جستجوی مقالات مرتبط با کلیدواژه « گردشگری » در نشریات گروه « مدیریت »

The tourist industry is one of the most important sources of economic growth and development and its rapid growth leads to social, economic, and environmental changes. It is necessary to value tourist attractions in an appropriate manner to express the role and importance of tourism and convert it into monetary value. In the present study, the value of recreation was estimated in Dowlatabad Garden using the contingent valuation method (CVM). Also, a logit model was used to investigate factors influencing the willingness of visitors to pay for the improvement and protection of this garden. For this purpose, the Cochrane formula firstly was used to determine the sample size, and then questionnaires and face-to-face interviews were used to collect the data. Regarding results, the variables of monthly income, job, education, vehicles, and the maximum offered amount significantly affect the willingness to pay. But, there is not a significant relationship between willingness to pay and age, gender, and visiting season. The average willingness to pay for each visitor to protect and improve the condition of Dowlatabad Garden was estimated 80,300 Rials. According to the number of annual visitors, the Annual Social Value (ASV) of this historical place was estimated 11,842 million Rials. The results of the present study indicate that the conditional valuation method is efficient for the valuation of non-market goods and services.

One of the key aspects of tourism development in every region and country is the role of restrictive factors. The purpose of this study is to identify the factors restricting the development of tourism in Iraq's Karbala province and to evaluate the intensity and effectiveness of each factor. The research has a descriptive-analytical method and the data was collected from a sample people including 400 tourists from different nationalities, randomly using a questionnaire tool. 39 restrictive factors were identified by studying documental sources and surveying 4 experts. For data analysis, the Path Diagram in Structural Equations Model using AMOS tool and the One-Sample T-Test we re used. Findings showed that the role of 11 infrastructure factors, including roads and transportation, is more prominent than other factors in terms of the severity of the impact on deterrence. Also, the service-welfare factors justify more than 34% of the restriction of tourism development in Karbala province.

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.

Nowadays, many countries around the world have recognized the extensive dimensions of the tourism industry in terms of production, employment, and income, and have been actively engaged in its development for decades. Among these, health tourism is a type of tourism that has been rapidly growing in the current world, with statistics showing the profitability of this type of tourism. The forthcoming research aims to identify and prioritize the factors influencing the development of health tourism in the hot springs of Dehloran.

This research is applied in terms of purpose and descriptive-analytical in terms of method and has been done with qualitative and quantitative approach. Data collection method is field and interviews and questionnaires are used to collect data. The questionnaire was researcher-made and obtained from interview results whose validity was measured by experts and reliability assert by Cronbach's alpha. The statistical population of this study in the qualitative stage includes 20 experts in the field of tourism who were selected by using the method of sampling available samples and snowball method. The statistical population in the quantitative part of the research includes tourists referring to the level of Dehloran hot springs that the number of them is unknown. Simple random sampling was done and the sample size was calculated based on Cochran's formula and estimated 384. Data analysis was used in qualitative section using open and selective coding to determine the factors and in the quantitative section, inferential statistics including factor analysis and Friedman rank test were used by LISREL software. In this study, to ensure the reliability of the questionnaire and its measurement, all three factors include: factor loads, Cronbach's alpha and combined reliability were used.

After collecting data through interviews with experts and analyzing it in the qualitative and quantitative sections, the results show that solutions including: recreational -facilities, construction changes, cultural- educational solutions, physical infrastructures and health and safety outcomes are the main factors affecting the development of health tourism in Dehloran hot springs. According to Friedman's ranking test, prioritizing the factors affecting tourism development of Dehloran hot springs are as follows: The first priority is cultural and educational facilities with an average rank of 4.00 and second priority is construction changes with an average rating of 3.96. The third priority is physical infrastructure with an average rank of 2.92, the fourth priority is security and health with an average rank of 2.24 and the fifth priority is recreational and welfare factors with an average rank of 1.88.

