Iran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Analysis of facilitators and deterring Factors of sport tourism: Case Study ski resort of Sahand Tabriz and Payam MarandAnalysis of facilitators and deterring Factors of sport tourism: Case Study ski resort of Sahand Tabriz and Payam Marand11860781FAKhadijehLotfi Yamchiuniversity of MazandaranFarzamFarzanUniversity of Mazandaran0000-0002-5349-3246Mohammad RasoulKhodadadiUniversity of TabrizJournal Article20170604Nowadays, the tourism industry as a clean industry and one of the most important aspects of functional geographical areas is influenced by different motives and different forms. The aim of this study was to exploratory and confirmatory factor analysis of push and deterring factors of winter sports tourism. The population consists of all tourists in Sahand Tabriz and Payam Marand piste. The sample using Cochran's formula uncertain population size and population variance in the pilot study, 258 people were selected. A researcher made questionnaire was used that the content and face validity by experts and the reliability in a pilot study with Cronbach's alpha coefficient was confirmed 0/93. By using exploratory factor analysis the items of the questionnaire because of the lower load factor of questions were eliminated. A total of three components internal push factors, external push factors and deterring factors were identified. The results of confirmatory factor analysis by using AMOS software was approved the components obtained in the exploratory factor analysis. The results showed that the questionnaire of push and deterring factors has acceptable validity and reliability and can be measure variable in the statistical population. One of the most important factors of inner facilitator is the creation of calm and increasing self-esteem, from external facilitators to the importance of staff to permanent tourists and deterring factors the existence of cultural constraints and personal problems.Nowadays, the tourism industry as a clean industry and one of the most important aspects of functional geographical areas is influenced by different motives and different forms. The aim of this study was to exploratory and confirmatory factor analysis of push and deterring factors of winter sports tourism. The population consists of all tourists in Sahand Tabriz and Payam Marand piste. The sample using Cochran's formula uncertain population size and population variance in the pilot study, 258 people were selected. A researcher made questionnaire was used that the content and face validity by experts and the reliability in a pilot study with Cronbach's alpha coefficient was confirmed 0/93. By using exploratory factor analysis the items of the questionnaire because of the lower load factor of questions were eliminated. A total of three components internal push factors, external push factors and deterring factors were identified. The results of confirmatory factor analysis by using AMOS software was approved the components obtained in the exploratory factor analysis. The results showed that the questionnaire of push and deterring factors has acceptable validity and reliability and can be measure variable in the statistical population. One of the most important factors of inner facilitator is the creation of calm and increasing self-esteem, from external facilitators to the importance of staff to permanent tourists and deterring factors the existence of cultural constraints and personal problems.https://www.itsairanj.ir/article_60781_83a6dc6b6b3c0768a305d12a97477e96.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Assessment Sustainable Brand Indicators for Coastal Tourism Destinations (Case Study: Chabahar coastal area)Assessment Sustainable Brand Indicators for Coastal Tourism Destinations (Case Study: Chabahar coastal area)194760782FAParvanehParchekaniPh.D StudentSeyed SaeedHashemiAssociate ProfessorAbdolrezaRoknedin EftekhariProfessorMohammad HoseinImani KhoshkhooAssociate ProfessorJournal Article20171121Abstract <br />Sustainable branding is a concept according to four principles of sustainability and it simultaneously considers audiences' mental images and stakeholders' interests and provides a desired image of tourism destination in audiences' mind in the case that basic sustainability principles, which require planning and management of tourism destination with a collaborative and destination-based approach, and partnership among local communities, are established.The present study was conducted with the aim to design the operational concept of indexing and utilize it in sustainable branding process in coastal tourism destinations. It was descriptive-analytical in terms of method and based on documentary and field methods and experts' views. The present study first identified branding variables and indices in coastal tourism destinations, and then explained how to operate each index through extracting measurement criteria in "Chabahar" coastal destination of Iran, and examined them by designing a questionnaire and collecting experts' views at different levels. Finally Considering the four dimensions of sustainable tourism development (Ecology, Socio-cultural, Economic and Institutional),, 8 main indices(Utility, Coastal landscape, Security, Intercommunity, Investment, Employment, Rules and regulations, Concentration of power) and 20 sub-indices were designed, operated and approved according to four key dimensions for coastal tourism destination branding. <br />Keywords: Sustainable tourism development, Sustainable branding, indexing, coastal