نشریه برنامه ریزی و توسعه گردشگری
پیاپی 15 (زمستان 1394)

Extended Abstract: Service organizations such as hotels seek to achieve efficiency and profitability in the development of appropriate services to clients. Thus¡ in competition with others¡ those organizations are successful that have creativity and innovation in creating opportunities and can use the existing opportunities innovatively. In today’s turbulent market environment¡ many businesses are facing increasing competition and they have to increase the quality of their products and services. In some businesses such as travel¡ tourism¡ catering and banking the delivery of high quality services to consumers is increasingly recognized as a key factor affecting the performance of the firm. Some dissatisfied customers express their dissatisfaction to sellers through their complaining behaviors¡ while others do not necessarily report their dissatisfaction directly to the sellers. They tend to remain silent about the problems¡ or they seek support via social networking sites. Because of these tendencies¡ it is not enough to retain or recover customers just by handling complaints in e-commerce. Other post-purchase behaviors triggered by dissatisfaction should also be carefully examined
In the tourism industry¡ the study about service quality¡ customer satisfaction and intention to revisit are important elements for developing marketing strategies about how tourism products are designed to satisfy the needs of target market.
One of the best ways for achieving innovation is the use of customer''s information¡ capabilities¡ complaints and grievances. With all these in mind¡ the present research investigates the role of client kinds (current¡ satisfied¡ dissatisfied¡ comparative and critical) on innovation in hotel services. Many organizations are considered troublesome dissatisfied customers while they give you the weaknesses of the organization without cost and this provides an opportunity for organizations to improve their services.
Hotel and lodging services as one of the important pillars of the tourism industry''s need for capital and consumer information for this type of service institutions is more necessary. The hotel managers and staff can viewpoints and fuels complaints of customers use to improve their services.
Lee¡ et al. (2004) investigated the relationship between service quality and satisfaction and their influences on behavioral intentions among foreign visitors. They found that service quality proved to be an antecedent of satisfaction¡ and satisfaction played a partial mediating role between service quality and behavioral intention. Baloglu¡ et al. (2003) examined the relationships among destination performance¡ overall satisfaction¡ and behavioral intention of various market segments among Canadian visitors to Las Vegas. They found that overall satisfaction played a mediating role between destination performance and behavioral intention¡ both at the individual segment level and at the aggregate sample level. Nevertheless¡ they did not find a direct relationship between destination performance and behavioral intention. While Cole and Scott (2004) studied the mediating role of experience quality between performance quality and overall satisfaction¡ the results showed that experience quality fully mediated the relationship between performance quality and overall satisfaction¡ while overall satisfaction in turn had a significant effect on revisit intention.
The research method is descriptive-correlation. A questionnaire was used as the main tool to collect data. The standardized Duverger Questionnaire was used to evaluate the kinds of customers. Cummings and Paramita Questionnaire were utilized to evaluate innovation. The sample included 130 employees and managers of hotels in Ardabil. Pearson correlation coefficient and multiple regressions were used to analyze the data. To determine the validity and reliability of Cronbach''s alpha coefficient was used. Client divided to five ordinary customers¡ satisfied¡ dissatisfied¡ comparator and critics and three types of service innovation and product innovation¡ process innovation and management innovation is tested questionnaires distributed.
Research Findings :Pearson correlation test was used to test hypotheses. results showed that there is a positive correlation between client kinds and innovation in hotels. The five types of customers are positive and significant role in innovation in hotel. Furthermore¡ In order to achieve a decisive role in predicting which of customer innovation regression analysis was used to repeatedly input. results showed that dissatisfied clients had more impact on the innovation than other clients.
The results showed that a significant and positive relationship among the five types of customers and innovation in the hotel. Based on the findings¡ recommendations are made for using dissatisfied customers ideas¡ especially through the Suggestion Box¡ welcoming their requests¡ using personal and follow-up questionnaires as well as getting information about the needs and demands for reform and innovation in the services provided in hotels. Also recommended for each type of asset and the view of all customers as they use¡ each of these different points of view about the hotel can provide and these points of view are necessary to provide an innovative service in the hotel¡ Dissatisfied customers and critics express your weaknesses and customers comparator¡ the strengths of the other hotels you say¡ these are all opportunities that are available to you free of charge and it is you who decide how to use them. According to research findings each customer can help hotels in all three areas of innovation in service and product innovation¡ process innovation and management innovation.

Extended Abstract : In order to study the relationship between Tehran’s outgoing tour leaders’ cultural intelligence (CQ) and their emotional intelligence (EI)¡ data were collected from 330 outgoing tour leaders. The correlation analysis was used to test the relationship between CQ and EI and the construct validity was confirmed by using confirmatory factor analysis. The results showed that CQ had a positive effect on EI. Besides¡ the hypothesis testing showed that there is a causal relationship between CQ and EI. The results of the study showed 31% of the outgoing tour leaders’ EI can be defined through CQ. By improving the tour leaders’ CQ¡ their EI could be improved subsequently. An outgoing tour leader with high CQ and EI¡ as a representative of a group of tourists¡ can improve the relationship between the tourists and the host community.
With the globalizing trend and highlighting the international interactions¡ personal relations with different cultural backgrounds become more and more important. One of the important factors that give rise to understanding and tolerance in multicultural environments is cultural intelligence. Today¡ psychologists consider emotional intelligence as an important characteristic difference along with scientific intelligence and contend that these differences can directly influence people’s ability of communication and thus their whole lives. Emotional intelligence is the people’s ability y to express their individual emotions and to understand other people’s emotions (Law et al.¡ 2004). With the increasing interest of politicians in non-oil revenue¡ tourism industry has received much more attention in the recent years. Considering the industry’s great potential to increase income¡ employment and foreign exchange earnings¡ and due to the little economic leakage¡ many of the policy makers try to replace the oil income with what the lucrative tourism industry can offer. This project aims to study the relationship between cultural intelligence and emotional intelligence among outgoing tour guides of city of Tehran¡ Iran. This research project aims to offer solutions and clues to tour guides in general and outgoing tour guides of Tehran in particular so that they would successfully control the challenges of cultural differences.
