sedighe tootian esfahani

Consumer experience is one of the most important influencing factors in the formation of people's attitudes about goods and services. Today, traditional marketing methods no longer respond to the changing characteristics, needs and demands of consumers. Therefore, managers and marketers are looking for new and effective methods to attract and maintain demand in today's competitive and complex markets, and experiential marketing is one of these methods. One of the important fields in marketing, which can play a special role in the development of tourism, is experiential marketing. The purpose of this research is to identify the development and progress made in the field of experiential marketing in tourism. From the point of view of the research method, this research is a longitudinal, descriptive and library-type research. The method of collecting information was in the form of documents. The method of data analysis in this research is scientometrics and social network analysis. Social networks are a network of people, groups and connections between them. Individuals and member groups form the nodes, and the dependencies between these individuals such as friendship, kinship, business, common interests, etc., form the edges between the nodes. In social networks based on scientometrics, the nodes represent the author, magazine, country, keywords, etc., and the links show the citation or correlation between the nodes. In order to achieve this, the articles available in the O Science website were retrieved in a 28-year period (1994 to 2022) and were analyzed using scientometric methods and using Sitespace software. This software is based on Java and is a program that is used to analyze and depict trends and patterns in scientific articles. This software program is capable of understanding and interpreting historical patterns and trends, identifying new topics that have grown rapidly in scientific sources, finding reference points and network analysis.The overall results show that since 2014, empirical marketing research in tourism has attracted increasing attention from researchers, as the number of articles published per year has increased significantly. The field of experiential marketing in tourism has now evolved from the conceptualization stage to the implementation stage. Although research on experiential marketing in tourism has grown significantly, it has not yet reached its full maturity, as both theoretical and practical issues and methodological issues need further investigation. Most importantly, the literature regarding the identification of different constructs for measuring experience in the tourism industry is limited. Researchers sometimes use constructs that are suitable for measuring customer satisfaction and service quality to measure the tourist experience. But this survey showed that there is a fundamental difference between the factors measuring service and experience. In order to identify and develop an experience, it is necessary to know how the tourist experience can be measured to capture all aspects of the experience in the tourism industry. A lack of conceptual interaction across studies in our review was also observed. Our analysis identified few articles that linked the tourism experience with theories from disciplines such as psychology, environmental aspects, sociology, branding, etc. Of course, there are exceptions. Research has used several theories to explain the tourism experience. Management research has called for the combination of several theoretical lenses to explain the phenomenon of experience in tourism. In the field of tourism experiences, this gap can be addressed, for example, by integrating existing frameworks to better understand the prerequisites, dimensions and outputs of experiences in tourism. Another aspect of the experience in the tourism industry that needs attention, and has become a hot keyword in recent years, is the interaction of the social environment in the development and presentation of the experience. For example, how the group experience affects the tourist's decision has not been considered. While there is some literature on the interaction between the service provider and the consumer, interactions between tourists are rarely examined in the existing literature. Considering the rapid increase in tourist interaction through social networks, the most contemporary research area can be how companies look at creating and maintaining customer relationships between them. Another important issue that is observed in the research, but little literature was found in this area, is the impact of technology-based systems on the tourist experience. Technologies such as augmented reality have formed a cluster in research, but research in the field of technology is thin. Given that the technology-based environment will become very popular in the tourism sector of emerging as well as developed countries, insight into how and to what extent technology-based systems affect the overall tourist experience is crucial, for example, how the choice of tourist destination based on online information can be investigated as it affects the experience of tourists. These results will help researchers to understand the boundaries of the research conducted in the application of experiential marketing in tourism and obtain valuable scientific information through which they can determine the development process of their future research.

The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.

One of the fundamental concepts in the domain of brand is brand identity. The purpose of this research is to discover the effective categories on brand identity building in Iranian banks and examine the relationships between them, in order to present a model. The method of this research is mixed and the systematic approach of Grounded theory has been used to design the model.In the qualitative phase we collected data from interviews with 23 banking experts (Mellat Bank) and research concepts were extracted from the text analysis of the interviews. Then, in order to confirm the qualitative phase of research and test the model, we used a questionnaire that was distributed among 112 banking experts (Sepeh, Maskan, Tejarat, Parsian and Saman banks). The sampling in the qualitative phase, was judgmental and snowballing, and in the quantitative part, was cluster sampling. In the process of qualitative data analysis, we found 350 primary codes, 79 concepts and 23 categories. The central phenomenon of this research was Building brand identity, and the findings included the following categories: lack of community awareness, lack of sufficient trust among society and customers, decrease in customer satisfaction, decrease in customer loyalty, domestic competitors, decrease in employee’s commitment and degradation of brand image as causal conditions. The categories of goals and strategies, human resources management, internal branding, communication, services and tools, financial strength and choosing the type of customers as strategies.  The categories of organizational culture, structure and processes as background conditions. The categories of political, social and economic limitations as intervening conditions. The results of the research show that the use of strategies presented for brand identity building in banks has a high impact on achieving the consequences of creating brand citizenship behavior in employees and creating a favorable brand image in the society.