tourism destination, ChabaharAbstract <br />Sustainable branding is a concept according to four principles of sustainability and it simultaneously considers audiences' mental images and stakeholders' interests and provides a desired image of tourism destination in audiences' mind in the case that basic sustainability principles, which require planning and management of tourism destination with a collaborative and destination-based approach, and partnership among local communities, are established.The present study was conducted with the aim to design the operational concept of indexing and utilize it in sustainable branding process in coastal tourism destinations. It was descriptive-analytical in terms of method and based on documentary and field methods and experts' views. The present study first identified branding variables and indices in coastal tourism destinations, and then explained how to operate each index through extracting measurement criteria in "Chabahar" coastal destination of Iran, and examined them by designing a questionnaire and collecting experts' views at different levels. Finally Considering the four dimensions of sustainable tourism development (Ecology, Socio-cultural, Economic and Institutional),, 8 main indices(Utility, Coastal landscape, Security, Intercommunity, Investment, Employment, Rules and regulations, Concentration of power) and 20 sub-indices were designed, operated and approved according to four key dimensions for coastal tourism destination branding. <br />Keywords: Sustainable tourism development, Sustainable branding, indexing, coastal tourism destination, Chabaharhttps://www.itsairanj.ir/article_60782_28011f4919fe6a160af6dc06f4961e95.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220The Causal Model of The Intercultural Comparative of Value of Humanitarian and Selfish on the Environmentalist Behaviors: The Mediating Role of Awareness and Personal NormThe Causal Model of The Intercultural Comparative of Value of Humanitarian and Selfish on the Environmentalist Behaviors: The Mediating Role of Awareness and Personal Norm486360783FAMohammad HasanSeifAssociate Professor, Department of Educational Sciences, Payame Noor University, Tehran, IRANAhmadRastegarAssistant Professor, Department of Educational Sciences, Payame Noor University, Tehran, IRANTaherehKarimi FardM.A in Environmental EducationMarziehTajvaranM.A in Educational ManagementJournal Article20170702Abstract<br /> <br /> One of the problems of the world, is invironmental Protection. Awareness of environmental conditions has been the overall focus and knowledge and understanding of the environment. <br /> Today, environmental issues have profoundly social context - cultural environment that we should pay attention to. Therefore, their awareness of environmental issues - is considered to be an undeniably necessary. Therefore, the main objective of this study was to evaluate the social and cultural factors affecting environmental attitude of tourists in 2016. In this survay research, data was collected by questionnaire. Statistical population includes foreign and domestic tourists in Fars. According to Cochran's formula, a sample of 260 tourists are selected and have been studied. Results showed that the value of humanitarian and selfish have indirect or indirect positive effect on the environmentalist behaviors of foreign and domestic tourists, through the mediation of environmental awareness and personal norms variables.<br /> <br /> Keywords : The value of humanitarian and selfish , The environmentalist behaviors , Personal norm, Environmental awarnessAbstract<br /> <br /> One of the problems of the world, is invironmental Protection. Awareness of environmental conditions has been the overall focus and knowledge and understanding of the environment. <br /> Today, environmental issues have profoundly social context - cultural environment that we should pay attention to. Therefore, their awareness of environmental issues - is considered to be an undeniably necessary. Therefore, the main objective of this study was to evaluate the social and cultural factors affecting environmental attitude of tourists in 2016. In this survay research, data was collected by questionnaire. Statistical population includes foreign and domestic tourists in Fars. According to Cochran's formula, a sample of 260 tourists are selected and have been studied. Results showed that the value of humanitarian and selfish have indirect or indirect positive effect on the environmentalist behaviors of foreign and domestic tourists, through the mediation of environmental awareness and personal norms variables.<br /> <br /> Keywords : The value of humanitarian and selfish , The environmentalist behaviors , Personal norm, Environmental awarnesshttps://www.itsairanj.ir/article_60783_6b65c5fcd4fdf89a0456970c3d7df62d.