Identification and Determination of Dimensions of Tourism Management Model in Tehran

Mahmood Ziyaei Associate Professor, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran Davoud Abbasi Karjegan* Ph.D. student of Tourism Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran Gholamreza Kazemian Assistant Professor, Department of Public, Urban, and Entrepreneurship Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran Mahdi Karoobi Associate Professor, Department of Tourism Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran

Received: 2015/05/24 Accepted: 2015/10/10

Abstract: Tourism, as a modern phenomenon, has an economic nature. It is of great The Scientific-Research importance for those countries having this capacity. The purpose of this Quarterly Journal of Urban research is identification and determination of dimensions of tourism Economics and Managementl management model in Tehran based on managers and experts’ opinions in ISSN: 2345-2870 tourism field by using the ramification pattern of the tertiary branches for Indexed in: ISC, SID, designing and developing urban tourism management model in accordance Noormags, RICeST, Ensani, with economic, socio-cultural, political and environmental conditions of Magiran Tehran. This research has quantitative entity. It is applied in terms of purpose www.Iueam.ir

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 done in descriptive-survey method. To collect primary data, the assessment Vol. 4, No.13 tool in the form of closed questionnaire included 55 items in five options Winter 2016 Likert scale was designed after studying theoretical foundations and literature Pages: tourism subject. Face and content validity were used for questionnaire. To assess reliability, Cronbach’s alpha coefficient was used and the value of 0.94 was estimated. Statistical sample were 400 academic experts and managers in the field of tourism in Tehran. 371 valid questionnaires were collected from them. In this research, three hypotheses were proposed, and for data analysis, factor analysis and structural equation modeling were used as well. The results of the data analysis show that factors affecting the management of urban tourism in Tehran are in three dimensions including structural, environmental, and content. Designing three-dimensional model of urban tourism management based on the pattern of three ramifications can be a base for tourism policy and planning in Tehran. Keywords: tourism, Tehran tourism, Tehran, management, model JEL Classification: G20, Q01, R10, C30, N95

*Corresponding Author: [email protected] A Quarterly Journal of Urban Economics and Management ______118

1- Introduction in 2009 (UNWTO Tourism Highlights, Cities are considered as a place for 2010). Increasing the number foreign leisure and recreation in addition to living tourists from 25 million people in 1950 to and working environment. Tourists take 1 billion and 35 million tourists in 2012 advantage of many attractions and in the world indicates developing and facilities of cities for recreation. Physical growing trend of this industry (UNWTO and social structure of urban environments Tourism Highlights, 2013). In addition, prepares suitable condition for tourists the estimations of UNWTO for the future and it provides a wide variety of tourism indicate that the growth of this industry opportunities for them (Ziyaei and will be highly accelerated and it may Abbaspour, 2011). That is why city reach to 1.6 billion tourists by 2020 management generally looks urban (http://www.unwto.org/facts/eng/vision.htm). tourism as a necessity in developed Tourism industry is dynamic with countries and applies all its capacities and unique features including important part potentials to activate this gainful and of economic and product activities of profitable sector. developed and developing countries Tourism is a multi-dimensional and (UNWTO, 2007). Tourism management multi-sectoral phenomenon that it has an is of great importance because of its important role in the growth and service-based nature (Ziyaei and development of tourism areas and Torabahmadi, 2013). Organization for destinations as a profitable economic Economic Co-operation and Development activity. Tourism, as a modern phenomenon, (OCED), with relatively limited definition originally has an economic entity (Papli of tourism, has concluded that tourism is Yazdi and Saqayi, 2006). It has a the second largest sector of services in

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 particular role and importance for those international experiences after banking countries having this capacity. Tourism and it is a source of life for many countries. industry has changed into one of the most For instance, tourism constitutes profitable industries in the world at the 14% of GDP1 in France, 16.1% in Italy, beginning of the third millennium. Direct 12.8% in Britain, and 12% in the U.S. It and indirect interests in the development has been one of the three important of this industry could provide economic revenue resources and the biggest exporting growth as well as employment for services in most estates of the U.S. millions of people in the world. Over the (Martin, 2005). The world tourism industry past six decades, tourism industry could has earned $ 3.1 trillion from one billion achieve high growth as well as significant and 35 million tourists in the world in 2012, expansion compared to other economic including 6% of the total value of exports sectors. The number of tourists has of goods and services. In addition, 9% of reached from 25 million people in 1950 to GDP and one job out of 11 employments 277 million people in 1980, 438 million have been related to this industry tourists in 1990, 528 million in 1995, 681 (UNWTO Tourism Highlights, 2013). million in 2000, and 880 million tourists 1- Gross Domestic Product(GDP) 119 ______Identification and Determination of Dimensions of Tourism Management …

