نشریه گردشگری و توسعه
سال نهم شماره 2 (پیاپی 23، تابستان 1399)

Today, investment in brand-related consumer relations has become a major issue for many companies seeking to survive and profit from customer continuity. the aim of the present study is investigating the relationship between of Brand originality and Love the brand with considering the role of need for uniquenessin five star hotels in Mashhad. The goal of this research in terms of functional and data gathering practices, is based on description of the survey. The Measuring instrument in this study is questionnaire that included ‎‏23 ‎‎questions with Likert five option.Cronbach's alpha coefficient and Composite reliability that is used to determine the validity of the questionnaire and assess the reliabili is approved. The samples of this research are 223 persons of five star customer hotels of Mashhad. Data collected In the first six months of 2018 and For descriptive analysis of data using SPSS software and To test the assumptions using structural equation modeling (SEM) through the smart PLS Software. Research findings shows that there is a significant and positive relationship between the Brand originality and Love the brand, but need for uniqueness on the relationship between Brand originality and Love the brand had not significant effect.

The present research seeks to identify the most important factors in the development of e-tourism in Iran’s tourism industry. In the present study, after collecting and reviewing all previous studies related to the subject, the factors influencing the development of electronic tourism were extracted and then assessed by the team of decision makers. Then, using the conceptual structural modeling technique of the fuzzy Dematel, the conceptual model of the research as well as the relationships between them were identified. Finally, out of the 24 identified factors 10 factors were identified as the most important factors. By calculating the values and the most important criteria are: Tourism banners, virtual tours of tourism, electronic booking and sales, tourism websites, more informative information, tourism databases; also based on factor indicators: tourism banners, electronic booking and sales, proper information, Tourism databases, electronic trust, sanctions and economic pressures are among the factors that have a great influence on other factors of tourism development due to the fact that they are in the semi-positive of the causal factors chart. Other criteria, such as virtual tours, tourism websites, e-readiness of Iranians in connection with the development of virtual tourism and Internet magazines in the semi-negative chart show the high impact of these factors.

tourism marketers in an increasingly competitive market are quickly adopting branding strategies similar to what product marketers uses in order to emphasize the uniqueness of tourism destinations they represent. Brand personality, satisfaction, and customer identification with the brand are important drivers of consumer behavior in several contexts. However, the literature lacks studies on these constructive role in tourist behavior. The purpose of this research is to determine the effect of the destination personality on the revisit and promotion of tourism destinations in Kurdistan province. Therefore, the present study in terms of purpose is functional, in terms of nature, descriptive and in terms of research methodology, is a survey. Statistical community of this study, includes domestic tourists from Kurdistan province, especially the three most popular cities of Sanandaj, Marivan and Baneh. With regard to the unlimited statistical community, the number of sample members according to the Cochran formula was 384. A questionnaire was used to collect data and data was analyzed by structural equation modeling using PLS software. The results of this study show that five personality traits in Kurdistan province are respectively: Original, Friendly, Warm, Charming, Down-to-earth .Also, the results of the research hypotheses showed that the destination personality has a positive effect on the tourist satisfaction, tourist–identification with destination, promotion of destination and revisit intention; The tourist satisfaction has a positive effect on the tourist– destination identification, promotion of the destination and revisit intention , Identification on the promotion of the destination and revisit intention has a positive effect.

 Destination branding has become one of the most interesting issues in the tourism industry today. In this regard, the health tourism industry plays an important role in sustainable development and it is one of the most dynamic economic activities of the present era. This is an "analytical-applied" research and it is also qualitative in terms of data collection. The statistical population of the research includes faculty members and doctors, managers of health centers and educational centers, managers and experts in the field of marketing, brand and health tourism. In order to extract the effective factors in designing the entrepreneurial branding model of the international health tourism industry with 25 experts in depth interview. Data collection method is metastatic method. So the articles were collected with the keywords of entrepreneurship, entrepreneurial branding, international entrepreneurship, health tourism. After extracting 100 papers, we extracted the main fields through open and axial coding. In the end, according to the experts, these features were categorized in thirteen categories and four main areas: the selection of the destination country, the selection of the destination city, the image of the brand and the website with axial coding. According to the choice of the destination country, they included governance categories, managerial commitment, infrastructure, Cultural, economic and political; The city's choice factor includes easy accessibility categories, tourist attractions in the city and familiarity with the brand's brand of health center including promotions, the quality of the health center and the quality of human resources.

