Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Identifying Factors Influencing the Improvement of Tourist Satisfaction with the Narcissus Flower Festival Event in Kazerun County Identifying Factors Influencing the Improvement of Tourist Satisfaction with the Narcissus Flower Festival Event in Kazerun County 1 14 235394 10.22034/jtd.2025.460830.2981 FA Hassan Izady Associate Professor, Department of Urban Planning, Faculty of Art and Architecture, Shiraz University, Shiraz, Iran Maryam Tahsiri PhD student in Urban Engineering, Faculty of Art and Architecture, Shiraz University, Shiraz, Iran 0000-0003-4522-3913 Mohedeseh Salari Graduated; Master of Arts in Regional Planning, Faculty of Arts and Architecture, Shiraz University, Shiraz, Iran 0009-0000-9547-6623 Journal Article 2024 10 29 Event tourism is one of the important and dynamic sectors of the tourism industry, playing a crucial role in attracting tourists and promoting the economic development of various regions. This type of tourism involves organizing various events such as festivals, conferences, and more, which can offer unique attractions for tourists. Ensuring tourist satisfaction, as one of the key indicators of the success of these events, greatly influences their willingness to revisit and recommend the events to others. Therefore, understanding and focusing on the factors that affect tourist satisfaction can help improve the quality of tourism events. This study aims to identify the factors that enhance tourists' satisfaction with the Narcissus Flower Festival in Kazerun County. This research is applied in its aim and descriptive-analytical in its nature. Data collection was conducted using a questionnaire. The statistical population of the research includes all tourists and visitors of the Narcissus Flower Festival event, with a sample size of 153 tourists. To identify the factors affecting tourist satisfaction with the festival, exploratory factor analysis was used in SPSS software. The findings reveal that four key factors influencing tourist satisfaction are: quality of services and infrastructure, accessibility, socio-cultural factors, and the quality of interaction and communication between tourists and the venue. Additionally, enhancing the level of tourism facilities and infrastructure, carrying out creative planning in the execution of the festival, improving and developing roads, and investing in the region's welfare infrastructure can help increase tourist satisfaction. Event tourism is one of the important and dynamic sectors of the tourism industry, playing a crucial role in attracting tourists and promoting the economic development of various regions. This type of tourism involves organizing various events such as festivals, conferences, and more, which can offer unique attractions for tourists. Ensuring tourist satisfaction, as one of the key indicators of the success of these events, greatly influences their willingness to revisit and recommend the events to others. Therefore, understanding and focusing on the factors that affect tourist satisfaction can help improve the quality of tourism events. This study aims to identify the factors that enhance tourists' satisfaction with the Narcissus Flower Festival in Kazerun County. This research is applied in its aim and descriptive-analytical in its nature. Data collection was conducted using a questionnaire. The statistical population of the research includes all tourists and visitors of the Narcissus Flower Festival event, with a sample size of 153 tourists. To identify the factors affecting tourist satisfaction with the festival, exploratory factor analysis was used in SPSS software. The findings reveal that four key factors influencing tourist satisfaction are: quality of services and infrastructure, accessibility, socio-cultural factors, and the quality of interaction and communication between tourists and the venue. Additionally, enhancing the level of tourism facilities and infrastructure, carrying out creative planning in the execution of the festival, improving and developing roads, and investing in the region's welfare infrastructure can help increase tourist satisfaction.

https://www.itsairanj.ir/article_235394_29ca9fbdcd126fac1df8d08f65e4bc5e.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Explaining the role of historical-natural landscape in giving identity to the city from the perspective of citizens (Case study: Cheshmeh Belqis Historical Garden in Cheram City) Explaining the role of historical-natural landscape in giving identity to the city from the perspective of citizens (Case study: Cheshmeh Belqis Historical Garden in Cheram City) 15 36 221410 10.22034/jtd.2025.463764.2941 FA Sedigheh Kiani Salmi Associate Professor, Department of Geography and Tourism, Faculty of Natural Resources and Earth Sciences, Kashan University, Kashan, Iran 0000-0003-3023-0539 Farshid Falahati PhD student in Geography and Urban Planning, Yazd University, Yazd, Iran 0000-0001-8151-0261 Raziee Karimi Master's degree in Geography and Urban Planning, Kashan University, Kashan, Iran 0009-0006-2467-6277 Journal Article 2024 06 19 : Historical gardens are considered an integral part of the identity of urban areas, which are rooted in the historical memory of city residents. Urban identity is a concept that encompasses both objective elements, such as the characteristics of a city, and subjective elements, such as understanding, feeling and connection with a place. This concept is mainly studied in relation to the sense of place and attachment to the place. This research identifies and analyses the factors affecting the identity of the city from the