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Open Access Article
1 - Designing a model for surviving and strengthening the hotel brand in the tourism industry with future studies approach through Grounded Theory (case Study: Selected 4 and 5 star hotels in Mashhad)
behnaz daneshmand Mohammad Haghighi Azim zarei golnar shojaeiBackground: hotel managers should have a positive attitude towards the development of business strategy in the future, which can include all the dimensions related to brand strengthening and promote the position and create value and provide the possibility of distinguis MoreBackground: hotel managers should have a positive attitude towards the development of business strategy in the future, which can include all the dimensions related to brand strengthening and promote the position and create value and provide the possibility of distinguishing the brand from competitors.Objective: The present study seeks to achieve the survival model and strengthen the hotel brand in the tourism industry with future studies approach through Grounded Theory in selected 4 and 5 star hotels in Mashhad.Methods:This study is performed qualitatively through Grounded Theory approach and three coding steps .field method is used to collect the data with semi-structured interview method with 12 managers of 4 and 5 star hotels in Mashhad, who have been selected using non-probabilistic sampling methods and snowballFindings: The final research model was presented in the form of a central coding paradigm and led to the design of seven .These include causal conditions (four categories), intervening conditions (three categories), basic conditions (three categories), central category under brand management architecture, strategies (seven categories), and outcomes (seven categories). future studies plays an important role in the tourism industry in terms of strategies and outcomes in the model of surviving and strengthening of the hotel brand.Conclusion: The present study shows that by using brand management architecture, it is possible to take steps to survive and strengthen the brand of hotels and achieve the desired goals by implementing the model designed that presented in this research. Manuscript profile -
Open Access Article
2 - Conceptual modeling of financial resilience of the tourism industry in crisis
Seyyede Maryam Abolhasani Komle Mohammad Hassan Gholizadeh Mehdi MeshkiIn recent years, financial resilience has become significantly more important due to Existing crises, especially the Covid-19 pandemic. The purpose of this paper is to model the concept of financial resilience of the hotel industry in Gilan. In this study, using a quali MoreIn recent years, financial resilience has become significantly more important due to Existing crises, especially the Covid-19 pandemic. The purpose of this paper is to model the concept of financial resilience of the hotel industry in Gilan. In this study, using a qualitative method of grounded theory and through a semi-structured interview technique with 25 experts in the hotel industry, via theoretical sampling method, the conceptual model of financial resilience of the hotel industry is designed in crisis. In this research, 2027 primary codes are extracted and finally classified into 111 concepts, 43 sub-categories and 18 main categories. This model is in the six dimensions of the central phenomenon (revenue management, cost management, risk organization), causal conditions (political structure of the country, tourism industry infrastructure, macroeconomy), strategies (strengthening human resourse, strengthening inter-institutional cooperation, tourism industry marketing, Optimal financing, modern technology), contextual conditions (legal contexts, cultural and social considerations, geographical location and climate of the country), intervention conditions (environmental protection) and consequences (sustainable development of the country, strengthening the capacity of the tourism industry in the face with the crisis, the development of the tourism industry in the country) was presented. The results provide useful information for hotel industry players to survive in crisis, as well as policy makers and government supervisers to develop relevant regulations Manuscript profile -
Open Access Article
3 - The effect of personality factors and environmental facilitators on entrepreneurial motivation