Today most of organizations have a website for their business activities. The most important aim of each website presents a information that responsible for user's expectations. Awareness of successful factors of website responsible for user's expectations. due to importance of target, this research key successful factors of jabamas website done. based on research s literature, 10 factors on sucess of websites were identity that inorder to examine the key factors of these on sucess of websites and ranking those factors, 384 questionnaire available sample were devided between users that 275 questionnaire were accepted. this research interms of purpose, and interms of information gathering method is descriptive survey It is based on structural equation modeling. statistical society of research is domestic Persons that use jabama website.the data by using spss20 and amoss18 software were analyzed. research s result indicate that quality of information, system and services have a significant effect on website sucess. also, based on the matrix gap analysis, the importance of security factor in the sucess of the jabama website, and then it is Navigation. Interaction is less important

Present research aimed to examine the mediating role of tourist satisfaction in the impact of perceived quality of the destination brand on sports tourism destination brand equity in the north area of alborz province have been done. Regarding the purpose of the study, it’s an applied research and based on the type of research method is descriptive and in terms of data collection method is survey . As well as, from the Spss 16 Software was used for descriptive statistics and Lisrel 8.5 for testing research hypotheses. The statistical population of the survey consisted of all domestic and foreign sport tourists. The required sample size was 384 by the Cochran formula. To sampling was used available sampling method. The data gathering tool for research variables is standard questionnaire. In order to reliability was measured using Cronbach's alpha. The results indicate that perceived quality of the destination brand has a direct and significant effect on tourist satisfaction and sports tourism destination brand equity; and also the effect of tourist satisfaction on sports tourism destination brand equity is direct and significant. and on the other hand, perceived quality of the destination brand through mediator role of tourist satisfaction has indirect and significant effect on sports tourism destination brand equity.

About 330 types of tourism have been identified so far, each taking into account the wishes of a different group of people. Children as supportive members of society have unique needs, and expectations and attention to developing their talents and training them properly is a developmental requirement. Child tourism is about taking into account the demands of this group of society and creating a pleasant travel experience for them. Therefore, it is necessary to plan appropriately and appropriately for the development of destination capabilities by correctly identifying the features and the variety of their needs. The purpose of this study was to determine the components of child tourism development from the cultural, infrastructural and physical aspects of destination. For this purpose, after identifying the factors affecting child tourism and their needs from the research literature, a survey was conducted among selected tourists from Yazd city. The analysis of the data collected by exploratory factor analysis resulted in the identification of 5 critical components in child tourism development. Then, the validity of the extracted variables was evaluated by applying the structural model of the elements with confirmatory factor analysis. The results show that the visual and visual characteristics of the destination with 14.558% of the variance explained are the most critical factors in the development of child tourism followed by socio-cultural features, facilities and technologies, social events, and physical infrastructure and facilities.

In recent years, tourism has become a powerful and profitable business. This emerging trade has increased the competitiveness of businesses to diversify services and products to attract more tourists. Among the types of tourism, agritourism has been paid attention in many countries. This type of tourism can be a place for tourists education and recreation, and it can generate employment, more income, sustainable investment, production boom, prevent migration and so on. Finally, it will contribute to sustainable agricultural development. Despite the potential of the villages in Iran, this type of tourism has not been able to gain its status and not introduced to world tourists. Therefore, the present study aims at examining and identifying the challenges of internationalizing agritourism businesses in the Iran. The statistical population of this qualitative study is 23 agritourism experts in the country and the process of data collection was done through semi-structured interviews with snowball sampling. Coding of data, selection of categories and extraction of results were performed by MAXQDA software. For the validity of the research, the extracted data are investigated in the focus group are investigated. The findings show that there are two categories of "direct" and "indirect" challenges in the internationalization of agritourism businesses including lack of recognition, lack of education, rules and regulations, special challenges, Strategies, weaknesses in marketing, cultural and political conditions, and tours problems. Investigating these challenges shows that agritourism is not recognized in the country and the internationalization of these types of businesses has not been successful.

In this research, cultural entrepreneurship based on intangible cultural heritage, is the core of investigation. Among the number of registered national intangible cultural heritage four of them including “Pahlevani and Zoorkhanei rituals”, “Radif of Iranian Music”, “Iranian Dramatic Story- Naqqali Telling” and “Ritual Dramatic Art of Tazie” have been studied. The purpose of this research is to find out the possibility of setting up entrepreneurial businesses based on intangible cultural heritage in Isfahan. The present research is qualitative through deep and semi-structured interviews, with three groups of artists, cultural entrepreneurs and cultural business owners and experts in art and cultural fields. The findings based on grounded theory, suggest that setting up a business in the field of intangible heritages is possible especially tourism business, but entrepreneurs would have a view point to protect those heritages and the purpose of this businesses would not be profitability only. Participants have emphasized that direct governmental support is needed to have a stable business in this field. Findings are paradoxical with entrepreneurship literature where entrepreneurs are looking for profit and governments should not directly play role in economy. Therefore, it is essential to propose a new view point of cultural entrepreneurship with consideration of all role players.

