مقالات رزومه دکتر روزبه میرزایی

The COVID-19 pandemic has unprecedentedly damaged the traveling and tourism industry as well as life and subsistence. Due to the outbreak of COVID-19, travelers’ behaviors, demands, and even characteristics of traveling have changed. Identifying these changes in the behavior of consumers, especially in choosing their destination and service centers, is considered crucial in rebuilding the tourists’ lost trust and revitalizing the tourism industry. Therefore, the purpose of this study is to structurally analyze the motivation, frequency of visiting, and experience components of the tourists’ satisfaction and behavioral tendencies in their destination areas with an emphasis on COVID-19 in Mazandaran province. The research method is descriptive-analytical based on field research. The population of the study consists of tourists who visited Mazandaran province during the outbreak of the COVID-19. The samples were selected randomly and the sample size was estimated at 385 using the Cochran’s formula. The collected data from the questionnaire containing close-ended questions were analyzed using SPSS 27 and Smart PLS3 software. The findings show that of the research variables, experience, and frequency of visits have a significant relationship with satisfaction and behavioral tendencies. Tourism motivation has no significant relationship with satisfaction and behavioral tendencies. Moreover, no significant relationship was reported between satisfaction and behavioral tendencies.

Today, digital marketing based on social networks and tourism websites are considered as the primary sources of tourism information, the central marketing strategy of destination management organizations and leading businesses in this field, to provide a suitable destination image and introduce the capabilities of these destinations to attract tourists in competitive markets. Therefore, accurate identification of effective information sources is of great importance in marketing tourism destinations. The main purpose of this study is to identify the appropriate information sources for tourism destinations using webometric analysis and by examining Isfahan as the case study. Keywords were identified by three methods experimental, tourism-related words, and technical analysis. Then, using the PSI method, 15 final keywords were selected, and then the identification and ranking of 39 websites and virtual networks providing information resources related to Isfahan were made based on these keywords. This research's theoretical and practical achievements and related recommendations are presented in the final section of the article.

In recent years, issues related to brand and reputation have been widely discussed nationally, regionally, in local communities, as well as concerning destination marketing strategies. Reputation is a component of attractiveness and encompasses the overall image of the destination. Reputation plays a vital role in tourism development. It is positively affecting the image of the destination, visitors' understanding of the value, and their loyalty to a destination, and finally, their satisfaction. The reputation of a destination plays an essential role in attracting tourists. The same questionnaire cannot be used to measure reputation for different destinations because the reputation of a destination depends on what it has gone through and can be different from similar destinations. Therefore, to design a questionnaire and measure dependent and independent variables, the indicators were collected based on previous studies and then approved by experts.Considering the components of urban reputation and identifying them based on the perception of visitors is critical for understanding their needs. Investigating the reputation of Isfahan and the factors influencing the reputation of this city, based on effective evaluation and cognitive perception of visitors by distributing 384 questionnaires, showed that among the factors influencing the reputation of the tourism destination of Isfahan, the destination image affects its reputation more than other factors. There is no significant difference in the city's reputation between the attitude of people who visited Isfahan and people who have not been there before. This research showed that the reputation of the destination and the recommendation of friends and relatives are the main factors in the knowledge of people from Isfahan, and media, exhibitions, and training have a minimal role in the introduction and development of this destination.Based on the study results, the six components of reputation, destination image, hospitality, the attitude of local communities, perceived perception, and emotional evaluation along with the variables of each component have been described.In the component of reputation, the respect of visitors to Isfahan has gained the most points. Among the relevant variables with the destination image component, Isfahan's unique attractions have the highest score. However, the variables "wide variety of entertainment and tourist activities" and "enjoyment of the location of this place" are also in good condition.Among the hospitality variables, host friendliness relative to tourists had the highest average, and the efforts of public institutions, the private sector, and local communities in solving potential problems and complaints of visitors received the lowest average.Among the variables of attitudes of the local community, the diversity of the local cultural customs is higher than the average, and the cultural perception of Isfahan's residents is the lowest. Among the components of cognitive perception, management indicators, the concentration of tourist attractions and routes have a higher average and security index, and access to facilities have a lower average.Finally, from the perspective of the emotional evaluation variable, the entertainment of leisure activities with the calculated average has the highest score, and the happy mood of the people of Isfahan has the lowest average, although the scores obtained for the variables of this component is higher than the average. One sample T-test was used to assess the attitude of the sample towards the components of reputation, destination image, hospitality, the attitude of local communities, perceived perception, and emotional evaluation.Cognitive perception of Isfahan's reputation has been a factor in the re-visit of this city and has had a direct impact on people's perception of reputation. There has been a high correlation between cognitive perception and reputation in Isfahan.It can be said that paying attention to comfort, diversity of destination activities, security, proper infrastructure, good transportation, marketing and promotion of cultural attractions strengthened, cognitive perception of visitors to the destination, and positively enhanced its reputation. Providing leisure facilities for tourists can be attractive and have a positive impact on their attitudes towards Isfahan.We found that the reputation of the destination and advice of friends were the main factor in introducing Isfahan to visitors and media, exhibitions and training played a minimal role in this regard.Therefore, it is necessary to pay attention to the writing of up-to-date content and the presentation of Isfahan on the internet in the form of user-friendly websites, as well as the development of documentary programs for radio and television, the development of quality, diverse and up-to-date print media. Informing and educating people, especially those involved in tourism, about the importance and role of tourism in the economy of Isfahan and its reputation can lead to improving the responding to tourists and their needs and thus providing a positive image of residents and tourism service providers.