perspective of city dwellers in the context of Cheshmeh Belqis historical garden in Choram city. Design/methodology/approach: The research method employed was descriptive-analytical, and a researcher-made questionnaire was utilised to collect research data. The statistical population of the research is the citizens of Choram city, who were randomly questioned by the sample size of 200 people using SAMPLE POWER software. The statistical analysis was conducted using SPSS and AMOS software. Findings: The findings indicate that the attachment factor, with a weight of 0.92, has the highest factor load in explaining urban identity. The memorable factor, with a factor load of 0.90, is ranked second. The factors of place belonging (weight = 0.78), social interaction (weight = 0.74), readability, individuality and uniqueness (weight = 0.65), citizen participation (weight = 0.64) and the factors of familiarity and recognition, differentiation and dynamics (joint load = 0.60) collectively explain urban identity at the next level. : Historical gardens are considered an integral part of the identity of urban areas, which are rooted in the historical memory of city residents. Urban identity is a concept that encompasses both objective elements, such as the characteristics of a city, and subjective elements, such as understanding, feeling and connection with a place. This concept is mainly studied in relation to the sense of place and attachment to the place. This research identifies and analyses the factors affecting the identity of the city from the perspective of city dwellers in the context of Cheshmeh Belqis historical garden in Choram city. Design/methodology/approach: The research method employed was descriptive-analytical, and a researcher-made questionnaire was utilised to collect research data. The statistical population of the research is the citizens of Choram city, who were randomly questioned by the sample size of 200 people using SAMPLE POWER software. The statistical analysis was conducted using SPSS and AMOS software. Findings: The findings indicate that the attachment factor, with a weight of 0.92, has the highest factor load in explaining urban identity. The memorable factor, with a factor load of 0.90, is ranked second. The factors of place belonging (weight = 0.78), social interaction (weight = 0.74), readability, individuality and uniqueness (weight = 0.65), citizen participation (weight = 0.64) and the factors of familiarity and recognition, differentiation and dynamics (joint load = 0.60) collectively explain urban identity at the next level.

https://www.itsairanj.ir/article_221410_758790aa7a6ac362acd431b72f78c6c3.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Identifying Themes of Authenticity and Commercialization in Tourists' Experiences of Traditional Accommodations in Yazd City Identifying Themes of Authenticity and Commercialization in Tourists' Experiences of Traditional Accommodations in Yazd City 37 52 235395 10.22034/jtd.2025.478296.2965 FA Hamed Fallah Tafti Management Department Associate Professor, Humanity Faculty, Science and Arts university, Yazd, Iran. 0000-0003-4751-4394 Zahra Abbasi Harofteh M.Sc. Alumna, Information Technology, Science and Arts University, Yazd, Iran 0009-0008-6365-2491 Journal Article 2024 09 13 In recent years, traditional accommodations playing a significant role in providing authentic experiences to tourists. This study aimed to examine the themes of authenticity and commodification in tourists' experiences of traditional accommodations in Yazd, Iran. The research employed a qualitative approach with a phenomenological strategy. Data were collected through semi-structured interviews with 16 experts (including tourists, accommodation managers, and tourism specialists) selected through purposive and snowball sampling methods. Data analysis was conducted using thematic analysis. Results revealed eight main themes in tourists' experiences of traditional accommodations in Yazd: experiencing architectural authenticity, sense of nostalgia, interaction with the local community, cultural commodification, authenticity-modernization contradiction, experience of tranquility, connection with nature, and cultural learning. These findings suggest that traditional accommodations in Yazd have high potential for providing rich and meaningful experiences to tourists, but managing the balance between preserving authenticity and meeting modern tourists' needs remains challenging. In recent years, traditional accommodations playing a significant role in providing authentic experiences to tourists. This study aimed to examine the themes of authenticity and commodification in tourists' experiences of traditional accommodations in Yazd, Iran. The research employed a qualitative approach with a phenomenological strategy. Data were collected through semi-structured interviews with 16 experts (including tourists, accommodation managers, and tourism specialists) selected through purposive and snowball sampling methods. Data analysis was conducted using thematic analysis. Results revealed eight main themes in tourists' experiences of traditional accommodations in Yazd: experiencing architectural authenticity, sense of nostalgia, interaction with the local community, cultural commodification, authenticity-modernization contradiction, experience of tranquility, connection with nature, and cultural learning. These findings suggest that traditional accommodations in Yazd have high potential for providing rich and meaningful experiences to tourists, but managing the balance between preserving authenticity and meeting modern tourists' needs remains challenging.