Each of these factors includes indicators that affect the development of health tourism in this region. Cultural and educational factors include indicators as: local customs and educational activities. Factors related to construction changes including: indicators of updating conditions and creating structures and processes attracting tourists. Physical infrastructure includes: security activities such as drinking water facilities, construction of sanitary facilities, construction of indoor swimming pools separately, internet and banking infrastructure, policy on identification of physical facilities of the complex, expansion of advertisements for the complex, proper lighting and lighting in the path and at the level of the complex, and heating and cooling infrastructures. Security and health factors include: indicators of security measures and facilities and medical facilities and Recreational and welfare factors include: indicators such as recreational and welfare facilities, transportation and traffic infrastructures, accommodation and welfare facilities, construction of green spaces and man-made attractions.

The results show that recreational facilities, construction changes, educational cultural solutions, physical infrastructure, and health and safety outcomes are the main factors affecting the development of health tourism in Dehloran hot springs.

Today, tourism is known as the largest and most diverse industry in the world. The current research was conducted with the aim of presenting a model of smart tourism development strategies in Iran. In the first part of the qualitative method with an inductive approach, it is exploratory in nature and basic research in terms of direction. In the second part, a quantitative method was used to confirm the dimensions and model. Therefore, in terms of practical purpose, in terms of research strategy, it is considered a survey. The statistical population in the qualitative section is experts in the field of tourism, whose sample size is 15 people based on theoretical saturation. In this section, the method of sampling is purposeful. The statistical population is a small part of the tourists in Iran (unlimited), based on this, the sample size was determined to be 384 people. The main tool of data collection was semi-structured in-depth interview in the qualitative part and the questionnaire was used in the quantitative part. Qualitative data analysis was done using the data-based theory method and quantitative data analysis was done using structural equation method (Amos). Based on the obtained paradigm model, the components related to smart tourism in six categories of causal factors (economic factors, technological factors, infrastructural factors and legal factors), background conditions (environment, social factors and cultural factors), intervention conditions (Government support and political and security factors), core category (smart tourism goals, smart tourism experiences and smart tourism business ecosystem), including strategies (support industries, technical measures and electronic marketing) and finally consequences (consequences economic, social, stability and political) were identified. In the quantitative section, the case model was examined and confirmed.

As an emerging concept in tourism studies, “Contemporary Arts Tourism” is currently discussed within the framework of Cultural Tourism studies. The growing status of Arts Tourism in developed countries indicates the significance of art in a sustainable development process. The case also holds true for Iran. In this regard, the current status of the “Culture and Arts” and “Tourism” economy heralds a promising future as an alternative to the present economy that is based on oil and natural resources, considering the fact that the cultural capital required for such a development already exists. Therefore, this study sought to identify the challenges and requirements of developing contemporary art tourism in Iran using the grounded theory approach. To this end, the required data were collected through specialized interviews with twenty-seven participants, including art experts, tourism professionals, and relevant government employees. The collected data were then analyzed using three stages of coding, including open, axial, and selective coding. According to the study’s results, the government, the tourism sector, and the art society were identified as the main actors (stakeholders) in developing contemporary art tourism in Iran. However, as the concerted performance of such actors is crucially important for the realization of the goals of such a development, redefining the actors’ roles and revising their duties are the main requirements of such a development. Furthermore, factors such as training, flexibility, improvement of the artistic creation’s infrastructure, development of the tourism industry’s requirements, and correction of Iran's image in the international arena seem to be of great importance.

To support tourism development, it is necessary to consider the factors that help increase the appeal of tourist destinations, trying to portray a positive image of the destinations in the tourists’ minds. Therefore, this applied study sought to examine the factors involved in increasing the appeal of tourist destinations in Poldokhtar County, Lorestan province, Iran, using a descriptive-analytic approach. The required data were collected through the administration of the researcher-developed questionnaire. The population of the study comprised fifty tourism experts and specialists who were selected through purposive sampling. Moreover, regression and binary logistics models (LM-Newton-Marcard-Rafson) were used to find answers to the research questions.The results of the study indicated that the diversity of job opportunities created by tourism products, cultural authenticity/natural assets, and tourism infrastructure were the most important factors involved in increasing the appeal of tourist attractions in Poldokhtar County. On the micro-structure level, the results suggested that the diversity of income-generating opportunities created by the development of tourism products, promotion of indigenous-local arts and handicrafts, the establishment of conference halls/ resorts to satisfy tourists, preservation of cultural/ historical and ancient attractions of Poldokhtar county, the development and improvement of tourism transport infrastructure, and the promotion and preservation of indigenous-local traditions were the most important indicators which could help increase the appeal of tourist attractions in Poldokhtar.

