Mahmood Samadi, Mahmoud Nooraei, Mohammad Mehdi Mozaffari, Babak Haji Karimi,
Volume 20, Issue 59 (12-2020)
Abstract
The importance of retail in the marketing process has become weaker with the development of shopping centers today, The growth of shopping malls in the metropolitan areas of Iran has been increasing over the past few years and there is no longer competition for retailers. Therefore, surveying the behavior of consumers in their shopping centers is a competitive strategy for the owners of these industries in order to compete with retailers and other shopping centers. The statistical population in this research is Shopping centers of Tehran, Isfahan, Alborz and Mazandaran. The method of selecting shopping centers based on artificial intelligence studies has been done through genetic algorithm. The criteria for choosing the centers are optimal according to the principles of urban management. Using a conceptual model through structural equations of partial least squares, using the Smart PLS software, the statistical population of the study was 384 people. The results showed that the variables of beauty, escape, role play, comfort, brand identity, social responsibility, and impunity affect consumers' behavior in shopping centers, The results of this study have been able to provide a native model with respect to the structures of shopping centers in Iran.
Dr Ali Movahed, Dr Ali Shamai, Mis Mahnaz Bahmani,
Volume 21, Issue 60 (3-2021)
Abstract
Leisure is an integral part of everyday life in today's world. Today, leisure is a new social arena in which various factors influence. Understanding these factors and examining their role and their impact on active (external) and inactive (external) leisure has been a major part of proper city management since this day. Therefore, in this study, using exploratory method, we sought to identify the factors affecting leisure time in district 22 of Tehran. This is a cross-sectional, applied research. The method of data collection is survey and its tool is a questionnaire. This study, using inferential statistical methods and SPSS software and statistical analysis such as correlation, regression and t-test, attempted to analyze the relationship between independent research variables (functional, security, aesthetic, transportation, economic, biological). Environment and infrastructure facilities) and the dependent variable (active and inactive leisure time), to identify the maximum impact and the least impact of the variables. The results showed that the effect and correlation of factors on leisure time (active and inactive) were different. In other words, indoor or passive leisure time is less affected by the external environment and context. But on the other hand, leisure time active or foreign in the 22nd district of Tehran is strongly influenced by background conditions and the external environment. Aesthetic variables and infrastructure facilities have the highest relationship with active leisure time and economic, performance and economic components have the least impact. In the passive leisure time, most of the impact factor is related to infrastructure and least to economic component.
Fereydoon Babai Aghdam, Rahim Heydari Chinay, ,
Volume 21, Issue 62 (9-2021)
Abstract
Understanding the needs and interests of tourists provides a better understanding of tourism and is a valuable guide in designing effective programs for sustainable tourism development. Considering the importance of the above mentioned cases, the present study was carried out using a descriptive-analytical method and a library and questionnaire for The purpose of this study was to assess the conformity of tourists' needs with urban tourism management measures so that the needs and expectations of tourism and services and ... Tourists (383 persons) from Tabriz before traveling with completed tourist services Travel as action They were analyzed by urban tourism management (80 people) and their satisfaction with the trip. The results showed that the average level of satisfaction of tourists with accommodation and tourism infrastructure in Tabriz is moderate. The needs and expectations among tourists regarding infrastructure, transportation, accommodation, services, are consistent with urban management practices and the research hypothesis is confirmed. Urban Management Approaches to Tourism Needs Significantly Impact on Tourist Satisfaction with Tourism Purposes
Mr. Farshid Azizkhani, Professor Mohammad Rahim Eivazi, Dr. Majid Mokhtarianpour, Dr. Muhammad Reza Esmaili Givi,
Volume 21, Issue 63 (12-2021)
Abstract
Geographical studies on food categorized in five scales; global and transnational, national and regional, urban, rural and agricultural, domestic scales of food consumption and the individual as a consumer. Based on this categorization, the present study is placed within urban and domestic scales. By accepting that population of Tehran metropolis will definitely increase in future and regarding that based on systematic approach and limits to grow theory (Meadows, Randers, & Meadows, 2004), no growth in the world will continue forever. We must consider factors that limit the growth of Tehran, besides factors provoke development. One of the limiting factors is the natural and geographical potential of Tehran metropolis. For this research among qualitative methods in futures studies, we chose the scenario, because this method "make the future more real for decision makers to force new thinking and decisions". In the formulation of food consumption scenarios, due to the diversity of stakeholders, the challenges and the types of issues and ambiguities, the approach of the Global Business Network (GBN) was chosen. To analyze the key factors and identifying the key variables the structural analysis method and MickMac software was used. Based on two key variables, technology, and consumer responsibility, four scenarios were created, these are four scenarios: Smart eating scenario, McDonaldization of Society scenario, Food Geography scenario, and Community Eating scenario. In this study, four alternative food futures have been presented for Tehran. In these scenarios, both desirable and undesirable futures are clearly and accurately depicted. The geography of food scenario due to the neglect of the environmental capacities and natural and geographic potentials is the most unsustainable scenario for the future of Tehran. Without scenarios, thinking about the futures of food in Tehran is very difficult and even impossible. These scenarios can help us take into account possible futures in today's decisions. Although this article does not predict a specific future for food in Tehran, But, given the recognition and sensitivity of the events, it can be very useful for long-term decisions.
