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Open Access Article

1 - Prioritizing Tourist Attractions in Yazd from the perspective of Asian and European tourists
Mojtaba Mahmoodzadeh

Although Yazd has a variety of cultural and natural attractions, but the importance of each of these from the perspective of foreign tourists is not entirely clear. The aim of this study is to identify and classify tourist attractions in Yazd and prioritizing them from More

Although Yazd has a variety of cultural and natural attractions, but the importance of each of these from the perspective of foreign tourists is not entirely clear. The aim of this study is to identify and classify tourist attractions in Yazd and prioritizing them from the perspective of experts and Asian and European tourists. To realize the objectives, first with the help of desk research, tourist attractions in Yazd were divided into two main categories and sub-categories, then in order to prioritize the main tourist attractions from the perspective of experts, fuzzy EHP technique was used. Also to prioritize sub-categories of each of the main attractions from the perspective of Asian and European tourists by the survey, a questionnaire was designed. Sample size of this study consists of 111 Asian tourists and 103 European tourists who had traveled to Yazd in 2014. To prioritize the views of European and Asian tourists, VIKOR fuzzy technique was used. The results showed that tourism experts in Yazd, has divided the main tourist attractions in order of preference to the five main categories (1. Cultural attractions / man-made created with a purpose other than to attract tourists, 2. Intangible cultural attractions, 3. Cultural attractions / man-made created with the primary purpose of attracting tourists, 4. Natural attractions 5. Events) with 15 sub-categories. Accordingly attractions' prioritization was investigated from the perspective of Asian and European tourists and no significant difference was observed. Manuscript profile

Open Access Article

2 - The Effect of Perceived Service Quality, Satisfaction and Trust of Health Tourists on Their Revisiting and Reusing the Hospitals and

Health tourism is becoming a developing sector in the tourism industry. It involves economic grounds; creates job opportunities; introduces different cultures; and even holds political interests for the countries. Health tourism has many economic benefits for the countr More

Health tourism is becoming a developing sector in the tourism industry. It involves economic grounds; creates job opportunities; introduces different cultures; and even holds political interests for the countries. Health tourism has many economic benefits for the countries that are active in this industry. Health tourism is an emerging field, and there are serious competitions among countries that try to attract health tourists and keep them satisfied during their stay. This study aims to investigate the effect of perceived service quality, satisfaction, and trust of health tourists revisiting and reusing the hospitals and health centers in Mashhad. Data were collected using a questionnaire. Based on a judgmental sampling method, 206 people were selected from the international health tourists. Structural equation modeling was employed. Results confirmed there was a direct and positive relation between the perceived service quality and the customers’ satisfaction. Also, the hypothesis proved the positive effect of customers’ satisfaction on their trusting healthcare centers and their staff. Results also approved the effect of customers’ trust on their future decisions to return to the same places of treatments. Manuscript profile

Open Access Article

3 - Analysis of Tourists’ Social Responsibility in Tourist Villages (Case study area: Tourist Villages of Khaf Township)
Hamdollah Sojasi Qeidari

Inappropriate behavior and odd recreational activities by tourists may have direct or indirect negative impact on the destination. Reducing the negative effects of tourism on the environment is a priority and main concern. Accordingly, a responsible environmental behavi More

Inappropriate behavior and odd recreational activities by tourists may have direct or indirect negative impact on the destination. Reducing the negative effects of tourism on the environment is a priority and main concern. Accordingly, a responsible environmental behavior is important and necessary while achieving sustainable tourism development. This study was conducted in the spring of 2016 to analyze the social responsibility of rural tourists. The methodology was analytical-descriptive, using the library and field study (questionnaire). The study population comprised 228 tourists from 14 rural areas of Khaf. Data were collected using a stratified random sampling method with a questionnaire, which was based on the 5-fold elements of social responsibility in the literature. The reliability of the measurement tool was (0.869) based on Cronbach’s alpha coefficient. The results and findings of this study suggested the sample stayed higher than the favorable average number of 3 in terms of social responsibility component. In other words, tourists visiting these villages feel more responsible towards the different aspects of rural attractions. Manuscript profile

Open Access Article

4 - Creating a Sustainable Competitive Advantage in the Hotel Sector (The integrated approach of agency theory and Resource Based View)
mostafa mahmoudi mehdi karoubi akbar pourfaraj

This paper studied sustainable competitive advantage in competencies required by the hotel staff to ensure the permanent competitiveness of the hotels. The Resource-based View emphasizes the organizations need to attend internal resources, especially human resources. Th More

