognized as fundamental factors shaping positive perceptions of the complex. However, the findings indicate that physical qualities alone are insufficient to create a strong sense of place. Historic elements become meaningful when they are supported by human activities, social interactions, and opportunities for experiential engagement. The findings suggest that the sense of place in the Zandiyeh historical complex should be understood as a dynamic process rather than a fixed characteristic determined only by physical attributes. This process begins with the perception of environmental qualities, develops through sensory and social experiences, and ultimately results in the formation of meanings and emotional bonds with the place. A major contribution of this study is highlighting the dominant role of meaning in historic environments. While conventional heritage conservation approaches have often prioritized physical preservation, the findings demonstrate that the long-term value of historic places depends largely on their ability to generate meanings and emotional connections among users. Physical conservation is necessary, but without considering human experience, it cannot fully support the creation of strong relationships between people and historic environments. The study also emphasizes the importance of social vitality in sustaining historic places. Vakil Bazaar illustrates how everyday activities and continuous human presence can preserve both historical value and social relevance. The findings suggest that historic environments remain meaningful when they continue to support social interaction, cultural practices, and everyday urban life. Furthermore, the research reveals a reciprocal relationship between the sense of place and place attachment. Positive experiences contribute to the formation of meanings and emotional connections, while stronger attachment reinforces users’ perceptions and appreciation of the place. This indicates that the relationship between people and historic environments is not linear but continuously reproduced through experience. Conclusion This study demonstrated that the sense of place and place attachment in the Zandiyeh historical complex are outcomes of a complex interaction among physical, functional, perceptual, social, and symbolic dimensions. Although architectural authenticity and historical values provide the foundation for experiencing the place, symbolic factors such as memory, identity, meaning, and connection with the past play a central role in developing emotional relationships between users and historic environments. The results suggest that the management of historic places should move beyond a purely conservation-oriented approach toward an experience-based framework. Such an approach should consider users’ perceptions, social interactions, cultural activities, and meaning-making processes as equally important components of successful heritage management. The Zandiyeh historical complex represents a valuable example of a living heritage environment with significant potential to strengthen urban identity, enhance sustainable tourism experiences, and foster deeper relationships between people and place. Realizing this potential requires integrating architectural conservation with cultural planning, improving visitor services, and activating historic spaces socially. Funding There is no funding support. Authors’ Contribution Mahsa Sholeh: Scientific guidance of the article, supervision of methodology and analysis process, review and completion of scientific content, integration of the article text, final editing, preparation of the final version, and responsibility for correspondence and article submission. Fatemeh Barzegar: Compilation and review of sources, development of theoretical foundations and analytical framework of the research, interpretation of findings, extraction of the initial structure of the article, effective participation in revising and finalizing the scientific text. Sahand Lotfi: Participation in advancing research discussions, providing expert consultation during the study process, participation in evaluating results and scientific review of the article. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. پژوهش حاضر با هدف واکاوی نقش مجموعه تاریخی زندیه شیراز در شکل‌گیری دل‌بستگی مکانی گردشگران و تحقق حس مکان انجام‌شده است. حس مکان و دل‌بستگی مکانی از مفاهیم بنیادین در مطالعات گردشگری هستند که بیانگر پیوندهای ادراکی، عاطفی و معنایی افراد با فضاهای تاریخی‌اند و می‌توانند کیفیت تجربه گردشگران را به‌طور قابل‌توجهی تحت تأثیر قرار دهند. این پژوهش از نظر هدف کاربردی و از نظر ماهیت کیفی است و با استفاده از روش تحلیل مضمون انجام‌شده است. داده‌ها از طریق پرسشنامه باز مبتنی بر روایت تجربه از ۶۱ گردشگر و شهروند گردآوری شد و در مجموع ۱۳۸ روایت متنی با استفاده از نرم‌افزار MAXQDA تحلیل گردید. یافته‌ها نشان داد که حس مکان در مجموعه زندیه تحت تأثیر دو دسته مؤلفه اصلی شامل عوامل عملکردی (کاربری، دسترسی و ویژگی‌های کالبدی) و عوامل ادراکی_تجربی (منظر عینی و منظر ذهنی) شکل می‌گیرد. در میان این مؤلفه‌ها، معنا، سرزندگی، غنای حسی و پیوند با گذشته بیشترین نقش را در تقویت دل‌بستگی مکانی و ایجاد تجربه مثبت برای گردشگران دارند. همچنین بازار وکیل به دلیل تنوع فعالیت‌ها، حضورپذیری بالا و پویایی فضایی، بیشترین سهم را در ارتقای حس مکان در میان بخش‌های مختلف مجموعه داشته است. نتایج پژوهش بیانگر آن است که تقویت حس مکان در فضاهای تاریخی صرفاً به حفاظت کالبدی محدود نمی‌شود، بلکه نیازمند توجه هم‌زمان به ابعاد فرهنگی، هویتی و تجربی فضا است. در نتیجه، بهبود کیفیت محیط، تقویت عناصر هویت‌بخش و توسعه برنامه‌های فرهنگی می‌تواند نقش مؤثری در افزایش دل‌بستگی مکانی گردشگران و پایداری گردشگری در بافت‌های تاریخی ایفا کند.

https://jut.ut.ac.ir/article_107966_c54617c0416d88a96e5287553de05c33.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 08 23 A Model of Marketing Strategies Based upon Tourists’ Satisfaction and According to Grounded Theory in the Tourism Industry: A case study of Tehran مدل راهبردهای بازاریابی مبتنی بر رضایتمندی گردشگران بر مبنای نظریه داده بنیاد در صنعت گردشگری، مطالعه موردی: شهر تهران 23 44 107478 10.22059/jut.2026.402409.1329 FA روزبه جنت خواه گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران لیلا آندرواژ گروه مدیریت بازرگانی، واحد بین‌المللی اروند، دانشگاه آزاد اسلامی، آبادان، ایران 0000-0003-3913-3524 طاهره حسومی گروه علم اطلاعات و دانش شناسی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران Journal Article 2025 09 15 A B S T R A C T Many tourist destinations, in current competitive world, strive to enhance their competitive position in the global market by utilizing innovative marketing strategies, thereby increasing tourist satisfaction. In this regard, this study conducted with the aim of designing a model for marketing strategies based on tourist satisfaction in the tourism industry. In terms of objective, the research classified as a developmental research, conducted using a qualitative method. The statistical population consists of experts and knowledgables in the realm of tourism industry. Accordingly, Twenty figures were purposefully selected non-randomly as the sample. The data collection tool is semi-structured in-depth interviews. The reliability and validity of the interviews were confirmed through two methods: re-testing and intra-topic agreement between two coders. The qualitative data analysis was accomplished using the Grounded Theory method and MAXQDA software. The findings indicate that based on the obtained paradigmatic model in this research, the components related to satisfaction-based marketing strategies for tourists were identified in six categories as follow: Causal Factors (such as tourist experience and value creation, local connections, tourist perception and expectations.Core Phenomenon (satisfaction-based marketing strategies). Contextual Conditions (service quality, infrastructure, destination attractiveness, safety, and welfare). Intervening Conditions (technological advancements, managerial roles). Strategies (advertising, planning, and Segmentation, Targeting, Positioning model). Outcomes (multidimensional satisfaction, destination brand enhancement, behavioral loyalty, tourism sustainability). According to the results, the level of tourist satisfaction can be improved by utilizing satisfaction-based marketing strategies. Extended Abstract Introduction The tourism industry, as one of the most important service sectors globally, plays a substantial role in the economic and social development of various countries. With considerable growth in the past decade, it has gained increasing importance in the global economy. It is predicted that the number of international tourists will reach over 1.8 billion by 2030, signifying the need for new and effective tourism marketing strategies. Technological transformations and evolving consumer behaviors, particularly the trend towards personalized and interactive experiences, have substituted traditional marketing approaches. This has driven tourism businesses to adopt new technologies such as artificial intelligence, virtual reality, and data mining to create more optimized services and deeper customer engagement. With the changing preferences of modern consumers, specifically Generations Y and Z, marketing focus has shifted to authentic and memorable experiences. Tourism marketing nowadays, in addition to leisure management, provides opportunities for creating unique experiences and effective interaction with the local community, playing a significant role in enhancing the resilience and sustainability of the destination. The active participation of local communities not only increases tourists’ sense of belonging but also promotes sustainable development and enhances the destination’s competitive advantage. Digital technologies, including social networks, mobile applications, and CRM systems, have enabled the creation of multifaceted marketing channels and the personalization of messages. These tools augment tourist interaction with service providers and improve the quality of the experience. Simultaneously, coordination among relevant institutions and effective policymaking are recognized as key factors in the accomplishment of marketing strategies based on tourist satisfaction. In Iran, despite the potential for cultural, historical, and natural tourism, its contribution to GDP has been low. deficiency in policymaking, infrastructure, and marketing have restricted the full exploitation of these capacities. Therefore, the chief goal of this research is to develop a marketing strategy model based on tourist satisfaction for Tehran’s tourism attractions. It aims to provide a scientific and operational framework for enhancing tourist satisfaction and promoting the sustainable development of the tourism industry. Several factors, including Iranophobia, lower competitive costs in neighboring countries, lack of transparent government planning, lack of appropriate infrastructure, a negative attitude towards tourists from some segment of society, and political instabilities, have been identified as major obstacles to tourism development in Iran. Furthermore, weak management, the absence of effective marketing strategies, and a lack of services tailored to tourist needs are significant challenges that prevent the full utilization of existing capacities. To overcome these obstacles, it is necessary to develop a comprehensive, sustainable, and scientific program that can advance tourism development in a targeted manner based on marketing principles. Enhancing infrastructure, improving service quality, institutionalizing a culture of hospitality, and creating incentives for investors and key players are among the main requirements. Accordingly, the research primarily seeks to answer: What is the appropriate model for tourism marketing strategies that are based on tourist satisfaction in the tourism industry? Methodolgy The chief objective of study is to design a model for marketing strategies based on tourists’ satisfaction in the tourism industry. Accordingly, the research type, in terms of its objective, falls under developmental studies, as its focus is on generating applicable knowledge and providing effective frameworks for enhancing marketing performance conducting through qualatitive method. Given that the final model is extracted through the analysis of data collected from interviews and questionnaires, the research approach is inductive. In the qualitative section, data will be analyzed using the Grounded Theory method through exploratory interviews to identify key components and indicators related to tourist satisfaction and marketing strategies. The statistical population includes tourism experts, university professors specializing in service marketing, and managers and knowledgable avtivists in Tehran’s tourism industry who have a deep understanding of tourist satisfaction and marketing strategies. Twenty of them were selected as the sample. Participants were chosen using a purposive snowball sampling method. Semi-structured and in-depth interviews sustained until theoretical saturation and data sufficiency were achieved. Sampling was conducted non-probabilistically and purposefully. Among these, three participents were university faculty members, and the rest held executive positions. The obtained data are coded based on Grounded Theory in three stages: open coding, axial coding, and selective coding. In this research, MAXQDA software was used for qualitative analysis. Results and Discussions Based on the results of the secondary coding, three main categories, including tourist experience and value creation, local connections, and tourist perception and expectations, were identified as the causal conditions influencing the formation of satisfaction-oriented marketing strategies. These categories indicate that personalizing the travel experience and paying attention to individual tourist preferences play a significant role in creating a sense of satisfaction and