نشریه مطالعات مدیریت گردشگری
پیاپی 47 (پاییز 1398)

The present study analyzes the factors affecting the commodification of rural space in Mahmoudabad county of Mazandaran province. In this study, the descriptive-analytical method was used. The statistical population of the study consisted of 91 villages in Mahmoudabad County according to the Census of Iran in 2016. Half of the villages were selected randomly. Data collection was done using a researcher-made questionnaire and processing of satellite images in four periods. The validity of the research instrument was evaluated by the opinion of the relevant professors and experts and its reliability was determined by internal consistency using Cronbach's alpha which ranged from 0.76 to 0.94 for various variables indicating the optimality of the questionnaire. SPSS 22 software was used for data analysis. The tests used in this study were frequency test, single sample t-test, and chi-square test. The results show that the weakness of the tax system (withholding tax on vacant and second homes for tourism, withholding tax on profits from the sale of land and housing), the inefficiency of the banking system (high-interest rates), the weakness of government policies to support the manufacturing sector have made the Mahmoudabad tourism environment fragile. The consequences can be drastic changes in land use, expansion of construction and landscape destruction.

The success of tourism destinations depends on a proper understanding of the brand image of individuals, but individuals have different mental images which are potentially the basis for segmentation in the tourism market. The present study is primarily an attempt to develop a brand concept map method that is done by refining it with an inventive algorithm, so the research is developmental in terms of purpose. Secondly, to apply the refined Brand Concept Map method in practice this method is used for the tourism brand of Kish Free Zone. The statistical population of the study is people in Tehran city in two groups of people who have visited and those who haven’t visited the Kish Free Zone. The available sampling method is used. The four-step of extraction, segmentation, mapping, and interpretation of mental maps will ultimately lead to the identification of seven segments for the Kish Free Zone Tourism Market. According to the results, there are four categories of luxury tourists, price-sensitive tourists, non-loyal tourists, and Eco-tourists among people who have visited Kish and there are three categories of shoppers, entertainers, and immigrant among people who haven’t visited Kish

By looking at the foreign exchange earnings of world-famous tourism destinations, it can be said that tourism loyalty is one of the most important criteria that can determine the success of tourism destinations. Therefore, tourism destinations can present themselves as a strong and unique brand to attract more foreign tourists. Attracting a lot of tourists requires creating a sense of trust in them, creating a sense of trust in tourists can create a sense of loyalty and finally, it leads to revisiting that tourist destination. For this reason, the tourism destination brand personality and the effect that this concept can have on the beliefs, attitudes and behavior patterns of tourists have the potential to be considered as one of the most important topics of interest for tourism destinations in the coming years. The purpose of this study was to investigate the effect of the brand personality of tourism destination on tourism self-concept congruity and tourism destination trust. This study is applied in terms of purpose and is descriptive-survey in terms of data collection. The statistical population of this study includes the foreign tourists who traveled to Tehran in summer 2016 and visited the Nature Bridge in this city. A sample of 216 individuals was selected from the population using the available sampling method. To collect the research data, a researcher-made questionnaire containing 30 questions was designed based on the literature review. The validity and reliability of the questionnaire were assessed and confirmed before data collection. Descriptive and inferential statistics were used in SPSS and LISREL software to evaluate the research data and test the research hypotheses. The results showed that the personality dimensions of tourism destination brands have a positive effect on the self-concept congruity of the tourist and re-trust in the tourism destination of Tehran. Another part of the results showed that tourist self-concept congruity has a significant effect on trust in the tourism destination of Tehran.

Nowadays, medical tourism has become one of the most important types of tourism, to carry out its effective activity, research in this field is necessary. This research has been done to declare the inbound medical tourism market of Tehran as much as possible. Since one of the convenient tools for identifying and studying the market is segmentation, the basis of this research is segmentation using tourist clustering. For this purpose, 151 questionnaires were completed by foreign patients in selected hospitals of Tehran (Moheb, Mehr, Pars, Asia, Laleh and Royan Institute). The results of the questionnaires were analyzed using confirmatory factor analysis and finally, four different clusters of medical tourists were identified with the names of totalitarians, quality- seeker individuals, people with banned treatment, and people seeking treatment.

The purpose of this empirical study is an investigation of the effect of the economy of tourism experience in the countryside and rural areas of Ramsar and Chalous on place attachment and behavioral intentions through pleasant feelings and positive memories of tourists. This exploratory-descriptive research is of survey type, in which the main tool of data collection is a questionnaire. 184 questionnaires were distributed by available sampling methods in the spring and summer of 2017 among tourists and visitors of the villages and countryside of Chalous and Ramsar in the Northern part of Iran. To analyze the research data, 171 questionnaires were selected and structural equation modeling was used. Research findings show that "The economy of the rural tourism experience has a meaningful relationship with pleasant excitement", "The pleasant excitement derived from experience has a meaningful relationship with memories", and "pleasant excitement has no meaningful relationship with behavioral intentions of tourists”. Therefore, experience economy affects place attachment and, ultimately, the behavioral intentions of the tourists. This research can also guide future researchers towards managerial concepts in the tourism industry, in particular, rural tourism, removing limitations and ultimately provide constructive solutions and suggestions to relevant organizations and centers.

