درخت حوزه‌های تخصصی

Purpose- The present study has two major purposes; the first of which is the identification of the key propellants in the essence of the brand of target tourism villages of Saman County in Chahar Mahal and Bakhtiari Province, and the second purpose is prioritizing of the effective key propellants in the essence of the brand of target tourism villages of Saman County in Chahar Mahal and Bakhtiari Province. Design/methodology/approach- This study is an applied one, and data are collected using a descriptive-survey method. To collect data, three types of questionnaires have been used for three groups of the local community, visitors, and experts. According to Morgan table, the sample size of the visitors and the local community are 384 samples, and 365 examples, respectively, and the sample size of the experts, with Delphi technique, was 25. To analyze the samples, one-sample T-test and Mann-Whitney U-Test using SPSS software and structural analysis (paired squares) using MICMAC software were used. Findings: The results of this research showed that the most effective key propellants in the essence of the brand of target tourism villages of Saman County in priority order are, 1. gardens, 2. water-based tourism, 3. place attachment, 4. plants and animals species, 5. the opportunity for relaxing, 6. beautiful landscapes, 7. rural accommodations. Research Limitations/Implications: The high cost of the research and the required time to fill out the questionnaires, with regard to the extent of the study area, were among the main challenges facing the present study. Originality/Value: The present study is looking for a model and method for making a sustainable brand that not only give identity to the local community but also it is attractive to tourists and fulfills experts’ views. So, the present model has the mentioned features.

Tourist destinations are selected by tourists based on various factors. One of the most important factors is tourist destination security. The study aims to investigate the role of security in the development of rural tourism. The methodology is descriptive-analytical. The statistical population includes 194 tourists from eight villages of Torqabeh and Shandiz County, which selected through the Cochran formula. A survey containing Likert- type scales were used for data collection. The reliability of the questionnaire was measured through Cronbach Alpha, which is acceptable. The collected data were analyzed using SPSS and Pearson Correlation test, One Sample T-test and Linear Regression, and VIKOR model. The results indicate that the security variable has a strong direct relationship with the tourism development variable (Coefficient = 0.713). In other words, security positively influences rural tourism development. In addition, the results of VIKOR model reveals that there is a different level of security for tourists in 8 tourist villages of the region; Jaghargh, Kang, and Abardeh villages are in good condition, but Noqondar, Anbaran, and Zoshk villages are at lower level in terms of tourism security and Zoshk village is at the lowest level in terms of tourism security that for the development of tourism in these villages should be considered by the authorities.