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Analysis of the impact of IT on the satisfaction of tourists and the financial performance of actors in the tourism industryAnalysis of the impact of IT on the satisfaction of tourists and the financial performance of actors in the tourism industry648160784FAHamedFallah TaftiFaculty of Management and Accounting of Science and Arts university, Yazd0000-0003-4751-4394AzadehGharehkhaniInformation Technology Management / Yazd University of Science and TechnologyJournal Article20171229Today, the importance of information technology in the tourism industry is not known for many reasons. Therefore, this study attempts to study the effect of this factor on the satisfaction of tourists and the financial performance of companies active in the field of tourism, while increasing the income and higher satisfaction of tourists. To this end, tourism service companies active in the tourism industry of Yazd province have been investigated including tourism agencies, hotels and resorts and entertainment. In order to collect information, first, the key factors of information technology and competitive advantage were extracted from research literature and interviews with experts. For performing the survey, a questionnaire was designed appropriately. By obtaining the sample of 73 managers and experts of selected companies, in order to analyze the data, first, the reliability and validity of each model structure were examined, then, using the path analysis method, the conceptual model of the research was fitted. The results of the significant path coefficients in the corrective model of the research indicate that all of the estimated path coefficients are significant. After answering the research hypotheses, the function of information technology in tourism industry companies more than it can affect the financial performance of the company can change the level of satisfaction of tourists, among which components of controlling the process of tourists management and the mechanisms of information technology management in companies have the greatest impact.Today, the importance of information technology in the tourism industry is not known for many reasons. Therefore, this study attempts to study the effect of this factor on the satisfaction of tourists and the financial performance of companies active in the field of tourism, while increasing the income and higher satisfaction of tourists. To this end, tourism service companies active in the tourism industry of Yazd province have been investigated including tourism agencies, hotels and resorts and entertainment. In order to collect information, first, the key factors of information technology and competitive advantage were extracted from research literature and interviews with experts. For performing the survey, a questionnaire was designed appropriately. By obtaining the sample of 73 managers and experts of selected companies, in order to analyze the data, first, the reliability and validity of each model structure were examined, then, using the path analysis method, the conceptual model of the research was fitted. The results of the significant path coefficients in the corrective model of the research indicate that all of the estimated path coefficients are significant. After answering the research hypotheses, the function of information technology in tourism industry companies more than it can affect the financial performance of the company can change the level of satisfaction of tourists, among which components of controlling the process of tourists management and the mechanisms of information technology management in companies have the greatest impact.https://www.itsairanj.ir/article_60784_1c29c969bc2cf7c2d1bda3fbfd85f12b.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180422Analysis Of Destination Competitiveness, With Emphasis On Tourists Perception
Case Study: Incoming European Tourists to IranAnalysis Of Destination Competitiveness, With Emphasis On Tourists Perception
Case Study: Incoming European Tourists to Iran8210560786FAZahraNadalipourTourism Department, University of science and culture, Tehran, IranNedaChitiTourism department, University of science and culture, Tehran, IranJournal Article20170915Today's competition in tourism has become one of the most important issues. On the other hand, the competition of the destination is largely influenced by the quality of the tourist experience. However, quantitative studies have been conducted to examine competitiveness in terms of demand. The purpose of this study is to investigate the effect of experience quality on tourists' perception of destination competitiveness. In this regard, the model proposed by Meng (2006) has been adapted. This model suggests that the quality of tourism experience in different stages of travel affects the perception of the competitiveness of tourists from the destination. The statistical population of the study consisted of European tourists visiting Iran. Pearson correlation coefficient was used to analyze the results. The results indicate that there is a meaningful relationship between the quality of experience and perceived competitiveness, and the perception of tourists from the competition of the destination is directly influenced by the quality of the tourism experience. In addition, it seems that the level of participation of tourists only has a positive and significant relationship with the post-travel stage.Today's competition in tourism has become one of the most important issues. On the other hand, the competition of the destination is largely influenced by the quality of the tourist experience. However, quantitative studies have been conducted to examine competitiveness in terms of demand. The purpose of this study is to investigate the effect of experience quality on tourists' perception of destination competitiveness. In this regard, the model proposed by Meng (2006) has been adapted. This model suggests that the quality of tourism experience in different stages of travel affects the perception of the competitiveness of tourists from the destination. The statistical population of the study consisted of European tourists visiting Iran. Pearson correlation coefficient was used to analyze the results. The results indicate that there is a meaningful relationship between the quality of experience and perceived competitiveness, and the perception of tourists from the competition of the destination is directly influenced by the quality of the tourism experience. In addition, it seems that the level of participation of tourists only has a positive and significant relationship with the post-travel stage.https://www.itsairanj.ir/article_60786_e8f29fe88b1df2caf8b0d15c54a87e0c.