The impact of COVID-19 on the way we live has been unprecedented. Travel and tourism were among the leading sectors to face a catastrophic downturn as national borders were closed to contain the outbreak. Precautionary measures were taken, and social distancing became a norm. Most people had to cancel or postpone their travel plans. The current crisis requires a strong preparation from the industry for a fresh start on health and resilience. The emergence of that deadly disease has led to huge financial losses and created global health and economic crises around the world. Epidemics have a negative effect on the behavior of tourists and their mental health. As a result, they abandon their planned tours for fear of catching the disease, as it seems impossible to avoid the transmission of the virus during the trip. Globally, travel and tourism make a significant contribution to job creation as well as socio-economic and cultural development worldwide. Now, according to the existing potentials and the drivers that can lead to re-upgrading the competitive advantage of travel and tourism after the COVID-19 era in our country, it is necessary to carry out necessary investigations so as to identify the forces affecting it and invest in them. This can again improve Iran's position. Therefore, this research seeks to identify and structure the factors affecting the success of agile marketing in turbulent conditions after COVID-19. This research was conducted with a qualitative approach in terms of data collection. It is also descriptive in terms of its purpose and is in the category of applied research. The statistical population of the research consisted of the professors and senior managers and active experts in the units related to the field of marketing in Yazd City. The selection of the participants in the present research was non-random and by targeted judgmental sampling. The respondents to the questionnaires of this research were 10 professors and senior managers and active experts in the units related to marketing and tourism, of which three professors were in Yazd University, four experts in the field of tourism and three in marketing. In this research, a researcher-made questionnaire was used to collect the data. To design the items of the questionnaire, first, several internal and external articles related to the research topic were reviewed, and agile marketing factors were identified in each article. These surveys to find agile marketing factors were done until saturation was reached and no new factor was encountered. The questionnaire items on agile marketing factors were found from different articles. The data obtained from the research questionnaire were analyzed through the ISM technique. In the current research, the opinions of experts were used to check the validity of the questionnaire. The questionnaire consisted of a series of completely standard tables related to structural-interpretive modeling, so it had acceptable validity. According to the results of the research, thirteen factors are involved in agile marketing. The indicators of responsiveness, market-based organizational learning, group and regional sales development, marketing mix compatibility, and rapid change of marketing mix in pace with the change of market competitive conditions are among the most important factors affecting success. In many cities, regions and countries, tourism plays an important role as a strategic pillar of the economy's GDP. The tourism and leisure industry plays a vital role in economic activity and customer satisfaction, but now it has also become the most vulnerable member of the industry. The development of the tourism industry is of great importance, especially for developing countries that are faced with problems such as high unemployment, limited foreign exchange resources, and a single-product economy. In turbulent environments, industries constantly face challenges. Failure to quickly respond to these challenges may result in significant financial losses. Agile marketing is effective in the turbulent post-corona situation. The analysis of influence-dependency power showed that market-based organizational learning has the most influence and dependency power. Based on the findings of this research, in order to increase the success of agile marketing in post-corona unbalanced conditions, it is suggested to use agile marketing to discover opportunities and align the market trends so that they may not adopt ambiguous strategies against sudden changes. Agile marketing makes it possible to make changes to any part of the program without disrupting other parts. It is recommended that there should be very clear and explicit communication and the duties of each department should be specified. Also, by holding daily meetings, important departments in this industry should be aware of the work process. Priorities are taken into account, because it enables different departments to put on the right track, thereby increasing the sale of products and services and making the business prosperous. The agile method allows dividing the goals into different and independent and yet related parts, testing each part on a daily or weekly basis, and checking the results. If it does not work, another method should be adopted. This not only avoids the waste of time and big expenses but also, in a short time, determines the result of every decision and action. It is suggested that all the departments interact and choose the best solutions together. It is also recommended to be customer-oriented because agile marketing is customer-oriented and can always involve customers' opinions in the work process. By changing the customer's behavior, different departments can be quickly organized in line with the customer's satisfaction. And finally, agile marketing allows you to work on all the parts of a big project at the same time. Therefore, it is suggested to comprehensively investigate environmental imbalance with agile marketing

