درخت حوزه‌های تخصصی

Nowadays, the generated and shared content on tourist perceptions in social media is considered a fresh and far-reaching way to introduce the concept of the destination image. Destination decision-makers attempt to use this content to provide a deep understanding of tourism supply and demand. Marketers have to be particular about it when defining a proper destination image. In this regard, many researchers have emphasized the importance of using social media to tap into tourists’ perceptions of destination because it not only helps to deepen the administrators’ understanding of the demands of this type of tourism and to propose new approaches to determine the customers’ preferences in destination marketing but also directs new products and services to satisfy the tourists to a greater extent. Depending on the type of tourism, the contexts and criteria for this kind of virtual investigation are different. For example, in cultural destinations, tourists’ perceptions of tangible and intangible cultural heritage and services and products offered in virtual contexts are regarded as a tool to assess the tourists’ perceptions of that destination. The present study assumes that a holistic approach toward the analysis of tourist perception in the virtual sphere could be a well-qualified alternative to determine tourists’ wants in cultural destinations. Content analysis, which is a practical method in analyzing visual and textual data and  therefore is quite pertinent to the analysis of tourist perceptions, was adopted as the data analysis instrument in this study. To collect the data, two frequently-visited and widely-used websites with easy access to tourists’ comments, namely TripAdvisor and Flickr , were selected so that tourists’ experiences and perceptions could be gathered more authentically and conveniently. The findings demonstrated that the analysis of perceived authenticity of cultural destinations in Iran could provide the content required to create a destination image for purposeful marketing in Iran. Perceived Authenticity was categorized into three main themes: emotional, sensational, and rational.

In Mysticism, traveling and journeys are considered the essentials for self-knowledge, evolution, and theology. This research with a descriptive-analytical method tries to analyze the life, writings, and the legacy of Rumi - as one of the most prominent and influential mystics of history - in order to shed light on the concept, the roots, and the results of the journey from his point of view. In Rumi’s mysticism, the journey can be evaluated from a physical or spiritual aspect, and this term is usually accompanied by the concepts of separation and distance in his poetry. Rumi sometimes considers the journey as the reason behind this separation, while he sometimes considers it as its solution. The concepts of ‘whirling’ and ‘returning to one’s origins’ are among the other themes intermingled with the journey in his mysticism. These concepts can still be observed after hundreds of years in the ‘Sama Dance’ rituals in Konya. In general, Rumi considers movement, journey, and transformation as the basis for evolution and the transcendence of the human soul.

Hajj pilgrimage is one of the divine duties that is held every year by pilgrims. In addition to the jurisprudential issues of Hajj, the pilgrimage of Hajj has many individual, social, and political effects. This pilgrimage provides an opportunity for the pilgrims to gain spirituality. Anther role of Hajj is to create a platform for Muslims around the world to get to know each other. Professor Morteza Motahhari, as an Islamic thinker, believes that Hajj pilgrimage has great potentials for creating spirituality among Muslim societies. There is an international place (Kaaba) that belongs to all the believers of the world and also the same religious identity of the pilgrims of this holy house and some of the practices of this pilgrimage have the capacity to create real unity among Muslims. This research tries to study the role and position of Hajj pilgrimage in Professor Morteza Motahhari's thoughts by descriptive-analytical method and review the capacities of Hajj pilgrimage in creating spirituality from the perspective of Professor Morteza Motahhari.

Nowadays, when excessive attention to the material issues and the homogeneity of societies does not meet the rebellious and human spirit, and amid successive runs, it seems that man is looking for a destination other than bread and shelter, a higher excuse to survive. The need to discover the truth and meaning of existence compels man to glorify his immaterial and spiritual dimension by seeking the path of cognition. Understanding spirituality and its history is a significant concept worth exploring from a social and personal perspective. This research was done using the qualitative grounded theory method to present the idea of spirituality in tourism, relying on Eastern philosophy and international codes of ethics, and performing different techniques such as studying various texts and using the expert’s opinion. The results of this research can be interpreted in such a way that the individual  dimension includes: internal and mystical connection, human interaction in the universe and superior power, guiding principles in understanding truth and meaning of life, and social dimension including each person's cognitive system and its impact on man's attitude and perceptions of his life and behaviors, determining the tolerable capacity of the environment and environmental assessment, protection of cultural identity and indigenous subcultures. Recognition and perception of spirituality in tourism express spirituality, which is done by emphasizing self-creation and action related to the Creator of the world.  

Today, different customer’s willingness to pay alongside the maturity of data analytics has made it possible to offer segmented prices and gain maximum consumer surplus. Price segmentation is defined as a strategy in which prices are free to adjust based on the "fences" of time of purchase, place of purchase, customer characteristics, product characteristics, etc. Since strategic pricing policies are not practically possible for every single customer, each of them falls into one section. Price segmentation is based on key concepts such as "willingness to pay" and "consumer surplus". However, it also causes "price unfairness perception". Since such feeling is triggered when people compare their deal to another’s, approaches to "make difference in transactions" would be helpful. This study aims to investigate the perceived fairness in three price segmentation methods. The present research is practical in terms of purpose and is descriptive survey research in terms of research method. The statistical population of the research is 384 customers of Tehran's online stores. Data collection was done by questionnaire and data analysis by one-way analysis of variance and least significant difference method using SPSS software. Cronbach's alpha was used to assess the validity of the questionnaires. Findings indicate that the method based on "customer characteristics", has the least level of perceived fairness.  The "product bundle" method has increased perceived fairness, but not much, and price segmentation based on "product features" results in the highest perceived fairness.