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Afshin Bahmani, Mojtaba Ghadirimasoom, Mahdi Hajiloo, Farideh Azimi, Mahdieh Ghadirimasoom,
Volume 21, Issue 63 (12-2021)
Abstract
Today, agricultural tourism or agritourism is emphasized by focusing on a farm or agricultural business as a tourist destination with the goal of educational, recreational and job creation in rural areas. This type of tourism is a stimulus for the vulnerable rural economy and the needs of citizens who pay for their visits to or participation in farm activities, the direct purchase of agricultural products, and the familiarization with nature and indigenous people, which contribute to economic prosperity, job creation and prosperity. Villages will be. In the present study, its nature is applied and its method is descriptive-analytical, the explanation and identification of the factors affecting the development of rural tourism in rural areas is the goal of the research. The statistical population of the study consisted of three groups of officials and experts, locals and tourists. For each group, according to the Cochran formula, 34, 261 and 20 subjects were selected. The main focus of the data on the field method was collected through face-to-face questionnaires and interviews. To analyze the data, descriptive statistics methods such as mean and frequency and inferential statistics methods such as one-sample t-test, Chi-square and Chi-square, and Kruskal-Wallis were used. The findings show that factors such as housing provision for tourists, government incentive schemes, coordination between government agencies, awareness of farmers, and setting up private sector investment with a significant level of 0.30 and a positive amount of chi-square are the most important priorities. Effective in developing agricultural tourism in rural areas of Tehran province.
Somayeh Hamsian Ettefagh, Hussein Kalantari Khalilabad, Muhammad Mire’ei,
Volume 21, Issue 63 (12-2021)
Abstract
As it can take an efficient step towards the preservation and sustainability of such lands due to the preparation, implementation, and reformation of criteria. In District 9 of Isfahan Municipality, mismanagement in the preservation of ecological lands has destroyed gardens and agricultural lands, and has caused the loss of social unity of neighborhoods. Consequently, the study of ecotourism management in this region is of great significance. For this reason, in this paper, a model for ecotourism management with an emphasis on urban ecological textures is provided for District 9 of Isfahan Municipality. For this reason, first, the Star method has been used as a model for interviewing experts and relevant municipal experts in Isfahan city management. At that point, with the help of library investigations and field assessments, and implementation of the grounded theory method, 3 dimensions, 10 categories, and 35 subcategories are extracted from the data gained from the interview. The main dimensions are urban texture management (with categories legislation, planning, management of resources and control and supervision), the ecological texture (with the categories: protection and development and improvement), ecotourism (with the economic, social, environmental and cultural categories).
Dr Yazdan Shirimohamadi, Dr Ali Shamaei, Dr Seyyed Eshagh Jalalian, Farzaneh Rafiee,
Volume 22, Issue 64 (3-2022)
Abstract
It is important to examine the effect of the tourist personality on the choice of tourist destination. In the meantime, using Hofstede's cultural model in analyzing the effect of tourist personality dimensions on the intention to visit through the perceived homogeneity variable greatly helps to understand this issue. In this research, the effects of femininity, masculinity, ambiguity, avoidance of individualism and collectivism on the intention to visit have been analyzed. This research is applied in terms of purpose and methodological in addition to descriptive and survey research. In this regard, 384 questionnaires were distributed among tourists from German, Japanese, French, Arab (Iraqi), Italian, Austrian, Chinese nationalities residing in five star hotels in Tehran. Structural equation index was used for data analysis. The results show that tourists prefer brands that match their perception of the destination brand. The findings of the study indicate that the personality dimensions of the tourist intent through the popularity of tourism destinations and the image of tourist destinations influence on the perceived homogeneity of the urban tourism brand and the masculinity of the tourism city brand; Perceived homogeneity of urban tourism brand is effective and femininity of tourism city brand does not affect perceived homogeneity of urban tourism brand. The results of this study indicate that Tehran has a masculine brand and people are selected to be masculine and to be collectivist and ambiguous. In fact, the results of the study showed that in selecting tourism markets for Tehran, one should look for tourism markets that are characteristic of the Hofstede model in terms of masculinity, ambiguity and collectivism, as well as the development of tourism spaces for women.
