فهرست مطالب

برنامه ریزی و توسعه گردشگری - پیاپی 24 (بهار 1397)

نشریه برنامه ریزی و توسعه گردشگری
پیاپی 24 (بهار 1397)

  • تاریخ انتشار: 1397/03/30
  • تعداد عناوین: 7
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  • محمود ضیائی *، دیاکو عباسی صفحات 8-37
    توسعه ی گردشگری پایدار به عنوان یک راهبرد مدیریتی برای مقصدها اهمیت ویژه ای پیدا کرده است. با این وجود بین مفهوم توسعه گردشگری پایدار و پارادایم اصلی یعنی توسعه ی پایدار به لحاظ نظری و اجرایی گسستگی هایی وجود دارد. هدف اصلی این مقاله بحث و بررسی پیرامون مهمترین چالش های نظری و عملی پیشروی مفهوم پارادایم توسعه ی گردشگری پایدار است. روش شناسی تحقیق مرور محتوایی پیشینه ی تحقیق و نظریات این حوزه است. در این مقاله سناریوهای مختلف توسعه ی پایدار گردشگری و پویایی های توسعه ی مقصدهای گردشگری در طول سه مسیر مجزای اورگانیک، افزایشی و ترغیبی که بر اساس یک پراگماتیسم محیطی در نهایت همگرا می شوند، نیز مورد بحث قرار می گیرد. در کنار مباحث نظری یاد شده یافته های این تحقیق شناسایی مهمترین چالش ها و نقدهای مفهومی و اجرایی است که توسعه ی گردشگری پایدار از دو وجه عرضه و تقاضای گردشگری با آن مواجه است. از وجه عرضه با چالش های چون ماهیت پیچیده ی سیستم گردشگری و وابستگی مقصد به کلان سیستم های خارجی و از وجه تقاضا با چالش های چون ماهیت منحصر به فرد تولید و مصرف تجربه ی گردشگری و اندازه ی واقعی بازار تقاضای گردشگری مواجه است. در پایان نیز برخی از مهمترین پیشنهادات و تکنیکهای اجرایی سناریوهای توسعه گردشگری پایدار برای موقعیت ایران ارائه شده است.
    کلیدواژگان: توسعه ی گردشگری پایدار، رویکردها، چالش ها، مدیریت، برنامه ریزی
  • جواد یوسفی * صفحات 38-58
    امروزه تولید خدمات با کیفیت نقش مهمی در اقتصاد کشورها دارد. گردشگری به عنوان یک صنعت خدماتی در صورت ارائه خدمات با کیفیت می‏تواند اثر قابل ملاحظه‏ ای در اقتصادیک منطقه داشته‏ باشد. بنابراین ضروری است میزان رضایت گردشگران از خدمات ارزیابی شود. یکی از راه‏ها برای این مهم سنجش شکاف‏های موجود میان انتظارات و ادراکات گردشگران از خدمات است. برای افزایش رضایت گردشگران در مقصدهای گردشگری مذهبی باید کیفیت خدمات گردشگری مطلوب باشد، لذا در این تحقیق با استفاده‏ از روش تحلیل اهمیت – عملکرد شش شاخص خدمات گردشگری در مقصدهای مذهبی ارزیابی شد. جامعه مورد مطالعه فرهنگیان شهر بیرجند و حجم نمونه 96 نفر بوده‏است. نتایج نشان داد مقصدهای مورد مطالعه ‏از نظر امکانات و تسهیلات رفاهی با توجه به ‏اهمیت بالای آن از نظر گردشگران وضعیت مناسب و رضایت بخشی ندارند و بیشترین شکاف بین اهمیت و عملکرد (رضایت) به میزان 69/1 در این رابطه وجود دارد؛ بنابراین اولویت راهبردی دستگاه‏های متولی دولتی باید در این راستا متمرکز شود. در مورد دو عامل شرایط جغرافیایی و نظم و بهداشت مشخص شد اهمیت آن‏ها از نظر گردشگران بالاست و عملکرد مقصدها نیز از نظر گردشگران بالاتر از حد متوسط است و مقدار شکاف در این موارد 09/1 و 39/1 است. در خصوص شاخص‏ های حمل و نقل و عوامل فرهنگی علیرغم اهمیت پایین‏تر از حد متوسط از نظر گردشگران، عملکرد مقصدها بالاتر از میانگین تعیین گردید؛ در این موارد نیز شکاف موجود به ترتیب 93/0 و 65/0 به دست آمد. بنابراین می‏توان گفت بیشترین رضایت در بین شاخص‏های خدمات گردشگری مربوط به عوامل فرهنگی و سپس حمل و نقل و شرایط جغرافیایی است.
