نشریه برنامه ریزی و توسعه گردشگری
پیاپی 11 (زمستان 1393)

Urban sprawl leads to increased physical and psychological problems of human beings in the world. This has resulted in significant growth in wellness tourism industry (Mullholland, 2005) especially spa tourism. Although in recent decades, the globe is currently embraced in a boom of spa tourism, arguably, this is one of the oldest forms of tourism especially in Rome and Greece (Stevens & Associates, 2008) and Iran (Moshiri & Fathallahi, 2009). Spa tourism is the trip to spa destination for relaxation or healing of the body using mainly hot spring (Smith & Puczkó, 2011). Hot spring is a spring of naturally hot water that is its temperature is at least 5°C or 6°C higher than its environment temperature (Moshiri & Fathollahi, 2009). Hot spring industry is in the early stages of growth (Cohen & Bodeker, 2008). Iran, with its numerous hot springs, has an opportunity for growing this industry (Ebrahimzade, 2007). Many of these springs located in rural areas that require planning for optimal utilization and provide jobs for residents of rural areas. In the first step, identifying the pattern of development of spa tourism in rural areas is needed. Village with hot spring as the tourism destination itself is comprised of numerous parts including attractions, facilities, infrastructure, transportation, and hospitality (Mill & Morrison, 1985). Each part is dependent upon the others for attracting, servicing, and satisfying the tourists. The spa destination is the result of the combined activities of all its component parts. Successful spa destination development therefore necessitates all these parts to operate in harmony, providing a value added integrated system (Liu, 1994; Machiavelli, 2001). Therefore, to understand the processes of change in tourism destination, an approach is needed to contain all the internal and external factors. The systems theory was selected for this study. In the framework of tourism system theory, one of the most commonly theories for studying the change and developing process of tourism destination is tourism area life-cycle (Breakey, 2006). Butler by applying product life cycle concept, considered 6 stages for tourism area life-cycle: exploration, involvement, development, consolidation, stagnation (or rejuvenation or decline) (Khademi & Rezvani, 2012). In this study, by accepting this assumption that hot spring industry is in the early stages of growth and using the stages of Butler's life cycle; indigenous model for health tourism development was expressed only in four stages hat were initially defined by their characteristics: 1. Exploration: around the Hot spring there is minimum physical substructure and there are no tourism facilities in the destination. There is no change in hot spring environment influenced by tourism industry. 2. Involvement: the trip to the destination is mainly by road. In addition of all physical substructure and public facilities in the exploration stage, there are separated pools and some market around the hot spring. Accommodation and welfare facilities were developed. And there is a pressure on public sector to provide infrastructure. 3. Development: using of the hot spring is completely planned in the framework of resort buildings with high tourism services and facilities. 4. Consolidation: there are various cure services in this stage and use more new medical technologies than pervious stage. All of services are proficiently provided to tourists. The five indicators of physical facilities, public facilities, health care facilities and services, staffing and location of the site spa, was considered by systematic analysis of spa resorts, hotels and hospitals ranking variables in the world (EHSA, 2014, HowStuffWorks, 2014, INTDA, no date) and Iran (Ghadami et al., 2011; Rouhparvar et al., 2012). The set of five indicators consists of 9, 22, 38 and 13 variables for the stages of exploration, involvement, development, consolidation, respectively. Then, the score of stages and their indicators were determined by applying Delphi method and pair comparing. The score of spa destination will be 100, if it has all of the studied variables. To investigate the development pattern of hot springs, the country was divided into eight geographic areas. More than 20 percent of Hot spring (16 springs) from 66 hot springs identified in villages across the country was selected by cluster sampling. The findings showed that 40 percent of the studied springs are in the exploration stage. Most of these spring located in the South East of the country where there are many hot springs (around 30 percent of total hot spring in Iran). The main reason is; these hot springs are very far from big cities. Also, findings showed that most spa investing is in the North of Iran (having less than 14 percent of total hot springs) cause of being near to Tehran with more than 14 million populations. The other reason is the low distance between cities and villages in that region. The rural destination lifecycle stages in the North West region of Iran are not homogenous. “Mot’alagh Hot Spring” located in Eastern Azerbaijan Province is in consolidation stage because it is near to metropolitan city; Tabriz. There are many hot springs in Ardabil province, despite the high potential, spa destinations are still in the involvement and development stage that one reason for this is; the low distance between the hot springs. Furthermore, Sareyn city, have many hot springs with national reputation, located in Ardabil province. This is leading to a concentration of investments in this city so investing opportunities for other hot springs in restricted. According to the findings is suggested that the feasibility study for the hot springs development in order to coordinate developing of spa tourism in Iran and then plan regionally. In South-East region of Iran, the Government should provide special financial support to attract private investors.

