https://www.itsairanj.ir/ Journal of Tourism and Development en daily 1 Sat, 21 Mar 2026 00:00:00 +0330 Sat, 21 Mar 2026 00:00:00 +0330 https://www.itsairanj.ir/article_246079.html The indigenous music of Iran holds rich cultural and historical significance, deeply rooted in the spirituality of the region. It is believed that its melodic and rhythmic elements have a profound impact on individuals' spiritual well-being, promoting tranquility, mindfulness, and inner peace. For this purpose, the present study aims to examine the impact of Iranian indigenous music on the development of cultural tourism and spiritual health. The research method is descriptive-survey and is applied in terms of purpose. By conducting documentary studies and interviews with academic experts and tourism industry specialists, 9 factors were identified. In this research, using the Partial Least Squares Structural Equation Modeling technique and the Smart PLS3 software, the data were analyzed and the research model was designed. The research findings indicate that all direct relationships in the model, with the main variable (cultural tourism development and spiritual health), were significant and accepted in the hypothesis test. The highest path coefficients, in order, are related to indigenous music on spiritual health, the diversity of provincial and ethnic music, and participation in music festivals and events. Among the selected factors, indigenous music on spiritual health has the greatest importance for the development of cultural tourism. The results of this research can contribute to the promotion of cultural tourism development and spiritual health in Iran. By promoting local music events, supporting local artists, and creating appropriate infrastructure, the attractiveness of tourism will increase, and the experience of tourists will become richer, ultimately leading to the economic and cultural growth of the country https://www.itsairanj.ir/article_246080.html The purpose of this research was to investigate the effect of understanding the online content of a tourist destination on the tourists' behavioral intentions through the mediating role of tourists' satisfaction and digital marketing interactions. This research is a survey in terms of practical purpose and implementation method. The statistical population of this research is all Citizens of Mashhad over 18 years of age who have traveled in the last two years. Based on Morgan's table, 384 samples have been considered in the random sampling method. The data collection tool was the standard questionnaire of Armutko et al. (2023). To measure face validity according to experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. Its total Cronbach's alpha value was estimated at 0.863, which is within the acceptable range. Data analysis has been done in the descriptive statistics section with SPSS 27 software and for hypothesis testing with the structural equation modeling method and SmartPLS 3 software. The results showed that understanding the online content of the tourist destination has a positive and significant effect on tourists' satisfaction, behavioral intentions, and digital marketing interactions. Also, tourists' satisfaction and digital marketing interactions have a positive and significant impact on tourists' behavioral intentions. Finally, the findings indicate the impact of understanding the online content of the tourist destination on the tourists' behavioral intentions through the mediating role of tourists' satisfaction and digital marketing interactions among tourists in Mashhad. https://www.itsairanj.ir/article_246081.html Introduction: The development of new technologies, especially smartphones and the expansion of social media, has brought about fundamental changes in the business world. The tourism industry, as one of the thriving industries, has not been left out of these developments. This study aims to examine the impact of social media marketing on brand equity, considering the mediating role of sustainable tourism development and corporate social responsibility in the tourism industry. Research method: This research was conducted with a positivist philosophical approach using a quantitative method. The research strategy was survey-based. This research has a cross-sectional time horizon and was conducted over a one-and-a-half month period between October 31 and December 29. The statistical population included customers and guests of 4- and 5-star hotels, and sampling was done using a non-probability convenience method with a sample size of 384. Structural equation modeling and SPSS and Smart PLS software were used for data analysis. Findings: The results of the research showed that social media marketing has a significant impact on the brand equity of hotels. This impact was observed directly and through the mediating variables of corporate social responsibility and sustainable tourism development. Conclusion: This research shows that hotels can increase their brand equity by effectively using social media marketing and focusing on corporate social responsibility activities and sustainable tourism development. It is suggested that hotels can achieve this goal by producing quality content, creating interactions with customers, and implementing social responsibility programs. https://www.itsairanj.ir/article_208832.html In recent decades, urban tourism has had an impact on Tehran's spatial changes, and the examination of current conditions shows that centralism has disrupted the process of realizing spatial justice in Tehran. This situation indicates that the concept of spatial justice has not been fully seen in Tehran's tourism planning and its implementation in the future, without explaining the necessary mechanisms, will face problems. This research tries to present a conceptual model of sustainable tourism with an emphasis on its spatial effects in the city of Tehran; for this purpose, with interpretive and critical paradigm, it uses comparative and interrogative logics; the current research is fundamental and mixed type (quantitative-qualitative) and the method of collecting information is library and field. This research adopts the method of logical reasoning; using this method, urban tourism criteria were explained in the form of 4 conceptual models, and with the two-stage Delphi technique, the consensus of 25 experts regarding the validation of these models was carried out. The results of the research show that among these four models, Alternative No. 3 will be more suitable than other alternatives due to the use of sustainable tourism criteria as well as compliance with the conditions and requirements of Tehran. This model pays attention to the diversity of audiences and attractions and specifies a method to collect information and analyze them and then provide strategies for tourism management in Tehran. https://www.itsairanj.ir/article_246975.html Since customers are the most important factor in the growth and profitability of any organization, this paper aims to examine the factors affecting brand attachment among customers of five-star hotels in Mashhad. The model tests the effect of brand credibility and brand experience on brand attachmend with the mediating role of brand identity. On the next step, the effect of brand identity on brand attachment with the moderating role of customer engagement is also tested. A total of 384 customers were studied as a research sample. The research method is applied in terms of purpose, descriptive-correlation in terms of data collection, and quantitative in terms of data analysis. The data collection tool for this study is the relevant questionnaires from reputable sources, the validity and reliability of which have been examined and confirmed by various methods. The data are analyzed using the structural equation modeling (SEM). The results showed that brand identity mediate the effect of brand credibility and brand experience on brand attachment. Also, customer engagement moderates the relationship between brand identity and brand attachment. By identifying these relationships, suggestions were made to improve brand attachment among customers of five-star hotels in Mashhad https://www.itsairanj.ir/article_215777.html The present study aims to explain a loyalty model based on tourists’ experiences in rural areas. The primary objectives of the research include conceptualizing loyalty, analyzing the interplay of factors within the loyalty model, and proposing strategies to enhance the process of tourist loyalty in rural regions. In a cross-sectional quantitative study, data were collected from 250 tourists visiting villages in Shahrud County (summer 2023) using the standardized questionnaire by Lee and Wain, and analyzed through structural equation modeling (SEM). The statistical population consisted of tourists who traveled to rural areas of Shahrud during summer 2023. A simple random sampling method was employed, selecting 250 participants, and data were collected via the Lee and Wain questionnaire.Results from PLS software analysis revealed that promotional activities directly influenced tourists’ expectations (β = 0.342), satisfaction with the destination (β = 0.418), and destination loyalty (β = 0.325). Additionally, tourists’ expectations positively impacted their satisfaction (β = 0.312) and destination loyalty (β = 0.454). Finally, tourists’ satisfaction had a direct effect on destination loyalty (β = 0.254). The findings highlight that focusing on factors such as effective advertising, fostering positive expectations, and enhancing tourists’ satisfaction with the destination can strengthen their loyalty to rural tourism destinations. These results underscore the importance of strategic planning in promotional activities and delivering high-quality services in rural areas. https://www.itsairanj.ir/article_225931.html Hotels must attract suitable employees to deliver excellent and customer-centric services. Organizations and managers in this industry in Iran face numerous challenges in recruiting, retaining, and motivating competent, committed, and qualified workforce. The present study aims to analyze the components of the employer value proposition (EVP) and the expected employee value proposition (EVP) in the hospitality industry by examining the mutual value propositions between employers and employees. This research is applied in terms of purpose and qualitative in methodology, utilizing thematic analysis. To collect data, semi-structured interviews were conducted with 18 managers and owners of hotels in Shiraz, selected through purposive sampling. The findings revealed that the employer value proposition in this industry and the studied context comprises four components: compensation system (fixed and variable pay), benefits (monetary and non-monetary), organizational climate (ideal work environment, organizational justice, and camaraderie between managers and employees), and career development (focus on employee advancement, learning, and personal growth). Additionally, from