    کلیدواژگان: اهمیت، عملکرد، خدمات گردشگری، گردشگری مذهبی، مدیریت مقصد، بیرجند
  • اکبر قاسمی یالقوزآغاج، احمد اسدزاده *، محمدحسین ایمانی خوشخو، یونس جبارزاده صفحات 59-81
    گردشگری درمانی یکی از مهمترین بخش های صنعت گردشگری است و منافع اقتصادی و اجتماعی زیادی دارد. هدف این مطالعه بررسی تاثیر عوامل انگیزشی گردشگری درمانی بر قصد رفتاری می باشد. تحقیق حاضر از نظر هدف، کاربردی و از نظر شیوه ، توصیفی تحلیلی است. برای تجزیه و تحلیل داده ها از روش مدلسازی معادلات ساختاری استفاده شده است. ابزار اصلی گردآوری پرسشنامه است. تعداد 285 پرسشنامه به روش نمونه گیری تصادفی ساده، بین جامعه آماری تحقیق شامل گردشگران درمانی توزیع گردید. برای بررسی روایی پرسشنامه از روایی محتوایی، تحلیل عاملی، روایی همگرایی و افتراقی استفاده شد. مقدار آلفای کرونباخ بیش از 0.80 بدست آمد. نتایج نشان می دهد ارتباط مثبت و معناداری بین عوامل انگیزشی و ادراکی گردشگران درمانی و قصد رفتاری آنها وجود دارد. عامل کیفیت بیشترین تاثیرگذاری را بر تصویر مقصد درک شده و قصد رفتاری دارد. همچنین کیفیت درک شده بیشترین تاثیر را بر قصد رفتاری گردشگران درمانی دارد. با توجه به اینکه توسعه این صنعت نیازمند نگاه سیستمی و جامع می باشد، بنابراین باید استراتژی مناسبی برای بهبود کیفیت خدمات و توسعه زیرساختهای فنی و تخصصی در مناطق مقصد گردشگری با هماهنگی میان سازمان های مرتبط با این بخش، در سطوح کلان و خرد تدوین و اجرا شود.
    کلیدواژگان: عوامل انگیزشی، گردشگری درمانی، قصد رفتاری، تصویر مقصد، کیفیت درک شده
  • ابولحسن حسینی *، محمدرضا طبیبی، پریسا عالی نتاج صفحات 82-101
    پژوهش حاضر به تاثیر شدت رقابت بر عملکرد سازمانی با توجه به متغیر تصویر برند و مدیریت منابع انسانی راهبردی می پردازد. پژوهش حاضر بر اساس هدف یک پژوهش کاربردی و از نظر جمع آوری داده ها، پیمایشی - توصیفی است. جامعه آماری پژوهش، هتل های استان مازندران می باشد که از طریق نمونه گیری تصادفی، اطلاعات از 32 هتل بصورت پرسشنامه جمع آوری و مورد تجزیه و تحلیل قرار گرفت. برای تجزیه و تحلیل داده های جمع آوری شده و انجام تحلیل عاملی تاییدی و آزمون الگوی پژوهش از نرم افزارPLS و همچنین به منظور بررسی پایایی و آمار توصیفی از نرم افزار SPSS استفاده شده است. نتایج تحلیل داده ها با نرم افزار پی ال اس نشان داد که شدت رقابت تاثیر مثبت و معناداری بر راهبرد تصویر برند دارد و تصویر برند نیز تاثیر مثبت و معناداری بر عملکرد سازمان دارد. همچنین نتایج تحلیل نشان می دهد که شدت رقابت تاثیری بر مدیریت منابع انسانی راهبردی ندارد و همچنین مدیریت منابع انسانی راهبردی نیز تاثیر معناداری بر عملکرد سازمان ندارد.
    کلیدواژگان: شدت رقابت، تصویر برند، مدیریت منابع انسانی راهبردی، عملکرد سازمانی
  • فریبرز رحیم نیا *، محمد غلامی، سعید نصرتی صفحات 102-122
    با وجود اینکه امروزه منافع فراوان جو بخشش درک شده در سازمان ها مورد تایید قرارگرفته است، بسیاری از کسب وکارهای فعال درزمینه ارائه خدمات، خصوصا در صنایع مرتبط با گردشگری، از این مقوله مهم غافل مانده اند. از این منظر، تحقیق پیش رو درصدد بررسی تاثیر جو بخشش درک شده بر رفتار یادگیری، رضایت شغلی و تمایل به ترک شغل بوده و علاوه بر آن، به بررسی نقش میانجی گری رفتار یادگیری در روابط متغیر مستقل و وابسته می پردازد. لذا این پژوهش به لحاظ هدف کاربردی است و با توجه به اینکه در این تحقیق با استفاده از پرسشنامه، تلاش می شود که میزان و نوع روابط بین متغیرها، برای پاسخ به مسئله ای علمی، در دنیای واقعی موردبررسی قرار گیرد، لذا این تحقیق به لحاظ روش انجام کار از نوع پیمایشی است. جامعه آماری تحقیق، متصدیان پذیرش هتل آپارتمان ها و مهمان پذیران شهر مشهد است که بر اساس آمار و اطلاعات موجود (در زمان تحقیق) تعداد آن ها حدود 580 نفر است. نتایج تحقیق نشان می دهد که جو بخشش درک شده دارای تاثیر مثبتی بر رضایت شغلی و رفتار یادگیری کارکنان است، بااین حال برخلاف فرضیه مطرح شده در تحقیق، رابطه میان جو بخشش درک شده و تمایل به ترک شغل مورد تایید قرار نگرفت.علاوه بر این نقش میانجی گری رفتار یادگیری در ارتباط میان جو بخشش درک شده، رضایت شغلی و تمایل به ترک شغل نیز مورد تایید قرار گرفت.