Wellness tourism is a kind of tourism that is related to preserving, healing and reforming the well- being of a person's body and mind. Due to the fact that personal and social pressures are increasing, this kind of tourism has a special place among others. Mazandaran province, with intact nature, graceful weather and a natural Spa, has an important role in wellness tourism. The goal of this research is knowing the motivationally-effective factors that attract tourists to Mazandaran's spa. In this research, the statistical sample consists of 646 of the spa's tourists, 352 of which are from the Ramsar spa and 294 are from the Lavij spa. The method is descriptive survey, and to collect date observations, interviews and questionnaires are used. In this research, motivational factors are searched in two fields, push and pull factors, and in hypothesis, their differences and priority are tested. Findings show meaningful differences between pull factors(3.16) and push factors (2.97). According to the priority of pull and push factors and determining their roles to attract tourists to the spa, there are some suggestions about increasing push and pull at the Ramsar and Lavij spas. Wellness tourism is a kind of tourism that is related to preserving, healing and reforming the well- being of a person's body and mind. Due to the fact that personal and social pressures are increasing, this kind of tourism has a special place among others. Despite the fast expansion and popular demand of health and spa services/activities by both local and international tourists, there is little understanding of the wellness and spa consumers. Mazandaran province, with intact nature, graceful weather and a natural Spa, has an important role in wellness tourism. Hypotheses: Hypothesis 1:There is significant difference between the means of push and pull factors inhot springstourists. Hypothesis 2: There is significant difference between the means of pull factors inhot springstourists. Hypothesis 3: There is significant difference between the means of push factors inhot springstourists. Hypothesis 4:There is significant difference between the means of motivational factors in the Ramsar and Lavij hot springstourists. The goal of this research is knowing the motivational-effective factors that attract tourists to Mazandaran's spa. In this research, the statistical sample consists of 646 of the spa's tourists, 352 of which are from the Ramsar spa and 294 are from the Lavij spa. The research methodology is descriptive survey, and was used interviews and questionnaires to data gathering. motivational factors are classified as push and pull factors. In the hypothesis, their difference and priority have been tested. The push motivations have been seen to be useful in explaining the desire for travel, as they are recognized as the starting point of understanding tourists’ behavior. Pull factors are those that attract people to a specific destination once the decision to travel has been made. The final factors set forth in the present research, questionnaire during the following steps were: 1. the factors identified by azman (2010) questionnaire and Bashar Aref (2010). 2. Information collected through exploratory interviews with the number of tourists. The results of the interviews in the according to factors mentioned in azman (2010) and Bashar Aref (2010), respectively, but given that the pull factors affected the characteristics of their destination, so the results of the interviews to researchers so that they can assist the research questionnaire tools tailored to the desired zone set. Push factors: the need for prestige,Increase communication,Looking for peace of mind,Enhancing social cycles,See various sights,Acquiring knowledge,Cure for diseases. Pull factors: Events and activities,Easy access and convenient,History and culture,In search of a variety, Adventure. in order to test the hypothesis of research and test differences in the factors in each of spa springs, the test was used to compare the means. As well as the Friedman test was used for ranking of push and pull factors. Findings show meaningful differences between pull factors (3.16) and push factors (2.97). By focusing on the priority of pull and push factors and determining their roles to attract tourists to the spa, there are some suggestions about increasing push and pull at the Ramsar and Lavij spas: -Creation of temporary forest huts and camp in a quiet forest area -Yoga courses and life advice -Treatment with Mediterranean fish, the traditional methods -Therapeutic mud baths -Name with the name of the local baths -Holding of festivals (Festival of food, traditional architecture, the traditional display movements). -Construction of artificial forest or city games for children, adolescents and other ages -Launching tours of horse riding, cycling, Motorsports -Jungle trekking