the perspective of employers and owners, the expected employee value proposition includes three components: job skills (occupational expertise, academic qualifications, communication skills, and technical job skills), personal attributes (personality traits and appearance), and work attitude (work ethic, organizational commitment, and professional ethics). https://www.itsairanj.ir/article_225932.html This study aims to examine the intercultural competencies of Chinese tourists in Iran and analyze their impact on cultural interactions between tourists and the host community. The necessity of this research arises from the growing importance of intercultural interactions in the tourism industry, where intercultural competence can help reduce cultural misunderstandings and foster mutual understanding. The research employs a descriptive-analytical and survey-based methodology and Due to the lack of specialized Chinese language guides; sampling was conducted purposively. Data were collected through both in-person and electronic questionnaires distributed to 30 tour guides with experience in interacting with Chinese tourists. Data analysis was conducted using the structural equation modeling software Smart-PLS. This software is capable of performing complex analyses. The findings reveal that intercultural competence comprises four key dimensions: intercultural action, cultural difference awareness, cultural appreciation, and cultural responsibility. These dimensions have a direct and significant impact on positive interactions between tourists and the host community. However, the relationship between intercultural competence and active participation was not statistically significant, indicating a need to create more opportunities for tourist engagement. The results also underscore the critical role of tour guides in mitigating misunderstandings and enhancing tourists’ experiences. The study suggests that investing in intercultural skills training and the development of digital infrastructure can enhance the tourism experience in Iran and strengthen the country’s position in international markets. https://www.itsairanj.ir/article_119927.html Technology development leads to improvement in businesses. Medical tourism business the same as others must function based on new technologies and The medical tourism product should followed of these rules. So In this research we examined Medical tourism product . Data gathered with Delphi method and structured questionnaire. Statistical population for Delphi method is experts in Medical tourism and e-businesses and second statistical population includes of medical tourism facilitators firms. The sampling method for the first statistical population is snowball and the number of sample is considered based on theoretical saturation and Kendall coefficient. The result showed the medical tourism product in technology based businesses includes 3 aspects value proposition, target customers and capabilities. Value proposition means the service or product providing to target customer. The target customers divided to C2C, B2B2C, C2B and B2B also based on origin of travel and type of requested service. The capabilities defined as platform for financial and activities among stakeholders of Medical tourism business. https://www.itsairanj.ir/article_143120.html Success in project management requires application of related knowledge areas. The nature of tourism projects is sensitive to certain principles. If those kinds of certain principles has not followed by project manager during construction, it affects failure in the project and has several destructive consequences. Accordingly, this study has been conducted with the aim of analyzing and compiling a network of required knowledge areas for tourism project management with a sustainable development approach. The present research is kind of developmental and applied type, and its approach is qualitative. The Logical reasoning is used as a strategy in this research. Theories, documents, papers related to the subject, and interviews are utilized and review under thematic analysis to extract required knowledge areas in order to answer the research question. According to the network of required knowledge areas, the tourism project management require to pay attention to diversity management, energy management and beneficiary management in addition to the knowledge areas of project management to be succeeded in. In general, the findings of this study lead to the promotion of theoretical knowledge in the field of tourism project management with a focus on the sustainable development approach. https://www.itsairanj.ir/article_134164.html Today, all over the world, the presentation and use of indigenous models of commercialization of historical-natural sites has increased the attraction of tourists and ultimately an important factor in the maintenance and development of these centers; But at present, most of the country's tourism complexes, including the historic-natural Biston site, which has also reached the world record, unfortunately do not have a local model for commercialization. The present study, based on the necessity, has presented a local model for obtaining sustainable incomes from tourism regions and sites by maintaining the identity of these centers and with a qualitative research approach based on the grounded theory. The required data were collected and analyzed from a sample of 12 people consisting of academic, administrative and tourism activists in Kermanshah province using semi-structured in-depth interviews. Data collection continued until theoretical saturation was achieved. After coding the concepts, the categories were extracted and these categories were categorized in the form of a model consisting of causal, contextual, interventionist, strategies and consequences. According to the obtained model, the main categories include: causal conditions (public sector approach, etc.), intervening conditions (role of government, pollutants, etc.), contextual conditions (economic, cultural, social and ...), the central phenomenon (development of infrastructure, regulation of tourism activities, etc.); strategies (educational, effective advertising, etc.) and consequences (social and cultural, etc.). Finally, operational solutions for the commercialization of these places, focusing on the Biston site, were presented. https://www.itsairanj.ir/article_151573.html The purpose of this research is to develop a model for the development of human resource management in hotels with an entrepreneurial approach. This research has been done in the framework of a qualitative approach and by applying the data research method of the foundation. This research has been conducted in the framework of a qualitative-exploratory approach and using the data theory of the foundation. In the process of implementing basic data theory, they are analyzed in three stages of open, axial and selective coding. Findings The research shows the extraction of 160 codes in open coding and 25 concepts in the form of 6 main categories in axial coding, which in the form of a paradigm model includes the development of human resource management with an entrepreneurial approach as a central category and causal conditions (Organizational capability, Organizational strategy, Entrepreneurial human resources and Organizational dynamics), contextual conditions (Managerial look , Behavior of managers , Organizational Culture , Intra - organizational factor , Competitive Advantage), intervening conditions (Environmental factors, Static structure , Employee evaluation system , Work culture , Orbital relationship), Strategies and actions ( Improving the human resource management system, Applying entrepreneurial strategy in human resource management and pathology of the current situation and culture building) and consequences (at staff and organizational level). Based on the research results, the use of this model in order to provide the necessary infrastructure for employing entrepreneurship and developing human resource management in hotels is recommended. https://www.itsairanj.ir/article_159479.html Customer experience is the overall perception of customers about your business.Purpose: The purpose of this research was to present a customer experience management model in hotels.Method: In this research, the researcher has used a mixed approach. In the first study, the foundation's data approach was based on Strauss and Corbin's approach and the study was based on a quantitative method. The data collection tools required in the first study, the protocol and interviews with hotel managers, in the next step, the required data among 384 customers who had the experience of staying in hotels were randomly selected in a cluster and the questionnaire was distributed, and finally, the results were obtained by Equations software. The structure of Imus has been analyzed.By conducting seventeen interviews to theoretical saturation and finally extracting 100 open codes, based on theoretical literature, the researcher did central and selective coding and presented the results in the form of six main dimensions and thirty two sub-dimensions.Results: The researcher has presented a model including six main dimensions, word-of-mouth advertising, service quality, normal conditions, customer service, event marketing, customer experience, and thirty-two sub-dimensions.Conclusion: The quality and variety of hotel services and creating an experience play a key role in returning travelers to hotels, but from the moment customers enter the hotel, there are many factors such as interior space and decoration, appliances, equipment and devices, amenities, staff behavior. hotel, affect his experience, so managers must have a deep understanding of customer needs and expectations. https://www.itsairanj.ir/article_160385.html Health tourism is a relatively emerging field of knowledge that can create a dynamic multi-disciplinary economic activity by integrating businesses in the field of medicine, wellness, and tourism and travel. This research was conducted to examine documents, trends in health tourism research based on a database that is a specialized database in the field of health; Based on this, in the period of 34 years (1988 to 2022), about 254 related documents were identified and examined and evaluated. For this purpose, in order to code and extract the components from the qualitative method of theme analysis (theme) through three stages of code "Open, axial, optional" setting is used in Max QD 2020 software. The research results have shown; institutional factors and networking (institutional development, institutional participation); Markets (demand and behavior), destinations (advertisement development and destination development and infrastructure improvement), and development environments (policies and impacts) emerged as the four main research topics in the field of health tourism. By integrating and creating common goals with other related bodies and institutions, health tourism can