https://tmsse.vru.ac.ir/ Tourism management studies of the smart era en daily 1 Tue, 23 Sep 2025 00:00:00 +0330 Tue, 23 Sep 2025 00:00:00 +0330 https://tmsse.vru.ac.ir/article_732236.html With the rapid advancement of information and communication technologies, the concept of smart tourism has emerged as a contemporary approach to urban development and a means of enhancing the quality of visitor experiences. In this context, urban management—particularly municipalities—plays a pivotal role in policy formulation, planning, and the delivery of smart services. This study aimed to explore the role of urban management in fostering smart tourism development in Tehran, the capital of Iran. A qualitative research design was employed, utilizing semi-structured interviews with 15 participants, including municipal managers, tourism experts, and specialists in urban information technology, who were selected through purposive and snowball sampling. The data were analyzed using thematic analysis. The findings revealed four overarching dimensions shaping the role of urban management in smart tourism: (1) macro-level policymaking and governance, (2) the creation of technological and data-driven infrastructures, (3) the provision of smart tourism services across the city, and (4) the management of challenges and opportunities. Results further indicated that, despite promising capacities such as skilled human resources, a growing tourism market, and the presence of technology-oriented start-ups, Tehran’s municipality continues to face obstacles including limited financial resources, weak inter-sectoral coordination, fragmented information systems, and organizational resistance to innovation. The study highlights that strengthening digital infrastructure, developing user-centered tourism applications, integrating urban data systems, and expanding partnerships with the private sector are essential steps toward advancing sustainable smart tourism in Tehran. By proposing a conceptual model of the municipality’s role in this process, this research contributes to the literature through its contextual focus on Tehran and its reliance on qualitative field data, and  while offering concrete managerial and policy implications for urban governance in tourism. https://tmsse.vru.ac.ir/article_733843.html Smartphone applications are recognized as key tools in modern technology. Enhancing the design language of these apps improves the interactive communication experience for tourists. Tourism apps typically offer features like displaying environmental map infographics, highlighting important identity elements of a location, presenting routes, and providing details about transportation systems, tourist attractions, and points of interest. From a professional standpoint, the design of smartphone applications is always grounded in a structured system called design language. It is evident that in current design practices, the functional aspects of user interface (UI) and user experience (UX) are often not clearly defined and are frequently implemented without employing contemporary design styles. The primary focus of this research is to develop an understanding of the application design process based on design style and structured design, exploring how UI design, when guided by UX principles, can address design challenges and foster positive interaction between users and the app. This study analyzes the UI and UX of two tourism applications by examining the role of design language in leading technology companies such as Google, Apple, and Microsoft. The findings suggest that a deliberate and well-organized design process within an application can shape its identity and success, while also facilitating effective interactive communication with users. https://tmsse.vru.ac.ir/article_733844.html The acknowledgment of tourism-focused discourse as a fundamental citizen right has increased attention in tourism research and policy toward the travel experiences of diverse groups who were previously denied meaningful opportunities to enjoy travel. Among these groups are individuals with specific needs, such as those with physical disabilities, who often encounter significant—but not inherent—barriers and challenges in seeking fulfilling tourism experiences. Using artificial intelligence (AI) to reduce or remove these obstacles can be seen as a strategic method to achieve accessible travel and tourism. Therefore, this study aims to investigate the technological capabilities of AI in meeting the needs of blind travelers. To accomplish this, a qualitative approach was adopted, employing a phenomenological method and semi-structured interviews as the main research tools. The study involved 23 blind travelers and 10 experts in tourism and artificial intelligence. To ensure research quality, methods such as external auditing, triangulation, and member checking (sharing findings with participants) were applied. The results reveal that the needs of blind travelers in tourism can be grouped into themes including the preservation of human dignity, the need to maintain independence, the requirement for a comprehensive understanding of the environment, protection from potential environmental hazards, among others. The thematic analysis suggests that AI and related technologies in the tourism sector can effectively address the travel needs of blind tourists, especially in domestic travel contexts. An evaluation of AI performance indicators and its current use in Iran underscores the need to revise the country’s AI policies. https://tmsse.vru.ac.ir/article_733845.html This study aims to identify the factors influencing the development of community-based agricultural tourism in the villages under investigation. The research area consists of selected rural regions in Kordestan Province, which possess significant agricultural potential due to their geographical location, particularly their unique topography. Local residents have long been involved in agricultural activities, and over the past decade, these areas have experienced a substantial increase in tourist arrivals. Data were collected from five target villages in the county: Shian, Dorud, Noshur Sofla, Dolab, and Gazneh. The study population comprised local land-owning farmers. Initially, using the Cochran formula, a sample size of 242 individuals was determined across all villages, with each village’s share allocated proportionally based on its population. The research employed a descriptive-analytical, survey-based approach, and the collected questionnaire data were analyzed using SPSS and PLS software. The findings reveal that there is no established agricultural tourism model in the region; instead, only daily tourism and ecotourism involving homestays are present. Furthermore, the results indicate that awareness (2.090) and participation (2.159) components have the most significant influence on agricultural tourism, while social (1.17), environmental-infrastructural (13.22), and political-institutional (67.22) factors have the greatest impact on community-based tourism (CBT). Lastly, regarding the status of the studied villages, Shian was found to be the most favorable in terms of CBT, while Dorud and Noshur Sofla showed the best potential for the establishment and development of local community-based agricultural tourism, respectively.  https://tmsse.vru.ac.ir/article_733846.html Tourism marketing, as one of the main pillars of the tourism industry, plays a vital role in attracting tourists, developing destinations, and fostering economic expansion. In today's world, tourism is not only known as a dynamic and revenue-generating industry, but also acts as a tool for cultural exchange, sustainable development, and strengthening international relations. The present study aims to present a tourism marketing model. The research method is qualitative. The participants include 13 managers, faculty members specializing in the field of tourism and smart management, senior managers of tourism planning in the municipality and the Cultural Heritage Organization, and senior technology experts in tourism in Tehran, who were selected through purposive non-probability sampling. A semi-structured interview tool with the 5W1H technique was used to collect data. To ensure the validity of the research, conformance was used, and test-retest reliability was used for reliability. Thematic analysis was used to analyze the data. Finally, 6 main themes and 21 sub-themes were identified: smart technology (virtual reality and augmented reality, artificial intelligence capabilities, blockchain capabilities, and the Internet of Things), tourist behavior (personal preferences, experience, trust, and purchasing behavior), tourism marketing challenges (tourist behavioral challenges, infrastructure, global crises), tourism marketing strategies (marketing communications, content marketing, dynamic pricing), sustainable tourism (environmental, social, economic, and cultural), smart governance (smart regulations, smart management of tourism destinations, and participatory governance). The proposed model, by combining the components, provides a suitable solution for the sustainable development of the tourism industry in the digital age, which can lead to increased competitiveness of destinations and improved tourist experience https://tmsse.vru.ac.ir/article_733852.html Acknowledging the significance of growth in tourism businesses, this study examined how intellectual capital and innovation influence the expansion of tourism companies in Mashhad, Iran. The research is applied in purpose and descriptive-survey in nature. The statistical population included 700 individuals from tourism firms in Mashhad. Using Cochran's formula, a sample size of 248 participants was determined. A cluster sampling