درخت حوزه‌های تخصصی

Due to the undeniable role of tourism in the development process of the country, managers of the tourism industry are always faced with the challenge of attracting tourists and gaining their satisfaction and loyalty. The image of the destination is one of the components that has a great impact on the tourist's decision and the behavioral consequences of his trip. The purpose of this study was to investigate the effect of cultural events and mental conflict on the image and the intention to visit the destination among tourists in Sarab-e Meymeh. The statistical population of this study consisted of tourists in Sarab-e Meymeh township of Dehloran City in the spring of 1398, which due to the unknown of the number of tourists in the region, the sample size was selected 385 people, which is the highest sample size. The present study is operational in terms of purpose and with a survey nature of correlation is based on structural equations. The required data was collected using a questionnaire tool. The questionnaire was acceptable in terms of validity and reliability. The results of data analysis using structural equation method with Smart Pls software showed that cultural events and mental conflicts have a positive and significant effect on the image and intention for visiting the destination among tourists in Sarab Meymeh. In fact, a good general image and the intention for visiting again the Sarab-e Meymeh township requires attention to the brand of the event, structural components, cultural events, brand of the place, tourist mental engagement, general image, cognitive image and emotional image of the destination. Tourism managers and marketers must pay special attention to these fundamental and important factors.

Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives.  One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.