Diagram1.Estimation of tourism rate during 1950 to 2020 Source: (World Tourism Organization)

According to the WTO1 and document of cultural heritage and COMCEC2, 3 million and 354 thousand tourism,” Iran’s share of global tourism tourists visited Iran in 2011 and the should be increased from 0.09 in 2004 to amount of the proceeds from their entry 1.5 percent by 1404. It means absorbing was 2 billion and 381 million dollars about 20 million tourists, increasing (UNWTO Tourism Highlights, 2013); Iran’s share from 0.07 per cent to 2 per Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 (COMCEC Tourism Outlook, 2014). In cent in 1404, and earning about $ 25 addition, according to the last report of billion income from tourists entering into WTTC, the average direct share of travel the country. and tourism GDP was 8.2 billion dollars The importance of tourism does not in Iran in 2013 and travel and tourism only limit in the economic dimension; it sector has created 414500 jobs directly has been noted and emphasized in our (1.9% of total employment) (Travel & religious culture as well. There are many Tourism Economic Impact, 2014). Thus, verses in the Holy Quran, which directly we see that tourism sector has great or indirectly refer to tourism (Shafaqi importance and potential for economic et.al, 2012; Karimian Sardashti, 2004; development and employment in Iran. On Yaqubi, 1998). the other hand, according to the Tourism plays an important role in predictions in “development perspective the process of cultural convergence of Islamic countries in various forms including recreational, commercial, 1- World Tourism Organization 2- Standing Committee for Economic and Commercial religious, sporting, pilgrimage and the Cooperation of the Organization of Islamic Cooperation

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growth of socio-economic products, unity for investing, and preparing and creating of Islamic societies, development and appropriate and commercial structure of evolution of values, traditions, and urban management products for many city customs are influential in scientific managers and officials. The importance of interactions (Shamaei, 2009). Moreover, urban tourism in developing countries is tourism attracts passengers to metropolises to the extent that mayors compete with i.e. revenue and profit for organizations each other in creating infrastructures and that tourists spend in them. On the other new tourist attractions, as well as introducing hand, necessary facilities are provided for their city. Officials of cities such as Paris, tourists in metropolises. Obtained revenue Beijing and Madrid try to help city from tourism creates more income, development with the growth of tourism money transfer, and finally urban industry. There is strong competition economy boom in metropolises (Alvani among different city mayors in Italy. and Dehdashti, 1984). In fact, tourism has They actively advertise their services to shaped a strong foundation in the tourism agencies (Dinari, 2010). dynamism of urban economy in Generally, it can be said that tourism metropolises and it has a direct attractions in each area is considered as a relationship with tourist index in part of its particular capital. The metropolis environments. Generally, development of this industry in developed tourism is considered as an essential and industrial countries results in resource to maintain earnings and capital diversification of revenues, reduce in accumulation in metropolises in post- imbalance in economy and developed modern era; therefore, metropolises try to countries, opportunity for exports, achieve a great and stable position in the generating foreign exchange, and creating

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 international map of tourism (Russo & employment (Witt and Moutinho et al., Borg, 2002). 1994). It requires effective management Historically, one of the revenue of tourism destinations. Destination resources of cities is providing services management is the most difficult issue and facilities to people; therefore, one of that tourist managers confront with them the duties of city management system is in the 21th century. It needs the preparing the proper ground for interpretation of new rules of the game, economic, social, and cultural activities and redefinition of performance, by presenting worthy services with high effectiveness and productivity on a global quality. Presenting service activities such scale (Buhalis & Costa, 2006). Tehran as recreational and catering facilities pave has the ability to exploit the economic the way for progress and development of and cultural opportunity with different urban tourism (Timothy, 2005). In fact, tourist attractions. Optimal utilization tourism is one of the important economic requires effective tourism management issues that needs evaluation of competition based on a model appropriate with the environment, defining and determining conditions of this metropolis. goals, judgment among various options 121 ______Identification and Determination of Dimensions of Tourism Management …