technique was utilized. Data were gathered through standardized questionnaires, whose validity and reliability were confirmed by expert evaluation and by calculating Cronbach's alpha and composite reliability coefficients. Structural equation modeling with Smart-PLS software was used for data analysis. Results revealed that relational capital has a significant impact on both process innovation and marketing innovation within the companies studied. Consequently, it is suggested that tourism companies focus particularly on their relational and organizational capital to promote growth. Additionally, since the mediating effects of organizational and marketing innovation were verified, managers are advised to strategically channel these types of capital toward enhancing organizational and marketing innovation, which can lead to increased profitability and market share. https://tmsse.vru.ac.ir/article_733853.html The branding of a tourist destination plays a pivotal role in shaping its development and competitive positioning. Scholars and practitioners in destination marketing increasingly emphasize the construction of a coherent and distinctive brand identity. The present study seeks to examine the relationship between destination brand identity and tourists’ perceived brand image. In doing so, it provides a clear conceptual differentiation between brand identity and brand image within the context of tourism destinations. To achieve the research objectives, a comprehensive review of 3,528 articles indexed in the Scopus database between 2000 and 2025 was conducted using a meta-synthesis approach. Following a rigorous screening process, 42 relevant articles were selected for in-depth analysis to identify the principal components of destination brand identity and brand image. Data were analyzed using the Sandelowski and Barroso meta-synthesis method, resulting in the extraction of two overarching themes, thirteen organizing themes, and one hundred basic themes. The findings indicate that the core dimensions of destination brand identity comprise brand culture, brand personality, and brand physique. In contrast, destination brand image is structured around five primary themes, among which functional, emotional, and cognitive attributes are the most prominent. Moreover, the study highlights three fundamental distinctions between brand identity and brand image in tourism destinations: (1) the contrast between supply-driven and demand-driven perspectives, (2) differences in their inherent nature, and (3) differences in the agents responsible for their formation and development. https://tmsse.vru.ac.ir/article_734414.html With the expansion of digital technologies, e-marketing has emerged as a strategic tool in service industries, including tourism. Despite its significance in enhancing organizational performance, the success of e-marketing hinges on multiple factors embedded in the cultural and organizational context of each industry. This study analyses the impact of trust, perceived ease of use, and organizational culture on e-marketing and, consequently, on the organizational performance of Yazd’s tourism industry. As an applied, descriptive-survey research, data were collected via 56 valid questionnaires (from 70 distributed) among employees of Yazd’s General Department of Cultural Heritage, Tourism, and,  Handicrafts using convenience sampling. Structural equation modelling (SEM) in Smart PLS revealed that perceived ease of use, perceived usefulness, and organizational culture significantly enhance employee trust and attitudes, which in turn positively affect e-marketing adoption. Moreover, e-marketing mediates improvements in both financial and non-financial performance in tourism organizations. https://tmsse.vru.ac.ir/article_734415.html Tourism, as botth economic and social driver, has brought about significant transformations in digital marketing and human interactions. Accordingly, this study aimed to examine the impact of social media marketing on tourism- supportive behaviors, with the mediating roles of destination attractiveness and attitudes toward the positive effects of tourism in the city of Mashhad. This research is applied in nature and employs descriptive–survey design for data collection. The statistical population consisted of residents of Mashhad, and a total of 405 individuals were selected using a non-probability convenience sampling method based on Morgan’s table. Data were collected through a standardized questionnaire, whose reliability was confirmed using Cronbach’s alpha. Construct validity and face validity were also assessed,indicating that the instrument was both reliable and valid. Data analysis was conducted using structural equation modeling (SEM) with SmartPLS software version 3. The findings revealed that social media marketing has a significant positive effect on destination attractiveness, attitudes toward the positive effects of tourism, and tourism-supportive behaviors in Mashhad. Furthermore, destination attractiveness significantly and positively influences attitudes toward the positive effects of tourism and tourism-supportive behaviors, while attitudes toward the positive effects of tourism also have a significant positive effect on tourism-supportive behaviors. Finally, both destination attractiveness and attitudes toward the positive effects of tourism mediate the relationship between social media marketing and tourism-supportive behaviors in Mashhad. https://tmsse.vru.ac.ir/article_734953.html Creative tourism, as the third generation of tourism, emphasizes experience-based activities, innovation, and cultural interaction, and is considered a novel approach to sustainable destination development. Despite the growing body of literature in this field, a comprehensive and systematic synthesis of the components influencing the development of creative tourism at the international level is still lacking. The present study aims to systematically identify and analyze the key components affecting the development of creative tourism from 2000 to 2025. This research was conducted using a systematic review and documentary analysis approach. Searches were performed in Google Scholar, ScienceDirect, Wiley, Taylor & Francis, Emerald, Magiran, ISC, and RICeST. In the identification stage, approximately 2,000 records were retrieved; after removing duplicates and screening titles and abstracts, 230 articles were selected for full-text assessment. Finally, based on inclusion and exclusion criteria, 56 eligible articles were subjected to the final analysis. A three-stage coding procedure (open, axial, and selective coding) revealed eight key components influencing creative tourism development: innovation and creativity, cultural, social, economic, physical, flexibility and adaptability, leadership and management, and risk-taking. Among these, innovation and cultural dimensions showed the highest frequency (36 articles), while risk-taking had the lowest (8 articles). The temporal trend analysis also showed a significant increase in publications after 2021. By providing a comprehensive analytical framework and identifying research gaps, this study offers valuable insights for policymakers, destination managers, and researchers seeking to develop innovation-driven models for creative tourism. https://tmsse.vru.ac.ir/article_735007.html The COVID-19 pandemic has structurally challenged urban tourism, necessitating rethinking of planning and management paradigms. This bibliometric study analyzes the conceptual structure and emerging trends in post-COVID-19 urban tourism scholarship. Using keyword co-occurrence network analysis in VOSviewer, 136 Scopus-indexed sources (2020–2025) were examined. Findings reveal knowledge organized around three central nodes—"COVID-19," "tourism," and "post-COVID"—forming eleven conceptual clusters: urban health, sustainable-smart tourism, multi-level governance, peripheral resilience, behavioral dynamics, digital technologies, touristification, digital marketing, spatial analytics, heritage-ecosystem services, and multi-layered crises. Temporal analysis indicates a paradigmatic shift from "reactive crisis management" (2020–2022) to "sustainable transformative reconstruction" (2023–2025). Five structural gaps were identified: geographical bias toward Europe/China, marginalization of human-behavioral dimensions, neglect of climate-health interlinkages, implementation gaps in developing cities, and platform bias in digital marketing. The study concludes that sustainability is redefined as a cross-cutting framework intersecting tourism management, urban planning, and public health. This research provides a foundation for developing localized "resilient urban tourism" frameworks for Global South cities. https://tmsse.vru.ac.ir/article_733854.html The tourism industry is one of the most important economic sectors in many regions of the world. Khuzestan Province, as one of the richest provinces in Iran in terms of natural, historical, cultural and geographical resources, can become a more attractive tourist destination if new technologies are used. In this regard, two new and rapidly growing phenomena, namely the metaverse and cryptocurrency space, can play a significant role in the development of the tourism industry of this province. The main purpose of this research is to investigate the metaverse and crypto space in the development of the tourism industry of the Ahvaz metropolis using the SECA model. This research is applied in terms of purpose and descriptive-analytical in nature. In this research, an attempt has been made to examine the role of emerging technologies such as metaverse and cryptocurrencies in the development of the tourism industry of the Ahvaz metropolis. The use of the SEGA model (from