نشریه مطالعات مدیریت گردشگری
پیاپی 16 (پاییز و زمستان 1390)

Very little work has been carried out exploring the factors influencing the decision making for hotel activities outsourcing. For this reason the current research, by focusing on TCE, seeks to understand and identify the factors that influence managers’ decision making about hotel activities outsourcing. From among the three dimensions involved in TCE, Specific Assets is selected as the focal point of the study. Each of the six types of assets, discussed by Williams, is investigated for its influence on the outsourcing decision making. Therefore, six hypotheses are defined to test the linkage between each type of the specific assets and activities outsourcing. The research method is survey, conducted by questionnaire and semi- structured interviews. Spearman’s bivariate correlation test is performed to explore existence of meaningful relationships among variables. Findings refute two hypotheses and approve four of them. Temporal and physical specific assets are found to have no meaningful relationship with activities outsourcing; and hotels prefer to perform these activities themselves. The other four types of assets may cause hotel managers to outsource their activities.

Mashhad stands out as one of the major pilgrimage destinations of Iran, for accommodating the Holy Shrine of Imam Reza, – the 8th Imam of Shiites – which attracts floods of pilgrims and religious tourists every year during the vacations (holidays and memorials). However, mismanagement of tourism facilities and services causes much damage to the industry of the city. As the proper management of tourism destinations and the organization of tourists’ affairs, are two of the most important challenges for governments, defining a suitable pattern for the effective management of this pilgrimage destination seems to be an unavoidable necessity. To achieve this objective, destination management process was studied initially in this research, success factors were identified, and finally the pattern for effective management of destinations was outlined. By comparing the current models of destination management, the Kerach & Richi’s (2003) was found the most suitable for this study. A questionnaire was developed to ask experts their views on the ideal and the current situations of the model’s factors in Mashhad. Obtained results demonstrated a gap between the ideal and the current situation in all the investigated parameters. At the end, based on the data analysis findings, some remedies for improvement of the current situation were offered.

The present study addresses a fundamental question: what are the appropriate strategies for the National Museum of Iran as the country's largest museum? This survey is applied in terms of outcome, it is descriptive in terms of nature, and qualitative regarding data type. The methodology used for formulation of strategies is based on the comprehensive framework of strategy formulation. Statistical population of the study consists of the museum's experts and managers some of which were selected using non-probability judgmental sampling technique (experts’ choice). Data were gathered through investigation of documents and distribution of questionnaires, and subsequently were analyzed by the suitable statistical methods. Results indicated that considering the institute’s external and internal environments, competitive strategies would be the most suitable means for effective management of activities and performances, and could therefore promote the position of National Museum in the country and the world.

The present paper tries to probe into the theme of e-loyalty focusing on the likely impact that the three independent variables, perceived e-quality, perceived e-value, and attitude towards e-shopping, may have on it. The sample population consists of 625 tourism-website users which are chosen randomly from among the statistical population of 900 individuals. The primary purpose of this research is to analyze the impact of aforementioned variables on the internet user's e-loyalty. Results obtained from exploratory factor analysis as well as regression methods, indicate that e-loyalty is directly and positively influenced by these three independent variables. Perceived e-quality, among other variables, has the greatest impact on e-loyalty. These findings along with the other achievements of the research could provide theoretical and managerial implications for developing knowledge about customers and improvement of market share.

Tourism industry, due the fundamental role it has in the national economic growth, is one of the most sensitive industries to the quality issue. Also, identification of the level of tourists’ quality perception is the first step towards realizing tourists’ satisfaction goal and ultimately reaching a sustainable economy. This study attempts to shed light upon the gap between perception and expectation of foreign tourists visiting tourist attractions of Yazd. A total number of 270 questionnaires were distributed randomly to the tourists, 259 number of which were returned and collected. Our questionnaire was based on Narayan scale with ten dimensions, possessing approved reliability and validity. Results of the Mann-Whitney statistical test revealed that there exists a significant gap between respondent’s perceptions and expectations in the dimensions of information, price, hygiene, facilities, value for money, food, and security. For a better understanding of tourists’ needs, Kano model was taken advantage of. QFD results proposed 13 service elements that if applied, could lead to a better perception of quality among Yazd foreign tourists.

One of the issues embedded in tourism, is planning for visiting historical places of interest. Due to the time limitations which tourists are usually faced with, they tend to visit places that according to their previous knowledge, render them the most utility. Isfahan has always been popular with tourists. Its historical monuments have hosted masses of tourists in the past and present time, as testified in various travel logs through the history. In this study, it is attempted to set a ranking for Isfahan’s historical sites so that they can be introduced to tourists based on a preplanned schedule. In so doing, Eastern European tourists who had accommodated in the city, were asked their viewpoints on the sites’ ranking. From among Isfahan’s attractions, the Naqsh-e Jahan Square (including the Imam Mosque, Sheikh Lotfollah Mosque, Ali Qapu Palace and Ghaisarieh Bazaar), Si–o–se Pol, Khaju Bridge, Monar Jonban, Hasht Behesht, Vank Cathedral, Chehel Sotoun Palace, Chaharbagh School, Atashgah and Zayanderood were chosen by the respondents. Since Zayanderood is observable when visiting Si–o–se Pol and Khaju Bridge, it was dropped out of the list. Although Chahar Bagh, Hakim Mosque and Atashgah were existent in the preliminary list, they were omitted on account of the tourists’ indifference. Relative unknownity of these three sites, compared to the other ones, was the main reason for this omission. The method of the study is multi-criteria decision making using ARIADNE. ARIADNE method requires upper and lower bounds for the decision making. For obtaining upper and lower bounds for each criterion, the average of numbers presented by the tourists was considered. Then, for each decision choice, one linear programming model with two functions of maximization and minimization was performed. Results suggested the significance order of sites-visiting as the following: Imam Square, Chehel Sotoun, Khaju Bridge, Si–o–se Pol, Vank Cathedral, Monar Jonban, and Hasht Behesht Palace.

This research tries to investigate the relationships among factors of satisfaction, image, trust, effective relations, and loyalty. The statistical population of this research consists of members of the Iran Air’s Sky Gift Club (In three levels of Gold, Silver and Blue). As for the sampling technique, random sampling is used; and questionnaire is employed as data gathering tool. For the reliability testing we get use of split-half technique. Additionally, tests of Chi-square, Friedman and Spearman's correlation coefficient are conducted for examining the research questions and obtaining the results. Findings demonstrate that factors of satisfaction, image, trust, and effective relations, have influence on passengers’ loyalty in every one of the three levels, although differing in priority of impacts. According to the findings, for Golden Passengers the most effective factor on the loyalty is trust, while the least effective belongs to image. In the Silver level, effective relations have the most and image has the least influence on loyalty. In the Blue level, satisfaction and effective relations are of the most and the least influences respectively.