International journal of Tourism, Culture and Spirituality

December is a period of fun and excitement so that many people look forward to it. However, are these excitements and fun inclusive of every member of society? This study investigates the inclusivity of Detty December festivities for people with disabilities in Nigeria, focusing on the practical and legislative aspects of accessibility. Despite the existence of protective legislation like the Discrimination against Persons with Disabilities (Prohibition) Act (DAPWDA), the experiences of people with disabilities during these celebrations remain largely unexamined. Through a survey of 42 participants with various disabilities, we explore the barriers to participation, the adequacy of current accessibility measures, and the implementation of inclusive practices during Detty December events. Findings reveal a significant gap between legal mandates and actual practice, with many respondents experiencing mediocre to terrible event experiences due to physical inaccessibility, lack of informational accommodations, and insufficient staff training in disability assistance. The study highlights the need for strategic improvements in venue selection, event planning, and staff education to ensure compliance with the law and that Detty December is a celebration accessible to all. Recommendations include improved signage, pre-event distribution of materials in multiple formats, mandatory disability awareness training for staff, and personalised service adjustments to meet individual needs. This study calls for a proactive approach in event management to ensure an inclusive festive environment where everyone can partake in the cultural celebration without barriers.

The rise of nature-based travel and ecotourism has brought both intentional and unintentional environmental harm, raising concerns about sustainable practices. This study examines how tourists' prior experiences with nature influence their mental well-being, connection to nature, and adoption of responsible environmental behaviors. Focusing on Iran, a country with rich natural and cultural resources, the research explores mechanisms to promote sustainable ecotourism development. Using a descriptive-survey methodology, data were collected from Iranian ecotourists via questionnaires and analyzed using SPSS and AMOS software. The findings reveal significant relationships: connection to nature positively impacts responsible environmental behavior, as does mental well-being. Prior ecotourism experiences significantly enhance both connection to nature and mental well-being. Mediation analysis shows that the frequency of ecotourism experiences indirectly influences responsible environmental behavior through mental well-being and connection to nature, with no direct significant effect. These results underscore the importance of fostering emotional and psychological ties to nature to encourage sustainable tourism practices. The study highlights the potential for ecotourism to contribute to environmental conservation by enhancing tourists' well-being and ecological awareness, offering valuable insights for sustainable planning in ecotourism destinations.

Karbala city is destination of millions of pilgrims from all over the world every year. Therefore, this research has assessed strategies for developing religious tourism in Karbala city, with an emphasis on improving the pilgrims' experience and exploiting the economic and social capacities of this city. First, indicators related to religious tourism infrastructure were identified, and then their impact on the pilgrims' experience was analyzed using statistical methods. Data collection tool is a researcher-made questionnaire, which was used to examine its validity from the specialists and experts in quantitative and relative content validity coefficient, and to examine its reliability, was used Cronbach's alpha. The statistical sample includes two groups, 19 people in the qualitative section and 550 people in the quantitative section, selected using convenience sampling. Data analysis includes initial coding, classification, extraction of indicators and variables, descriptive and inferential statistics such as one sample t-test, analysis of variance, Pearson correlation, and linear regression. Results showed residence index with the maximum mean and minimum dispersion indicates the its importance and diversity for pilgrims. The recreational and commercial services index with the lowest mean showed less importance. Correlation results indicate a positive and significant relationship between the attraction index and other indicators at the 0.001 level, which shows that as tourist attractions are strengthened, other services and infrastructure are equally effective in improving the pilgrims' experience. Results of compare means between pilgrims and local residents showed in the catering service and residence indexes, mean of rank pilgrims (253.21 and 254.49) are higher than local residents (239.65 and 234.55) at a significance level of 0.398 and 0.215, respectively. As a result, improving tourism infrastructure, accessibility and improving the quality of recreational and medical services can lead to increased pilgrim satisfaction.

Due to technological advances and existence of limitations in modern life, there has been a demand for new ways of tourism. In this regard, the present study aimed to model the factors affecting smart governance for managing cultural heritage tourism destinations. This study was of an interpretive, applied, quantitative, field-library and survey type. The statistical population was all activists, experts, managers and employees of tourism organizations in East Azerbaijan province and according to the results of the GPower software and using the criterion-based purposive method, 166 people were selected as a sample. The research tool was a researcher-made questionnaire that was obtained from the qualitative findings section of the study. In addition to the descriptive section, structural equation modeling was used to analyze the data and all analyses were performed in SPSS version 23 and SmartPLS version 3.1.1 software at a significance level of 0.05. The research results showed that the research model has a good fit and that the need for development, the need for accountability, smart features, culture, specialized factors and lifestyle has a positive and significant effect, and economic factors, political factors and government factors have a negative and significant effect on the smart governance of cultural tourism destinations in East Azerbaijan province. Managers and officials should think about developing and promoting positive and driving factors and eliminating negative and inhibiting economic, political and governmental problems.

