Document Type : Article extracted From phd dissertation
Authors
Department of Urban planning , Qa.C., Islamic Azad University, Qazvin, Iran
Abstract
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.
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