There is a strong interactive effect 3. Context (environment) dimension: among economic, political, environmental, context factors: they include environment and social elements in tourism activity and external conditions affecting structure (Lee, 2000). Therefore, developing tourism and content dimensions (Mirzayi management model for Tehran needs Aharnajani, 2002) and include influential identifying influencers on this field more variables of national and international than anything else. In this regard, the environment. main goal of this research is identification The relationship between structure, and detection of urban tourism components content, and environment factors is so and indexes in Tehran. Three-dimensional that no phenomenon or event in urban model was used for this purpose. tourism field can occur without the According to presuppositions of this interaction of these dimensions. It reveals model, it can be said that each theory proposing theory in the three-dimensional presenting about tourism management in framework and helps us in developing Tehran should include three following tourism management model appropriate main dimensions: with Tehran’s ecosystem. 1. Structural dimension: structural elements include all elements, factors, 2- Literature Review and physical and inhumane conditions There is a disagreement regarding joining with discipline and certain research in urban tourism field. Some regularity, and forming tourism researchers noted “evident complex entity management framework of Tehran. There of urban tourism and limited research in are management structure, technology, this field” (Edwards et al., 2008) while and software and hardware support some others believe that emphasizing on

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 systems in line with policy-making, limited research is not acceptable in this planning, and targeting Tehran’s urban field considering that this area has been tourism at this level. known as a developed one before. Only a 2. Content dimension: this level simple search using the word “urban includes all related factors with human tourism” indicates that there are 800 cases forming the content of the structure. In of relevant literature at Leisuretourism.com this regard, all factors related to involved and 1300 sources at Scopus citation people in this process such as managers, database. This shows a logical situation of employees in related organizations, research in urban tourism field (Ashworth tourists, and host society form the main & Page, 2011). It seems that the reason of content of Tehran’s tourism management disagreement is overlapping different structure. Content or behavioral level; it types of tourism with each other. Some of includes objective and observable events Iranian and foreign researches in urban that they are the consequences of policy- tourism will be mentioned in the following: making and decision-making of involved a) Foreign researches organizations in tourism field. In this regard, the researches done by Mbaiwa (2010) entitled “Makgadikgadi

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Framework Management Plan” can be Azadi (2013) believed that researches mentioned. in the field of tourism in Iran have been This project has been implemented addressed to urban tourism from the by Department of Environment, Ministry perspective of its economic benefits, of the Environment, Wildlife and consumer behavior (tourist) in tourist Tourism of the Republic of Botswana destination, as well as tourist attractions with cooperation of applied research center of a city as tourist destination. aiming to organize tourism condition in Ziyaei and Abbaspour (2011) in a Makgadikgadi National Park that is the research entitled “Tehran’s quality world’s largest salt desert (Department of assessment of urban tourism product from Environmental Affairs & Centre for the perspective of inland tourists” Applied Research, 2010). concluded that Tehran has several The research team investigated potentials for attracting tourists, but it is possible models of tourism operations and not in a good position in competitive their appropriateness for ten selected tourism market due to lack of areas at Makgadikgadi national park understanding the expectations and having tourism potential and they preferences of tourists. suggested following appropriate models: Ziyaei and Farmani (2011) studied - Government Tourism Models individual and professional qualities of - Private Sector Investment and tour leaders in Tehran from the Operational Models perspective of European tourists by using - Community-Based Tourism Models performance assessment model. - Donor-Development Agency Models Tavangar et.al, (2013) examined and Modsching et.al, (2008) used global analyzed tourism management structure

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 technology and locating for preparing in two pilgrimage cities of Vatican and spatial distribution map of urban tourists Holy Mashhad in a comparative study by in order to detect their network behavior using tourism destination management and modify spatiotemporal budgeting model. The results indicated difference in method. Shoval & Raveh (2004) did the structure of management, organizing another research for identification of tourism, the type and combination of routes used more by urban tourists. tourism in the mentioned cities, and McKercher & Lau (2008) in a study success and superiority of Vatican in studied way of tourists’ movement in a absorbing and organizing religious and tourist destination using Global non-religious tourists. Positioning System (GPS) based on six Noting that poor managerial key factors including: areas, the number inefficiencies of tourism facilities and of trips per day, number of stops, services have caused many losses to city participation in one-day economic tours, tourism of Holy Mashhad, Zargham and participation in particular trips, and multi- Tohidlou (2011) considered determining stop travel models optimum model for effective management b) Iranian Researches and organizing tourists’ affairs as 123 ______Identification and Determination of Dimensions of Tourism Management …