social, economic, governance and technological dimensions) has provided the analytical framework for the study. The findings show that the use of metaverse spaces can enhance the tourist experience through virtual visits, interactive narratives, and smart advertising. On the other hand, crypto-financial platforms, by providing decentralized payment methods, create the possibility of attracting international investors and facilitating transactions in the field of tourism. Based on the results obtained, the integration of these technologies with the urban and cultural policies of Ahvaz can increase the attractiveness of the destination, create innovative job opportunities, and sustainable development of tourism in this metropolis. It is also suggested that local institutions provide the implementation platform for this digital transformation with an approach to education, legislation, and smart infrastructure. https://tmsse.vru.ac.ir/article_734230.html The present study aimed to provide an analytical model explaining the relationship between guerrilla marketing, tourists’ purchasing patterns, consumption patterns, and product quality. The statistical population consisted of all tourists who had purchased souvenirs from Sarab County at least once. Based on Krejcie and Morgan’s table, a sample of 384 respondents was selected through convenience sampling. This research is applied in purpose and descriptive–correlational in method. Data were collected using standardized questionnaires, and the hypotheses were tested through structural equation modeling (SEM) using AMOS Graphics software. The findings indicated that guerrilla marketing had a significant direct effect on tourists’ purchasing patterns (β = 0.16). Moreover, it indirectly influenced purchasing behavior through the mediating variables of product quality (β = 0.378) and consumption pattern (β = 0.076). Altogether, the studied variables explained about 40% of the variance in the purchasing pattern. The results suggest that applying guerrilla marketing strategies, particularly in small and medium-sized souvenir businesses, can achieve high effectiveness at low cost by enhancing perceived product quality, shaping consumption patterns, and promoting tourists’ purchasing intentions. https://tmsse.vru.ac.ir/article_734416.html This research investigates the role of food tourism in diversifying the livelihoods of rural communities in the Balasbeneh Rural District of Gilan Province. Although tourism has created new employment opportunities, the main livelihood for most residents is still agriculture. This is an applied, descriptive-analytical study. The statistical population consisted of 5,819 rural households, and a sample of 393 was selected using the Cochran's formula. The data were analyzed using SPSS software and non-parametric tests, including Spearman's correlation, Chi-square, and Kruskal-Wallis. The validity of the questionnaire was confirmed by five university professors, and its reliability was established with a Cronbach's alpha of 0.889. The results showed that the highest mean was related to the socio-cultural dimension, specifically the indicators for cultural interactions and a sense of belonging among residents (3.12 and 3.39). The lowest mean was found for the economic dimension and the physical-spatial status of the village (2.55 and 2.09). The highest correlation was observed between the environmental and physical dimensions (0.561), while the lowest was between the economic and physical dimensions (0.379). The "food revitalization" index had the highest mean rank (253.26), and "marketing (advertising)" had the lowest (63.56). The innovation of this research lies in its specific focus on the simultaneous relationship between food tourism, livelihood diversification, and the socio-cultural dimensions of rural communities in Gilan Province, which has been under-examined in previous studies. This analytical approach fills a gap in the literature in Iran, particularly in the northern regions, which has often focused on limited economic aspects or the mere introduction of local foods. This study demonstrates that food tourism can play a significant role in improving cultural interactions, promoting local food identity, and increasing job diversity. However, achieving economic development and a more diversified livelihood requires greater investment in infrastructure, training, and targeted marketing. https://tmsse.vru.ac.ir/article_734420.html The objective of this study was to design a conceptual model for prioritizing emotional design components in children's medical tourism journeys. In response to the neglect of children's emotional needs within this domain, the present research was conducted using a scoping review method and an analysis of 16 validated models.The findings led to the development of a three-phase model (pre-trip, during-trip, and post-trip), which specifies the priority of emotional design components in each stage. In the pre-trip phase, reflective and hedonomic (personalization) components are prioritized to reduce initial anxiety. During the trip, in environments such as hospitals, instinctive (visual appeal) and behavioral (service efficiency) components are essential for creating a sense of security and facilitating treatment. This model serves as an operational roadmap, assisting policymakers and service providers in organizing children's medical experiences in a positive and therapeutic manner by focusing on the most effective emotional design components at each stage. It is suggested that this model forms the basis for developing national standards and future research. https://tmsse.vru.ac.ir/article_734427.html This study was conducted with the aim of proposing a human resource management model for urban tourism in Shahrekord. Human resources in organizations and companies active in the tourism sector are a vital factor in the production and delivery of quality services. Providing a human resource management (HRM) model can play a decisive role in achieving sustainable goals, increasing profitability, improving the quality of life of local communities, and introducing indigenous culture to tourists. However, the design of an HRM model that responds to the diverse roles and expectations of stakeholders has not yet been comprehensively examined. Despite its extensive natural and cultural capacities, Iran’s tourism industry faces challenges in fully utilizing these potentials due to weaknesses in human resource management.The research method is descriptive–analytical in approach and developmental–applied in purpose. Data were collected through field studies and interviews with experts and were analyzed using a qualitative approach and thematic analysis in the MAXQDA software environment. The findings indicate that organizations active in urban tourism operate in seven main areas: accommodation and welfare services, transportation, security, education, food and catering, recreation and entertainment, and public services. Moreover, stakeholders’ expectations are categorized into two main dimensions: human–behavioral expectations and technical–economic expectations. Finally, the competencies and recommendations for human resource management were identified and presented in seven key components: recruitment and hiring, career path management, labor relations, safety and health, rewards and compensation, performance evaluation, and training and human resource development. The results of this study can serve as a practical framework for improving human resource management in Iran’s urban tourism sector and enhancing the effectiveness of tourism development policies and programs. https://tmsse.vru.ac.ir/article_734431.html Psychological empowerment is One of the powerful tools of human resource management and organizational excellence, in such a way that empowerment leads to employee involvement, motivation, and satisfaction, and encourages them to remain, commit, and be loyal to the organization, and ultimately move the organization toward excellence and excellence. Present research Amied to investigate Impact of Emotional Intelligence (EI) on Psychological Empowerment of Employees in the hotel industry in Parsian Azadi Khazar Hotel. The data required for this research has gathered by questionnaire with Simple random sampling method through employees of Parsian Azadi Khazar Hotel. In addition, It has been used structural equation modeling through the Smart pls software to analyze data. The research method is descriptive and correlational and Statistical population of this research has considered all employees of Parsian Azadi Khazar Hotel. "In the meantime," the self-awareness variable among the dimensions of emotional intelligence has the largest path coefficient value and has the greatest impact on the psychological empowerment of employees among the dimensions of emotional intelligence. https://tmsse.vru.ac.ir/article_734433.html The present study identifies the components of the medical tourism network and presents a management model for the Tehran metropolis. This research was conducted using a mixed method (qualitative and quantitative). In the qualitative part, using the grounded theory method and conducting semi-structured interviews with experts, causal factors, intervening factors, and consequences of health tourism network management were identified. In the quantitative part, data collected from 310 researcher-made questionnaires among network stakeholders (physicians, managers of medical centers, and health tourism offices) were analyzed using factor analysis and structural equation modeling (SEM). The results showed that coordination among stakeholders, the existence of efficient organizational and managerial platforms, the development of technological infrastructure, and