Rasha Makoundi, Hossein Safarzadeh, Hassan Esmailpour, Mansoureh Aligholi,
Volume 22, Issue 64 (3-2022)
Abstract
Today, the Internet and virtual networks have become a major part of many people's daily lives, and social networking sites attract millions of people from all over the world, so word of mouth has shifted to the digital world. The present study was written to identify the impact of factors affecting online referral communication in social networks on the loyalty of tourism service customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study consisted of virtual network users who had experience traveling to the area. The sample size was estimated 384 people using Cochran's formula. In this study, SPSS and Amos software were used to analyze the data. Findings of this study showed that message attractiveness, resolution, quantity and clarity of the message have a positive and significant effect on customer loyalty of tourism services. Also, the results of this study showed that among the studied factors, the message quantity factor with an impact factor of 0.67 has the most impact.
Sara Dodange, Babak Hajikarimi, Mohammad Mehdi Mozafri, Kamiar Kavosh,
Volume 22, Issue 65 (6-2022)
Abstract
The purpose of present study was to investigate the effect of social responsibility on emotional and behavioral responses of tourists after failure of services in four-star and five-star hotels. The research method is practical obgectively and descriptive and analytical methodology. The statistical population of the study was contained tourists who visited four-star and five-star hotels, and the sample size was estimated 384 people by the Cochran formula, sampling method was simple random. The data gathering tool was the questionnaire whose validity and reliability were confirmed. For investigating and testing of the research hypotheses was used structural equation modeling in the software environment, pls. The results of the research indicated that social responsibility has a positive and significant effect on loyalty, satisfaction and trust of tourists. In addition, findings showed that the satisfaction and trust of tourists have a positive and significant effect on their loyalty.
Dr Ali Amiri, Mandana Masoudi Rad, Somayeh Bakhshizadeh, Hosein Zaree,
Volume 22, Issue 65 (6-2022)
Abstract
Religious tourism, as one of the ways of development, cultural exchange and social interaction between nations can have many benefits for any society today. Enjoying indigenous cultures and local religious ethics is an important factor in attracting tourists. The city of Khorramabad has special religious ethics, such as the celebration of gellmalli in the Ashura Day and the chehell manbarr in Tasoa day, which can have a profound effect on this. Therefore, the present article, using descriptive-analytical method, and questionnaire, interview and observation tools, and with the assumption that indigenous religious-cultural ethics increase the value and importance of tourist attractions at the destination, has attempted to survey the role of chehell manbarr in tourism development of Khorramabad city. The results of one sample T-test at the significant level of 0.000 indicate the impact of all three indicators of abilities and potentials in the chehell manbarr, visual beauties and custodians of urban organizations such as Culture and Islamic Guidance, Municipalities and other related organizations Is above average; Also according to the results of one-way analysis of variance at the error level below 0.05% , it is vary the effect of the index of abilities and potentials in the chehell manbarr ceremonies, and the effect of metropolitan organizations such as culture and Islamic guidance and municipality according to the educational levels of the respondents. However, the results of one-way analysis of variance for the extent of visual beauties on tourism inclination are similar at the educational level of the respondents. The results of regression analysis at the significant level of 99% show that all three variables of keeping of urban organizations such as culture and Islamic guidance during the chehell manbarr ceremonies, the abilities and potentials in the chehell manbarr ceremonies and the creation of visual beauties have a direct and significant effect on the tendency to Tourism and motivation for future trips.