    کلیدواژگان: جو بخشش درک شده، رفتار یادگیری، رضایت شغلی، تمایل به ترک شغل
  • علی اکبر عنابستانی *، زهرا مظفری صفحات 123-145
    گردشگری کشاورزی به عنوان راهبردی بدیل، می تواند در زمینه توسعه پایدار روستایی و کشاورزی کمک شایانی نماید. بدین منظور پژوهش حاضر به بررسی عواملی که نقش مهمی در گرایش روستاییان به فعالیت های گردشگری کشاورزی دارند پرداخته است، تا بتواند به روند توسعه مناطق روستایی شدت بخشد. جامعه آماری پژوهش مورد نظر شامل روستاهای گردشگری دهستان فضل بخش شهرستان نیشابور با 4527 نفر جمعیت و 1325خانوار می باشد. حجم جامعه نمونه 261 نفر از سرپرستان خانوار در روستاهای نمونه گردشگری در این دهستان می باشد که با استفاده از روش نمونه گیری سهمیه ای و تصادفی ساده و با استفاده از فرمول کوکران انتخاب شدند. روش گردآوری داده ها؛ میدانی و با استفاده از ابزار پرسشنامه می باشد. روش تحلیل داده ها با استفاده از آزمون t test، تحلیل عاملی و آزمون همبستگی پیرسون می باشد. در آزمون تحلیل عاملی گام نخست برای اطمینان از کفایت نمونه گیری و تشخیص مناسب بودن داده ها برای انجام تحلیل عاملی، آزمون کایزر مایر(KMO)و بارتلت به کار رفت؛ با توجه به اینکه شاخص کایزر مایر برابر با 711/0 با سطح معناداری 000/0 به دست آمد، نتایج آزمون کفایت حجم نمونه و مناسب بودن داده ها برای انجام تحلیل عاملی را نشان داد پس از اجرای تحلیل عاملی، مطابق نتایج ماتریس عاملی چرخش یافته 8 عامل با مقدار ویژه بالاتر از 1 و بار عاملی بالاتر از 4/0 استخراج گردید. مجموع درصد واریانس تبیین شده 8 عامل استخراج شده است که به ترتیب آموزش و مهارت با میزان واریانس 16/10 درصد، به عنوان عامل اول؛ عامل حمایت ها و سیاستگذاری دولتی، با میزان واریانس 89/7 درصد به عنوان عامل دوم؛ عقاید غیرتوسعه ای و نوع نگاه کشاورزان با درصد واریانس 5/6 درصد، به عنوان عامل سوم نامگذاری شد و دسترسی به شهر، با میزان واریانس 25/5 درصد به عنوان عامل هفتم و اعتماد به نفس و ریسک پذیری، با واریانس 072/5 درصد به عنوان عامل هشتم نامگذاری شدند. همچنین نتایج حاصل از آزمون ضریب همبستگی پیرسون نشان می دهد که بین گرایش به گردشگری کشاورزی و متغیرهای مربوط به(میزان سن، نوع شغل، میزان تحصیلات، میزان درآمد، میزان کار در مزارع و باغات و میزان رفت و آمد به شهر در طول هفته) رابطه وجود دارد. بنابراین به منظور توسعه گردشگری کشاورزی فقط ابتکار و تلاش صاحبان مزارع گردشگری کافی نیست، بلک نیازمند برنامه ریزی، دریافت حمایت های مالی و آموزشی لازم، زیرساخت ها و تسهیلات عمومی مناسب و مشارکت فعال مقامات و معتمدین محلی نیز می باشد.
    کلیدواژگان: گردشگری کشاورزی، عوامل موثر بر گرایش روستاییان به گردشگری کشاورزی، دهستان فضل، توسعه روستایی
  • همت الله رورده *، طاهر صفرراد، هاجر شیردل صفحات 146-163
    مطالعه حاضر با هدف بررسی پیامدهای گرمایش جهانی و اثرات آن بر مناطق گردشگری سواحل جنوبی دریای مازندران صورت گرفت. در این مطالعه توصیفی-تحلیلی که روی هشت مرکز سینوپتیک استان های گیلان، مازندران و گلستان صورت گرفت، به کمک شاخص اقلیم گردشگری TCI و آزمون آنالیز واریانس یک طرفه وضعیت موجود گردشگری استان ها به صورت ماهانه، فصلی و سالانه موردبررسی قرار گرفت. به کمک رگرسیون خطی چندگانه و بر اساس اطلاعات موجود، این شاخص تا سال 2100 میلادی پیش بینی و با آزمون آنالیز واریانس یک طرفه با اندازه گیری مکرر روند تغییرات این شاخص بررسی شد. کلیه آزمون ها در نرم افزار SPSS نسخه 24 انجام گرفت. بین شهرهای استان گیلان، مازندران و گلستان اختلاف معنی داری ازنظر شاخص TCI وجود داشت. (P
    کلیدواژگان: گرمایش جهانی، گردشگری، TCI، تغییرات اقلیمی، سواحل جنوبی دریای خزر
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  • Mahmood Ziaee *, Diako Abbasi Pages 8-37
    Extended Abstract :Sustainable tourism development recently as a management strategy for destinations has got special significant. However, there is Discontinuities between concept of sustainable tourism development (STD) and original paradigm that STD derived from it, means sustainable development, in terms of theoretical and practical viewpoints. The main goal of paper discusses and analyze around the most important practical and theoretical challenges that sustainable tourism development has face with them. The research method is literature content review of this field. This paper, Also, review different frameworks of sustainable tourism development. Dynamics of tourism destination development during the three Separate ways that according one environmental pragmatism move to sustainable mass tourism and finally converge will be discussed. Finding of this paper is identifying the most important theoretical and practical challenges and critics of sustainable tourism development form demand and supply viewpoints. At the end, some of most important tools and practical techniques of sustainable tourism development for the situation like Iran will be recommended.
