The Role of Soft and Hard Organizational Infrastructures in the Quality of Event Tourism and the Consequences of the Tourist Experience: A case study of Mahallat Flower and Plant Festival

Document Type : Research Article

Authors

1 Department of Business Management, Farabi College, University of Tehran, Tehran, Iran

2 Department of Industrial Management, Farabi College, University of Tehran, Tehran, Iran

3 Department of Management, Payam Noor University, Amol, Iran

4 Department of Management, Payam Noor University, Khomein, Iran

10.22059/jut.2024.334797.988

Abstract

A B S T R A C T
With its special characteristics, the tourism industry is considered a dynamic industry with a bright future that will lead to urban development. One of the festivals that is held in the center of Iran is the Mahallat Flower and Plant Festival, which attracts domestic and foreign tourists interested in flowers and plants. The purpose of this study is to investigate the role of soft and hard organizational infrastructure in the quality of event tourism and the consequences of the experience of flower and plant tourism in neighborhoods. The results of the research after analyzing the data using PLS software have shown that soft and hard organizational infrastructures affect the quality of tourism. Also, the involvement of tourists in cultural contact and memorable experience and memorable experiences affects the desire to visit again and advise others. In order to achieve the development of tourism, fundamental activities must be carried out on two fronts. From the point of view of the public sector and policymakers, it is necessary to provide the infrastructure, cooperation, and companionship with the private sector and provide the basic and necessary platforms to create motivation in the private sector. On the other hand, it is necessary for the private sector to be diligent in developing the required marketing strategies while adopting a systematic approach
Extended Abstract
Introduction
Holding any tourism event requires the existence and use of soft and hard organizational infrastructures. Suppose the infrastructures exist and are properly used. In that case, it is possible to gain tourists' satisfaction by providing quality tourism services and increasing the number of tourists there. There was hope in the coming years. It should be noted that event tourism is a type of tourism that is connected with other types of tourism. The event tourism market consists of travelers traveling to see or participate in events. Among the important things that make event tourism better and memorable, resulting in tourist satisfaction, are the organizations and infrastructures in charge of holding the festival. Due to the existence of such issues, the main goal of this research is to investigate the role of the soft and hard infrastructure of the organization in charge of holding the exhibition in order to provide the necessary comfort facilities and an exhibition with aesthetic standards and to create satisfaction among tourists in order to increase the quality of event tourism and attract tourists to contact culture with the exhibition and creating a memorable experience for tourists to visit the exhibition and recommend it to others. Also, in this research, the soft and hard infrastructures of the trustee in hospitality tourism will be identified through interviews with experts on this subject.
 
Methodology
The research method is practical, has a practical aspect, and is directly aimed at solving the problems of society and humanity. The researcher has used library and field methods to collect the required information in the current research. With the help of field research, the desired information was collected. The statistical population in this research is everyone who has visited the flower and plant festival in Mahalat city. The data were categorized using descriptive statistics and Friedman's test.
 
 
Results and discussion
Soft infrastructure, in fact, the proper management of the festival, advertising and information for a more prosperous festival, creating security for tourists and their education, and coordination and cooperation between institutions will undoubtedly increase the festival's quality. According to research, it will have a significant impact on improving the quality of the festival. Undoubtedly, suitable accommodation and hospitality centers, expansion of transportation ways, easy access to the festival site, and access to amenities, piped water, electricity, gas, and green spaces will increase the festival's quality. Based on the indicators of exhibitions, job creation, education, issued production licenses, exports, and infrastructure related to flowers and plants, the city of Mahalat is in a favorable situation, and in terms of financial support indicators, it performs favorably compared to other cities. The quality of organizing event tourism encourages people to travel to the desired destination. The role and function of each city's tourist structures of Mahalat as a part of the city's tourism system is influenced and related to its most fundamental attraction and has made the whole cultural tourism of the city emerge. The city's current tourism system has created positive benefits and functions in various economic fields and sectors (employment, income, etc.), cultural-social, etc. It has also created instabilities in various sectors. The intermingling of tourists has a positive effect on cultural contact. The assimilation of visitors usually refers to the assimilation of visitors and commitment to the tourism experience, and it causes their cultural contact. Also, cultural contact affects the unforgettable experience of the tourist. In addition, the effect of tourist integration on the memorable experience was confirmed. Memorable experience causes emotional, physical, and spiritual experiences in travel, and tourists will consider their past memories (memories) to review a specific destination as the most critical source of decision-making information. Memorable tourism experiences have a positive and significant effect on recommending to others. Increasing the level of tourists' satisfaction with the destination as a cognitive component can lead to the desire to revisit as a behavioral component among tourists. Increasing the desire to revisit as a result of improving the perceived image and increasing the level of satisfaction can lead to an increase in word-of-mouth advertising and attract more tourists to the desired destination.
 
Conclusion
The role and function of each city's tourist structures of Mahalat as a part of the city's tourism system is influenced and related to its most fundamental attraction and has made the whole cultural tourism of the city emerge. The city's current tourism system has created positive benefits and functions in various economic fields and sectors (employment, income, etc.), cultural-social, etc. It has also created instabilities in various sectors. This requires the participation of all governmental or non-governmental organizations, departments, and institutions (especially local municipalities) that are beneficial and effective in cultural tourism affairs. As in this research, the combination of tourist and memorable experiences and the quality of tourism is the most significant role that soft and hard organizational infrastructures can play in improving touris.
 
Funding
There is no funding support.
 
 Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
 Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
We are grateful to all the scientific consultants of this paper.
 

Keywords

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urban tourism
Volume 12, Issue 1
April 2025
Pages 81-79

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