Risk is inherent component of traveler's destination choice. Tourism destinations differ in many aspects: their location, economic condition, cultural and political status and crime. Given these differences, the analysis of destination risk and its dimensions is of substantial interest. This study explores perceived risk dimensions about Iran as a tourism destination using mixed methods of qualitative content analysis and exploratory and confirmatory factor analysis. 60 respondents participated in the qualitative study and the quantitative study included 620 potential tourists. The mixed results of qualitative and quantitative studies indicated that potential tourists perceive eight types of risk about Iran. These risks include risk of human rights violation, satisfaction risk, risk of inappropriate dress, social risk, risk of inaccessibility to cash, crime risk, communication risk and risk of securing visa. Iran as an ancient and historical tourist destination has major heritage assets which includes an exotic and diverse culture as well as natural attractions. In spite of these facts, it has experienced a significant fall in its international tourism market share since the Islamic revolution in 1977. From a psychological perspective, risk perception level of tourists affects their choice of international vacation destination (Somnez & Graefe, 1998). Safety is one of the most important conditions for tourism development (Fletcher & Morakabati, 2008). Destinations, which are perceived as risky locations, will have a serious deterrent impact on tourist attraction (Rittichainuwat & Chakraborty, 2009). Risk perception has been considered as ''situation- specific'' (Dowling, 1986). As stated above, Iran as a tourist destination has its own specific political, social and religious attributes. Thus, the question is what kind of risks do potential tourists perceive when deciding whether to visit Iran or not? The main purpose of this survey is to investigate risk perceptions of potential tourists for traveling to Iran as a tourism destination. For this purpose, a two-stage mixed method (qualitative and quantitative) was used and the members of couch-surfing virtual community (www.couchsurfing.com) participated in both qualitative and quantitative studies. In the first study, the e-survey contains eighteen open-ended questions in order to produce textual data. Textual data was gathered using convenience sampling method. The sampling continued to saturate the responses until no new finding was obtained. Finally, sixty respondents participated in the qualitative study. The textual data was analyzed by inductive content analysis method and themes of risks were extracted. In the second study, the themes extracted from the previous study were used to generate the items of self-administrated questionnaire. Electronic version of the quantitative questionnaire included 40 items to measure dimensions of perceived risk. Seven hundred respondents who had visited the virtual tourism community participated in the quantitative study in July-August 2013. The required data for the second study was gathered through simple random sampling method among the various groups of the virtual tourism community. Discussion and The first factor was labeled ''risk of violation of human rights'' and included the items that were associated with violation of human rights by the government; being arrested as spy; strict adherence to Islamic rules, misbehavior by Iranian officials; fear of radical individuals and incompatibility between cultural values of tourists and Iranian society. The second factor included those items that reflected “satisfaction risk”. The third factor was composed of five items which emphasize the consequences of traveling to Iran in relation to the dress. These associated consequences included fear of violating dress code in Iran, sexual discrimination, fear of punishment for not knowing clothing rules as well as adapting to the local clothing code and the possibility that Iranian authorities may misinterpret these tourist dress actions. The result indicates that the third factor would best be labeled as ''risk of inappropriate dress''. The fourth factor was identified as ''social risk'' and included those items that emphasized disapproval of others for visiting Iran. The fifth factor was associated with unavailability of credit cards and ATMs, difficulty in carrying cash, money transfer problems and risk of overpricing for goods and services. The fifth factor was labeled as ''risk of inaccessibility to cash''. Two additional items such as pick-pocketing and loss of property risk and corruption and extortion risk measured the sixth factor which was labeled as ''crime risk''. Three items were included in the seventh dimension (Communication Risk) or communication problem with local people. These items included problem with understanding of guide signs, difficulty in finding a tour guide, and having a guide who can communicate with tourists in their mother tongue. The eighth and final factor was associated with visa problems. The items of cost of securing visa, lack of consular services in order to get Iranian visa and waiting a long time to secure Iranian visa might be led to losing the opportunity to visit other destinations and securing of other countrie's visa may be restricted due to visiting of Iran. These items were associated with uncertainty with regard to visa. As a result, the eighth dimension was identified as '' risk of securing visa''. The results indicate that potential tourists perceived Iran as a destination with several types of risks including violation of human rights, satisfaction risk, risk of inappropriate dress, crime risk, and risk of inaccessibility to cash, social risk, communication risk and risk of securing visa. the present survey contributes to the existing body of tourist's risk perception knowledge in two ways. First, the survey confirms four types of risk, which have been studied in prior researches. These risks include crime risk, communication risk, satisfaction risk and social risk. Second, it enhances the tourist risk literature by conceptualizing and measuring four new types of risk that include risk of human rights violation, risk of inappropriate dress, risk of inaccessibility to cash and risk of securing visa.