Earley and Ang (2003) are believed to be the first who introduced the concept of cultural intelligence. They defined cultural intelligence (CQ) as the ability to learn new patterns in cultural interactions and provide correct behavioral responses to these patterns. Cultural intelligence is¡ in fact¡ the ability to produce interactive and effective reactions to those people who are from various cultural backgrounds. Cultural intelligence enables people to recognize cultural differences through knowledge and understanding and behave appropriately in the face of different cultures (Van Dyne & Ang¡ 2005). Salovey and Mayer (1990) first introduced emotional intelligence and defined emotional intelligence as a kind of social intelligence¡ which enables an individual to observe others’ actions¡ differentiates between different emotions and channels one’s thoughts and actions using this information (Salovey & Mayer¡ 1990). This research is an applied one based on the aim of the study and the data were collected through questionnaires. The normality of data was achieved with the help of Kolmogorov-Smirnov¡ to investigate a significant relationship between variables¡ Pearson correlation coefficient was used and to test the causal relationship between variables¡ modeling structural equation was used.
Discussion and To test the normality of data distribution¡ Kolmogorov–Smirnov test was used. The level of significance for cultural intelligence variable is 0.329 which is bigger than 0.05 and therefore this variable is normal. The results of the Kolmogorov–Smirnov test for Emotional Intelligence was 0.384 which is bigger than 0.05 and therefore this variable is normal. As the results indicate¡ there is a positive and significant relation between cultural intelligence and Emotional Intelligence (SigStructural equation modeling was used to test hypothesis and study the causal relation between variables. The results show that tour leaders'' cultural intelligence has a significant relation with their emotional intelligence. According to t statistical figure¡ cultural intelligence variable in the certainty level of 99% has a positive and significant effect on emotional intelligence. The relation between these two variables is a linear and direct one. Therefore¡ when tour leaders'' cultural intelligence improves and changes¡ their emotional intelligence increases. R equals 0.31. Thus¡ cultural intelligence variable could predict 31% of changes of tour leaders'' emotional intelligence.
The purpose of the present study was to examine the relationships between cultural intelligence and emotional intelligence. According to the results¡ outgoing tour leaders’ cultural intelligence has a significant relationship with their emotional intelligence. Besides¡ the Structural equation modeling shows that cultural intelligence variable could predict 31% of changes of tour leaders'' emotional intelligence. The results of this study confirm the findings of the previous research by Moon (2010). The results of this study show by improving cultural intelligence¡ a tour leader’s emotional intelligence will be improved and these leaders can understand other cultures better and make a better communication with the host community. Therefore such leaders can understand their own feelings and others’ feelings better and manage them in a better way which leads to the improvement of the relationship between a tour leader and the host community. So it is predicted to pay more attention to the factors which affect the quality of relationships in an industry¡ in which inter-cultural relations are of much importance

Extended Abstract:Tourism is a major sector of the global economy and it is one of the largest industries in the world. One of the most important factors that can lead to the growth and development of international and domestic tourism are resorts and hotels that accommodate of passengers. The use of modern marketing can be extremely helpful to the progress and development of the hotel industry. Sensory marketing is a form of marketing that has a great influence on customer satisfaction because it contributes the success to the emotions and sensory component. This research seeks to determine the impact of sensory marketing and its components in improving satisfaction of the hotel customers. In this article¡ sub-components of the sensory marketing were identified¡ then the customer satisfaction level regarding sensory component is measured by using a questionnaire. Statistical population of this study includes all four and five-star hotel in Isfahan. The sample size is obtained 120 people using Cochrane methodology. Finally¡ in order to analyze the data and test the study hypothesis descriptive statistic and analytical statistic have been used respectively. All statistical analyses are conducted using SPSS20 and Amos20. The findings suggest that the proportion of hotel features and sensory taste of tourists has a direct influence on their satisfaction and behavioral intention.
Tourism is considered as the biggest and the most diverse industry. Many countries have selected this dynamic resource as their main source for income¡ creating jobs¡ growing the private sector and expanding their infrastructures.Tourism has become of special interest for the developing countries.Today¡ hotel management and food supplying industry are considered as dynamic parts of the tourism industry. A potential traveler that travels to any given place requires a bed for sleeping and food. Hotel is a reflection of travelers’ tastes and needs in this market. The way of delivering the services to customers is of a special importance in a hotel. Hotels are among the most influential factors that can cause the satisfaction of foreigners and local tourists. Hotel is one of the main needs of tourism industry in any country. Hotel management is one of the most dynamic sections of tourism industry and includes facilities for resting and sleeping¡ foods and beverages and various types of entertainments. Paying attention to marketing and specially sensory marketing can have a considerable impact on the customers’ satisfaction.
Material and The current research is functional in its aims and regarding the nature and data gathering procedures is a descriptive survey. Using questionnaires for gathering the opinion of the sample is a reason for counting the current research as a survey and it is considered as a statistical research. In addition since the current research studies the existing things¡ it can also be considered descriptive. The library has been used to gather information about the history and the literature of the subject and since the questionnaire is the most common tool for gathering initial data in the surveys and field researches¡ the questionnaire has been used in order to examine the hypotheses and research questions. In the questionnaire used for this purpose¡ close-ended questions are presented in the Likert scale. In analyzing the responses¡ a score between 1 to 5 is dedicated to the Likert scale.