inevitable necessity. They asked the in spring 2013 has indicated that Holy opinions of experts regarding current and Mashhad, Tehran, Shiraz, Isfahan, ideal state in Holy Mashhad by using Qazvin, and Qom had the most number of destination management Ritchie and travels. It is necessary to consider that Crouch model. The result showed that tourism model is different in these cities there is a gap between the desired and regarding the type of travel. Most travels current situation in all indexes of this were overnight stay in Holy Mashhad, model. Tehran, Shiraz, Isfahan, and Qom, and they were without overnight stay in Rasht 3- Theoretical Principles and Qazvin (the results of the survey of Urban tourism is a mutual performance national tourists- spring 2013). of tourist-host, creating tourism environment The analysis of available data for the regarding travel to urban areas with city of Tehran in the report of “the results different motivations, visiting tourist of the survey of national tourists- spring attractions, and using facilities and 2013” has indicated that Tehran was services related to tourism. It remains hosted the most with 3461796 travels different impacts on urban economy and after Holy Mashhad. 2504105 travels environment (Papli Yazdi and Saqayi, (72%) were overnight stay and other ones 2013). Since cities are prime tourist (28%) were without overnight stay destinations, and many of their attractions showing considerable capacity of Tehran are interested by tourists, this form of in this field. tourism in cities also comes with some Experts believe that big cities have sort of leisure (Rahnamayi, 2013). Today, large and diverse capacity in tourism cities, both as tourist’s origin and products sector (Rahnamayi, 2007). Cities

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 destination, have particular position. like Paris, London, and New York have Many experts believe that urban tourism many attractions. Cities are the first and will be on the first rank in the future the most important spaces in France among other types of tourism due to considered and visited by tourists (Kazs speed of communication, increase in and Putyh). Tehran has also necessary citizens’ level of culture and their living capacities for tourism. This is the largest standards (Kazs and Putyh). Therefore, city in the Middle East and the 16th most cities should be designed based on populated city in the world. It can be tourism; they will have recreational considered as one of the most important approach in future (Pourahmad, 2013). metropolises. Tehran, a capital with more Urban tourism is considered as one of the than two hundred years old, not only is positive consequences of globalization in the political and commercial-administrative this approach emphasizing on localizing center of Iran, but it is also recreational, features and attractions (Papli Yazdi and sporting, scientific, and research center. Saqayi, 2013). Tourism has many Each of these places has tourism value adherents in Iran. Studying 20 important with particular attraction to absorb cities in Iran regarding number of travels different types of tourists. Tehran has

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many tourist attractions. Typologically, not reliable due to lack of report progress, manmade attractions are dominant with reports of Statistical Center of Iran having national function level. The indicate that the average time that up to studies of “Tourism Master Plan of 15-year-old population devoted their time Tehran” indicate that 46.34% of Tehran to recreational and cultural activities province’s tourist attractions are during autumn 2008 to spring 2009. The manmade, 37.8% cultural ones, and results of statistical project of leisure time 15.58% natural with local function level (spring 2009) show that this time reached utilizing mostly by one-day tourists living to 10 minutes in winter 2008 and 19 in Tehran. In addition, the results show minutes in spring 2009 from 8 minutes in that city of Tehran has 79.2% of total 48 autumn 2008. Thus, it seems that city national attractions in Tehran Province management should plan for spending (Ziyaei and Abbaspour, 2011); therefore, citizens’ free time. One of the options in it can be said that Tehran may become this matter can be the use of this capacity one of the urban tourism hubs if for development and promotion of urban infrastructure facilities and services of tourism in Tehran. Although tourism tourism are provided and tourism issue and its effect on development destination management is applied process of city is not to be considered in effectively. many urban development projects. (Kazs Unfortunately, Tehran’s attractions and Putyh), the growth and development are less considered by tourists. Bustle, of tourism industry in recent decades, crowds, traffic, air pollution and many considering it as one of the major other items may be counted as its reasons. economic activities by developed and These factors result in leaving Tehran developing countries, and the competition