Cultural marketing is considered one of the most effective strategies for introducing and strengthening local identities in the context of globalization. Among various cultural elements, food holds a distinctive position as both a part of tangible culture and an element of intangible heritage. It can convey the values, narratives, and lifestyles of a region in an accessible and experiential way. This study examines the role of traditional culinary practices and local dish names in the cultural marketing of Guilan Province, Northern Iran. A mixed-method approach (qualitative and quantitative) was used. In the qualitative phase, data were collected through semi-structured interviews with 24 participants, including local chefs, cultural heritage experts, and organizers of culinary tourism tours. Thematic Content Analysis was applied to interpret the interviews. In the quantitative phase, a researcher-designed questionnaire was administered to 306 incoming tourists who had experienced local food in the province. Their responses were analyzed statistically. The findings indicate that Guilan's traditional foods reflect the region’s climate, history, language, rituals, and indigenous beliefs. Through the diversity of ingredients, unique cooking methods, and culturally rooted names, these foods have strong cultural appeal. Statistical analysis also revealed significant and positive relationships between tourists’ demographic, psychological, and motivational characteristics and their willingness to consume local foods and engage in culinary tourism Additionally, factors such as the diversity of dish names and preparation styles, the hospitality culture, health-related aspects of local food, and promotional activities were found to significantly influence demand and enhance the culinary tourism experience. Overall, the study emphasizes that the deliberate integration of food culture into tourism policies—especially by leveraging its symbolic and narrative dimensions—can strengthen destination branding and contribute to the sustainable economic and cultural development of local communities.

Pilgrimage denotes a profound spiritual journey that cultivates personal transformation, resilience, and psychological well-being. Previous studies have explored the psychological effects of pilgrimage. However, the specific mechanisms through which these spiritual experiences foster enduring happiness still remain underexplored. This study aims to investigate how spiritual well-being enhances the joy of pilgrimage through the lens of eudaimonic well-being, drawing on the self-determination theory (SDT) and the principles of eudaimonic psychology. The study argues that spiritual well-being acts as a fundamental resource, enabling pilgrims to navigate various challenges on their journey ( e.g. , physical hardship and introspection), achieve self-actualisation, and ultimately experience deep existential satisfaction. Structural equation modelling (SEM) was employed to survey 152 Arbaeen pilgrims. The results indicated that spiritual well-being significantly influenced eudaimonic well-being, which in turn enhanced the joy derived from pilgrimage. The findings suggested that fulfilment associated with pilgrimage was not merely a fleeting emotional response but a deeply rooted psychological state arising from personal transformation, meaning-making, and spiritual elevation. This study contributes to the literature on religious tourism, positive psychology, and spirituality by highlighting the transformative power of pilgrimage as a pathway to human flourishing. It also provides both theoretical and practical frameworks for researchers, policymakers, and mental health practitioners seeking to understand and promote the psychological benefits of spiritual experiences.

Pro-Poor Tourism (PPT) shifts the focus of tourism development by centering poverty alleviation within inclusive growth, empowerment, and sustainability, aiming to generate economic opportunities, enhancing skills, and uplifting marginalized communities, particularly in rural and underserved areas. This study evaluates PPT's effectiveness using a mixed-methods approach, combining a literature review with empirical data collected from Ameri neighborhood in Ahwaz city, Iran. Drawing on global PPT frameworks, the research identifies and assesses four key criteria: Economic Benefits, Social/Governance, Social/ Cultural, and Environmental Sustainability. Using the Analytic Hierarchy Process (AHP), Technical experts prioritized Economic Benefits as the most critical criterion, emphasizing on Income Generation and Employment Opportunities. This aligns with literature highlighting economic empowerment’s role in poverty alleviation. However, local community responses indicated only moderate alignment with expert priorities, suggesting a potential gap between expert models and community needs. In contrast, local residents prioritized Governance Structures and Stakeholder Engagement, indicating the importance of participatory governance. They also rated Sustainable Resource Use and Eco-Friendly Practices highly, although receiving less emphasis from experts. Notable discrepancies emerged in perceptions regarding Community Well-Being, Social Equity, and Cultural Preservation, with significant variation among local responses, indicating uncertainty or dissatisfaction in these aspects. The findings supports a multidimensional PPT approach that balances economic gains with inclusive governance, cultural values, and environmental stewardship. By aligning expert insights with local realities, this study provides practical guidance for achieving equitable and sustainable tourism development, especially in ecologically and culturally sensitive regions like Ameri.

In a complex geopolitical context, Iran utilizes its rich spiritual and cultural heritage as a fundamental element of its tourism strategy to convey a sophisticated national identity. This research utilizes a qualitative thematic analysis based on Braun and Clarke’s six-step framework, analyzing official promotional materials, academic literature, and content generated by tourists to reveal the prevailing narratives that influence Iran's destination image. The analysis identifies a complex identity systematically built upon four narrative foundations: (1) sacred pilgrimage, which includes Shia, Sufi, and Zoroastrian spiritual journeys; (2) the grandeur of ancient empires, highlighting Achaemenid glory and Silk Road resilience; (3) the artistic soul of prominent cultural cities, notably Isfahan and Shiraz; and (4) the lived experiential aspect of deep hospitality, represented by the practice of Taarof. A key finding is the intentional balancing of Iran's pre-Islamic Persian heritage with its modern Islamic identity, resulting in a unified narrative of a persistent and resilient civilization. These narratives function as critical tools of "soft power," enabling Iran to actively counter singular, often negative, international perceptions. This study presents a framework for analyzing the use of narrative in navigating a contested geopolitical landscape and identifies a critical vulnerability: the strategy's reliance on the preservation of fragile heritage assets. This research offers significant insights for scholars and practitioners, highlighting essential aspects of destination marketing and cultural diplomacy. It illustrates the complex interactions among heritage, spirituality, tourism, and geopolitics in a nation seeking to reshape its global image.