Discussion and With a look at results from tables and equations¡ the positive impact of sensory inputs on customers satisfaction can be observed. The research hypotheses are in line with the studies of researchers including Krishna¡ Elder et al. ¡ Dona¡ Kim & Perdue and Agapito & Valle and many others. All these people have mentioned the the significance of sensory elements in enhancing in customer satisfaction. It can be mentioned that Kim & Perdue have specifically used sensory parameters regarding the hotels. They have come to the conclusion that if sensory parameters of a hotel are in line with the customers’ tastes¡ it will have a positive impact on their satisfaction.
The findings of the current research is in line with the results of the aforementioned study and have considered the direct influence of sensory parameters on satisfaction and behaviors of customers. Although the field of the studies mentioned above are different (e.g using emotional marketing in hot water springs¡ using emotional marketing in the destination¡ etc)¡ they have all reached the same conclusions. This can be also true about the behavioral intentions of the customers and if they are satisfied with the hotel¡ they will return to the hotel in future or they recommend the hotel to their friends.

Extended Abstract :Hotel industry is an important pillar of tourism which needs modern technologies such as customer relationship management¡ quality of relationship and customer lifetime value. The aim of the present study is to study customer and management relationship. Research method used for present study is a descriptive- correlative and structural equations model type. Population of study consists of customers of hotels in city of Ilam that is infinite number and among them 384 subjects selected based on Cochran formulae for infinite population through simple random sampling method. Data collecting tool was a standard questionnaire¡ whose reliability of 90% was obtained by Cronbach''s alpha. Research findings in analyzing Lizrel software indicated that customer''s relationship management has a significant effect on quality of relation and also quality of relation has effect on customer''s lifetime value. And finally quality of relation has a significant effect of aspects of customer''s lifecycle value (the level of applying services¡ loyalty¡ advertising¡ and tendency to refer).
Customer''s relationship management as a new term is traced back to 90s. Customer''s relationship management is regarded as a business policy for managing mutual relations with customers with the aim of optimizing the value and long-term satisfaction of customers (Bohling et al¡ 2006). The quality of relationship is considered as an important indicator for evaluating the power of relationship between provider (supplier) and customer. Many researchers believe that trust¡ satisfaction¡ and commitment of customer are considered as key factors for evaluating quality if relation. Crosby et al (1990) suggest that satisfaction and trust are key aspects of relation''s quality. One of sub-factors and requirements in customer''s relationship management is customer''s lifecycle management. It can be defined as; cycles starting from managing customers'' information to define customer''s behaviors encompassing completely processes of a company from attracting customers to selling product/services and retain a long-term relationship (Bargar and Nasser¡ 1998). Of course¡ it must be noted that each customer has a unique value to the organization and customer''s relationship management can contribute customers through categorizing them based on the level of value they may have to the organization (the value of customer''s lifecycle). Respecting the importance of customer''s relationship management and quality of relationships with it and also the level of value making by each customer during his lifecycle¡ it has been tried during present study to examine the relations between customer''s relationship management (CRM)¡ relationship quality (RQ) and customer''s lifetime value (CLV) from customer''s point of view in hotel industry.
This study is regarded as an applied research in terms of purpose and in terms of data collecting it is a survey. It is accomplished according to analytical descriptive methods. Population of study consists of customers in hotels of Ilam with an infinite number¡ among which 348 subjects were selected using sampling formulae for infinite population with simple random sampling way. In order to collect data a questionnaire package including three standard questionnaires was applied. In order to analyze data¡ structural equations and Lisrel software were used.
Discussion and Research hypotheses
1. Customer relationship management has a significant effect on quality of relationship in hotels.
2. Quality if relationship has a significant effect on customer''s life cycle value in hotels.
Model at state of standard estimation
Figure.1: significance model of main hypothesis at state of standard estimation. Source: authors
Model at state of significance coefficients
Figure.2: significance model of main hypothesis at state of significance coefficients. Source: authors
As indicated by figures1 and 2¡ the level of effect for customer''s relationship management on relationship quality among customers of hotels in Ilam is 70% and the level of its significance equals 5.06.
The level of effect for relationship quality on customer''s lifetime value among customers of hotels in Ilam is 75% and the level of its significance equals 4.77.
Secondary hypotheses
1.2. Relationship quality has a significant effect on using services in hotels.
2.2. Relationship quality has a significant effect on loyalty in hotels.
3.2. Relationship quality has a significant effect on oral advertising in hotels.
4.2. Relationship quality has a significant effect on tendency to refer in hotel.
Model at state of standard estimation
Figure.3: significance model of main hypothesis at state of standard estimation. Source: authors
Model at state of significance coefficients
Figure.4: significance model of main hypothesis at state of significance coefficients. Source: authors
As shown in figures 3 and 4; the level of effect for relationship quality on the level of using services among customers on Ilam''s hotels is 83% and the level of significance equals 5.89.
The level of effect for relationship quality on the level of loyalty among customers on Ilam''s hotels is 74% and the level of significance equals 6.35.
The level of effect for relationship quality on the level of advertising among customers on Ilam''s hotels is 60% and the level of significance equals 5.45
The level of effect for relationship quality on the level of tendency to refer among customers on Ilam''s hotels is 57% and the level of significance equals 4.49.
