International journal of Tourism, Culture and Spirituality

Accessible tourism is a type of tourism that includes the process of cooperation between stakeholders that enables people to function independently with justice and dignity through the fulfillment of accessibility needs (motor, visual, auditory, and cognitive), through the provision of universal services and products and empowers tourism environments. This study investigated the standards required by wheelchair users at the Natural History and Technology Museum in Shiraz City. Data were collected using the observation method based on a checklist. The results showed that the crossing routes, ramps, and slopes suit wheelchair users. Still, there is no place for wheelchair users in the conference hall, no elevator is installed to access the second floor, and toilets and parking are not designed for wheelchair users. Furthermore, because most of the items displayed in the museum are not at a suitable height, sensory access is not possible for wheelchair users. Based on the museum director's welcome and the suggestions provided, the museum can create a more suitable environment for accessible tourism.

This study aims to identify and rank the competitive advantages of hospital hotels in Islamic countries, with a focus on an Iranian case study. Given the unique needs and cultural context of Islamic nations, the research investigates the key factors that contribute to the success of hospital hotels, including elements such as treatment measures, family hospitality, halal nutrition, and worship arrangements. The primary methodology used is the DEMATEL (Decision-Making Trial and Evaluation Laboratory) method, which is a pairwise comparison-based decision-making tool that effectively identifies relationships and hierarchies among system elements. Expert judgment from hospital hotel managers, employees, and Ministry of Health officials was employed to construct a Direct Influence Matrix, which was then normalized to assess both direct and indirect influences among the identified criteria. The results reveal that "Treatment Measures" and "Family Hospitality" are the most influential factors, acting as key drivers in enhancing overall service quality. Conversely, "Halal Financing" and "Worship Arrangements" were found to be the most dependent factors, influenced by the other elements in the system. Additionally, criteria such as "Patient Relationships" and "Halal Nutrition" exhibited high levels of prominence, indicating their central role in the competitive advantage of hospital hotels. The study concludes that focusing on improving core criteria like treatment measures and family hospitality will enhance the competitive position of hospital hotels in Islamic countries. These findings provide actionable insights for hospital hotel management and policymakers seeking to enhance service quality and cultural alignment in healthcare settings.

The urban environment quality approach, as one of the most modern paradigms for revitalizing urban areas, has a significant impact on the quality of life and Citizens' welfare, and its combination with creative approaches such as urban branding can lead to the growth and excellence of urban areas and increase the competitiveness of the city. Therefore, the aim of the present study is to analyze the spatial relationship between creative tourism indicators and urban environment quality in the neighborhoods of Arak. The required data and information were collected using library and survey methods. After analysis in EXCEL software, they were entered into GIS software and spatially analyzed using multivariate regression in the form of the GWR model. The statistical sample of the study was 384 citizens of Arak. The results of the study showed that the status of creative tourism indicators is in an unfavorable condition and the peripheral neighborhoods of the city are in a weaker condition. Also, the environmental quality indicators in Arak are not in a favorable condition and most neighborhoods have an average score lower than 3. Also, the results of the spatial analysis of the GWR model showed the relationship between creative tourism and the quality of the urban environment, and creative tourism indicators can have a high impact on the quality of the environment of the neighborhoods of Arak, especially in the eastern, southern and southwestern regions of the city. Also, findings revealed that the impact of creative tourism indicators on economic and Physical-functional, the quality of the environment is in an almost average position.

Tourism, particularly cultural tourism, has the potential to create new opportunities for knowledge, development, and sustainability, playing a crucial role in the Gross Domestic Product (GDP) of nations. In this context, identifying and effectively utilizing local tourism resources is essential for the growth of this industry. This study examines the role of museums in fostering the development of cultural tourism in Tehran, focusing on the interactions among factors influencing this process. A qualitative research approach is employed, incorporating content analysis and Interpretive Structural Modeling (ISM) techniques. The findings draw on the perspectives of cultural tourism experts, professionals from the Cultural Heritage, Handicrafts, and Tourism Organization, and museum managers. The results highlight that the role of museums in preserving Tehran's historical and cultural artifacts, along with the architecture and design of museums in attracting tourists, has a significant influence with low dependence. Conversely, factors such as the connection of museums to Tehran's history and culture, their educational and cultural impact on attracting tourists, their role in presenting Tehran to cultural visitors, and their contribution to national and cultural identity exhibit both high influence and high dependence. Moreover, the role of museums in promoting cultural identity, the thematic diversity of museum content, the representation of local handicrafts and arts, the enhancement of cultural exchanges, the development of organizational culture, and the increase in public awareness of cultural values also show high influence and dependence. However, the factor of enhancing the mindset of cultural tourists demonstrates low influence but high dependence.