create suitable opportunities for developing countries, including Iran, to achieve sustainable development goals. In this research, based on the results of the research, suggestions for related policies and effective strategies have been presented, which can provide knowledge and insight for researchers and policy makers in this field. https://www.itsairanj.ir/article_162293.html The purpose of this research is to study the dimensions of destination love along with strategies to create and strengthen it and to Design and Develop a model of the antecedents and consequences of tourist destination love. The present study was qualitative research based on the strategy of the grounded theory by using the interview tool. This research has been done focusing on Qazvin province as a tourist destination. And the statistical population of the study includes 16 professors and experts in the tourism industry of Qazvin province. The sampling method was done purposefully. And the three-step open, selective, and theoretical coding method was used for data analysis in this research. Also, the qualitative findings have been analyzed and explained using Maxqda software. The findings of the research indicate that in the tourist destination love is formed based on the passion for the destination, positive emotional connection, and Concern about the destination, whose stimuli include the destination experience (social, emotional, practical, and sensory) and Quality of tourism destination (the quality of the tourism phenomenon and product, facilities and interactive relationship with local employees and residents) and its consequences are also marketing achievements (destination loyalty, word of mouth (WOM) and tourist participation behaviors) and sustainable development (economic, environmental and socio-cultural). Also, two factors: identifying needs and advantages and strengthening communication with tourists were identified as strategies for creating destination love. https://www.itsairanj.ir/article_169905.html One of the crises that affected the tourism industry and related industries in 2020 and caused serious damage to it is the crisis caused by the outbreak of the Covid-19 ,which in addition to causing a great economic blow to the tourism industry and causing closure And the adjustment of human resources has also caused social and cultural damages. The current research, focusing on museums as one of the key elements of the tourism sector, seeks to identify suitable strategies for the recovery and prosperity of museums in the post-Covid-19 era from the point of view of experts, museum managers and human resources specializing in museums. The data collection tool in this research is a semi-structured interview, and the research method is qualitative (theme analysis) and quantitative (confirmatory factor analysis) in Lisrel software. The results show that macro-level policymaking, service development and diversification, influence in the tourism and museum market, and cooperation and information exchange are suitable strategies for the prosperity and recovery of museums after the Covid-19 crisis. The proposed model was verified in factor analysis and the appropriate solutions were identified. https://www.itsairanj.ir/article_180805.html In today's era, tourism is one of the influential factors in the expansion of international relations, and it is a creator of job opportunities in the economic sector and a factor for establishing social and cultural interactions. Film and cinema is one of the factors that can play a key role in the development of tourism. This research has an applied purpose and is a descriptive-survey type of study. The target society of this research is the audience of cinema and television films (cinema, series, documentary, etc.) who have seen the films made in the space of Kurdistan province or centered on the subject of Kurdistan province. Since the exact amount of the number of non-native people who have seen the films (centered on the location and subject of Kurdistan province) is not available, it is assumed to be unlimited and the number of 384 people was selected by easy random sampling. The main tool for collecting information in this research is a questionnaire, the validity of which will be checked at the content level, and its reliability was checked through Cronbach's alpha test. After collecting and completing the research questionnaires, it was analyzed through SPSS and AMOS software. The results of the analysis of the research hypotheses indicated that all the research hypotheses were confirmed. Filmmaking infrastructure has the greatest effect on tourists' intention with a coefficient of 0.57, and the least effect with a coefficient of 0.34 is related to the effect of tourists' intention on tourists' experience. https://www.itsairanj.ir/article_182148.html One of the important issues in the field of eco-tourism accommodation is to provide a good branding model in it. This model expresses the influencing factors, relationships, age and position of each factor in the ecotourism system. Therefore, an attempt was made to design a suitable model of branding in ecotourism residences in Golestan province. In this research, considering concepts such as sustainable development, destination attractions, ecotourism and tourist knowledge, brand identity and mentality, it presents a model for branding ecotourism accommodations in Golestan province. In this model, the sustainable development of ecotourism and its attractions are identified as the competitive advantages of ecotourism accommodations and the key factors affecting branding are determined. The research method is a quantitative method. The statistical population of the research was tourists and owners of eco-tourism accommodation in Golestan province, for sampling, 384 tourists and 90 business owners were selected using Cochran's formula by simple random method. The research tool included a researcher-made questionnaire. Data analysis has been done through structural model testing using SmartPLS software. Among the dimensions of branding for both groups of tourists and business owners, socio-cultural, ecological, economic, institutional and branding dimensions have been in an unfavorable situation. The results of structural equations showed that the ideal model in both groups of tourists and business owners has socio-cultural, economic, ecological and institutional dimensions, and the mentioned dimensions have the ability to measure branding in ecotourism accommodations. https://www.itsairanj.ir/article_190394.html This research paper investigates the determinants that influence tourists' intention to purchase organic food (IPOF), focusing on the interplay between consumption values (CVs) and attitudes (ATT). The study adopts a case study approach in the context of Uttarakhand, a region known for its commitment to organic farming and the preservation of cultural heritage. By employing rigorous empirical methods and analysing the data using structural equation modeling The results reveal that consumption values, including Functional Value (FV), social value (SV), emotional value (EMV), and epistemic value (EPV), significantly influence tourists' attitudes toward organic food. These values are vital in shaping positive ATT, indicating their importance in driving consumer behaviour. ATT, in turn, mediates the relationship between CVs and IPOF. The outcomes of this investigation have both practical and theoretical relevance for policymakers and marketers in promoting organic food consumption in similar tourism destinations. Keywords: Organic food, Tourist, Theory of consumption values, Consumer behaviour https://www.itsairanj.ir/article_190782.html This study analyzed the factors that affect the accommodation booking intention of Vietnamese tourists when traveling domestically in the post-Covid context. To gather data, an online questionnaire was distributed through the Facebook social network, resulting in 124 responses obtained through a convenient sampling method. The questionnaire covered various aspects such as personal protective equipment (PPE) and hygiene, negative reviews, reasonable price, accommodation attributes including accommodation value and service quality. After conducting an exploratory factor analysis (EFA) and multiple regression, the results showed that service quality, reasonable price, and negative review have significant effects on the accommodation booking intention of domestic tourists in Vietnam. Meanwhile, the effects of PPE, hygiene, and accommodation value are still uncertain, especially in the ongoing aftermath of the Covid 19 pandemic. Drawing on these findings, the authors proposed relevant implications for stakeholders, especially for managers in accommodation industry. These implications can help guide decision-making and improve services in the accommodation sector. https://www.itsairanj.ir/article_206886.html The current research aims to identify the factors influencing gender pay gap in the tourism industry (case: travel agencies) and to determine the effect weight of each factor. The methodology of the research is mixed method and the Sequential Exploratory approach (qualitative-quantitative) is adopted. In phase1 (qualitative), in order to extract the factors, semi-structured interviews were conducted with 16 tourism experts selected by snowball sampling technique. In phase2 (quantitative), a structured questionnaire was designed based on the extracted factors. It was given to 248 employees and managers of travel agencies who were selected by convenience sampling technique and had experienced gender pay inequality. The qualitative data were analyzed by interpretive analysis and coding via the method of Strauss and Corbin. The qualitative data were analyzed by Confirmatory Factor Analysis (Structural Equation Modeling composing of Measurement Modeling and Structural Modeling) using SPSS-V23, LISREL-V8.8 and SmartPLS-2 pieces of software. The model fitted the observations well. The following three dimensions influencing gender pay gap in the tourism industry were confirmed: (a) sociocultural (including stereotypes, gender socialization, androcentrism, legal literacy), (b) political‐legal (including policymaking and overarching laws, implementation, monitoring, rewards and punishments), (c) administrative-organizational (including managerial failures, organizational culture, and technological infrastructure and equipment). In addition, the examination of the coefficients of the model paths showed that the sociocultural dimension and the gender socialization component--amongst the dimensions and components, respectively--influenced gender pay gap in the tourism industry most. This implies the necessity of improving the awareness of individuals in the area of gender equality. https://www.itsairanj.ir/article_207106.html In this research, the design of a paradigmatic model of the effect of experiential marketing on the choice of a tourist destination has been discussed. The type of research is