This article is has been done for study and explanation of correlation of variables such as customer''s relationship management and value of customer life cycle and relation quality as moderating variable for this correlation in hoteling industry. After review the respected literature¡ using the field method and questionnaire tool data were gathered for determine the relations of variables and hypotheses of research were tested by Lisrel software. The result of first main hypothesis that is: customer''s relationship management has a significant relation to relationship quality¡ respecting modeling structural equations¡ standard coefficient between two variables of CRM and RQ equals 0.70 that with t-5.06 (greater than 1.96) indicates that this hypothesis is approved. This finding is accordance to finding by Moslehi¡ et al (2014) and Verdgo and Verpermal (2009). The second main hypothesis.2 that is: RQ has a significant effect on CLV. Respecting results from structural equations modeling¡ standard coefficient between two variables of RQ and CLV equals 0.75¡ which with t-4.77 (greater than 1.96) indicates that this hypothesis is confirmed. This is accordance to findings by Mahdavi and Mousavi (2014)¡ Barari and Ranjbarian (2011)¡ and Verdgo and Verpermal (2009). Secondary hypotheses were tested too and the results were: Secondary hypotheisis.1: RQ has a significant effect on the level of using services. Respecting results by structural equations modeling¡ standard coefficient between two variables of RQ and the level of using services equals 0.83¡ which with t-5.89 (greater than 1.96) indicates that this hypothesis is confirmed. This finding is along to finding by Mousavi et al (2011)¡ Vergo and Verpermal (2009). Secondary hypotheisis.2: RQ has a significant effect on the level of loyalty. Respecting results by structural equations modeling¡ standard coefficient between two variables of RQ and the level of loyalty equals 0.74¡ which with t-6.34 (greater than 1.96) indicates that this hypothesis is confirmed. This finding is along to finding by Barari and Ranjbarian (2011)¡ Vergo and Verpermal (2009).Secondary hypotheisis.3: RQ has a significant effect on the level of advertising. Respecting results by structural equations modeling¡ standard coefficient between two variables of RQ and the level of advertising equals 0.60¡ which with t-5.45 (greater than 1.96) indicates that this hypothesis is confirmed. This finding is accordance with finding by researchers such as Barari and Ranjbarian(2011) and Vergo and Verpermal (2009). The hypothesis.4 that is the RQ has significant effect on on desire to return. Respecting results by structural equations modeling¡ standard coefficient between two variables of RQ and the level of advertising equals 0.57¡ which with t-4.49 (greater than 1.96) indicates that this hypothesis is confirmed. The result of this hypothesis is accordance with the findings of studies of Mousavi et al (2011)¡ Barari and Ranjbarian (2011)¡ Vergo and Verpermal (2009).

Extended Abstract :The purpose of this study is to evaluate and prioritize the effectiveness of internal factors influencing medical tourists'' attraction to Iran. The initial data were collected to identify the internal factors encouraging medical tourists through using document analysis. As a result¡ 4 criteria and 15 sub-criteria were identified. It was followed by evaluating and prioritizing the criteria and sub-criteria using Analytic Hierarchy Process (AHP) and then was sent in a questionnaire survey to 30 academics and experts in tourism field. The results indicated that within four main criteria¡ medical resources with weigh 0/609 and within 15 sub criteria¡ medical equipment with weigh 0/347 were taken most scores.
Modern medical tourism produced by the citizens of developed countries. The high cost of health¡ long treatment process may lead to increased demand for such services in developing countries. There are various internal and external factors such as political¡ social¡ economic and cultural factors that play critical role in choosing a medical tourism destination by patients. The study of international experience shows that initially¡ the cost of medical services was the dominant factor in determining medical tourism destinations. But widespread and intense competition between medical tourism destination countries causes quality as a dominant factor became substitution to medical services costs.
Methods and Materials :This research is an applied study and used a descriptive survey methodology. The initial data were collected to identify the internal factor encouraging medical tourists using document analysis. As result¡ 4 criteria and 15 sub-criteria were identified. It was followed by evaluating and prioritizing the criteria and sub-criteria using Analytic Hierarchy Process (AHP) and then was sent in a questionnaire survey to 30 academics and experts in tourism field. The collected data were analyzed by Expert Choice software.
Discussion and Medical tourism is a new industry that many developing countries have a comparative advantage in this field. This industry formed in Asia after the Asian economic crisis in 1997 and some Countries such as Singapore¡ Thailand¡ Malaysia¡ India¡ Philippines¡ Taiwan and South Korea are pioneer in this industry. Iran have had great progresses in the medical field in recent years and predicted to become an area of medical tourism in the region following a long-term planning from the experiences of other countries in this field. The results of this study indicated that medical resources (0/609) and marketing promotion (0/191) are the most important factors among the evaluated factors. It was also indicated that the sub-criteria medical facilities and quality of medical services with the mean ranks of 0/347 and 0/421 are the first priorities and inefficient bureaucracy and transportation with 0/005 and 0/008 scores were are last priorities in encouraging medical tourists among the evaluated sub-criteria.
Medical tourism is a new form of tourism market which has increasingly grown in recent years as an economic activity based on trade services to explain the link between the medicine and tourism. One of the most important issues that should be concentrated by countries is medical tourism marketing to use the advantages of relative competition. Medical tourism thus is one of the most important areas that have been accounted by developing countries. This is encouraged many developing countries¡ especially in Asia¡ to look for marketing and medical tourists'' attraction in a competitiveness space. The results of this study indicated that the medical resource is one of the most important indicators in choosing medical tourism destination. Also¡ the medical services with appropriate subvention may make special comparative advantage in medical tourists'' attraction.
Comparative results of similar studies in other countries confirm the results of this study. For instance¡ Ricfort has investigated the factors influencing medical tourists in choosing Thailand hospitals as medical tourism destination from the perspective of medical tourists and identified 20 influential factors. It has been reported that¡ factors related to medical sources including the quality of medical services and certified doctors have greatest impact on the choosing of medical tourism destinations. The price of medical services has included as the second priority. Also¡ Yang studied the key success factors in medical tourism marketing from the perspective of travel agencies and medical institutions in Taiwan. The results showed that¡ branding factor is the first priority and quality of medical facilities and medical services are in the next points.