Hassan Majididizaj kianoosh khosraviObjective: The purpose of this study was to investigate the effect of personality factors and environmental facilitators on entrepreneurial motivation in hotel industry. Methodology: This research was descriptive-applied in terms of the nature and purpose of the survey MoreObjective: The purpose of this study was to investigate the effect of personality factors and environmental facilitators on entrepreneurial motivation in hotel industry. Methodology: This research was descriptive-applied in terms of the nature and purpose of the survey. The main tool for collecting the required information from the researcher was a questionnaire that was set up in the Likert range as a five-choice option. The statistical population of the research includes all hotel and business staff, accounting, interior, food service staff and experts who have at least 5 years of experience working in a set of travel and tourism hotels, based on the statistics of 700 people as managers and experts and staff. The sections are listed. Based on the Cochran formula and at the error level of 5%, 250 individuals were selected as sample. Due to the availability of the staff list, a simple random sampling method is used in which the chances of selecting each person to answer questions are the same. Data analysis was done at descriptive and inferential levels. At the descriptive level, statistics such as abundance, percentage, mean, mean, standard deviation and tables and columnar graphs were used. The software used was SPSS 24. To test the hypotheses, the structural equation model and Smart PLS V3 software were used. Findings: Descriptive findings showed that all research variables, with the exception of the two variables of creativity and psychological motivation, have an average of more than theoretical average. The results of the hypothesis test also showed that personality factors do not affect entrepreneurial motivation. Personality factors have a positive effect on environmental entrepreneurship environments. Entrepreneurial motivation does not affect personality factors. Entrepreneurship environment facilitators have a positive effect on personality factors. Entrepreneurship motivations have positive effects on environmental facilitators. Entrepreneurship environment facilitators have a positive impact on entrepreneurial motivation. Manuscript profile -
Open Access Article
4 - Identifying and ranking the challenges of implementing environmental management accounting in hotels
Azadeh Alsadat Torabzadeh Bafghi Mahmoud moeinadin Nasim Shahmoradi Forogh HeyraniAt present, many environmental issues worthy of attention threaten the future of mankind, and therefore, the development of methods and standards to deal with environmental issues in companies and organizations is expanding. Studies that examine the environmental concer MoreAt present, many environmental issues worthy of attention threaten the future of mankind, and therefore, the development of methods and standards to deal with environmental issues in companies and organizations is expanding. Studies that examine the environmental concerns of companies have often focused on manufacturing industries and service companies have attracted less attention. The main goal of this research is to evaluate and rank the challenges of implementing environmental management accounting (EMA) in 3–5-star hotels in Yazd. The research method is survey and qualitative. The statistical population of the research includes specialists and experts in the field of hotel management. Sampling from this community was done purposefully and finally 12 experts were selected. First, by reviewing the literature and theoretical background, the challenges of EMA implementation were identified in the form of 7 main challenges and 45 sub-challenges. A researcher-made questionnaire was compiled with 45 questions related to the challenges of EMA implementation, including technical (6 questions), cultural (5 questions), financial (4 questions), accounting (6 questions), managerial-organizational (13 questions), legal-strategic (7 questions) and individual-psychological (4 questions). The challenges were evaluated with the help of experts' opinions and using the fuzzy Delphi method, as a result of which 16 sub-challenges were extracted and ranked using the definite mean method. Then the main challenges were ranked by the Copeland technique. The results of Copeland's method showed that legal-strategic and cultural challenges are the most important, and individual-psychological challenges are the least important challenges facing the implementation of EMA in hotels. Manuscript profile -
Open Access Article
5 - Designing a Domestic Model for Classification and Grading Hotels in Iran
دکتر محسن قدمی دکتر علی اصغر صرافی زاده امیرمحسن مدنیIntroduction and Research Goal: Hospitality is of the very dynamic part of tourism industry which includes a set of administration and facilities for sleep, rest, food and beverages and entertainments. Therefore, because of the special importance of hospitality in terms MoreIntroduction and Research Goal: Hospitality is of the very dynamic part of tourism industry which includes a set of administration and facilities for sleep, rest, food and beverages and entertainments. Therefore, because of the special importance of hospitality in terms of job creation, economic growth and culture distribution, this study attempts to design a domestic model of classification and grading of hotels in Iran. Method: This study is applied in terms of purpose and descriptive (correlation) in terms of method. Therefore, in order to implement the research practically, fiche cards