The "place" attitude has been expressed as an important component in many fields of knowledge and professional activities. However, little attention has been paid to this concept in tourism that place is a main element. The sense of place enables tourism destinations to maintain their own unique nature and to attract tourists. By studying the theoretical framework of the subject, the dimensions of the sense of place have been categorized into three physical, semantic and functional dimensions, and human interaction with these three elements forms the sense of place. On the other hand, in recent years, tourism market of Tabriz has grown significantly and multi-sensory attraction in the city can increase domestic and foreign tourists. Accordingly, in this research, the sense of place has been measured with three physical, semantic, and functional dimensions, and its relation with attracting tourists has been investigated. Also the research aims to investigate the relationship between the sense of place and attracting tourists in Tabriz city to answer the question whether there is a relationship between the sense of place dimensions and attracting tourists in Tabriz?

The type and method of this research is applied and descriptive-analytical one and also it is a survey in the form of a questionnaire. The study area is Tabriz city. It is the most visited city in northwestern Iran, one of the historical capitals of Iran and the current center of East Azerbaijan province. The statistical sample of the research includes tourists who visited Tabriz from summer 1397 to spring 1398.The sample size of tourists by using of the Cochran formula was estimated to be 384 people and SPSS and PLS statistical software programs have been also used to analyze the data obtained from the questionnaire.

In this study, the average age of the respondents was, 20.1% under 20 years old, 29.7% between 29-20, 33.6% between 30-39, 20.8% between 50-40 and 14.1% above 50 years old,respectively. Most people had a bachelor's degree (37.5%) and a private job (31% of respondents). Also, 48.4% of the statistical sample have stayed in Tabriz for more than two nights and 47.9% of them have visited Tabriz for the first time. Most of the research indicators have substantially expressed the research structure. Among the indicators related to the physical dimention variable, "facade" (0.76) and "element" (0.72) had the highest factor load and "Permeability" (0.35) and "Color" (0.35) had the lowest factor load Due to the path coefficient, the intensity of the relationship between the semantic dimension variable and tourist attraction to the value of (0.37) is higher than other  variables.The t-value between the physical, semantic and functional variables with the tourist attraction variable is 3.79, 4.7 and 3.57, respectivelythat indicates a significant relationship between mentioned variables at the 99% confidence level.

The results of this research show that there is a significant relationship between the physical variable of the sense of place and attracting tourist. Also, there is a significant relationship between the semantic and functional variables of the sense of place with the attracting tourist variable. The semantic variable also explains more than the other two variables of the dependent variable changes, and the physical and functional variables are the next priority. The results of the study can be used to identify important indicators of the sense of place that are extremely notable in attracting urban tourists. It can also be considered by tourists and urban planners. According to the physical dimension of the sense of place expresses 31% of the tourist attraction variable, so it indicates the importance of this dimension in attracting urban tourists. The urban elements and building facades indicators are effective on encouraging visitors to walk around the city, and the "permeability" and "color" ones have the lowest factor load. It was also found that the semantic variable with more impact than other variables expresses 37% of the changes in the attracting tourist variable that indicates the importance of maintaining sense in the city for tourists. In this variable, the beauty and legibility of the city have become more important for tourists. But the collective/ individual memories and security indicators, as compared to other indicators, require more attention. Among the indicators of functional variable that describes 26% of the changes in tourist attraction, tourist satisfaction, recreational diversity and compliance with expectations demonstrate the highest amount, and the event indicator had the lowest factor load. This indicative that there is the lack of local events and ritual in Tabriz city. In fact, Tabriz has performed very poorly in terms of them.

lthough much research has been done on destination branding, the study of destination personality remains limited. The purpose of this study is to investigate the destination personality of Iran and to examine the relationship between destination personality and behavioral intentions of international tourists using the Aaker model (1997). The statistical population of this study is Iran’s international inbound tourists. The research questionnaire was distributed randomly among sample members. From a total of 420 questionnaires, 407 questionnaires were analyzed. The findings of the exploratory factor analysis and multivariate regression analysis indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Iran in the eyes of international tourists has three dimensions: hospitality and culture, sincerity, and vibrant.