Taken together¡ while such studies are different in their purposes¡ the common result of all is an emphasis on medical resources. They also have included the low-cost services as a second important factor for tourist destination.

Extended Abstract:Introducation Sociologically¡ in a modern world¡ tourism seems a kind of consumption of environment. Obviously¡ a considerable part of this consumption is performed by tourists. Hence¡ tourists play important roles in the process of either development of sustainable tourism and or destruction of it. The tourism is a growing phenomenon and yet having positive and negative environmental effects on tourist areas. To reduce of negative effects of tourism¡ it is necessary to study environmental behaviors and its influencing fctors. Toursists are one of the main groups whose behavior may affect on the environment. Since uncontrolled extension of tourism industry may lead to harm the environment¡ it is execpted that local tourists to have environmental freinedly behavior which can prevent the occurrence of enironmnetal poblems. To study tourists’ behavior toward the environments (e.g¡ local park) will provide proper information for the policy makers to proptect the natural park. The purpose of this research is sociological analyzing of tourists behavior in the Forest Park of the Nour city¡ Mazandaran. The theoretical framework of this survey is based on multiple models (motivation¡ ability and opportunity model and environmental behavior model).
To conduct this research¡ a survey method was used and its target group was composed of people who were visiting the paperk as tourists. The sample of the study was selected by applying convenience sampling method. In the primary stage¡ analyzing of the sample data comfirmed the validity and reliability of questions whereas the reliability coefficient was more than 0/72. Having collected the required data by utilizing questionnaire technich¡ all data were processed by using SPSS software and analyzed by applying descriptive as well as inferential statistics.
Discussion and The results of the survey showed that there was a positive relationship between gender and environmental behavior whereas women have shown more responsible behavior than men. This result was compatible with the results the research conducted by Mehmet Oghlo (2010) an Minsa and De Mensa(2013). The reults of the study also showed that was not relationship between age and environmental behaviors. Age distribution howed that young vistors (at theeage of 15 to 30 year) have expressed more supportive haviours towars he environment compared with other old groups. The result also indicated that there was a clear relationship between education and environmental behaviors whereas tourists with ceriticate of diploma or higher education have expressed better environmental behaviors. This results is compatible with the results achieved by Clodina(2000) where he found a positive relationship between education and environmeal responsible behavior.
Another results of the research can be mentioned as the research found a significant relationship between tourists’ environmental attitudes and environmental behaviors. Thi result is compatible with findings of some researchers like Salehi(2010)¡ Stern(2005)¡ karimzadeh(1389)¡ Shahsaani and Abdollahi(1386). Furthermore¡ findings of this survey showed that there was significant relationship between environmental knowledge and environmental behaviors. Queen et.al(2009) salehi(1389)¡ both have reached the same results in their studies. In other words¡ the result of the current study is compatible with the results of the previous studies.
The result of the study show that there was a significant relationship between opportunity and environmental behaviors. While some researchers like Salehi et al.91391) and Emamgholi(1390) have confirmed this type of hypothesi in their experimental stdies¡ other researcher like Jafarsalehi(1392)¡ found an oppoite result. This means the results of the studies on the relationship between opportunity and environmental behavior still is inconsitence.
Finally¡ the results of Regression Model showed that environmental value was the first variables entered in the model¡ while opportunity was the last one which was entered in the model. This indicates the different roles which these two viables can play in hapig tourists’ behavior in the studied area.
The overall result of this study show that there different factors which are underpinning tourists’ behavior towards the environment. Even in a natural environment like forst part¡ there is no chance to introduce one factor as a determinat variable. However¡ among different surveyed factrs¡ the results show that values and new environmental attitudes are playing importnatnt roles in determining viitors behavior. Values are forming a basement for people behavior and this means that with changing people values¡ we can ecxpect visitors behavior will change towards environmnally sustainable bahviour. More importantly¡ values can play significant role to change vistors’ attitudes towards the environment. It means¡ when people hold enviromnetal values¡ there is very likely that they will show environmental friendly behavior. These results suggested that policy makers should focus on tourists’ values if they want to have their support to protect the environment. With considering vistors’ values and attitudes towards the nevironmnet¡ it is very hard to imagine any proper policy to get supported by toursist. Policy makers like thoese palnners who are working in municipalities can provide supportive opportunities in forest parks to reduce possible environmental problems by educating toursist through new values as Dunlpa calls “new Environmnetal paradigm”.

Extended Abstract: Cemetery tourism is a micro niche market of cultural tourism and through location and/or tourist motivation may have overlaps with other forms of tourism such as war¡ genealogy/legacy¡ thanatourism¡ and in certain cases such as Takht-e- Foulad¡ religious and spiritual tourism. Takht-e- Foulad as one of the oldest and most sacred cemeteries and the Islamic World¡ has great potential in the field of tourism; such as spiritual space and the multiplicity of celebrities buried in it¡ historic and ancientness of site¡ a place to find roots¡ place for historical¡ cultural¡ artistic and sociological studies¡ variety of architectural styles of mausoleum and other forms of art¡ such as calligraphy¡ painting¡ carvings and etc.
This main object of the research is to identifying actual and potential visitor of site¡ designing possible scenarios for the development of tourism in Takht-e- Foulad and introducing the best scenario to develop tourism there. Using attributive and field studies such as observation¡ interviews with experts¡ potential and actual visitors and tourists led to the design of the four scenarios at the research process; is as follows:First scenario: continuation of current practices.
Second scenario: the emphasis on the development and improvement of physical infrastructure and human resources.
Third scenario: the emphasis on the development and improvement of marketing programs with emphasis on the selection of target markets and attracting tourists.
Fourth scenario: defining the new activities in order to offer site to tourists.