The Khasia communities living in the Moulvibazar district, which have a matriarchal family structure, famous for betel leaf farming and unique cultural heritage, has been impacted by tourism. This study explores the impacts of tourism on their cultural practices, economic conditions, and social dynamics from different aspects and identifies long-term strategies for cultural preservation. Fieldwork was conducted in four Khasia villages in Moulvibazar to collect essential data and observe the participants’ reactions. Data collection included semi-structured interviews, participant observation, and Focus group discussions with thematic analysis using Quirkos software. Expert secondary data were used to back up the conclusions. Tourism has provided several economic opportunities like improved infrastructure and new sources of revenue; some villages are planning to use tourism to show and promote their true cultural heritage via eco-tourism and social media platforms. However, there are several challenges, and cultural commodification, environmental pollution, and social conflicts are the main concerns. Deforestation is creating a disturbance in their livelihood as they are highly dependent on nature. Some tourists also demand commercialization which is harming their cultural authenticity. Tourism presents both benefits and threats for the Khasia community. Sustainable tourism practices and community-led policies are important to strike a balance between economic benefits and cultural preservation. Long-term development can be ensured while safeguarding heritage and the environment if the Khasia people are given the power to manage their cultural representation.

Wellness tourism represents the intersection of a powerful lifestyle trend and a growing global industry. The purpose of this study is to design a pattern of wellness tourism with socio-cultural approach to improve the tourist’s health in (Baraghan Alborz village). In order to conduct the research, a Mixed Method has been used. The statistical population includes experts in the fields of tourism, health tourism, spiritual health, psychoanalysts and psychologists (qualitative part) and in the quantitative part, tourists of Baraghan Alborz village   period of July to August 2024 are considered. The size of the sample was determined in the qualitative method by the logical method of theoretical and judgmental sampling and until the theoretical saturation was reached, a total of 12 people, and in the quantitative part, 384 tourists (n = 384) were serveyed. For sampling, random sampling method was used. In the qualitative section using semi-structured interviews and Qualitative data coding was done in order to identify the components of wellness tourism in improving the health of tourists in Baraghan Alborz village, by theme analysis method. The questionnaire data were analyzed using factor analysis techniques with SPSS 26 software to assess the impact of the identified components. The findings indicate that the model of wellness tourism in improving the health of tourists, consists of 11 sub-themes, quality management of the wellness tourism destination, the necessity of linking science with wellness tourism, nature, physical dimension, mental dimension, social dimension and spiritual dimension, professional and expert team work, training and empowerment, nostalgia and memory-making, the characteristics of the unique wellness tourism model. Additionally, 7 main categories including destination management, the necessity of linking science with wellness tourism, nature, physical dimension, mental dimension, social dimension and spiritual dimension, which have the greatest impact in improving  the health of tourists in Baraghan village,has been achieved.The development of wellness tourism, while introducing Baraghan as a wellness tourism destination ,not only helps to improve the health of the community and tourists (which is one of the basic pillars of a healthy society), but also can create a sustainable livelihood for local communities and is focused on the support  and protection of natural, cultural and historical resources. By increasing the participation of local people in related activities and businesses, while expanding employment, it brought countless economic benefits to the tourist destination and ultimately country.

