نشریه پژوهش های بازاریابی گردشگری و میهمان نوازی
پیاپی 1 (پاییز و زمستان 1402)

Exploratory factor analysis (EFA) has become one of the most widely used multivariate statistical methods in applied research in many fields, including tourism and hospitality. The purpose of this study is to identify the assumptions of EFA application, common errors, and in general the pathology of using this method in tourism and hospitality studies.

Design/methodology/approach: 

Based on the objective, the research method was exploratory-descriptive. The sample size was 66 published articles from 7 tourism scientific publications. A review of articles was done through descriptive analysis (frequency and percentage) using SPSS26 and Excel software.

The evaluations showed that about 4% of the research published in tourism publications use EFA, and most of the researchers' expertise is geography. Among the 5 steps of performing EFA, in the order of more to less, the stages of factor retention, factor extraction, factor rotation, screening and data quality, and Interpretation-Labeling factors are not reported, ignored, or not performed.

Despite the ease of conducting EFA due to the availability of various software, the basic steps and assumptions of EFA are not regularly and accurately reported or ignored in tourism and hospitality research which can definitely undermine the guarantee of validity of tourism research findings and results.

Originality/value: 

in addition to the fact that the research was conducted for the first time in the field of tourism research, based on the findings and results, a toolbox titled "Monitoring List" was created in three phases of pre-analysis, analysis, and post-analysis to ensure the completion and reporting of the EFA stages. It was designed and suggested for researchers and evaluators of tourism and hospitality research.

The present study was compiled with the aim of identifying and measuring the factors influencing the choice of urban tourism destinations in coastal areas. This research is applied in terms of purpose, and in terms of data collection, it is survey and correlational.

Design/methodology/approach: 

The statistical population is the tourists who were available in the tourist places of Astara city in Gilan province in August 2017. The validity and reliability of the questionnaires were checked and SPSS and non-parametric statistical tests were used to analyze the data.

According to the research findings, the effect of brand association on destination choiceTourism, path coefficients of 0.89 were obtained, which shows the positive effect between these factors. According to the T statistic (19), it is significant at the 95% level, and this point indicates that perceived quality explains the choice of tourist destination by 0.76. The linear relationship between the components is significant (p ≤ 0.000) The analysis of the regression equation also shows that among the factors influencing the choice in the tourist destination, respectively, the perceived quality of the destination brand (p = 0.0518, β = 4.01) and the association of the destination brand ( p = 0.0356, β = 2.06) have the greatest effect in the tourist destination.

 The results showed that there is a significant relationship between the effective factors in the tourist destination. Perceived quality is the main factor in choosing a tourist destination and has a significant impact on other brand dimensions. The perceived quality index in the tourist destination directly affects the choice of the tourist destination.

The continuity and prosperity of rural tourism depends on its sustainability, because sustainable rural tourism seeks the quality and long-term durability of natural and human resources in the tourism industry. The present study, while recognizing the internal strengths and weaknesses as well as the external opportunities and threats facing the sustainable development of rural tourism in Neyshabur county, seeks to provide appropriate strategies to realize the sustainable development of tourism.

Design/methodology/approach: 

Descriptive analytical research method and data collection has been done by documentary and field method. The analysis unit consisted of 189 local experts including 111 villagers and 63 Islamic village councils in 173 villages. SWOT-QSPM strategic planning tools were used in this study.

The finding showed that 45 weaknesses and threats and 21 strengths and opportunities were identified in the sustainable development of rural tourism in Neishabur city, and the city is facing many weaknesses and threats in this regard. Also, according to the final score (IFE) 1.84 and (EFE) 1.69.

the sustainable development of rural tourism in Neishabur city is in a defensive position. Using the QSPM matrix, 11 strategies presented under the revision strategy were prioritized. The most important strategy for improving the quality of the rural view and landscape (natural landscape) is in the framework of the visual-aesthetic component, along with the improvement of other components of the environmental quality of the village, such as the functional-activity, semantic-perceptual and environmental components.

