Tourism

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.

The purpose of this study is to investigate the factors affecting sport tourism marketing mix. The research method was descriptive – correlation and the statistical sample consisted of 265 sport tourists attended at Azadi stadium in Tehran for watching a football game between Esteghlal and Persepolis that were selected through clustering technique. The research instrument was a questionnaire developed by Shonk (2006). The face and content validity was approved by sport management experts and the reliability was verified by Cronbach’s alpha (α=0/89). The SPSS16 was used for description of variables, and LISREL software was used for conducting Confirmatory Factor Analysis. The result showed that “product” had the most effect on sport tourism marketing mix. “Physical evidences” was the next important variable influencing sport tourism marketing mix. Moreover, “promotion”, “people”, “process”, “price”, and “place” had significant effects on sport tourism marketing mix. According to the results it can be concluded that according to sport tourists’ view point, “product” and “physical evidences” had more importance. Product includes quality of sport contests and its’ related components, and physical evidence refers to the quality of sport stadium and its’ related factors. Also, other variables such as promotion, people, process, price and place had significant effect on the sport tourism marketing mix that should be taken in granted in sport tourism management context.

The main purpose of this study was to investigate the role of sports tourism development in job creation. The study was a descriptive survey study conducted in the field. The research population consisted of professors and graduate students studying sports management, entrepreneurship, and tourism at Tehran universities. The research samples were selected through a convenience sampling approach, and finally, 190 people completed the questionnaires. The instrument used in this research was adopted from library studies and literature reviews as well as interviews with five experts. This questionnaire has 10 items for the tourism development component, three items for the direct job creation component, and three items for the indirect job creation component. The face and content validity of the final questionnaire was confirmed by eight professors of sports management, entrepreneurship, and tourism. Convergent and divergent validity and composite reliability were checked and confirmed by the PLS software. Findings indicated that sports tourism had a positive and significant effect on direct job creation and all its dimensions; additionally, sports tourism had a positive and significant effect on indirect job creation and all its dimensions. The study results demonstrate that the development of sports tourism in Iran provides a basis for increasing direct and indirect job creation and permanent, seasonal, and part-time employment.

Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism has been greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process among tourists and provide them with customized and personalized offers. These activities can ultimately lead to enhanced destination brand equity. Purpose: The present study attempts to investigate the impact of social media marketing on consumer-based brand equity components for tourism destinations. Method: The sample of the study totaled 149 visitors from Isfahan. Online questionnaires and convenience sampling methods were used to collect data research. The research hypotheses were tested using smart PLS software. Results: The results showed that there is a statistically positive and significant impact of social media marketing on destination brand awareness, destination brand image, destination brand quality, and destination brand loyalty. Conclusion: As the results show, social media marketing is an effective marketing tool to improve tourism marketing that in turn can enhance destination brand equity. These results are beneficial for tourism destination marketers and managers. Social media marketing as a prominent marketing tool can strengthen destination brand equity and potentially influence tourists’ behavior

The impact of social media and cyberspace in promoting tourism destinations, especially when businesses are heavily affected by management Information system (MIS), is undeniable. The primary purpose of this study is to investigate the effect of Virtual reality (VR) alongside Social Media Marketing Activities (SMMAs) through the state flow, subjective well-being, and continued use in future visits. Data were collected from a total number of 384 visitors through a non-probability convenience sampling method. In this study, the use of SMMAs in the context of MIS has been investigated. The results showed that VR and MIS are essential digital marketing instruments. Also, VR under the action of MIS play an essential role in revisiting tourist destinations.

Fine arts can be considered the most precious and original cultural manifestations of nations. Today, the attractiveness and function of these arts in the tourism industry are considered an obvious matter. It is estimated that the cultural tourism market size is about 40% of the total international tourist arrivals. It is expected to grow more in the following years. Cultural tourism during its development has found several sub-branches, among which music tourism is very important. In this practical-developmental study, the coordinates and capacities of Iranian music were investigated and explained from the viewpoint of music tourism using a descriptive-analytical method to recognize and introduce the valuable features and capabilities of Iranian music from other well-known kinds of music in the world. According to the findings, ten titles were introduced as coordinates of Iranian music in music tourism, various traditional Iranian musical instruments and forms, the variety of regional music, the variety and plurality of Iranian musical instruments, the Iranian vocal forms, and their connection with Iranian poetry and literature, mystical dimensions of Iranian music, improvisation, the variety of Iranian dances related to types of music, music therapy music traditional ceremonies, ability to combine Iranian music with other types of music and traditional instruments. Obviously, the results of this research can be useful for researchers and activists, as well as the country’s future policies in the field of tourism, to pay attention, emphasize, and invest as much as possible in the capabilities of such a unique national heritage.