the strengthening of a culture of cooperation have a positive and significant effect on the efficiency and effectiveness of health tourism network management. These findings are consistent with existing research backgrounds and emphasize that in order to improve network management, there is a need to create coordinated structures, develop technological infrastructure, and strengthen a culture of cooperation. The results show that the high therapeutic and specialized capacities in hospitals have provided opportunities for the development of this field. This approach can lead to increased foreign exchange earnings, the creation of sustainable employment, and the strengthening of Tehran's position as a health tourism hub. https://tmsse.vru.ac.ir/article_734435.html This study explores children's perceptions and learning experiences in rural tourism destinations in Rasht County, Iran, using Vygotsky's sociocultural theory as its theoretical framework. Employing a qualitative approach and grounded theory methodology, data were collected through 30-minute in-depth interviews and the analysis of drawings from 12 children aged 6 to 12. Thematic analysis led to the extraction of 123 initial codes, categorized into 13 subcategories and five main themes: family relationships, local community and culture, nature-based tourism, physical activities and recreation, and unpleasant experiences. These themes demonstrate how social interactions with relatives and locals, engagement with cultural tools such as local foods and handicrafts, and exposure to nature contribute to children's cognitive and social development. Challenging experiences, such as encounters with animals, also foster experiential learning by enhancing resilience and problem-solving skills. Rural tourism emerges as a dynamic setting where children actively construct knowledge through dialogue, play, and immersion in local culture. In conclusion, the study highlights the learning potential embedded in rural tourism in Rasht, supporting children's cognitive, social, and environmental growth. Vygotsky's framework illustrates how family interactions, cultural tools, and natural experiences nurture curiosity, creativity, and identity formation in children. Even unpleasant experiences contribute to learning by fostering adaptability. These findings emphasize children's agency as active learners, redefine their role in tourism, and affirm the educational capacity of rural destinations. https://tmsse.vru.ac.ir/article_734440.html The hotel industry is one of the key pillars of the development of the tourism industry worldwide. In addition to the role it plays in attracting domestic and foreign tourists, this industry also plays a direct role in job creation, growth in foreign exchange earnings, strengthening the local economy, and sustainable urban development. Standardization of services in the hotel industry It is considered a key tool for ensuring quality, improving customer satisfaction, and increasing competitiveness at the international level. Investigating the challenges and problems of scientifically formulating standards at the national level from the perspective of experts from the private and public sectors and providing practical solutions as an implementation gap in this research was examined from the perspective of relevant business owners.Methodology: This research uses an inductive and deductive approach. First, patterns and themes are extracted from qualitative data, and then these findings are confirmed and generalized using quantitative data. The strategy of this research is a case study that includes an in-depth examination of the challenges of standardization in 4 and 5 star hotels in TehranThe qualitative data collection method in the previous study was conducted through semi-structured interviews with hotel managers, government and academic stakeholders, and quantitative data was collected through questionnaires based on qualitative findings. The time horizon of the cross-sectional study lasted from the beginning of November 1403 to the end of May 1404. In the quantitative analysis of the survey research, data analysis was performed using descriptive and inferential statistical methods, confirmatory factor analysis, and SPSS and Smart PLS software to confirm the qualitative model and provide answers to the research questions https://tmsse.vru.ac.ir/article_734442.html Women's economic empowerment in the field of tourism entrepreneurship is considered a key strategy in achieving sustainable development and gender justice. This study was conducted with the aim of investigating the factors affecting the economic empowerment of women entrepreneurs in the tourism industry of Lorestan province. This study was applied in purpose and descriptive-analytical in data collection method (of a survey type), which was conducted using a quantitative approach and Structural Equation Modeling (SEM) method. The statistical population included all active women entrepreneurs in the tourism industry of Lorestan province, and 164 complete questionnaires were collected and analyzed using the available sampling method. The research tool was a researcher-made questionnaire whose validity was confirmed through content validity and its reliability with a Cronbach's alpha coefficient of 0.916. The findings of the study showed that the four main institutional factors (explaining 40.322% of the variance), social capital (6.905%), economic capital (6.47%), and cultural capital (5.278%) explain a total of 58.975% of the variance in women's economic empowerment. Among these factors, the institutional-structural factor was identified as the most important determinant, which included components such as obtaining business licenses, social and cultural norms, government laws, local community attitudes, and coordination with government institutions. The results obtained indicate that women's economic empowerment in Lorestan tourism is a multidimensional phenomenon that cannot be achieved only by providing economic capital, but improving the institutional context, strengthening social capital, and promoting cultural capital are necessary prerequisites and supplements for it. https://tmsse.vru.ac.ir/article_734443.html In the face of simultaneous high economic growth on one hand and poverty, inequality, and unemployment on the other, an inclusive growth strategy has emerged as a new concept in growth economics, and it has been attracting the attention of researchers and policymakers. As tourism plays an important role in economic growth, this study explores the impact of tourism development on inclusive growth. For this purpose, firstly, a composite index for inclusive growth is calculated using the principal component analysis (PCA) method. This method was also used in making a composite index for tourism by weighting three indices. This research used the dynamic model based on the System Generalized Moments Method (GMM-SYS) for 18 middle-income countries and 25 high-income countries and compared the estimates in two separate regressions from 2004 to 2020. The results showed that the four indexes of tourism development had a positive and significant impact on both middle-income and high-income countries. This effect has been significantly higher in middle-income countries compared to high-income countries. This article is the first attempt to obtain a more comprehensive index for inclusive growth and investigate the impact of tourism on it. https://tmsse.vru.ac.ir/article_734444.html Rural tourism serves as a cornerstone of sustainable development, playing a pivotal role in the socioeconomic revitalization of rural areas. Fahraj village, endowed with unique natural, historical, and cultural attractions, possesses significant potential for tourism development. However, effectively leveraging these assets requires a clear understanding of the key factors driving entrepreneurial opportunity development. This study aims to analyze the factors affecting the development of entrepreneurial opportunities in rural tourism, using Fahraj village as a case study. This study is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population included 73 tourism industry activists and experts from Fahraj village, who were selected via purposive sampling. The data collection tool was a fuzzy-based mutual influence matrix questionnaire. Data were analyzed using Fuzzy Cognitive Mapping and Social Network Analysis techniques in FCMapper and UCINET6 software. Findings identified three key and influential factors among the 15 examined: services of trained local guides, agriculture experience-based tours, and the display of local customs and traditions. Scenario simulations revealed that these factors play a pivotal role in the dynamics of the entire system, and focusing on them can directly transform the village's tourism marketing by enriching the tourist experience and strengthening word-of-mouth marketing. It is recommended that policymakers and local stakeholders prioritize the development of these three key factors in their investment decisions and marketing plans. Launching specialized training courses for local guides and designing/promoting agricultural experience-based tours can be considered as initial operational steps towards effective entrepreneurship and tourism marketing development in Fahraj village. https://tmsse.vru.ac.ir/article_734445.html Smart tourism, as an innovative approach to sustainable rural development, has the potential to enhance tourist experiences while strengthening economic, cultural, and environmental capacities. However, in many rural areas, the level of smart tourism development remains limited and requires precise planning. This study aimed to identify and analyze the indicators of smart tourism and the factors