Originality/value:

 In order to improve the tourism situation in rural areas, it is suggested to use appropriate strategies and implementation solutions for the development of rural tourism according to the concept of sustainability.

Today, tourists visit many areas due to branding. Hospitality is known as an intangible source of tourism development in Iran, which is less introduced to tourists and proper planning has not been done in this field. Therefore, the aim of the research is to identify the effective factors in the branding of hospitality culture in Iranian tourism.

Design/methodology/approach: 

The descriptive-analytical research method is based on field data collection. Both qualitative and quantitative methods were used in this research. In the interview section, 11 people and 75 experts in the field of tourism were studied in the questionnaire. Analysis was done by content analysis and statistical tests.

The results showed that 15 factors are effective in branding hospitality culture in Iranian tourism. The test showed that the most important factor is the registration and introduction of hospitality culture as a tourism brand of Iran with an average of 4.493. The two factors of reducing foreign political disputes with an average of 4.213 and improving the security index of foreign tourists with an average of 4.173 are known in the next ranks. Modeling confirmed that the effective factors of hospitality culture branding have a total effect of 0.54 d. In this context, the most influential factor was related to advertising and introducing intangible attractions with an explanation of 0.871.

All in all, various factors are influential in the branding of hospitality culture, and these factors can also lead to the growth of Iran's tourism. It is suggested that different aspects of hospitality culture should be studied for branding.

Originality/value:

 The innovation of the research is that little research has been done in the field of hospitality culture branding in Iran.​

Despite the importance of rural tourism in accelerating the process of rural development and the role of marketing in its development, studies show that there is a gap in studies in this field and researchers have largely neglected to address it. Kurdistan province, as one of the richest provinces of Iran in terms of rural tourism, is not exempt from the mentioned rule and faces many challenges in the field of rural tourism marketing. Therefore, the main goal of this research is to identify the most important rural tourism marketing strategy in Kurdistan province.

Design/methodology/approach:

 The main tool for collecting field data is a researcher-made questionnaire, and the SWOT model is used to analyze the collected data.

The research findings showed that rural tourism in Kurdistan province has complex conditions in terms of internal and external factors related to rural tourism marketing. In this way, along with the many strengths and opportunities of rural tourism marketing, there are also many weaknesses and threats. Also, the findings showed that the offensive strategy (SO) is the most suitable strategy for the development of rural tourism marketing.

in accordance with the nature of the aggressive strategy, they should emphasize on the identified strengths and opportunities in order to formulate and present all plans and strategies for the development of rural tourism marketing. Therefore, in line with the development of rural tourism marketing, suggestions such as advertising to introduce the natural and human attractions of rural tourism through virtual space and mass media were presented.

Originality/value:

 Considering that no study has been done regarding the identification of rural tourism marketing strategy in our country, this research is innovative.

The rapid development of technology in tourism and the emergence of smart tourism have drawn the attention of managers and policy makers of destinations to the opportunities that arise from the implementation of smart strategies in tourism destinations. Based on this, a new typology for destinations has emerged, which is called smart tourism destination. Based on this, the purpose of the research is to narrate the challenges of developing smart tourism destination management in Mashhad.

Design/methodology/approach:

 In terms of purpose, the current research is applied and interpretive and analytical in nature, and in terms of method, it is in the group of qualitative researches. In order to analyze the data, narrative method (using MAXQDA software) and Delphi method were used.

Analysis of experts' narratives regarding the challenges of developing intelligent tourism destination management in Mashhad, 7 organizing themes including (lack of integrated system for management and marketing of tourist destination in Mashhad, political pressures, centralized development system, tourism destination products, laws incorrect, culture and education, lack of financial means) and 32 basic themes. Then, based on the Delphi method, the difference in the average de-fuzzification in the two stages of the survey was less than the threshold, and the challenges raised were confirmed from the point of view of the experts.

