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Open Access Article

1 - Prioritizing Motivations of Iraqi Tourists Visiting the Holy City of Mashhad

Though discussions about tourists’ motivations have witnessed many investigations in recent years, research regarding motivations for religious tourism is in its infancy. Researchers have not reached an exact consensus in distinguishing religious and pilgrimage tourism. More

Though discussions about tourists’ motivations have witnessed many investigations in recent years, research regarding motivations for religious tourism is in its infancy. Researchers have not reached an exact consensus in distinguishing religious and pilgrimage tourism. Success in destination marketing requires a thorough analysis of tourists’ motivations. Therefore, the current study surveyed and prioritized motivations of Iraqi tourists. The study is based on library research, and the use of a questionnaire. In this study, 385 questionnaires were distributed among Iraqi tourists entering the city of Mashhad. 10 hidden variable and 38 items or questions were analyzed. After the final review, 247 questionnaires were accepted. Demographic variables were analyzed using descriptive statistics. Confirmatory factor analysis was used in analyzing the main variables. Data validity, reliability, and goodness of fit were approved and the Friedman test was used to rank the factors. The results showed that spirituality and self-actualization motives were of the highest priority. Other motivations were: visiting historic-cultural attractions; gaining respect and prestige; family reasons; searching for safety and relaxation; enjoying recreation and leisure; and learning and curiosity motivations. Pull factors were religio-cultural motivations, leisure attractions, and structural features, respectivesly. Manuscript profile

Open Access Article

2 - The Effect of E-tourism on the Purchase of Tourism Services and its Conformity with the Behavior of Iranian Tourists
Reza Minaee Farshid Namamian Fakhrodin Maroofi Alireza Moradi

Tourism will soon become the largest service industry in the world with the help of IT. Social networking platforms, which have become prevalent via mobile data, are valuable tools that contribute to the information and telecommunication technology (ICT). These platform More

Tourism will soon become the largest service industry in the world with the help of IT. Social networking platforms, which have become prevalent via mobile data, are valuable tools that contribute to the information and telecommunication technology (ICT). These platforms, which provide interactions and exchanges of various contents among the users, have developed new lifestyles and behavioral models among the tourists. Marketers must enjoy the online social networks and e-tourism to increase their competitiveness, market share, and the generated profit by providing the tourists with some services tailored to their demands. Upon reviewing 100 relevant qualitative and quantitative studies, we used an interpretive structural modeling (ISM) approach to present a model with five primary themes, in order of priority: a major environment, managerial factors, individual factors, group factors, and marketing factors. Through these factors, social networks affected tourists’ behaviors. The model was then tested on Iranian tourists’ behaviors using qualitative and quantitative statistical methods. Results could be used by virtually all marketers and activists in the tourism industry. Manuscript profile

Open Access Article

3 - A marketing model for Iranian rural tourism
سمیرا اله‌یاری Abolfazl Tajzadehnamin Ali Badizadeh akbar pourfaraj

The main purpose of this study was to develop the model of rural tourism for Iranian organizations. The philosophy of the research is Interpretivism, the approach is deductive, and the strategy is the case study. In this research, by using multiple case study method and More

The main purpose of this study was to develop the model of rural tourism for Iranian organizations. The philosophy of the research is Interpretivism, the approach is deductive, and the strategy is the case study. In this research, by using multiple case study method and pluralistic approach, three companies of Tourism in Iran have been chosen and studied. Finally, interviews were conducted with 7 managers and elites. In each company, the current process of Rural tourism marketing and recommendatory Marketing model, by using different methods like semi-structured interviews, observation, and document analysis have been explored and have been defined. Then the suggested concepts of the interviews were analyzed and finally, the proposed model was drawn after comparing with the theoretical basis of the research and final analysis of the data obtained from the interviews. The results indicate that the Marketing model of rural tourism in Iran Includes four dimensions of environmental analysis(General and specialized environment), marketing planning(Mission, environmental intelligence, market-entry, more and Building Brand), operational planning(marketing mix and networking), and outcomes. Manuscript profile

Open Access Article

4 - Investigating the Influence of Internal Marketing on Employees' Job Performance Mediated by Knowledge-sharing and The Moderating Role of Communication: A Case Study of Mashhad’s Four and Five-Star Hotels
Ghasem Eslami Farshad Ghaderi

10.61186/journalitor.35989.12.25.101

Today's social community pays great attention to human resources. In other words, the performance of employees in the service sector, especially the tourism industry, is becoming increasingly important. On the other hand, tourism industry employees contribute significan More