Preservation of historical textures is essential as the subject to continue life in cities, and regeneration has been proposed, focusing on tourism development as the latest and the most accepted policy for the protection and maintenance of valuable historical textures. The present research has been done with the aim of expressing the regeneration of historical textures in the central part (Nav Qala) of Saqqez with an emphasis on tourism development. The current type of research is applied in terms of purpose, and it has been descriptive-analytical in terms of data collection. First, regeneration strategies were collected in different indicators: physical-functional, Semantic-identity, and socio-economic, according to the purpose of the research, and the BWM model was used to check the superiority of strategies, determine the weight, and, finally, the amount of compatibility. Since the current research was expert-oriented, the desired sample was selected based on the targeted method (snowball), a number of 15 people. The research results have shown that the strategy of continuity communication and connection between texture spaces is placed as the priority in order to create spatial unity among the 15 specified strategies, and the identification and prioritization of suitable routes have been made for sidewalk construction (Less than ten minutes) for convenient access and more convenient for tourists to historical places. Finally, access to tourists has been provided to historical places from the three main roads of Imam Street and Jomhouri Boulevard, Mellat Street, and Fakhr Razi Street, bypassing the nearest and the best way using a network analysis model.

Documentary and field studies of medical tourism in Iran indicate that although medical tourism has long attracted foreign tourists and patients, and in recent years, the foundations of its organizational and legal management have also begun, it is going through the first stages of its development and is facing challenges to reach its rightful place. The present study aims to compile and prioritize the factors affecting medical tourism development in Ahvaz metropolis. The study employed an applied research design, descriptive-analytical method, and survey research. The study is a quantitative research based on the collected and analyzed data. The data were extracted from library and field research techniques. The statistical population comprises scientific and executive medical tourism experts in Ahvaz city, whose number was estimated to be 35. Due to the limited population size, all individuals were selected as samples (total population sampling). The findings demonstrated that the factors of facilities and advanced medical equipment with path coefficients of 0.51 and t of 3.5; the behavior of doctors and medical staff with path coefficients of 0.38 and t of 3.9; cost-effectiveness with path coefficients of 0.72 and t of 9.2; Information search with path coefficients of 0.28 and t of 4.1; and individual factors with path coefficients of 0.36 and t of 3.5 have a significant correlation with medical tourism development in Ahvaz metropolis. Use of medical and tourism facilities and equipment with high technology and international standards, promotion of tourism culture, clarification of the price of medical and tourism services, improvement of the quality of medical services, and increase and use of information technology in related fields should be placed on the agenda of the officials to achieve the medical tourism industry development

The main difference between Coronavirus crisis and other crises has been its range of influence, in a way that it has effected many countries world-wide. This catastrophic crisis causes one million people per day lose their jobs just in tourism industry field in the world and it has jeopardized many lives around the world. The tourism industry has long been identified as one of the most vulnerable industries to crises and disasters (Biggs et al,2012:645). Health crises such as epidemics can have a negative impact on tourism, as travel can facilitate the spread of infectious diseases (Mason et al,2005:13). The World Health Organization has recommended a series of travel restrictions for countries experiencing coronavirus outbreaks. These restrictions have been applied in many countries, which has significantly affected tourism (UNWTO, 2020). Over the past 15 years, many health-related crises, especially epidemics, have severely damaged the tourism industry at the regional and international levels, such as SARS and Ebola, and foot and mouth disease (Novelli et al,2018:77). Tourism, as a fragile and highly vulnerable industry that inherently has human interaction and mobility, is more at risk than any other economy.