This paper studied sustainable competitive advantage in competencies required by the hotel staff to ensure the permanent competitiveness of the hotels. The Resource-based View emphasizes the organizations need to attend internal resources, especially human resources. The agency approach emphasizes on staff role-play and their interaction within the framework. This research was a developmental-applied and descriptive-quantitative survey. For data collection, we distributed a questionnaire of 73 questions among a random selection of 260 individuals, including the managers and the staff of five-star hotels in Tehran. Using the structural equation modeling, we analyzed the data in both the measuring model section and the structural section to examine the technical features and the research hypothesis, respectively. Findings showed positive and meaningful impacts of the action-framework variable on the competent actor, and the competent actor showed the same impacts on creating a sustainable competitive advantage in the forms of productive, process, and administrative innovations. Based on the results, there was a relationship between the factors of action framework (i.e., mental welfare, affirmative freedom grant, knowledge sharing, revolutionary leadership, organizational equality, providing psychological conventions) and inter-personal, intra-personal skills and managerial skills and organizational competence of the staff. Finally, the hotel managers in Iran were recommended to provide the groundwork for staff role-play and to design job-tests and performance-appraisal standards, based on the skills and competencies identified in this study. Manuscript profile

Open Access Article

5 - Key Success Factors of Crowdsourcing in in Developing Tourism Destination Capabilities: A Case Study of Yazd City
Hamed Fallah Tafti Mahdieh Zahmatkesh Saredorahi بهاره گورنگی

Today, information technology has made it possible to solicit the views of different people with diverse perspectives and ideological backgrounds. Being one of the benefits of IT, crowdsourcing could, as an easy-to-use public opinion survey tool, be used as a very usefu More

Today, information technology has made it possible to solicit the views of different people with diverse perspectives and ideological backgrounds. Being one of the benefits of IT, crowdsourcing could, as an easy-to-use public opinion survey tool, be used as a very useful instrument wherever social participation may facilitates the identification and resolution of problems. Having carefully reviewed previous studies of the field, we found that few attempts have so far been made to induce tourists to socially participate in identifying the opportunities for the development of civilian, cultural, and social infrastructures of tourist destinations. As one of the Iranian cultural and historical tourist destinations, Yazd city has recently been enlisted in UNESCO World Heritage sites and has attracted the attention of many tourists worldwide. Having said that, it appears that its tourism capacities and infrastructures need to be developed. This study, therefore, sought to identify the criteria which could be effective in the success of tourist crowdsourcing in offering appropriate solutions for the development of tourism in Yazd. To this end, the primary criteria for the successful implementation of crowdsourcing were extracted from the relevant literature, from which 25 criteria in six general categories were screened and identified via Delphi method. To rank the criteria mentioned, the opinions of Yazd tourism experts were collected through paired comparisons, being analyzed and ranked by fuzzy network analysis. The finding of the study indicated that human resources and cultural indices with the weights of 0.28 and 0.21 respectively were the most important factors in the success of tourist crowdsourcing. Manuscript profile

Open Access Article

6 - Wisdom-based management style and the structures and paths to achieve it and its relationship with transformational leadership (Case study: five star hotels in Tehran)
Rabeah Zandipak*

In the literature on management and organization, one of the topics that has been considered recently is wisdom-based management, which is not unrelated to various topics, including transformational leadership. The present study aimed to investigate the antecedents of w More

In the literature on management and organization, one of the topics that has been considered recently is wisdom-based management, which is not unrelated to various topics, including transformational leadership. The present study aimed to investigate the antecedents of wisdom-based management and its role in transformational leadership. The research is applied in terms of purpose, descriptive-survey in terms of nature and method. To test the hypotheses, a 50-item questionnaire by spectrum was used. The statistical population of the study is 800 managers and employees of five-star hotels in Tehran; The sample size of 260 people was selected based on Krejcie and Morgan table by stratified relative method. Reliability was assessed using Cronbach's alpha coefficient and structural validity was assessed using Lisrel software and confirmatory factor analysis. In order to analyze the findings, LISREL software and path analysis model were used and to analyze the mediating variable, Sobel test was used. The results of the present study showed that the four variables of experience, spirituality, emotions and knowledge have a significant and positive effect on wisdom-based management and transformational leadership. Wisdom-based management also has a significant and positive effect on transformational leadership and plays a mediating role between the mentioned factors and transformational leadership. Wise management can, through training and effort, influence its employees by playing the role of a leader in the organization and acquire and transmit wisdom to them through the paths of experience, spirituality, emotions and knowledge. Manuscript profile

Open Access Article

7 - The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry
Mohammad Bagher Fallahi Seyed Mohammad Tabataba'i-Nasab Mehdi Sabokro