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 those who visit this city for business, of most destinations for absorbing tourists office, and medical tasks. However, good have made planners pay attention to two conditions can be prepared with important subjects for increasing obtained appropriate planning for those who visit revenues from tourism activities. Firstly, Tehran in order to devote much time to increasing tourists’ satisfaction and enjoy its attractions. All factors affecting promoting the enjoyment and quality of in decision-making should be regarded the tourism experience, and secondly and involved for urban tourist attractions trying to protect the interests of host planning in order to choose the best communities (Kazemi, 2013). However, option among available alternatives the research results of Ziyaei and (Inskeep, 1991). This requires appropriate Abbaspour (2011) show the City of model for urban tourism management and Tehran is not in a good position in decision-making in its framework. One of competitive tourism market due to lack of the very relevant fields with urban understanding tourists’ expectations and tourism is the issue of free time. Even preferences despite having many capabilities though presented statistics regarding for attracting tourists. Entering into the ways of spending leisure time in Iran are competitive market of urban tourism 125 ______Identification and Determination of Dimensions of Tourism Management …

sector and competition with other countries high capacity, but exploiting it requires for absorbing tourists require attention management and planning. and development of a comprehensive and Towers (Azadi and Milad), Bazaar, predefined roadmap and framework. Its City Theatre, Ghazali Cinema Town, achievement is possible through designing museums (time, national museum of Iran, and developing Tehran’s tourism contemporary arts, nature and wildlife, management model. Holy Defense Garden Museum), Geographical location is one of the spectacular palaces (Sadabad, Golestan, city’s capabilities in absorbing tourist. and Niyavaran), recreational-sporting Cities may be ports of entry and exit of parks (Iranian, Mellat, Saei, Nahjolbalagha, tourists into a country or region. They Javanmardan, Jamshidiyeh, water and may change into a base for tourists fire, etc.) forest parks (Chitgar and travelling into areas near that city (Kazs Lavizan), shopping centers (Hyper star and Putyh). Tehran, as a capital, has this and Tehran Mal), and many other capacity. Many foreign tourists start their historical and religious places are some of program from Tehran. There are few Tehran’s tourist attractions. Meanwhile, places in the world that can reach to ski some tourist attractions have trans-regional resort from downtown in less than an capacity to absorb tourists such as hour while this is possible in Tehran. Touchal cable car and Chitgar Lake. Museums are one of the other places Tehran has many valuable actual and absorbing urban tourists. Urban tourism potential facilities with historical, natural, has high capacity to absorb tourist in social, and cultural talents in terms of Tehran particularly in the museum sector. tourism and a variety of programs have Visitors’ statistics from two important been implemented so far aimed at

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 museums in Iran (money and time) during developing tourism in this area for this 2000 to 2012 indicate that the highest purpose. These programs could partially number of visitors from time museum in apply some part of natural, historical, and 2000 and 2001 has been 45 and 38 cultural capital of this area in the service thousand people respectively and to of tourism and they could help tourism money museum in 2005 and 2008 were development. These achievements are 29 and 28 thousand visitors as well. It slight compared to its talents and shows fluctuations and failure to maintain capacities. They could not develop the stability in the process of increasing area successfully and appropriately in visitors so that 50 thousand people visited accordance with its talents and facilities. these two places totally in 2011 and it has Perhaps one reason is that these programs been reduced to 36 thousand visitors in and models are often drawn from 2012. This decline is 58.8 per cent for quantitative, intellectual and economic money museum and 12.1 per cent for approaches. They could not identify the time museum (Tehran’s statistical sheet, issues of urban tourism development in 2012). Thus, it seems that this sector has Iran and similar societies and show us favorable development strategies of

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tourism (Kazemiyan and Azadi, 2011). 4- Research Method Looking at the results of the study shows This research has quantitative entity that undoubtedly, tourism management and it is applied in terms of purpose done style has an important role in its results in survey-descriptive way. Its main and consequences. Experts believe that purpose is to identify and prioritize the the most important factor in tourism model. The scope of research factors development of an area is how to manage affecting Tehran’s tourism management is these activities (Papli Yazdi and Saqayi, urban tourism in Tehran in summer 2015. 2013). Important steps can be taken in Library deeds and documents were planning and organizing tourism industry used as well as research-made by identifying and analyzing elements questionnaire for data collection. To and components of the tourism system prepare questionnaire, after investigating and their relations and interactions with theoretical principles and literature of each other (Ebrahimzadeh et.al, 2012). urban tourism, legal documents related to The management and the order of urban tourism in Iran were studied. The indexes tourists’ affairs, including foreign or and components were detected and Iranian, require effective management. extracted by analyzing laws, regulations, Currently, it is one of the most important and circulars, and generally legal-written urban tourism industry issues. However, documentation in tourism field. For this the results of some researches indicate purpose, referring to the database of that the trustee organization for tourism Majlis Research Center, the word tourism (Iran Cultural Heritage, Handcrafts and was searched from 2001 to December 22, Tourism Organization) does not have 2014. Its result was 206 records. In other designed structure and functions for words, the word “tourism” was applied

