امین قنبری

This study is a structural equation modeling study. It has investigated the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals through the attitude of mental norms. The present study is a one-section survey. The statistical population of this study includes all tourists who visited the cultural and spiritual sites of Shiraz, like Hafez and Saadi tombs. Literary tourism is a concept that praises the culture and heritage of a destination. The concept is to go to locations worldwide highlighted in some non/fictional novels. They can fascinate new tourists, increase the number of domestic travelers, and promote tourism destinations. Because the sample size is unknown through Cochran's formula with a 95% confidence level, 384 people were selected by the available sampling method. They answered the questionnaire about the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals. The collected data were analyzed by using Amos software and SPSS. Confirmatory factor analysis, the reliability and validity of the contract measurement model, Cronbach's alpha results (above 0.7), and composite reliability (greater than 0.7) for the reliability and mean of the extracted variance (greater than 0.5) were confirmed. The structural equation model was used to test research hypotheses and the relationships between research variables (spiritual factors, behavioral purpose). The results showed that spiritual variables, in general, have a positive effect on the behavioral goal of tourists through the attitude of tourists' mental norms. This attitude was also recognized as a significant mediator between spiritual perception and behavioral goals. The findings of this study indicate that literary tourism has a positive, significant effect on increasing re-visit tourism destinations through attitude, mental norms, and perceived behavioral control.

Mystical tourism could have a significant role in the development of tourism industry. It is also possible to achieve a significant contribution by investing in the pristine sector of mystical tourism and create an authentic Iranian mystical cultural space. Considering the characteristic of a mystical tourist, which is generally spiritual and cognitive issues, gaining inner peace and the meaning of existence, it should be taken into consideration in branding a mystical destination. For this reason, this research tries to investigate The effect of visiting the mystical destination brand on love and fascination with the destination brand. In addition, the cultural destination of tourism can be created with a strong relationship between tourism and culture. Attarnishaburi tomb is one of the potential tourist areas that has the ability to attract tourists at the national and international level with unique historical, cultural, and religious features. The current research was conducted on the people who visited the tomb of Atar Neishaburi in the winter of 1400. Among the current population, 348 people were selected as a research sample based on Cochran's formula with the available sampling method. Statistical calculations were performed by SPSS and Amos software, and the structural equation modeling method was used to check the conceptual model of the research. The findings of the research indicate that brand awareness in mystical tourism according to the criteria of expectation from the brand, consumer brand allocation, secrets, sensitivity to the brand, intimacy and interest in the brand, respect for the brand, in terms of the fit of the tourist with The destination brand creates a positive and meaningful impact. The presence of an important relationship between tourists and the brand, with enjoyable experiences gained from the brand, creates more trust in the brand. The experiences created in connection with the brand can have potential positive effects on trust and satisfaction with the brand. One of the most important tasks of brand managers is to understand a set of associations around the brand because it can be valuable in the brand.