One of the aims of tourism industry is to provide welfare, security, and mental comfort for tourists. This research aims at studying the necessity of providing social security for tourists in Mashhad. The current study focuses on sociological approaches regarding the tourists’ social security, in order for the tourists to enjoy an enduring peace of mind, emphasizing on factors including security in public and residential places, police’s performance, expert human resources for guiding the tourists, and media advertisements. This research was conducted as a survey using questionnaires to investigate 395 domestic tourists accommodated in residential centers in Samen area of Mashhad, who were selected through multi-stage cluster sampling. Cronbach's alpha was about 70% which indicated the relatively high validity of the visitors’ society in terms of feeling secure in Mashhad. The findings reveal that as the security in public places increases, the social security among the tourists also increases. The police are optimized and timely performance in emergency events also increases the tourists’ security. Training human resources as experts in guiding the tourists also enhances the tourists’ social security. Moreover, there is a significant relationship between media advertisements and the tourists’ social security. Accordingly, cultural and social guidelines and plans can be suggested to sociologically develop the tourism industry of the metropolis Mashhad. Flourishing of tourism industry in Iran is a means to reflect the current security of the society, as it actually is, in international setting. In addition, pilgrimage and religious tourism are rooted in the society’s religious beliefs. The holy shrine of Imam Reza (A.S) located in this city has turned it into one of the most important national and international Shiites’ religious destinations. During recent decades, due to the increase in the number of tourists and pilgrims, the everyday social flow of life in Mashhad, in any moment and any public, cultural, recreational and spiritual places, is part of everyday life of Mashhad citizens. As a result, it seems that, in recent decades, the pilgrims’ social security is of great importance to municipal, cultural, scientific and security managers of Mashhad metropolis. Based on a combination of theoretical approaches such as social security, Maslow’s theory of needs, and symbolic interactionism among others, it can be said that if the tourists’ needs are not identified and fulfilled, their satisfaction will decrease (Maslow’s theory), and the action resulted from the tourists’ mental interpretation regarding the feeling of security (symbolic interactionism theory) will not take place. Moreover, a brief look at the mentioned issues will draw attentions to the fact that security is a multi-layered and multi-level concept which does not easily render a uniform definition. However, this variety of definitions and complexity in its analytic levels does not imply fragmentation and lack of commonalities among them. In this research, through a survey study with researcher-made interview questionnaires, the documents on social security and tourism were studied. The sample of the study included all (domestic) tourists accommodated in welfare accommodations and services of municipality of Samen district of Mashhad in 2013, with 395 participants. Multi-stage cluster sampling was employed to select the sample, and face validity was used to measure the validity of the questionnaire. To check the reliability of the questionnaire, Cronbach's alpha, the value of which is more than 70%, has been employed. Eventually, statistical methods (multivariate regression analysis and Pearson test) have been used to analyze the data. Table of distribution of the tourists’ general features indicates that the gender distribution is almost equal; about half of the population, 50.63 %, were men, and 49.36% were women. The data in the table also reveal that 76.44% of the tourists feel a high level of security in Mashhad, while 21.48%, and 2.04% of them, respectively, feel an average and low level of security. Regarding the tourists’ evaluation of the spread of delinquency and crimes around the holy shrine of Imam Reza (A.S), 36.55%, 37.8%, and 26.33% of the respondents referred to these issues, and expressed, respectively, a high, average and low dissatisfaction. With regard to the results of Pearson correlation test, there is a significant relationship between two variables of security in public places and social security. There is also a direct relationship between security in the tourists’ accommodations and social security. According, it can be concluded that there is a significant relationship and a strong correlation between security in the tourists’ accommodations and social security. It indicates that with police’s optimized and timely performance in times of emergency, the feeling of security in tourists and pilgrims increases. There is also a significant relationship between increasing the expert human resources and social security. In addition, there is a direct relationship between media advertisements and social security. It is worth mentioning that there are four variables remaining in the final model of the regression table, which are as follows: security in public places with 0.297 Beta, security in accommodations with 0.501 Beta, police’s performance with 0.756 Beta, expert human resources with 0.688 Beta, and media advertisements with 0.575 Beta have the highest influence on the tourists’ social security. According to these findings, the police’s performance is the most effective factor in predicting social security, having the biggest values of Beta. Media advertisements, expert human resources in tourism and hospitality services, the security of tourists’ accommodations, etc., respectively, had the highest influence on the dependent variable of social security of the tourists and pilgrims. According to the findings, security in public places including shopping centers, traffic routes, etc., is one of the variables relating to social security, and it is an important aspect of developing tourism industry. The findings of this study also reveal that the necessity to provide stable social and public security of the tourists and pilgrims in Mashhad is among the most important plans of the officials to influence the visitors’ attitudes. The tourists’ safety and financial security is of great importance which is dependent on the police’s performance. To improve the social security, it is also necessary to have formal and informal media advertisements in order to keep the pilgrims informed. In the current study, the police’s active role and intelligent performance in times of emergency have been the most important factors affecting the tourists’ and pilgrims’ social security in Mashhad. Altogether, the holy shrine of Imam Reza (A.S) locating in Mashhad has bestowed on this city a unique spirituality and holiness. If accompanied by the tourists’ comfort and social security, this spiritual soul can transmit culture, promote the religion, and remove the misconceptions about the security in our country.