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 management and marketing to Iran’s 206 times in the Majlis Research Center’s destination. Foreign marketing activities documentation. of destinations and development of 14 deeds related directly with internal activities of destinations that are tourism were detected after examining all considered as the most important duties contents of found records. The of destination management are not perspective and development strategies of accomplished effectively in this Tehran city and second 5-year plan of organization currently (Farzin and Safari, Tehran Municipality (2012-2018) were 2009). Therefore, it seems that there are detected and analyzed in the documents. various reasons despite existing flaws and Finally, according to library studies, weaknesses in tourism arena, but they all developing theoretical principles, and can be considered relevant with tourism literature in urban tourism, the second management model; this research tries to chapter of thesis was selected as one of identify dimensions and components of the analyzable documents. The final list Tehran’s tourism management model. of relevant documents that have been used to analyze has been coded and shown in table1. 127 ______Identification and Determination of Dimensions of Tourism Management …

Table1. Used documents for analysis Code Document Title 01 Perspective Document of the Islamic Republic of Iran 1404 Tourism from perspective of Supreme Leader (Zeyd Azeh); a report of Majlis Research 02 Center, Serial number: 13089, date: July 22, 2013 The general policies of the Fifth Plan for Economic, Social and Cultural Development of 03 Islamic Republic of Iran 04 Fifth Plan for Economic, Social and Cultural Development of Islamic Republic of Iran 05 Perspective Document development of cultural heritage and tourism 1404 06 Cultural heritage and tourism law enacted on January 13, 2004 Law to include provisions to regulate part of government’s financial regulations enacted on 07 November 6, 2005 in the parliament, Subject of Article 224 of the fifth five-year development plan law with applying reforms Prospects and development strategies in Tehran based on structural -strategic development 08 plan in Tehran (Tehran master plan) 09 Second Five-Year Plan of Tehran Municipality (2014-2018) 10 Act of the Council of Ministers, October 16, 2005 11 Act of the Council of Ministers, October 25, 2006 12 Act of the Council of Ministers, November 1, 2006 13 Act of the Council of Ministers, January 10, 2007 14 Act of the Council of Ministers, June 29, 2008 15 Act of the Council of Ministers, November 1, 2008

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 16 Act of the Council of Ministers, June 19, 2013 17 Theory and literature of tourism (second chapter of the thesis) Source: (Researchers’ studies)

Content analysis method was used to analysis has been shown in table2. Then, analyze documents; therefore, 77 in order to determine increase the statements connected with tourism were reliability and validity of the model, a detected and selected based on analysis questionnaire was set and the importance and interpretation of statements by of each component and indicators was studying 17 obtained documents in the determined by asking the opinions of first step and applied key words in them academic experts and activists in the field and related component(s) were of tourism. Finally, conceptual model of determined and they were devoted to one research was designed based on three- of the structural, environmental or dimensional model including structural, contents dimensions. A sample of environmental, and content.

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Table2. Content analysis of documents related with tourism Source Row Statement Analysis/ interpretation/ key words Component Dimension Code Having advanced knowledge, - Increase in the share of human resources capable to produce science in national product and technology, dependent Human 1 01 - attention to the role and importance of structural on top share of human human resources in tourism field (managers, resources resources, social capital and officials, academic experts, governmental national product and no-governmental experts and specialists) Obtaining the first economic, scientific, and technologic position in Southwest Asia region (including Central - Using the capacity of tourism to achieve Asia, the Caucasus, the first economic position Middle East and neighboring - The role of tourism on economic growth countries) emphasizing on Economic 2 01 environmental software and science - The relationship between the revenue of environment production movement, rapid per capita and tourism and continuous economic - The relationship between employment growth, relative promotion in and tourism revenue of per capita and achieving to full employment