and in the field study, 17 items researcher-made questionnaires are used. Statistical population including a number of 47 hotel and tourism experts was selected through census sampling method. Findings: Based on the study, the main components of hotel classification and grading in Iran were identified and the importance of each component affecting the hotel classification and grading was determined. At the end, some suggestions were offered to improve the status of tourism and hotel industry in Iran. Conclusion: International hotel grading models in the world are not applicable for hotels in Muslim countries and especially in Iran. The results from Friedman test showed that in classification and grading of hotels in Iran, the components of well educated managers and staff's good behavior and politeness, peaceful and desirable space of guest rooms based on domestic and national architecture culture, diversity of traditional and international dishes as well as cultural and natural attractions have an important and significant role in designing a domestic model and growth of hospitality in the country. Manuscript profile -
Open Access Article
6 - Designing a Customer Loyalty Model in the Hotel Industry with a Sports Tourism Planning Approach (Case Study of Hotels in Mazandaran Province)
Ali Jersarai Morteza Dosti Pasha Seyed Hossein Alavi Farshad amamiThe purpose of this study is to design a customer loyalty model in the hotel industry with a sports tourism planning approach in Mazandaran province. The research method in this qualitative research is inductive in the field of paradigm and is derived from a semi-struct MoreThe purpose of this study is to design a customer loyalty model in the hotel industry with a sports tourism planning approach in Mazandaran province. The research method in this qualitative research is inductive in the field of paradigm and is derived from a semi-structured interview. The statistical population includes all university professors in the field of sports and sports management who have studied in this field. Sampling was performed using theoretical method and purposeful judgment method and was followed until theoretical saturation was reached, which includes a total of 38 experts. The results of the quality section showed that customer loyalty in the hotel industry includes 48 concepts and 5 dimensions (hospitality, service, product quality, facilities, trust) Manuscript profile -
Open Access Article
7 - Impact of environmental orientations on green marketing in the hotel industry (Case: Shiraz hotels)
mohammad bashokouh ajirlou Yavar Babaei Golsoum Akbariarbatan sajad ferdowsiBackground and objective: The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizat MoreBackground and objective: The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizations. In this regard, the present study investigates the impact of environmental orientations on green marketing in the hotel industry.Material and Methodology: The present study is a descriptive-analytical research in terms of nature and method. The statistical population of the study includes managers and employees of hotels in Shiraz. The number of statistical samples is 200 people. In order to analyze the data, the technique of structural equation modeling based on variance has been used.Findings: The research findings showed that the environmental orientations of hotels with an effect of 0.812 are effective on green marketing, and this variable explains 65% of all green marketing changes. Also, the impact of environmental orientations on each of the three dimensions of green marketing (strategic, tactical and internal) and the impact of environmental orientations (internal and external) on green marketing were confirmed.Discussion and Conclusion: Based on the findings and relationships between research variables, it can be said that the effective implementation of green marketing activities depends on the environmental orientations of employees and managers; Therefore, in order to have a proper green marketing approach, hotel managers must train the idea of being green and green behavior among the staff and adjust the hotel processes and activities based on these principles. Manuscript profile -
Open Access Article
8 - Compilation and validation of the financial resilience model of the hotel industry in crisis conditions: a mixed approach