    Introduction
    Sustainable tourism development has been described as a ‘positive approach intended to reduce tensions and friction created by the complex interactions between the tourism industry, visitors, the environment and the communities which are host to holidaymakers’, whilst, more ambiguously, the Brundland Report’s widely cited phrase is unashamedly paraphrased in defining sustainable tourism development as ‘development [which] meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future’. The concept of sustainable tourism development had, by the mid-1990s ‘achieved virtual global endorsement as the new [tourism] industry paradigm’. Since then, it has maintained this position. At the international, national, local and industry sectoral levels, a plethora of policy documents, planning guidelines, statements of ‘good practice’, case studies, codes of conduct for tourists and other publications have been and continue to be produced, all broadly concerned with the issue of sustainable tourism development. Moreover, the concept of sustainable tourism continues to enjoy recognition and support in global development policy circles (Sharpley & Tefler 2015). For example, the World Summit on Sustainable Development (WSSD), held in Johannesburg in 2002 (‘Rio ’, following on from the Earth Summit in Rio de Janeiro in 1992), called for the promotion of ‘sustainable tourism development . . . in order to increase the benefits from tourism resources for the population in host communities whilst maintaining [their] cultural and environmental integrity’ (WSSD, 2002, IV, Para 43). More recently, the Outcome Statement of the 2012 United Nations Conference on Sustainable Development (‘Rio ’) similarly states: 130. We emphasize that well-designed and managed tourism can make a significant contribution to the three dimensions of sustainable development, has close linkages to other sectors, and can create decent jobs and generate trade opportunities . . . We call for enhanced support for sustainable tourism activities and relevant capacity-building in developing countries in order to contribute to the achievement of sustainable development (UN, 2013a).
    To a great extent, criticism focused specifically on the phenomenon of mass tourism. In other words, problems associated with the development of tourism were widely considered to reflect, in particular, the alleged ‘crisis’ of mass tourism (Poon, 1993). It is not surprising, therefore, that the concept of ‘alternative’ (to mass) tourism gained support as a potential means of minimising the negative consequences of tourism while optimizing the benefits both to the destination and to tourists (see Smith & Eadington, 1992). Proposing new, integrated and environmentally benign forms of tourism development, alternative tourism formed the foundation for the concept of sustainable tourism development which, throughout the last two decades, has remained the dominant approach to the promotion, management and practice of tourism.
    However, given the fact that the concept of sustainable tourism development is, in essence, a sector-specific application of sustainable development, it is logical to assert that ‘those who insert the word “tourism” between “sustainable” and “development” . . . [should] . . . ensure that, under all circumstances, the resultant principles of sustainable tourism are also principles of sustainable development’ (Hunter, 1995: 163). Means, sustainable tourism should be considered a potential means of achieving sustainable development; that is, any form of tourism should itself be (a) environmentally sustainable and (b) be able to contribute indefinitely to broader sustainable development policies and objectives. Evidently, (a) is also a prerequisite to (b). In fact, there is Discontinuities between concept of sustainable tourism development (STD) and original paradigm that STD derived from it, means sustainable development, in terms of theoretical and practical viewpoints (Adopted from Sharpely & Tefler, 2015). The main goal of paper discusses and analyze around the most important practical and theoretical challenges that sustainable tourism development has face with them.
    This paper, Also, review different frameworks of sustainable tourism development. Dynamics of tourism destination development during the three Separate ways that according one environmental pragmatism move to sustainable mass tourism and finally converge will be discussed. Sustainable mass tourism (SMT) approach as the desired and impending outcome for most destinations is occurring along three distinctive paths in an evolutionary manner that reflects environmental pragmatism. The market-driven ‘organic’ path describes the conventional tourism area life cycle model of Butler, whilst the regulation-driven ‘incremental’ path entails deliberate alternative tourism (DAT) in which carrying capacities are gradually increased to accommodate higher visitation levels. The hybrid ‘induced’ path describes planned mega-resorts conceived as growth poles. Each model is invested with its own specific planning and management implications (weaver, 2012). At the end, some of most important tools and practical techniques of sustainable tourism development for the situation like Iran will be recommended.
    Materials And Methods
    The research has been studied qualitatively via documentary research and content analysis strategy methods, where multiple meaning can be inferred from a text. Such an analysis can be regarded a research methodology which contributes to content interpretation of the data. Moreover, adopting a comparative approach, this paper compares and contrasts the perspectives concerning sustainable tourism development, and presents its finding in separate tables.
    Discussion and
    Conclusion
    It is significant approach that sustainable tourism development needs a global, holistic and more applicable perspective. That is, sustainable tourism development and its principals is a theatrical perspectives but one of unpredictable and Uncounted socio-economic events, processes and institutions that potentially contribute to broader sustainable development policies. Tacitly, therefore, the principles and perspectives of sustainable development should also be applicable to tourism on a holistic, global scale, Instead of being hidden, ‘alternative’ developments. But, as discussed, tourism as a specific economic sector, social phenomena and social institution, does not adapted easily onto the sustainable development approach. Currents and Challenges likes political-economy tourism industry, the lack of ownership and control on the rest of tourism sector, scale and tourism consumption all serve to challenge the fundamental principles of, and requirements for, the achievement of sustainable development and, as a consequence, ‘sustainable tourism’ has become defined by the local rather than global. The conclusion must be, therefore, that there is a need to divorce tourism, as a development agent, from what has proved to be the restrictive paradigm of sustainable development.
