Iranian Tourists Research Articles

The Role of Virtual Reality in Tourism Marketing: Virtual Destination Image Formation and Behavioral Intentions

ABSTRACT This research investigates the impact of Virtual Reality (VR) as a tourism marketing tool on forming virtual destination image and behavioral intentions among potential outbound Iranian tourists. With limited empirical studies on this topic, the study bridges the research gap by exploring the role of VR in shaping tourists’ perceptions and intentions. The applied quantitative research involves 302 participants, and the data is analyzed using the structural equation method in Smart PLS Software. The findings reveal that the sense of presence in the VR environment directly influences virtual cognitive and affective images, which affect the overall virtual image and subsequently behavioral intentions. This study provides valuable insights for marketers and destination managers to utilize VR for enhanced tourism marketing strategies.

Substitution effect of tourism destinations in Türkiye: Case study of Iranian tourists

This study investigates the substitution effect between the destinations of Iranian tourists who travel to Turkey, distinguishing between Istanbul and other touristic cities. For this purpose, it uses the Dynamic Linear Regression model in the class of time-varying parameters described in a State Space framework. The data are monthly 2018-1 to 2023-2 the results show that there is a dynamic relationship between the “number of incoming Iranian tourists to Istanbul” and “the number of incoming Iranian tourists to other destinations”. It seems that the opening of Istanbul's new airport and the diversification of flights to Turkish destinations have an important factor in the dynamics of the parameter. There is a substitution effect between Istanbul and other touristic destinations. Also, inflation (both Iran and Turkey) affects Iranians' travel behavior to Turkey due to two features: One is due to the decrease in the purchasing power of Iranians and the second is due to the change in the national currency of the two countries.

Investigating the dietary intentions of Iranian tourists regarding the consumption of local food.

Attention to local food among tourists is increasing day by day. However, studies on the behavior and intention of tourists towards consuming these foods are few. Limited studies in this field prompted us to help fill the research gap by doing this research. This study aims to use the extended theory of planned behavior (TPB) by adding risk perception (RP) to investigate the tourists' intentions towards local food (TILF) in Iran. The extended model tested 313 tourists visiting local food supplies. Results show that the extended TPB explains 87.8% of tourist intention variance. Three variables of the original TPB had positive impacts on tourists' intentions. A notable result of this study was the realization of a negative relationship between RP and TILF. This research has provided recommendations to strengthen tourists' intentions toward local foods by influencing their attitudes, mental beliefs, perceived behavioral control, and risk perception.

Analysis of Factors Influencing the Motivation for Traveling to Culinary Destinations and Their Effect on Tourists’ Loyalty and Return

ABSTRACT Many factors affect tourists’ motivation for traveling to culinary destinations. Accordingly, this study analyzes factors influencing the motivation for traveling to culinary destinations and their effect on tourists’ loyalty and return to rural areas. The study adopts a descriptive-analytical methodology and is conducted in two qualitative and quantitative phases. The study population comprises 384 Iranian tourists in three routes of rural tourism in Tehran province, Iran. The findings of factor analysis revealed that, of the 6 identified factors, gastronomic attractions of culinary tourism destinations and specific services offered to tourists are among the main factors motivating tourists to travel to a rural culinary destination. In addition, the findings of structural equation modeling using SMART-PLS showed that variables for tourists’ loyalty and return are influenced by motivational factors for traveling to culinary tourism destinations. Moreover, as a mediating variable, loyalty has a strong, indirect effect on tourists’ return to culinary destinations.

Investigating the Impact of Weather Hazards on the Number of Iranian Tourists in order to Foresight the Tourism of Isfahan City

Investigating the Impact of Weather Hazards on the Number of Iranian Tourists in order to Foresight the Tourism of Isfahan City

Effectiveness of the Covid-19 vaccination on travel intentions: case of Iran

PurposeThis paper aims to examine tourists' behavioral changes in response to health crises, this study examines the individual's uncertainty and adaptability to the challenges using behavioral coping strategies.Design/methodology/approachThe study combines the theory of planned behavior (TPB) and protection motivation theory. Using the PLS-SEM technique, this study examines the relationship between the destination's competitive profits and travel intention of Iranian tourists in the post-Covid-19 pandemic.FindingsThe social-support coping (Instrumental) does not incorporate tourists' adaptive behaviors. Vulnerable vaccination significantly affects the extremeness of an individual's problem-focused coping, which affects tourist's adaptive behaviors in crisis time, indicating the effectiveness of the Covid-19 vaccination on travel intention.Research limitations/implicationsThe findings may assist tourism authorities and planners develop unique tourism products and services based on tourist behavior following the health crises.Originality/valueThis study contributes to development of the TPB method, indicating that visa exemption and competitive profits of a destination would motivate travel intention existing inefficacy of local government and its negative background, reshaping and thus influencing changing behavior.

