Analysis of the value chain of tourism in Yazd province with a performance-importance analysis approach

Introduction

The aim of the present research is to analyse and evaluate the tourism value chain of Yazd province using the importance-performance evaluation method. This research aims to provide a practical framework for enhancing collaboration among stakeholders and service providers in tourism, thereby strengthening the competitive advantage of Yazd Province as a unique destination in both the domestic and international tourism markets. In this context, by utilising the insights and experiences of experts, specialists, and active participants in the province's tourism sector, targeted solutions for the sustainable development of the tourism value chain have been sought, which align with Yazd's cultural, historical, and natural capacities. Ultimately, this study aims to provide suggestions for enhancing the tourist experience and increasing the economic and social impacts of tourism in Yazd Province by optimising value creation processes and empowering local stakeholders.

Methodology

This research is applied in nature and has a descriptive-analytical approach. To collect data, a field survey questionnaire has been used. The statistical population comprises experts, specialists, and activists with the necessary expertise in the tourism sector of Yazd Province. A judgmental sampling method, which is one of the purposeful sampling techniques, has been employed for sampling from the statistical population. Finally, the data analysis has been conducted using an importance-performance matrix. In this research, the global model of the tourism value chain introduced by the World Tourism Organization in 2013 has been taken as the basis, and to better understand the model and to extract relevant indicators related to the tourism value chain of Yazd province, the study by Delshad and Asadian (1402) has been utilized, which presents all dimensions and indicators of the global tourism value chain model in a simpler manner and localizes it for Yazd province. Additionally, this research discusses the optimal model of the tourism value chain in Yazd.

Results and discussion

The factor of 'tourist guides' has the highest average in terms of importance, while the factor of 'hotels and eco-lodges' has the highest average performance. In this research, although the results of the calculations have somewhat clarified the overall significance-performance status of the factors affecting the tourism value chain in Yazd province, the results of this analysis, which has two dimensions of significance-performance, will be complete when the status of each indicator is specified in the IPA matrix. Therefore, to better analyse the status of the indicators, an importance-performance matrix has been drawn based on the average scores related to importance and performance. For drawing this matrix, performance is placed on the X-axis and importance on the Y-axis. According to the results of the present research, the component of "tourist guides" has the highest importance in the value chain of tourism in Yazd province, emphasizing the key and central role of trained human resources in creating an authentic experience. Thus, it aligns with the study by Delshad and Asadian (1402), who introduced human resources as a key link in the value chain of Yazd tourism and identified factors affecting the value chain of Yazd tourism. However, the current research, in addition to identifying influential factors, has been able to evaluate the position of each index using the IPA matrix, regarding their importance and performance in the value chain of tourism in Yazd province, ultimately identifying existing strengths and weaknesses in the tourism value chain of the province. Conversely, factors such as "online platforms," "policy management," "access routes," and "waste disposal systems," despite their high importance, perform poorly, and these results are consistent with the findings of Azizi and colleagues (1401), which emphasize the necessity of digital integration. However, this study did not solely address the importance of digital integration in the discussion of the tourism value chain and instead examined the factors influencing the improvement of the tourism value chain in all related dimensions in a more practical and detailed manner, at a local scale in Yazd province using importance-performance analysis. Unlike Farzin and colleagues (2017), who focused on the overall competitiveness of Yazd, this research highlighted specific weaknesses in the infrastructure affecting the competitiveness of Yazd tourism, as well as high importance and performance components that could be turned into a competitive advantage in the Yazd tourism value chain, which had been less analyzed previously.

Conclusion

Despite Yazd's unique cultural, historical, and natural potentials, it suffers from weaknesses in the areas of destination policy-making, digital marketing, waste management, human resources training, and online platforms. In contrast, strengths such as eco-lodges, tour guides, healthcare services, transportation companies, and cultural attractions provide a foundation for Yazd's competitive advantage. Strengthening this chain will not only elevate Yazd's position in domestic and international markets but also contribute to the economic, social, and environmental development of the region by creating added value for local communities. The officials and stakeholders in the tourism industry of Yazd should focus more on areas such as destination policy and planning management, digital marketing, human resources training, etc. On the other hand, they should also strengthen and transform the strengths such as hotels and eco-lodges, health services, tour guides, etc. into competitive advantages for Yazd province in domestic and international markets. Ultimately, the tourism officials of Yazd province can facilitate the strengthening and development of the tourism value chain in this province by taking actions such as establishing a destination management organization, enhancing digital marketing and online platforms, and upgrading sustainable infrastructures.