D.r Mehrshad Toulabi Nejad, Ali Manzam Esmailpor, Sana Rahmani, Khadijeh Sadeghi,
Volume 22, Issue 65 (6-2022)
Abstract
In recent years, one of the main approaches to rural development and increasing the well-being of rural households is the development of rural tourism. Because tourism development can play an important role in the well-being of households as well as in rural livelihoods. The aim of this study was to investigate the effects of tourism on improving the welfare of coastal villages in Chabahar. The present research is a descriptive-analytical approach. The statistical population of rural households is Chabahar (N = 3720). Using Cochran formula and quota sampling method, 280 households in 6 coastal villages with tourist attractions are selected as samples. To analyze the data and to answer the research questions, unlimited exploratory co-univariate test, variance analysis and multivariate regression were used. The results showed that in terms of economic welfare indicators, tourism had the most effects on seasonal employment, income growth, housing development, and local economy mobility. In terms of social welfare indicators, tourism has the most impact on improving leisure time, changing lifestyle and lifestyle, developing health facilities, and increasing the sense of belonging to local people. Also, the results showed that tourism in the villages of the study area had significant effects on the economic and social well-being of rural households, but compared with social indicators, tourism had the most impact on economic well-being and its indicators. In line with the findings of the research, suggestions were made regarding the development of rural tourism and the welfare of rural households.
Narges Mousavi, Homa Doroudi, Somayeh Moghaddam,
Volume 22, Issue 66 (9-2022)
Abstract
This study was designed to investigate the impact of perceived security and perceived value on tourists' spatial attachment. The present study is of applied purpose and of descriptive-analytical method. Libraries and field methods were used to collect the required data and data. The statistical population of the study consisted of tourists coming to Zanjan province. The sample size of the study was estimated to be 384 people using Cochran formula. The reliability of the questionnaire was measured by Cronbach's alpha and the combined reliability coefficient (Cr). The validity of the questionnaire was confirmed by face and expert validity and divergent validity by calculating the mean variance index. SPSS and LISREL were used for data analysis. The results showed that the sense of security and perceived value had a significant and positive effect on tourists' spatial attachment.
Mehdi Salemi, , , , ,
Volume 22, Issue 67 (12-2022)
Abstract
The most important part to be considered is the determination of the carrying capacity of the protected areas, since these areas are able to accommodate a large number of tourists, so if these areas are not planned more accurately, the number of tourists will exceed the cc limit of the area. Resulting in instability and degradation of these areas, and therefore knowledge of the status of the area's cc will greatly help to control the damage. The aim of this study was determine potential, and social-cultural cc with the purpose of the establishment in ecotourism development. Therefore, in order to the determination of the potential of this area, calculation of the social-cultural cc after the identification of the social - cultural pressures using model PSR the social- cultural pressures regarding the calculation of the correction by applying the percentage corrections of the pressures and the relative importance using the techniques ANP and of each of them after the grading layer using the techniques WLC and builder model at Arc GIS10.5 combined. Social - cultural cc in the direction of the development of ecotourism determined. The results 50% of the content that the level region has high cc, 33% of the surface area has an cc and 17 percent of the level region has low cc. Findings of the research show that there is a low range of cc in the central part of the region; finally, based on the findings, suggestions have been made to increase the regional distribution cc.
Mehdi Mododi Arkhudi, Sajad Ferdowsi,
Volume 23, Issue 69 (6-2023)
Abstract
In recent decades, rural tourism as a complementary activity of agriculture and animal husbandry has always been a factor in improving the economic conditions of rural residents. Based on this research was conducted to identify factors affecting the empowerment of rural tourism destinations. Data collection was done by using two methods of archiving and scrolling through interviews and questionnaires. The statistical population of the research includes archival sources related to the subject matter of the research as well as 13 persons of experts and experienced individuals. Content analysis and thematic analysis were used to analyze the qualitative data; also, quantitative data were analyzed using the Logarithmic Fuzzy Preference Programming (LFPP) method. The results showed that the dimensions of empowerment of rural tourism destinations include three dimensions of environmental, human resources, and local community, so that dimension of human resources with a weight of 0.0994 is more weight than other dimensions. Also, the dimension of the local community and environmental dimension were also ranked second and third respectively with a weight of 0.0989 and 0.0973. Meanwhile, the component of "effectiveness" in the dimension of "human resources" with a weight of 0.261, the "economic" component in the "local community" with a weight of 0.259, and the "aesthetic" component in the field of "environmental" with a weight of 0.254, accounted for the most.