influencing its improvement in rural regions of Iran. The research employed a descriptive–analytical and applied methodology. Data were collected through fieldwork using a researcher-designed questionnaire, distributed among 59 tourism experts. The reliability of the questionnaire was confirmed with a Cronbach’s alpha coefficient of 0.801. Data analysis was conducted using SPSS software, employing binomial tests, factor analysis, and regression analysis. The findings revealed that the current state of smart tourism in rural areas is weak and requires improvement (overall mean of indicators = 2.038). Based on factor analysis, fourteen influencing variables were categorized into four major groups: technological and digital infrastructure (42.95%), institutional and managerial support (22.12%), capacity-building and skills development (12.54%), and media, marketing, and communication (8.65%). Regression results further confirmed that these four factors together predict 57.2% of the variance in the dependent variable (smart tourism). Among them, media, marketing, and communication had the greatest impact (β = 0.597). Overall, the findings emphasize that strengthening digital infrastructure, enhancing local community training and empowerment, and leveraging digital media and marketing are key strategies for promoting smart tourism in rural areas, thereby fostering sustainable growth and improving tourist experiences. https://tmsse.vru.ac.ir/article_734446.html The digital transformation in the tourism industry has dramatically changed consumer behavior patterns and has led to the formation of a new concept called the “digital customer journey”; a journey in which customer decision-making, experience, and loyalty are shaped by interactions with various digital platforms. The aim of this study is to conduct a structured review of the scientific literature on mapping the customer journey in the digital tourism industry, emphasizing multi-channel interactions (website, app, social media, etc.) in three key stages: pre-trip, during-trip, and post-trip. To achieve this goal, a comprehensive search of articles was conducted in Scopus, Web of Science, ScienceDirect, and Emerald databases, relying on the eight-stage systematic review framework of Boland et al. (2013). After applying the inclusion and exclusion criteria, 21 scientific articles were identified and analyzed between 2010 and 2024. The findings showed that most studies focused on the pre-trip stage and on social media platforms and mobile applications, while the post-trip stage and the role of customer feedback received less attention. Also, the reviews showed that only a small part of the studies have integrated the entire customer journey, and mainly insular and single-stage perspectives dominate the literature. The results of this study indicate that the existing literature needs to develop more comprehensive models that cover the customer experience from the perspective of multi-channel interaction and the full decision-making cycle. It is also suggested that future studies combine data-driven approaches (such as click behavior analysis and data mining) with psychological conceptual frameworks to achieve a more accurate understanding of tourists' motivations and preferences in the digital environment. https://tmsse.vru.ac.ir/article_734448.html This study investigated the effect of educational programs focused on environmental–ethical responsibility and cultural skills on adolescents’ attitudes and participation in sustainable local tourism. Based on Bandura’s Social Cognitive Theory, the results indicated that targeted training enhances adolescents’ cognitive, attitudinal, and behavioral capacities for effective engagement in sustainable tourism development. A mixed-methods sequential explanatory design was employed with 200 adolescents (aged 14–18) from Khorramabad and Doroud, selected via stratified random sampling. Instruments included a standardized sustainable tourism attitude questionnaire (Cronbach’s α = 0.85) and semi-structured interviews with 30 participants until theoretical saturation, analyzed using Braun and Clarke’s (2006) thematic method. The intervention consisted of eight two-hour workshops over three months, focusing on environmental protection and reinforcing local identity and hosting culture. Quantitative results showed significant attitude improvement (t = 12.45, p < 0.001), with educational (β = 0.42, p < 0.01) and cultural skills (β = 0.38, p < 0.01) predicting participation (R² = 0.45). The qualitative analysis also extracted 11 main themes, of which three dominant themes were identified: awareness of and pride in local cultural identity (reported in 87% of the interviews), a sense of environmental responsibility (80% of the interviews), and strengthening the sense of belonging and hospitality (83% of the interviews). Bandura-based education empowers adolescents as change agents in Lorestan's sustainable tourism. https://tmsse.vru.ac.ir/article_734451.html Crises and their management in tourism destinations are considered a very important issue and tourism managers feel the need for technology to restore destinations, but studies on the restoration and revitalization of destinations using smart technologies remain limited. The aim of the present study is to investigate the role of smart technologies, especially artificial intelligence, in the process of environmental restoration and recovery of the Zayandeh-Rood River and its impact on the prosperity of tourism in Isfahan. Considering the components under study, the type of research is applied, which is in the descriptive-analytical research group, and a qualitative research method based on a survey of experts and stakeholders who have had a history of activity in the field of artificial intelligence was used. The data required for this study were collected through an interview that was formed from the statistical population of the research, including experts and tourism industry activists in the smartization sector. The findings show that the key factors in the restoration of this river include the development of digital infrastructure, information systems management, data quality, and acceptance of technology by stakeholders. Also, AI, as a key tool in monitoring, predicting, and managing the environmental health of the Zayandeh Rood, plays an effective role in facilitating its restoration and maintaining its long-term sustainability. The study results also showed a significant relationship between increasing community awareness, river restoration, and sustainable tourism development through the use of smart technologies. Therefore, AI’s capabilities in analyzing complex data and supporting rapid decision-making have made it a vital factor in preserving and restoring the Zayandeh Rood environment and boosting tourism in the region. https://tmsse.vru.ac.ir/article_734453.html Food tourism, as one of the major emerging trends in the tourism industry, plays a vital role in enriching travel experiences and supporting the economic development of destinations. Culinary mapping, as an innovative tool, enables the organization, guidance, and highlighting of identity-related elements associated with local foods. Within this context, Gilan Province—with its wide variety of local dishes and rich culinary culture—holds significant potential for the development of food tourism. The research employed a descriptive-analytical approach, and data were collected through interviews with tourism experts, local food service providers, questionnaires, field observations, and documentary studies. Quantitative data were analyzed using SPSS software and qualitative data with MAXQDA, while spatial data were analyzed using GIS tools to provide accurate mapping of restaurants and local food outlets. The results indicated that food tourism in Gilan plays a key role in attracting tourists, and local foods are valued not only as meals but also as interactive cultural experiences. Restaurant density was found to be highest in the provincial center, while certain areas in the north and southeast lacked adequate coverage. Based on the finding’s, recommended restaurants were identified to fill these gaps, and multilingual maps of culinary routes were developed. The study demonstrates that culinary mapping, in addition to organizing food tourism routes, serves as an effective tool for enhancing Gilan’s food tourism brand. https://tmsse.vru.ac.ir/article_734454.html Cultural heritage underpins national identity and historical continuity, yet in the age of digital transformation, its sustainable preservation and dissemination depend increasingly on advanced technologies. Among these, artificial intelligence has become a major catalyst for analyzing complex datasets, simulating realistic reconstructions, and enhancing the conservation of human heritage. This study provides a systematic bibliometric analysis of global research trends at the intersection of cultural heritage and AI. Data were retrieved from the Scopus database and examined through VOSviewer to map scientific collaboration structures and thematic evolution. The indicators explored include annual publication growth, leading countries, influential authors, and co authorship and keyword co occurrence networks. The findings reveal a remarkable increase in scholarly output between 2015 and 2025, signaling a paradigmatic shift toward interdisciplinary research. European nations particularly Italy, Greece, the United Kingdom, and Spain lead in establishing enduring collaboration networks, while Asian countries such as China, India, South Korea, and Indonesia demonstrate accelerated growth. However, high publication productivity does not necessarily imply extensive international cooperation. Temporal concept