Today, advanced virtual reality technology has changed the tourism industry by providing an opportunity for pre-experience destination. Therefore, the industry faces the challenge of realizing virtual reality technology to attract and retain potential tourists. To this end, in this research, the role of virtual reality display in shaping the sense of spatial presence and behavioral intentions after experiencing the virtual environment is considered. 302 potential outbound tourists who were chosen by the snowball method, in two separate groups participated in the research. The data collection tool was a questionnaire that was distributed after testing validation and reliability. Data were analyzed by two-way ANOVA and Pearson correlation test. The results showed that the virtual reality display has a positive effect on the sense of self-location and possible actions of the sense of spatial presence. Virtual reality display does not directly, but through the sense of self-location affect behavioral intentions after experiencing the virtual environment. Spatial ability impact the sense of spatial presence. Therefore, the more user has the spatial ability, the better he can feel being in the virtual environment. Also, there is a positive correlation between spatial presence and behavioral intentions.

Folklore music is a kind of music that has the closest and the strongest relation with the host society’s culture. It also plays a crucial role to attract cultural tourists. Theoretically, the present study uses the grounded theory. It employs a variety of methods in order to collect the research data including interview, observation and documents collection techniques. The interviewees include experts in the field of folklore music and tourism industry. The results of this study identify three main determinants including the lack of knowledge, infrastructural disorders, and governmental barriers. According to the results of this study, the following solutions are suggested: assemblies with reference to folklore music, joint festivals with countries sharing common language and cultural similarities, presenting folklore music in public places.

The event industry, including festivals, conferences, exhibitions and meetings is developing rapidly and has an important role in developing tourism related activities. The development of special events would be important from different aspects such as improving the residents’ quality of life and influencing sustainable development of region. Therefore, according to the importance of market segmentation as an essential tool for identifying and understanding the features of each segment based on their motivation, the main goal of this research is to segment the market of one of the cultural events in Iran. The sample size has been equal to 287 and the factor analysis of motivational dimensions delineated six main factors. Then, cluster analysis was conducted through the two methods of hierarchical clustering and K-means which illustrates three clusters including “supporters of community, culture and family”, “enthusiasts of Golghaltan and fans of cultural heritage”, and “seekers of novelty and culture for interaction" as the main segments of Golghaltan festival. The clusters have a similar pattern in terms of geographic variable (place of residence). On the contrary, they have significant differences in terms of socio-demographic (gender, age, education, and marital status), psychological (satisfaction), and behavioral variables. These differences demonstrate the necessity of selecting diverse and appropriate marketing strategies for each segment.

Villages and cities are increasingly keen to share their culture and nature with visitors by the promotion of festivals. Income can be generated by such festivals. This paper considers the contribution of event tourism to sustainable local economic development. Cultural events cause ethnic solidarity and strengthening the intercultural communications. By examining Golghaltan Festival in Amirie city of Damghan, shows that more than half of the visitors satisfy, eager to revisit and recommend it to their friends. On the other hand, tourism can improve local economy. In this case, the cash flow generated by the half of the tourists and day visitors are more than the average cost of per Iranian household’s domestic travels. So, for the first step to keep loyal customers and to use event tourism as a tool for diversifying the urban economy,the event motivational factors should identify to detail marketing programs and to develop tourism facilities tailored to the needs of target market. As results of factor analysis of 37 motivational items on 287 visitors as a sample, 6 factors include Golghaltan& family, cultural exploration, socialization, local, novelty and escape were determined.