Identifying the challenges raised in the current research, in addition to creating a competitive advantage in Mashhad district, prevents overlapping of responsibilities and gaps, and by creating a tourism culture in the destination, it leads to an increase in tourism income. And finally, if the challenges are solved by proper planning and management of the tourist destination, sustainable development will be achieved and this ensures that the economic, environmental, social and cultural sustainability of the destination is maintained

Today, tourism is a significant part of the gross national product, city managers play an important role in tourism development, the purpose of this study was to investigate the role of city management in the sustainable development of tourism in Jam city.

Design/methodology/approach: 

The current research is applied and descriptive-analytical. The statistical population of this research was (31,436 people) and the statistical sample was 360 people (40 managers and 320 citizens) who were randomly selected. The validity of the researcher-made questionnaire was confirmed by experts and the reliability of the questionnaire was (0.81). SPSS26 software was used to analyze data and information.

The results of the correlation coefficient test (at α=.01 level) showed that the correlation between integrated urban management and achieving sustainable development of tourism with a coefficient of (0.405); The correlation between urban management cooperation and achieving sustainable development of tourism with coefficient (0.392) and the opinion of managers and citizens regarding the role of urban management in sustainable development of urban tourism with coefficient t (0.840) is significant.

The results showed that managers have a more positive view than citizens about the impact of integrated urban management in achieving sustainable tourism development. The urban management of Jam city in government institutions can pay attention and take action to provide the basis for the development and improvement of the tourism situation according to the existing capacities.

Originality/value: 

This research sought to examine the relationship between urban management and the sustainable development of urban tourism in Jam city, and considering the importance and necessity of the research, it tried to present the appropriate solutions after summarizing the findings while expressing the concepts and theoretical foundations related to the subject of the study.

Tourism as an efficient tool with an effect on the foundations of rural economy can play an important role in the social stability of rural areas. This research seeks to determine the role of tourism in the social sustainability of the rural areas of Zirrah village.

Design/methodology/approach:

 The current research is applied and descriptive-analytical. The required information has been obtained through documentary and survey studies. The statistical population of this research is the residents of Zirrah village (8248 N =) and the statistical sample is 384 people. In order to investigate and inferential analysis of statistical methods of correlation coefficient, the advanced approach of structural equations was used. Analyzes were performed using spss22 and Amos22 software, and the first type error (α) for the two-domain test was considered equal to 0.05.

All the factors affecting the development of rural tourism, except the health and environment factor, with a standardized coefficient above 0.860, are able to explain at least 74% of the variance of the final model of rural tourism development. The findings are significant at the 0.001 level.

The results of the research in the studied area show that there is a need for more planning and attention from the government and officials in Zirrah village in socio-cultural and economic dimensions.

Originality/value:

 This research sought to investigate the factors of tourism development with emphasis on the sustainability and development of rural communities in Zirrah district, and considering the importance and necessity of the research, it was tried to express the concepts and theoretical foundations related to the subject of the study, after summarizing the findings. to provide appropriate solutions.

The city of Zabol, having historical, cultural and human tourism assets, is considered one of the important tourism areas of the country, and some of the activists in the field of tourism are employed in various businesses, and the historical and human strength of the city has turned it into an urban tourism destination. In this regard, the aim of the current research is the effectiveness of urban tourism on business sustainability in Zabol city.

Design/methodology/approach: 

According to the type of research method, the current research is descriptive-analytical and practical in terms of purpose. The research data was analyzed using SPSS software, and finally, in order to rank each of the stabilization components, combined models(F-ARAS+ F-COPRAS)were used.

The results showed that the status of micro business sustainability components (employment generation, empowerment, compatibility with the environment) with the average value obtained above the average number (3)was evaluated as favorable, and between these 3 components and Urban tourism has a significant and positive relationship at a significance level of less than 0.05. The results of the Post Hoc and Tukey HSD tests, in order to check the stability of each business, showed that the changes in the businesses caused by urban tourism with a value of 3.55 are the highest. Finally, the ranking results also showed, respectively: empowerment components with a value of71.76, job creation with a value of 71.55,compatibility with the environment with a value of 71.41, the highest and the lowest level of influence from tourism. They have allocated a city to themselves.