https://www.itsairanj.ir/article_235395_f2fc717cb1d7916c05d04b8eb6340c2f.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 The Impact of Accessibility Network on Rural Tourism Development in Asadabad County The Impact of Accessibility Network on Rural Tourism Development in Asadabad County 53 74 235827 10.22034/jtd.2025.486661.2983 FA Naser Shafieisabet Associate Professor, Department of Human Geography and Spatial Planning, Faculty of Earth Sciences, Shahid Beheshti University, Tehran, Iran. 0009-0000-1130-4331 Siavash Moradimokaram Department of Human Geography and Spatial Planning, Faculty of Earth Sciences, Shahid Beheshti University, Tehran, Iran. 0009-0000-1130-4331 Journal Article 2024 11 02 Rural tourism has emerged as a significant economic activity worldwide, particularly in terms of job creation and rural development. Adequate access networks and infrastructure play a pivotal role in strengthening tourism development in various regions. However, in some areas, such as the study area, tourism development faces numerous challenges due to insufficient expansion of the access network. To investigate these challenges, this research seeks to examine the role of the access network in tourism development in rural centers of the Asadabad region. This quantitative study, using a descriptive-analytical approach, examines the relationship between the access network and rural tourism development using 9 influential indicators in 30 villages and 368 households. The reliability of the questionnaire was examined using Cronbach's alpha with coefficients of 0.769 and 0.787 for the access network and tourism development, respectively. Structural equation modeling (SEM) using Smart PLS was used to analyze the data. The findings indicate that the rural access network has a significant impact on tourism development. Additionally, the t-test confirms the relationship between the studied variables, except for the hypothesis of the quality of the rural access network and tourism development. These results emphasize the critical role of transportation access in driving rural tourism by increasing income, employment, tourism activities, investment in accommodation facilities, the number of tourists, and improving tourism support services. Rural tourism has emerged as a significant economic activity worldwide, particularly in terms of job creation and rural development. Adequate access networks and infrastructure play a pivotal role in strengthening tourism development in various regions. However, in some areas, such as the study area, tourism development faces numerous challenges due to insufficient expansion of the access network. To investigate these challenges, this research seeks to examine the role of the access network in tourism development in rural centers of the Asadabad region. This quantitative study, using a descriptive-analytical approach, examines the relationship between the access network and rural tourism development using 9 influential indicators in 30 villages and 368 households. The reliability of the questionnaire was examined using Cronbach's alpha with coefficients of 0.769 and 0.787 for the access network and tourism development, respectively. Structural equation modeling (SEM) using Smart PLS was used to analyze the data. The findings indicate that the rural access network has a significant impact on tourism development. Additionally, the t-test confirms the relationship between the studied variables, except for the hypothesis of the quality of the rural access network and tourism development. These results emphasize the critical role of transportation access in driving rural tourism by increasing income, employment, tourism activities, investment in accommodation facilities, the number of tourists, and improving tourism support services.

https://www.itsairanj.ir/article_235827_74ba587f7404b66f1d120fb01e09cd14.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 The Effect of Brand Reputation on Customers Reactions to the Service Failures (Case study: Tehran Travel and Tourism Agencies) The Effect of Brand Reputation on Customers Reactions to the Service Failures (Case study: Tehran Travel and Tourism Agencies) 75 92 219766 10.22034/jtd.2025.492243.2993 FA Maryam Zavareian Kachumesghali M.A. Student in Tourism Marketing, University of Science and Culture, Tehran, Iran Zahra Nadalipour Associate Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran Journal Article 2024 12 09 This research aims to examine and identify the impact of brand reputation on customer reactions to service failures in travel agencies in Tehran. Specifically, this study analyzes the effect of brand reputation on customer satisfaction and loyalty when faced with service errors. This study is applied, survey-based, and quantitative in nature. The statistical population includes customers of travel and tourism agencies in Tehran, with a sample size of 396 individuals determined through cluster and convenience sampling methods. Data were collected using a researcher-made questionnaire and analyzed using SPSS and AMOS software. To determine the reliability of the instrument, Cronbach's alpha test was employed, and for examining relationships between variables, a regression model with latent variables and Pearson correlation coefficient tests were used. Findings revealed that brand reputation has a significant negative impact on customer reactions to service failures. Additionally, brand reputation significantly influences customer satisfaction and loyalty. Variables such as gender, age, and education level were not predictors of brand reputation; however, age and education level were identified as predictors of customer reactions to service failures. This research aims to examine and identify the impact of brand reputation on customer reactions to service failures in travel agencies in Tehran. Specifically, this study analyzes the effect of brand reputation on customer satisfaction and loyalty when faced with service errors. This study is applied, survey-based, and quantitative in nature. The statistical population includes customers of travel and tourism agencies in Tehran, with a sample size of 396 individuals determined through cluster and convenience sampling methods. Data were collected using a researcher-made questionnaire and analyzed using SPSS and AMOS software. To determine the reliability of the instrument, Cronbach's alpha test was employed, and for examining relationships between variables, a regression model with latent variables and Pearson correlation coefficient tests were used. Findings revealed that brand reputation has a significant negative impact on customer reactions to service failures. Additionally, brand reputation significantly influences customer satisfaction and loyalty. Variables such as gender, age, and education level were not predictors of brand reputation; however, age and education level were identified as predictors of customer reactions to service failures.