Effects of information and communication technology improvement on revisit intention during Covid-19 Edit Download

Purpose- The present study aims to investigate the interrelationship between information and communication technology (ICT) improvement, destination brand image, destination satisfaction, and destination personality, and how ICT improvement influences tourists' intention to return during the pandemic COVID -19. Design, methodology, approach- The statistical population consisted of Iranian tourists who had stayed in hotels in Iran during CPVID-19. A questionnaire was developed and distributed, and 310 usable questionnaires were received. To test the hypotheses, confirmatory factor analysis was performed using Smart PLS3. Findings- Our results showed that ICT improvement had a significant, positive impact on tourists' revisit intentions and destination brand image during the pandemic COVID -19. Destination brand image also had a significant influence on revisit intention, destination satisfaction, and destination personality. In addition, destination satisfaction and destination personality were significantly related to revisit intention during the pandemic. Originality of the research- This study pioneered the evaluation of ICT in the tourism industry, focusing on the hospitality industry during the pandemic COVID -19. It also examined the direct impact of ICT improvements on revisit intentions during the pandemic. In addition, this study provides evidence for managers to more effectively leverage ICT potential to improve destination brand image and encourage customers to revisit during a pandemic.

Climate Preferences of Iranian Tourists for Nature-Based Tourism (NBT) in Arid Regions

Tourism is one of the most important economic sectors in the world and is heavily influenced by climate conditions. Insight into tourists’ weather preferences within contexts of extremely arid climates is particularly useful, not only for regions and tourism destinations that currently display such characteristics, but also for regions and tourism destinations for which climate change forecasts predict radicalization in terms of their weather conditions. The objective of this study was to identify the weather preferences of Iranians in relation to nature-based tourism (NBT) in regions with extremely arid climates in Iran. To achieve this aim, the study used a survey to identify the optimal preferences with respect to temperature (maximum and minimum), rainfall, wind speed, sunshine hours, and cloud cover, as well as the thresholds past which the conditions in relation to these elements were considered intolerable. The results of this research may be useful for designing tourism climate indices and/or associated rating scales—adapted to the segment under consideration—that enable the present and future evaluation of the tourism suitability of a region’s climate.

Conceptualization of inclination towards domestic tourism during COVID-19 crisis

ABSTRACT This study aimed at investigating inclination towards domestic tourism during COVID-19 pandemic. Accordingly, 19 international tourists received in-depth interviews on domestic tourism during COVID-19 crisis in the first phase (qualitative) of the study. The interviews were thematically analyzed to identify 29 codes and 5 concepts (economic, communicational, psychological, health, and executive incentives) into the inclination category. Finally, the domestic tourism inclination construct during COVID-19 crisis was developed. In the second (quantitative) phase, the identified construct was tested and implemented by analyzing the questionnaires filled out by 390 Iranian tourists using AMOS. While validating the construct in general, the results of the first and second-order factor analysis revealed that health and economic incentives had the highest and lowest correlation with the inclination category, respectively. Finally, using the TOPSIS technique, indices were ranked, revealing that the three indices of Taking Care of Family Members and Relatives in Other Locations (C3), Financial Problems Due to the Pandemic Crisis (EC2), and Using a private vehicle (EX2), were the first three priorities and the three main indices influencing the inclination towards domestic tourism during this critical period.

Light at the end of a very dark tunnel: An examination of the survival and recovery strategies of Iranian tourist accommodation businesses during the Covid-19 pandemic.

The COVID-19 pandemic enters year three, with no end in sight. Among hoteliers, small family run businesses have been among the hardest hit. We interview owners of small Iranian Eco-tourism lodges (Ecolodges). Using MAXQDA 2020 software, thematic analysis revealed 10 main themes, condensed into five discussion topics. Stakeholder theory shapes our discussion of findings, revealing roles of internal and external stakeholders. Findings also include the reactive and innovative strategies ecolodges use to stay open and generate cash flow, the importance of stakeholder communications and accessing up-to-date government rules, the value of constant learning, and H.R. practices that assure stakeholders’ well-being.

