A framework for identifying factors affecting the performance of businesses active in tourism with spiritual approach
Subject Areas :
Mahnaz Shojaee Ara
1
(Industrial Management, Qom University, Qom, Iran.)
Mohammad Hasan Maleki
2
(Associate Professor, Faculty of Management & Economics, Qom University, Qom, Iran.)
Mohammad Mehdi Rahimian Asl
3
(MSc in Industrial Management - Production and Operations, Institute for Management and Planning Studies (Affiliated to presidency), Tehran, Iran)
Keywords: performance, spiritual tourism, tourism businesses, DMATAL, CODAS,
Abstract :
The discussion of spirituality in tourism has recently been raised and the creation of peace, a sense of unity and integrity is very attractive for tourists. The aim of the current research is to identify and prioritize the factors affecting the performance of businesses active in the field of spiritual tourism. The current research in terms of paradigmatic, proof foundations; From the perspective of orientation, it is applied and from the point of view of methodology, it is mixed. 15 experts in the field of spirituality and mysticism, tourism experts, entrepreneurs and university professors in the field of tourism management in Qom province constitute the statistical population of the current research, who were selected by judgmental sampling. To carry out the research in the first stage, through reviewing the background of the subject and interviewing experts, 18 factors affecting the performance evaluation of businesses active in spiritual tourism were extracted. Then, the extracted factors were evaluated and analyzed using the Binomial test, and then the remaining 9 factors were evaluated and analyzed using the DMATAL technique. Finally, five effective factors including trust and commitment in action, marketing in the tourism industry, environmental awareness with the empowerment of tourists, the ability of businesses to attract financial resources and the priority of the tourism industry for the government were prioritized using the CODAS technique. According to the results, the use of marketing tools in the tourism industry received the highest priority from the point of view of experts.
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