    Keywords: Sustainable Tourism Development, Approaches, Challenges, Management, Planning
  • Javad Yousefi * Pages 38-58
    Nowadays, service quality plays an important role in the economies of the various countries. Tourism as a service has a significant effect on the economy of a region, so it should provide its services more qualify. Therefore, it is necessary to evaluate the satisfaction of tourists from the services. Measuring existing gap between the expectations and perceptions of tourists from the service is one of the ways to use. In order to increase the satisfaction of tourists in religious tourism destinations, the quality of tourism services should be desirable. Religious tourism is one of the most prolific forms of tourism in Iran and South Khorasan province. Specifically in the city of Birjand and some around countries there are holy shrines and places that attract religious tourists. So services in these destinations must be more desirable to satisfy tourist’s experience. In this research by an Important-Performance Analysis (IPA) technique, six factors of services in religious tourism destinations were evaluated by tourists. According to results, tourists that are reviewed were not satisfied in terms of facilities and amenities and the greatest gap between importance and performance as much as 1.69 was in this regard. About the geographical conditions and environmental order and hygiene factors identified that their importance and performance were higher than the mean. The gaps in the regulation and environmental health were 1.39 and 1.09 for geographical conditions. Transportation and cultural factors despite lower-than-average importance tourist’s points of view, destinations performance was higher than the average. Importance and performance of price and accessibility of goods and services for tourists is lower than the average assessed and the gap in this case is calculated as 1.26. So the most desirable indicators of religious tourism are cultural factors and transportation and then geographical conditions.
    Introduction
    Today, religious tourism, with its various components and varieties, has been able to accommodate itself in the context of the world's tourism, due to its structural and functional features, so that its sphere of influence is encompassed throughout the world. Therefore, it is necessary to analyze each aspect of religious tourism services to improve them for achieving destination competitive advantage.
    Material and
    Method
    This research is a descriptive-analytical research that the method of data collection is a researcher-made questionnaire, and the Likert scale was used to measure the indicators used. In order to receive accurate and complete answers, 100 questionnaires were distributed, 4 of which were excluded due to defects. For data analysis, the Importance-Performance Analysis (IPA) method has been developed which is one of the most common tools used in tourism literature.
    Discussion and
    Result
    Findings show that among the six environment sustainability components studied, religious tourism destinations in the city of Birjand are not desirable in terms of amenities, despite its very high importance for tourists and the greatest gap between importance and performance as much as 1.69 was in this regard. The gaps in the regulation and environmental health were 1.39 and 1.09 for geographical conditions. Transportation and cultural factors despite lower-than-average importance tourist’s points of view, destinations performance was higher than the average. In these cases the gaps results 0.93 and 0.65 respectively. Importance and performance of price and accessibility of goods and services for tourists is lower than the average assessed and the gap in this case is calculated as 1.26.
    Conclusion
    Based on result, quality of tourism services at first requires precise and coherent planning to provide the infrastructure of the tourism, and then valuable goods and services for tourists. In this regard, it is recommended that the strategic investment priority of related organizations such as the Endowment and charity, Cultural heritage, handicrafts and tourism, and the Way and urbanization of south Khorasan province should be focus on these issues to enhance the satisfaction and welfare of the tourists and the host community. So that achieving tourism development will be facilitated for destinations.
    Keywords: Importance Performance, Tourism Services, Religious Tourism, Destination Management, Birjand
  • Akbar Ghasemi Yalghouzaghaj, Ahmad Assadzadeh *, Mohammad Hosein Imani Khoshkhoo, Yunis Jabbarzadeh Pages 59-81
    The Impact of Medical Tourism Motivational Factors on Behavioral Intentions of Tourists: The Mediating Role of Perceptual Factors and Satisfaction
    Article 3, Volume 7, Issue 24, Spring 2018, Page 59-81 XML PDF (656 K)
    Document Type: Research Paper
    DOI: 10.22080/jtpd.2018.1824
    Authors
    Akbar Ghasemi Yalghouzaghaj1; Ahmad Assadzadeh 2; mohammad hosein imani Khoshkhoo3; Yunis Jabbarzadeh4
    1Ph.D. Student in Economics, University of Tabriz
    2Associate Professor in Economics, University of Tabriz
    3Associate Professor, University of Science & Culture
    4Assistant Professor in Management, University of Tabriz
    Abstract
    Extended Abstract : Medical tourism constitutes one of the most important sectors of the tourism industry with many economic and social benefits. The purpose of this study was to investigate the effects of motivational factors on Medical tourism on behavioral intention. In terms of aim, this study is applied and in terms of data collection method is descriptive-analytical. For data analysis, structural equation modeling has been used. A total of 285 questionnaires were distributed randomly among the statistical population of the study. To assess the validity of the questionnaire content validity, factor analysis, convergent and differential validity were used. Cronbach's alpha value was more than 80%. The results show that there is a positive and significant relationship between the motivational and perceptual factors of medical tourists and their behavioral intention. The quality factor has the greatest impact on the perceived target image and behavioral intention while perceived quality has the greatest impact on the behavioral intention of tourists. Considering that the development of medical tourism requires a systematic and comprehensive look, it is necessary to develop an appropriate strategy to increase the number of medical tourists in the destinations by coordination of the organizations involved in this sector at macro and micro levels.