The development of tourism in Zabol has led to economic growth and job creation. With the arrival of tourists, the final demand for tourism products in this region has increased and tourism sectors have also increased to respond to this demand for labor,

The current research has been done with the purpose of analysis on the role of the special value of the hotel brand with an emphasis on growth and prosperity in the tourism industry.

Design/methodology/approach: 

The method used in this research is descriptive and the means of collecting information is in the form of library studies, so up-to-date articles, authentic books, library documents and authentic internet sources have been used to collect information.

The findings indicate that the good experience of the guests causes the formation of a special value for the hotel brand, just as the unpleasant experience causes the destruction of the hotel brand in the minds of the guests. People do not need past experiences to choose the hotel brand and through Media and word-of-mouth advertising can choose a particular hotel, and this issue conveys the importance of special brand value.

The results indicate that a hotel with a strong brand value can expect things such as an increase in the favorable reaction of guests to price changes, brand development, increase in guest loyalty, patience and tolerance of guests in critical situations, higher profitability and higher market value. be And it is also suggested that the brand owners pay attention to the special value of the hotel brand. Among the advantages of this for the brand owners are: the ability to offer more suitable prices compared to competing hotels, the ability to gain more market share, the ability to retain customers from It is the way to create brand loyalty and reduce marketing costs.

Originality/value: 

The innovation and originality of the present study is that the role of the special value of the hotel brand has been paid attention to, with emphasis on growth and prosperity in the tourism industry, and its results can be useful for hotel managers, etc.

To ensure the satisfaction of tourists and their subsequent behavior, it is necessary to present the image of the destination after the visit as an accelerator for the marketing of the destination. The city of Soltanieh, from the point of view of tourism, has suitable historical, natural and cultural potentials, which have not been paid attention to in order to identify their potential and attract tourists and Iranian tourists.

Design/methodology/approach: 

The purpose of this research is to investigate the image of the destination of tourists from Soltanieh Dome, to know the relationship between marketing and the image of the destination of tourists entering Soltanieh Dome, and also to provide suggestions to improve the image of the destination of tourists entering Soltanieh Dome. The statistical population of the current research is the tourists visiting the Soltanieh Dome, due to the unknown number of tourists, Cochran's infinite formula was used to determine the number of samples and the required number of samples was 384. Simple random method was also used to complete the questionnaire. The method of collecting information in the form of library and field (questionnaire) and descriptive and inferential statistics (Sample T-Tech test, Friedman test, Friedman test and structural equations) were used for data analysis.

The results of the sample t-test show that a sample t-test was used to analyze the desirability of the dimensions of the image of the destination. Based on this, the analysis of the numerical average shows that the highest numerical average is related to the dimension of attraction with a score of 3.27 and the lowest is related to the dimension of service with a score of 2.43.

The purpose of the present research is to investigate the role of tourism entrepreneurship development in realizing economic dimensions of resistance in the villages of Glin village of Gilangreb city.

The current research is an applied research in terms of purpose (type of use). The method used in this research is a descriptive-analytical method. The statistical population under study in this research includes all specialists, experts and university professors related to tourism and entrepreneurship at the level of Gilangreb city. The number of samples equal to 125 people was determined based on the total census and randomly available.

The results indicated that, in general, the development of rural tourism entrepreneurship has had a positive and significant impact on the resistance economy, and the development of rural tourism entrepreneurship has had an impact on other dimensions of the resistance economy in such a way that the development of rural tourism entrepreneurship on knowledge management, development Rural tourism entrepreneurship has had a positive and significant impact on the quality of the circuit, the development of rural tourism entrepreneurship on customization, the development of rural tourism entrepreneurship on culture engineering. Based on this, the development of rural tourism entrepreneurship has had the greatest impact on knowledge management, and the development of rural tourism entrepreneurship has had the least impact on culture engineering.

Conclusions and suggestions:

 In general, tourism entrepreneurship plays a role in the resistance economy and can have significant effects in its various dimensions.

Innovation and originality:

 The innovation of the research is that it has examined the relationship between tourism and resistance economy from a topical point of view, which has been less discussed in tourism research.