value. Service innovation, using new methods to create memorable experiences, as well as effective tourist interaction with the local community, are among the factors that enhance the sense of belonging and cultural understanding. Furthermore, institutional synergy between tourism agencies and organizations can play a pivotal role in the development of an integrated marketing system. Analyzing the expectations and requirements of tourists constitutes a fundamental prerequisite for formulating strategies that enhance stakeholder satisfaction and brand loyalty. These findings align with extant literature in the field of tourism marketing, reinforcing the critical importance of a profound understanding of the factors influencing tourist satisfaction. Specifically, the studies conducted by Zhou et al. (2025), Martinez and Sanchez (2025), Nouri et al. (2025), and Garcia and Rojas (2025) collectively demonstrate that the formulation of effective marketing strategies necessitates a precise comprehension of tourists' experiences, perceptions, and their interactions with the destination. Furthermore, based on the results of the secondary coding, three primary categories—namely, 'Tourist Experience and Value Co-creation,' 'Local connections,' and 'Tourist Perception and Expectations'—were identified as the contextual conditions of the research model. Through sub-categories such as experience personalization, service innovation, engagement with the local community, institutional coordination, and needs assessment, these factors establish a comprehensive framework for understanding the formulation of effective marketing strategies in the tourism sector. The findings indicate that tourists’ satisfaction is achieved only when the travel experience transcends standardized services and is designed based on active engagement, novel value creation, and responsiveness to the specific needs of individual tourists. Furthermore, engagement with the local community, as a key pillar of local connections, plays a vital role in reinforcing the sense of belonging, authenticity of experience, and destination loyalty. Conversely, continuous attention to tourist perceptions and needs provides a suitable platform for formulating efficient marketing strategies. These results align with previous studies - specifically the research of Yang and Zhao (2024), Alfonso et al. (2024), Costa and Diaz (2024), Lima and Moreira (2024), and Anderson and Norberg (2023) - which emphasize the importance of personalizing the tourism experience, the role of innovation in value creation, and the necessity of local and institutional interaction in tourism marketing. Based on the secondary coding results, two primary categories—Technological Advancements and Managerial Role-playing—were identified as intervening factors within the research model. Technological advancements encompass the integration of emerging technologies into tourism marketing and management. Through tools such as digital platforms, Artificial Intelligence (AI), Virtual Reality (VR), and interactive systems, these advancements facilitate message personalization, enhance the tourist experience, and increase marketing efficiency. Furthermore, these technologies streamline destination selection and augment overall tourist satisfaction. Concurrently, managerial role-playing underscores the significance of strategic policymaking, coordinated planning, and integrated management among various stakeholders - including the government, municipalities, the private sector, and the local community - in the success of marketing strategies. A lack of institutional coordination may lead to inconsistent messaging and diminished marketing effectiveness; conversely, effective leadership and management facilitate enhanced tourist satisfaction through the design of comprehensive policies and continuous oversight. These findings align with prior research, such as Gonzalez and Arroyo (2023), Tanaka et al. (2023), Ahmed and Sheikh (2023), and Garcia-Santos et al. (2023), which emphasize the role of emerging technologies and organizational leadership in optimizing tourism marketing performance and elevating visitor satisfaction. Furthermore, based on the results of axial and selective coding, 'Satisfaction-Oriented Marketing Strategies' was identified as the core phenomenon of the research model. This phenomenon encompasses three sub-categories: digital marketing, the utilization of modern marketing media, and strategic marketing management. In interaction with other components, this core phenomenon plays a central role in enhancing the performance of tourism marketing. The findings demonstrate that prioritizing tourist satisfaction - achieved through the precise identification of their needs and expectations - lays the groundwork for designing strategies tailored to target audiences. The utilization of digital tools, including social media, interactive websites, travel applications, and User-Generated Content (UGC), serves as a cornerstone of modern marketing, enhancing engagement and the efficacy of marketing campaigns. Furthermore, market analysis, destination brand management, the formulation of targeted messaging, and the creation of competitive differentiation constitute effective managerial actions that directly bolster tourist satisfaction and long-term loyalty. Satisfaction-oriented marketing strategies, serving as the link between causal conditions, intervening factors, and marketing consequences, emphasize the principle of customer-centricity and pave the way for value creation and sustainable competitive advantage in tourism destinations. These findings align with the results of studies by Garcia and Rojas (2025), Su and Chen (2025), Yang and Zhao (2024), and Alfonso et al. (2024), which highlight the role of digital marketing and the significance of the tourist experience in fostering satisfaction and loyalty. Conclusion The present study was conducted with the objective of designing a model for satisfaction-based marketing strategies within the tourism industry, focusing on the tourist attractions of Tehran as the case study. Utilizing a Grounded Theory approach, this research facilitates the identification and organization of key tourism marketing components and provides an operational framework for enhancing tourist satisfaction. The findings of this study demonstrate a complex interplay between causal conditions (tourist experience and value creation, local connections, and tourist perception and expectations), intervening factors (technological advancements and managerial role-playing), and contextual conditions (service quality, infrastructure, destination attractiveness, and safety) in shaping satisfaction-oriented marketing strategies. The central element of this research is satisfaction-based tourism marketing. Within the tourism industry, tourist satisfaction transcends mere contentment with provided services; it signifies the alignment between prior expectations and the perceived travel experience. Consequently, any marketing strategy aiming to exert a meaningful influence on tourist behavior and loyalty necessitates a profound understanding of the multidimensional structure of satisfaction and its integration into the formulation of policies, advertisements, and interactions. Studies based on the Grounded Theory approach revealed that tourist satisfaction emerges from a complex interplay between contextual conditions (service quality and hospitality, infrastructure and accessibility, destination attractiveness and capabilities, and tourist safety and well-being), intervening factors (technological advancements and managerial role-playing), and causal conditions (tourist experience and value creation, local connections, and tourist perception and expectations). Within this framework, satisfaction-oriented marketing strategies - such as digital marketing, the utilization of modern media, and strategic marketing management - act as catalysts that influence tourists' cognitions and emotions, ultimately leading to positive behavioral responses, namely satisfaction and loyalty. This process can be explained by the “Stimulus-Organism-Response (SOR)” model, in which stimuli (marketing strategies) influence the cognitions and emotions of tourists (the organism) and shape their behavioral response. To create a satisfactory response, stimuli must be strong and tangible enough to affect the minds of tourists and create a positive and lasting experience. 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. در دنیای پررقابت امروز، بسیاری از مقاصد گردشگری می‌کوشند با بهره‌گیری از راهبردهای نوین بازاریابی، ضمن افزایش رضایتمندی گردشگران، جایگاه رقابتی خود را در بازار جهانی ارتقاء بخشند. در این راستا، پژوهش حاضر با هدف طراحی مدل راهبردهای بازاریابی مبتنی بر رضایتمندی گردشگران در صنعت گردشگری انجام‌شده است. پژوهش حاضر ازنظر هدف در حیطه تحقیقات توسعه‌ای می‌باشد که با روش کیفی انجام می‌شود. جامعه آماری تحقیق، خبرگان و کارشناسان صنعت گردشگری شهر تهران هستند که از این میان 20 نفر به‌صورت هدفمند غیر تصادفی به‌عنوان نمونه انتخاب شدند، ابزار اصلی گرداوری داده‌ها، مصاحبه عمیق نیمه ساختاریافته است پایایی و روایی مصاحبه‌ها با دو روش باز آزمون و توافق درون موضوعی دو کدگذار مورد تائید قرار گرفت. تحلیل داده‌های کیفی با روش نظریه داده بنیاد و با بهره‌گیری از نرم‌افزار MAXQDAانجام شد. یافته‌ها نشان داد بر اساس مدل پارادایمی به‌دست‌آمده در این تحقیق مؤلفه‌های مرتبط با راهبردهای بازاریابی مبتنی بر رضایتمندی گردشگران در صنعت گردشگری در شش دسته شامل عوامل علّی (همچون تجربه و ارزش‌آفرینی گردشگر، پیوندهای محلی، ادراک و انتظارات گردشگر)، پدیده محوری (راهبردهای بازاریابی رضایت محور)، شرایط زمینه‌ای (کیفیت خدمات، زیرساخت، جذابیت مقصد، ایمنی و رفاه)، شرایط مداخله‌گر (تحولات فناورانه، نقش‌آفرینی مدیریتی)، راهبردها تبلیغات، برنامه‌ریزی، (STP) و پیامدها (رضایت چندبعدی، تقویت برند مقصد، وفاداری رفتاری، پایداری گردشگری) شناسایی شد. بر اساس نتایج به‌دست‌آمده از پژوهش می‌توان گفت با استفاده از راهکارهای راهبردهای بازاریابی میزان رضایتمندی گردشگران را بهبود بخشید.

https://jut.ut.ac.ir/article_107478_2a4fc996f2a2af8c0fd96650d1c92e61.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 08 24 Explaining The Impact of Social Events on The Development of Cultural Tourism in The City of Qazvin تبیین تأثیر رویدادهای اجتماعی بر توسعه گردشگری فرهنگی مطالعه موردی: شهر قزوین 45 62 107303 10.22059/jut.2026.392379.1277 FA مهری السادات تقوی گروه شهرسازی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران مسعود الهی گروه شهرسازی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران 0000-0002-0206-8485 شادی پاکزاد گروه شهرسازی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران Journal Article 2026 04 14 A B S T R A C T In this study, an attempt was made to analyze and investigate the impact of social events on the development of cultural tourism in the city of Qazvin. The study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population of the study consists of all tourists entering the city. Given the absence of accurate statistics regarding tourist numbers, the Cochran sampling formula for an infinite population was employed to compute the required sample size, yielding an estimate of 384 respondents. The validity of the research tool was calculated using the confirmatory factor analysis model and its reliability was calculated utilizing Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings indicated that recreational, sports, business, and cultural events have a positive and significant impact on the development of cultural tourism. Among the variables studied, cultural events had the highest impact with a path coefficient of (β=0.359), so that this variable is able to explain 12.8 percent of the variance of the dependent variable. Based on the findings, it can be concluded that policymakers and planners in the field of cultural tourism in Qazvin city should prioritize event planning and the organization of urban events in order to attract tourists and capitalize on the benefits of tourism development. Extended abstract Introduction In the final decades of the twentieth century, the organization of various events in various destinations accelerated to such an extent that it seemed as though a competition in event planning and staging was underway among tourism destinations. In particular, those regions of the world that lacked effective natural, cultural, or historical attractions turned to hosting diverse thematic events - including festivals, fairs, carnivals, and so on - based on their own strengths, and by creating a range of attractions, they sought to draw tourists from the global demand market. Those tourism destinations that also possessed other tourism capabilities used event hosting, in combination with those capacities, as a catalyst to increase tourist arrivals. Iran's cities, by appealing to their rich cultural heritage, can benefit from social events as an effective instrument for enhancing tourist attraction. On the other hand, Iranian cities, owing to their rich culture and history, provide a suitable setting for the implementation of various social events. Today, for various reasons - including self-centered planning and the lack of a deep understanding among the responsible authorities of the importance of social events as a value-generating asset, as well as the necessity of event-oriented urban spaces - numerous of the existing historical and cultural assets have been neglected in Iranian cities, including Qazvin. Iran, as an important country in the Middle East, possesses strong potential for event development to enhance tourism capacity as a destination. In Iran, there are various regions that organize indigenous-cultural events with the aims of attracting more tourists, reviving local traditions, promoting regional economic development, creating a positive image of the region for tourists, and improving the standard of living and the sense of pride among local residents. In the Qazvin's tourist destination, which is