Hadi Nagibi, Adel Sherizadeh,
Volume 23, Issue 70 (9-2023)
Abstract
Nowadays, tourism, as one of the key components, has a special role in developing societies and countries. Here, urban tourism - as a significant parts of the tourism industry - has a special place in improving the economic and cultural development of cities and has turned into one of the most important, exchange yielding, and income creating industries. Nevertheless, the development of this industry in cities faces some challenges and problems. This calls for a new and integrated planning to take advantage of opportunities and face the challenges ahead. Future studies can take very effective steps in planning for the development of urban tourism and mapping out the desired future of tourism, and by presenting proper solutions, it can stop the emergence of challenges and the realization of an undesirable future. This study was working towards in line with this purpose. In the present study, using Delphi technique, 36 factors were identified as the primary factors affecting the future of the development of urban tourism in Khoy. The structural analysis method was used with the help of MicMac software to extract key factors, where 12 factors were selected as key factors. Then, the probable situations were defined for each key factor. In the next step, to measure the effectiveness of the occurrence of the status of each of the factors on the occurrence or non-occurrence of other factors, a 33 × 33 matrix was designed and given to the experts. Finally, to compile probabilistic scenarios and to identify desirable scenarios, the data for this matrix were introduced into the scenario software. ScenarioWizard software reported 1406 poor scenarios, 4 strong scenarios and 13 credible scenarios by performing the needed analyses. Examining the credible scenarios showed a relative ruling of static, critical and undesirable situations over the desirable and ideal situations. Apart from the first scenario with desirable and progressive features, the rest of the scenarios do not show a desirable future in minds for the development of tourism in Khoy.
Abbas Minai, Rahim Heydari Chianeh, Shahrivar Rustai,
Volume 23, Issue 70 (9-2023)
Abstract
the purpose of this study was to identify factors affecting the competitiveness of tourism destinations. The present study is of applied purpose and of descriptive-analytical method. The required data for the study were collected in two forms: library and field (questionnaire). The statistical population of the study consisted of incoming tourists to Ardebil city. Due to the lack of accurate statistics on the number of incoming tourists the Cochran formula was used to determine the sample size for an unlimited population. The sample size was 384 people. It was a simple accident. In order to check the validity of the questionnaire, the validity of the questionnaire was confirmed in two stages of face and face validity through the opinion of professors and experts, and divergent validity was confirmed by calculating the extracted mean variance index (AVE). The reliability of the questionnaire was measured by Cronbach's alpha and the combined reliability coefficient (cr). The results of Cronbach's alpha and combined reliability of the questionnaire confirmed the validity of the questionnaire. Spss and lisrel software were used for data analysis. The findings of this study showed that creativity and sustainability of tourism destinations have a positive and significant effect on the competitiveness of urban tourism destinations. The results also showed that the impact of sustainability of tourism destinations on the competitiveness of tourism destinations is more than the creativity of tourism destinations
Taghi Ashouri, Morteza Dosti, Seyed Mohamad Hosein Razavi, Dr Abolhasan Hoseini,
Volume 23, Issue 70 (9-2023)
Abstract
The aim of this study is to identify and rank entrepreneurial opportunities in sports tourism based on geographical capabilities and capacities in Iran. The present study was descriptive-survey and was performed by mixed method. Data collection in this study was done in two stages. In the first phase, a list of entrepreneurial opportunities of sports tourism was identified through a search of previous research, as well as interviews with 17 people. In the next step, experts' opinions on these statements were obtained using the Delphi method. Finally, eight subfields of entrepreneurial opportunities are ranked based on Iran's geographical capacity in four temperate and humid climates, hot and humid, cold and mountainous, hot and dry, using a software program and a multivariate regression test. Based on the results, it can be said that along with economic, political, cultural factors, etc., the diversity of climate and geographical capacities is effective in the emergence and selection of opportunities. By analyzing the data, we can say that each of these opportunities has been used with different levels in Iran's four climates. Some opportunities in one climate take precedence over others. Authorities of tourism and sport in their short-term and long-term planning and planning should be instrumental in improving sport tourism by these opportunities.