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Developing a Framework for Measuring Perceived Quality of Tourism DestinationsDeveloping a Framework for Measuring Perceived Quality of Tourism Destinations10612060787FAMohammadGhaffariDepartment of Business Administration, Faculty of Farabi University0000-0002-0566-4717Journal Article20171112Perceived quality of tourism destination is one of the most important effective factors on the tourist satisfaction and his/her revisit intention. In addition, perceived quality is a multi-dimensional concept that its dimensions may be different in each situation. This is why the present study aimed to identify the dimensions of perceived quality of tourism destination. The present study is a practical-development study and is a survey from research methodology perspective. The statistical population of this study consists of inbound tourists in November 2017. A total of 300 tourists were selected from this population randomly. In order to collect the research data, a self-administrated questionnaire (including 38 items) was used. The validity and reliability of questionnaire were investigated and confirmed. The research data were analyzed through both descriptive (such means and frequencies) and inferential (such as exploratory factor analysis) statistics in the SPSS. The findings revealed perceived quality of tourism destination brand consists of seven dimensions including perceived quality of tourism attractions, perceived quality of human relations, perceived quality of services, perceived quality of hygiene standards, perceived quality of tourism destination management, perceived quality of visual tourism destinations, and perceived quality physical facilities.Perceived quality of tourism destination is one of the most important effective factors on the tourist satisfaction and his/her revisit intention. In addition, perceived quality is a multi-dimensional concept that its dimensions may be different in each situation. This is why the present study aimed to identify the dimensions of perceived quality of tourism destination. The present study is a practical-development study and is a survey from research methodology perspective. The statistical population of this study consists of inbound tourists in November 2017. A total of 300 tourists were selected from this population randomly. In order to collect the research data, a self-administrated questionnaire (including 38 items) was used. The validity and reliability of questionnaire were investigated and confirmed. The research data were analyzed through both descriptive (such means and frequencies) and inferential (such as exploratory factor analysis) statistics in the SPSS. The findings revealed perceived quality of tourism destination brand consists of seven dimensions including perceived quality of tourism attractions, perceived quality of human relations, perceived quality of services, perceived quality of hygiene standards, perceived quality of tourism destination management, perceived quality of visual tourism destinations, and perceived quality physical facilities.https://www.itsairanj.ir/article_60787_64b69edbdbebddfb07106576108edc00.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Investigation factors affecting brand loyalty with mediating role of brand identification and brand love in five star hotels in MashhadInvestigation factors affecting brand loyalty with mediating role of brand identification and brand love in five star hotels in Mashhad12113860788FAMaliheTaghdirMaster of marketing management, Imamreza International UniversitySeyed MortezaGhayour BaghbaniAssistant professor, Imamreza International universityMortezaRojuiAssistant professor, Imamreza International universityJournal Article20171126Since hoteling is considered as one of the tourism elements that plays an important role in the economy of the country, then, paying attention to this industry is important. The existence of a dynamic and competitive environment in this industry has led hotel owners to seek to differentiate and find new ways to attract and retain their customers. The purpose of this research is applied and the research method is descriptive and survey. The statistical population of this study was domestic visitors to five star hotels in summer 2017 in Mashhad. The sample size according to the Morgan table is 384 people by stratified random sampling. The data gathering tool for research variables is standard questionnaire. In order to evaluate its validity, we used formal, content, and constructive validity, and its reliability was measured using Cronbach's alpha. Data analysis was performed through structural equation modeling method with Lisrel software. The results showed that the effect of Brand Identity and Brand Life style congruence on Brand Identity was significant. Also The impact of Brand Identification on Brand Love with direct path and its effect on loyalty with mediating role was confirmed. While the mediating role of Identification and its direct effect on brand loyalty was not significant.Since hoteling is considered as one of the tourism elements that plays an important role in the economy