Host-tourist interaction, revisit intention and memorable tourism experience through relationship quality and perceived service quality in ecotourism

ABSTRACT This study aims to investigate the relationship between local host-tourist interaction, perceived service quality (PSQ), relationship quality (RQ), memorable tourism experience (MTE), and revisit intention in ecotourism based on social exchange theory. A questionnaire was sent through an online survey to the Iranian tourists who had chosen local accommodations in Iran, Iraq, and Turkey during the 2019–2020 and included both domestic and international destinations. A total of 406 valid questionnaires were obtained, and the proposed research model was tested using partial least squares structural equation modeling (PLS-SEM). The results indicate that hedonic and functional interactions have a positive impact on RQ and PSQ. On the other hand, RQ and PSQ contribute significantly to memorable experiences and revisit intention. Drawing on a large sample of eco lodging guests, this paper sheds light on the relationships between host-tourist interaction and RQ and PSQ for motivating behavioral intentions like visiting again and memorable experience.

Investigating the Role of Vernacular Architecture as a Sustainable and Eco-Friendly Architecture in City Branding

Regarding the tough competition among cities to strengthen tourism industry, building specific identity with distinguishing features of the city has been further emphasized. Vernacular architecture as an eco-friendly architecture with minor impacts on the natural areas, through reflecting the community culture and characteristics of the environment, has the potential to promote the citys’ brand. In this research, the role of vernacular architecture in making city image has been investigated to provide in-depth knowledge in boosting city image, and the city of Masouleh in Iran has been considered as the case study. Regarding the qualitative nature of this project, in-person interview with main types of users (residents, Iranian tourists, and foreign tourists) has been used. Analyzing the results showed that key factors of vernacular architecture including natural landscape, sustainable design, unique local design, and cultural values have significant effects on city branding.

What Attracts Iranian Tourists in Malaysia? A Fresh Evidence

The point of the examination is to distinguish significant powerful factors for pulling in Iranian vacationers in Malaysia, An exact examination. The travel industry is viewed as an industry which can be profoundly gainful for countries and it tends to be seen from a worldwide point of view. The consequences of the examination in Malaysia demonstrated that the picture of the nation which originates from positive verbal exchange has the most noteworthy effect on the Iranian vacationers. For the past few years, a lot of Iranians came to Malaysia to visit the country recommended by their friends, relatives and families who are in Malaysia to study, and by a lot of Iranians who came to study in Malaysia. Cultural similarities, being a Muslim country, friendliness and hospitality of the Malaysians and the good quality of the universities and education have led to positive words of mouth. Those who visited the country recommend that their friends and families visit the country and it has become a favorite destination for Iranian tourists. How to Cite this Article Pubmed Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. Attracts Iranian Tourists in Malaysia? A Fresh SRP. 2020; 11(1): 1213-1219. doi:10.5530/srp.2020.1.151 Web Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. Attracts Iranian Tourists in Malaysia? A Fresh http://www.sysrevpharm.org/?mno=128640 [Access: March 31, 2021]. doi:10.5530/srp.2020.1.151 AMA (American Medical Association) Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. Attracts Iranian Tourists in Malaysia? A Fresh SRP. 2020; 11(1): 1213-1219. doi:10.5530/srp.2020.1.151 Vancouver/ICMJE Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. Attracts Iranian Tourists in Malaysia? A Fresh SRP. (2020), [cited March 31, 2021]; 11(1): 1213-1219. doi:10.5530/srp.2020.1.151 Harvard Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham (2020) Attracts Iranian Tourists in Malaysia? A Fresh SRP, 11 (1), 1213-1219. doi:10.5530/srp.2020.1.151 Turabian Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. 2020. Attracts Iranian Tourists in Malaysia? A Fresh Systematic Reviews in Pharmacy, 11 (1), 1213-1219. doi:10.5530/srp.2020.1.151 Chicago Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. What Attracts Iranian Tourists in Malaysia? A Fresh Evidence. Systematic Reviews in Pharmacy 11 (2020), 1213-1219. doi:10.5530/srp.2020.1.151 MLA (The Modern Language Association) Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham. What Attracts Iranian Tourists in Malaysia? A Fresh Evidence. Systematic Reviews in Pharmacy 11.1 (2020), 1213-1219. Print. doi:10.5530/srp.2020.1.151 APA (American Psychological Association) Style Junainah Abd Hamid, Sakinah mohd shukri, Jacquline Tham (2020) Attracts Iranian Tourists in Malaysia? A Fresh Systematic Reviews in Pharmacy, 11 (1), 1213-1219. doi:10.5530/srp.2020.1.151

A serious leisure perspective of culinary tourism co-creation: the influence of prior knowledge, physical environment and service quality