https://www.itsairanj.ir/article_219766_1c561bf18baf17dc57cab5bafeef4d18.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Designing the marketing model of tourist destinations using new electronic technologies Designing the marketing model of tourist destinations using new electronic technologies 93 111 236053 10.22034/jtd.2024.478269.2964 FA Fatemeh Mirzaei Department of Business Management, Ab.C., Islamic Azad University, Abhar, Iran 0009-0006-2870-8889 Hamid Zargham Boroujeni, Department of Tourism Management, Allameh Tabatabai University, Tehran, Iran 0000-0002-6624-5268 Farid Askari Department of Financial Management and Economic Sciences, Ab.C., Islamic Azad University, Abhar, Iran. 0000-0003-1544-2007 Seyed Mahdi Moafi Madani, Department Business Management, Hi.C., Islamic Azad University, Hidej, Iran 0000-0002-9173-1831 Journal Article 2024 09 13 Effective marketing and the use of new marketing methods is one of the most important needs of the tourism industry. Tourism is one of the largest service sectors, which is accompanied by a sharp increase in competition, and attracting the attention of people as tourists and stimulating the intention to travel requires new marketing methods. This research was conducted with the aim of designing the marketing model of tourist destinations using modern electronic technologies. The current research is an applied research from the point of view of the goal and from the point of view of the method and time period of data collection, it is included in the category of survey-cross-sectional research. Due to the simultaneous use of quantitative and qualitative methods, it is a mixed research. The statistical population of this article in the qualitative stage includes experienced professors and experts in the tourism industry, which was used in a targeted way from the perspective of 24 people. Also, in the quantitative part, the point of view of 384 tourists was used. Thematic analysis method has been used to identify the underlying categories of tourism destination marketing using modern electronic technologies. The partial least squares method has also been used to validate the model. Data analysis was done with MaxQDA and Smart PLS software. The results show that political-economic conditions, governmental support and cultural-social conditions affect new electronic technologies and digital transformation. These factors affect tourism infrastructures and empowerment of tourism facilities and lead to destination brand awareness, tourist experience management and multi-sensory marketing. Through improving the awareness of the destination brand, tourist experience management and multi-sensory marketing, the marketing of tourist destinations becomes possible. Effective marketing and the use of new marketing methods is one of the most important needs of the tourism industry. Tourism is one of the largest service sectors, which is accompanied by a sharp increase in competition, and attracting the attention of people as tourists and stimulating the intention to travel requires new marketing methods. This research was conducted with the aim of designing the marketing model of tourist destinations using modern electronic technologies. The current research is an applied research from the point of view of the goal and from the point of view of the method and time period of data collection, it is included in the category of survey-cross-sectional research. Due to the simultaneous use of quantitative and qualitative methods, it is a mixed research. The statistical population of this article in the qualitative stage includes experienced professors and experts in the tourism industry, which was used in a targeted way from the perspective of 24 people. Also, in the quantitative part, the point of view of 384 tourists was used. Thematic analysis method has been used to identify the underlying categories of tourism destination marketing using modern electronic technologies. The partial least squares method has also been used to validate the model. Data analysis was done with MaxQDA and Smart PLS software. The results show that political-economic conditions, governmental support and cultural-social conditions affect new electronic technologies and digital transformation. These factors affect tourism infrastructures and empowerment of tourism facilities and lead to destination brand awareness, tourist experience management and multi-sensory marketing. Through improving the awareness of the destination brand, tourist experience management and multi-sensory marketing, the marketing of tourist destinations becomes possible.