mixed (qualitative and quantitative). In terms of purpose, it is practical, and in terms of method, data is foundational and cause-effect, and it is set according to the method of Strauss and Corbin. First, the literature was reviewed with the library method. Then, using semi-structured interviews, with 15 experts, the data of the qualitative part of the research was collected. Based on the foundation's data theory, causal, contextual, intervening factors, strategies, and consequences were classified into 6 main categories, 15 subcategories, and 45 concepts. In the quantitative part of the research, 482 valid and appropriate data were collected and analyzed using structural modeling and PLS software. The research results showed that the causal categories of experiential marketing include perceptual factors, promotion and incentive activities, tourism cost, tourism motivation; background conditions including tourist attractions, tourism infrastructure and physical evidence; Intervening conditions include economic conditions, cultural and social conditions, political and legal conditions, security and safety, and the consequences of experiential marketing include consequences related to tourists, consequences related to tourism destinations https://www.itsairanj.ir/article_207108.html Objectives: The purpose of this research is to analyze impact of tourism industry on economic development with regard to the mediating role of tourism policy. Methods: This study is applied in terms of purpose, descriptive and survey method. The statistical sample in this study is 102 employees of the Department of Cultural Heritage and Tourism of Fars province, who were randomly selected. In order to analyze data, partial least squares method was used. Results: The findings show that measurement tool has good validity and its reliability coefficient is more than 0.7 for all research constructs. The obtained results indicate that the mediating role of tourism policy on the relationship between the tourism industry and the creation and increase of employment, considering that the t-statistic is greater than the default value of 1.96 at the confidence level of 0.05. Discussion: As a result of mediating role of policy Tourism investment is confirmed in the first hypothesis. Considering that the t-statistic is smaller than the default value of 1.96 at the confidence level of 0.05, the mediating role of tourism policy in the second hypothesis is rejected. On other hand, regarding the third hypothesis, although the t-statistic is greater than the default value of 1.962 at confidence level of 0.05, but VAF value is 0.158, so this hypothesis is also rejected. Regarding the fourth hypothesis, considering that the t-statistic is greater than the default value of 1.96 at the confidence level of 0.05, the mediating role in the fourth hypothesis is confirmed. https://www.itsairanj.ir/article_208849.html The present study was conducted with the aim of designing a conceptual model of the motivation of tourists to sleep in tents for the development of tourism in Gilan province, so it is practical from the point of view of the goal. From a philosophical point of view, it is an interpretive research that was conducted with the inductive-comparative method and in order to achieve the goal, a mixed exploratory research design was used. Documentary (library) and field (interview) methods were used to collect the information needed for the research, and the method of data collection in terms of time horizon was carried out as a cross-sectional survey in the time period of winter 2023 to spring 2024. that is, tent-sleeping tourists. Sampling was done with a purposeful method and finally theoretical saturation was achieved with 21 Interviewerviews. The statistical population of the quantitative part was tent tourists, and the sample size was estimated to be 148 people using the power analysis method, and they were selected by cluster-random sampling. Interviewerviews were used in the qualitative part and researcher-made questionnaires were used in the quantitative part to collect the data. Data analysis was done in the qualitative section with the phenomenological method and MaxQDA software. In the quantitative part, partial least squares method and Smart PLS software were used. The research findings showed that economic motivations, love of nature, sense of adventure, individual factors, and personality characteristics of tourists are the most important motivations of camping tourists. https://www.itsairanj.ir/article_221411.html Today, the role of sensory marketing in the development of the tourism industry is very important. In general, marketing in the development of the tourism industry helps companies and related organizations to market their brands. The present article aims to model sensory marketing in tourism destination branding. The present study is based on the philosophical assumptions of pragmatism and a mixed approach. In the exploration phase of the qualitative model, the content analysis strategy was used, and in the quantitative phase, the validation was done using the fuzzy Delphi method. Data collection was done with a cross-sectional time approach and by library and field methods. In the quantitative part, an exploratory questionnaire was used from qualitative analysis, the validity and reliability of which have been confirmed. The statistical population of the research in the qualitative phase is tourism experts and in the quantitative part, managers, business owners, and entrepreneurs active in the field of tourism in the city of Nahran, who were determined through information-based purposive sampling of 20 people, taking into account educational, occupational, and specialized criteria. The results of the research showed that the most important driving factors include the dimensions of the visual identity of the tourist destination, the unique tactile experience of the destination brand, audio advertising, and brand awareness, and the most important consequential factors include the dimensions of the development of the global tourist destination brand, the comfort and convenience of tourists in public spaces, and loyalty to the destination brand. https://www.itsairanj.ir/article_221412.html Food tourism is considered one of the important types of tourism today, and there is a need for further exploration and research in this field. In this regard, the present study was conducted with the aim of investigating the effect of tourists' food consumption values on tourists' behavioral intentions, with an emphasis on the food experience of ecotourism in Gilan province. The present study is a descriptive-survey study from the perspective of an applied goal, from the perspective of quantitative data type, from the perspective of deductive and inductive implementation logic, from the perspective of a cross-sectional time dimension, and from the perspective of a descriptive-survey study. The statistical population of this study consists of tourists in Gilan province in 1402-1403. The sampling method of this study was available sampling, and finally 385 people were selected as a study sample. The research data collection method was fieldwork and its instrument was a questionnaire. In this study, considering the type of hypotheses raised, PLS3 software was used to examine the research hypotheses. The results of this study showed that the consumption and experiential value of food has a significant effect on tourists' attitudes towards food, food destination image, and behavioral intentions. The results also showed that tourists' attitudes towards food and food destination image also have a significant effect on tourists' behavioral intentions. https://www.itsairanj.ir/article_223988.html Abstract This study aims to design a model for developing agricultural tourism for local products in Tarom County, emphasizing digital marketing. It follows a mixed-methods approach, incorporating both qualitative and quantitative research. The study is applied in purpose and descriptive-survey in data collection. In the qualitative section, data were gathered through a literature review, articles, and semi-structured interviews with 13 tourism experts and practitioners in Tarom, selected via purposive sampling. The data analysis was conducted using the grounded theory method and MAXQDA software, employing a coding approach. In the quantitative section, data were collected through purposive sampling from 35 experts and specialists via a questionnaire, analyzed using Kendall's correlation test. The results indicate that the development of agricultural tourism in Tarom is influenced by economic, social, and technological factors. The proposed strategies include investment in digital marketing, empowering local communities, expanding high-speed internet, regional branding, and growing online sales markets. These initiatives can enhance customer engagement, improve farmers’ productivity, and boost the rural economy. Keywords: Agritourism, digital marketing, local products. https://www.itsairanj.ir/article_223995.html The limitations of traditional marketing methods in understanding consumers' unconscious and emotional processes have led the current research to be conducted with the aim of examining differences in brain activity patterns between tourists who choose traditional (historical-cultural) destinations and those who select modern (adventure-based) ones. The research has been designed as applied, descriptive, and experimental using electroencephalography (EEG) technology. The statistical population of this study includes all individuals who have traveled in Iran. Data obtained from 20 participants under both eyes-closed and eyes-open conditions were recorded and analyzed using Python software. Statistical results showed that in the eyes-closed condition, channels FP1-LE, FP2-LE, and T4-LE, and in the eyes-open condition, channels FP1-LE, FP2-LE, and T6-LE showed significant differences between the two groups. The findings indicate the fundamental role of unconscious processes, particularly in the prefrontal cortex and temporal regions along with the limbic system, in determining tourists' preferences. The research findings, despite existing limitations, provide the necessary foundation for developing targeted neuromarketing strategies and enhancing the tourism experience. https://www.itsairanj.ir/article_224813.html Tourism has been one of the world's top income-generating and employment-generating industries and activities in recent years. Today, the secret to survival and permanence in the competitive environment of the tourism industry lies in attracting the attention of tourists and influencing their post-purchase behavior. The present study aimed to investigate gamification on the performance of small businesses in the Iranian tourism industry, using the integrated theory of technology adoption and use, examining the antecedents and consequences of the intention to adopt games by tourism companies, and examining the mediating effect of