Today, event tourism is known as one of the fastest growing parts of tourism economy. Events are important in tourism since they attract more visitors to the destinations, motivate locals to participate in tourism activities, promote authentic arts of the local communities and increase their income (Watt, 2012). At the other hands, reinforcing community ties, events could strengthen valuable social cohesion (Gursoy, Kim & Uysal, 2004) by playing the role of an attraction, a catalyst, an animator, a place marketer or an image maker (Getz, 2008). Since the 1990s, the academic researcher pay special attention to the motivations of events attendees.Today, there are unique rituals in all cities and rural areas of Iran could plan to hold festival on their theme. These festivals would be attractive to tourists. As the local community involvement and agreement to do the event-based activities constantly are the main issues in sustainable tourism, increased positive socioeconomic impacts of events could encourage them to protect their customs and traditions through attending to different national and international festivals. In this way’ Iranian-Islamic ancient culture would be preserved and introduced internationally. For achieving this purpose, it is necessary to focus on systematic management and marketing. Parrinello (1993, p. 233) stated "the importance of the motivation in tourism is quite obvious, it acts as a trigger that sets off all the events involved in travel". Among few cultural events held in Iran with travel and tourism approach, the Golghaltan Festival in Amirie is chosen as a case study.
Data are collected based on desk and field research by taking advantage of questionnaire and interview. The questionnaire consist of three main parts including motives, travel behavior and demographic variables. At first, to assess the structure and content validity of the questionnaire nine experts who manage, market or have official responsibility in holding the Golghaltan festival were asked to review the proposed data gathering tool. After applying their comments in the research design, a pre-test was conducted on 76 visitors. All items have reliability coefficient above 0.6, so they were considered to be acceptable in this study.
Tourists who visit 8th Golghaltan Festival in 2015 have been considered as the statistical population. According to the official reports, 7000 visitor attend this event last year. Based on Cochran equation the sample size is calculated 357. Using convenience sampling method, 287 usable questionnaire were gathered.Thirty-seven motivational items were measured on a five-point Likert-type scale in which 1stands for not important at all, 2= not important, 3= neither unimportant nor important, 4= important, 5= very important, then factors were analyzed using the principal component method and varimax rotation procedure. Bartlett̕s test of sphericity was significant (pMore than 60% of respondents are young (in 18-34 age group), about 64% have academic degree and above two-thirds are married with different annual income levels. The six motivational factors for attending to Golghaltan Festival are termed "Golghaltan & family", "cultural exploration", "socialization", "support", "novelty" and "escape". Results show that attendees of a Cultural Community-Based Event such as this festival are motivated more by pull factors like cultural exploration rather than push factors such as escape. The equal ratio of participant’s gender most of whom, at young age, highly educated and married indicate that the studied festival should be considered as a culture-family based event. So this implies that, Iranians with a higher education are more likely to be interested in cultural tourism
Iran is a country enjoying high ethnic diversity. Each one of these ethnic groups have their own specific characteristics and cultural heritage. Cultural events arise a golden opportunity in light of which it is possible to not only strengthen ties between the ethnicities but also enhance national identity and national pride. The local communities’ sense of unity, pride and belonging to their own culture and traditions is critical to success of the events.
Understanding why visitors tend to attend to such events is necessary for developing those events more and more. Furthermore it is essential to be sensitive about enriching visitors’ experience. So a detailed marketing mix must be developed to plan the festival much better. As a result it is possible to offer a high quality experience to the visitors without eliminating or lowering the authenticity and cultural integrity of the ethnicities.
Taking these into account, the results show that visitors are more motivated to attend to Golghaltan Festival as a rural-community-based festival, by motivational pull factors (i.e., Golghaltan and cultural exploring as attraction and cultural heritage of the destination) than motivational push factors (i.e., pressures of living environment to leave the home in order to change the routine life style).

There is a relationship between tourism motivation and destination choice, acquiring knowledge about this is so important in predicting the future patterns of tourists’ behaviour. The main purpose of this study is to analyse the motivational factors influencing European tourists’ decision making process to choose Iran. A sample of 404 tourists were studied, the data were analysed using factor analysis. The mentioned factors were categorized in four pull factors groups named “Attractiveness of safety and peace of mind”, “Attractiveness of marketing”, “Attractiveness of seeking diversity”, and “Attractiveness of culture and history of the destination”. The results show acquiring knowledge and learning about history and cultural heritage is a notable motivational factor, also tourists are persuaded to travel to Iran for feeling safe and secure and relying on their friends’ recommendations. Using social media professionally for providing tourism information about Iran and trying to give actual positive image of Iran will lead more European tourists to choose Iran. So, it is necessary to regard three main dimensions of tourism destinations such as improving international political relationships, conserving cultural and natural resources and offering tourism services and facilities.

Ever-increasing on protected areas as tourism destinations, and development of tourism activities within those areas may be regarded as an opportunity for local community and preservation of natural resources: yet, there exists concerns for ineffective management in such areas(Hockings and Philips,2003). Without a systematic and knowledge-based management, any imprudent change in land use and uncontrolled tourism development can be a serious threat against these areas. Global and national experiences show irreversible changes to the environment and devastation of fragile, yet worthy ecosystems. Southern coast of Caspian Sea in one of the most long- established and important tourism destinations in Iran, and its core product it nature- baded tourism. A considerable portion of ecotourism takes place in protected areas and Northern littoral of Iran are potential ecotourism destinations. Despite the fact that natural resource protection started more than 50 years ago in Iran, the surveys show the management system of these areas is not effective and efficient enough. This paper evaluates the ecotourism porentials of protected areas of Northern waterfront provinces of Iran: and through a comparative study,it compares the management system of these areas with those of other areas across the world. Then, the management model of "Miankale Wildlife Refuge" is evaluated. The results show that the management system of "Miankale Wildlife Refuge" is traditional and classic, in which the area is considered as a museum and the only concern is protecting the environment. In this approach tourism is.