Today's social community pays great attention to human resources. In other words, the performance of employees in the service sector, especially the tourism industry, is becoming increasingly important. On the other hand, tourism industry employees contribute significantly to creating a competitive advantage, with organizations with better-performing employees experiencing better business growth. Therefore, this study sought to investigate the influence of internal marketing on the employees’ job performance mediated by knowledge sharing and the moderating role of communication. The current study is applied in terms of purpose and descriptive survey in terms of method. The statistical population of the study comprised the 390 employees of four and five-star hotels in Mashhad. The required data were collected from the administered questionnaires, which were then analyzed via structural equation modeling using the AMOS software. The findings of the study indicated that internal marketing exerted a positive significant influence on knowledge sharing and staff performance. Moreover, knowledge sharing was found to have a positive effect on employees' job performance. Furthermore, the positive effects of the moderating role of organizational communication and knowledge sharing were also confirmed. The present research is descriptive-survey in terms of applied purpose and method of work. The statistical population of the study includes the staff of hotels in Mashhad. The collected data from 390 questionnaires were analyzed by structural equation modeling with AMOS software. Findings showed that internal marketing has a positive and significant effect on knowledge sharing and employee performance. At the same time, knowledge sharing has a positive effect on employees' job performance. Another result was that the moderator role of organizational communication was also confirmed. In addition, the role of knowledge sharing interface was also confirmed. Manuscript profile

Open Access Article

5 - Identification of Tourism Marketing Factors via Metasynthesis
aziz arfai Farshid Namamian

10.52547/journalitor.35996.10.20.211

Abstract As the most widespread service industry in the world, tourism has managed to take center stage among many managers and researchers. Hence, pinpointing the factors of tourism marketing and offering optimal solutions towards facilitation of tourist absorption a More

Abstract As the most widespread service industry in the world, tourism has managed to take center stage among many managers and researchers. Hence, pinpointing the factors of tourism marketing and offering optimal solutions towards facilitation of tourist absorption are of prime significance. Not to mention, since only few factors of tourism marketing have been addressed in previous studies, the present research aimed to identify the tourism marketing factors via metasynthesis. In this exploratory applied research, the entire studies on tourism marketing, conducted over 2000-2020, were taken into consideration. To this end, 580 studies were assessed, of which 87 were finally selected purposefully. Finally, through content analysis and combining the relevant literature using open, pivotal and selective coding methods, 78 codes, 21 concepts and six categories were selected and analyzed, whose validity were supported by Cohen’s Kappa Coefficient.The results demonstrated that the key categories were as follows: integrated marketing (incentive promotional mixes), satisfaction, relationship marketing, internal marketing, electronic marketing, and ICT factors. Further, a deep understanding of the existing literature on tourism marketing is presented by the present study. Manuscript profile

Open Access Article

6 - Investigating the Role of Social Capital, Social Interaction, and Knowledge Sharing in E-Tourism Marketing
haydar mohammadi mosavi jad seyed mohammad yosra salehi seyede hayde nemati

10.61186/journalitor.36224.11.23.181

Today, the expansion of electronic tourism has decreased the intermediary role of travel agencies, and tourists themselves directly purchase travel packages. Therefore, travel agencies must develop new strategies to deal with this new situation and revive their business More

Today, the expansion of electronic tourism has decreased the intermediary role of travel agencies, and tourists themselves directly purchase travel packages. Therefore, travel agencies must develop new strategies to deal with this new situation and revive their business, including the use of social capital, social interaction, and knowledge sharing in electronic tourism marketing. This study is applied in terms of purpose and descriptive survey in terms of methodology. The statistical population of the study comprised managers of travel agencies in Tehran, out of whom 110 participants were selected via non-probable quota sampling. The required data were collected through a researcher-developed questionnaire, whose content validity was confirmed by six expert professors and experts in the field of tourism and management. Moreover, the convergent and divergent validity of the questionnaire was confirmed. On the other hand, the total and composite reliability of the questionnaire was found to be over 0.7 and 0.8, respectively, which proved to be acceptable. The collected data were then analyzed under descriptive and inferential categories using the SPSS and SmartPLS software. The findings of the study indicated that social capital, social interaction, and knowledge sharing had a direct influence on e-tourism marketing. Moreover, social capital and social interaction were found to have a significant positive influence on knowledge sharing. Manuscript profile