known as one of the important tourist destinations in Iran, various special cultural-local events are held throughout the year, among which the most famous are: Hazelnut Festival, the Sumaq Festival, the Zarabad Festival, the Samnopozan rituals, the 50 Badr, the Ta'ziyeh Khani, the women's mourning of Agha Seyyed Jamal's Hussainiyeh, the Alvand Tasht-e-Gazi ritual, and the Mafi Ziaran ritual. Although this destination offers highly favorable conditions for attracting tourists to social events, development has so far devoted limited attention to the role of this form of tourism and its multifaceted effects on development. Considering the status of the event tourism market, traveling to cities such as the destination of Qazvin, which has other types of cultural, health, and tourism attractions, can account for a high percentage of demand. Tourists who are satisfied with the experience of participating in social events in Qazvin and have a positive feeling about it will be prone to participate in the same event. In light of the competitive conditions of the tourism industry, planners, managers, and providers of tourism services and products in Qazvin should attend to social events and their constituent elements to gain competitive advantage and enhance market success. In line with the above, the present study attempts to answer the question of what is the impact of the components of social events on the development of cultural tourism. Methodology The present study is applied in terms of its purpose, and descriptive-analytical in terms of its methodology of conduct, and quantitative in terms of its nature. In order to collect the required data, documentary sources were used in the theoretical part and the survey methodology (questionnaire) was used in the field part. The statistical population of the study consisted of tourists entering the city of Qazvin. Given the absence of accurate statistics regarding tourist numbers, the Cochran sampling formula for an infinite population was employed to compute the required sample size, yielding an estimate of 384 respondents. The study area is Ali Qapu or Dolati Street (Sepah Street), where the Qazvin Bazaar, Sabzeh Maidan, and Qazvin Jame Mosque are located, which has capacity to accommodate huge population of tourists. The sampling was distributed in a stratified manner in equal proportions among the aforementioned areas. The sampling method for each stratum was simple random sampling. A questionnaire was employed to collect field data. The reliability of the questionnaire was assessed by calculating Cronbach’s alpha and composite reliability (CR). The values for Cronbach’s alpha and composite reliability for each variable range between 0 and 1. If the obtained value is above 0.7, the questionnaire possesses adequate reliability. The results derived from the Cronbach’s alpha and composite reliability values confirm the suitable reliability of the questionnaire. In this study, PLS software was used to analyze the data. Findings and Discussion The findings demonstrate that recreational events as one of the components of social events with a path coefficient of 0.276 have a significant effect on the development of cultural tourism. The positive path coefficient of 0.276 indicates that the organization of recreational events has a beneficial effect on the development of cultural tourism, consequently establishing a foundation for attracting tourists, particularly those interested in cultural experiences. In interpreting the findings of this section, it may be stated that recreational events attract the attention of both residents and tourists. After that, such events provide opportunities for the development of cultural tourism at the local level, multiple opportunities for development at the business level, and economic benefits for society as a whole. Regarding the impact of business events on the development of cultural tourism, the results indicates that business-based events with a path coefficient of 0.204 have a significant effect on the development and expansion of cultural tourism. In explaining the results of this section, should said this type of event is an opportunity for trade, sales or private business activities, and relationship management. As a result, tourist destinations influenced by such events attract a large number of visitors, thereby laying the foundation for the development of cultural tourism. Regarding the impact of sports events on the development of cultural tourism, the results confirmed that the path coefficient obtained was 0.228. The results of this section suggest that sports events can function as a strategic tool for attracting tourists during the low tourism season, while also contributing to the formation of a positive destination image and greater awareness among tourists. Regarding the impact of cultural events on the development of cultural tourism, the path coefficient was 0.359, which confirmed the research hypothesis. The interpretation of results indicated that the role of these events, namely cultural events, is to improve the quality of life by strengthening the local economy, creating jobs, developing destinations, and providing cultural and educational opportunities for residents. Furthermore, events and festivals can attract local, national, and international tourists. Holding Events can help to attract attention and promote attractions and infrastructure. Events and tourism lead to the rational utilization of local spaces. The participation of local communities in providing services, such as preparing food and managing restaurants, hotels, etc., results in long-term economic benefits for the community. In light of these factors, events, and particularly cultural events, are considered indigenous national assets that bring significant consequences for local communities. Conclusion There are several reasons for investigating the effect of social events on the development of cultural tourism. The event industry, including festivals, conferences, exhibitions and gatherings, is expanding rapidly. The event industry plays a pivotal role in the development of cultural tourism. In the today's world, event tourism is known as one of the fastest growing sectors of the tourism industry. Tourism events, even with small dimensions, can create a cognitive and an emotional image of the destination brand, create a reputation for the tourist destination, and attract visitors from outside that region. This study examines the effect of social events on the development of cultural tourism. The findings exhibit that cultural, recreational, sports, and business events have a significant effect on the development and expansion of cultural tourism. The determination coefficient obtained for the effect of social events was 0.337. According to the determination coefficient obtained, the effect of independent variables on the dependent variable, namely the development of cultural tourism, can be assessed as moderate. The results of this study indicated that social events, i.e. cultural, sports, entertainment, and business events, can be a mechanism to attract more cultural tourists. Therefore, governments can use social events as part of a strategy in tourism marketing and promoting cultural tourism. According to the findings, the role of social events in the development of cultural tourism is highly significant and influential. These events can contribute to attracting tourists and promoting local culture in various ways: ● Attracting tourists: Organizing festivals, exhibitions, and cultural events can serve as focal points of attraction for tourists and encourage them to travel to cultural destinations. ● Promoting local culture: Social events provide an opportunity to showcase local art, music, cuisine, and customs and traditions, which can help tourists become acquainted with the culture and history of the region. ● Strengthening local identity: These events can reinforce a sense of identity and belonging within the community and encourage residents to participate in cultural and social activities. ● Creating economic opportunities: Social events usually increase demand for tourism services such as hotels, restaurants, and transportation services, thereby contributing to the economic growth of the region. ● Networking and cooperation: These events can facilitate collaboration among organizations, artists, and local businesses, and help strengthen social and economic relations. In general, social events play a key role in the development of cultural tourism and can have positive and sustainable effects on local communities and tourists. 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. رویداد در ترکیب با توسعه گردشگری باعث شکل‌گیری جاذبه در میان گردشگران می‌شود و از طریق برنامه‌ریزی، بازاریابی و اجرای اصولی، به عنوان یکی از استراتژی‌های مهم برای توزیع گردشگری محسوب می‌گردد. در این تحقیق تلاش شد تأثیر رویدادهای اجتماعی بر توسعه گردشگری فرهنگی شهر قزوین مورد تحلیل و بررسی قرار گیرد. مطالعه حاضر از نظر هدف، کاربردی و از نظر روش توصیفی- تحلیلی است. جامعه آماری پژوهش گردشگران ورودی به شهر قزوین بود، به علت نبود آمار دقیق تعداد گردشگران ورودی به منظور تعیین حجم نمونه از فرمول کوکران برای جامعه نامحدود استفاده شد و حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS و SMART PLS با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌ها نشان داد که رویدادهای تفریحی، ورزشی، کسب‌وکار و رویدادهای فرهنگی بر توسعه گردشگری فرهنگی تأثیر مثبت و معناداری دارد. از بین متغیرهای مورد مطالعه رویدادهای فرهنگی با ضریب مسیر (359/ 0=β) دارای بیشترین تأثیر بود به‌گونه‌ای که این متغیر قادر است 8/12 درصد از واریانس متغیر وابسته را تبیین نماید. بر اساس یافته‌های حاصل از این پژوهش می‌توان این‌گونه نتیجه‌گیری کرد که سیاست‌گذاران و برنامه ریزان حوزه گردشگری فرهنگی شهر قزوین لازم است که در حوزه رویدادها و برگزاری رویدادهای شهری برنامه‌ریزی داشته باشند تا از این طریق زمینه برای جذب گردشگر و بهره‌مندی از منافع حاصل از توسعه گردشگری فراهم گردد.

https://jut.ut.ac.ir/article_107303_ba85c6a65126f1eeb1c0cf0e4b637d8e.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 09 23 An Investigation into the Role of Cognitive Biases in Tourists' Willingness to Purchase Handicrafts in the Traditional Markets of Horaman بررسی نقش سوگیری‌های شناختی در تمایل گردشگران به خرید صنایع‌دستی در بازارهای سنتی هورامان 63 78 108107 10.22059/jut.2026.415143.1388 FA جواد ادیب گروه صنایع‌دستی، دانشکده هنر و معماری، دانشگاه کردستان، سنندج، ایران 0000-0002-2636-3956 حسین خلیلی گروه پژوهش هنر، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران 0000-0002-9480-6659 نینا خلیقی گروه مهندسی شهرسازی، دانشکده هنر و معماری، دانشگاه کردستان، سنندج، ایران 0000-0003-4165-7861 حامد امانی گروه صنایع‌دستی، دانشکده هنر و معماری، دانشگاه کردستان، سنندج، ایران 0000-0002-6157-824X Journal Article 2026 04 14 A B S T R A C T Handicraft purchases in traditional bazaars involve more than economics—tourists' choices are driven by price, psychology, and cognitive biases. Despite the expansion of studies on purchase intention, the role of cognitive biases in explaining tourists' purchasing behavior in traditional markets has received less attention. This research is applied in terms of purpose and descriptive-survey in terms of method. The statistical population consisted of tourists visiting the traditional markets of Horaman, from which 220 individuals were selected utilizing convenience sampling. Data were collected through a questionnaire and analyzed using structural equation modeling based on partial least squares (PLS-SEM). The results indicated that all cognitive biases had a positive and significant effect on tourists' willingness to pay. Among them, the framing effect had the greatest influence on willingness to pay, with a path coefficient of β = 0.760, followed by anchoring bias (β = 0.600). Furthermore, the perceived authenticity of the market space played a significant mediating role in the relationship between the halo effect (β = 0.308) and social proof (β = 0.278) with willingness to pay. The coefficient of determination (R² = 0.616) for willingness to pay also indicates the adequate explanatory power of the research model. Tourists' willingness to pay is not formed solely on the basis of rational evaluation of product attributes; rather, cognitive biases and their perception of the authenticity of the markets space also play an imperative role. These findings support cultural marketing, better handicraft presentation/supply, heritage storytelling, and traditional market competitiveness. Extended Abstract Introduction Traditional markets, as one of the most significant urban tourism attractions, play a pivotal role not only in economic functions but also in conveying cultural values, preserving destination identity, and enhancing tourists’ experience. They are considered among the most important platforms for interaction among tourists, local communities, and cultural heritage. In this context, handicrafts, as symbols of local culture and identity, hold a special place in the tourist experience, and their purchase constitutes a part of tourists' economic and cultural interaction with the destination. Despite this significance, the gap between sellers' asking prices and tourists' willingness to pay remains one of the fundamental challenges of traditional markets. Preceding research studies have predominantly explained willingness to pay on the basis of rational factors such as product quality, perceived value, demographic characteristics, destination image, and reference price, whereas behavioral economics theories indicate that individuals' economic decisions are not always rational and are subject to the influence of cognitive biases. Although the role of these biases in tourists' decision-making has received attention in recent years, most studies have focused on destination choice, tourism service reservations, or general travel behaviors, while their role in micro-economic decisions has been less examined - particularly in purchasing handicrafts in traditional markets. This gap is of greater significance in traditional markets, because the cultural and multisensory environment of these markets, by increasing cognitive load, directs tourists' decision-making from analytical pathways toward intuitive judgments, thereby creating conditions for the emergence of biases such as anchoring, framing, the halo effect, and social proof. In such circumstances, the cultural credibility of the destination, the manner of product presentation, the initial price, and the behavior of other tourists can influence the perception of value and the level of willingness to pay. Therefore, understanding the cognitive mechanisms affecting tourists' purchase decisions can contribute to a more precise explanation of their behavior and the design of more effective strategies for managing traditional markets. Despite the available evidence, most domestic and international studies have concentrated on modern retail environments or marketing variables, and the simultaneous examination of the role of cognitive biases, perceived authenticity of the market space, and tourists' willingness to pay in traditional heritage markets has received less attention. Accordingly, drawing on a behavioral economics approach, the study investigates the effect of cognitive biases - including anchoring bias, framing effect, halo effect, and social proof - on tourists' willingness to pay for handicrafts in the traditional markets of Horaman, and also explains the mediating role of perceived authenticity of the bazaar space. It is expected that the findings will contribute to the development of behavioral economics literature in cultural tourism while providing a basis for improving marketing strategies, pricing, and the management of traditional and heritage markets. Methodology In terms of paradigm, this research is situated within the positivist framework and is applied in terms of purpose. Methodologically, it is a quantitative, descriptive-survey, correlational study that employed structural equation modeling based on partial least squares (PLS-SEM) to test the causal relationships among variables. The statistical population consisted of domestic and foreign tourists visiting the traditional markets of Horaman during the final quarter of 2025 and the first quarter of 2026 who had experience purchasing handicrafts. Given the unlimited nature of the population, a sample size of 220 was determined, and 240 questionnaires were distributed among tourists using a non-probability purposive convenience sampling method. Data were collected utilizing a structured questionnaire. The first section gathered demographic information; the second section measured cognitive biases and perceived authenticity of the market space using a seven-point Likert scale; and the third section measured willingness to pay through the contingent valuation method by recording the maximum amount respondents were willing to pay. Real handicrafts (not images) boosted ecological validity and the endowment effect, with item order reducing fatigue and bias. The questionnaire measured anchoring, framing, halo, social proof, perceived authenticity, and willingness to pay - adapted from validated studies. Two authenticity items were removed for low loadings. Content validity was expert-confirmed; pilot results showed good reliability and convergent validity. Analysis used SPSS 28 (descriptive) and SmartPLS 4 (inferential), with path coefficients and mediation tested via PLS and 3,000 bootstrap resamples. Results and Discussion The descriptive findings indicated that 65% of respondents were male and 35% were female. The highest age frequency belonged to the 36 - 45 age group (35%), followed by the 26 - 35 age group (25%). In terms of education, 65% held an associate or bachelor's degree, and 20% had postgraduate education. Regarding income distribution, the highest shares were observed in the 10 - 20 million toman (35%) and 20 - 30 million toman (30%) groups. The majority of tourists were Iranian (85%), 60% were visiting the Horaman local markets for the first time, and the primary purpose of travel for 60% of respondents was tourism and recreation. These results indicate an appropriate diversity of the sample for examining tourists' purchasing behavior. The descriptive statistics of the variables revealed that the mean scores of all constructs were above the midpoint of the scale. Among them, perceived authenticity of the market space had the highest mean score (5.80), reflecting tourists' favorable perception of the authentic atmosphere of the traditional Horaman markets. The results of the measurement model evaluation indicated that all constructs possessed satisfactory reliability and validity. Cronbach's alpha and composite reliability values exceeded 0.7, and the average variance extracted for all constructs was above 0.5, confirming adequate convergent validity. Furthermore, the Fornell–Larcker criterion, HTMT ratios, and cross-loadings indicated satisfactory discriminant validity of the model. To improve model quality, two items related to the perceived authenticity of the market space construct were removed, and the final model demonstrated adequate fit. The structural model demonstrated acceptable fit, with R² values of 0.616 for willingness to pay and 0.496 for perceived authenticity of the market space. Additionally, the Q² and GoF values were 0.163 and 0.525, respectively, indicating strong predictive power and robust model fit. The hypothesis test results exhibited that all research relationships were significant at the 99% confidence level. The framing effect, with a path coefficient of 0.760, had the strongest direct effect on willingness to pay, followed by anchoring bias with a coefficient of 0.600. Moreover, the halo effect and social proof exerted indirect effects on willingness to pay through perceived authenticity of the market space, with coefficients of 0.308 and 0.278, respectively, confirming the mediating role of this variable. In addition, income and education also had positive and significant effects on willingness to pay, though the magnitude of their influence was lower than that of the cognitive variables. These findings indicate that tourists' decision-making in traditional markets does not rely solely on economic factors or objective product attributes, but is significantly influenced by cognitive biases and their perception of the authenticity of the market space. The superiority of the framing effect underscores the importance of the manner of presentation and narrative construction about handicrafts in enhancing perceived value and willingness to pay. Furthermore, the effect of anchoring bias indicates that the initial price presented can serve as a reference point for tourists' judgments about the product's value. The mediating role of perceived authenticity also suggests that the historical and cultural atmosphere of the Horaman local market reinforces the effect of destination credibility and the behavior of other tourists, thereby enhancing the valuation of handicrafts. Overall, while aligning with prior studies, the research findings emphasize the importance of a behavioral economics approach in explaining tourists' purchasing behavior and designing marketing strategies for traditional and heritage markets. Conclusion The results demonstrated that tourists' purchasing behavior in traditional and heritage markets cannot be explained solely by economic variables and rational decision-making models; rather, cognitive biases play a decisive role in the perception of value and willingness to pay for handicrafts. Accordingly, the theoretical framework of the research - grounded in prospect theory and behavioral economics - successfully explained the role of anchoring bias, framing effect, halo effect, and social proof in shaping tourists' purchasing behavior. The empirical findings also confirmed this framework, indicating that all hypothesized relationships among the variables were statistically significant. The results revealed that the framing effect and anchoring bias had the greatest influence on tourists' willingness to pay. This finding suggests that the manner of presentation and narrative construction of handicraft products, the way in which their cultural and historical values are introduced, as well as the initial price presented to tourists, can alter the perceived value of the goods and encourage them to pay higher amounts. Additionally, the halo effect and social proof also exerted their influence on willingness to pay through the perceived authenticity of the market space. The more tourists perceive the market as authentic, credible, and culturally aligned, the higher their valuation of handicrafts and willingness to pay—highlighting the role of environment, place identity, and cultural experience in product valuation. Theoretically, this study bridges behavioral economics and cultural tourism, advancing understanding of tourist purchasing behavior. Unlike prior work focused on economics, quality, or image, this research shows cognitive/perceptual factors significantly influence economic choices. Thus, it fills a literature gap, offers a framework for studying cognitive biases in heritage settings, and lays groundwork for future behavioral tourism economics research. From a practical perspective, the findings suggest that traditional market managers, tourism planners, and handicraft vendors should pay attention not only to traditional marketing approaches but also to the psychological dimensions of tourists' decision-making. Preserving the physical and cultural authenticity of traditional markets, strengthening historical and cultural narratives about the products, leveraging the capacity of the Horaman World Heritage brand, designing appropriate presentation and introduction methods for handicrafts, and creating an authentic experience for tourists can enhance the perceived value of products and strengthen their willingness to purchase. Furthermore, training vendors in consumer behavior, behavioral economics, and the principles of effective and ethical communication with customers can play a significant role in enhancing the performance of traditional markets and increasing the income of stakeholders in this sector. Despite its valuable findings, this research was subject to certain limitations. Cross-sectional survey data limit temporal analysis; the Horaman market focus also restricts generalizability due to cultural, social, and economic variations. Further studies in other traditional/heritage sites would enhance external validity. Based on findings, several practical recommendations can be offered. First, handicraft vendors should enhance the perceived value of their products by emphasizing the cultural, historical, and identity-based narratives associated with them. Second, tourism managers and authorities should prioritize the preservation of the physical and cultural authenticity of traditional markets in their management plans. Third, leveraging the capacity of the Horaman World Heritage brand in marketing and promotional programs can strengthen tourists' mental image and increase their willingness to pay. Fourth, organizing training courses for vendors on behavioral economics, customer communication, and cultural marketing would facilitate the effective and ethical application of the research findings. Fifth, the development of cultural storytelling programs and the introduction of the history of local handicrafts can enhance the economic and cultural value of the products. Additionally, for future research studies, it is recommended that this model be tested in other traditional markets and heritage destinations in Iran and other countries. Examining the role of other cognitive biases - such as loss aversion, confirmation bias, scarcity effect, or endowment effect - could also enrich the literature in this field. The adaptation of mixed quantitative and qualitative methods, longitudinal studies, and experimental designs would enable a deeper understanding of tourists' decision-making processes. Future research could explore how culture, personality, motivation, experience, and tourist type interact with cognitive biases. Overall, understanding tourists' cognitive decision-making can improve policies for traditional market development, handicraft competitiveness, and visitor experience. 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. خرید صنایع‌دستی در بازارهای سنتی فراتر از یک معامله اقتصادی است؛ در این فرایند، انتخاب و رفتار خرید گردشگران نه‌تنها بر اساس قیمت، بلکه بر اساس عوامل روان‌شناختی و سوگیری‌های شناختی شکل می‌گیرد. با وجود گسترش مطالعات تمایل به خرید، نقش سوگیری‌های شناختی در تبیین رفتار خرید گردشگران در بازارهای سنتی کمتر موردتوجه قرارگرفته است. این پژوهش ازنظر هدف کاربردی و ازنظر روش توصیفی-پیمایشی است. جامعه آماری شامل گردشگران بازدیدکننده از بازارهای سنتی هورامان بود که 220 نفر به روش نمونه‌گیری در دسترس انتخاب شدند. داده‌ها از طریق پرسشنامه گردآوری و با استفاده از مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی (PLS-SEM) تحلیل شدند. نتایج نشان داد تمامی سوگیری‌های شناختی تأثیر مثبت و معناداری بر تمایل به پرداخت گردشگران دارند. در میان آن‌ها، اثر قالب‌بندی با ضریب مسیر (760/0 β =) بیشترین تأثیر را بر تمایل به پرداخت داشت و پس از آن سوگیری لنگر (600/0 β =) قرار گرفت. همچنین، اصالت ادراک‌شده فضای بازار نقش میانجی معناداری در رابطه بین اثر هاله‌ای (308/0 β =) و اثبات اجتماعی (278/0 β =) با تمایل به پرداخت ایفا کرد. مقدار ضریب تبیین تمایل به پرداخت (616/0 R² =) نیز نشان‌دهنده توان تبیینی مناسب مدل پژوهش است. تمایل به پرداخت گردشگران تنها بر پایه ارزیابی منطقی ویژگی‌های محصول شکل نمی‌گیرد، بلکه سوگیری‌های شناختی و ادراک آنان از اصالت فضای بازار نیز نقش مهمی دارد. این نتایج می‌تواند به توسعه راهبردهای بازاریابی فرهنگی، بهبود معرفی و عرضه صنایع‌دستی، تقویت روایت‌گری میراثی و افزایش مزیت رقابتی بازارهای سنتی کمک کند.