https://www.itsairanj.ir/article_236053_976acaa735c9466c9e9263a2b255d243.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Modeling obstacles to the favorable governance of sustainable tourism in Khuzestan province Modeling obstacles to the favorable governance of sustainable tourism in Khuzestan province 112 131 236054 10.22034/jtd.2025.490193.2987 FA Mahnaz Hoseinisiahgoli Postdoctoral researcher of geography and urban planning, Shahid Chamran University of Ahvaz, Ahvaz, Iran. 0000-0001-5962-3745 Majid Goodarzi Associate Professor of Geography and Urban Planning, Shahid Chamran University of Ahvaz, Ahvaz, Iran 0000-0001-7982-8027 Journal Article 2024 11 22 Introduction: Good governance in tourism is the key to the sustainable and successful development of the tourism industry. Research Objectives and Methods: The aim of this study is to explain the structural barriers to implementing good governance in sustainable tourism in Khuzestan Province. This study was conducted with an applied approach using a descriptive-analytical method and collecting the opinions of 30 tourism experts through the Delphi method, and using interpretive structural modeling (ISM) and MicMac software. Research findings: In this study, 18 main barriers were identified that affect the optimal governance of sustainable tourism in Khuzestan Province. Next, using the network analysis method, the complex and reciprocal relationships of these barriers were examined to determine which of these barriers have the greatest impact on other barriers and ultimately on optimal governance of tourism. Results: It showed that institutional-structural barriers are among the most influential barriers and environmental and economic barriers are among the most influential factors in implementing sustainable tourism governance in Khuzestan Province. Also, using the MiqMaq software, it was determined that 16 of the 18 identified barriers, as linked variables, play a key role in creating complex and intertwined barriers to implementing desirable sustainable tourism governance in Khuzestan Province. Which have high influence and dependency and require special attention from Khuzestan Province officials. Introduction: Good governance in tourism is the key to the sustainable and successful development of the tourism industry. Research Objectives and Methods: The aim of this study is to explain the structural barriers to implementing good governance in sustainable tourism in Khuzestan Province. This study was conducted with an applied approach using a descriptive-analytical method and collecting the opinions of 30 tourism experts through the Delphi method, and using interpretive structural modeling (ISM) and MicMac software. Research findings: In this study, 18 main barriers were identified that affect the optimal governance of sustainable tourism in Khuzestan Province. Next, using the network analysis method, the complex and reciprocal relationships of these barriers were examined to determine which of these barriers have the greatest impact on other barriers and ultimately on optimal governance of tourism. Results: It showed that institutional-structural barriers are among the most influential barriers and environmental and economic barriers are among the most influential factors in implementing sustainable tourism governance in Khuzestan Province. Also, using the MiqMaq software, it was determined that 16 of the 18 identified barriers, as linked variables, play a key role in creating complex and intertwined barriers to implementing desirable sustainable tourism governance in Khuzestan Province. Which have high influence and dependency and require special attention from Khuzestan Province officials.

https://www.itsairanj.ir/article_236054_400ed01236b9cc421c6843f663c5e4a5.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Religious Mega Events: Identifying the Challenges of Pilgrims' Experiences During the Travel Phase ( The case of Arbaeen foot pilgrimage) Religious Mega Events: Identifying the Challenges of Pilgrims' Experiences During the Travel Phase ( The case of Arbaeen foot pilgrimage) 133 148 208824 10.22034/jtd.2024.462678.2936 FA بد Bod Assistant Prof., Tourism Department, Research Institute of Cultural Heritage, Handicrafts and Tourism, Tehran, Iran. 0000-0003-1147-6875 Mostafa Esmaeili Mahyari Ph.D. in Marketing, Department of Business Administration, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran. 0000-0003-4534-3587 Journal Article 2024 06 13 In this study, the aim was to investigate the challenges experienced by Arbaeen pilgrimage participants during the travel phase. The research is applied in nature, and the data collection method is exploratory. The statistical population of this research included officials involved in organizing the event, such as the Arbaeen practitioners includings authorities, activists, volunteers, and others. Due to the limited number of experts (unit of analysis), data collection continued until theoretical saturation was reached, resulting in a final sample of 18 participants. Thematic analysis was employed to analyze the qualitative data obtained from the interviews. According to the research findings, the challenges encountered by Iranian pilgrims during the Arbaeen pilgrimage were categorized into four main themes and ten sub-themes. The main categories include: health challenges, accommodation challenges, transportation challenges, and socio-cultural challenges. In addition to providing valuable insights for researchers studying mega-events, the findings of this study underscore the importance for destination managers and event organizers, particularly those managing religious events, to recognize the multidimensional nature of pilgrim and tourist experiences and to identify the challenges that could negatively impact these experiences. This, in turn, affects behavioral intentions, especially the likelihood of revisiting, even within the context of religious tourism, which is motivated by spirituality In this study, the aim was to investigate the challenges experienced by Arbaeen pilgrimage participants during the travel phase. The research is applied in nature, and the data collection method is exploratory. The statistical population of this research included officials involved in organizing the event, such as the Arbaeen practitioners includings authorities, activists, volunteers, and others. Due to the limited number of experts (unit of analysis), data collection continued until theoretical saturation was reached, resulting in a final sample of 18 participants. Thematic analysis was employed to analyze the qualitative data obtained from the interviews. According to the research findings, the challenges encountered by Iranian pilgrims during the Arbaeen pilgrimage were categorized into four main themes and ten sub-themes. The main categories include: health challenges, accommodation challenges, transportation challenges, and socio-cultural challenges. In addition to providing valuable insights for researchers studying mega-events, the findings of this study underscore the importance for destination managers and event organizers, particularly those managing religious events, to recognize the multidimensional nature of pilgrim and tourist experiences and to identify the challenges that could negatively impact these experiences. This, in turn, affects behavioral intentions, especially the likelihood of revisiting, even within the context of religious tourism, which is motivated by spirituality