In informational societies of globalization era, culture is an important and disturbing aspect for all the governments. The cultural enrichment of a society, and in the case of adopting a prospective approach,thedissemination of national culture in the other societies, makes it resistant to invasion of alien cultures some of which are destructive. As investigated in this study, one instrument for disseminating a culture is invisible export. To a narrative, invisible export is the services and goods that are purchased by foreign tourists. Although invisible export positively affects economic balance, it may have some cultural outcomes that are surely to preserve the customs and traditions of a society and export them to the others. The current research is applied in terms of purpose and is survey in terms of method aimed at examining the effect of invisible export on culture dissemination considering the moderation of tourism destination image. It was accomplished by gathering data from 172 tourists of 20 foreign countries by conducting convenience sampling method through visiting the official tours in their seating hotel in the cities of Tehran, Mashhad, and Isfahan. The survey instrument was a questionnaire designed in the two versions of English and Arabic in which the 5-point Likert-type scale was used. The face and content validity of the questionnaire were confirmed by university professors and professional practitioners, and its construct validity was investigated by conducting confirmatory factor analysis. The questionnaire's reliability was also investigated by Cronbach's alpha coefficients. After that, gathered data was analyzed by conducting statistical techniques such as structural equation modeling and hierarchical multiple regression analysis. In addition, Pearson correlation analysis and some descriptive statistics were used to complement the analyses carried out around the research variables. In general, the direct hypotheses and construct validity were evaluated by LISREL software, and moderation hypothesis and reliability were evaluated by SPSS. Additionally, the descriptive statistics such as standard deviations and means of the variables were all reported by SPSS. Discussion and The modified and accepted structural model indicated that the variable of invisible export alone explains over 50% of variation of the culture dissemination variable (R2@ 53.3). This result relating to the first hypothesis was consistent with all the studies and rational arguments presented in second section of the paper. Amongst the components of this variable, the effect of natural attractions on culture dissemination was not statistically significant. The effect of cultural-societal component was the strongest and the effect of souvenir and handicrafts was in the second order in terms of intensity confirming the theoretical explanation was made for hypotheses development. The second hypothesis relating to moderation of tourism destination image on the relationship between invisible export and culture dissemination was also confirmed indicating that the moderator variable could ameliorate this effect up to 25%. This result was consistent with the findings of Bigne et al. (2001) and Hsu et al. (2006). In general, research results indicated that invisible export of tourism goods and services expands the culture of destination country, and tourism destination image strengthens this effect The findings mentioned above, confirms the need for more attention to issues such as culture dissemination, cultural tourism, and souvenir and handicrafts. The most important action for attracting the foreign tourists is to improve their image of tourism and ancillary services in I.R. Iran. To do so, first, it is needed to separate the tourism issue from political relations, and secondly, to declare the cultural tourism attractions to the whole world with appropriate overseas advertising. Furthermore, we propose to design the content of these advertisements in accordance with the components of perceived tourism destination image i.e. awareness of destination, destination image, destination quality, and loyalty to destination. By doing so, the effect of invisible export on culture dissemination is increased by moderating these sub-variables and culture-oriented advertisement as an independent variable affects the culture dissemination. The next proposal is derived from the intensity of the effect of invisible export components on culture dissemination. Since the most important component is the cultural-societal factor, the relevant authorities should rely more on cultural-societal affairs, cultural tourism, and cultural advertisements. In this regard, they can utilize the Iranian cultural symbols as well as to communicate with tourism institutions in other countries especially those who export historical-cultural tourists. Additionally, they should plan to create needed facilities for setting up special tours such as sports, sanitary, scientific, medical etc.Souvenir and handicrafts is another important component of invisible export. What is certain is that the souvenir and handicrafts is more neglected than the cultural, religious, and historical symbols for foreign tourists. To address this negligence, the relevant authorities should resurrect the small handicrafts with emphasis on producing the souvenirs that are tailored to national and cultural values of the ancient Iran. In summary, the paper concluded according to the results of hypotheses testing and offered some applied implications for managers and practitioners.

Today, one of the most important spaces which has been considered and visited by tourists and has gave many opportunities for tourists, is urban spaces. What makes a city dynamic and attractive, and causes satisfaction among citizens and attracts tourists are history, rich culture, urban visual beauty and landscape which their special appearance is visible in urban symbols and elements clearly. In this study, with respect to the importance of tourism industry in urban sustainable development, the role of urban symbols and elements in attracting tourists, with analytical – descriptive method in an academic context, is investigated. In this regard, questionnaire with a simple random sampling has been used in order to collect data from tourists. Some of the findings of this study indicate that the tourism spaceof Tabriz has been influenced by the historical space of the city. In this regard, there is a strong subjective and cultural relation between visitors and symbols and elements which have been constructed according to the culture of Iranian-Islamic society. Also, the analyses using SPSS and one-way ANOVA and linear regression tests shows that there is a significant relationship between land use surrounding the elements and tourism attraction and also between using information technology for announcement of symbols and elements and urban tourism development. Today, the largest and the most important tourism attractions in each city are ancient, national, religious and culturalbuildingsand symbols. Using urban symbols as a means of conveying meaning has been common in all ages and cultures. Recognition of these symbols and inserting them within the domain of tourism can play an important role in the sustainable development of the cities and also the achievement of different aims of this effective and helpful industry. Since the mid-twentieth century, urban symbols have become one of the most attractive tourism destinations and boosted the tourism industry of related countries. Passing important historical events in Iran, particularly in Tabriz metropolis has allowed architects and artists by designing the various elements anywhere in the city make Tabriz, along with other cities, have more beautiful and various symbols and visual elements in the city which has resulted in attracting tourists to the city. The method of this research is considered as descriptive-analytical. Data has been collected