analysis highlights a progression from traditional documentation and conservation to a technologically innovative stage characterized by large language models, generative AI, and augmented reality, which are shaping interactive digital heritage ecosystems. Overall, the results emphasize a global transition toward the full integration of AI throughout the life cycle of cultural heritage preservation and management. The study offers guidance for policymakers and researchers to identify emerging knowledge domains and foster more effective cross national collaborations for sustainable digital heritage practices. https://tmsse.vru.ac.ir/article_734455.html The city of Karbala, as one of the most important religious tourism hubs in the Islamic world, has a unique potential for tourism-based urban development. However, achieving this goal requires identifying and explaining the key factors effective in formulating efficient urban policies. The present study aimed to investigate the key factors effective in developing urban policies related to tourism in the city of Karbala. The study population was all managers, senior experts, and experts in the fields of religious tourism and urban planning in Karbala province, and 15 people were selected as the research sample using the snowball sampling method. The software used in this study was MICMAC. The analysis identified seven key drivers influencing tourism-based urban policy development, ranked by importance as follows: the development of recreational and tourism centers (X14), the creation of new settlements (X1), production infrastructure development (X31), government effectiveness (X21), citizen participation (X4), citizen skill development (X23), and ambiguity in land-use change regulations (X5). The findings indicate that the development of specialized religious tourism infrastructure and human resource empowerment are the main factors in formulating successful urban policies in Karbala. Focusing on these key factors can lead to the formulation of dynamic strategies for sustainable urban development based on tourism. https://tmsse.vru.ac.ir/article_734456.html Sustainable development of cultural tourism, as one of the key issues in the field of tourism, has attracted special attention in recent years with the aim of preserving indigenous cultures, improving the quality of life of local communities, and protecting the environment. Isfahan, as one of the most important cultural tourism destinations in Iran, needs a model that can provide a balance between attracting tourists and preserving cultural identity. This study aimed to identify and introduce the components of a sustainable cultural tourism development model in Isfahan using the grounded theory method. The research followed a qualitative approach based on the systematic paradigm of Strauss and Corbin. Data were collected through semi-structured interviews with 16 experts and specialists in the field of cultural tourism in Isfahan, using purposeful and snowball sampling until theoretical saturation was achieved. Data analysis through open, axial, and selective coding resulted in 77 initial codes and the formation of a final paradigmatic model. The model includes the core phenomenon of "managing a sustainable balance between attracting cultural tourism and preserving identity authenticity," causal conditions (macro-environmental pressures and opportunities, structural changes in the market and host community, economic and governance necessities), contextual conditions (physical and service infrastructure, richness of cultural capital, institutional support and social participation), intervening conditions (governance challenges, external economic threats, social and marketing barriers, infrastructural shortcomings), strategies (participatory institutionalization, innovation in cultural experience delivery, local community empowerment, development of historically-aligned infrastructure), and outcomes (economic prosperity, social cohesion, environmental preservation, international credibility). The findings indicate that achieving sustainable cultural tourism development in Isfahan requires balance-oriented management and the implementation of integrated strategies with the participation of all stakeholders. https://tmsse.vru.ac.ir/article_734458.html Given the significance of urban spaces in enhancing the quality of life and citizen satisfaction, identifying and analyzing the factors that contribute to improving the quality of urban tourism is considered a crucial aspect of urban planning. In this context, Ahvaz Riverside Park, as a key recreational area, offers an appropriate opportunity to examine the influence of various components on tourist attraction. The present study aimed to investigate the factors affecting the improvement of urban tourism quality and the enrichment of leisure experiences for residents in Ahvaz Riverside Park. The research employed a descriptive–analytical method, and data were collected through a questionnaire. The statistical population included residents aged 20 and above in Ahvaz City, totaling 497,445 individuals, from which a sample of 383 respondents was determined using Cochran’s formula. Data analysis and hypothesis testing were conducted through the one-sample T-test and Structural Equation Modeling (SEM) using SPSS and AMOS software. The findings indicated that the social factor (factor loading 0.97) ranked first, followed by natural environmental attraction (0.91), internal facilities (0.57), environmental quality (0.56), loyalty and economic factors (0.49), and accessibility and transportation (0.39). The results show that green spaces, tranquility, scenic views, and convenient accessibility in Ahvaz Riverside Park foster tourist satisfaction and loyalty, thereby contributing to local economic improvement and employment. Overall, such parks play an influential role in promoting sustainable urban development. https://tmsse.vru.ac.ir/article_734459.html The Kahak–Zafaraniyeh corridor, a major pilgrimage route connecting to the holy city of Mashhad, experiences very low tourist length of stay despite its significant religious, historical, cultural, and natural assets. This study aims to identify and prioritize the key challenges and opportunities influencing tourist retention along this corridor. The research is applied in purpose and descriptive–analytical in nature, using an exploratory mixed-methods design. In the qualitative phase, documentary analysis and semi-structured interviews with 22 experts were conducted and coded through thematic analysis. In the quantitative phase, a questionnaire comprising 31 challenge items and 31 opportunity items was developed based on qualitative findings and distributed among 85 experts, local officials, pilgrims, and tourism stakeholders. Reliability was confirmed with Cronbach’s alpha values of 0.915 (challenges) and 0.926 (opportunities). Data were analyzed using descriptive statistics, exploratory factor analysis, and one-way ANOVA.The results identified major challenges, including insufficient destination recognition (30.5%), inadequate roadside services, road-management and educational gaps, managerial inefficiencies, weak preservation and presentation of historical sites, safety issues, route monotony, and climatic or environmental constraints. Conversely, opportunities include rich historical–natural heritage (33.7%), existing infrastructure and handicrafts, cultural traditions and notable figures, natural diversity and geotourism potential, religious assets, roadway advantages, and the corridor’s strategic geographical position. Overall, strengthening tourist retention along the corridor requires addressing managerial and infrastructural shortcomings while strategically leveraging its cultural, historical, and natural capacities. These insights provide a foundation for tourism development planning and enhancing stopover rates in the region. https://tmsse.vru.ac.ir/article_734709.html The purpose of the present study was to investigate the effect of socially responsible human resource management practices on organizational unethical behaviors in the hotel industry of Bamyan Province, Afghanistan. In terms of method, this research is descriptive-survey, and in terms of purpose, it is applied research. The statistical population of the study consisted of 203 employees and managers active in the hotel industry and guesthouses of Bamyan Province. The data collection tool was a standard questionnaire, the validity of which was confirmed by professors, as well as its construct validity and reliability were confirmed by Cronbach's alpha test. A total of 133 individuals answered the questionnaire using a non-random convenience sampling method. Data were analyzed using descriptive and inferential statistics and using SPSS 26 and SMART PLS 4 software. The findings showed that socially responsible human resource practices have a significant impact on counterproductive work behavior and employee participation in corporate social responsibility. Furthermore, employee participation in corporate social responsibility has a significant impact on counterproductive work behavior. Additionally, employee participation in social responsibility significantly mediates the relationship between socially responsible human resource practices and counterproductive work behavior. Finally, responsible leadership significantly moderates the relationship between socially responsible human resource practices and employee participation in corporate social responsibility. The results of this study indicate that integrating social responsibility into human resource management and ethical leadership strengthens organizational culture and reduces undesirable behaviors. https://tmsse.vru.ac.ir/article_734710.html