https://www.itsairanj.ir/article_208824_ffd94495d5f8f5472613395ee18c5c86.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Analysis of the alignment of business strategies and competitive intelligence in the tourism industry: Case study, hotels and guesthouses in Qom province Analysis of the alignment of business strategies and competitive intelligence in the tourism industry: Case study, hotels and guesthouses in Qom province 149 162 224995 10.22034/jtd.2025.492930.2992 FA Amin Arefi 1. Assistant Professor, Department of Management, Faculty of Management and Accounting, Hazrat Masoumeh University, Qom, Iran Mohammad Hizaji 2. Master of Business Administration, Department of Management and Accounting, College of Farabi, University of Tehran, Iran Mohammad Reza Fathi Associate Professor, Department of Management and Accounting, College of Farabi, University of Tehran, Iran Journal Article 2024 12 08 In today's dynamic world, the tourism industry faces numerous challenges to maintain its competitiveness. Among them, competitive intelligence, as an efficient tool, plays a key role in enhancing the position of this industry. This study aims to explain the importance and identify the alignment and impact between "Miles and Snow's business strategies" (pioneers, analysts, defenders and reactants) and "competitive intelligence" (market, competitors, socio-strategic and technological). This research uses "descriptive and correlational" in terms of its "applied" purpose, and quantitative data analysis method. The population size is 44 hotels and guesthouses in Qom province. Multivariate Poisson regression method was used to analyze the data. The results of the study show that the competitive intelligence of a hotel or guesthouse has a direct and positive effect on their strategy type. In fact, hotels or guesthouses should pay attention to developing and improving their competitive intelligence, but based on their adopted strategy, they should invest in one of the dimensions of competitive intelligence. Those with high market intelligence are suitable for a reactive strategy, and centers with high technological intelligence are considered suitable for an offensive strategy. However, hotels and guesthouses with high competitor intelligence and socio-strategic intelligence are better off choosing a defensive strategy. In today's dynamic world, the tourism industry faces numerous challenges to maintain its competitiveness. Among them, competitive intelligence, as an efficient tool, plays a key role in enhancing the position of this industry. This study aims to explain the importance and identify the alignment and impact between "Miles and Snow's business strategies" (pioneers, analysts, defenders and reactants) and "competitive intelligence" (market, competitors, socio-strategic and technological). This research uses "descriptive and correlational" in terms of its "applied" purpose, and quantitative data analysis method. The population size is 44 hotels and guesthouses in Qom province. Multivariate Poisson regression method was used to analyze the data. The results of the study show that the competitive intelligence of a hotel or guesthouse has a direct and positive effect on their strategy type. In fact, hotels or guesthouses should pay attention to developing and improving their competitive intelligence, but based on their adopted strategy, they should invest in one of the dimensions of competitive intelligence. Those with high market intelligence are suitable for a reactive strategy, and centers with high technological intelligence are considered suitable for an offensive strategy. However, hotels and guesthouses with high competitor intelligence and socio-strategic intelligence are better off choosing a defensive strategy.

https://www.itsairanj.ir/article_224995_8fca8a143e4356b25f6cf0ccd4a5fa5f.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2026 02 17 Analyzing the Multisensory Experience of Visitors at the Tehran International Tourism Exhibition Analyzing the Multisensory Experience of Visitors at the Tehran International Tourism Exhibition 163 184 228217 10.22034/jtd.2025.514497.3046 FA Neda Zarandian Assistant Professor, Faculty of Geography, University of Tehran, Tehran, Iran 0000-0003-2417-7946 Narges Rahimi Taghanki M.A. Student in Geography and Tourism Planning, Faculty of Geography, University of Tehran, Tehran, Iran 0009-0007-3276-8072 Mojdeh Shaghlaani Lor M.A. Student in Geography and Tourism Planning, Faculty of Geography, University of Tehran, Tehran, Iran 0009-0001-9761-3617 Journal Article 2026 02 17 <span style="font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: major-bidi; mso-bidi-theme-font: major-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: FA;">With the growing emphasis on experience-oriented approaches in the tourism industry, the role of the five senses in shaping tourist experiences has gained significance. This study aims to identify and analyze the multisensory experiences of visitors to the Tehran International Tourism Exhibition, a setting where all five senses are simultaneously engaged, offering a unique context for research. Employing a qualitative and exploratory descriptive approach, semi-structured interviews were conducted with 47 exhibition visitors. Data were analyzed using the Attride-Stirling thematic network analysis method (2001) with the aid of MAXQDA software. A total of 292 initial codes were extracted and categorized into 38 basic themes, 18 organizing themes, and 5 global themes corresponding to the five senses: visual, auditory, olfactory, gustatory, and tactile. The findings revealed that each sense played a significant role in shaping visitor experiences, ranging from the perception of booth design and lighting to exposure to regional and international music, natural and