in two ways, namely library and field. In the descriptive section, using papers, reports, researches and related documents, essential information has been provided and the general view of the research scope has been attained. In the analytical part, with respect to the richness of tourist attractions in Tabriz, relying on descriptive studies, objective observations and questionnaire have been used. Alpha coefficient of Cronbach test equals with 0.79 and because it is more than 0.7, we can conclude that the questions regarding this variable have an extremely appropriate validity. Statistical population of this study is the urban tourists of Tabriz in 2013. The sampling method in this research is as cluster sampling accompanied with simple random among members of the statistical population and 100 tourists have been selected as sample. To analyze data and test hypotheses,one way ANOVA test and linear regression tests has been used which have been analyzed using SPSS. Discussion and Based on what was mentioned in different parts of the discussion, there is a strong subjective and cultural relationship between visitors, symbols and elements of Tabriz which have been constructed in proportion to the culture of Islamic-Iranian society. Analyses using SPSS and one way ANOVA and linear regression tests show that there is a significant relationship between the land use surrounding the elements, symbols and tourist attraction. In this regard, it is possible to refer to significant relationship between theannouncement of symbols, elements and urban tourism development and also insignificant relationship between physical components of elements and tourist attraction. According to experts, urban tourism provides a great cultural, social and economic opportunity for metropolises which plays very effective role in improving the quality of life of citizens in different dimensions. In this regard, creating tourism outlines can be used as one of the methods of revitalizing the urban spaces and tourist attractions. Tourism outlines, in the case of having mentioned values ​​and characteristics, can change their surrounding context. One of these particular spaces is symbols, elements and persistent signs which have been created over many years in the form of buildings, monuments and public passages. With respect to the capability of Tabriz metropolis, with its ancient history in this aspect and its strategic location as well as the increase of urban tourists of Tabriz in recent years, the role of urban symbols and elements in attracting touristswas investigatedin an academic context. According to the discussions, it is practicable to perceive that each specified symbols in Tabriz can be assessed as a relatively desired state for attracting touristswhich in addition to supplying the tourist demand of citizens, are responder for domestic and foreign visitors.

Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. Tourism has captured the attention of anthropologists because it often involves face-to-face encounters between people of different cultural backgrounds. Tourism has been studied by anthropologists as a form of cultural commoditization and/or cultural commercialism. In anthropological literature today, few texts are dedicated entirely to the anthropology of tourism, though authors of ethnographies sometimes include a section on tourism. Everyone can express his/her own personal observation of the phenomenon that has experienced. Its importance was recognized in the Manila Declaration on World Tourism of 1980 as an activity essential to the life of nations because of its direct effects on the social, cultural, ecologic, educational, and economic sectors of national societies and on their international relations. Relationships between hosts and guests, how they form and change over time, have been of profound importance to the anthropological study of tourism, and should continue to be. Data and Qualitative research methods have a variety research approaches, the approach of the research is ethnography. In the study has been reviewed mutual symbolic and semantic role between tourist and tourism. This study, in all stages, has been affected the approach and methodology of “Goffman” and “Blumer” as a theoretical guide. This approach relies on the symbolic meaning that people develop and rely upon in the process of social interaction. The methodological framework is supported by the research paradigm and philosophical perspective of symbolic interactionism. As the name suggests, ‘symbolic interactionism’ focuses on the connection between symbols and interactions. Symbolic interactionism is based on the premise that human society is characterized by the use of symbols and meanings, meanings are derived through social interaction with “others” but can be modified by an individual. Symbolic interaction theory analyzes tourism by addressing the subjective meanings that tourists impose on objects, events, and behaviors. Subjective meanings are given primacy because it is believed that tourists behave based on what they believe and not just on what is objectively true. The field of study includes a number of famous tourist places in Hamadan. However, introduction of these places is just for determination of the field study where study on tourists has been done. The sample of study has been purposeful and the study has focused on “sampling with maximum diversity based on gender and age”. In order to gather the required information, the field observations and deep interviews have been done. Data has been analyzed based on “thematic analysis”. Discussion and Based on the proposed principles of symbolic interactionism by Blumer and Goffman; tourists trip based on the meaning of tourism and tourism places. Tourism is an act that is perceived through tourists’ interpretation and they define, describe, or rather, redefine it by their needs.13 categories have been extracted all derived of data. They are Search for authenticity, a Literary subject, Escape of everyday life, Individualism, Pluralism, Theology, Naturalism, Aesthetics, Valuable artifacts, Cultural interaction, a Subject famous, Attractions of Architecture, Favorable weather. This study is based on symbolic interactionism to inquire into the experiences of tourists with tourism places. From this perspective tourists have different interpretations of the concept of tourism and everyone looks at it from their own perspective. In fact, tourists interact with the world of tourism in this way and the role of semantic and symbolic interaction between tourists and tourism places as created from this interaction. So tourism in itself has no regularity but the meaning and interpretations are related to it by tourists. So each of categories is defined and reconstructed by tourists. Interaction between tourist and tourism is the dynamic process not a static structure. Tourists don’t accept en bloc everything in the world of tourism because of the capability of think and rethink, and they change it based on their subjective meanings and their conditions. Looking for semantic formation and semantic discovery in the world of tourism, the focus of the tourists’ mental activity shift onto the tourism places. Tourists seek to deepen aesthetic pleasure and organize their objective world through their patterns and cultural values. Formed interpretations of the tourist experience are very different from the one’s daily experience. Tourist‘s view is affected by socio cultural conditions of various places. Sign of tourism, history, heritage and etc. Based on derived subjective scheme and by considering the outstanding role and place of tourist, it should be said that the mutual symbolic and semantic role between tourist and tourism is a dynamic process and depending on vision, goal, schemes, values and cultural norms of tourists, their interpretation of tourism is different and has diverse aspects and interpretation and semantic formation cannot be reduced to one of these categories.