Expanding artificial intelligence (AI) technologies has impacted how hotels engage with their guests. Hotels have transformed their operations through personalization strategies aimed at improving guest satisfaction and cultivating customer loyalty. Within this scope, this study aims to explore personalization phenomena through the prism of artificial intelligence and loyalty programs in hotels in the city of Yazd and to define the operational and cognitive dimensions of this phenomena via hotel managers and industry experts. Using Braun and Clarke’s six-step framework to develop themes, this study is classified as applied and has a qualitative research design. For this purpose, 15 managers and experts of four and five-star hotels in Yazd were purposefully selected, and through in-depth, semi-structured interviews, data were collected until theoretical saturation was achieved. The results provided insights into 15 themes that fit into 3 areas that describe the operational potential of AI in customizing loyalty programs (such as predicting customer preferences, customer feedback sentiment analysis, and reward optimization), outcomes (e.g., customer satisfaction, attitudinal loyalty, and loyalty such as repurchasing and recommending the brand), and the barriers and challenges of implementation (e.g., apprehensions around data, resistance due to the culture, unavailability of technology, and lack of funds). Participants perceived that the effective application of AI capabilities was likely to improve the experience and satisfaction of customers and form the basis of attitudinal loyalty and foster behavioral loyalty, such as repurchase and brand advocacy. This study, via a qualitative conceptual model, contributes to hotel managers in the construction and operationalization of smart loyalty programs within the context of the culture and history of Yazd. https://tmsse.vru.ac.ir/article_734712.html In today’s highly competitive world, many tourist destinations strive to enhance tourist satisfaction and improve their competitive position in the global market by adopting innovative marketing strategies. In this context, the present study aims to conduct a structural analysis of tourist satisfaction-based marketing strategies in the tourism industry. This research is quantitative in nature and was carried out using a descriptive-analytical approach. The statistical population comprised all tourists visiting Tehran (an unlimited population), from which a sample of 384 individuals was selected based on Morgan’s table. To analyze the data, correlation tests were performed using SPSS 24. Furthermore, due to the non-normal distribution of the data, Structural Equation Modeling (SEM) was applied using the Partial Least Squares (PLS) method in SMART PLS 4.The findings revealed that there is a positive and significant relationship between tourism marketing strategies and various dimensions of tourist satisfaction, as measured by Kendall’s correlation test, with a correlation coefficient of 0.549 at a 99% confidence level. The results also indicated that satisfaction-oriented marketing strategies have a positive and significant effect on multidimensional tourist satisfaction, with T-values ranging from 5.048 to 9.989 and path coefficients ranging from 0.282 to 0.622. Additionally, the study showed that service quality, infrastructure, destination capabilities, and tourist safety and well-being have the greatest impact on improving advertising, planning, and STP marketing strategies. Among these, STP marketing exhibited the strongest effect on tourist satisfaction, with a path coefficient of 0.552. Moreover, management involvement and technological advancements were found to strengthen the impact of satisfaction-oriented marketing on marketing strategies. These findings highlight the importance of integrating tourist satisfaction, service quality, and modern technology to enhance the effectiveness of marketing strategies and the sustainability of tourist destinations. https://tmsse.vru.ac.ir/article_734884.html Studying the limitations of travel during the COVID-19 pandemic can help decision-makers in the tourism industry prepare for potential future crises. Therefore, this study aims to identify travel constranits during the COVID-19 pandemic using a meta-synthesis approach. In this research, articles related to travel restriction policies and their effects on pandemic control were collected and analyzed from reputable academic sources such as Google Scholar, Scopus, and Web of Science. These studies examined various types of travel constranits at both international and domestic levels, their economic and social impacts, and their effects on traveler behavior. Through qualitative analysis of 27 selected articles, six main themes were identified, including mobility constranits, changes in travel goals and patterns, impacts on economic and commercial activities, mandatory quarantines, and health protocols related to travel. The findings of this study indicate that these constranits played a significant role in reducing the spread of the virus but also had substantial impacts on the tourism industry, transportation, and the global economy. https://tmsse.vru.ac.ir/article_734885.html The present study aims to evaluate the role of investment in physical infrastructure related to tourism and its effects on the formation and development of small businesses in order to meet the growing needs of tourists in rural areas that attract tourists. The statistical population of the study includes 9 villages located in the Valider-Nokian concentrated tourism axis in Tarom County with 14,438 households, of which 374 households were selected as a sample using the Cochran formula. In terms of its applied purpose, the present study is based on collecting data and information through observation and completing a questionnaire. Statistical tests have been used to analyze the data. The results of the analysis show that investment in physical infrastructure has played an important role in the development of small tourism businesses in the study area. So that, the formation of employment opportunities and income with a numerical average of 3.64 has received the greatest impact from physical investment. Also, there is a positive correlation between physical investment and capital formation indices and job diversity at 0.608 and 0.531, respectively. The results of regression analysis, with a coefficient of determination of 0.706, showed that the improvement of job and income opportunities in target villages with a beta value of 0.495 has received the greatest impact from tourism development. https://tmsse.vru.ac.ir/article_734937.html The present study aims to explain the role of smart technologies in realizing a circular economy in the tourism industry of Ardabil province. Given the increasing trend of digitalization and the necessity of sustainability in tourism, this study attempts to examine the lived experience of key actors in a regional context from a phenomenological perspective. The research method is qualitative and based on Moustakas' descriptive phenomenological approach. Data were collected through in-depth and semi-structured interviews with 11 participants and analyzed using Atlas.ti 24 software. A total of 734 meaningful statements were extracted, 119 primary codes, 24 semantic units, and finally 6 main themes. The findings show that smart technologies have an impact on the realization of a circular economy in six key dimensions, including resource optimization and efficiency, ethical governance and technological regulation, infrastructure development and sustainable investment, smart management and data-driven policymaking, stakeholder participation and empowerment, and innovation and structural transformation of Ardabil tourism. These themes show that technology is not only a technical tool, but also a social and structural factor for rearranging the management, institutional, and behavioral systems of tourism. The transition from traditional tourism to circular tourism requires a combination of three components: digital infrastructure, data-driven policymaking, and active stakeholder participation, which can provide a basis for sustainable policymaking, planning, and investment in Iranian tourism. https://tmsse.vru.ac.ir/article_734938.html Health tourism, as a burgeoning and lucrative segment of the global tourism industry, has secured a prominent position in Iran by leveraging the country’s medical capabilities and healthcare infrastructure. Concurrently, with the proliferation of emerging technologies and their pivotal role in enhancing service quality and expanding international markets, identifying the future drivers of technology-based businesses in this sector has become increasingly critical. Adopting a meta-synthesis approach, this study systematically reviews 190 prior studies related to technology-driven health tourism. Following a rigorous screening and quality appraisal process, 40 articles were selected for the final analysis. The inductive analysis, utilizing open and axial coding, yielded seven key technology-centric drivers of health tourism: digitalization and smartization of service delivery, enhancement of digital competencies among human resources, intelligent service personalization, digital branding, improvement of technology-oriented policymaking and smart international collaborations, technology-enabled interactive marketing, and technological innovation in health tourism attractions. These drivers encompass 55 operational components, underscoring the seminal role of technology in fostering dynamic competitive advantages within the health tourism sector. The reliability of the analytical process was confirmed by a Cohen’s kappa coefficient of 0.70 across three