The purpose of this study was to determine the causal relationships between Involvement and behavioral intentions of sport event tourists considering the role of mediator of destination image and satisfaction as well as the moderating effect of travel companions. The present study is applied regarding purpose and descriptive-survey, based on the method of collecting the data. The statistical population was included non-Tehranian tourists present in the derby between Esteghlal and Persepolis. The sampling method was selected based on PASS software (382) using stratified random sampling, and they were also analyzed using Smart PLS 3 software. The questionnaire’s validity and reliability were confirmed by experts and Related statistical tests. The results of data analysis showed that involvement of sports event tourists did not directly affect on their behavioral intention, but indirectly, considering the destination image and satisfaction of tourists, this effect was reported as a significant full mediator. Additionally, travel companions as a moderator of the severity of the relationship between the destination image and the sports tourists' satisfaction significantly affected. Therefore, to the authorities of the sports event organizer could point out that in order to influence and direction the behavioral intention of sports tourists in order to strengthen the strategy of absorbing and retaining them, more than just the past to consider on the destination features (Sanitary - welfare facilities, attractions and aesthetic features around the event, provide a safe environment for attendance) and psychological aspects of sports event tourists.

The content on different media including internet can help tourists make good decisions. The extent to which using contents for travel planning is perceived as free of effort may enhance one’s sense of control over the travel planning process and increase empowerment. This study aims to examine the effect of content marketing on tourists’ empowerment in order to choose Rasht as travel destination. In the first step, due to advantage of Rasht as a Creative City of Gastronomy, symbolic food dimension of Rasht on private, earned and shared media was extracted using the fantasy theme analysis method. After considering convergence of published content in media, four fantasy themes were identified as symbolic reality of Rasht. Then in an experimental study, the effect of these dimensions on potential tourists’ empowerment was examined. Results showed that participants who were exposed to themes felt more power in decision making and planning to travel. As they felt more meaningfulness, competency, self-determination and impact in setting their travel plan.

The present study is an applied research aimed at providing a model of tourism development indicators in Lorestan province. In order to achieve the research goals, a series of tourism development indicators was identified based on previous studies and interviews with 10 experts from the tourism sector of Lorestan province selected by chi-square sampling method. These factors are analyzed using the interpretive-structural modeling technique and, finally, the relationship and sequence of indices are obtained. Research findings indicate that restoration and optimization of communication networks, culture and culture to increase the awareness of residents of the province from the benefits of the tourism industry and the responsiveness and rapid service to the requests of tourists are the most basic variables for the development of tourism. The insight that this model offers to the tourism industry managers of Lorestan province can be a guide to and complementary to strategic planning for the development of this industry in the province.

This paper aims to investigate and determine the mediating role of knowledge management enablers on the relationship between intellectual capital and organizational intelligence. In this research Gaffoor model (2008) is used for key factors of knowledge management, Bontis model (1997) for intellectual capital and Albrecht model (2003) for organizational intelligence. The study uses Descriptive-Survey research method focusing on the employees of Yazd Cultural Heritage, Tourism, and Handicrafts Organization, among which 140 people were selected as samples. Descriptive and inferential statistics are used for Data analysis and Pierson Correlation, and Structural Equation Modeling (SEM) are used to analyze the data and the relationship between intellectual capital and organizational intelligence with mediating role of knowledge management enablers. Research findings show that human resource in intellectual capital, organizational culture and workforce in knowledge management enablers and strategic scope in organizational intelligence have the highest factor loads. In sum, it is concluded from data analysis that intellectual capital influences the knowledge management enablers in Yazd Cultural Heritage, Tourism, and Handicrafts Organization and, both of them have a direct and meaningful effect on organizational intelligence.

Human-centered tourism consists of material and immaterial dimensions that are on the planet in the path of knowledge and awareness. Meanwhile, travel, and in particular the culture of peoples in an area, is a valuable resource for gaining awareness of it. Human perception as a cultural tourist, in addition to sensory, sensory, and social-perceived appearances, is linked to spiritual themes that embrace the core of all human receipts. The spiritual perception of the cultural tourist of travel, including the new terms, is first introduced in this research as one of the new concepts of tourism studies. Hence, the cultural perceptual model of traveler's cultural journey has been studied along with a case study on foreign cultural tourists in Isfahan. This research was conducted in a qualitative way based on the discovery, conducted in-depth interviews with experts, observation and interviews with foreign tourists of Isfahan during the winter period of 1396 to summer 1397. Data obtained by content analysis, evaluation and obtained pattern were also verified from the point of view of experts. In the end, the result was that the cultural tourism model of spiritual perception of travel influenced by internal and external factors consists of the default components of the tourist, the esoteric truth, the apparent truth and the tourist's action that during the journey and sensory, environmental and Social affairs.