https://jut.ut.ac.ir/article_108107_e38731ea4630f24472adc4afbeaa5aed.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 09 25 Exploring the Tourism Value Chain of Yazd Province According to the Importance-Performance Analysis Approach واکاوی زنجیره ارزش گردشگری استان یزد با رویکرد تحلیل اهمیت-عملکرد 79 95 107476 10.22059/jut.2026.399604.1314 FA علی دلشاد گروه مدیریت دولتی و گردشگری، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران 0000-0002-8081-2150 فاطمه عزیزی گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران 0000-0002-5741-6838 شقایق کاظمی نگاری گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران 0009-0004-8266-9062 Journal Article 2026 04 17 A B S T R A C T Despite its remarkable tourism capacities, Yazd province has consistently faced challenges such as inefficiency in value chain management and weak coordination among stakeholders. Therefore, the present study was conducted with the aim of analyzing and evaluating the tourism value chain of Yazd using the Importance-Performance Analysis (IPA) method. This research is applied in nature and employs a descriptive-analytical approach. Data were collected through a field questionnaire administered to experts and practitioners in the tourism sector of Yazd. Sampling was conducted using a judgmental sampling method, and data analysis was subsequently performed using the Importance-Performance matrix. The results indicate that, from the perspective of tourism experts and practitioners in Yazd, the "tour guides" indicator, with a geometric mean of 6.59, holds the highest importance, while "hotels and eco-lodges," with a mean of 4.88, demonstrate the highest performance. In contrast, "semi-prepared food shops," with a mean of 4.78, have the lowest importance, and "destination policy-making and planning management," with a mean of 3.04, exhibit the weakest performance. Accordingly, policymakers in Yazd should focus on factors such as destination policy-making and planning management, digital marketing, and human resources training, while transforming strengths such as health services, hotels and eco-lodges, and tour guides into competitive advantages. Ultimately, it was determined that tourism authorities in Yazd, by establishing a Destination Management Organization (DMO), strengthening digital platforms, and promoting sustainable infrastructure, will facilitate the development of the tourism value chain in Yazd province. Extended Abstract Introduction In recent decades, tourism has been widely recognized as a driver of economic development, employment generation, and cultural identity. Since the tourist experience is shaped by a combination of services, infrastructure, activities, and human interactions, effective management of all related components is essential. This integrated set of activities is referred to as the “Tourism Value Chain,” which includes destination planning and management, transportation, accommodation, cultural services, and interactions that collectively create the final value of the travel experience. Therefore, proper destination management and efficient use of resources can enhance competitiveness and destination attractiveness, while weaknesses in any stage of the chain may reduce the overall quality of the tourist experience. Yazd province is one of Iran’s major cultural tourism destinations due to its World Heritage-listed historical fabric, unique adobe architecture, handicrafts, and growing eco-tourism facilities. However, tourism development in Yazd faces challenges such as destination management, transportation infrastructure, institutional coordination, and service quality. Accordingly, analyzing the components of Yazd’s tourism value chain can help identify the sectors that need improvement and those with acceptable performance. The theoretical framework of this study is based on two main perspectives: the internal resource-based view and the localization of tourism development models. The first emphasizes the role of unique and hard-to-imitate resources, such as cultural heritage, local knowledge, skilled human capital, traditional skills, and stakeholder coordination, in creating sustainable competitive advantage. The second highlights the need to adapt general tourism development models to local cultural, identity-based, and capacity-related conditions. Based on these perspectives, this study examines the importance and performance of tourism value chain components in Yazd province from the viewpoint of experts and tourism stakeholders. Its main aim is to identify the most influential elements in shaping the tourist experience and assess their current performance. The study’s innovation lies in applying the importance-performance analysis approach to Yazd’s tourism value chain, enabling key indicators to be classified into four decision-making categories: maintain, strengthen, invest, and reduce resources. Methodology The present study, in terms of purpose and nature, is applied and descriptive-analytical respectively. The statistical population involves experts, managers, entrepreneurs, and activists in the field of tourism in Yazd province who have a direct role in designing, implementing or managing tourism activities in the province. A total of 34 selected experts were recruited using purposive sampling. All participants had at least one year of specialized experience in tourism in Yazd. The data collection instrument was a researcher-developed questionnaire comprising 48 indicators. These indicators were assessed using a seven-point Likert scale to simultaneously measure both the importance and performance of each one. The geometric mean for each index was calculated after collecting the data. A method that is more accurate than the normal average and reduces the impact of extreme data. On the other hand, the use of geometric mean in this study made it possible to measure the difference between the indicators more accurately based on the sequential scale and perceived intensity. Subsequently, the data were analyzed in the form of an importance-performance evaluation model. The importance-performance matrix has been utilized in the study as a key approach in the analysis of tourism activities, to assess the competitive position of the value chain elements. The content validity of the questionnaire examined by reviewing the literature and adapting to the value chain models of Michael Porter and the World Tourism Organization (UNWTO). The pre-test of the questionnaire and the application of feedback led to the development of the final version of the research tool. The theoretical framework of the research was based on the models of Porter (1985) and UNWTO (2013) value chain and localized according to the indigenous characteristics of Yazd province. The final indicators were developed after adapting to the real conditions of the region's tourism industry and taking advantage of the internal resource-based perspective. Statistical software and importance-performance matrix were employed for data analysis. This two-dimensional matrix, concentrated on the mean scores (Y-axis) and the average performance scores (X-axis), plotted and analyzed the competitive status of indicators and items. Finally, 48 items are classified into four main areas. The first quarter indicates high importance/low performance (requires immediate action and corrective measures), the second quarter indicates high importance/high performance (preservation and reinforcement), third quarter indicates low importance/low performance (low priority), and finally the fourth quarter indicates low importance/high performance (a potential for the over-allocation of resources). Results and Discussion Data analysis revealed a considerable gap between the importance and performance of tourism value chain indicators in Yazd. The overall geometric mean of importance was 6.2, while the geometric mean of performance was 3.8. This difference indicates that although many components of Yazd’s tourism system are considered highly important by experts and stakeholders, their actual performance has not reached the expected level. Among the indicators, tour guides had the highest importance score, with a geometric mean of 6.59. This finding emphasizes the crucial role of tour guides in introducing cultural values, interpreting attractions, and creating meaningful communication between tourists and the destination. Therefore, improving the professional training, cultural knowledge, and communication skills of tour guides can significantly enhance tourists’ satisfaction and the quality of their experience in Yazd. In contrast, hotels and eco-tourism resorts recorded the highest performance score, with a geometric mean of 4.88. This suggests that the private sector, especially eco-lodges, has been relatively successful in providing authentic local experiences and creating an atmosphere connected to Yazd’s traditional lifestyle and cultural identity. On the other hand, semi-finished food stores received the lowest importance score, with a geometric mean of 4.78, showing that this sector plays a marginal role in creating final tourism value and has limited influence on tourist satisfaction. The weakest performance was related to policy management and destination planning, with a geometric mean of 3.04. This low score reflects problems such as fragmented institutional responsibilities, weak coordination among related organizations, and the absence of an integrated approach to destination management. Overall, the findings present a multi-layered picture of tourism in Yazd. The province benefits from strong historical and cultural attractions that can appeal to both domestic and international tourists. However, structural weaknesses in management, human resource training, institutional coordination, and infrastructure have prevented these capacities from being fully realized. The gap between importance and performance shows that Yazd’s tourism industry has not yet achieved sufficient organizational coherence and operational efficiency. In particular, the high importance of tour guides indicates that the tourism experience in Yazd depends not only on visiting historical monuments, but also on understanding the living culture behind them through human interaction. At the same time, the relatively favorable performance of eco-tourism resorts shows the potential of entrepreneurship in Yazd’s tourism sector. If properly supported, this capacity can contribute to sustainable tourism development and improve the competitiveness of the destination. Nevertheless, weaknesses in destination management and policy-making remain among the most serious challenges. Lack of coordination among institutions such as cultural heritage authorities, municipalities, the private sector, and local communities has led to scattered, short-term, and sometimes conflicting decisions. These conditions may waste financial and human resources and slow down the path toward sustainable tourism development. In addition, insufficient training programs for employees in hospitality and tourism services represent another important limitation. Although some fragmented training initiatives exist, there is still a need for more effective programs to improve communication, managerial, and technical skills in the tourism sector. Transportation infrastructure is also a major challenge, as air and rail access to Yazd is not fully adequate compared with the growing number of tourists, and some road infrastructure does not meet the required standards. These weaknesses can negatively affect the travel experience and reduce the possibility of tourists returning to the destination. Therefore, the findings indicate that tourism development in Yazd requires more than physical infrastructure; it also depends on managerial coherence, institutional cooperation, human resource development, and effective interaction among all components of the tourism value chain. Conclusion The objective of this study was to analyze and prioritize the components of the tourism value chain in Yazd province using the Importance-Performance Analysis (IPA) matrix. While previous research has primarily focused on categorizing factors influencing competitiveness or tourism development, this study localizes the value chain model and employs the IPA matrix. This approach allows for a more accurate and operational prioritization of management interventions. This research is distinguished by its focus on the provincial level and its comprehensive analysis of the tourism value chain’s components, which will provide appropriate policy solutions for Yazd. According to the analysis of the data, considering the position of the items and the wide gap between the overall average of the importance of the indicators and their average performance; It can be concluded that this gap is mainly focused on the institutional, managerial, and infrastructural dimensions. The findings also indicate that the item "Tourism Guides" as the most important component of the value chain, plays a pivotal role in creating the tourism experience, and along with "hotels and eco-lodges" which have good performance, is one of the main strengths of Yazd tourism sector. This situation shows that specialized human capital and private sector investment have been able to create a reliable competitive advantage in parts of the value chain. In contrast, indicators such as "destination management and policy-making", "online tourism services platforms", "Transport infrastructure", "waste disposal systems", despite their high importance, are in the first quarter of the matrix, which indicates need for immediate managerial intervention. The focus of gaps in these areas demonstrates that the main challenge of Yazd tourism sector is not the lack of basic capacities, but the weakness in institutional coordination, managerial integrity, and modernization of infrastructure. The absence of a dedicated destination management organization and the fragmented responsibilities across various institutions have led to a lack of policy coherence, resulting in vital indicators performing below their perceived importance. After qualitative analysis of the performance gaps of the findings, the decisive role of institutional factors such as the lack of destination management organization or interference of tasks, and infrastructure factors such as old transport vehicles, confirms the access limit. Cultural resistance to the acceptance of digital innovations was also identified as a qualitative deterrent. These findings reinforce the research argument that structural problems are a serious obstacle to the full exploitation of Yazd tourism potentials. In this regard, this study contributes to the enrichment of theoretical literature in the field of destination management by providing an efficient analytical framework for evaluating and prioritizing the components of the tourism value chain. Findings, from a practical perspective, provide a scientific basis for formulating tourism development strategies, optimal redistribution of resources and removing structural barriers in Yazd province. Emphasizing the requirement to create a destination management organization, optimize infrastructure, and promote digitalization, presents specific policy solutions to policy makers. Totally, the sustainable development of Yazd tourism requires three simultaneous measures: creating a coherent structure of destination management, strengthening the transportation and environmental infrastructure, and promoting digital integration in marketing and information. Relying on existing cultural, historical and human capital capacities, along with reforming institutional structures, can promote the tourism value chain of Yazd province to a higher competitive and sustainable level. Funding This article is derived from the Shahid Ahmadi Roshan Project (Eighth Cycle) and has received financial and spiritual support from the National Elite Foundation, the Elite Foundation of Yazd Province, and the Ministry of Science, Research and Technology. Authors’ Contribution The authors had equal and collaborative participation in all stages and sections of the research. However, the first author played a more prominent role in the introduction, theoretical framework, and analysis and conclusion of the findings. The second author had a greater contribution to the research methodology and data analysis. The third author also contributed to the editing of the article and the executive operations of the research across all sections of the paper. Conflict of Interest Authors declared no conflict of interest. Acknowledgments We are grateful to all the scientific consultants of this paper. استان یزد باوجود ظرفیت‌های برجسته گردشگری، همواره با چالش‌هایی نظیر ناکارآمدی در مدیریت زنجیره ارزش و ضعف در هماهنگی بین ذی‌نفعان مواجه است. ازاین‌رو، پژوهش حاضر باهدف تحلیل و ارزیابی زنجیره ارزش گردشگری یزد و با استفاده از روش تحلیل اهمیت_عملکرد انجام‌شده است. این مطالعه از نوع کاربردی و با رویکردی توصیفی_تحلیلی است. داده‌ها از طریق پرسشنامه میدانی از خبرگان و فعالان حوزه گردشگری یزد گردآوری‌شده است. نمونه‌گیری نیز به شیوه قضاوتی انجام گرفت و در نهایت تحلیل داده‌ها با استفاده از ماتریس اهمیت-عملکرد صورت پذیرفت. در ادامه نتایج نشان می‌دهد که از دید خبرگان و فعالین گردشگری یزد، شاخص «راهنمایان گردشگری» با میانگین هندسی 59/6 بیشترین اهمیت و «هتل‌ها و اقامتگاه‌های بوم‌گردی» با میانگین 88/4 بالاترین عملکرد را دارند. در مقابل «فروشگاه‌های خوراکی نیمه آماده» با میانگین 78/4 دارای کمترین اهمیت و «مدیریت سیاست‌گذاری و برنامه‌ریزی مقصد» با میانگین 04/3 دارای ضعیف‌ترین عملکرد می‌باشند. در همین راستا سیاست‌گذاران یزد باید بر عواملی نظیر: مدیریت سیاست‌گذاری و برنامه‌ریزی مقصد، بازاریابی دیجیتال و آموزش منابع انسانی تمرکز و نقاط قوتی مانند خدمات بهداشتی، هتل‌ها و اقامتگاه‌های بوم‌گردی و راهنمایان گردشگری را به مزیت رقابتی تبدیل کنند. درنهایت مشخص شد که مسئولین گردشگری یزد با ایجاد سازمان مدیریت مقصد، تقویت پلتفرم‌های دیجیتال و ارتقای زیرساخت‌های پایدار، باعث تسهیل در توسعه زنجیره ارزش گردشگری استان یزد خواهند شد.