    Introduction
    Medical tourism is one of the most important branches of the tourism industry, which has a lot of economic and social benefits (Zimenska, 2015). Connell (2013) states that medical tourism is used to improve health, including more aggressive methods and medical examinations. According to Guy Coe's (2011) view, the components of a medical tourism system are: a) medical tourists; b) medical tourist generating regions; tourism destinations regions; c) service providers. Pontrich and Stefano (2016) have developed a health tourism index using a drain-tensile model. This indicator consists of four factors of the country's environment, tourism destination, medical tourism costs and medical services and facilities. Wo et al. (2016) show that empirical quality has a positive effect on patient trust, satisfaction, and perceived value. The patient's trust and perceived value have a positive effect on patient's satisfaction. Patient's trust, patient satisfaction and perceived value as a mediator have a positive effect on patient's behavioral intention. Han and Hyun (2015) have studied the impact of quality, satisfaction, trust, and reasonable prices on customer care in the medical tourism industry. The findings show that perceived quality, satisfaction and trust have a significant effect on the intention to return to clinics and destination countries. Considering the importance of effective factors in the attraction of medical tourists and its impact on behavioral intention in this study, the impact of motivational factors of medical tourism on the behavioral tendencies of tourists as well as the perceptual factors of destination image, quality and perceived value, and satisfaction of all medical tourists are discussed.
    Materials and Methods : In terms of aim, the purpose of this study is applied and in terms of data collection method it is descriptive and analytical. In the field of data collection, the questionnaire was used as the tool measurement. The statistical population of the study was medical tourists referred to the medical centers of the East Azerbaijan province. To collect data, simple random sampling method was used to complete the questionnaires by foreign patients referring to health centers. In the present study, based on the size of the statistical population, 285 statistical samples were collected and for data analysis, testing the hypothesis and fitness of the model, the structural equation models and partial least squares method were used.
    Discussion and Results : There is a positive and significant relationship between the perceived target image of medical tourists and the factors of cost, quality, destination and technical infrastructure. So that medical tourists have percepted the qualıty effects of the health and medical servıces (path coefficient 0.339) compared to the effects of the technical and specialized infrastructure (path coefficient 0.301), destination effects (path coefficient 0.199) and cost (path coefficient 0.101) more powerful They understand.
    Conclusions : The findings of the research indicate that the motivational factor of the quality and the technical and specialized infrastructure relative to the factors of cost and destination have a greater impact on the perceived target image and the perceived factors of the medical tourists. The development of technical and specialized infrastructure, including: proper amenities and accommodation, the use of an international language translator and a provider of tourism and the development of electronic communications for the provision of medical advice before and after treatment, reducing waiting time for treatment, improving equipment and medical facilities are proposed to improve the quality of health and medical services to attract foreign tourists and expand export healthcare services.
    Keywords: Motivational Factors, Medical Tourism, Behavioral Intention, Destination Image, Perceived Quality
  • Aboalhasan Hosseini *, Mohammadreza Tabibi, Parisa Alinataj Pages 82-101
    Extended Abstract : This study aims to evaluate the effect of competitive intensity on organizational performance. Researchers believe brand image and strategic human resource management may mediate this effect. This is an applied descriptive survey on a random sample of Mazandaran hotels. The sample consists of thirty-two hotels out of forty-eight total populations. We conducted the survey on a questionnaire contains thirty-eight factors. A partial least squares(PLS) confirmatory factor analysis (CFA) is used to verify the factor structure of observed variables. While indirect positive effect of competitive intensity on organization performance with mediating role of brand image is reported, similar role for strategic human resource management as a is not supported. As a result of this effect, customer interest must be in the center of all other hotels marketing activities. The establishment of online reservation systems and to keep on updating website assist preferable expression of customer interest.
    Introduction
    Today fast pacing global businesses environment forces companies seek competitive advantages. Directors needs to improve organizational performance while they adopt external environment. It seems that human resource and brand strategies are among most influential adaptors. Competition among hotels as a main part of tourism industry is improving. Successful hotels keep on customer satisfaction as their secret of competitiveness. They spend more money on service innovation and operation creativity.
    Regards to other tourism advances, the progresses of Iran developing hotel industry are acceptable. Iran has prized and well-known hotels who try to serve foreign tourist with best quality. Mazandaran modern hotel industry has begun with Ramsar hotel construction in 1927. It is the most popular place of destination among other states. Weak branding, and lack of innovate beside insufficient training are believed as the main challenges for industry improvement. This study aims to evaluate effect of competitive intensity on organizational performance. Researchers believe brand image and strategic human resource management may mediate this effect.
    This study aims to evaluate effect of competitive intensity on organizational performance concerning brand image and strategic human resource management.
    Materials And Methods
    This is an applied descriptive survey on a random sample of Mazandaran hotels. The sample consists of thirty-two hotels out of forty-eight total populations. We conducted the survey on a questionnaire contains thirty-eight factors. A partial least squares(PLS) confirmatory factor analysis (CFA) is used to verify the factor structure of observed variables. Regards to literature review a theoretical framework was developed. As it is shown in below illustration, the model consists of four related variables.
    Discussion and Results : Indirect positive effect of competitive intensity on organization performance with mediating role of brand image is reported. indirect positive effect of competitive intensity on organization performance with mediating role of HR strategic management is not verified. As expected, competitive intensity is significantly related to brand image with 2.07 t statistic and 0.41 coefficient. Furthermore, brand image is significantly related to organizational performance with 2.73 t statistic and 0.46 coefficient. On the other site, while competitive intensity is not significantly related to HR strategic management with 0.38 t statistic, HR strategic management is not significantly related to organizational performance with 1.92 t statistic as well.