Tourism covers all the visitor's activity from the beginning to the end of the trip. It is a journey made for business, experience, relaxation, pleasure and learning. This trip can be rooted in the beliefs and culture of the tourist and based his values. In this case, tourism activities can change the worldview by increasing the tourist's knowledege of visiting nature and heritage. According to most psychologists, not paying attention to mental needs endangers the physical health of community members. Strengthening the positive spiritual dimensions by traveling to religious and pilgrimage sites can mainly meet these significant human needs. The present research is based on descriptive study and library documents. The purpose is to describe the relationship between tourism, religion and spirituality. The results of this study show tourism could be based on the divine worldview. It can also be associated with spirituality and the acquisition of morality and lessons. Based on this, it can be said that tourism activity is based on spirituality. 

The purpose of this research is to investigate the factors affecting Iran’s tourism industry with a sustainable development approach.  The statistical population in the qualitative research includes experts and specialists in the tourism organization and professors with proficiency in the field of tourism, and the quantitative research comprises the experts of tourism development in the tourism organizations of Iran. The sampling methods in the qualitative and quantitative studies are purposeful and random stratified, respectively. The method of data collection in this research is based on library studies, a review of relevant texts and literature, and field-based and data collection is performed through interviews and questionnaires. Non-probability purposive sampling was applied to select the interviewees, and during this process, experts were tried to have practical experience in addition to theoretical knowledge. The results of the research demonstrate that based on the Dalala technique, the institutional criterion is the most effective and the sustainable human resources index has a very high level of effectiveness, and the criteria of sustainable human resources have the most interactions with other criteria studied. Furthermore, based on the structural equation technique, it was determined that all the identified factors have a significant impact on the development of the tourism industry.

The tourism industry, as the largest and most diverse industry in the contemporary world, has become the primary source of income for many countries. like any other activity, it has many positive and negative effects. Maximize the positive effects to get the maximum benefit. In the meantime, the indiscriminate development of tourism in the 1970s and 1980s, was carried out without regard to the principles of sustainability and respect for the environment (both natural and human), led to tourism policymakers at the local, national, and international levels. They seek to find solutions to reduce the adverse effects of tourism. Therefore, a code of conduct or organization for tourism communities should be achieved so that codes can be modified and oblige people to comply with them. Moreover this caused the World Tourism Organization, the most significant international tourism organization in the world, to put the development of tourism ethics codes on its agenda.

Computers as innovative technological tools provides numerous advantages in the context of education and learning, particularly in regards to the acquisition of the English language. Nevertheless, the computerized corpus-based method has not attained widespread usage for instructing English specifically within the field of tourism. The present study aspired to scrutinize whether the students who underwent instructions via this method show a superior ability in expanding their English vocabulary for tourism and hospitality in comparison to those who were not subjected to such a method. The present study employed an experimental research methodology. A cohort of 52 students specializing in Tourism and Hospitality was allocated into two classes. The adoption of a computerized corpus-based method was observed. The results of the t-test indicated that the utilization of the experimental methodology did not yield noteworthy outcomes regarding its effectiveness in aiding students in developing their English vocabulary of the tourism in comparison to those who were not exposed to this method. The process was deemed to be time-intensive that necessitated considerable exertion in comprehending the corpus data owing to the presence of numerous unfamiliar terminologies evident in the authentic texts. Notwithstanding, the students generally demonstrated a favorable disposition towards this method.