PurposeRecognising tourists’ increasing desire for authentic destination-specific experiences, the hospitality industry has responded by increasing provision of innovative culinary activities. This study aims to use the concepts of serious leisure and terroir to examine how knowledge, physical environment and service quality influence co-creation within the culinary tourism context.Design/methodology/approachFollowing cooking class participation, 575 domestic Iranian tourists were surveyed. These educational classes provide opportunities to learn about local foods alongside peers in an interactive setting. Consistent with the benefits of serious leisure, this consumption context could prove conducive to stimulating co-creation.FindingsPrior knowledge strongly influences tourists’ reflective and recreational motives for participation (i.e. the benefits of serious leisure). This shapes how tourists evaluate physical environments and service quality therein; influencing value co-creation and supporting serious leisure as the conceptual lens through which to understand experiential culinary consumption.Research limitations/implicationsThe proposed conceptual model was tested on domestic tourists following class participation. However, in suggesting that visually-stimulating, tactile premises with the olfactory appeal can encourage co-created experiences, the findings are relevant to service touch-point management more generally.Originality/valueRecognizing the influential role played by the physical and social aspects of experiential consumption, the serious leisure framework improves an extant understanding of value co-creation.

Research shows authentic leadership has positive effect on performance and commitment in Iranian tourist sector

PurposeThe goal was to try to find out if workers in Iranian tourist agencies benefited from the authentic leadership (AL) of their bossesDesign/methodology/approachThe authors tested out four hypotheses on 216 employees of tourism agencies in the Guilan Province of Iran using a 19-item survey. Out of the 216 questionnaires sent out, they received back 173 valid responses. All four hypotheses were confirmed by the results.FindingsThe data suggested that authentic leadership (AL) has a significant effect on both employee performance (EP) and organizational commitment (OC). The authors said the results suggested that managers could promote OC, and therefore EP, by adopting an AL style.Originality/valueThe authors felt their study contributed to research by demonstrating the mediating role of OC in connecting AL to EP. It was also the first study to explore these relationships in the tourism industry in Iran, a significant part of the country's economy.

The Impact of Tourist Safety on Risk Reduction Behavior, Recommendation and Revisit Intention: A Case Study on Iranian Tourists in Istanbul

Turist güvenliği turizmin gelişimi açısından önemli bir kavramdır. Turistlerin güvenlik algıları ve bu algılardan kaynaklı davranışlarının anlaşılması gerekmektedir. Çalışmada İstanbul’a gelen İranlı turistlerin İstanbul ile ilgili güvenlik algıları ve bu algılara bağlı olarak oluşan risk azaltma davranışları incelenmiştir. Ekim-Kasım, 2018 tarihlerinde İstanbul’u ziyaret eden 389 İranlı turiste yüz yüze anket uygulanmıştır. Yapılan çalışmada algılanan güvenliğin risk azaltma davranışı, tavsiye etme ve tekrar ziyaret etme niyeti üzerinde etkili olduğu bulgulanmıştır. Risk azaltma davranışlarıyla ilgili olarak İranlı turistlerin özellikle potansiyel bir kurban durumuna düşebilecekleri durumlardan kaçındıkları ve çevrelerinde olup bitenlere karşı uyanık oldukları görülmüştür. Bekar, tatile yalnız çıkanlar, gelir seviyesi yüksek, 45-49 yaş aralığındaki kişilerin güvenlik algılarının yüksek olduğu tespit edilmiştir

Turizmin Yerel Kalkınmadaki Öneminin Değerlendirilmesi: Van Kenti Örneği

Günümüz şehirlerinin kendi kimlikleriyle ön plana çıkmalarıyla birlikte, uluslararası piyasada rekabet edebilirliğinin güçlendiği, her kentin kendi simge ve değerleriyle pay alma yarışının uluslararası alanda geçerlilik kazanması yadsınamaz bir gerçeklik haline bürünmekte olduğu şu günlerde, yerele ait değerler ulusal ve küresel ölçekte pazarlanarak katma değerler ortaya çıkarmaktadır. Yerel ekonomik kalkınma, kısaca bir bölgeye özgü dönüşüm süreçlerinin dinamik olarak harekete geçirilmesi olarak tanımlanmaktadır. Bu dönüşüm ekonomik karar alıcılarını, ekonomik hususlarda merkezi otoritenin güçlü ve tek olduğu klasik yönetim anlayışından yerel öncelik ve karar mekanizmalarının önem kazandığı yerel kalkınma anlayışına sevk etmiştir. Yerel Ekonomik Kalkınma (YEK) süreci için yöre ekonomisinin sektörel analizlerinin yapılması, öncelikli ve sürükleyici sektörün belirlenmesi gerekmektedir. Yerel ekonomik kalkınma sosyal, kültürel, ekonomik ve çevresel parametrelerin birlikte gelişimini ifade etmektedir. Bu yönüyle tüm bu parametreleri bünyesinde barındıran turizm sektörü YEK sürecinin lokomotifi olarak görülmektedir. Van kenti özelinde, sanayi ve tarım sektörünün istenilen düzeyde olmadığı mevcut ekonomik göstergelerden de anlaşılmaktadır. Van destinasyon bölgesi için turizmin mevcut potansiyel varlığı ve bunun ekonomik bir değere dönüşmesinin sağlanması yani turizmin geliştirilmesi yerel ekonomik kalkınma için fırsat mıdır? Anlayışı üzerinden hareket edilmektedir. Bu bağlamda çalışmanın amacı, Van ilinin kalkınmasında turizmin etkisi ölçülerek genel bir çerçevenin çizilmesidir. Bu bağlamda 300 İranlı turist ile anket çalışması yapılmıştır.