brand awareness. This study was conducted as an applied and descriptive-survey study using standard questionnaires. The validity of the questionnaire was examined using the CVR method using the Lavoch formula, and the reliability of the questionnaire was obtained using Cronbach's alpha (total = 0.838). The statistical population includes managers, employees, and activists of small tourism businesses in Iran in 1402. The research hypotheses were tested through nonparametric tests using SPSS and SMART PLS software in the inferential section. The results of the study show that gamification and brand awareness have a mediating role, and among the components affecting performance, gamification has the highest impact (β = 0.640) and the lowest relationship related to effort expectation to performance expectation (β = 0.203) and also customer interaction has a stronger impact on brand awareness than on brand loyalty. https://www.itsairanj.ir/article_224814.html Night tourism, as one of the emerging forms of tourism, particularly in historical sites, has garnered significant attention from researchers and tourism planners. Night tourism focuses on utilizing tourist attractions and facilities during nighttime hours, aiming to enhance productivity and attract tourists during periods when tourism activities typically decline. This study examines the importance and performance of night tourism in historical sites, with a specific focus on Persepolis, one of Iran's most significant historical landmarks. The statistical population included professionals active in the tourism industry and cultural heritage, particularly those involved in the historical site of Persepolis, academic experts, and specialized tourism guides. The sample size consisted of 145 individuals, and data collection was conducted using questionnaires. Data analysis was performed using the Importance-Performance Analysis (IPA) technique. This analytical method evaluates the performance of a system based on its importance from the perspective of stakeholders, helping to identify strengths and weaknesses. Statistical software, including SPSS for advanced statistical analysis and Excel for basic calculations and analysis, was utilized. The results indicate that among the criteria for night tourism at Persepolis, the dimensions of design and services had the highest performance satisfaction, while security and event indicators ranked lower. In terms of importance, the variables of investment, marketing, and security dimensions received the highest levels of satisfaction. Therefore, security and event indicators play a crucial role in attracting tourists to night tourism. For the development of night tourism at Persepolis, it is essential to focus on improving design, services, investment, ... https://www.itsairanj.ir/article_225431.html Introduction: This study investigates the factors affecting the implementation of public e-tourism systems in Tabriz, one of Iran’s major tourism destinations. The primary goal is to identify and prioritize the factors that can facilitate the adoption of these systems and create value in tourism.This study specifically focuses on identifying and prioritizing the factors affecting the implementation of public e-tourism systems in Tabriz, utilizing advanced analytical models such as TAM3 and TTF to conduct a more detailed analysis of the factors influencing the adoption of these systems. Methodology: This research utilized quantitative methods based on the Analytic Hierarchy Process (AHP). Data was collected from 15 experts in web development and mobile applications in the tourism industry of Tabriz. The questionnaire included a nine-point scale and three main sections: TAM3 models, TTF (Task-Technology Fit), and pressure factors. Findings: The results indicate that perceived usefulness and ease of use are recognized as the most important factors in the adoption and use of e-tourism systems. Additionally, personal characteristics and pressure to use the system were identified as secondary factors with lesser importance but still impactful. Discussion and Conclusion: This study contributes to the literature on tourism and value creation, showing that technology will only be effective if it is supported by the public sector. The findings have practical implications for decision-makers in public e-tourism and can help design more efficient and popular systems. Furthermore, this research will aid in accelerating the realization of Tabriz’s 2031 tourism strategy and the country's economic diversification. https://www.itsairanj.ir/article_225929.html This study investigates the impact of entrepreneurial attitude (including desirability, feasibility, and pragmatism) on the organizational performance of hotels in Yazd. The findings contribute to recognizing the value of entrepreneurship in the hotel industry and address the gap in understanding the relationship between entrepreneurial attitude and organizational performance. This applied research employs a descriptive-correlational approach for data collection. The statistical population comprises all managers and senior supervisors in various hotel departments in Yazd. The sample includes 150 managers and senior supervisors (84 men, 66 women), selected using convenience sampling. Participants completed surveys on entrepreneurial attitude and organizational performance. Data were analyzed using one-sample t-tests, correlation coefficients, and structural equation modeling. The results indicate a positive and significant relationship between entrepreneurial attitude and organizational performance, with average scores in both areas rated as desirable. Entrepreneurial attitude significantly affects organizational performance, with a regression coefficient of 1.14. Based on the results, organizational performance can be enhanced through strategic planning, including training programs and support for entrepreneurial attitudes. Additionally, the study shows that entrepreneurial attitude directly and significantly impacts service quality, suggesting that fostering entrepreneurial attitudes among hotel managers motivates them to improve organizational performance. https://www.itsairanj.ir/article_225930.html In the digital age, online user reviews have become a crucial source of experiential data for evaluating service quality in the tourism industry. This study analyzes and assesses online reviews of ecolodges in Iran using data-driven methods and advanced web scraping techniques. Data from 1,015 active ecolodges listed on the Jabama platform were collected and analyzed utilizing Python and the Selenium library. Non-parametric Kruskal-Wallis tests were conducted to examine significant differences between provinces across key indicators, including overall satisfaction, check-in process, cleanliness, hospitality, location, and perceived value for money.The findings reveal that the quality of tourism experiences results from the interaction among multiple service elements. Provinces such as Hamedan, North Khorasan, and Markazi exhibited superior performance in cleanliness (χ² = 59.1, p < 0.001), check-in process (χ² = 37.5, p = 0.052), and hospitality (χ² = 53.5, p < 0.001), and achieved higher overall satisfaction scores (χ² = 63.2, p < 0.001), indicating a positive synergy between these factors. Conversely, provinces like Tehran and Mazandaran, despite high tourist volumes, showed weaker performance in value for money (χ² = 66.8, p < 0.001) and cleanliness, suggesting a misalignment between infrastructure capacity and tourist demand.Additionally, the analysis of location (χ² = 92.2, p < 0.001) highlights the significance of geographical advantages, with provinces such as Isfahan and Fars performing better due to more favorable locations. The study emphasizes the importance of standardizing service quality, investing in infrastructure in underdeveloped regions, and utilizing real user-generated data to improve the tourism sector. https://www.itsairanj.ir/article_228972.html In recent years, geotourism has emerged as a modern branch of tourism, gaining significant importance in the sustainable development of various regions. Given the relevance of this industry, evaluating the capabilities of geomorphosites for scientific and economic utilization is essential. This study aims to assess the geotourism potential of geomorphosites located on the northern slopes of Mount Sabalan using the M-GAM model. In this research six geomorphosites (Shirvan Darehsi, Mueyl Darehsi, Shabil Hot Spring, Ghotur Suyi Hot Spring, Atgoli Lake, and Shabil Waterfall) were evaluated based on expert questionnaires, field surveys, and geomorphological structure analysis. The results showed that, based on the M-GAM model which places greater emphasis on infrastructure and amenities Shabil Hot Spring ranks first with a score of 12.92. Moreover, the geomorphosites of Shirvan Darehsi, Ghotur Suyi Hot Spring, Atgoli Lake, Mueyl Darehsi, and Shabil Waterfall were ranked next, respectively. The findings suggest that the M-GAM model provides a more comprehensive assessment due to its broader range of indicators and offers a more realistic framework for tourism development planning. Moreover, the results indicate that enhancing tourism infrastructure, improving service facilities, and better promotion of these geomorphosites could significantly contribute to the sustainable development of geotourism in the northern slopes of Sabalan. https://www.itsairanj.ir/article_228973.html The purpose of the present study was to investigate the effect of organizational sustainability factors on sustainable tourism, with an emphasis on the mediating role of resilience and dynamic capabilities. This research is descriptive-causal in terms of method and applied in terms of purpose. The statistical population of the study included all senior managers, supervisors, and senior staff of hotels, tourism complexes, and dormitories and guest houses in Bamyan city, Afghanistan. The data collection tool was a standard questionnaire, the validity of which was confirmed by professors, as well as its construct validity and reliability by Cronbach's alpha test. In total, 234 people responded to the questionnaire non-randomly. The data were analyzed using descriptive and inferential statistical methods and SPSS and SMART PLS 4 software. The findings showed that environmental factors, individual factors, organizational factors, and learning from crises have a positive effect on resilience. Also, environmental factors, individual factors, organizational factors, and learning from crises have a significant effect on dynamic capabilities. Furthermore, dynamic capabilities have a significant effect on resilience. Finally, dynamic capabilities have a significant effect on sustainable tourism, and resilience has a significant effect on sustainable tourism. The findings of this research can help policymakers and managers in the tourism industry develop sustainable strategies and also provide a basis for future research in the field of organizational