food-related scents, traditional food and sweets tasting, and tactile interaction with cultural and traditional objects. However, certain shortcomings have also been reported, such as visual pollution, low-quality music performances and background noise, lack of authenticity in some food items, and absence of sensory stimuli in certain areas. These findings contribute to the theoretical understanding of sensory experiences in exhibition environments and offer practical guidance for designers, organizers, and policymakers of future tourism exhibitions to enhance sensory coherence, satisfaction, and experience memorability. <span style="font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-ascii-theme-font: major-bidi; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: major-bidi; mso-bidi-theme-font: major-bidi; mso-ansi-language: EN-US; mso-fareast-language: EN-US; mso-bidi-language: FA;">With the growing emphasis on experience-oriented approaches in the tourism industry, the role of the five senses in shaping tourist experiences has gained significance. This study aims to identify and analyze the multisensory experiences of visitors to the Tehran International Tourism Exhibition, a setting where all five senses are simultaneously engaged, offering a unique context for research. Employing a qualitative and exploratory descriptive approach, semi-structured interviews were conducted with 47 exhibition visitors. Data were analyzed using the Attride-Stirling thematic network analysis method (2001) with the aid of MAXQDA software. A total of 292 initial codes were extracted and categorized into 38 basic themes, 18 organizing themes, and 5 global themes corresponding to the five senses: visual, auditory, olfactory, gustatory, and tactile. The findings revealed that each sense played a significant role in shaping visitor experiences, ranging from the perception of booth design and lighting to exposure to regional and international music, natural and food-related scents, traditional food and sweets tasting, and tactile interaction with cultural and traditional objects. However, certain shortcomings have also been reported, such as visual pollution, low-quality music performances and background noise, lack of authenticity in some food items, and absence of sensory stimuli in certain areas. These findings contribute to the theoretical understanding of sensory experiences in exhibition environments and offer practical guidance for designers, organizers, and policymakers of future tourism exhibitions to enhance sensory coherence, satisfaction, and experience memorability.

https://www.itsairanj.ir/article_228217_d746298917e5285f1f50af132683023b.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 Economic Diplomacy and Smart Targeting in Attracting Foreign Tourists: An Analysis of the Comparative Advantage of Priority Origins Economic Diplomacy and Smart Targeting in Attracting Foreign Tourists: An Analysis of the Comparative Advantage of Priority Origins 185 198 225432 10.22034/jtd.2025.521354.3063 FA AbdolMohammad Kashian Associate Professor, Economics Department, Faculty of Economics, Management, and Administrative Sciences, Semnan University, Semnan, Iran 0000-0002-5352-1446 Journal Article 2025 05 05 One of the most significant functions of economic diplomacy is prioritizing countries worldwide to set strategic goals in marketing and attracting foreign customers. In the tourism industry, this goal can be achieved through leveraging economic diplomacy and creating diplomatic frameworks, enabling optimal attraction of foreign tourists. Considering this, the present study seeks to answer the question: Which countries have the highest comparative advantage for economic diplomacy targeting, based on revealed preferences in foreign tourism? This research employs the Concentration Ratio and Adjusted Revealed Comparative Advantage (KARCA) indices. Using reliable international data from 20 countries with over 15,000 tourists visiting Iran, it identifies priority countries for the country’s diplomatic apparatus to target. The findings indicate that Iraq, Azerbaijan, Turkey, Armenia, Bahrain, Lebanon, Oman, Georgia, and Kuwait are the top nine countries with the highest potential for attracting foreign tourists to Iran. Targeting these countries could significantly contribute to the development of foreign tourism. Five key factors are common among these origin countries: geographic proximity, shared cultural and historical ties, economic and political relations, market potential, and financial capacity of tourists, as well as their history of tourism in Iran. Furthermore, the study shows that the concentration ratio index for the top three countries with the highest number of tourists to Iran (CR3) is 70%, a relatively large figure. While this high concentration can enhance the focus of the country’s economic diplomacy apparatus, it also introduces a relatively high vulnerability to external shocks. One of the most significant functions of economic diplomacy is prioritizing countries worldwide to set strategic goals in marketing and attracting foreign customers. In the tourism industry, this goal can be achieved through leveraging economic diplomacy and creating diplomatic frameworks, enabling optimal attraction of foreign tourists. Considering this, the present study seeks to answer the question: Which countries have the highest comparative advantage for economic diplomacy targeting, based on revealed preferences in foreign tourism? This research employs the Concentration Ratio and Adjusted Revealed Comparative Advantage (KARCA) indices. Using reliable international data from 20 countries with over 15,000 tourists visiting Iran, it identifies priority countries for the country’s diplomatic apparatus to target. The findings indicate that Iraq, Azerbaijan, Turkey, Armenia, Bahrain, Lebanon, Oman, Georgia, and Kuwait are the top nine countries with the highest potential for attracting foreign tourists to Iran. Targeting these countries could significantly contribute to the development of foreign tourism. Five key factors are common among these origin countries: geographic proximity, shared cultural and historical ties, economic and political relations, market potential, and financial capacity of tourists, as well as their history of tourism in Iran. Furthermore, the study shows that the concentration ratio index for the top three countries with the highest number of tourists to Iran (CR3) is 70%, a relatively large figure. While this high concentration can enhance the focus of the country’s economic diplomacy apparatus, it also introduces a relatively high vulnerability to external shocks.