Participant Observations on Iranian Tourists Taking Part in Guided Excursion in Kusadasi, Turkey

This research aims at investigating the behaviors of Iranian tourists on guided excursion tours. In accordance with this purpose, firstly, the authors used the scale developed by Pizam & Sussmann (1995) and added sixteen more items to find out Iranians’ behaviors on guided tours. Before adding those items, the researchers first acquire the opinions of industry professionals such as travel agents, tour operators, salespeople and guides. Then, secondly, one of the researchers joined in five guided excursions 174 Iranian tourists (71 male; 73 female and 30 children) participated at different occasions in Kusadasi (The Virgin Mary- Ephesus tour and shopping oriented city tours). During those daily excursions, one of the researchers participated as a participant observer and observed Iranians’ behaviors (such as bargaining, purchasing, tipping, interaction etc.). The observer was introduced to the tourists as an intern with the purpose of observing their natural behaviors from the beginning to the end of the tours. The research reveals that Iranians show a low tendency to interact with other tourists, salespeople/ vendors and to buy local products. Unless the tour guides take their attention to the tip box, Iranians do not show any tendency to leave tips. Besides, these tourists do not tend to eat or drink anything during the shopping oriented tours. It is also revealed that some delays are detected during the excursions, so it is possible to state that punctuality is not ranked among their priorities. On the other hand, they show a high tendency to buy clothes in their free time at the shopping malls. According to the findings of the research, LCW, Zara and Koton are, respectively, the clothing brands most preferred by Iranians during their shopping tours. In addition, they prefer buying souvenir photographs taken during the site visits and bargaining when the prices are not fixed.

Self-expression and play: can religious tourism be hedonistic?

ABSTRACTUsing data collected from 538 Iranian tourists undertaking the religious pilgrimage of Umrah (i.e. voluntary travel to the holy city of Mecca at any time throughout the year), this study investigates the concept of play and its relationship with self-expression and hedonism in an Islamic tourism context. By testing a theoretically derived structural model, the findings suggest that self-expression strongly influences tourists’ sense of play. Here, play is realised when tourists feel that they can express themselves freely and augment their self-image while travelling, irrespective of the religious context. Nonetheless, the pilgrimage environment is characterised by the religious congregation – with tourists engaging in communal experiences that reflect themselves and their faith. Therefore, the ideal experience, where tourists feel a sense of escapism from the pressures of everyday life, is a product of their ability to project, develop, and ratify their self-concept. Finally, the study suggests that pilgrimage managers and marketers should focus on the importance of play, enabling their destinations to heighten the intensity of the ‘enjoyable’ elements of religious travel (e.g. group camaraderie, escapism and positive emotional reactions) alongside their inherent religious benefits.

Travel motivations of Iranian tourists to Turkey and their satisfaction level with all-inclusive package tours

This study aims to investigate Iranian tourists’ travel motivations to Turkey and their satisfaction level with all-inclusive package tours to this country. Based on an in-depth literature review, a questionnaire was developed and data were collected from 383 Iranian tourists who stayed in resort hotels in Antalya, Turkey. The research findings reveal that entertainment, being a family friendly destination, weather, cultural resources and quality of resort hotels were the main motivational factors among Iranian tourists for visiting Turkey. Main reasons for the participants for selecting all-inclusive package tours include predetermined schedules, service quality, set price and elimination of extra spending. The research findings show a high level of satisfaction with all-inclusive package tours. However, there were differences among respondents based on gender and age. The study concludes with offering specific theoretical and practical implications. Suggestions for future research are also provided.