Finally¡ although the opinions of experts all four scenarios is important¡ but the second scenario¡ as the best scenario chosen and suggested appropriate strategies for the development of tourism in the history¡ cultural and religious cemetery of Takht- e- Foulad.
Cemetery tourism is micro niche market of cultural tourism that starts since early 1990s in Per- Lachaise¡ Paris. The historical cemeteries have so many potentials in tourism¡ such as spiritual space¡ the multiplicity of celebrities buried in it¡ historic and ancientness of site¡ a place to find Genealogy¡ a place for historical¡ cultural¡ artistic and sociological studies¡ variety of architectural styles of mausoleum and other different forms of art (such as calligraphy¡ painting¡ carvings ¡etc).
Iran has many historical cemeteries that can be considered as one of the attractions in tourist destinations. Tanas (2013:22) believes that” Death is a cultural asset commonly found in contemporary cognitive tourism. The changing character of tourism consumption leads to the discovery of new tourism spaces¡ often long familiar¡ but relatively poorly documented and studied”. Therefore¡ death and all things that related to it can be considered as an attraction for tourists. On other hand¡ cemeteries are part of the city context that in addition to the roles and aesthetic¡ environmental¡ historical and educational features; are social role in the life of yesterday and today.
The literature review shows that cemetery tourism is a micro niche tourism of cultural tourism (Powers Douglas 2005:20) ¡ and generally recognized as a subset of dark tourism (Rojek¡ 1993) ¡ that it overlaps with thanatourism by the focusing on the «death». Also¡ cemetery tourism has many similarities with other forms of tourism¡ including genealogy/ legacy tourism (Ray & McCain¡ 2003¡ 2012) ¡ war tourism (winter¡ 2011:463) ¡ and in certain cases; depending on the cemetery of the case study; religious tourism¡ spiritual tourism and historical tourism. For example¡ Cemetery of «Arlington» in the United States¡ Beskid Niski war cemeteries in Poland and other cemeteries that remaining of the world war II¡ after Per- Lachaise are important attractions for tourists.
Dark tourism includes all issues referring to the origins and consequences of tourism connected with death and cruelty¡ involving trips to disaster areas and sites of mass death¡ genocide or murder (Lennon & Foley 2000¡ Stone 2006). Thanatourism (Seaton 1996¡ 2002¡ Dann & Seaton 2001) is treated as a subtype of dark tourism where death is the object of interest and derives from thanatopsis - death contemplation. Thus¡ thanatourism should be considered from the following perspectives:•• the personal qualities and achievements of the dead person or persons;
•• the character¡ history and interpretation of the event or site connected with death;
•• motivations and needs (education¡ homage¡ adventure¡ excitement¡ entertainment) ¡ effects (psychological¡ social¡ economic) (Tanas¡ 2013:23). legacy tourism is one of the emerging form in heritage tourism (Ray & McCain¡ 2001:340). Spiritual tourism providing as a phenomenon in the travel and tourism industry and it is defined a self-improvement project to improve the spirituality (Norman¡ 2012:20). One of the main motivations of visitors to the spiritual space has been in Takht- e- Foulad¡ so it can be one of the most important forms of tourism in Isfahan¡ Iran¡ especially with the motivation of religious tourism and pilgrimage.
Takht- e- Foulad is the greatest and holiest cemetery in Shiism world after “Vadiolsalam” in Najaf that the tomb of many of the famous men¡ jurisprudents¡ philosophers¡ Gnostics¡ martyrs¡ literary men and artists exist there. Takht- e- Foulad has a collection of the most beautiful architectural structures for the tombs¡ mosques¡ cisterns¡ etc. the finest samples of calligraphy¡ stonecutting¡ etc.
This study aimed to introduce the phenomenon of cemetery tourism by review on the literature. In this study¡ 3 questionnaires utilized. Purpose of first questionnaire is to ask tourists and visitors of Isfahan about visiting Takht- e- Foulad.
The goal of the second questionnaire is to identify¡ classify and evaluation of the opinions of the de facto tourists and visitors of Takht- e- Foulad. Finally¡ according to the results of questionnaires and the scenarios and strategies that had been proposed¡ the third questionnaire was designed to assess the views of experts to select the best scenario.
Discussion and Review results shows that 60. 2% visitors and tourists of Isfahan do not know Takht- e- Foulad¡ while about 85 % of tourists can be targeted as the potential market for Takht- e- Foulad.
The second survey results shows that for development of tourism in Takht- e- Foulad¡ requiring the development of tourism infrastructure (such as database for tourists and visitors) ¡ the development of promotional and marketing tools and development of activities which are attract for tourists. So¡ four scenarios were defined for development of tourism in Takht- e- Foulad.
With respect to the views of experts¡ Takht- e- Foulad managers should consider the following in order of importance:Change of Takht- e- Foulad from a tourism source to tourist attraction¡ with emphasis on the improvement and development of human resources and physical infrastructure required for the development of tourism.
Marketing actions and extensive research and right policies to select the appropriate target market by taking a combination of both internal and external tourism market.
Current partially effective measures that should be a stronger and more efficient.
Define new activities for groups with special interests who ordered it

Improving the sustainable livelihoods of local people has received growing attention during the last two decades and has become one of the main goals of sustainable rural development. One of main approaches to improve rural livelihood is development of rural tourism. It is suggested that a sustainable livelihoods approach is useful¡ particularly in poor communities¡ because people gain their livelihoods through multiple activities rather than one formal job. Sustainable livelihoods are a people-centered paradigm which emphasizes people’s inherent capacities and knowledge and is focused on community level actions. Therefore tourism based activity as new livelihood approach must be incorporated into an existing system. Among other things¡ a sustainable livelihoods approach involves the development of short-term coping mechanisms and longer-term adaptive capacities that enhance the abilities of individuals and communities to deal with changing circumstances. Therefore it is useful to explore how tourism is and might be affected on rural livelihood. Hence current research was designed to investigate the impact of tourism on sustainable rural livelihoods in the Golestan province.