Critical discourse entered the contemporary criticism after the introduction of poststrucralism revolution of the 20th century. This approach seeks to address such varied issues as power and social trends and thinking. The author of the current paper attempts to investigate the Safarnameh of Nasserkhosrow in order to find out how personal as well as social ideologies of the time impacted his view and estimation of other societies. A scientific spirit as well as an avid interest in examination and interpretation of social issues of the time along with religious enthusiasm helped Nasserkhosrow write a travelogue that in detail studies the social, economic, political and geographical conditions of the cities and villages he visited. The present paper is based on the research methodology of Furlcough. This paper has, moreover, used the idea of the “other” introduced by Derida. Critical discourse analysis has its roots in the philosophical thoughts of such modern thinkers as Michel Foucault and Norman Furlcough who played a pivotal role in the dissemination of such approach as an innovative approach in analyzing texts. The followers of critical discourse analysis are of the opinion that a literary work is an echo of social and behavioral systems and should thus be considered as historically important. Literature on travels is a type of interdisciplinary literature that is a mélange of literature, geography, and sociology; such historical and literary texts can reveal the inner thoughts and feelings of the author and can address such varied issues as politics and the era of the creator of a text. NasserkhosrowGhobadiani is a renowned Iranian poet of the 10th century AD who was born in Ghobadian of Balkh. Amongst his different works one should make mention of his Safarnameh (Travelogue or Book of Travels) which is written in lucid prose and contains precise geographical, historical and traditional characteristics of people who lived in Nasserkhosrow’s itinerary. In the current research paper, the author tries to use Furlcough’s method to investigate Safarnameh through three different description, interpretation and clarification. To do so the author will pay particular attention to how Nasserkhosrow uses language and how different words are used from a sociological perspective. The author of the current paper has also made use of Stuart Hall’s theory on “Other” in an attempt to shed more light on the issue under discussion in this work. Discussion and Language is an immensely important tool in maintaining and expressing one’s social and political viewpoints. According to critical discourse analysis a literary work is produced in special conditions and with a relation with the political power. Norman Furlcough believes in the dialectical relationship between discourse wisdom (linguistic features) and a society’s mega structures (ideology and social structures). Nasser Khosrow’s descriptions of the places he visited is more a mirror to his appreciation of the culture and behavior of the people than their life conditions. What one can see, especially on the surface structure, are his description of different monuments particularly religious places which shows his deep interest in issues that are religious in nature. He nearly always uses numbers and figures to provide his readers with very concise architectural details. Julia Kristeva is the first thinker who brought to general notice, through her tripartite theories of text, intertextuality and discourse, the importance of the concept of “other”. In Safarnameh, readers confronts statements in which its author made distinct the differences.The social as well political upheavals of Iran at the time also had some influence upon the writings of Nasserkhosrow. There are signs that the rationalism of the period and also such movements as Sho’oubieh which emerged in Khorasan considered as noteworthy in his works. In his works one comes to notice values and beliefs that were taken as important; in fact, Nasserkhosrow himself helped to propagate such values, beliefs and ideas.Nasserkhosrow’s fundamental religious belief that the relationship between men and women should be limited can be seen in places when he describes the security of the cities and the authorities of people who rule them. Nasserkhosrow’s descriptions of the places that he visited and wrote about are more reflections of his own personal cultural views; additionally one can safely say that they are the outpourings of his personal perspectives of the world, norms, ideals and even his attitudes. His very precise descriptions of the architecture of holy places and his use of numbers and figures all demonstrate his scientific as well as his religious sides. It can also be concluded that his special interest in description can have its roots in his belief in Esmalite sect of Islam. His constant mentions of what he witnessed and described as lack of roads security, economic hardship of the people of the regions he travelled to and injustice of the rulers besides his descriptions of ethnic Arabs are all mirrors into social, economic and political affairs of the Khorasan of that period.