The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of b More

The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of brand-oriented leadership on brand citizenship behaviour with mediating roles of employee-brand fit and brand commitment. This study is a descriptive-correlation one from research methodology perspective. The statistical population of this study includes 1005 employees of 5 star hotels of shiraz. The sample size was calculated 278 employees and they were selected through convenience method. In order to collect the research data, the standard questionnaire of brand-oriented leadership, employee-brand fit, brand commitment and brand citizenship behavior were used, that their validity has been checked through the content validity and construct validity. reliability has been checked through Cronbach's alpha and composite reliability. Data were analyzed through structural equation modeling with Amos and SPSS software. The results of the hypothesis test showed that brand-oriented leadership has direct effect on brand citizenship behavior, brand-oriented leadership has direct effect on employee-brand fit and brand-leading leadership has direct effect on brand commitment. Also, the results of this study showed that the brand-oriented leadership has an effect on brand citizenship behaviour with mediating roles of employee-brand fit and the brand commitment. Manuscript profile

Open Access Article

8 - The Impact of Destination Image and Satisfaction on Heritage Tourists’ Loyalty: resenting a Conceptual Model (Case Study: World Collection of Sheikh Safi al-Din Ardabili)
Habib Shahbazi Shiran Roya Esmi

The restoration, preservation, and prosperity of historical monuments in Iran are directly related to the presence of heritage tourists. Therefore, the present study aimed to investigate the impact of destination image and satisfaction on heritage loyalty within a conc More

The restoration, preservation, and prosperity of historical monuments in Iran are directly related to the presence of heritage tourists. Therefore, the present study aimed to investigate the impact of destination image and satisfaction on heritage loyalty within a conceptual model based on the visitors of Sheikh Safi al-Din Ardabili collection in Ardabil, Iran. The research method was descriptive-survey and the sample size was determined to be 375 people by using available sampling method and Cochran formula (unspecified population size). Data were analyzed using the SPSS and AMOS softwares. Results showed that most respondents had relatively high satisfaction with their visit to the collection. According to the results of structural equations analysis, the most effective variables related to loyalty, destination image and tourist satisfaction were the variables of tourists' revisit of the collection, awareness and interest and tourism costs, respectively. The destination image also has a significant effect on satisfaction; But effect of destination image on the heritage tourists’ loyalty is mediated by the mediating variable of satisfaction. Therefore, the focus of heritage tourism marketing programs on improving the destination image among heritage tourists would not necessarily lead to an increase in tourists' revisit from the collection. But, attention to satisfaction variable, especially reducing tourism costs and increasing the security feeling, can have more effect on tourists’ loyalty. Manuscript profile

Open Access Article

9 - Developing a Dynamic Model for Predicting Responsible Travel Intentions Based on the Complexities of Maslow's Needs Pyramid
mahnaz Doosti-Irani Hamed Fallah Tafti

10.52547/journalitor.36089.10.20.47

This applied qualitative study sought to classify the factors involved in responsible travel intentions based on Maslow's needs pyramid and elaborate on the causal relationships between the factors so that it can offer a more effective model for marketing sustainable to More

This applied qualitative study sought to classify the factors involved in responsible travel intentions based on Maslow's needs pyramid and elaborate on the causal relationships between the factors so that it can offer a more effective model for marketing sustainable tourism. To this end, the factors were identified and categorized using the content analysis of the data collected via reviewing the related literature and conducting interviews with apropos experts. Then, systemic thinking was used qualitatively (validated through the experts’ opinions) to develop the interpretive model of causal relations. According to the study’s findings, 23 factors were classified into five categories based on Maslow's needs pyramid as follows: Physiological needs (perceived quality, price, shopping habits, and perceived behavioral control), safety (protection and beliefs concerning the health in responsible travels), love/attachment (environmental concerns, sense of responsibility, perceived effectiveness, environmental awareness, environmental value, spatial belonging, and emotional dependence on residents), respect (social norms, identity representation, satisfaction, advertising, social media content, attitude regarding the responsible travel, beliefs concerning the luxurious nature of responsible travel, and the image of responsible travel), and self-actualization (self-transcendence and personal norms). Moreover, the proposed conceptual model indicated the mutual influence of the factors and categories on each other. Therefore, marketers are required to plan their intended interventions after prioritizing the target group’s responsible needs and selecting the category of needs using systemic thinking. Manuscript profile

Open Access Article

10 - Assessing the Contributing Factors to the Tourism Professionals’ Attitude and Willingness Towards Green Tourism
mostafa mahmoudi Bahar Bishami

10.52547/journalitor.36143.10.20.0

Environmental crises and the destruction of natural resources are the main problems faced by the tourism industry, whose treatment requires concerted efforts to change the needs and behaviors of tourists and to offer green products and services. In this regard, as touri More