Material and The research design was semi-experiment and carried out based on survey strategy. Questionnaire tools and interview method were used in order to data gathering. The target population include 13180 heads of household within 37 tourism target village in Golestan Province which 170 heads of households from tourism village and 130 from non-tourist villages were selected. Classify random sampling method with appropriate allocation were used. Validity of the questionnaire based on the views of experts and the reliably of the questionnaire based on calculated Cronbakh-Alpha coefficient were confirmed. Data were analyzed using SPSS16 and Excel. 5-point Likert-type scale ranging from 1 (strongly disagree) to 5 (strongly agree) was used for all attributes. One-sample t-test¡ independent sample t-test¡ chi square test were used to data analyzing.
Discussion and The Golestan province and its villages are well used by national tourists during the peak spring and summer months. Economy of the village is based on agriculture (farming¡ livestock and horticulture) and services related to a growing tourism sector. Standard demographic questions were asked of each respondents¡ including age (with a mean age of 35.08 in tourism village and 38.83 in non-tourism village)¡ gender (about 85.9% men in tourism village and 83.9% in non-tourism village)¡ education (with a mean education of 9.7 in tourism village and 9.32 in non-tourism village)¡ household income (with a mean income of 14.189 million Tomans per year in tourism village and 10.390 in non-tourism village).
Results of one-sample t-test to assess livelihood showed that all five form of assets in two groups of village were lesser than average and in inappropriate position. The results of independent sample t-test showed that average means of physical¡ financial and overall assets in tourism villages were more than in non-tourism villages. Moreover the results of Friedman test revealed that some activities such “selling local dairy products”¡ “selling local costume” and “agronomy” had high importance as livelihood strategy in tourism villages. While in non-tourism village activities such agronomy¡ labor forcing¡ animal husbandry have high importance. The results of chi-square test indicated that most important vulnerable situation for positive trends in two groups of village are change of seasonality that encounters rural livelihoods with an unsecured position and the negative trends in rural tourism are critical trends predict that most important issues in the context of the vulnerable. The results of one-sample t-test to assess the livelihood impacts of tourism showed that except the environmental impacts¡ the other tourism impacts were in suitable position. Finally the most important economic impacts of tourism include “increase in prices of goods (such as food¡ housing¡ etc.)”¡ most important social impacts contain “presenting local culture” and “increased cultural trade-off with tourism” most important environmental impact include “increase in people awareness about the environment preservation” and finally most important institutional impacts include “increased pay attention from regional governments and other responsible stakeholder”.
Based on the findings¡ some main conclusions were drawn. First Livelihood of household in rural are general has slightly improved¡ however livelihood of tourism villages was slightly better than that of non-tourism villages. Another conclusion was the negative environmental impacts in tourism villages. In addition slow improve of livelihood were major concerns in the study area. Hence¡ the potentials for improving livelihood of household in both tourism and non-tourism villages include raising awareness¡ providing environmental training and increasing skill level related rural handicrafts¡ besides bringing improvements in other decision variables. Participation of local people in providing security and planning in tourism development¡ ban on entry into sensitive areas and extending rural market¡ fair and providing skill training are other recommendation of this research

Extended Abstract :The role of local residents in decision-making for tourism development is crucial so that¡ towards a successful and sustainable tourism¡ the influence of residents and its effect as reception and cooperation with tourists becomes essential. The goal of this paper is to provide some knowledge about the support level of rural residents living in the villages of forest regions in Sajadrood Rural District for the development of tourism¡ as well as determining factors affecting the level of support. The present research is of practical type and employs a descriptive-analytical method based on the survey. Also¡ the data for each variable were collected through questionnaires and interviews. In this research¡ the statistical population is 1885 heads of households. Out of which¡ 250 heads of households are considered as the sample society. In order to analyze the data¡ we used descriptive statistical methods and inferential statistical tests such as Pearson and Cramer correlation tests and stepwise regression models. Results obtained offer the support level of rural residents living in the villages of forest regions for tourism development to be high¡ where there found to be a meaningful relationship between the support level of residents for tourism development and variables such as age¡ education levels and jobs. Moreover¡ the residents’ attitudes to social and economic impacts and outcomes have a meaningful and direct (positive) effect¡ and their attitude to environmental impacts and outcomes have a meaningful and inverse (negative) effect on the level of support for tourism development in the villages of forest regions. Amongst the variables¡ furthermore¡ the most influence over the residents’ support is related to the residents’ attitudes to economic impacts and outcomes.
Forest areas as fragile and vulnerable ecosystem with a lot of tourism attractions to develop ecotourism and as territory for local small communities living in some areas of the world are very important. So management and planning of tourism development based on local community in these areas is essential for successful development of tourism. Previous studies demonstrate¡ when can benefited from local community potential support¡ that their attitudes toward to tourism impacts is positive. In this regard understand and even predicting attitude of residents from tourism development and factors that can influence their reactions is essential to achieving resident’s protection to tourism development. Therefore¡ considering the importance of resident’s protection level from tourism development¡ the research tries to investigation this issue as a case study in forest rural of Sajadrood district. In this regard the research question as follows: what level of resident’s protection forest areas from tourism development and influence of which factors.
The purpose of this study recognition amount of support and welcomed residents from tourism development in forest area rural and investigation influence factors. Data related to each of research variables have been collected by questionnaires and interviews and questions are designed in the form of liker scale. In this study headed households are unit of analysis¡ to complete questionnaires among of heads of households was done sampling. According to Cochran sampling method sample size 250 persons calculated. For measuring reliability used Cornbrash’s alpha coefficient that is equal 0.85 and represents that it acceptable. In order to analysis of data used the statistical methods - descriptive statistics and dedicational statistical tests- in spss software.