The concept of justice is considered one of the most important words in the dictionary of human civilization, and on the other hand, according to Article 78 of the Sixth Development Plan, the government is obliged to achieve social justice and support vulnerable groups, and expand relief, support and insurance coverage, and prevent and reduce social harms. Design and implement the necessary programs to achieve the goals of the 6th Development Plan. The research method used is a mixed method, which is in the qualitative part of thematic analysis and in the quantitative part of Structural Equation Modeling. The statistical population of the qualitative section is targeted and using the snowball method, 11 experts are selected, and in the quantitative section, 200 members of the Ministry of Welfare were randomly selected. Using the theme analysis method and using semi-structured interviews, 20 organizer themes were counted, which were categorized in the theme network format. Using the structural equations model and confirmatory factor analysis, the effectiveness of all identified factors was confirmed. The findings of the research showed that according to the prioritization of the identified factors, the realization of the social justice model ranked first, accountability and responsibility ranked second, and meritocracy in distributive justice ranked third.

The concept of justice is considered one of the most important words in the dictionary of human civilization, and on the other hand, according to Article 78 of the Sixth Development Plan, the government is obliged to achieve social justice and support vulnerable groups, and expand relief, support and insurance coverage, and prevent and reduce social harms. Design and implement the necessary programs to achieve the goals of the 6th Development Plan. The purpose of the current research is to identify solutions and provide a model to realize social justice of human resources according to the 6th development program of Article 78. The research method used is a mixed method, which is a qualitative part of thematic analysis and a quantitative part of a descriptive survey. The statistical population of the qualitative section is 11 experts in a purposeful way and using snowball sampling, and in the quantitative section, 200 members of the Ministry of Welfare were randomly selected. Using the method of thematic analysis and using semi-structured interviews, 5 main themes include: respecting the principle of meritocracy at all management levels, establishing a cooperative system and ensuring social welfare, fighting oppression and inequality and unfair social discrimination, creating and establishing justice In the social system, operationalization and transformation of the country's tax system were calculated, which were categorized in the form of a theme network, and then the effectiveness of all the identified factors was confirmed using confirmatory factor analysis.

The purpose of the current research is to explain and analyze the lean government, a new strategy in governance. Pure government, as a new structure, is attractive and growing. One of the main reasons can be mentioned the positive reports of the results and their use in previous researches. Researchers have been trying to explore its hidden and dark aspects in recent years. The theoretical and practical importance and necessity of using the lean government is in the positive consequences that are formed in the process of development and transformation in the executive processes, operations and actions of the government. From this point of view, factors such as providing smart solutions, promoting more efficient and minimal consumption of resources, re-engineering tasks with the aim of reducing unnecessary tasks, are important consequences of the lean government's approach to governance. The analysis method of the present research is descriptive. The reviewed studies are the authentic articles of the pure government over the last 20 years. The results show that the analysis of the theoretical foundations of the pure government field indicates the existence of various aspects of the pure government and its effective role in governance.

Today, employee engagement is a favorite concept for human resource researchers. Because the long-term success of organizations depends on employing knowledge workers. Therefore, this research was conducted with the aim of presenting the pattern of employing retirees in the National Oil Company.

Qualitative research approach and its strategy is foundation data. The statistical population was experts who were selected based on purposeful sampling and theoretical saturation principle, 16 people were selected. The data collection tool was a semi-structured interview and a questionnaire, whose validity and reliability were confirmed.

The pattern of employing retirees in the National Oil Company under the influence of effective causal conditions including structural and organizational factors, productivity, human capital, management and supervision, laws and regulations and mediating factors including think tanks, weakness in the budget system and the allocation of financial resources and Managers' motivation and background factors include political, social, cultural, economic, technological, organizational and administrative currents. A set of strategies, including the adaptation of capabilities, capabilities and culture-building, leads to positive consequences in the employment of retirees.

By implementing the retirement model in the National Oil Company, it can be hoped that while employing these valuable forces, they will transfer their knowledge and experience to the young forces.