    Conclusions : It is concluded that customer interest must be in the center of all other hotels marketing activities Alongside Altuntaş et al (2014), and Lahap et all (2016), and Ryu et all (2008) conclusions. The establishment of online reservation systems and to keep on updating website assist preferable expression of customer interest. The evidence pointed to the conclusion that Yaman et all (2011) theory of relationship between HR strategic management and organizational performance is not work in our research domination.
    Keywords: Competitive Intensity, Brand Image, Strategic Human Resource Management, Organizational Performance
  • Fariborz Rahimnia *, Mohammad Gholami, Saeid Nosrati Pages 102-122
    Extended Abstract: Even though the benefits of the perceived forgiveness climate have been acknowledged in organizations, most services businesses, especially in relation to the tourism industry, have neglected this important category. This study aimed to investigate the impact of the perceived forgiveness climate on learning behavior, job satisfaction, and intention to quit, as well as the mediating role of learning behavior in the relationship between independent and dependent variables. This is an applied research in terms of objective, and a survey research in terms of method, because a questionnaire was used to determine the quantity and type of relationships between variables to find an answer for a scientific question in the real world. According to the statistics and existing data (at the time of the study), the study population consisted of 580 receptionists of Mashhad apartment hotels and hostels.
    The results indicated that the perceived forgiveness climate has a positive impact on job satisfaction and learning behavior of employees. However, contrary to the research hypothesis, the relationship between the perceived forgiveness climate and intention to quit was not confirmed. Moreover, the mediating role of learning behavior in the relationships between the perceived forgiveness climate, job satisfaction, and intention to quit was confirmed.
    Introduction
    Hospitality organizations always face potential errors (e.g. service failure) and are quite familiar with the negative effects of such mistakes. They commonly use sophisticated technologies, planned strategies, and excessive and strict controls over the behaviors of employees involved in delivering customer services, and hence neglect to focus their attention on positive organizational behaviors. Nevertheless, it is quite impossible to eliminate or prevent human errors. Therefore, the workplace forgiveness climate is vital for the service sector. In service organizations where there is a lack of forgiveness and those who make mistakes are punished, the cause of error is usually ignored and employees are reluctant to talk about their mistakes. Therefore, learning behavior never occurs and it is likely that the organizations face employees’ low job satisfaction and high intention to quit.
    This study aimed to investigate the relationship between the perceived forgiveness climate, employee learning behavior, job satisfaction, and intention to quit, as well as the mediating role of learning behavior in the relationship between the perceived forgiveness climate and job attitudes (job satisfaction and intention to quit).
    Materials And Methods
    This is an applied research in terms of objective and a questionnaire was using to collect the data. The questionnaire’s items were selected from Guchait studies (2016) for the perceived forgiveness climate (3 items) and the learning behavior (5 items), Saks studies (2006) for job satisfaction (3 items), and Nadiri and Tanova studies (2010) for intention to quit (3 items). Factor analysis was used to assess the construct validity of the questionnaire. According to existing data, the population consisted of 580 receptionists who worked in Mashhad apartment hotels and hostels.
    The Cochran formula was used to determine the sample size from a given finite population. According to an initial pretest performed on a sample of 30 questionnaires, the minimum sample size was determined 231 people. Then, a total of 235 questionnaires were collected. Data analysis was carried out using various statistical methods, namely Pearson’s zero-order correlation coefficient and structural equation modeling for evaluating the structural equation model fitness with the collected data, using AMOS and SPSS.
    Results And Discussion
    In this research, eight hypotheses were formulated and seven were confirmed. The study results for the given population indicated a positive relationship between the perceived forgiveness climate, learning behavior, and job satisfaction. Learning behavior is positively related to employee job satisfaction, while its relation with intention to quit is negative. Furthermore, job satisfaction has a negative impact on intention to quit. Findings of the study suggest that learning behavior has a mediating role in the relationship between the perceived forgiveness climate and intention to quit. Therefore, it can be concluded that the increased learning behavior of the receptionists can increase their job satisfaction but decrease their intention to quit. However, the research hypothesis about the negative relationship between the perceived forgiveness climate and intention to quit was rejected, which can be attributed to the cultural and economic issues, as well as incompatibility in personality traits and the desired job.
    Conclusion
    According to the research findings, the perceived forgiveness climate plays an important role in reducing job stress, which contributes to job satisfaction and reduced intention to quit through the occurrence of learning behaviors. Therefore, managers of tourism organizations are required to strengthen the perceived forgiveness climate within their organizations in order to maintain skilled human resources, as a prerequisite for providing services to meet their customers’ need. Dissemination of learning behavior among employees of the tourism industry can be achieved through the perceived forgiveness climate. Therefore, managers of tourism organizations need to develop policies, plans, and strategies to engage employees in learning behavior to produce positive results (namely, reducing the intention to quit the job). Achieving this goal, to some extent, depends on creating a safe work environment (i.e. the perceived forgiveness climate) within the organization.