Discussion and Totally¡ according to survey study attitude residents relative to the general effects of tourism development and benefits and costs is positive. Because have believed more than 80 percent of residents interests and benefits from the tourism development is more from costs and negative consequences¡ and in other hand residents general effects and consequences of tourism development with the average rating of 3.45 is considered desirable.
Generally¡ residents dispersed forest rural in area¡ support the tourism development in high level¡ the average rating of 3.74 reflects of this claim. But the levels of resident’s protection are different in terms of some demographic characteristics.
In addition to relationship between demographic characteristics respondent with amount of tourism development support in study area¡ how attitude of host society relative to the economic¡ social and environmental impacts on dependent variable - host community support – used the multivariate linear regression model to stepwise method. Generally correlation coefficient between all independent variables with amount of support as a dependent variable equal to 0.41 and alpha value less than 0.001 that represents significant. On the other hand considering amount of coefficient of determination for this model (17%) that means 17% of dependent variable changes¡ explained by independent variables -namely attitude of residents relative to economic¡ social and environment effects.
The results indicate that there is a significant relationship between some of demographic characteristics and support of tourism development. In this context and with the results achieved by Haralambopoulas and pizam (1996) as well as Weaver and Lawton (2001) show that young people are more supportive of tourism development. The results'' absence of significant relationship between gender and education level with amount of tourism development support the findings of Pizam (1978)¡ Mason and Cheyne (2000) about relationship significant between gender and protection and findings cores (1998)¡ tee¡ Sonemez and Cirakaya (2002) about relationship between education and support is conflict.
Well as there is a significant relationship between attitudes of residents to the tourism effects and support it. Using regression model it was found economic effects and thereafter social – cultural impacts in order have the most positive and direct influence supporting host community of tourism development and opposite environmental effects was negation and reciprocal. In understood effects (economic¡ social-cultural and environmental) on supporting with findings Jurowski et al (1997)¡ Perdue et al (1997) and Boley et al (2014) aligned. Totally¡ given that residents Interests and benefits of tourism development have understood more of its cost therefore¡ despite resident’s awareness from negative and consequences environmental effects and serious concerns residents in this context Support from tourism development in the area.

Extended Abstract :Since 1990¡ film tourism has become more noticeable and discussed and some countries have started to promote it more actively. The purpose of this research is to identify and prioritize film tourism marketing activities in Iran. For this purpose¡ film tourism marketing activities were discussed in previous research literature. Hudson and Ritchie (2006) created a film tourism marketing opportunities model that formed the basis for later research. In this study¡ this is the type of applied¡ descriptive-survey research incorporated¡ which producers of films and TV series in Tehran used for statistical population and assessment. In order to obtain this information¡ the researcher created a questionnaire¡ which¡ by using judgmental and Snowball sampling method¡ was distributed and completed. 80 questionnaires were distributed and 47 effective questionnaires were collected. The data was analyzed with SPSS software and research findings discovered¡ according to the results of one-sample T test¡ all indicators are very important. The result of the Friedman test prioritization criteria is as follows: leveraging the film¡ generating media publicity¡ encouraging studios to film in location¡ and promoting film locations. Finally¡ components of each of the indicators are prioritized and based on the findings and¡ in order to promote film tourism in the country¡ necessary proposals are presented.
The influence of films on consumers'' lives has led to tourism destination selection. According to Butler (1990)¡ people often choose their tourist destination depending on what they have seen at popular audiovisual means. Spectators¡ therefore¡ become strongly motivated to visit cinematic locations. Films create images for represented places; these images survive for decades and create an identity for the destination. All countries try to promote their tourist products by using various marketing techniques. It seems that¡ while traditional advertising techniques have realized diminishing effectiveness¡ communication¡ via product placement¡ is better targeted¡ more sophisticated and more widely received) Vagionis and Loumioti¡ 2011). In a survey conducted with 140 destination-marketing organizations around the world¡ Hudson and Ritchie (2006) found that 96% of respondents admitted that they should be more active in drawing on tourism-inducing film production (Rosch¡ 2010:224). Nevertheless¡ due to the prevalence of English films¡ there is a shortage of research concerning films shot in non-Western settings and not in the English language. The literature also revealed that there is a deficiency of information and studies on the issue of film-induced tourism in the Middle East (Soliman¡ 2011). Since film tourism is a new concept in Iran''s tourism industry¡ this article seeks to provide guidelines for film tourism marketing opportunities in the country.
This is an applied¡ descriptive-survey study from the research method perspective. Data is gathered through secondary and primary sources. The assessment tool is a questionnaire¡ which is designed based on the Hudson and Ritchie (2006) film tourism marketing opportunities model. The questionnaire is divided into two sections. The first part includes questions regarding the following areas: 1) gender 2) age 3) experience in the film industry 4) making or not making a film intended to introduce a tourist attraction¡ and 5) familiarity with film tourism. The second part asks respondents to indicate on a Likert-type scale of 1 to 5 how important each of the 31 marketing activities is for generating film tourism. The designed questionnaire is delivered to the professors of the field of tourism and its validity is verified. The questionnaires were distributed in April¡ May and June 2012. Producers of film and television series in Tehran form the statistical population. 80 questionnaires using judgmental and snowball sampling were distributed and 47 effective questionnaires were collected.
Discussion and SPSS (Statistical Package for the Social Sciences) was used for the statistical analysis. After testing the questionnaire¡ the overall Cronbach''s coefficient alpha was 0.93. The Kolmogorov Smirnov test for normality showed that the distribution was normal. Appropriate analysis was made by utilizing one sample T-test and Friedman.