sustainability and sustainable tourism in other regions. https://www.itsairanj.ir/article_228974.html In recent years, facilitative policies in the tourism industry have drawn growing attention from countries worldwide, with organizations such as the World Tourism Organization publishing reports on the topic. One of the most prominent of these is the visa waiver policy aimed at increasing inbound tourism. In the Islamic Republic of Iran, the Ministry of Cultural Heritage, Tourism, and Handicrafts has proposed various visa waiver initiatives in recent years. However, the absence of comprehensive studies has raised doubts about the policy’s effectiveness. This qualitative study, based on Strauss and Corbin’s systematic grounded theory approach, identifies the key factors influencing the effectiveness of Iran’s visa waiver policy in tourism development. Data were collected through semi-structured interviews with tourism policy experts and analyzed accordingly. A total of 449 open codes were extracted and categorized into causal, contextual, intervening, strategic, and consequential factors. The findings show that strategic and intervening factors have the most significant impact on the policy’s success. Major obstacles include poor inter-sectoral coordination, lack of cross-sectoral perspectives, limited international engagement, and inadequate policy support infrastructure. Conversely, critical enablers include enhanced strategic tourism planning, strengthened legal and regulatory capacities, and empowered human capital. The study ultimately offers recommendations for effective implementation, emphasizing the removal of structural barriers, development of complementary strategies, and institutional alignment. https://www.itsairanj.ir/article_228975.html Today, the preservation and strengthening of national identity is of great importance and is considered vital for the progress of society and the survival of a nation. Cultural heritage tourism can be regarded as a tool for constructing and reconstructing national identity. The heritage village is considered one of the most attractive approaches for developing this type of tourism. The present study aims to assess the potential for establishing a heritage village in the Konar Sandal archaeological site in Jiroft County. The research methodology is grounded theory, and the required data were collected through in-depth interviews. The statistical population includes tourism experts (university professors, cultural heritage tourism practitioners. (The sampling method was snowball sampling, and the identification of effective components in the model reached theoretical saturation through the insights of 20 experts. The findings from the interviews, coded using open, axial, and selective coding and analyzed using tree modeling in MAXQDA 18 software, identified the key themes of "local-traditional design" and "tourist attraction capacity." The results indicate that the necessary capacities for establishing a heritage village encompass two main indicators: the capacity to attract tourists and the local-traditional design of the region. Among these, the tourist attraction capacity plays a more significant role as the primary heritage-related factor. Moreover, the existence of this capacity highlights the profound impact of attractions and folklore in supporting the development of local-traditional design. Accordingly, the enhancement of both indicators-tourist attraction capacity and local-traditional design-makes it feasible to establish a heritage village in Jiroft County. https://www.itsairanj.ir/article_228976.html این پژوهش با هدف بررسی تمایل به بازدید مجدد گردشگران با تاکید بر کیفیت تجربه و ادراک ریسک پارک ملی و حیات وحش قمشلو انجام شده است. این تحقیق از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-همبستگی بوده و در دسته تحقیقات کمی قرار می‌گیرد. همچنین، از لحاظ روش‌شناسی، به عنوان یک تحقیق علی پس‌رویدادی شناخته می‌شود. مطالعه به‌صورت مقطعی در منطقه پارک ملی قمشلو انجام شده است. جامعه آماری شامل تمامی گردشگران (زن و مرد) بالای ۱۲ سال که از جاذبه‌های این پارک بازدید کرده‌اند، می‌باشد و نمونه‌گیری به روش در دسترس انجام شده است. حجم نمونه با استفاده از فرمول کوکران تعیین گردید. ابزار جمع‌آوری داده‌ها پرسشنامه بوده و داده‌های جمع‌آوری‌شده با استفاده از نرم‌افزارهای SPSS و AMOS تحلیل شدند. نتایج نشان داد که کیفیت تجربه تأثیر مثبت و معناداری بر قصد بازدید مجدد گردشگران دارد و از میان ابعاد مختلف آن، لذت و آرامش بیشترین تأثیر را داشته‌اند. در مقابل، ادراک ریسک، به‌ویژه در ابعاد مالی و فیزیکی، تأثیر منفی و معناداری بر قصد بازدید مجدد دارد. علاوه بر این، تصویر مقصد و وفاداری به مقصد نقش تعدیل‌کننده مهمی در رابطه میان کیفیت تجربه، ادراک ریسک و قصد بازدید مجدد ایفا می‌کنند. این پژوهش بر اهمیت ارتقای کیفیت تجربه گردشگران و کاهش ریسک‌های مالی و فیزیکی تأکید دارد. با اجرای راهکارهای مناسب برای کاهش مخاطرات و ایجاد یک تجربه مطلوب، می‌توان تمایل گردشگران به بازدید مجدد را افزایش داده و به توسعه پایدار گردشگری در پارک‌های ملی کمک کرد. https://www.itsairanj.ir/article_228977.html Artificial intelligence has played a significant role in various industries, including the health tourism industry. This technology can help the sustainable development of this sector by improving the quality of services, increasing productivity, and reducing costs. However, the successful implementation of artificial intelligence in health tourism faces numerous challenges, the recognition and analysis of which are essential. This research attempts to identify the practical challenges of artificial intelligence in the health tourism industry of Yazd province, provide effective solutions to overcome them, and contribute to the sustainable development of this industry at the regional and national levels. The research method was a mixed type (qualitative-quantitative), in which 15 key factors were extracted in the qualitative stage using interviews and literature review, and in the quantitative stage, the causal relationships and mutual effects of these factors were analyzed using FCMapper and UCINET6 software. The statistical population consists of 46 experts working in the field of health tourism who were selected purposefully. The findings showed that lack of planning and improper management of projects with a centrality of 16, challenges related to big data analysis with a centrality of 5.15, and lack of financial resources for research and development with a centrality of 2.15 are, respectively, the most important practical challenges facing artificial intelligence in the health tourism industry of Yazd province. Scenario simulations also emphasized that improving only one factor without considering other components not only does not solve the problems, but may also disrupt the balance of the system. https://www.itsairanj.ir/article_228978.html Introduction and Objective: Today, tourism, as an effective and influential industry on societies, has attracted the attention of policymakers and planners. The aim of this research was to identify and analyze the factors affecting tourists' loyalty to tourism destinations with a sociological approach. Research Method: This research was conducted in a descriptive and mixed exploratory manner. In the qualitative part, in order to identify the factors, interviews were conducted with 10 academic experts in the field of tourism and sociology who were selected using the bullet sampling method. The statistical population in the quantitative part included 7,000 tourists in the city of Bandar Turkman, and the statistical sample included 364 people who were selected using simple random sampling. Findings: The results of the qualitative section showed that these factors include (reference groups, tourist social class, tourist family, tourist satisfaction, social security, destination personality, trust in the destination, tourist perceived value, quality of tourist experience, quality of host community behavior, destination customs and traditions, diversity of natural attractions, destination identity, local foods, and appropriate road transportation) and the results of the quantitative section showed that all factors have a positive and significant effect on tourist loyalty to the tourism destination. Discussion and Conclusion: Tourist loyalty to tourism destinations is an important issue that can explain the success or failure of destinations in attracting tourists. https://www.itsairanj.ir/article_228979.html The present study aims to identify and provide a framework for the development of cycling-oriented tourism with an emphasis on the southern coasts of Iran. To this end, a mixed-methods approach was employed. In the qualitative phase, using a meta-synthesis method based on Sandelowski and Barroso’s systematic approach, 30 selected studies were analyzed for content using the CASP tool, and data were coded with MAXQDA24 software, identifying effective dimensions, components, and indicators. In the second phase, the final indicators were validated and screened using expert opinions and the fuzzy Delphi method. In the third phase, causal relationships among dimensions were analyzed using the DEMATEL method. The findings revealed that the dimensions of "place, route, and experience," "security and safety," "cultural, social, and environmental," and "facilities and infrastructure" were identified as causal and influential dimensions, while the dimensions of "preparation and marketing" and "governance-organizational" were classified as affected dimensions. These results indicate that the successful development of cycling-oriented tourism, aligned with the Blue Ocean Strategy and blue economy, can contribute to economic growth, job creation, environmental protection, and the strengthening of local communities. https://www.itsairanj.ir/article_229324.html The present study aims to identify and analyze the influential drivers of tourism in the field of tourism using the meta-synthesis method. In the present study, 44 related studies were extracted from various scientific databases from 2020 to 2023, which were examined using the seven-stage model of Sandelowski and Barroso. By analyzing their content, relevant concepts and categories were extracted, and the importance and priority of the concepts were determined using the Shannon entropy method. Based on the research findings, 77 concepts were identified in the form of 16 categories and drivers. These drivers include: establishing financial support centers, strengthening social responsibility, education and cultural context, structural dimension of tourism policy, strengthening technological infrastructure, support from legal authorities, behavioral dimension of tourism policy, administrative system and bureaucracy, quality of tourism services, dimension of tourism policy fields, development of the tourism industry, policy cycle, inputs of the network-based policy system, and national tourism planning, respectively, which have a higher importance coefficient among the categories and drivers affecting future-oriented policymaking in the field of tourism. The initial results of the findings of this research