In any society, the attention of government officials and policymakers to welfare is considered important and necessary; Because welfare is one of the main indicators of development and is one of the key elements in the growth and development of society. The Islamic Republic of Iran was formed on the basis of the teachings of the religion of Islam and with emphasis on religious components and religious values. Therefore, the purpose of this study is to explain the dimensions of the components of public welfare promotion with a soft power approach. The present study is development-applied in terms of purpose. In the qualitative stage, in order to design a research model, 20 purposefully selected academic and executive experts were interviewed, and the interview process continued until theoretical saturation was achieved. In a small step to validate the research model, managers and government experts in the field of public welfare were asked for a questionnaire and the data were analyzed by structural equation modeling and smart PLS software. The sample size of 216 people was calculated by Cochran's formula and the sample members were selected by simple random sampling. Based on the findings, three variables of drivers, strategies and consequences for promoting public welfare and soft power performance were identified. The results showed that the use of soft power principles in promoting public welfare can play a significant role. Also, government strategies play an important moderating role in improving the public welfare situation in society.

The present study aimed to provide a model of retirement continuity with knowledge management in the National Iranian Oil Company, the type of research in terms of purpose, development and data type. Participants in the qualitative section, academic and executive experts were selected by non-probability sampling method. Data collection tools were semi-structured in the qualitative part of the interview and questionnaire in the quantitative part and continued until the theoretical saturation stage. Data analysis method was used in the qualitative part of thematic analysis and in the quantitative part of structural equation modeling and confirmatory factor analysis. Findings showed that effective internal antecedents are structural areas, laws and regulations, think tanks, poor budget allocation and external antecedents, political, socio-cultural, economic-technological, international and organizational currents. Institutional requirements include legal and professional requirements and moderating factors, including: compliance with the capabilities and capacities of retiree service and culture building.

The purpose of the present study is to design a model for the promotion of general welfare based on good governance. The current research is developmental and applied in terms of its purpose. 

In the qualitative stage of the present study, the issue analysis method was used. The descriptive method was used in the validation phase. In the qualitative phase, in order to design the research model, Interviews were conducted with 20 academic and executive experts who were selected by purposive sampling. In the quantitative stage, to validate the research model, the employees of the Iranian Ministry of Cooperatives, Labor, and Social Welfare were asked for their opinions by answering a questionnaire. The gathered data were analyzed by structural equation modeling and Smart PLS software. The sample size included 216 people and was calculated using the Cochran formula. A subset of participants from the population was selected by the simple random method. 

According to the findings, three variable categories of propellants, strategies and consequences were identified for public welfare governance.

The results showed that the use of good governance principles can play a great role in promoting public welfare. Also, the strategies and characteristics of the Iranian Ministry of Cooperation, Labor and Social Welfare play a significant moderating role in improving the conditions of public welfare in society.

Today, due to the declining trend of public welfare in the country, it is important to the government, especially the Ministry of Cooperatives, Labor and Social Welfare, as the responsible body of public welfare, to implement appropriate strategies and programs. Therefore, the aim of this study is to design a public welfare model based on good governance in the Ministry of Cooperatives, Labor and Social Welfare. This study is applied, developmental in terms of purpose and is considered a descriptive-survey in terms of implementation method. In the qualitative stage, the theme analysis methodology was used and in the quantitative stage, the structural equation modeling was employed. In the qualitative stage, in order to design a framework, 20 academic and executive experts were interviewed who were purposefully selected. Based on the findings, 5 dimensions of economic, cultural, health, social, and happiness were identified for public welfare. As well, 9 strategies, based on good governance to promote public welfare, were identified to be implemented by Ministry of Cooperatives, Labor and Social Welfare. In the quantitative stage, to validate the research model, 216 managers and specialists in the Ministry of Cooperatives, Labor and Social Welfare were surveyed with a questionnaire, for which the Cochran's formula was used and the random sampling method was employed. The data were analyzed using structural equation modeling. The findings confirmed the components of the research model. Moreover, the results showed that the Ministry of Cooperatives, Labor and Social Welfare can improve public welfare in various dimensions of the model using strategies based on good governance.

The purpose of this research is to determine the effect of social responsibility on organizational attractiveness. The research method is applied in terms of purpose and descriptive survey in terms of data collection method. Library and field methods and questionnaire tools were used to collect information. The statistical population of the study includes all employees of Bank Mellat branches in Tehran, numbering 3,000 people. The sampling method is cluster in the first stage and random in the second stage. In order to determine the validity of the questionnaires, content validity and construct validity have been used. Also, Cronbach's alpha coefficient was used to determine the reliability of the questionnaire, which was calculated to be greater than 0.7, which indicates the high reliability of the questionnaire. To analyze the data, descriptive statistics and inferential statistics were used. In the descriptive part, research variables such as mean, standard deviation and variance were examined. In the inferential part, confirmatory factor analysis was used to investigate research hypotheses from equation modeling. Structurally used with the help of SmartPLS 3 software. The results indicate that social responsibility is effective in organizational attractiveness