The present article is a developmental - applied research considering the extent of this catastrophic crisis. Data analysis according to the results of interviews was performed by Theme analysis. The process starts when the analyst begins to notice, and look for, patterns of meaning and issues of potential interest in the data – this may be during data collection. Immersion usually involves ‘repeated reading’ of the data, and reading the data in an active way - searching for meanings, patterns and so on (Braun and Clarke,2006:16).

To answer the first question of the research according to the results of interviews and research documents, the most important challenges in tourism businesses are: paying staffs salaries, paying monthly payments, rent, bills, taxes and staff insurance premiums, refund of cancelled travel funds ,impossibility of refunding paid funds for booking foreign payments and hotels, trained manpower layoffs, hotel upkeeps costs at the time of hotel closure, health and safety of staff and tourists matter, long epidemic and intolerance of travellers, widespread consequences of this event (epidemic), fear of the future, lack of necessary liquidity of travel services offices to compensate Travel cancellation (tickets, hotels, etc.), the lack of rules to compensate costs and the departure of service offices from the normal situation.Opportunities ahead are: Transformation of traditional tourism model into new model based on tourist needs, increasing digital marketing and communication with domestic and foreign tourists to build a safe and risk-free travel, maintaining and communicating with Previous and loyal customers as starting points, oopportunity for small businesses by controlling and reducing costs and flexibility to change strategy, creating parallel and complementary businesses to reduce vulnerability in crisis.According to the findings of the present study, the most important strategies for overcoming the corona crisis are: confidence building propaganda action plan, tax forgiveness and paying grant, the necessity of taking crisis management knowledge seriously, forming a crisis management team, planning target market in domestic and international levels and expanding domestic tourism for provoking demands in the country.

Regarding the first priority, the action plan of trust-building advertisements, it is possible to increase digital marketing and communication with domestic and international tourists for planning a safe and risk-free trip in Iran by observing health protocols. In order to the second priority’s execute, tax exemption and grant payment, information can be collected from experiences of successful countries like Turkey, Italy, Spain, Germany, China and Egypt. In order to execute the third priority, the necessity of taking crisis management knowledge seriously and form a management team, it is possible to collect information in area and local places and also set up small professional teams and find a safe area in related and unrelated areas. According to the forth priority’s execute, the plan of determining the target market in domestic and international level, it is possible to maintain and communicate with previous and loyal customers as a starting point (travel initiator), and also focused on identifying target countries (with white flags that have less infected by coronavirus) as well as identifying cities with white flags in designated countries. Regarding the fifth priority’s execute that is expanding domestic tourism for provoking demands in the country, it can be possible to plan the conformity market and simulate products to the tourist’s demand, as well as controlling the costs in order to improve organizational agility.

Tourism, as a highly productive industry, has received a great deal of attention in various countries in recent decades. Isfahan is one of the cities with many attractions that has the potential to compete with other cities in attracting tourists. For this purpose, this research started with the aim of a "future" study of Isfahan as a competitive city in the field of tourism using a scenario writing approach. This research is a research with a descriptive-analytical nature that is applied in terms of purpose. The methods of data collection are library, documentary, and questionnaire. In order to analyze the information, based on the futuristic approach, the method of structural analysis and interaction balance was used using MIC MAC and Scenario Wizard software. After reviewing the research background and theoretical foundations, 221 indicators related to the study of competitive cities extracted from reliable and up-to-date sources were refined using the Delphi-fuzzy technique. In the next step, the structural analysis method identified key impulses from 39 refined indices. By analyzing software outputs, investment indicators, quality of tourism infrastructure, marketing effectiveness to attract tourists, and marketing planning were identified as key indicators due to the appropriate impact on the system under study. In the last stage, scenarios were developed using the interaction balance method. Twenty-seven scenarios were obtained by Scenario Wizard software, which were classified into three categories as strong and probable scenarios, high compatibility scenarios, and possible and weak scenarios. In the end, scenario baskets were formed for the future of tourism in Isfahan. According to the results, if Isfahan wants to have a favorable future in the field of tourism, it must control and develop the three indicators to attract tourists