Seyyede Maryam Abolhasani Komle Mohammadhasan Gholizadeh Mehdi Meshki miavaghiThe purpose is to provide a model of financial resilience of the hotel industry in crisis in Iran. This research was conducted using the mixed method research of exploratory type. In the qualitative section, the grounded theory method, based on Strauss and Corbin's para MoreThe purpose is to provide a model of financial resilience of the hotel industry in crisis in Iran. This research was conducted using the mixed method research of exploratory type. In the qualitative section, the grounded theory method, based on Strauss and Corbin's paradigm model, was used. Semi-structured interviews were conducted with hotel experts and continued until theoretical saturation based on the snowball technique. From 982 key phrases obtained from the interviews, 86 concepts and 18 main categories were obtained. The qualitative evaluation of the model was carried out and confirmed according to the opinion of Strauss and Corbin in all dimensions. In the quantitative evaluation of the model, structural equation modeling and SmartPLS software were used. All significant numbers were greater than 1.96 and standard coefficients were greater than 0.4 and the model was approved. Considering that the data fitting criterion was 0.603, the fit of the final model was confirmed. The most important findings of the research were identified in the field of financial resilience strategies of the hotel industry in crisis conditions, strengthening of human resources, strengthening of inter-institutional cooperation, tourism industry marketing, optimal financing and innovation. The most important findings of the research were identified in the field of financial resilience strategies of the hotel industry in crisis conditions, including: strengthening of human resources, strengthening of inter-institutional cooperation, tourism industry marketing, optimal financing and innovation. Manuscript profile -
Open Access Article
9 - Strategic Planning in Hotel Industry (Case Study: Parsian Evin Hotel)
Zeinab Rajabi Amin Pir Mohammad Zadeh Mina Zarepour Fatemeh Doozandeh Zibary -
Open Access Article
10 - Developing a Dynamic Model for the Impact of Servicescape on Customer Experience in the Hotel Industry
Somayyeh NasarAmini jeloudarlou Samad Aali Mohamad Faryabi Alireza Bafandeh zendeh -
Open Access Article
11 - Prioritizing Service Organizations Based on Classified Service Quality Dimensions by MADM and mportance-Performance Analysis
Reza Dabestani Arash Shahin Hadi Shirouyehzad Mohammad Saljoughian -
Open Access Article
12 - The structural model of the relationship between external service quality on customer satisfaction in the hospitality industry supply chain
Manizheh Mollaei Ali Mohaghar Ezatollah Asgharizadehservice Quality, is an important index to measure customer satisfaction in the hotel industry. Therefore, in order to achieve a competitive advantage and customers retaining, service quality improvement, has been transformed to an important tool to achieve customer sati Moreservice Quality, is an important index to measure customer satisfaction in the hotel industry. Therefore, in order to achieve a competitive advantage and customers retaining, service quality improvement, has been transformed to an important tool to achieve customer satisfaction in the hotel industry. The aim of this study is examine the external and internal dimensions of service quality on customer satisfaction in the hotel industry's supply chain. In this study, 265 questionnaires (Parkash, 2011) collecting and analyzed by structural equation modeling and LISREL 8.5, and the impact of external service quality indicators (agility, reliability, compatibility, relationships, alignment and reliability services, qualification Services) were evaluated on internal service quality indicators and customer satisfaction. The results show, the internal service quality directly greatest impact on the external service quality (indirectly and through the intermediary internal service quality) on customer satisfaction, as well as the indicators related to the quality, agility (76 / 0) and service qualification (56/0) have the highest and lowest impact on the external service quality respectively and reliability (78/0) and evident (66/0) as well as the highest and lowest impact on the internal service quality. Manuscript profile -
Open Access Article
13 - Internal Marketing and Employee Productivity with Mediating Role of Knowledge Sharing in Hotel Industry
Samad RahimiaghdamService employee productivity has nowadays intrigued researchers and managers. The current applied correlational-descriptive enquiry aimed to offer practical resolutions for improving employee productivity in East Azerbaijan hotel industry based on internal marketing an MoreService employee productivity has nowadays intrigued researchers and managers. The current applied correlational-descriptive enquiry aimed to offer practical resolutions for improving employee productivity in East Azerbaijan hotel industry based on internal marketing and knowledge sharing. The research data were collected based on a questionnaire the validity of which had been investigated via expert view and confirmatory factor analysis and the reliability of which had been explored through Cronbach alpha coefficient. The research population comprised 565 managers and employees at various hotels in East Azerbaijan province from whom a cluster sample of 232 was randomly selected to complete the questionnaire. The gleaned data were analyzed via Structural Equation Modeling. The results revealed that internal marketing directly impacted employee productivity with path coefficient of 0.6 and indirectly through mediating role of knowledge sharing with path coefficient of 0.21; internal marketing was also found to impact knowledge sharing with path coefficient of 0.53. Knowledge sharing was also found to have a positive effect on employee’s productivity with path coefficient of 0.41. The results underscore the partial mediating role of knowledge sharing and recommend that senior hotel managers employ internal marketing in order to improve knowledge sharing and enhance employee productivity. Manuscript profile -