Having constructive and - Using the capacity of tourism for influential interaction with influential and constructive interaction International 3 01 the world based on dignity, with the world Environmental environment wisdom and expediency - Absorbing tourists and helping to principles interact with other countries effectively and constructively Tourists have different motivations in visiting urban - Tourists’ motivations and goals Tourists’ 47 74 environment and they follow Content behavior Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 various goals as well. (Hall & Page, 1999) Behavioral features of tourists can be divided into four groups including; Selectivity, Tourists’ 47 74 - Tourists’ behavioral characteristics Content speed, non-repetition and behavior variety seeking. (Ashworth & Page, 2011) Source: (Researchers’ studies)

Following hypothesis were designed 3. Content factors affect Tehran’s and tested according to researches and tourism management model. studies based on three-dimensional The statistical population includes model: academic professors, managers, and 1. Structural factors affect Tehran’s active experts in the field of tourism in tourism management model. travel agencies and governmental and 2. Environmental factors affect private organizations related with tourism Tehran’s tourism management model. in the city of Tehran. 400 questionnaires were distributed among them. Invalid 129 ______Identification and Determination of Dimensions of Tourism Management …

questionnaire was removed after primary by academic professors and experts. The collection and studies, and finally the reliability was 0.93 in pre-test and 0.94 in analysis was accomplished by using 371 the original test using Cronbach’s alpha questionnaires. The measurement tool has coefficient based on 30 distributed been designed in the form of response questionnaires among statistical population. package questionnaire including 55 items The reliability of the questionnaire was in Likert five-option scale. The items confirmed at an acceptable level. The were designed carefully in order to be result of test reliability of measurement simple and clear enough. Face and tool (dimensions and the questionnaire content validity of the questionnaire itself) in pre-test and original test has (dimensions and items) were confirmed been shown in table 3.

Table3. Test reliability results Pre-test Original test

Number Dimension Cronbach’s alpha values Cronbach’s alpha values

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 of items

Structural 33 0.776 0852

Environmental 71 0.763 0.785

Content 71 0.791 0.845 Total 77 0.933 0.944 questions Source: (Researchers’ studies)

SPSS-20 and LISREL-8.5 soft wares implicit variables (Zampetakis & were used for initial data processing and Moustakis, 2006). It examines the statistical tests, and structural equation relationships between the observed modeling respectively. This type of variables (questions) and latent variables modeling is a method used to indicate, (structures) using model fitting tests. This estimate, and test of hypothesis about the method has been used in this research in causal relationship between explicit and order to examine the relationship among

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three-dimension (structural, environmental, per cent were women. In terms of age, and content) and Tehran’s tourism 58% of respondents were between 25 to management model. 35 years old. In terms of education, 72% of them had B.A. degree and 85% of 5- Research Findings them were experts in terms of occupation. Descriptive findings indicated that 52 Table 4 shows further information with per cent of respondents were men and 48 respect to demographic characteristics.

Table4. Respondents’ demographic characteristics Without Faculty Category Male Female Manager Expert Without response response member Frequency 781 743 1 31 373 71 3

Percent 52.2% 47.8% - 10.60% 85.05% 4.35% -

Variable Education Without Category Diploma A.A B.A M.A Ph.D response Frequency 7 7 171 47 71 17

Percent 0.29% 1.44% 72.05% 21.61% 4.61% -

Variable Experience (year) Without Category To 5 1 -71 77 -77 71 -11 17 -17 response

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 731 777 37 11 7 71 Frequency

Percent 38.72% 42.90% 9.75% 7.24% 1.39% -

Variable Age Without Category To 17 17 -37 37 -77 77 -77 response Frequency 14 117 717 71 71

Percent 7.61% 57.75% 29.30% 5.35% - Source: (Researchers’ studies)

Three hypotheses based on the Summary of results of the tests, model impact of structural, environmental, and premises, and the relationship between content factors on urban tourism model hidden variables (three-dimension of the were proposed and tested in this study. model) have been shown in tables 5 and 6.

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Table5. Average, standard deviation, and covariance matrix of latent among latent variables Significance variables Average Standard deviation covariance matrix of latent level structural 3.872 1.22 0.000 1.93 environmental 2.963 1.46 0.001 1.72 1.85 content 2.652 1.34 0.000 1.54 1.68 1.77 Source: (Researchers’ studies)

Table6. The results of structural equation modeling Significance Standardized path Error level T-Value Variables level coefficient

0.039 28.07 0.000 0.82 structural γ7

0.056 14.26 0.001 0.77 environmental γ1

0.049 14.12 0.000 0.75 content γ3 Source: (Researchers’ studies)