independent reviewers. The findings suggest that the future trajectory of health tourism in Iran is contingent upon the dynamic and simultaneous interaction of these seven technology-driven drivers. Achieving sustainable development in this domain necessitates a paradigm shift from a static perspective toward a proactive, technology-oriented, and future-shaping approach. The results offer valuable implications for policymakers, investors, and practitioners, contributing to the enrichment of academic literature on health tourism. https://tmsse.vru.ac.ir/article_734939.html The development of technology and social media has enabled tourists to share their travel experiences online, particularly on social media platforms. Given the experiential nature of travel, information shared on social media is recognised as a significant source of data that can influence the travel decision-making of potential tourists, their behaviours, and their travel experiences. This phenomenon has led to the emergence of selfie tourism as a growing trend among travellers. The present study is applied in purpose. Its principal objective is to examine the advantages and disadvantages of selfie tourism for the handicrafts and historical monuments in the city of Isfahan. Qualitative method (thematic analysis) was used in this research. Data was collected using semi-structured interviews. Participants were selected via purposive and snowball sampling methods, with data saturation reached after interview No 34. The study population comprised experts in the fields of art, marketing, and tourism, as well as sellers and producers of handicrafts, and bloggers/influencers in Isfahan. Data validity was ensured through an inter-coder agreement percentage method conducted by two specialists. The results indicate that the advantages of selfie tourism for Isfahan's handicrafts and historical monuments include: marketing and branding; economic benefits; socio-cultural benefits; identity promotion; sustainable socio-cultural development; and tourism growth and development. The disadvantages identified are: for handicrafts – issues related to identity, economics, and legal-physical aspects; and for historical monuments – identity-related issues, physical and safety concerns, and disruption to the quality and experience of visits and visitor experience https://tmsse.vru.ac.ir/article_734941.html The development of the smart tourism industry at the county level requires the identification of key influencing factors and their prioritization in accordance with the specific local conditions of each region. In the smart tourism paradigm, destination development is increasingly understood as a data-driven, governance-oriented, and decision-support process rather than merely infrastructure expansion. Therefore, identifying and prioritizing development drivers becomes a core component of smart destination management. The aim of this study was to identify, localize, and prioritize the driving factors of tourism industry development in Gonabad County, as well as to rank the tourism destinations of this county based on scientific indicators. This applied research adopts a mixed-methods approach and was conducted in three stages. In the first stage, using the meta-synthesis method and a systematic review of domestic and international studies, 34 sub-components were identified and classified into 7 main components. Subsequently, based on expert judgments and consensus within the research team, 23 factors relevant to the conditions of Gonabad County were selected and prioritized using the Importance–Performance Analysis model integrated with Group Fuzzy Analytic Hierarchy Process (IPA–G–FGAHP), and accordingly, short-term and long-term development-oriented scenarios for the tourism industry were formulated. In the third stage, employing the VIKOR multi-criteria decision-making method, 11 tourism destinations in four categories of natural, historical, religious, and urban attractions were evaluated and ranked based on 7 components and 17 indicators. The findings indicate that focusing on higher-priority driving factors and improving the components with the largest gaps between the current and desired conditions can provide a scientific and practical basis for smart, evidence-based planning and intelligent destination governance in Gonabad County. https://tmsse.vru.ac.ir/article_735011.html Consumers heavily rely on social media networks for making travel decisions and actively engage with tourism brands on social media platforms. With the advancement of information technology and the emergence of social media networks, analyzing and understanding these networks and their components have become a priority for stakeholders. One of the key topics users of social media networks utilize them for is making travel decisions. Given the vast and growing number of these networks and internet websites, categorizing them from the perspective of service providers is essential for offering incentives and future collaboration. This research analyzes one of the most significant social media networks related to travel and tourism, namely TripAdvisor, using data collected from the user community. Based on the desired indicators of customers and users, clustering has been performed. The clustering process employs the Self-Organizing Map (SOM) artificial neural network in a two-stage approach with the k-means algorithm, facilitating the analysis of the resulting clusters. While various validation indices are commonly used nowadays to determine the optimal number of clusters, this study combines a multi-indicator decision-making approach and the aggregation of different indices to present an optimized model with a compensatory approach towards the indicators https://tmsse.vru.ac.ir/article_735026.html Babolsar County, due to its unique natural, cultural, and historical capacities, holds significant potential for the development of this industry. However, tourism development in this region faces various obstacles and challenges that necessitate identifying the key drivers of development for effective and sustainable planning. The objective of this research is to determine the effective and key factors influencing the development of tourism in Babolsar County. Design/methodology/approach: This applied, analytical-exploratory study was conducted with a futures studies approach. Initially, influential indicators were identified, and data were collected through a cross-impact matrix questionnaire administered to tourism experts. The data were analyzed using MICMAC software, which extracted the direct and indirect effects of the drivers. Findings The results indicated that ten key drivers—including traditional rural fabric, active weekly markets, self-employment markets linked to tourism, handicrafts and home industries, specialized tourism management, the presence of local managers, appropriate transportation networks, health services, local tourism programs and tours, and rural eco-lodges—had the greatest direct impact on tourism development in the county. Additionally, the tourism system in Babolsar was found to be somewhat unstable and requires better coordination and infrastructure strengthening. For sustainable tourism development, it is necessary to establish integrated management among the related organizations, improve transportation and welfare infrastructures, train and empower local human resources, and support cultural capacities and eco-tourism. Furthermore, the use of modern technologies in marketing and information dissemination should be adopted, and continuous participation of the local community should be strengthened. Originality/value: This study, by employing MICMAC software and the cross-impact matrix method, provides a detailed analysis of the direct and indirect effects of the drivers of tourism development. The use of a futures studies perspective along with the involvement of regional experts has transformed this research into an innovative model for sustainable tourism planning. https://tmsse.vru.ac.ir/article_735097.html Identifying and prioritizing service quality indicators from the perspective of tourists -particularly in less-studied border destinations- can improve visitor experiences and increase their loyalty. This study, employing an intelligent approach based on the Pareto principle, analyzed the factors influencing the satisfaction of tourists at the Incheh-Borun border market, providing a scientific foundation for managing and enhancing the tourist experience. The research was conducted as a descriptive-applied, cross-sectional study. The statistical population included tourists visiting the Incheh-Borun border market; given the unlimited population, the sample size was determined using Cochran’s formula, and 384 tourists were selected through random sampling. Data were collected using a standardized questionnaire with a five-point Likert scale. In the first step, using the Pareto principle (80/20) and the Local Outlier Factor algorithm, tourists were divided into two groups: “vital minority” and “trivial majority.” Then, employing the Relief index, 34 service marketing mix indicators (P7 model) were weighted and ranked for each group. The results showed that within the vital minority group, appropriate public advertising in newspapers and across the city ranked highest in evaluating destination hospitality, whereas in the trivial majority group, drinking water facilities were prioritized. Accordingly, it is recommended that border tourism managers and stakeholders focus on improving the priority indicators identified for the vital minority group. The novelty of this study lies in simultaneously applying data mining techniques and marketing models to enhance intelligence in tourism destination management.