Electronic marketing has been used by many organizations and companies in the world as one of the most important aspects of innovation in doing business. Today, the expansion of e-commerce has reduced to visit the offices of travel and tourism agencies. E-marketing can lead to improved sales of travel and tourism services. The purpose of this study is to review and evaluate the websites of travel and tourism agencies in Iran. The statistical population of this study includes travel and tourism agencies in Tehran, Isfahan, Shiraz, Tabriz, Mashhad and Sanandaj cities. The results of the evaluations of travel and tourism agencies and their comparison with the city of Tehran show that only the agencies of Mashhad city with 60.7% compared to Tehran with 27.5% are in the first Layer of the second stage. Also, in the Third layer in second stage, only the agencies of Isfahan city with 66.7% are at a higher level compared to Tehran with 47.5%. The rest of the agencies in other cities are at a lower level in different stages.

Today, the tourism industry is the largest and most diverse industry in the world. One of the main tools of this industry is information technology, of which Instagram is also a subset. In recent years, the access of millions of users around the world to the Instagram social network has made this media the center of attention of communities and individuals, and it is used for marketing and expanding businesses. For this purpose, the present study aims to investigate the effect of providing useful information about tourist destinations on Instagram social media on the travel intention of followers. The current research is applied in terms of its purpose and in terms of the method of collecting and analyzing descriptive data of correlation type. The statistical population of the research includes all Instagram social network activists who are members of tourism service pages, and a total of 235 samples were selected using the available sampling method. In this research, after a wide review of the literature on the subject, the conceptual model of the research was defined and a questionnaire was formulated in its framework. The validity of the questionnaire was calculated and verified using confirmatory factor analysis and content validity and reliability and its variables using Cronbach's alpha coefficient. Then, the research hypotheses were decided by analyzing the collected data using AMOUS software. The main model includes four variables: provision of useful information, acceptance of information, dissemination of information and travel intention. The results of this research showed that the provision of useful tourism information on Instagram platform has an effect of 0.649 on information acceptance and 0.736 on its dissemination. Also, the effect of information acceptance on travel intention was confirmed with a coefficient of 0.500, but the effect of information dissemination on travel intention was not confirmed.

With the globalization of the market, companies try to improve their performance by using different processes. The advancement of big data technology has caused marketing companies to store a large amount of data about their customers. Therefore, better understanding of customers by big data information technology and the use of complex statistical software to analyze the needs of tourists has been considered in recent decades. Therefore, the aim of this research is to investigate the use of big data analysis strategy, Internet of Things and artificial intelligence to improve the company's performance. The current research is quantitative in terms of data collection and survey. The statistical population of the research is web-based tourism and travel companies, 384 of whom were selected using Cochran's formula and available. The validity of the research factors was confirmed by experts and Cronbach's alpha was used to confirm the reliability of the research. The findings of the research showed that artificial intelligence and the Internet of Things have a positive and significant effect on the creation of customer knowledge and user knowledge. Also, the creation of customer knowledge, user knowledge of the foreign market has a positive and significant effect on the rational decision making of marketing and the rational decision making of marketing.

Nowadays, tourism is one of the important sources of income and one of the effective factors in development and progress in countries. In this connection, rural tourism is of special importance as one of the main types of tourism. Therefore, knowing the obstacles and driving factors of this type of tourism is of special necessity. The current research has been done with the aim of identifying and explaining the factors driving and inhibiting the development of rural tourism from the perspective of experts, who have investigated the issue using a mixed method. The sequential research approach is an exploratory one that is carried out in two qualitative and quantitative phases. In the qualitative phase, using the scoping review method, the main variables and indicators were identified, and then in the quantitative phase, they were analyzed and investigated using the survey method and the questionnaire tool. According to the findings of the qualitative phase, 4 criteria and 43 sub-criteria were identified among 53 related researches. In the quantitative phase, specialists and experts in the field of tourism and rural planning commented on the approval and prioritization of each factor, and all the factors were approved in their opinion. The present study showed that various aspects promoting or hindering the development of rural tourism, including social, economic and environmental aspects of tourism development in Nir city, are considered with acceptable amounts. Therefore, the concept of rural tourism development should be effectively implemented throughout the region and existing gaps to support rural tourism development should be addressed.