of the country, then, paying attention to this industry is important. The existence of a dynamic and competitive environment in this industry has led hotel owners to seek to differentiate and find new ways to attract and retain their customers. The purpose of this research is applied and the research method is descriptive and survey. The statistical population of this study was domestic visitors to five star hotels in summer 2017 in Mashhad. The sample size according to the Morgan table is 384 people by stratified random sampling. The data gathering tool for research variables is standard questionnaire. In order to evaluate its validity, we used formal, content, and constructive validity, and its reliability was measured using Cronbach's alpha. Data analysis was performed through structural equation modeling method with Lisrel software. The results showed that the effect of Brand Identity and Brand Life style congruence on Brand Identity was significant. Also The impact of Brand Identification on Brand Love with direct path and its effect on loyalty with mediating role was confirmed. While the mediating role of Identification and its direct effect on brand loyalty was not significant.https://www.itsairanj.ir/article_60788_1c680d9ca4de39bf01510dd7a15006f8.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220The analysis of the status for handicrafts’ supply chain participants in Qeshm Island using Social Network Analysis (SNA)The analysis of the status for handicrafts’ supply chain participants in Qeshm Island using Social Network Analysis (SNA)13915960789FAHannanehMohammadi KangaraniInstitute for Environment and Sustainable Development,Tehran, IranMahnazHosseinzadehDepartment of Industrial Management, Faculty of Management, University of Tehran, Tehran, IranMohammadSepahi ParsaM.A. graduated of Eco-tourism, Hormozgan University, Bandar Abbas, IranJournal Article20170828This paper aims at investigating the inter-relationship network of handicrafts supply chain participants in Qeshm Island, with respect to the power and status of them in the networks. To this end, six inter-relationship networks, including the inter-relationship network of producers-suppliers, producers-customers, producers-non domestic customers, sellers-producers, sellers-customers, and Chinese producers-sellers of handicrafts in Qeshm Island were depicted and explored.<br /> Analysis of the networks was done using Network Analysis Approach (SNA) in Visone software, by calculating four indices including indegree, betweeness, eigenvector centralities, and status. In total, the results showed the appropriate status of speculators and inappropriate status of producers in the networks, which could be a reason for the underdevelopment of handcrafts in Qeshm Island. Accordingly, eliminating speculators can improve the marketing of handicrafts, help producers, and benefit the stakeholders, which in turns, lead to the increased income; however, such a process requires the establishment and development of cooperatives as for the procurement, production and distribution of handicrafts in rural areas. Besides, the research results could be a step to develop, the way with which Social Network indices could be applied in Supply Chain Management Field.This paper aims at investigating the inter-relationship network of handicrafts supply chain participants in Qeshm Island, with respect to the power and status of them in the networks. To this end, six inter-relationship networks, including the inter-relationship network of producers-suppliers, producers-customers, producers-non domestic customers, sellers-producers, sellers-customers, and Chinese producers-sellers of handicrafts in Qeshm Island were depicted and explored.<br /> Analysis of the networks was done using Network Analysis Approach (SNA) in Visone software, by calculating four indices including indegree, betweeness, eigenvector centralities, and status. In total, the results showed the appropriate status of speculators and inappropriate status of producers in the networks, which could be a reason for the underdevelopment of handcrafts in Qeshm Island. Accordingly, eliminating speculators can improve the marketing of handicrafts, help producers, and benefit the stakeholders, which in turns, lead to the increased income; however, such a process requires the establishment and development of cooperatives as for the procurement, production and distribution of handicrafts in rural areas. Besides, the research results could be a step to develop, the way with which Social Network indices could be applied in Supply Chain Management Field.https://www.itsairanj.ir/article_60789_328c52397c0266a26a7e65890c6cf02a.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220Urban branding with emphasis on tourism attractionsUrban branding with emphasis on tourism attractions16017960790FAAliShariatlu uniNajmoddinMousavilu uniRezaSepahvandMember of Faculty of Management / University of LorestanJournal Article20171206Urban branding with emphasis on tourism attractions <br /> Abstract<br /> The main objective of the research conducted in the urban branding for Khorramabad. The research objective was applied and the research type was analytical survey. The statistical population was made up of over of 30 experts who obtained using random sampling – stratification. In this article, the data collection method was based on quantitative and qualitative data based on pair questionnaire and Semi-structured interviews. The research conducted in three phase. First, determinate identification of Khorramabad, second branding with emphasis on five phase branding model, third, identification identity, topic and Logo for khorramabad. The results show included on identification identity, topic and Logo for khorramabad. In addition the results show that, there are opportunities identified for khorramabad in branding. Also, there are identifies key strengths that khorramabad city can use them for development. At last, aggressive, competitive, conservative and defensive strategies developed and topic and Logo for khorramabad introduced.