One of the strategies regarding the growth of rural regions in most countries is to promote rural tourism. One of the features of rural tourism is its fragmented physical nature, therefore, in recent years rural tourism networks have received a special concern. In most countries, rural tourism networks concept is growing in importance. In the economics of many countries the concept works better in tourism than in other sectors. An analytic approach on rural tourism networks and its application in development of tourism is of essence. In this study review of existing literature, theoretical and methodological dimensions of the network, the application of network analysis on variety of topics, the risen tourism and Finally, its application to Investigate the relationship between rural tourism residential centers with network analysis approach in Larijan. Research methods descriptive-analytic survey was conducted. Also the theory and network analysis model and using Ucinet software and Density tests, degrees, reciprocity, transferability, E-I, etc. to analyzed at from a variety of graphs to show the relationship. The results show a low-level of relationship between rural tourism in residential centers. In most rural areas the economy has declined to a point where the income from traditional agricultural activities has reached bellow the average per capita point income. Moreover the high unemployment, the youth and educated migration has put the rural areas at risk. To overcome this problem, developing rural tourism not only can be a potential means in changing the situation, but can become an inseparable element in the economic growth. Geographically speaking, the tourism attractions are located in regions away from where the main markets are, where small independent businesses are active in an irregular working environment. In such regimes the survival of the new comers depends on the group work. In fact tourism is a defined system where the internal dependencies are necessary in the region; hence, cooperation among the different tourism goods producing and services providing firms and institutions is of essence.In a sense the small size of the tourism businesses as well as their being segregated forces them to conjoin for sustainability. Their existence contributes to the local economic welfare. The regions developed for rural tourism in the recent years are located in the Larijan district of Amol city in Mazandaran province. Among the regions where rural tourism has evolved totally is where this case study is being conducted on. This region is not far from the capital city Tehran, Mazandaran, Alborz etc. Analytical study is that the survey was conducted. Bipartite and numerical study documents that the evidence gathered through library research literature was discussed. The part number that includes a field survey instrument, data collection, questionnaire. Statistical Society, owners of residential centers larijan of 32 subjects who were administered a questionnaire matrix to determine the relationships between them. Also the theory and network analysis model and using Ucinet software and Density tests, degrees, reciprocity, transferability, E-I, etc. to analyze data from a variety of graphs to show the relationship has benefited. Discussion and The relationship between the density values of 0.0817 or 8.17% of the study area is residential centers (of 992 transplants could be accomplished only 81 transplants), This means that only 8% of our residential centers that are very weak and fragile connection to the network. Reciprocity index value between the lodgings of our study area, 0.2462, or 24.62%, ie 24.62% of the residential centers, reciprocal and mutual relationship with each other. Transitivity index value in relation to other lodgings in the study area is 34.26%. Namely the possibility of communicating with each third party that looks fairly decent amount. Noted that the rate of transmission is greater, greater network stability. E-I index of relations between our residential centers for the entire network in terms of income groups 0.354- or 35.4% - depending on the position of 0.692- or 69.2% - were for the entire network. In tourism industry, the rural tourism in specific most businesses are small or medium (SMEs) and family oriented with their considerable contributions to the national economy in all respects. Globalization has put the tourism business under pressure; while on the other hand, globalization can provide circumstances for the world free market manipulation. Accordingly, the rural tourism destinations should establish strong networks of cooperation among the tourism business based on developed strategies to resist the competition on international basis. This study investigated the relationship between residential centers located in larijan network analysis approach using the analytic survey was conducted. Overall, these results indicate that residential care is the poor relation. Very few residential centers (8%) had a 24% correlation with each other, it is a mutual and reciprocal. Important factor in the relationship between residential centers, income, position, friendship and kinship and trust in one another. The issue of trust among the worst in the study area is residential centers. Of course, many other residential centers want a relationship with your colleagues if there are favorable conditions (mutual trust, not abuse, monitor and manage the behavior of residential centers, etc.) are. So the fact that a relatively large number of small businesses with limited resources to pursue sustainable development cannot be isolated, the network approach is essential in tourism.

The aim of this study is to evaluate the role of elevation in Tourist potentiality of the Mazandaran province; the climate data used in this research were obtained from Iran’s Meteorological Organization (IMO) for1991-2010 period. Data on mean annual climate were collected from the15 meteorological stations. Climate variables used in this study include maximum daily temperature [in ºC], minimum daily relative humidity [%], mean daily temperature [ºC], mean daily relative humidity [%], precipitation, [mm], sunshine [total hours of sunshine], and average wind speed [m/s]. Climatic conditions related to tourism were evaluated by Mizeczkowski index (TCI). Relationship between elevation and TCI was studied by Pearson correlation model. The p-value.