The transmission of cultural knowledge plays a pivotal role in preserving cultural identity and promoting the sustainable development of heritage tourism. However, this form of knowledge is primarily tacit and transferred informally across generations, which makes its preservation increasingly challenging, particularly in light of the sudden retirement of experienced experts and the consequent loss of invaluable expertise. This study examines phased retirement as an innovative managerial strategy to facilitate cultural knowledge transfer. Grounded in Nonaka and Takeuchi’s SECI model, which conceptualises knowledge transfer through the stages of socialisation, externalisation, combination, and internalisation, the research employed a descriptive-analytical design using document analysis, field investigations, and a researcher-designed questionnaire. A total of 220 tourism industry professionals participated, and data were analysed with SPSS and Smart PLS, employing AVE, Fornell-Larcker, factor loadings, Cronbach’s alpha, and structural equation modelling. The findings reveal that phased retirement enhances cultural knowledge transfer by fostering intergenerational interaction, facilitating documentation, and strengthening the competencies of younger employees. The study recommends that tourism managers and policymakers adopt phased retirement strategies to improve cultural sustainability and enhance the quality of heritage tourism services.

This article presents a systematic conceptual model to elucidate the role of cultural diplomacy and news media in the development and branding of cultural tourism destinations. The proposed model is built on four key components: cultural diplomacy as a strategic foundation, news media as an interactive medium, message framing, and cultural tourism destination branding. Using a documentary research method, the article extracts and explains the model’s key components and relationships, emphasizing its unique contribution by treating news media as an independent and equal partner to cultural diplomacy. This approach highlights the active role of media and the critical importance of message framing as a connecting mechanism between cultural policy and brand image. Ultimately, the process leads to the creation and reinforcement of a cultural tourism destination brand, which can enhance a destination’s international standing and foster sustainable cultural tourism development. The model provides a scientific and practical framework for policymakers and tourism stakeholders, addressing the existing gap in presenting integrated conceptual models that systematically incorporate the role of news media in this context.

this study seeks to propose a cultural marketing model based on the cultural characteristics of the tourism destination of Shiraz. The research was conducted using a qualitative research method as well as semi-structured interviews with tourism and marketing specialists. Based on the rational approach of theoretical and judgmental sampling, 16 participants were sampled until theoretical saturation was reached. Based on the findings, the cultural marketing model was divided into 20 sub-themes, such as; valuing the cultural experience, engaging the local community with conservation, the government's role, friendly communication between host and guest, transforming the tourism approach, revitalizing culture, national pitifulness, media, technology, supplying infrastructure and cultural background, destination features, residents and destination management, the destination community's awareness and education, cultural identity, the tourist's influence on the host, the tourist's behavior in the destination, the foreign tourist's influence, the human role, friendly interactions between guests and hosts, cultural products of tourism, the production and representation of cultural products and 4 primary classifications such as; product, destination, communication, along with procedures. There are many effects and consequences associated with tourism development. Tourism development and the management of its diverse cultural impacts and consequences can be enhanced with the use of cultural marketing, taking into consideration the destinations' cultural capacities. The pursuit of cultural marketing with the aim of creating jobs and income for the residents of the destination can contribute to the re-establishment of national and cultural identity, the conservation of cultural heritage, and the protection of its authenticity

This study investigates the mediating role of mobile application satisfaction in the relationship between positive intercultural encounters, cultural intelligence, and tourist experience. It addresses a critical gap in understanding how digital tools facilitate meaningful cross-cultural engagement within tourism contexts. This applied, descriptive-analytical research was conducted among 371 tourists visiting Yazd Province, selected through simple random sampling. Validity was confirmed through convergent and discriminant validity assessments, and reliability was established via Cronbach's alpha and composite reliability. Multivariate normality was confirmed. Subsequently, the hypothesized relationships were examined using SEM in Amos24, employing the robust Maximum Likelihood (MLR) estimation method to ensure robust parameter estimates. Results indicate that while the direct effects between intercultural encounters and cultural intelligence and tourist experience were nonsignificant, significant indirect effects emerged through mobile app satisfaction. Intercultural encounters positively predicted app satisfaction, which in turn enhanced cultural intelligence and tourist experience.  Bootstrapping confirmed significant mediation for cultural intelligence and tourist experience.  Mobile applications serve as pivotal conduits for transforming intercultural interactions into enhanced cultural competence and enriched travel experiences. These findings underscore the importance of digital infrastructure in modern tourism management and offer practical implications for experience design.