show that in order to design a future-oriented model in formulating tourism policies and policies in Iran, what drivers should be considered and by what mechanism and how do these drivers affect and be affected by each other. https://www.itsairanj.ir/article_229408.html As one of the most important economic sectors, the tourism industry is a key factor in the sustainable development of local communities. In this regard, new technologies are considered effective tools for improving the tourism experience and managing the sustainability of tourism destinations. Fars province's diverse historical, cultural, and natural attractions provide a suitable opportunity to examine the effects of using these technologies on tourism sustainability. This research identifies and evaluates key criteria for new technologies to promote the sustainability of tourism destinations in Fars province and analyzes their effects on improving tourists' experiences and protecting the environment. By this approach, an attempt is made to provide practical and implementable solutions to promote a sustainable tourism industry in this province. Therefore, the present research aims to identify and evaluate the criteria of new technologies in the sustainability of tourism destinations (Case Study: Fars province). This research is descriptive regarding its applied purpose and data collection. The statistical population of the research included 85 tourism experts in Fars Province who were selected to participate in designing the model. For this purpose, the conceptual framework of the model was specified, and the data were analyzed using fuzzy cognitive mapping tools and techniques and social network analysis. In this regard, several factors are involved, among which electronic payment systems, mobile applications and digital insurance are the most important. https://www.itsairanj.ir/article_230331.html How to succeed in the uncertain and highly complex environment of tourism is an important issue. The primary purpose of this article is to provide an answer to this question by introducing two theoretical lenses: a new conceptualization of tourism as an ecosystem, and an explanation of the entrepreneurial decision-making theory of effectuation. Our secondary purpose is to examine the extent and way in which effectuation has been utilized in tourism studies. Therefore, a hybrid review was conducted using a narrative-bibliometric-systematic procudure. Narrative reviews are educational and especially useful for explaining new topics. The four capabilities necessary for success in tourism are (1) mapping the ecosystem, (2) dealing with tensions, (3) involving the ecosystem players, and (4) effectuating the ecosystem. The following are explained: the elements of effectuation theory and its five principles; the three decision-making logics of causation, effectuation, and bricolage; Sarasvathy’s 2022 model of the theory; tourism entrepreneurship, four definitions of the entrepreneur; and decision-making under uncertainty. The use of the effectuation theory in tourism studies was examined by a bibliometric review using the Web of Science database. Since the introduction of the effectuation theory up to 08/15/2025, only 18 documents with research topics on tourism and impact were found. Through a systematic review, these documents were examined in terms of their subject and methodology. The findings shows that studies at the intersection of these two fields are not many, that effectuation has often been studied alongside bricolage, and that no prolific researcher in this field has emerge https://www.itsairanj.ir/article_240295.html Smart rural tourism development through digital technologies represents an innovative approach to boosting local economies and preserving cultural sustainability. This study aims to design a smart tourism development model for rural areas in Iran, employing a qualitative methodology based on grounded theory. The theoretical foundations and literature—both domestic and international—related to smart rural tourism development via digital technologies were thoroughly reviewed using documentary and library-based research methods. Data collection was conducted through semi-structured interviews with 31 experts, including senior managers from the Cultural Heritage, Tourism and Handicrafts Organization, IT specialists from the Ministry of Culture and Islamic Guidance, and academic scholars (faculty members). The data were analyzed using Strauss and Corbin’s grounded theory approach. Findings reveal that causal factors include infrastructural and technological elements, economic-financial drivers, socio-cultural aspects, and environmental-ecological considerations. Intervening conditions comprise technical-infrastructural issues, political-governance dynamics, and human factors. Contextual conditions involve historical and institutional-legal dimensions. The core phenomenon is the development of smart rural tourism through digital technologies. Strategic components include establishing an integrated and intelligent digital infrastructure, developing a unified digital tourism platform for rural areas, implementing smart and data-driven marketing and branding, empowering local communities, and fostering small-scale businesses. Consequences span geopolitical and security. By integrating technical and human-centered strategies, the proposed model not only promotes sustainable rural tourism but also strengthens local economies, safeguards cultural heritage, and enhances the quality of life for host communities. This model can serve as a strategic framework for policymakers and planners in realizing smart and sustainable rural tourism. https://www.itsairanj.ir/article_240296.html Western Hormozgan province enjoys a relatively favorable position in terms of its tourism potential and the diversity and abundance of eco-lodges. Nevertheless, limited research has been conducted on guest satisfaction with these eco-lodges. This study aimed to identify and prioritize the factors affecting tourist satisfaction and dissatisfaction with eco-lodges in western Hormozgan. A qualitative content analysis was performed on1418 online reviews from five travel platforms—Jabama, Iranbomgardi, Shab, Otaghak and Homsa—covering the period 2021-2024.The data were processed and coded in MAXQDA2020 software using a three-stage coding process: open, axial and selective. Coding reliability was assessed using Kappa coefficient and the Shannon Entropy method was employed to rank the factors. The analysis revealed a significant distinction between the antecedents of satisfaction and dissatisfaction. Satisfaction, derived from 20 codes, was categorized into three main factors: Lodge Environment, Human Resources and Marketing. Dissatisfaction, identified through 71 codes, was influenced by three primary factors: Deficiencies in Service Delivery, Deficiencies in Human Resources, and Shortcomings in the Lodge Environment. Key satisfaction factors included cleanliness and staff respectfulness, whereas the primary drivers of dissatisfaction were remote location, high price and lack of privacy. According to the findings, the antecedents of tourist satisfaction and dissatisfaction with eco-lodges are not necessarily identical. Furthermore, the tendency for users to express dissatisfaction more frequently in online reviews was reaffirmed. This study provides eco-lodge managers with a prioritized evidence-based practical framework, demonstrating that enhancing competitiveness requires amplifying satisfaction drivers while addressing those that cause dissatisfaction. https://www.itsairanj.ir/article_240618.html The growth of rural tourism creates a paradox: the very natural environment that attracts visitors is often degraded by their anti-environmental behaviors. This study, employing a phenomenological approach, investigated the lived experience of local residents in rural tourism destinations regarding tourists' anti-environmental behaviors, revealing that this phenomenon extends beyond a mere ecological problem. The current research was conducted using a qualitative approach and the methodology of descriptive phenomenology. The study population comprised 14 local residents (male, female, farmer, accommodation owner, local youth, council member, indigenous individuals). Data were collected through semi-structured interviews with the selected participants using purposive sampling. Data analysis was performed using thematic analysis and phenomenological analysis and classified using the Max Qda (2020) software. Seven main themes were extracted from the analysis of participants' experiences: Imposition of Pollution and Ecological Decline, Socio-Cultural Tension and Erosion, Sense of Invasion and Illegal Ownership, Inequality and Precarious Economic Status, Residents' Behavioral and Motivational Responses, and finally, Management Void and Weak Supervision. Unless the damaged lived experience of local residents is recognized and addressed by policymakers, the development of rural tourism in these areas will not only fail to lead to sustainability but will also accelerate the rapid destruction of the region's ecological and social capital. https://www.itsairanj.ir/article_242938.html Branding plays a key role in enhancing the competitiveness of rural tourism destinations and, consequently, in fostering local sustainable development. Izeh County, endowed with historical heritage, cultural diversity, and natural attractions, holds significant potential to become a prominent destination. However, weaknesses in marketing and the absence of a coherent brand image have limited this potential. The study aims to identify the driving factors influencing the branding of rural tourism in Izeh. This applied research is descriptive–analytical in nature, employing a survey method. Data were collected from three groups: 150 rural tourists, 330 residents of five selected touristic villages, and 35 experts, and were analyzed using the one-sample t-test, Friedman, and fuzzy DEMATEL. Five components were examined: brand image, perceived quality, brand awareness, brand loyalty, and sense of belonging. Findings indicate that natural, historical, cultural, and economic elements constitute the most important drivers of Izeh’s tourism brand. Tourists emphasized strengths such as orchards and farmlands, natural landscapes, local customs, hospitality, and water-based tourism opportunities, while local residents also highlighted social and identity-related factors, including commitment, sacrifice, and sense of place. DEMATEL results showed that historical attractions, favorable climate, and water-based tourism strongly contribute to brand image, whereas weaknesses were identified in environmental hygiene, tranquility, accommodation, and catering services. Overall, the study concludes that the branding of rural tourism in Izeh is not yet in a desirable state. Strengthening attractions, improving infrastructure, enhancing marketing, and revising negative components are essential for developing a