https://www.itsairanj.ir/article_225432_6f212ef0534f4f25794cb04c1b1c404f.pdf

Iran Tourism Scientific Association Journal of Tourism and Development 2423-5075 14 3 2025 09 23 An Exploratory Model of Value Co-Creation in Nature-Based Tourism Tours: Evidence from North Khorasan An Exploratory Model of Value Co-Creation in Nature-Based Tourism Tours: Evidence from North Khorasan 199 231 223727 10.22034/jtd.2025.531279.3093 FA Mojtaba Javdan Assistant Professor, Department of Tourism, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran 0000-0002-4283-3057 Saeideh Fakhari Assistant Professor, Department of Tourism, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran 0000-0001-7965-0492 Sepideh Gerailou Master's degree of Tourism, Department of Tourism, Faculty of Geographical Sciences, Kharazmi University, Tehran, Iran 0009-0001-1971-0710 Journal Article 2025 06 25 The research aimed to develop an exploratory model of value co-creation in nature-based tourism tours within the scope of North Khorasan Province, addressing the conceptual and empirical gaps in this field. Grounded in an interpretive paradigm and an exploratory research design, data were collected through documentary and field methods in a cross-sectional manner during the autumn of 2024. The statistical population comprised tour operators, visitors, and local communities in North Khorasan. Sampling was conducted purposively, achieving theoretical saturation in the nineteenth semi-structured interview. Data analysis was based on an inductive approach and performed using thematic analysis in the MAXQDA software environment (version 24.6). <span lang="EN-GB" style="font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-GB; mso-fareast-language: EN-GB; mso-bidi-language: AR-SA;">The findings revealed that value co-creation in nature-based tourism tours can be elucidated across three levels, encompassing 92 open codes, 12 sub-themes, and 3 main themes: antecedents, processes, and outcomes. The sub-themes include individual-social drivers, pull factors from tour operators and destinations, shared values, interactive participation, resource integration, innovation and flexibility, experience personalization, responsibility, individual experiences, behavioral intentions, performance quality, and brand loyalty. The theoretical and practical value of the research lies in the systematic structure of the exploratory model, which, by encompassing antecedents, processes, and outcomes, not only enriches the theoretical literature on value co-creation but also provides a practical tool for enhancing the performance and sustainability of nature-based tourism tours for target communities (tour operators, visitors, and local communities) in North Khorasan Province. Furthermore, to ensure the continuity and completion of the knowledge chain, research suggestions have been proposed for future researchers The research aimed to develop an exploratory model of value co-creation in nature-based tourism tours within the scope of North Khorasan Province, addressing the conceptual and empirical gaps in this field. Grounded in an interpretive paradigm and an exploratory research design, data were collected through documentary and field methods in a cross-sectional manner during the autumn of 2024. The statistical population comprised tour operators, visitors, and local communities in North Khorasan. Sampling was conducted purposively, achieving theoretical saturation in the nineteenth semi-structured interview. Data analysis was based on an inductive approach and performed using thematic analysis in the MAXQDA software environment (version 24.6). <span lang="EN-GB" style="font-size: 11.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN-GB; mso-fareast-language: EN-GB; mso-bidi-language: AR-SA;">The findings revealed that value co-creation in nature-based tourism tours can be elucidated across three levels, encompassing 92 open codes, 12 sub-themes, and 3 main themes: antecedents, processes, and outcomes. The sub-themes include individual-social drivers, pull factors from tour operators and destinations, shared values, interactive participation, resource integration, innovation and flexibility, experience personalization, responsibility, individual experiences, behavioral intentions, performance quality, and brand loyalty. The theoretical and practical value of the research lies in the systematic structure of the exploratory model, which, by encompassing antecedents, processes, and outcomes, not only enriches the theoretical literature on value co-creation but also provides a practical tool for enhancing the performance and sustainability of nature-based tourism tours for target communities (tour operators, visitors, and local communities) in North Khorasan Province. Furthermore, to ensure the continuity and completion of the knowledge chain, research suggestions have been proposed for future researchers

https://www.itsairanj.ir/article_223727_9fac72247983027e2729b25e1e617e50.pdf