Environmental crises and the destruction of natural resources are the main problems faced by the tourism industry, whose treatment requires concerted efforts to change the needs and behaviors of tourists and to offer green products and services. In this regard, as tourism professionals play an important role in directing the market towards special styles and behaviors, especially environmentally friendly and sustainable behaviors, investigating the factors involved in shaping the attitude and tendency of such professionals to green tourism can help attract the attention of other beneficiaries to this field. The required data for this developmental/applied and descriptive/survey study was collected through a 31-item questionnaire administered to some 102 professionals in the tourism industry who were selected via purposive sampling. The data were then analyzed in the following two parts using the Structural Equation Modeling: 1) the measurement model to be used for examining the technical characteristics of the questionnaire and 2) the structural part to test the research hypotheses. The study’s findings indicated the direct positive influence of religiosity on collectivism, and the indirect effect of religiosity on other variables considered in the study. Moreover, while a positive correlation was found between collectivism, environmental concerns, environmental knowledge, and the tendency toward green tourism, no correlation was observed between religiosity and environmental knowledge, and between environmental knowledge and environmental concerns. Therefore, it is recommended that some courses be added to educational levels concerning how to protect the environment when traveling. Manuscript profile

Open Access Article

11 - Developing A Framework for Increasing the Foreign Tourists’ Tendency for Traveling to Iran with an Emphasis on Soft Power
Shadi Mahmoudi darani Mohammad Mehdi Rahimian Asl Mohammad Hasan Maleki Majid Nili Ahmadabadi

10.61186/journalitor.36221.12.25.153

Developed within the past decades as a key concept in international and power relations, soft power emphasizes diplomacy, culture, art, and propaganda instead of hard and coercive aspects of power. As soft power affects the international prestige and credit of countries More

Developed within the past decades as a key concept in international and power relations, soft power emphasizes diplomacy, culture, art, and propaganda instead of hard and coercive aspects of power. As soft power affects the international prestige and credit of countries, this applied exploratory study sought to elaborate on the role of soft power and its componential elements in attracting foreign tourists. The theoretical population of the study comprised fifteen experts in soft power and tourism who were selected via convenience sampling. To conduct the study, twenty-seven factors were identified by reviewing the related literature on tourism and soft power. The factors were then screened via the Binomial test, out of which seventeen factors were excluded due to their over 5% significance coefficient. The remaining ten factors were then analyzed using the cross-impact analysis (CIA) technique. The results of the study indicated that successful organization of political, artistic, scientific, sports, and literary events at the international level, the presence of foreign companies in the business environment of Iran, cyberspace and social networks, and improving tolerance among influential reference groups in society contributed the most to attracting tourists to Iran. The study was also replicated using the DEMATEL method, producing very similar results compared to the previous test, and the same four factors were identified as the most influential factors in attracting foreign tourists. It should be noted that the DEMATEL method and cross-impact analysis are based on a critical realism approach, considering the fact that they both enjoy structural analysis. Manuscript profile

Open Access Article

12 - Freedom, authenticity, intimacy and charm: Representation of travel influencers’ photos in Instagram
hoda davari hamed bakhshi

10.61186/journalitor.36488.11.24.171

Created on a social network basis, Instagram pages effectively contribute to shaping our mental perception regarding various topics. On the other hand, those Instagram pages dedicated to travel have highly been welcomed by viewers in recent years. Actually, the represen More

Created on a social network basis, Instagram pages effectively contribute to shaping our mental perception regarding various topics. On the other hand, those Instagram pages dedicated to travel have highly been welcomed by viewers in recent years. Actually, the representations made by the relevant influences concerning the travel process, travel destination, and travel meaning construct some explicit and implicit meanings. Therefore, this study sought to identify the semantic system governing the popular Instagram pages of travel influencers. The conceptual framework of the study is based on John Fisk's semiotic approach and his social reality codes, including social reality, representational reality, and ideological reality. Social reality codes address physical characteristics such as speech, environment, and clothing. Moreover, representational reality codes deal with the sender's creative power, including framing, colors, companionship and substitution, and characterization. Finally, ideological reality codes examine the concept that gives coherence to such categories. The findings of the study indicated that naturalism, intimacy, liberation in social relations and individual lifestyle, availability and ease of travel, charm-seeking, desire for freedom, travel as a lifestyle, and responsible travel are the pivotal values represented by travel influencers at the level of ideological codes, representing such a special type of tourism that seeks changes in daily routines, acquisition of new experiences, the quest for authenticity, and returning to the true self. This travel style represents a conscious or non-conscious effort against the homogenization of the modern world and a kind of resistance against daily routines, rationalization, and social order. Manuscript profile

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