Geological tourism is a basic supporting element and an essential format in the development of the tourism industry; It is also the development of domestic tourism of the more systematic and mature and has been widely accepted by tourists and a favorite product type; To all kinds of geological parks or geological scenic spots as the representative of the geological tourism has made rapid development, Also face the bottleneck of their development; To explore a variety of Geological tourism innovative development model, for the future of geological tourism has a positive exploration of value and practical significance. Also, if we can understand Geo-tourism as a touristic, not academic, activity and make a real effort to make Geology an attractive issue related to explanation of beauty of the landscape and with disentangling the mysteries of life and earth, far from the complexity of scientific concepts and geological processes, we shall be ready to make Geology an interesting subject for tourists. If we are conscious that, when talking about Geo-tourism and its touristic components, besides Geology, we are speaking about accommodation and eating facilities, the quality of accesses and services, and the excellence and attraction of merchandising products, we shall be able to make Geo-tourism equally attractive as other classical modalities of tourism. On the contrary, if we identify Geo-tourism with the teaching of Geology or with explaining Geology to groups, we will focus on a separate matter that may be interesting for some visitors.

Purpose: Brand development in tourism of natural places can play a vital and effective role in attracting tourists. Therefore, the aim of this study was to investigate a structural equation modeling of brand development in tourism of natural places. Methodology: This study was applied in terms of its objective and quantitative in its approach. The research population consisted of employees of organizations and cultural heritage institutions in Tehran city (1,200 individuals). The sample size was determined as 384 individuals using the Krejcie and Morgan table, and they were selected through multi-stage cluster sampling. The research instrument was a researcher-made questionnaire on brand development in tourism of natural places with 23 items, whose content validity was confirmed by 20 experts, and its reliability was calculated using Cronbach's alpha as 0.82. Data were analyzed using exploratory factor analysis and structural equation modeling in software such as SPSS and LISREL. Findings: Seven factors were identified: place value, communications and information, tourist facilities and services, physical factor, awareness of the tourism destination brand, attachment to the place, and contextual conditions. All of them had factor loadings exceeding 0.60, the extracted variances were all over 0.70, and the Cronbach's alpha for all of them was higher than 0.80. Furthermore, the model of brand development in tourism of natural places had a good fit, and brand development in tourism of natural places had a positive and significant impact on all seven mentioned factors (p < 0.05). Conclusion: Based on the results of this study, to attract tourists, conditions can be provided for the realization of place value, communications and information, tourist facilities and services, physical factor, awareness of the tourism destination brand, attachment to the place, and contextual conditions.

Light and lighting encompass different dimensions of urban life, thus the harmony and coordination of this process with environment and urban space is of great importance. Due to the importance of mental patterns in urban planning, present article analyzes the relation between mental dimensions of lighting and the spatial improvement of Tehran metropolis. The present article is developmental and applied in objectives and uses a descriptive-analytic method. At the same time, it takes advantage of statistical techniques such as factor analysis, correlation, t test and regression. The investigations indicate that lighting influences 3 different parameters, tourism, safety, attractiveness of the environment. Undoubtedly, the quality of urban lighting is considered to be especially important in attracting citizens to these textures. Therefore, it is necessary to improve lighting quality in the process of designing our urban textures. Findings show that the residents of the case study area have a low level of satisfaction regarding the quality of lighting.

Rural tourism is considered as one of the important parts of the economic activities. This important economic activity in the different views has been taken into consideration. Some know it as a part of the tourism market and some consider it as a policy for rural development. Rural tourism quickly grew in the rural economic and has been the complementary of agricultural activities. The nature of the tourism industry is, create employment, income, diversification, economic, increase of cultural level, community participation and use of local resources. Development of tourism in rural areas, in addition to diversifying the economy and developing its infrastructure, can be a step towards sustainable development in rural areas and social justice by creating jobs, and reverse migration. In general, supporting the village pristine tourist areas and rural tourism, cause to create different and good employment opportunities, increase of national income, the promotion of social welfare and the development of sustainable tourism in rural areas. Rural tourism through influence and effect on all aspects of rural life, leads to grow them both in terms of economic and socio-cultural. This study investigates the efficacy of wooden cottages in attraction of tourism in the city of Masal. A tourism model that has been used in this study, is taking advantage of Gibz- Martin method, the obtained results of the regression analysis of this study indicate that among the several factors of tourism attraction in this region, wooden cottages are known as one of the best resorts of tourism attraction. Studies are conducted in four villages of Masal that Hoome village with 200 wooden cottages and 5000 tourism with amount of 0.85 has the maximum amount of tourism in the region and also wooden cottages are known as a way to attract tourism in the region.