https://jut.ut.ac.ir/article_107476_368699ffdab7c4c8a9699303ca3a7a9f.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 09 25 Investigating the Effect of Destination Security and Local Community Behavior on Health Tourism Destination Branding with the Mediating Role of Destination Marketing: A case study of Tehran بررسی تأثیر امنیت مقاصد و رفتار جامعه محلی بر برندسازی مقاصد گردشگری سلامت با نقش میانجی بازاریابی مقصد، مطالعه موردی: شهر تهران 97 115 108105 10.22059/jut.2026.412873.1378 FA احمد حسن زاده گروه مدیریت بازرگانی، واحد بین‌المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران 0009-0006-0538-3161 حمیدرضا سعیدنیا گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران 0000-0001-6767-8121 فتانه علیزاده مشکانی گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران 0000-0002-7558-929X Journal Article 2026 04 17 A B S T R A C T This study aims to investigate the effect of destination security and local community behavior on health tourism destination branding with the mediating role of destination marketing. The study is applied in terms of purpose and descriptive-analytical in terms of methodology. The statistical population consists of tourists who came to Tehran for treatment of illness and use of medical facilities. Given the lack of accurate statistics on the number of incoming tourists, Cochran’s sample size calculation formula for an unlimited population was employed, establishing an empirically acceptable sample size of 384 participants. The validity of the research tool was calculated utilizing the confirmatory factor analysis model and its reliability calculated using Cronbach's alpha. Data analysis was performed using SPSS and SMART PLS software with descriptive statistics and structural equation modeling. The findings indicate that destination security, local community behavior, and destination marketing have a positive and significant effect on health tourism destination branding. Among the variables, the most significant effect was related to destination marketing with a path coefficient of 0.485 and the least significant effect was related to destination security with a path coefficient of 0.255. Based on the findings, it can be concluded that policymakers and planners in the field of health tourism in Tehran should prioritize the strategic brand positioning of the medical tourism sector. Establishing a distinct institutional brand identity is a fundamental prerequisite for accelerating international patient acquisition and capturing the socio-economic benefits of regional tourism development. Extended Abstract Introduction Tehran, as the capital of Iran, possesses many capabilities in the field of health tourism. These capabilities are focused on hospitals and medical centers, beauty and cosmetic centers, recreational and welfare centers, traditional and complementary medicine, and education and research. Tehran has several well-equipped hospitals and medical centers. These hospitals provide high quality medical services using advanced equipment and experienced staff. In addition, Tehran, with its numerous beauty and cosmetic centers, offers services for body and face care and makeup. The city also hosts recreational and welfare centers that provide opportunities for rest, recreation, and relaxation (Khodai et al., 2023: 99). On the other hand, Tehran, with its prominent universities and research centers in the field of medical sciences, provides very important educational and research facilities. These centers contribute to the development of health awareness and knowledge in society by striving for advanced research, new technologies, and higher education. Given these capabilities, Tehran is able to become a prominent destination in the health tourism industry by using appropriate marketing strategies, including branding and cooperation with related industries. These efforts will be effective in attracting health tourists, improving the local economy, improving Tehran's image, and increasing its reputation at national and international levels. In fact, branding, as one of the important strategies in developing health tourism and improving the experiences of health tourists in Tehran, has a significant impact. Accordingly, since Tehran, as the capital and one of the most populous cities in Iran, inherents desirable characteristics in health tourism development, place branding in this city can ensure the improvement of the experience of health tourists and have a positive impact on this industry development. Accordingly, this study addresses the following central research question: What is the impact of destination security and local community behavior on the branding of health tourism destinations with the role of destination marketing mediator? Methodology The study is applied in terms of purpose and descriptive-analytical in terms of methodology. Library and field methods were adopted to collect data. The statistical population consisted of tourists who entered Tehran for treatment of illness and use of medical facilities. Given the lack of accurate statistics on the number of incoming health tourists, Cochran’s sample size calculation formula for an unlimited population was employed, establishing an empirically acceptable sample size of 384 participants. Utilizing a stratified random sampling methodology, the city of Tehran was partitioned into five operational geographic areas: northern, southern, eastern, western, and central, and an equal proportion of samples were selected from each class. Participants within each designated stratum were selected via simple random sampling. A questionnaire was utilized to collect field data. The reliability of the questionnaire was measured by calculating Cronbach's alpha and the composite reliability (cr). The value of Cronbach's alpha and the composite reliability coefficient for each variable were between zero and one, and if the value obtained is higher than 0.7, the questionnaire has appropriate reliability. The results of Cronbach's alpha and composite reliability of the questionnaire confirm the appropriate reliability of the questionnaire. In this study, SmartPLS software was employed to analyze the data. In addition, the Sobel test was used to examine the mediating variable. Findings and Discussion This study aims to investigate the effect of destination security and local community behavior on health tourism destination branding with the mediating role of destination marketing. The results indicated that in relation to the effect of destination security on health tourism destination branding, destination security is able to explain 10.6% of the variance of the dependent variable, namely health tourism destination branding. In interpreting these findings, it can be argued that security constitutes a fundamental prerequisite for sustainable urban habitability. Consequently, an elevated safety threshold within tourism destinations directly correlates with a higher volume of socio-cultural and economic interactions, thereby fostering urban vitality. Conversely, the lower the safety coefficient of health tourism destinations, the more people are in an atmosphere of fear and terror, and the level of interactions and exchanges decreases and they suffer in terms of quality. Consequently, while objective security is vital, the subjective feeling of security - or perceived safety - constitutes a vital need of every individual in social life to achieve peace, confidence, and an appropriate quality of life. Security, as one of the main pillars of the destination image, plays a vital role in health tourism branding. In fact, security has become more than a competitive advantage, it has become a necessary condition for choosing a destination by health tourists. Within health tourism, patients are looking for the highest quality of treatment, but this search is accompanied by deep concerns about safety and reliability. According to the Medical Tourism Association, nearly $20 billion in revenue is lost annually due to trust factors. Half of potential international patients are discouraged from traveling due to lack of confidence in the outcome of treatment or financial security. Research shows that the image of a health tourism destination directly affects the willingness to revisit. Furthermore, scientific models for measuring this image introduce dimensions such as ease of travel and safety as key elements, along with the quality of doctors and hospitals. In other words, the brand of a medical destination will be incomplete and unreliable without ensuring security. Security constitutes the core of branding in health tourism. Security does not simply mean the absence of crime and danger, but also includes trust in the quality of treatment, ensuring financial safety, maintaining privacy, as well as creating a sense of peace and security throughout the entire travel process. Analytical findings validated the proposed hypothesis, confirming that destination marketing has a statistically significant, positive influence on destination branding architecture. With a standardized path coefficient of 0.485, the independent variable exerts a strong direct effect, explaining 23 percent of the variance within the target dependent variable. The empirical findings confirm the mediating role of destination marketing, demonstrating that the influence of local community behavior on destination branding is transmitted through strategic marketing channels. In explaining the results of this section, it can be stated that among the factors that can develop and improve health tourism branding is the use of effective marketing tools and parameters. In this regard, tourism marketing is of particular importance because if we consider marketing as a management process, all planning activities for preparing tourism products and attracting tourists require marketing operations and activities. Tourism marketing is a variable for identifying and predicting the needs of tourists and providing facilities to meet their needs and motivating them to visit, which will ensure tourist satisfaction and achieve organizational goals. Destination marketing plays a fundamental role in branding health tourism destinations and, beyond an advertising tool, acts as a comprehensive strategy for creating identity, trust, and sustainable competitive advantage. Health tourism is associated with high financial and physical risks. In these circumstances, strong branding acts as a powerful tool of quality and reliability and reduces patient uncertainty. Destination marketing is the core of branding in health tourism, which plays a vital role in the success of a destination by building trust, creating brand equity, and influencing patient decision-making. Accomplishment in this area requires a comprehensive, integrated, and long-term view that encompasses all stakeholders, from policymakers and healthcare providers to tourism industry activists. Conclusion Studies reveal that not only Iran failed to use its tourism capacities efficiently, but the nation is being outpaced by emerging destinations in terms of the role of this industry in improving development indicators. Despite these geographical features of Iran, along with historical monuments, customs and rich culture, unprecedented security in the region, etc., have increased Iran's power in the tourism competition. Iran's health tourism destinations are considered one of the most important tourist attractions, which are sometimes neglected. effective urban planning and governance in Tehran can ensure not only localized sustainable development but also a positive, large-scale impact on broader regional development indicators. In this regard, experiences from branding market products exhibit that if a tourist destination can make a name for itself and prove its good reputation to tourists, its development will be inevitable. Branding in health tourism is a comprehensive strategy that combines the quality of treatment, tourism experience and supportive policies to convey security to patients. Success in this area, instead of competing solely on price, depends on building an integrated and trust-based ecosystem. Given the importance of recognizing the factors that affect branding, the results indicated that the branding of health tourism destinations is influenced by various factors, including the factors that were examined in this study, which can be attributed to the positive effect of tourism destination security on tourism destination branding. Considering the path coefficient obtained for this variable, which is equal to 0.255, the effect can be assessed as moderate. Another result of this study can be attributed to the positive effect of local community attitudes on health tourism destination branding. Considering the path coefficient obtained, the effect of the local community attitude variable on health tourism destination branding is assessed as moderate. Furthermore, the mediating role of destination marketing and its direct effect on health tourism destination branding. This study, like many other studies, has limitations that should be considered in interpreting and generalizing the results. First, the data were collected through self-report instruments, which may be affected by factors such as respondents' honesty, accuracy, and impartiality. Therefore, it is suggested that future research studies should also employ complementary methods such as interviews and observations to increase the validity of the findings. On the other hand, the design of this research was based on structural equation modeling, so it is not possible to definitively comment on the causal relationships among the variables. Accordingly, it is recommended to use longitudinal research designs in future studies. 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. هدف مطالعه حاضر بررسی تأثیر امنیت مقاصد و رفتار جامعه محلی بر برندسازی مقاصد گردشگری سلامت با نقش میانجی بازاریابی مقصد است. مطالعه حاضر ازنظر هدف، کاربردی و ازنظر روش توصیفی- تحلیلی است. جامعه آماری پژوهش را گردشگران که برای درمان بیماری و استفاده از امکانات پزشکی به شهر تهران آمده بودند، تشکیل می‌دهند. به علت نبود آمار دقیق تعداد گردشگران ورودی به‌منظور تعیین حجم نمونه از فرمول کوکران برای جامعه نامحدود استفاده شد و حجم نمونه 384 نفر برآورد گردید. روایی ابزار تحقیق با استفاده از مدل تحلیل عاملی تأییدی و پایایی آن با استفاده از آلفای کرونباخ محاسبه‌شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای SPSS و SMART PLS با روش آمار توصیفی و مدل‌سازی معادلات ساختاری انجام شد. یافته‌ها نشان داد که امنیت مقاصد، رفتار جامعه محلی و همچنین بازاریابی مقصد بر برندسازی مقاصد گردشگری سلامت تأثیر مثبت و معناداری دارد. از بین متغیرهای موردمطالعه بیشترین تأثیر مربوط به بازاریابی مقصد با مقدار ضریب مسیر 485/0 و کمترین تأثیر متغیر امنیت مقاصد با مقدار ضریب مسیر 255/0 داشت. بر اساس یافته‌های حاصل از این پژوهش می‌توان این‌گونه نتیجه‌گیری کرد که سیاست‌گذاران و برنامه ریزان حوزه گردشگری سلامت شهر تهران لازم است که در حوزه برندسازی و مشخص کردن برندینگ حوزه گردشگری سلامت برنامه‌ریزی داشته باشند تا از این طریق زمینه برای جذب گردشگر و بهره‌مندی از منافع حاصل از توسعه گردشگری فراهم گردد.