Open Access Article
14 - Effect of Customer-based brand equity on brand image in the hotel industry (Case Study: : five star hotels Tabriz City)
jafar bahari Banafsheh Farahani Shahla Bahari Marjan Bazleh Hamed BahariThe Brand equity has converted to one of the key subjects of Hotel Industry, Recently; because the powerfull Brands could be the reason of trust on guests and will enable them to visualize the intangible features. The good experience of questes will form the Brand equit MoreThe Brand equity has converted to one of the key subjects of Hotel Industry, Recently; because the powerfull Brands could be the reason of trust on guests and will enable them to visualize the intangible features. The good experience of questes will form the Brand equity for Brand of Hotel, as unpleasant experience will demolish Brand of Hotel on quests mind. present research aimed to Effect of Customer-based brand equity on brand image in the hotel industry in 5 star hotels of East Azerbaijan Including: El-Goli Pars and shahriar Hotels has been done in the summer of 2014. The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size that number is obtained 267. Provided results showing that brand equity and every one of its dimensions on brand image have a positive and significant impact. and also it was shown that variable brand loyalty has the largest is path coefficient and its impact on brand image is higher than other variables. Manuscript profile -
Open Access Article
15 - Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry (Case Study: five star hotels Tabriz)
jafar bahari Banafsheh Farahani Shahla Bahari Marjan Bazleh Hamed BahariThe provided present research aimed to Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry in 5 star hotels of East Azerbaijan Including: Hotels El-Goli Pars and shahriar has b MoreThe provided present research aimed to Examine the mediating role of Perceived quality in the impact of Quality relationship with the customer on customer loyalty in the hotel industry in 5 star hotels of East Azerbaijan Including: Hotels El-Goli Pars and shahriar has been done in the March 2016.The data required for this research has gathered by questionnaire with available non-random sampling method through 5 stars hotels guests of Tabriz City. This research, in terms of purpose is functional and based on data collection, is descriptive survey. Also, It has been used structural equation modeling through the SMART PLS software to analyze data. Statistical population of this research has considered all guests of the 5 stars Hotels Tabriz City. Given that the population size is unknown from Cochran formula is used in order to determine the sample size. The sample size of 196 is people guests of the 5 stars Hotels Tabriz City. The provided results indicate that Quality relationship with the customer variable on Perceived quality and customer loyalty has a Direct and significant impact; and also impact of Perceived quality on customer loyalty Direct and significant. And on the other Quality relationship with the customer variable through the intermediate role of Perceived quality on customer loyalty Indirect impact and significant. Manuscript profile -
Open Access Article
16 - Applying a Decision-making Technique to Evaluate the Key Factors Affecting Customer Churn Using a Text-mining Approach: A Case Study in the Hotel Industry
Leila Taherkhani Amir Daneshvar hossein Amoozad-khalili MohamadReza Sanaei -
Open Access Article
17 - Construction and Validation of a Tool for Measuring the Antecedents of Customer Engagement Based on Dual Value Perspective
mitra mobini Samad Awli Alireza Bafandeh Zendeh hoshang taghizadehThis research adopts a mixed-methods approach to develop and validate a tool for measuring the antecedents of customer engagement, focusing on a dual-value perspective. To achieve this, the researchers initially conducted a Meta-Synthesis analysis of studies conducted o MoreThis research adopts a mixed-methods approach to develop and validate a tool for measuring the antecedents of customer engagement, focusing on a dual-value perspective. To achieve this, the researchers initially conducted a Meta-Synthesis analysis of studies conducted on this topic from 2000 to 2020, extracting the antecedents of customer engagement. Based on these findings, a questionnaire was formulated, and its validity and reliability were confirmed. The questionnaire was subsequently administered to customers of 5-star hotels in Mashhad and Tabriz. To validate the indicators, the researchers employed the structural equation method (SEM) and utilized PLS software. The research findings revealed the identification of two key components, namely customer resources and company resources, along with 26 specific indicators, comprising the foundational elements of the tool for measuring the antecedents of customer engagement in the hotel industry. Manuscript profile -