The sociological analysis of marriage tourism among young Iranian couples is the purpose of this study. Lack of proper understanding of the causes, processes, and consequences of this type of tourism is an issue that is pursued in this study. The approach of the present research is qualitative and the method of data collection and analysis is content analysis. Findings show that honeymoon travel is the most important type of marriage tourism in Iran. This trip is to natural and religious destinations. And the quality of appropriate, diverse and accessible services, family support and individual motivations such as vitality, empowerment, avoidance of restrictions and major advertising are the reasons for this type of tourism. Marriage is a cultural event that has become one of the main tourism axes today. Important cities of Iran such as Mashhad, Kish, and Isfahan on the one hand and foreign countries, on the other hand, are the destinations of marriage tourism. Family travel, without the presence of outsiders and at a considerable cost, forms part of the process of this type of tourism. The major implications are the receiving of psychological, social and family feedback on the one hand and the tendency to travel more on the other. The present study has attempted to analyze the issue of marriage tourism from different aspects.

There is a need for supplementary income for farmers and employment creation to help alleviate poverty. Agritourism has been identified as an opportunity for growth and development as it has the potential to meet those needs. In this article, according to the literature review and opinion polls of experts (officials, experts, and experts in agriculture and tourism), the factors affecting the development of agritourism were identified and investigated. In the initial summary, 134 indices were extracted and reduced to 34 indices during the three stages of expert opinion polling. 260 experts answered the questions in this questionnaire. According to statistical analysis using SPSS and LISREL software, research questions were analyzed and the final model of this research consists of 1. Intellectual infrastructure, 2. Physical infrastructure, 3. Institutional factors, 4. Promotion and development factors, and 5. Competitiveness factors.

Excessive attention to the potentials of religious tourism in Mashhad has led to the unbalanced distribution of tourism services. The goal of the present research is to investigate the effects of the political economy of Mashhad religious tourism on the unbalanced distribution of tourism services. In order to achieve this goal, the unbalanced distribution of tourism services in Mashhad is firstly explained based on the Mashhad urban database. Then, by interviewing people familiar with the political economy of Mashhad, the effects of religious tourism's political economy on the uneven distribution of tourism services are explained. The findings of the study indicate the role of religious tourism actors and the political economy conditions prevailing in religious tourism in intensifying the focus of tourism services around the holy shrine of Razavi. Of the most important research strategies, the establishment of integrated tourism management, the preparation of a comprehensive urban tourism plan in Mashhad and the promotion of the level of participation of private sector investors and civil society in the context of Mashhad's political economy can be noted.

The growth and development of the use of electronic services in the tourism industry have become particularly important. The main purpose of this research is to study and examine the impact of perceived e-service quality on the willingness to use e-service systems. The philosophy of the research is positivism, the approach is deductive, and the strategy is surveying. Therefore, after reviewing the literature and designing the conceptual model, a questionnaire containing 21 questions was presented to the statistical sample. The statistical population of this study is all customers who use electronic services of websites active in tourism in Tehran. Out of 500 distributed questionnaires, 381 correct questionnaires were used for data analysis. The structural equation modeling method based on AMOS software was used to analyze the research data and test the hypotheses. The results indicate a positive effect of perceived e-services on willingness to use e-service systems, brand mental image, e-satisfaction, and perceived risk. In fact, paying attention to the quality of e-services, satisfaction, the brand image of the organization and perceived risk reinforces the tendency to use e-service systems.

Unsustainable use of natural heritage leads to their destruction. Nowadays, rivers, as one of the most vital natural heritage, have been used unsustainably. Generally, rivers have the ability to attract tourists in the long run. Therefore, a sustainable tourism approach can help improve rivers' conditions while attracting tourists. With the descriptive-analytical method and the purpose of analyzing the environmental aspects affecting sustainable tourism realization, Zarjub River, located in Rasht, was evaluated. Subsequently, through the analytical hierarchy process and a survey of 25 local experts, the importance of environmental criteria and sub-criteria was determined. In order to assess the current status of the Zarjub River according to the criteria and sub-criteria, available statistics and questionnaire tool were used. In this regard, 400 citizens, 25 local experts, and 20 municipal officials were surveyed. Statistical analysis was performed using SPSS. Then, according to the importance and the current status of the criteria and sub-criteria, an integrated analysis was carried out. All criteria and sub-criteria are in the second, third and fourth areas. The criteria in the second area are more effective in realizing sustainable tourism because of their high importance and unfavorable status quo. The SWOT strategies were ranked with the VIKOR method, based on the criteria and sub-criteria and with the help of 25 native experts. Among the strategies presented, the strategy of "strengthening the tourism aspect of the river in all seasons, based on the principles of sustainability" was ranked first in terms of importance.