Sports tourism is one of the types of tourism that has an increasing growth in the tourism industry. Its effects are evident in all dimensions and fields, and there is a need to explain the role of this type of tourism on promoting the culture and ethics of the host society. Therefore, the main goal of this research is to investigate the role of sports tourism on promoting the culture and ethics of the host society, which is done using a mixed method. In the first stage, semi-structured interviews were conducted using the qualitative method of the focus group of 15 experts who were selected by the purposive sampling method. In the second stage, 27 experts were identified using stratified sampling. Through the tool of the questionnaire, they expressed their opinions regarding the extracted components and indicators. According to the research findings, 32 key codes, 14 integrative codes and 4 overarching codes were obtained through coding by King and Harrocks method. In the quantitative stage, all the experts approved the extracted components and indicators. According to the results, sports tourism has a fundamental role in promoting the culture and ethics of the host society and this role is through components such as "developing and promoting positive and useful values in the host society; cultural and moral empowerment of tourists and the host society; promotion of participation and ethical cooperation; developing and promoting a culture of altruism and empathy" was approved. These cases can not only bring positive and extensive communication fields to the host society, but they are also able to be effective in creating social capital in the host society.

Given that identity and wisdom are considered fundamental criteria for sustainability and vitality, incorporating these two elements into the physical structure of a neighbourhood is essential for creating a stable and thriving community. The aim of this research is to examine the role of identity components and wisdom indicators in the architecture of historical neighbourhoods in fostering community vitality. The research method employed in this article is descriptive-analytical, relying on library studies and field observations. Spiritual principles and cultural beliefs form the backbone of a valuable and dynamic architecture. On the other hand, every constructed space serves as an expression of the type of cognition and design assumptions. Cultural foundations provide the basis for shaping space, and the constructive spirituality and characteristics of the built environment depict the essential elements shaping spiritual concepts in the material form of architectural spaces. In architectural wisdom, symbolism plays a more active role in terms of functionality, and the symbolic execution has a greater impact on the efficiency of architectural structures. What this article discusses and investigates are components such as decorations, proportions, unity, appropriate functions in desirable urban land uses, city colour, and geometry in shaping spaces. The unity among the wisdom indicators in the Hasanabad neighbourhood has resulted in residents still experiencing a sense of vitality, emotional connection, and tranquillity in their lives many years after the formation of this neighbourhood.

Purpose- The purpose of this research is to identify and analyze the obstacles of developing tourism entrepreneurship among rural women in Oraman District of Sarvabad County, considered as one of the important poles of rural tourism in the country.Design/Method/Approach- This study is applied in terms of purpose; descriptive-analytical in terms of method, and mixed in terms of data gathering as a combination of two methods namely documentary (library) and survey based on observation, interview and questionnaire. The statistical population of this research includes rural women of Oraman District, and key informative and experts in rural development. The sample size was 97 samples among rural women occupying in the field of rural tourism in Oraman District and 50 ones of key informative and experts in rural development selected by snowball sampling method.Findings- The data analysis employing inferential statistics (chi-square, one-sample t-test and correlation) showed that, legal obstacles and weakness in policy making and planning with a mean score of 4.96, weakness in tourism infrastructure, services and facilities with a mean score of 4.53 and social and cultural obstacles with a mean score of 4.48 have higher priority, respectively whereas financial obstacles have the lowest calculated mean score (3.78) among the studied indicators. Also, the results of the correlation test revealed that rural women with a better and more favorable situation in terms of personality and background, i.e. with a higher education level and occupying in the field of rural tourism and more purposeful in life, have more tendency to enter the field of rural tourism and entrepreneurship. In addition, there is a negative relationship between the desirability of personality and background variables with the effect of identified obstacles on women entrepreneurship, which means that the better the personality and background variables are, the less the effect of the identified obstacles on women's entry into the field of tourism and entrepreneurship and innovation.Practical implications- The government as well as government institutions responsible for development in the area should first improve the tourism development environment in the studied rural areas and provide the conditions for the development of rural tourism in the area and prevent the region from moving towards stagnation in tourism, and then in the next stage entering more women into the field of tourism, make an attempt to direct them towards entrepreneurial activities.Original/value- There are many obstacles in front of rural women in the direction of turning to entrepreneurial activities in the field of rural tourism. Obviating these obstacles, firstly, requires identifying them and then applicable planning pertinent to each obstacle.