    Keywords: Perceived Forgiveness Climate, Learning Behavior, Job Satisfaction, Intention to Quit
  • Aliakbar Anabestani *, Zahra Mozaffari Pages 123-145
    Introduction
    The growing challenges of the agricultural sector reduce farmer's incomes on a daily basis, challenges such as Low prices of agricultural commodities, Increased production costs, Environmental pressures, weather changes, Globalization, industrialization, Lack of government support programs for agriculture and fluctuating agricultural commodity markets. Reducing the ability of agriculture to generate enough income has forced many farmers to sell their farms and to look for some other places for jobs and income, or looking for alternative economic strategies and new revenue sources and also to diversify the local economy to maintain their farms. These strategies may include expanding farm sizes, specialized production, non-farm employment, or diversifying farms through entrepreneurship and rural and agricultural business development. For this reason, most countries of the world have considered this type of tourism as a new strategy for socio-economic development, rehabilitation and reconstruction of rural areas. The rural areas of Neyshabur have the potential to create and develop agricultural tourism activities, with its proper weather conditions, as well as the region's tourism, and the diversity of livelihoods and rural employment that is mostly based on agricultural activities. Therefore, without knowing the factors affecting the rural population's orientation on agricultural tourism, it will not be possible to create, develop and sustain these activities. That according to the purpose, this key question will be answered: "What factors affect the rural population's tendency toward agricultural tourism? (Central part of Neishabur city)".
    Theoretical literature and
    Methodology
    The type of research is applied research, and the kind of method is descriptive-analytical method, for collecting data and information, the library and field methods are used. The library methods have been used to scan books, articles and theses and Internet resources and the field methodology is used for the questionnaire. The realm of this research is Fazl village, a village in the central part of Neyshabur. The statistical population of this research is rural tourism villages of Fazl village. Which has 8330 households according to the 2011 census, of which 261 households were selected through the modified Cochran formula. Household choices were made at the level of each village, in quotas and randomly. In order to achieve the desired results in determining the factors affecting the rural population, In sample villages in 8 indicators as well as 24 dimensions, it has been proposed to prepare and compile 261 questionnaires in accordance with the Likert scale (according to Table 2-1). The Cronbach's alpha test was used to assess reliability, and for the dimensions of data development. Descriptive and inferential statistics were used in SPSS software to analyze data, such as: On sample t-test, Pearson Correlation, and Factor Analysis.
    Discussion and
    Results
    The calculations show that the internal consistency of the data is appropriate for using the factor analysis technique (KMO = 0/711) and Bartlett is significant at 000%, which implies confirmation and proportionality of the factor analysis. Variables related to the factors affecting the tendency of villagers to agroturism were classified according to the specific value in eight factors. In total, these factors were able to explain 526.66% of the variance of factors affecting the tendency of villagers to agroturism. The average factors affecting the rural population's tendency to agricultural tourism were respectively in this way: the dimensions of education and skill (4.4751), support and policy (3.6360), non-developmental ideas (2.8228), social media (3.1149), tourism culture (2.9320) the economic and employment status (3.9860), access to the city (3.8352), trust and risk appetite 3.5441). If we consider the number 3 as the median, then non-developmental ideas (2.8228) are less than the middle. The results of on sample t-test also show that there is a significant difference between the studied villages in terms of significance (0.000) in eight dimensions. The results of the Pearson correlation coefficient showed that there is a relationship between the tendency towards agricultural tourism and related variables such as (age, type of occupation, education level, and income level, amount of work in farms and gardens and the amount of traffic to the city during the week).

    Conclusion
    The results of on sample t-test in relation to the tourist attraction potentials show that the calculated value differs from the base limit of 73.8(3). Since the obtained sig is less than 0.05, we conclude that these areas have high attraction and potential in terms of attracting tourists. Also, the results of on sample t-test in relation to the quantity and quality of tourism facilities show that the calculated value differs from baseline (3). Since the obtained sig is less than 0.05, we conclude that there is a significant difference between the calculated value and the base limit. The results of Pearson correlation coefficient show that there is a relationship between the trend towards agricultural tourism and related variables. The results of factor analysis also show eight tendencies; importantly, it includes: "Training and Skills; Government Support and Policies; Non-Developing Opinions; Attitudes and Kinds of Farmers; Media and Social Networks; Tourism Culture; Economic and Job Status; Access to the City Confidence and risk taking. Government education and support is of paramount importance for the rural population's tendency towards agricultural tourism activities. Therefore, it can be said that the success of agricultural tourism does not depend solely on the initiative and efforts of owners of tourism farms, but also it requires planning, obtaining financial and educational support, appropriate infrastructure and facilities, and active participation of local officials and trustees as well.
    Keywords: Agricultural Tourism, Rural Tourism, Factors Influencing Agriculture, Rural Grace, Rural Development
  • Hematollah Roradeh *, Taher Safarrad, Hajar Shirdel Pages 146-163
    The purpose of this study was to investigate the repercussions of global warming and its effects on the tourist areas of the southern shores of Mazandaran. In this descriptive-analytical study which was carried out on the eight synoptic stations of Gilan, Mazandaran and Golestan provinces, with the help of tourism climate index and one-way ANOVA, the current status of tourism in provinces was monthly, seasonally and yearly examined. With the help of multiple linear regression and based on available data, this indicator was predicted until 2100 and analyzed by one-way ANOVA with repeated measurements of the changes in this index. All tests were performed using SPSS software version 24. There was a significant difference between the cities of Gilan, Mazandaran and Golestan in terms of TCI. (P
    Keywords: Southern Provinces of Mazandaran Sea Basin, Global Warming, Climate Change, TCI Tourism Climate Index