https://jut.ut.ac.ir/article_108105_f244bef92b378acd706f98f07ef49708.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 09 26 Analyzing the Role of the HOLSAT Model in Tourism Destination Branding with an Emphasis on Place Branding: A case study of Masal County تحلیل نقش مدل HOLSAT در برندسازی مقصد گردشگری با تأکید بر برندینگ مکان مطالعه موردی: شهرستان ماسال 117 135 108106 10.22059/jut.2026.415764.1393 FA گیتی مرادی اسطلخ گروه جغرافیا و برنامه‌ریزی شهری، دانشگاه گیلان، رشت، ایران 0009-0001-5347-0669 Journal Article 2026 04 16 A B S T R A C T Destination branding is a critical strategy for sustainable development, wherein the tourist experience plays a pivotal role in its enhancement. However, a theoretical and practical gap persists regarding the application of specialized satisfaction-measurement models to the assessment of place branding in tourism destinations. This quantitative study adopted a descriptive-analytical and correlational research design. The statistical population comprised all incoming tourists visiting Masal County during the first half of 2025. Based on Cochran's formula, the sample size was calculated at 381 participants. To enhance precision and compensate for non-response rates, 500 questionnaires were distributed, yielding 456 usable responses (a 91% response rate) for final empirical analysis. Data were collected using a questionnaire grounded in the HOLSAT model, and its validity and reliability formally confirmed. Data analysis was conducted utilizing paired-sample t-tests and partial least squares structural equation modeling (PLS-SEM) executed in SmartPLS. The findings revealed a statistically significant gap between tourists' expectations and perceptions across most destination quality dimensions. The largest negative gaps were observed in environmental cleanliness (-1.20) and tourism infrastructure (-1.10). Tourism attractions emerged as the strongest predictor of tourist satisfaction (β = 0.412), whereas destination image was identified as the most influential factor driving place branding (β = 0.683). Natural attractions and local community hospitality represent Masal's primary tourism strengths, whereas infrastructure, environmental cleanliness, and cultural events fall significantly short of tourist expectations. Furthermore, the findings indicate that narrowing the gap between tourist expectations and perceptions - by enhancing satisfaction, improving destination image, and upgrading the quality of visitor experiences - strengthens Masal County's tourism brand and elevates its competitive appeal as a destination. Extended Abstract Introduction Tourism is recognized as a vital sector of the global economy and a highly effective driver of sustainable development. Beyond generating employment and fostering economic prosperity, it plays an essential role in preserving cultural heritage, stimulating regional development, and enhancing the quality of life in local communities. However, as competition among tourism destinations intensifies, possessing natural and cultural attractions alone is no longer sufficient for success. Rather, a destination's capacity to deliver favorable experiences, foster a positive destination image, and create perceived value for tourists has become a critical determinant of competitive advantage. Hence, destination branding serves as a core strategy in tourism management and marketing, playing a critical role in enhancing competitive positioning and fostering sustainable development. Modern paradigms suggest that a destination brand is shaped less by advertising and promotional campaigns and more by tourists' overall experiences and evaluations. Accordingly, a satisfying experience can cultivate a favorable destination image, heighten tourist loyalty, drive repeat visitation, and ultimately reinforce the destination brand. Conversely, a discrepancy between tourist expectations and the destination's actual performance diminishes visitor satisfaction, negatively impacting the destination's image and competitive position. In this context, Expectation-Disconfirmation Theory posits that satisfaction results from a comparative evaluation between pre-trip expectations and post-trip perceptions of destination performance. Furthermore, the HOLSAT model - recognized as one of the most robust frameworks for measuring tourist satisfaction - enables the simultaneous evaluation of expectations and perceptions, thereby identifying a destination's strengths and weaknesses across various dimensions of the travel experience. Although numerous studies have examined the relationships among destination quality, tourist satisfaction, destination image, and loyalty, most HOLSAT-based research studies have focused exclusively on evaluating tourist satisfaction, leaving its role in explaining the place branding process. Furthermore, in Iran - particularly within emerging tourism destinations - few empirical studies have integrated perceived destination quality, tourist satisfaction, destination image, and place branding into a unified framework. Despite possessing Hyrcanian forests, alpine pastures, waterfalls, and a rich local culture, Masal County remains an emerging destination in northern Iran that lacks a comprehensive assessment of how tourists’ experiences influence its destination image and overall place brand. Accordingly, grounded in the HOLSAT model and Expectation-Disconfirmation Theory, this study examines the gap between tourist expectations and perceptions while elucidating the roles of perceived quality, tourist satisfaction, and destination image in branding Masal County as a tourism destination. The novelty lies in proposing an integrated framework that captures the interrelationships among these variables, while simultaneously applying the HOLSAT model to both satisfaction measurement and destination branding. Methodology This study employed an applied research orientation and a quantitative, descriptive-analytical design anchored in correlational analysis. The theoretical framework was formulated based on Expectation-Disconfirmation Theory, the HOLSAT model, and destination branding literature. The structural relationships among perceived destination quality, tourists’ satisfaction, destination image, and place branding were evaluated using structural equation modeling (SEM). The statistical population encompassed all incoming tourists visiting Masal County during the first half of 2025, estimated at approximately 50,000 visitors based on statistics provided by the Cultural Heritage, Tourism, and Handicrafts Department. The minimum required sample size was determined to be 381 participants, using Cochran's formula. To enhance estimation precision and compensate for incomplete questionnaires, 500 questionnaires were distributed across major tourism attractions utilizing convenience sampling. Ultimately, 456 valid questionnaires were retrieved and analyzed, yielding a response rate of 91%. Data were collected using a researcher-developed questionnaire grounded in the HOLSAT model. The questionnaire comprised three sections: demographic information, tourists’ expectations and perceptions assessment across six dimensions - tourism attractions, infrastructure, safety and security, host community hospitality, cultural events, and environmental cleanliness - and the measurement of destination image and place branding. All items were evaluated employing a five-point Likert scale. Content validity was confirmed by experts in tourism and marketing, while construct validity was established through confirmatory factor analysis (CFA). Additionally, Cronbach's alpha coefficients ranging between 0.81 and 0.93 demonstrated satisfactory internal consistency reliability. Data analysis was executed at both descriptive and inferential levels. Initially, paired-sample t-tests were employed to evaluate the gap between tourists’ expectations and perceptions across the various HOLSAT model dimensions. Subsequently, partial least squares structural equation modeling (PLS-SEM) was conducted in SmartPLS to test the hypotheses and examine direct and indirect relationships among variables. Model fit was evaluated using R², Q², f², and GOF indices, while the mediating role of tourist satisfaction was assessed using the Variance Accounted For (VAF) index. Results and Discussion The findings revealed a statistically significant discrepancy between tourists’ expectations and perceptions across most destination quality dimensions in Masal County. Results from the paired-sample t-test indicated that the perceived performance of the destination fell below the level of tourists’ expectations for the majority of indicators, aligning with Expectation-Disconfirmation Theory. According to this theory, a wider gap between initial expectations and actual destination performance increases the likelihood of diminished satisfaction, a weakened destination image, and reduced revisit intentions. Consequently, the findings indicate that although Masal possesses valuable natural and tourism assets, existing services and facilities have yet to fully satisfy the growing expectations of visitors. Examination of the distinct HOLSAT dimensions revealed that the largest negative gaps were observed in environmental cleanliness (-1.20) and tourism infrastructure (-1.10), respectively. These results underscore that beyond enjoying natural attractions, tourists expect destinations to maintain high standards regarding environmental management, amenities, accessibility, transportation, and broader tourism infrastructure. Conversely, host community hospitality was the sole dimension in which tourists' perceived destination performance surpassed their initial expectations. This finding indicated that the welcoming behavior and warm interactions of the host community represent one of Masal's primary competitive advantages, serving as a core element of its tourism brand identity. Furthermore, structural equation modeling (SEM) results demonstrated that destination quality dimensions exert both direct and indirect effects on tourists’ satisfaction. Among these dimensions, tourism attractions had the strongest influence on visitors’ satisfaction (β = 0.412), confirming the critical role of Masal county's natural landscapes, Hyrcanian forests, alpine pastures, and broader ecotourism capabilities in shaping a positive tourists’ experience. Additionally, tourists’ satisfaction had a positive and statistically significant effect on destination image, which in turn emerged as the strongest predictor of place branding (β = 0.683). This finding indicates that the success of a tourism brand depends less on the physical attributes of the destination and more on the quality of the experience and the cognitive perceptions formed by tourists. Furthermore, mediation analysis revealed that tourist satisfaction plays an effective mediating role in the relationship between destination quality and place branding. This implies that the impact of destination attributes on tourism brand equity is primarily transmitted through visitors’ experience and satisfaction. Therefore, merely expanding infrastructure or promoting natural attractions is insufficient to establish a successful tourism brand; rather, these attributes should be translated into satisfying and memorable tourists’ experiences. Overall, the findings demonstrate that Masal possesses significant potential to emerge as a flagship nature-based tourism brand in Iran. However, achieving this objective requires an integrated approach encompassing natural resource conservation, service quality enhancement, infrastructure improvement, environmental cleanliness management, cultural event development, and visitors’ experience management - a holistic strategy that can ultimately reinforce destination image, foster tourists’ loyalty, and realize sustainable tourism development. Conclusion The study investigated how perceived destination quality influences tourists’ satisfaction, clarifying its downstream effects on destination image and place branding in Masal County. Operationalizing the HOLSAT framework, expectation-perception discrepancies were assessed across multiple quality dimensions, after which the structural interactions connecting destination quality, satisfaction, destination image, and place branding were analyzed via structural equation modeling. The findings revealed that while Masal County possesses valuable natural, ecological, and cultural assets, a considerable gap persists between tourists’ expectations and perceived destination performance across certain service and infrastructure dimensions. The most pronounced negative discrepancies pertained to environmental cleanliness and tourism infrastructure, whereas local community hospitality and natural attractions emerged as the destination's primary strengths. These results underscore that a sustainable competitive advantage cannot be built solely upon natural resources; rather, destination management quality and the capacity to meet tourists’ expectations play a decisive role in achieving tourism brand success. Furthermore, structural model results demonstrated that destination quality directly influences tourists’ satisfaction, which in turn plays a crucial role in shaping a positive destination image. Furthermore, destination image emerged as the strongest factor influencing place branding, underscoring the vital role of tourists' mental perceptions in the success of tourism brands. The mediating role of tourists’ satisfaction between destination quality and place branding was also confirmed, indicating that the impact of objective destination attributes translates into brand equity only when these features foster a favorable, satisfying, and memorable visitor experience. Consequently, tourists’ experience can be viewed as the critical link connecting a destination's resources and capabilities with its brand equity - a finding that highlights the vital necessity of experience management alongside the stewardship of physical infrastructure and attractions. Theoretically, this research advances a holistic framework for destination brand building by synthesizing the HOLSAT model, Expectation-Disconfirmation Theory, and place branding scholarship. Whereas conventional literature predominantly applies the HOLSAT as a standalone metric for tourists’ satisfaction, this study demonstrates its broader utility as a analytical lens for deciphering destination image formation and branding dynamics. The core theoretical contribution lies in proposing an integrative structural model that concurrently models the pathways among destination quality, visitor satisfaction, destination image, and place branding - offering a conceptual baseline for future inquiries in destination marketing and management. From a managerial perspective, the research findings suggest that tourism planners and managers in Masal County should not focus tourism development solely on increasing visitor numbers or promoting natural attractions. Instead, managing the quality of the tourists’ experience should be integrated as a primary priority in tourism policymaking. Improving transportation infrastructure, developing accommodation and recreational facilities, upgrading waste management systems and environmental cleanliness, enhancing visitor information services, systematically organizing tourism spaces, and hosting regular cultural events can bridge a significant portion of the existing gap between tourists’ expectations and perceptions. In parallel, protecting natural landscapes, preserving the Hyrcanian forests and alpine pastures, supporting indigenous culture, and empowering local community participation represent Masal's most critical strategic assets for consolidating its tourism brand identity. Furthermore, formulating a comprehensive destination branding strategy grounded in nature, local culture, and visitors’ experience can elevate the county's competitive position in both domestic and international tourism markets. Despite its contributions, the findings should be interpreted in light of several limitations. First, data collection was conducted within a single cross-sectional timeframe among tourists present in Masal County, which restricts the direct generalizability of the results to other tourism destinations. Second, the reliance on self-reported survey data may be susceptible to subjective response bias. To address these restrictions, future research could adopt longitudinal designs, conduct cross-destination comparative studies, and employ mixed-methods approaches (combining quantitative and qualitative techniques) to achieve a deeper understanding of the mechanisms underlying destination brand formation. Furthermore, exploring the role of emerging technologies, social media, digital marketing, smart tourism experiences, and online tourists’ behavior can open new horizons in destination branding research. Overall, the results demonstrate that the success of Masal county's tourism brand depends primarily on destination managers' capacity to transform natural and cultural assets into a high-quality, satisfying, and enduring visitor experience. As the gap between tourists’ expectations and perceptions narrows, a more favorable destination image will take shape. Consequently, Masal’s tourism brand will be strengthened, visitors’ loyalty will increase, and the foundation will be laid for achieving long-term competitive advantage and sustainable 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. برندسازی مقاصد گردشگری از راهبردهای مهم توسعه پایدار است و تجربه گردشگران نقش مهمی در تقویت آن دارد. بااین‌حال، درباره کاربست مدل‌های رضایت سنجی تخصصی در سنجش برندینگ مکان‌های گردشگری، همچنان شکاف نظری و عملی وجود دارد. پژوهش حاضر از نوع توصیفی– تحلیلی و همبستگی با رویکرد کمّی است. جامعه آماری شامل کلیه گردشگران ورودی به شهرستان ماسال در نیمه نخست سال 1404 بود. حجم نمونه بر اساس فرمول کوکران 381 نفر تعیین شد، برای افزایش دقت و جبران احتمال ریزش پرسشنامه‌ها، تعداد 500 پرسشنامه توزیع شد که در نهایت 456 پرسشنامه قابل‌استفاده بازگشت با نرخ بازگشت 91/0 درصد مورد آزمون قرار گرفت. داده‌ها از طریق پرسشنامه مبتنی بر مدل HOLSAT جمع‌آوری و روایی و پایایی آن تأیید شد. تحلیل داده‌ها با استفاده از آزمون t زوجی و مدل‌سازی معادلات ساختاری (PLS-SEM) در نرم‌افزار SmartPLS انجام گرفت. یافته‌ها نشان داد بین انتظارات و ادراکات گردشگران در اغلب ابعاد کیفیت مقصد شکاف معناداری وجود دارد. بیشترین شکاف مربوط به پاکیزگی محیطی (20/1-) و زیرساخت گردشگری (10/1-) بود. جاذبه‌های گردشگری قوی‌ترین پیش‌بینی کننده رضایت گردشگران (412/0=β) و تصویر ذهنی مقصد تأثیرگذارترین عامل بر برندسازی مکان (683/0=β) شناخته شد. جاذبه‌های طبیعی و مهمان‌نوازی جامعه محلی مهم‌ترین نقاط قوت گردشگری ماسال هستند، درحالی‌که زیرساخت‌ها، پاکیزگی محیطی و رویدادهای فرهنگی با انتظارات گردشگران فاصله دارند. همچنین، یافته‌ها نشان می‌دهد که کاهش شکاف میان انتظارات و ادراکات از طریق افزایش رضایتمندی، بهبود تصویر ذهنی و ارتقای کیفیت تجربه گردشگران، به تقویت برند گردشگری شهرستان ماسال و افزایش جذابیت رقابتی این مقصد منجر می‌شود.

