محمدرضا اسدی زارچ

This research aims to provide guidelines for the sustainable development of rural tourism by using the future study of target villages for tourism in central Iran, which was carried out with a case study of Saryazd, the target village for tourism in the province of Yazd. The current research is applied in terms of purpose and is in the category of descriptive-analytical research. The research's statistical sample comprises ten experts with more than ten years of related experience selected by non-random snowball sampling. Data were collected through media scanning, written and digital sources, interviews, and questionnaires and were analyzed using MAXQDA software and quantitative content analysis techniques. The research method is based on the TAIDA technique, which will be used in future research and scenario development. The research findings showed that the most crucial strategy at the management level is creating a destination management/marketing organization (DMO) and developing a destination management plan (DMP). At the activity level, the training of the local community and their preparation for participation in rural tourism activities by experts and the creation of facilities by the public sector, such as tax exemption incentives for investors to invest in the village and rural tourism. At the task level, changing the water consumption pattern and familiarizing all stakeholders with new methods of water consumption and modern irrigation techniques are suggested guidelines to reach the desired future scenario.

Tourism is an activity that has many social and cultural impacts in addition to economic benefits and employment. Tourism development can increase the welfare level of local communities, but attracting tourists requires different mechanisms. In marketing the tourism destination, attracting tourists requires many solutions, one of which is the use of media and especially film to promote tourism and introduce tourism destinations. According to Morgan and Pritchard (1998), placing a destination in a film is to finalize a tourism product. Product positioning is an emerging phenomenon and is defined as the planned inputs of products to movies or television shows that may affect product beliefs and/or behaviors (Balasubramanian, 1994). Its growth has led to a reduction in the effectiveness of traditional advertising techniques. (Kaikati et al, 2004) Films or television series can be interesting for the audience due to their spectacular exotic destinations, which can be interesting for the audience and increase their awareness of a particular destination and affect the destination image.Therefore, in this study, the factors and processes through which cinema movies such as “Tabriz in meh” and “Shahriar” can encourage and stimulate the audience to visit the places displayed in the movies and how they affect the perceived image of tourists from tourism destination and finally how the perceived image affects tourist`s motivation.

The present study is applied research according to its objectives and regards to how the data and information collected in this study, the study is descriptive - survey. The statistical population of this research was Tourists who have been visiting East Azerbaijan Province to visit the film tourism sites and have seen at least one of the two "Tabriz in meh" or "Shahriar" films. In this study, for collecting information library and internet sources was used and a questionnaire with a five-point Likert scale was used to collect data. To investigate the normality of the research data, the Shapiro–Wilk test using the SPSS 21 software has been done. Then in the analytical statistics of this study, a confirmatory factor analysis technique was used to examine the validity of the questionnaires. Also to investigate the effect of tourism on the destination image with the mediator of natural resources, public infrastructure, tourism infrastructure, and natural environment, as well as their effect on tourism motivation, Pearson correlation test, and Path analysis were used.

In this study, the data related to the Shapiro–Wilk test show that the distribution of the data will be normal. Therefore, parametric tests can be used. The findings show that film tourism is a significant predictor of film tourism by a regression coefficient (P<001, β = 0.502). As other findings show, natural resources with regression coefficient (P<001, β = 0.270); public infrastructure with regression coefficient (P<001, β = 0.202) is a significant predictor of film tourism, but tourism structures and social environment are not a significant predictor of film tourism. Also, in the final stage of natural resources with the regression coefficient (P<02, β =0.216); film tourism with a regression coefficient (P<001, β = 0.387) are a significant predictor of film tourism, but public infrastructure, tourism infrastructure, and social environment were not capable of predicting the tourism motivations of the film.

The results of this study in the conceptual model show that film tourism directly affects tourism motivation, in addition, film tourism affects the dimensions of the image including natural resources, public infrastructure, tourism infrastructure and social environment. The dimensions of natural resources and public infrastructure of the image index also have a direct impact on tourism motivation.The first finding of this study suggests that the impact of film tourism on tourists' motivation has a significant impact. This finding is consistent with previous studies (Macionis, 2004). Another finding of this study suggests that film tourism has a significant impact on the perceived image of the destination. This finding is consistent with previous studies (Bolan et al., 2011). Another finding of this study suggests that the perceived image has a significant impact on the motivation of tourists. This finding is consistent with previous studies (Wong & Hsu, 2010). The limitations of the research can be referred to as the time limit and access to the sample. Also, as the present study has been done in a specific time range, it is a cross-sectional survey. Therefore, the results cannot be extended to another time. In addition, this study used only a quantitative method for collecting and analyzing data. Therefore, future studies are proposed to study various tourist destinations and compare the results of this study, as well as qualitative and mixed methods, are used in gathering data and analyzing data.

This study aims to investigate the role of Destination image and the perceived effects of local residents and tourists in the tourism development of the rural tourism region of Babolsar. The present study is an applied research in terms of purpose and it is a descriptive-correlation study. The population of the study consists of tourists who have visited the villages of Babolsar (Azizak, Karfun, Arabkhail) at least once. The statistical sample of tourists consists of 265 tourists selected using the convenience sampling method, and the statistical sample of the local population consists of 210 residents of the Babolsar region, where the villages have been selected using multi-stage cluster sampling. Data were collected by questionnaire with five Likert scales. The data were analyzed by SPSS and LISREL software. The results showed that the Destination image of local residents and tourists affects tourism development both directly and indirectly by the mediating role of perceived socio-cultural and environmental effects, but only the Destination image of tourists affects tourism development indirectly by the mediating role of perceived economic effect.

Aim of this study was to interpret the effect of perceived quality and perceived value on tourists’ loyalty by the mediation of satisfaction and destination image in the three tourism target villages of Yazd province (located in central Iran).

Present study is applied research regarding the objective and the type of research is a descriptive correlation. The population of the study consists of all incoming tourists to three tourism villages of Yazd province (Kharanagh, Saryazd, and Sadeghabad). Participants were 200 visitors to three villages of Yazd province that were selected using the convenience sampling method. They all completed the perceived quality, perceived value, satisfaction, destination image, and loyalty scales in a questionnaire. Data were analyzed using the path analysis model (LISREL software).

The study shows that there is a positive and significant relation between tourists’ loyalty and perceived quality, between tourists’ loyalty and perceived value, between tourists’ loyalty and destination image, and between tourists’ loyalty and satisfaction. Moreover, perceived quality and perceived value have a direct, significant effect on tourists' loyalty. Perceived quality by the mediation of destination image has an indirect effect on tourists 'loyalty; perceived quality by the mediation of satisfaction has an indirect and meaningful effect on tourists 'loyalty; perceived value by the mediation of destination image has an indirect effect on tourists' loyalty; perceived value by the mediation of satisfaction has an indirect and meaningful effect on tourists' loyalty.