Open Access Article

7 - Investigating the Role of Residents' Support for Health Tourism Development in Marketing Using the Cognitive Mapping Approach: A Case Study of Isfahan’s Healthcare Town
mahnaz Doosti-Irani Mir Mohammad Asadi

10.61186/journalitor.36247.11.23.63

Focusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a f More

Focusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a fuzzy cognitive map of such factors using a systemic model. To this end, the aforementioned variables were identified using the Delphi technique. Then, the research model was developed and analyzed using fuzzy cognitive mapping. The findings of the study suggested that the residents' support affected factors such as the destination image, tourist satisfaction, tourist loyalty, positive advertisements by word of mouth, perceived quality of services, tourists' emotional solidarity with the residents, and spatial belonging of tourists to destinations. Moreover, the results of fuzzy cognitive mapping showed that in a system consisting of the above-mentioned variables, the residents' support played a significant role in tourist loyalty and positive word-of-mouth advertisement, with its impact being greater than that of satisfaction or even service quality. In other words, winning the residents' support is a priority in this regard. Moreover, residents' support affects other relevant factors, including perceived quality, tourist satisfaction, spatial belonging, and emotional attachment. Therefore, gaining the residents’ support is highly recommended to be considered in marketing health tourism. Considering the research gaps in this field, the results of the current study could be used for enriching the related literature. Manuscript profile

Open Access Article

8 - A Behavioral Study of Supply and Demand in Tourism Industry Based on the Capitalist System's Developments
Hamid Shayan mahdi mododi sajad ferdowsi

10.52547/journalitor.36268.10.19.0

Identifying the behavioral patterns of applicants and suppliers of tourism products in different destinations is considered as one of the most important marketing tools. Therefore, This study sought to develop a model for investigating the supply and demand behavior in More

Identifying the behavioral patterns of applicants and suppliers of tourism products in different destinations is considered as one of the most important marketing tools. Therefore, This study sought to develop a model for investigating the supply and demand behavior in tourism based on the developments made in the capitalist system. Accordingly, to identify and classify the factors regarding the behavioral changes in the supply and demand system within the tourism industry with regard to the capitalist system's developments, the relevant literature was systematically reviewed using the meta-synthesis approach. The statistical population of the study comprised all studies published in reliable scientific databases related to this study's topic. The findings of the study indicated that the supply and demand behavior in the tourism industry has changed in line with the developments made in the capitalist system from Fordism to Post-Fordism. Accordingly, behavioral changes in the tourism demand can be defined based on three components, namely planning, tourism products, and features. Also, the behavioral changes of tourism supply can be defined based on four components including the economy, planning, tourism products, structure, and function. This study prepared the ground for identifying the behavioral pattern of supply and demand in tourism by measuring and evaluating the behavioral model of supply and demand in tourism based on the capitalist system's developments, directing the development of tourism in different regions. Manuscript profile

Open Access Article

9 - Developing a Qualitative Model for Integrated Marketing Communication in Travel Agencies
ali mirtaheri abdollah Naami Alireza Rousta

10.52547/journalitor.36269.10.19.0

In today's competitive environment, companies have to use a variety of new communication methods to maintain profitable relationships with their customers. Therefore, this cross-sectional study which was based on the principles of interpretivism (social constructivism), More

In today's competitive environment, companies have to use a variety of new communication methods to maintain profitable relationships with their customers. Therefore, this cross-sectional study which was based on the principles of interpretivism (social constructivism), sought to develop a paradigm model for integrated marketing communication in travel agencies and tourism offices using grounded theory. The study period lasted from the beginning of 2020 to June 2020 and used interviews for collecting the required data. To this end, 12 detailed non-structured interviews were conducted on scientific-practical experts, including job experts in the tourism industry and university professors using the judgmental method. The collected data were then divided into fifty-two primary codes, fifteen sub-categories, and six core categories according to the open, axial, and selective coding using MAXQDA qualitative data analysis software. The study's results indicated that integrated marketing communications in travel agencies were derived from integrated analysis (causal conditions) and were influenced by contextual requirements (technical-individual), being able to produce the required outputs (purchasing, repurchasing, and creating the integrated marketing communications' recommended value in the travel and tourism industry) for realizing the central phenomenon if suitable strategies are adopted (aligning hardware and software tools in terms of optimal use of advertisement's mixed communication tools). Moreover, the intervening factors were determined by identifying environmental conditions-related categories using the textual data collected from the interviewees. Finally, the selected coding was performed according to the definition of the five assumptions obtained. Manuscript profile

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