https://jut.ut.ac.ir/article_108106_c1e6eae065d94c6a31446cfd6a1a2af7.pdf

دانشکده جغرافیا- دانشگاه تهران نشریه گردشگری شهری 2423-6926 13 3 2026 08 23 Formulating a Data-Driven Governance Model to Enhance the Digital Pilgrimage Experience in Mashhad: A Micro-Infrastructure-Based Approach صورت‌بندی الگوی حکمرانی داده‌محور به‌منظور ارتقای تجربه دیجیتال زیارت در مشهد: رویکردی مبتنی بر ریزبنیان‌ها 108258 10.22059/jut.2026.416872.1398 FA امیر حسین مرادی دلوئی عضو هیئت علمی گروه حکمرانی زیارت، پژوهشکده زیارت، بنیاد پژوهشهای اسلامی آستان قدس رضوی، مشهد، ایران 0009-0001-5884-1270 Journal Article 2026 06 19 Introduction Previous studies have each examined parts of the relationship among dynamic capabilities, communication infrastructures, smart tourism, and data governance (Mahdavi, 2023; Anabestani et al., 2023; Salji, 2024; Pakdel et al., 2023; Teece, 2018; Xiang & Fesenmaier, 2017; Verhoef et al., 2021; Aljehani, 2026). Nevertheless, an integrated framework for explaining the linkage among data governance, dynamic capabilities, communication infrastructures, and the pilgrim’s digital experience—particularly in the telecommunications industry and religious tourism—has not been presented (Pakdel et al., 2023; Khavarian Garmsir et al., 2024; Raj & Griffin, 2015; Esmaeily & Kralevska, 2024). Therefore, the present study, adopting a qualitative approach, aims to identify the microfoundations of competitive advantage and to propose a data-driven governance model that explains the role of telecommunications infrastructures in enhancing smart services, resilience, and the sustainability of religious urban tourism in the metropolis of Mashhad (Verhoef et al., 2021). The innovation of this research lies in providing an integrated framework that links the resource-based view, dynamic capabilities theory, and data governance within the context of religious urban tourism. This study demonstrates how data governance connects pilgrims’ behavioral data to the reconfiguration of infrastructural resources, the enhancement of network resilience, and the improvement of the digital pilgrimage experience, thereby integrating the strategic management of communication infrastructures with the intelligent management of urban tourism. **Research Method** This study is applied in terms of purpose and qualitative–explanatory in nature, grounded in the critical realism paradigm. Within this approach, competitive advantage and the mechanisms that shape it are regarded as real phenomena whose understanding is possible through the systematic interpretation of empirical data and continuous interaction between field evidence and theoretical frameworks. Accordingly, the research strategy was directed qualitative content analysis with an inductive–deductive logic. The resource-based view and dynamic capabilities theory provided the initial analytical framework, while field data also contributed to the development and enrichment of the concepts (Creswell & Poth, 2018). Based on the critical realism paradigm, tourist data in the form of “digital footprints” and “behavioral feedback streams”—including location data, service consumption patterns, and comments recorded on social platforms—were used as the empirical evidence of the study. These data were collected through telecommunications infrastructures and interpreted by experts, particularly data analysts and strategic managers, and, in interaction with theoretical foundations, formed the basis for the final model (Sheikhzadeh & Bani Asad, 2020). The participant population consisted of senior managers and network architects of Telecommunication Company of Khorasan Razavi, data analysts of the ICT Organization of Mashhad Municipality, urban tourism policymakers, and faculty members specializing in information technology, network management, and strategic planning. Using purposive sampling with maximum variation, a 15-member panel was formed comprising telecommunications managers, municipal data analysts, tourism managers, and academic specialists to cover the various dimensions of data-driven governance. The criterion for determining sample size was theoretical saturation, which was reached at the twelfth interview; however, to enhance validity, interviews continued up to the fifteenth participant (Creswell & Poth, 2018; Guest et al., 2020). The selection of the telecommunications company as the unit of analysis was due to its central role in real-time data processing and the reconfiguration of communication infrastructures; nevertheless, the requirements of the tourism ecosystem and the needs of pilgrims were incorporated into the model through the multidimensional composition of the expert panel (Anabestani et al., 2023; Xiang & Fesenmaier, 2017). The data collection instrument was a semi-structured interview based on the five dimensions of competitive advantage (cost, quality, time, delivery capability, and innovation), which was conducted after confirmation of content validity and with the use of probing questions (Guest et al., 2020). The findings of the present study indicate that sustainable competitive advantage in the telecommunications industry is not merely the result of the accumulation of technological resources, but rather emerges from the interaction among resources, organizational capabilities, and coordinating mechanisms. The identification of thirteen core categories as the microfoundations of dynamic capabilities showed that organizational resources are transformed into strategic capabilities only when they are employed and reconfigured through coordinating mechanisms within organizational processes. This finding is consistent with the resource-based view, according to which the value of resources leads to competitive advantage when the organization is able to deploy them in an effective and difficult-to-imitate manner (Barney et al., 2021). Moreover, the emphasis of the research findings on sensing, seizing, and reconfiguring aligns with the logic of dynamic capabilities and attention to their formative microfoundations (Felin et al., 2012; Teece, 2018). Nevertheless, the present finding extends this literature by explaining these capabilities not as a set of isolated abilities, but in relation to a coordinating mechanism termed data-driven governance. Therefore, the main contribution of the study at this level is to demonstrate that resources and dynamic capabilities require a coordinating logic for the alignment of data, decision-making, and resource reconfiguration in order to be converted into competitive advantage. In the same vein, the findings showed that data-driven governance, among the identified microfoundations, plays a role beyond that of a technological capability or administrative mechanism and functions as an orchestrating logic that regulates the relationships among resources, information flows, and strategic decisions. This result is consistent with the study by Warner and Wäger, which emphasizes the role of digital capabilities in creating organizational capacity for responsiveness and adaptation to environmental changes (Warner & Wäger, 2019). The distinguishing feature of the present finding is that it positions data governance at the level of a linking mechanism between organizational capabilities and value creation. In other words, data is not merely an input to decision-making; rather, through governance mechanisms, it becomes the basis for coordinating resources and reconfiguring capabilities. From this perspective, the findings of the present study complement previous research by elevating the relationship between digital transformation and competitive advantage from the level of technology possession to the level of how the organization governs, coordinates, and leverages data flows. مقدمه: در اقتصاد دیجیتال، مزیت رقابتی صنایع زیرساختی به قابلیت‌های ارکستراسیون منابع و داده وابسته شده است. در کلان‌شهر مشهد، مدیریت هوشمند زائران به دلیل وابستگی خدمات شهری به زیرساخت‌های ارتباطی، ضرورتی راهبردی است که بخشی از هویت خدمت و تجربه زیارت را شکل می‌دهد. هدف: این پژوهش با هدف تبیین ریزبنیان‌های مزیت رقابتی پایدار در زیرساخت‌های دیجیتال و صورت‌بندی الگوی حکمرانی داده‌محور با دلالت‌هایی برای بهبود تجربه زیارت انجام شد. روش: این مطالعه کاربردی با رویکرد کیفی و روش تحلیل محتوای جهت‌دار، بر پایه منطق استقرایی ـ قیاسی اجرا گردید. داده‌ها از طریق مصاحبه نیمه‌ساختاریافته با ۱۵ نفر از خبرگان صنعت مخابرات و گردشگری و اعضای هیئت علمی گردآوری و در نرم‌افزار MAXQDA 2020 تحلیل شدند. یافته‌ها: یافته‌ها نشان داد ریزبنیان‌های مزیت رقابتی شامل ۱۳ مقوله محوری است که در پنج بعد استراتژیک هزینه، کیفیت، نوآوری، زمان و قابلیت تحویل سازماندهی شده‌اند. مفهوم مرکزی حکمرانی داده‌محور، این مقولات را یکپارچه ساخته و الگوی نهایی پژوهش را شکل می‌دهد. اعتمادپذیری یافته‌ها بر اساس معیارهای گوبا و لینکلن ارزیابی شد و شاخص توافق بین کدگذاران (کاپای فلیس بالاتر از ۸۰ درصد) نیز تأییدکننده نتایج بود. نتیجه‌گیری: حکمرانی داده‌محور با استانداردسازی سیاست‌ها، هماهنگ‌سازی ذی‌نفعان و یکپارچه‌سازی جریان‌های داده، مقولات را در قالب الگوی نهایی پیوند می‌دهد. این الگو نشان می‌دهد که در بستر زیارت هوشمند، چرخه یادگیری تطبیقی، بازخوردهای دیجیتال زائران را به بازآرایی منابع پیوند داده و با تقویت اعتماد دیجیتال، به بهبود تجربه زائران و ارتقای کیفیت خدمات هوشمند شهری منجر می‌شود.