sustainable and competitive rural tourism brand. https://www.itsairanj.ir/article_243550.html In unstable and complex business environments, taking charge behavior is crucial. This study analyzes the relationship between narcissistic leadership and their taking charge behavior. This study is descriptive quantitative and used correlation analysis and structural equation modeling with the sample of employees from various levels of hotels and restaurants in Kerman. After collecting 195 complete data, reliability and validity were verified, and the research hypotheses were tested with the PROCESS macro. The results showed that there is a significant indirect relationship between leader narcissism and responsible behavior with the full mediation of role-breadth self-efficacy. Additionally, perceived organizational support significantly moderated the relationship between leadership narcissism and role-breadth self-efficacy. Higher levels of perceived organizational support enhance the link between leader narcissism and self-efficacy. This study contributes to the literature on taking charge behavior with valuable implications for organizational leaders, suggesting that they can exploit leader narcissism by enhancing organizational support and strengthening self-efficacy. https://www.itsairanj.ir/article_244010.html Religious tourism constitutes a significant segment of global tourism, attracting numerous visitors from across the world to religious sites. Understanding the fundamental dimensions of experiences in religious heritage destinations facilitates the evaluation of visitor experiences and leads to the development of more effective management strategies. By considering the expectations and preferences of tourists and striving to enhance their satisfaction, it is possible to achieve successful performance in this field of tourism. The aim of this study is to evaluate the visitor experience at two religious sites: Imamzadeh Saleh in Tajrish and Shah Abdolazim in Rey. The evaluation was conducted across five dimensions: religious and cultural factors, environmental factors, economic factors, services and facilities, and human factors. Data were collected through a questionnaire, in which respondents were asked to assess both the importance of these aspects and their level of satisfaction with each attribute using a five-point Likert scale. To examine the positioning of the indicators related to each latent construct, a second-order confirmatory factor analysis with five factors was applied using the maximum likelihood method in AMOS 26 software. The findings indicate that service and facility factors, environmental factors, and economic factors exerted the greatest influence on the construct of visitor experience. Accordingly, among all associated constructs, the latent variable of visitor experience was explained most strongly by services and facilities and least by human factors. https://www.itsairanj.ir/article_244081.html Nowadays, many tourists use information published on social networking sites or image and video sharing portals such as Flickr, Facebook, and YouTube to investigate tourism destinations and choose their route and destination. Therefore, this research was conducted to investigate the role of social networks in improving the provision of tourism services in Sistan and Baluchestan province. The research is applied in terms of purpose and descriptive in terms of data collection, and is of survey type. The statistical population of this research is all people who have social networks in Sistan and Baluchestan province. Given that their number is unlimited, the sample size was determined to be 384 people. Library and field studies were used to collect data. In the field method, a 5-option questionnaire was used, the content validity of which was confirmed by professors and experts, and its reliability was calculated and confirmed with Cronbach's alpha of 0.85. Descriptive and inferential statistics were used to analyze the data. At the descriptive statistics level, frequency and percentage tests were taken, and at the inferential statistics level, structural equation tests were used. SPSS20 and SMART PLS software were used to perform the above operations. The research findings showed that social networks have an impact on the services provided to tourists in Sistan and Baluchestan province through the components of service assurance, empathy, reliability, responsiveness, and visible services. https://www.itsairanj.ir/article_244459.html Abstract Background and Objective: Soft law-breaking, characterized by non-violent violations of formal regulations, threatens public safety and tourism sustainability due to its ease of execution and weak oversight. In Khuzestan’s peri-urban areas, the unregulated growth of garden villas as informal tourism accommodations has created economic opportunities but also significant policing and security challenges due to inadequate supervision and planning. This study aims to identify and analyze the policing and security implications of soft law-breaking in the tourism accommodation sector of these areas. Methods: This applied research employs a mixed-methods approach. In the qualitative phase, semi-structured interviews were conducted with 24 experts (police administrators, judicial and tourism specialists) selected via purposive sampling. In the quantitative phase, a questionnaire based on qualitative findings was distributed to 67 police commanders and Khuzestan Security Council members. Qualitative data were analyzed through manual coding (open, axial, selective), and quantitative data were evaluated using a one-sample t-test. Results: Policing implications were grouped into three themes: disruption of policing operations, crimes against tourists, and law-breaking and disorder. Security implications were categorized into five themes: internal security, food security, public safety, environmental security, and economic security. All questionnaire items scored above the Likert scale average (3). Conclusions: Key policing issues include weakened patrol access, illegal guest admissions, crime prevention challenges, and informal accommodation operations. Security concerns involve illegal well-digging, agricultural land conversion, land speculation, reduced police intelligence oversight, and food security threats. Enhanced supervision and integrated management are critical to address soft law-breaking. https://www.itsairanj.ir/article_244614.html In the contemporary tourism industry, the quality of cultural interaction has become a key factor in attracting and retaining tourists. This study aimed to investigate the impact of tour guides' cultural intelligence on the digital loyalty of inbound tourists to Yazd Province, considering the mediating role of online word-of-mouth marketing on the Instagram platform. The present study is applied in purpose and descriptive-correlational in method, conducted as a survey using structural equation modeling (SEM). The required data were collected through a researcher-made questionnaire, whose validity and reliability were confirmed, from 208 international tourists in Yazd and analyzed using SPSS and Amos software. The findings revealed that tour guides' cultural intelligence has a positive and direct impact on tourists' digital loyalty (with a path coefficient of 0.495). Furthermore, cultural intelligence indirectly influences digital loyalty (with a coefficient of 0.242) by enhancing online word-of-mouth marketing on Instagram (with a path coefficient of 0.612). Online word-of-mouth marketing also has a positive and significant impact (0.396) on digital loyalty on its own. Overall, the results indicate that tour guides with high cultural intelligence not only enrich tourists' direct experience but also significantly contribute to the formation of digital loyalty and a positive brand image for the destination by encouraging them to actively share positive experiences in the digital space. https://www.itsairanj.ir/article_245668.html Abstract Digital transformation has emerged as a key driver of innovation in the tourism industry, shaping tech-driven startups. However, high failure rates (up to 90%) underscore the need to examine success factors. This study aims to identify and synthesize factors influencing the success of digital tourism startups through meta-analysis and meta-synthesis from 2015-2025. Methodology involved a systematic review using PRISMA, with an initial identification of 138 articles. After screening, 79 studies remained, and finally 45 high-quality articles were analyzed from databases such as Scopus, Web of Science, ScienceDirect, Emerald, Springer, and Google Scholar. Quantitative meta-analysis via CMA software calculated effect sizes (e.g., r=0.58 for technological innovation), while qualitative meta-synthesis used three-stage coding to extract categories such as technological, organizational, environmental, individual, sustainability, and customer-centric. Findings reveal dynamic interactions in the DPOE framework (Digital, Personal, Organizational, Environmental), with emphasis on sustainability (r=0.71) and digital skills development (r=0.68). Discussion aligns with TAM and entrepreneurial ecosystem theories but highlights discrepancies in geographical and methodological focus compared to similar studies. Conclusion recommends prioritizing AI/IoT integration, government support, and digital training to reduce failures and enhance tourism ecosystems. This integrated framework offers practical guidance for entrepreneurs and policymakers. https://www.itsairanj.ir/article_250749.html commercial–recreational complexes through a meta‑synthesis approach. In this study, using a meta‑synthesis methodology and following the stages of qualitative analysis, relevant studies in the fields of shopping tourism and shopping centers were selected from reputable academic databases and systematically reviewed. After screening and evaluating the quality of the sources, key concepts were extracted from the texts and analyzed through a process of coding and conceptual synthesis. The findings of the study led to the identification of 62 conceptual codes, which were organized into 29 themes and ultimately classified into seven overarching categories: physical and spatial environment, service and functional capabilities, location and accessibility, operations management, governance and policy‑making, marketing strategies and visitor attraction, and the outcomes of shopping tourism. These categories provide a conceptual framework for explaining the factors influencing tourism marketing in commercial–recreational complexes. The results of this study contribute to the development of the shopping tourism literature and provide a theoretical foundation for future research. Moreover, the proposed framework can serve as a practical guide for managers of commercial–recreational complexes and tourism planners in designing effective strategies to attract tourists and enhance the shopping experience within these environments.