Open Access Article
18 - Designing a financial model in the hotel industry of Yazd province with the integrated approach of interpretive structural modeling and structural equations
faeze sadat mirfakhraddini farzaneh jandaghi ardekani milad ebrahimiSince the influence of financial indicators in the hotel industry is undeniable, in this research, first, using the interpretive structural approach, a stratified model was designed for financial indicators, and then, using the structural equation approach, the relation MoreSince the influence of financial indicators in the hotel industry is undeniable, in this research, first, using the interpretive structural approach, a stratified model was designed for financial indicators, and then, using the structural equation approach, the relationships between the indicators were measured and investigated. The obtained results show that the eight factors identified in this field were placed in three levels. Based on the model obtained in this research, the economic factor which includes GDP indicators, economic growth, employment rate, etc. and looks at this industry from the perspective of macroeconomics is the most influential indicator in the hotel industry and as the initiating factor has been investigated. Also, according to the mechanism of the economic factor and its related definitions, this factor will be able to develop the performance and increase the efficiency of hotels in both financial and operational sectors. The economic factor will be able to implement the integration and integration of financial issues in the hotels in the best way and by creating coordination between the second level factors that include liquidity, debt, efficiency and risk indicators, provide the right context to gain profitability in hotels. By achieving the second level in the research model, hotels will be able to achieve profitability, which can provide the necessary background for the overall movement of the hotel towards increasing efficiency and, as a result, improving the financial conditions of hotels. Manuscript profile -
Open Access Article
19 - The effect of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona
AliAsghar negahdary Hossein Janatifar Peyman Ghaffari Ashtiani hossein shiraziThe Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and MoreThe Covid-19 pandemic has affected economic and service sectors through quarantine measures, disruption of global supply chains, weaker domestic and foreign demand for goods and services, and reduced international tourism. Entrepreneurial marketing is very decisive and vital in the survival, performance and success of business. The current research was conducted with the aim of investigating the impact of entrepreneurial marketing model dimensions on the performance of Iran's hotel industry after Corona. The statistical population of the Iranian hotel industry managers is 1351 people. The sample size is 299 people using Cochran's formula. The statistical sample of the research was selected by simple random sampling. The tool for collecting information is a researcher-made questionnaire. The validity of the questionnaire was checked and confirmed based on construct, diagnostic and convergent validity and reliability of the questionnaire with Cronbach's alpha coefficient. The current study is a survey and applied type. In this research, structural equation method and pls software were used to test the hypotheses. Based on the final results of the research, the dimensions of entrepreneurial marketing including value creation, customer orientation, innovation, risk taking, health and safety, pioneering and technology have had an impact on the performance of Iran's hotel industry after Corona. Manuscript profile -
Open Access Article
20 - Determining the Optimal Marketing Strategy in the Hotel Industry with Multi-Criteria Decision Making Method (According to Zabul Hotels)
parastoo sarani Alireza ShahrakiThe purpose of this study is to select the optimal marketing strategy in the hotel industry in Zabol. In this research, indicators have been extracted by surveying ten experts and strategists in the hotel industry. Research options include three strategies of cost leade MoreThe purpose of this study is to select the optimal marketing strategy in the hotel industry in Zabol. In this research, indicators have been extracted by surveying ten experts and strategists in the hotel industry. Research options include three strategies of cost leadership, focus, and differentiation based on the Porter model. After determining the indicators based on the model presented in Holi research, they have been weighted by Shannon entropy Multi-Criteria Decision Making method and then the options have been ranked by TOPSIS multi-criteria decision making method. The results of weighting the indicators show that the indicators of managerial capability, human resource assets, new market capabilities, customer relationship capability and finally reputation assets are of the highest to lowest importance, respectively. The results of ranking the options indicate that the cost leadership strategy is in the first rank and then the focus strategy and the differentiation strategy are in the second and third ranks, respectively. Manuscript profile -