- Ahmad Hosseini, - Mostafa Khoshnevis, - Mohammad Reza Jafari,
Volume 24, Issue 73 (6-2024)
Abstract
Old trees as the most important genetic reserves of the country have great importance and value in various aspects of ecology, forest restoration management, ecotourism and even history. In this research, after identification of the old trees in the forests of Ilam province, their morphological characteristics including DBH, trunk height, total height, crown length, min & max crown diameter, crown health, crown firmness, crown symmetry, Trunk health and trunk shape were examined. The selection of old trees was based on DBH criterion. After the forest survey, 43 old trees including 5 Petrocarya fraxinifolia, 5 Ulmus glabra, 11 Fraxinus rotundifolia, 3 Celtis caucasica, 4 Platanus orientalis, 4 Ficus carica, 7 Olea europea and 4 Cupressus sempervirens were identified. The results showed that among single-stranded trees, P. orientalis had the highest mean DBH (171 cm), total height (15.8 m) and trunk height (6 m), and among multi-stranded trees O. europea had the highest mean DBH (260 cm). P. fraxinifolia and U. glabra had the highest mean of crown length (11 m) and F. rotundifolia had the highest crown area (195 m2). The highest percentage of single-trunks belonged to the P. fraxinifolia (80%) and C. caucasica (67%). The highest percentage of healthy trunks belonged to C. sempervirens (50%) and O. europea (50%) and the highest percentage of healthy crowns belonged to P. fraxinifolia (100%), C. caucasica (100%), P. orientalis (100%), O. europea (100%) and F. carica (100%). The highest percentage of crown symmetry was belonged to C. caucasica (100%) and the highest percentage of crown freshness was belonged to P. fraxinifolia (100%), F. rotundifolia (100%), C. caucasica (100%), P. orientalis (100%), O. europea (100%) and F. carica (100%). Based on the desirable morphological characteristics of old trees, it is possible to help the strengthen and restoration of Zagros forests by producing resistant seedlings from their seeds.
Key words: Old trees, Morphology, Oak forests, Ilam.
Ali Rostami, Mohammad Aidi, Alireaza Slambolchi, Mohammadreza Rabiee Mandejin,
Volume 24, Issue 73 (6-2024)
Abstract
Tourism is now considered as one of the most important income industries of the world. Tourism as one of the main and basic approaches can be used in solving problems resulted from unemployment problems and downturn in different countries and the twenty-year vision of Iran specially consider tourism and attracting tourists. The huge volume of the tourists in the world are religious tourists and most of these religious tourists choose Mehran international border for entry and exit from Iran for doing pilgrimage and their religious affairs due to being safe and vicinity to The Holy of Holies in Iraq. This research aims at designing and explaining religious tourism model in Mehran International Border. Having determining the sample size qualitatively via snowball method, 14 experts of religious tourism including academics and trustees of religious tourism were recognized and they were interviewed directly and the research findings showed that religious tourism pattern in Mehran International Border has six main components including casual conditions (religious and tribal communities, provincial infrastructures, common border of Iraq and vicinity to The Holy of Holies, advertisements) categories (tourism and its subcategories, religious places in Iran and Iraq, security) grounds (commercial free zone in Mehran welfare and health services, economic part of religious tourism), interferer factors (political factors, conveying affairs to non-governmental sector, weather changes), strategies (cooperating with educational centers and universities, increasing governmental investing, using capacities of religious days) consequences & results (income and creating jobs, people’s persistence in border and non-immigration, cultural development of province, destruction of environmental, road and jungles of province) which could be introduced as a proper pattern for religious tourism in Mehran International Border according to the opinion of experts.
Keywords: tourism, religious tourism, pilgrimage, Mehran International Border.
*Corresponding author: Email: M.aidi@ilam.ac.ir
Habibeh Nabi Zadeh, Elham Cheraghi, Seyyed Moein Moosavi Nadoshan,
Volume 24, Issue 74 (9-2024)
Abstract
Considering the factors affecting the conversion of places and destinations to the tourism brand of the prevalence of tourism development in each region. Because these factors play an important role in the conversion of tourism destinations, and on the other hand, the conversion of a destination to its tourism brand is also a factor in developing more tourism in purposes. Considering the importance of this issue, the present study aimed to investigate the factors and stimuli effect on increasing the transformation of urban and rural areas to tourism brand in Guilan province. The present research is in terms of purpose, applied and method of doing it. The data collection tool and the questionnaire and interview information. The statistical population of the research is experts and tourism specialists in Guilan province, using targeted sampling method, 50 experts were selected as samples. To answer the research questions, the binary logistics model and qualitative analysis were used. The results of the research indicate that linear and meaningful communication has existed with the factors and stimuli of the research with the conversion of urban and rural places to the tourism brand. Also, the results showed that among the five factors in question, three factors of diversity of job opportunities, culture and natural assets and local infrastructure have had the most effects on the transformation of urban and rural areas in Guilan province for tourism brand.