As it has been shown in the above (1995) and Shook et.al. (2004), these tables, according to the statistical tests, it criteria are Chi square indices (χ2), can be said that regarding three variables, Goodness of Fit Index (GFI), Adjusted relevant statistics were significant and Goodness of Fit Index (AGFI), Normed research hypothesis based on positive and Fit Index (NFI), Non-Normed Fit Index direct impact of three-dimension (NNFI), Comparative Fit Index (CFI),

Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 (structural, environmental, and content) Root Mean Square Error of on urban management model are Approximation (RMSEA). If equity confirmed. hypothesis of variance-covariance matrix Factor analysis and structural is confirmed and the value of GFI, IFI, equation modeling in two steps were used NNFI, and CFI indexes to be more than to assess model fitness. The results have 0.9 and RMSEA to be less than 0.1, the been shown in diagrams 1 and 2. Several model will be appropriate and acceptable criteria are used in this method in order to (Kalantari, 2009; Hooman, 2011; Qasemi, examine the significance of models. 2010, Arbuckle, 2011). According to Baumgartner and Homburg

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Diagram2. Factor analysis and influential factors on urban tourism management (step1) Source: (Software output) 133 ______Identification and Determination of Dimensions of Tourism Management … Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021

Diagram3. Factor analysis and influential factors on urban tourism management (step2) Source: (software output)

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As it has been specified in table7, the is confirmed according to the obtained first criterion is (χ2) test results. It value (1.547). In addition, the values of collects equality hypotheses of variance- other criteria in table 7 indicate that the covariance matrix and tests fitted model. model is in good condition in order to The results indicate that an equality explain and fit. hypothesis of variance-covariance matrix

Table7. Model fitness indexes Index Obtained value Acceptable value 2 X /df 1.547 Less than 3 NNFI 0.94 More than 0.9 NFI 0.93 More than 0.9 GFI 0.93 More than 0.9 AGFI 0.94 More than 0.9 CFI 0.92 More than 0.9 RMSEA 0.067 Less than 0.1 Source: (Researchers’ studies)

In this regard, it can be said that the according to the results, the direction of extracted model can be a suitable tool for Tehran’s urban tourism management can designing and developing Tehran’s be suggested as follows: tourism management model. Therefore,

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Figure1. Suggested model for Tehran’s tourism management Source: (Researchers’ studies)

Friedman test was used in this from the perspective of respondents. research to determine priority and Friedman test is used to examine the importance of three-dimension model equality of prioritizing (ranking) numbers 135 ______Identification and Determination of Dimensions of Tourism Management …

of dependent variables by people from the perspective of respondents or in (Momeni and Fa’al, 2007, page 107). In other words respondents’ ranking from fact, this test replies whether the studied factors. The results have been importance of studied factors are equal shown in table8.

Table8. The results of Friedman test

Source: (Researchers’ studies)

6-Conclusion and Suggestion for Tehran’s tourism policy-making and There is a strong interaction among planning. economic, political, environmental, and social elements (Lee, 1999). The results 7- References of data analysis presented in the previous Ahmad Akhundi, A., Barakpoor, N., Khalili, part in detail show that it is necessary to A; Sedaqatniya, S., Safiyari, R. (2014). pay attention to influential factors in Measuring urban quality life in Tehran designing Tehran’s tourism management Metropolis, journal of urban arts, Downloaded from iueam.ir at 15:58 +0330 on Saturday October 2nd 2021 model. These dimensions are structural, architecture and urban development, environmental, and content ones in order 19(2), 5-12. Benton-Short, L., Short, J. R. (2013). Cities of importance. Every element or and nature. Routledge. component that plays role in the field of Bordalo, A. A., Teixeira, R., Wiebe, W. J. urban tourism fits in one of the three (2006). A water quality index applied to mentioned dimensions. The findings an international shared river basin: the indicate that these elements should be case of the Douro River. Environmental considered in designing and developing management, 38(6), 910-920. Tehran’s tourism management model. For Cities, L. (2007). The Benefits of Urban this purpose, influential indexes and Environmental Planning: A Cities components on Tehran’s tourism Alliance Study on Good Practices and management model should be identified Useful Tools. The Cities Alliance, and detected in three-dimension form. In Washington. OpenURL. addition, it can be said that designing a Cowan, R., Hall, P. G. (2005). The dictionary of urbanism. Vol. 67. Tisbury: Streetwise three-dimension urban tourism management press. can prepare a suitable base for any attempt

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