Open Access Article
21 - Identifying the factors of the financial crisis and presenting a model in the hotel industry in the critical conditions of Covid-19 (5 and 4 star hotels in Iran)
Fatemeh Dekamini Habibollah Javanmard Mohammad EhsanifarAbstract Background and Objective: The lack of a comprehensive classification of financial crisis management complications in the hotel industry causes financial losses during the crisis. The purpose of this research is to identify the factors of the financial crisis a MoreAbstract Background and Objective: The lack of a comprehensive classification of financial crisis management complications in the hotel industry causes financial losses during the crisis. The purpose of this research is to identify the factors of the financial crisis and provide a model in the hotel industry in the critical conditions of Covid-19. Research method: The research method was qualitative-quantitative. The tool for collecting information in the qualitative part was an in-depth interview with 18 managers and academic experts until theoretical saturation was reached. In a quantitative part, structural modeling was used and the statistical population included 4 and 5 star hotels in every province in the country, and 180 questionnaires were distributed. Interviews were coded with MAXQDA software. Findings: According to the findings of the research, 11 dimensions were obtained as financial crisis control dimensions, including 6 internal dimensions and 5 external dimensions, among which, income phase, facilitating conditions and support policies of The dimensions and components affecting the financial crisis of the hotel industry in the critical conditions of Covid-19 were known. Conclusion: The internal and external dimensions identified in the final model can help the hotel industry in times of crisis. Manuscript profile -
Open Access Article
22 - Model presentation for developing brand-consumer relationships in the hotel industry based on Grounded Theory
hamid alizadeh Bahram kheiri Seyed Abbas HeydariThe present study aims to provide a model for developing brand-consumer relationships in the hotel industry based on the data theory of the foundation. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to MoreThe present study aims to provide a model for developing brand-consumer relationships in the hotel industry based on the data theory of the foundation. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of the data theory of the foundation, experts and managers with experience in the hotel industry were selected for the statistical community. The results of analyzing the data obtained from the interviews during the open, pivotal and selective coding process led to the creation of a brand-consumer relationship model in the hotel industry. Finally, a model for brand-consumer relations in the hotel industry was identified. The findings of this study indicate that in order to develop brand-consumer relationships in the hotel industry, managers should pay close attention to all categories and subcategories identified in this study and have the necessary and sufficient information about each of them. Research shows the need to pay attention to brand-consumer relationships in the hotel industry. Manuscript profile -
Open Access Article
23 - Identifying the Resilient Economy Components Affecting Strategic Marketing in the Hotel Industry
Elham Kiyanmehr soheil sarmadsaidy Behrooz GhasemiIn today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacitie MoreIn today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacities, Dimensions and Components Affecting the Strategic Marketing of Hotels to Increase the Hotel's Potential Capacity in the Face of the Special Economic Conditions of the Sanctions and Eventually, Develops the hotel industry and tourism industry. For this purpose, the basic dimensions of research were designed using qualitative content analysis method. Then the final components is extracted by sending questionnaire for experts , and Delphi method. The statistical population is related to the determinants of resilient economy, scientific and organizational experts. The results show that the components of the resilient economy affecting strategic hotel marketing in this study , are manpower productivity , leadership, cultural fit, structure fit and customer orientation. Manuscript profile
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