<br /> <br /> Keywords: urban branding, tourism attractions, five phase branding model, Fuzzy AHP.Urban branding with emphasis on tourism attractions <br /> Abstract<br /> The main objective of the research conducted in the urban branding for Khorramabad. The research objective was applied and the research type was analytical survey. The statistical population was made up of over of 30 experts who obtained using random sampling – stratification. In this article, the data collection method was based on quantitative and qualitative data based on pair questionnaire and Semi-structured interviews. The research conducted in three phase. First, determinate identification of Khorramabad, second branding with emphasis on five phase branding model, third, identification identity, topic and Logo for khorramabad. The results show included on identification identity, topic and Logo for khorramabad. In addition the results show that, there are opportunities identified for khorramabad in branding. Also, there are identifies key strengths that khorramabad city can use them for development. At last, aggressive, competitive, conservative and defensive strategies developed and topic and Logo for khorramabad introduced.<br /> <br /> Keywords: urban branding, tourism attractions, five phase branding model, Fuzzy AHP.https://www.itsairanj.ir/article_60790_7989febd6a1b213908c34250e6a4ae73.pdfIran Tourism Scientific AssociationJournal of Tourism and Development2423-50756420180220The Impact of Internal Brand Management on Organizational Citizenship Behaviors in Hotel Industry: The Mediating Role of Organizational Identity and Job EngagementThe Impact of Internal Brand Management on Organizational Citizenship Behaviors in Hotel Industry: The Mediating Role of Organizational Identity and Job Engagement18020060791FAShahramKhalil NezhadFaculty Member, Business Administration Department, Allameh Tabataba&#039;i UniversityAmirAslani AfrashtehPh.D. student of business management, Faculty of Management and accounting, Allameh Tabataba'i UniversityMohamad HosseinShojaiPh.D. student of business management, Faculty of Management and accounting, Allameh Tabataba'i UniversityJournal Article20171211The purpose of this study is to investigate the role of mediating organizational identity and job engagement in the impact of internal brand management on organizational citizenship behavior. In this regard, a survey method was used. The statistical population of this research was all employees of four and five Star Hotels in Tehran Province, 319 of them were selected according to Morgan table as a statistical sample by simple random sampling method. The data were collected through a questionnaire. Validity and reliability of the questionnaire were evaluated using face and construct validity as well as Cronbach's alpha. In addition, for analyzing the data and testing the research hypotheses, structural equation modeling using Amos software was used. Based on resulted from among impact of internal brand management dimensions on organizational identity, the effect of internal brand communication and brand-oriented education and transformational leadership confirmed. As well as from among impact of internal brand management dimensions on job engagement, the effect of transformational leadership confirmed but internal brand communication and brand-oriented education rejected. Finally the findings showed that organizational identity and job engagement had a positive and significant effect on organizational citizenship behaviors toward employees, customers and organizations in Hotel industry.The purpose of this study is to investigate the role of mediating organizational identity and job engagement in the impact of internal brand management on organizational citizenship behavior. In this regard, a survey method was used. The statistical population of this research was all employees of four and five Star Hotels in Tehran Province, 319 of them were selected according to Morgan table as a statistical sample by simple random sampling method. The data were collected through a questionnaire. Validity and reliability of the questionnaire were evaluated using face and construct validity as well as Cronbach's alpha. In addition, for analyzing the data and testing the research hypotheses, structural equation modeling using Amos software was used. Based on resulted from among impact of internal brand management dimensions on organizational identity, the effect of internal brand communication and brand-oriented education and transformational leadership confirmed. As well as from among impact of internal brand management dimensions on job engagement, the effect of transformational leadership confirmed but internal brand communication and brand-oriented education rejected. Finally the findings showed that organizational identity and job engagement had a positive and significant effect on organizational citizenship behaviors toward employees, customers and organizations in Hotel industry.https://www.itsairanj.ir/article_60791_fb042e7a5b7716fd0836e25316482bf9.pdf