Tourism industry, as the biggest economic generative industry in the world in the last decade, is a good alternative for the growth and development of the countries. The winners of this industry will be companies that create innovative ideas and use them as core competitive advantage. In this regard, the present article aims to examine the innovation drivers in tourism companies in Gilan province with a systematic approach. The research method is descriptive and its purpose is applied. The questionnaire was used to collect research data. The statistical population includes a combination of 13 university experts and the Cultural Heritage, Handicrafts and Tourism Organization of Fouman city. After identifying 32 drivers of innovation trough the literature review, these drivers were distributed among experts in form of a questionnaire, and applying Delphi method, 15 main drivers were used to implement interpretive structural modeling (ISM) method. According to the results, the innovation drivers were classified into six levels. The findings show that the agility of innovation methods lies at level 1, open innovation, innovation engagement, thinking skill, experts’ integrated communication and creativity techniques lie at level 2, work environment, conflict resolution lie at level 3, knowledge about competitors, customization and creative analysis of requirements lie at level 4, innovation leadership, market knowledge and team composition lie at level 5, and finally portfolio management lies at level 6. These drivers were evaluated in the MICMAC matrix and analyzed in terms of their influence and dependence power.

Nowadays, tourism, as a critical source of economic growth, is one of the most important economic activities. Regarding tourism extension role in economic prosperity and the extent of its impact on each economic sector, the cost of each tourist in each economic sector of Yazd province and the short-term impact of each tourist entering the Dowlatabad Garden on each sector were estimated. The estimations were calculated using the regional output-data model and Industry-Specific FLQ Method (SFLQ). The results of the study indicated that the total effect of the tourism industry in Dowlatabad Garden on the economy of the Yazd province was equal to 198252.81 million Rials in 2016, which includes the "direct" and "indirect" effect of each tourist on the production of each economic sector. From 20 studied economic sectors, three sectors, including "other services", "food, beverage and tobacco industries" and "transportation" have the most production effect due to tourists' entrance. Regarding the results of this study, the input-output method is one of the effective methods for analyzing the environmental and tourism impact of economic activities. Also, the results indicated it would be possible to implement proper planning by identifying the location and effectiveness of each tourist attraction, which will automatically lead to the development of other sectors of this industry.

The use of new technologies has created a new type of tourism called virtual tourism. Marketers and tourism activists need to know more about the motivations of tourists in order to promote and progress in this field. Hedonic motivation has also been studied by researchers as a significant case. The present research aims to investigate the dimensions of hedonistic motivation and virtual tourism in the continuous use of tourist destinations in Mazandaran province. This research is applied in terms of purpose and based on descriptive-analytical nature. The statistical population of the research was the tourists of Mazandaran province by the available sampling method in Nowruz 1400. The research tool was a researcher-made questionnaire, whose validity and reliability were evaluated through SmartPLS3 software. The findings showed that among the components related to hedonistic motivation, the components of adventure and exploration, social relations, awareness of the process and satisfaction affect hedonistic motivation. Also, the findings indicate that hedonic motivation has an effect on continuous use. Among the components related to virtual tourism, only the perceived enjoyment component of virtual tourism has an effect on continuous use.

Considering the necessity and importance of green marketing in today's environmental conditions and the competitive arena of tourism, as well as the consequences of perceived greenwashing, the present research has identified solutions for the reduction of perceived greenwashing and immunity from related charges for the marketers of tourism green accommodations.

In this regard, in-depth interviews with experts were used, sampling was done in a targeted manner and continued until saturation was reached. Data analysis was also done by grounded theory method.

The findings of the research showed that the general solutions in this field are: honesty and proportionality in action and claim, transparent presentation of green information, and ensuring the accuracy of tourist perceptions, each of which includes subcategories and relevant indicators.

Therefore, according to the solutions presented, it is necessary for green marketers, in addition to avoiding any kind of greenwashing and making the necessary evidence available to verify the validity of the claim, to also examine the perceptions of tourists in this regard, and in order to resolve any possible misunderstandings try.

Following the mentioned strategies can be a guide for green accommodation marketers (in presenting more effective and honest green claims and protecting real green accommodation in the face of accusations of greenwashing and its consequences) and a basis for future research.