Trust is a cornerstone of human interaction, underpinning cooperation and participation and functioning as an essential element in the fabric of social life. It facilitates broader collaboration and interaction across diverse social dimensions. In the context of religious tourism, where individuals travel for pilgrimage and spiritual enrichment, trust plays a significant role in fostering intercultural communication and mutual understanding. This article investigates the correlation between the expansion of religious tourism and social trust, specifically focusing on the city of Shiraz, a prominent destination for religious tourists. Employing an applied and descriptive-analytical research approach, the study utilizes both field and library research methods. The target population comprises religious tourists visiting Shiraz. Data analysis was conducted using SPSS software, with Cronbach's alpha values exceeding 0.7 for all variables, confirming the reliability of the research instrument. The study's findings indicate that a substantial majority (90%) of religious tourists exhibit a moderate to high level of social trust, with an even greater proportion (94%) expressing a moderate to high inclination to revisit Shiraz. Furthermore, a direct and significant correlation exists between social trust and revisit intention. Statistical analysis suggests that approximately 38% of the variance in revisit intention can be attributed to elevated levels of social trust. Social trust plays multifaceted roles in social and economic spheres, contributing to tourist attraction, community education, promotional program diversification, and the presentation of cultural, religious, and architectural heritage. The research underscores that heightened social trust has a direct, positive impact on tourists' willingness to return to religious sites in Shiraz. This research is innovative in addressing the role of social trust in attracting religious tourists, an area that has received limited scholarly attention. The study's findings can serve as a foundation for future investigations into the intersection of religious tourism and social dynamics, particularly the role of social factors in the industry's development.

The development of tourism in today's world can have various impacts, including economic, social and cultural impacts on the local community. Therefore, understanding residents' attitudes towards tourists is a key element in managing sustainable tourism. This study was conducted to find views, emotions and behaviors of Sanandaj residents towards tourists and how these views influence their behaviors. For this purpose, questionnaires containing scales on stereotypes, emotions and behaviors of residents towards tourists based on Tse and Tung's conceptual model were distributed among 400 residents of Sanandaj in November 2024 using convenience sampling. This research is applied and follows a quantitative approach, with data collected in a survey format. For analyzing the data, T-test, Regression, Mann-Whitney and Kruskal-Wallis Tests were used. The results indicate that while residents hold positive feelings and attitudes towards tourists, such as being "friendly" and "sincere", there are also negative concerns, such as being "immoral" and "rude", which may stem from increased traffic and disruptions in daily life. Furthermore, regression analysis shows that the components of "immoral" and "uncivilized" have a significant effect on reluctance to assist tourists. Individuals with higher education and men tend to be more inclined towards positive interactions with tourists. The research findings can assist in managing host-tourist relationships and designing spaces for better interaction between them.

Cultural knowledge education, which includes an understanding of both tangible and intangible cultural elements, behavioral patterns, and social processes within a specific community or group, is considered essential for promoting sustainable tourism development. Tourism higher education plays a crucial role in harnessing this knowledge. However, the integration of cultural knowledge within tourism curricula has not been extensively explored in academic research. This paper, focusing on tourism higher education in Iran, seeks to examine how different components of cultural knowledge are integrated into the curricula of undergraduate, graduate, and PhD programs. Using a qualitative design, the study analyzes the curricula of these programs through documentary research. Initially, courses relevant to cultural knowledge were identified through keyword searches, followed by a qualitative content analysis of course content to pinpoint the cultural knowledge components. The results indicate that cultural knowledge is more prominently incorporated at the undergraduate level than in the postgraduate programs. Furthermore, the distribution of cultural knowledge across graduate and PhD programs is unbalanced, especially when compared to the undergraduate curriculum. Given that these postgraduate programs aim to prepare future mid-to-senior-level managers and researchers in tourism, this imbalance highlights a significant gap. Therefore, revising the curricula to better integrate diverse cultural knowledge components is a critical priority for advancing sustainable tourism development in the country.

Cultural tourism is the cornerstone of understanding the cultures of nations. This form of tourism facilitates cultural exchange and plays an undeniable role in the development of international relations. This research, which is applied in purpose and descriptive-analytical in method, based on both documentary and field studies, aims to explore the effects of cultural heritage tourism on strengthening friendly relations between nations and promoting global peace. The Golestan and Saadabad Palaces in Tehran were selected as the case study, and the tourists visiting these two palaces were chosen as the research sample. The field data for the study were collected through a researcher-designed questionnaire, based on variables related to cultural heritage tourism, tangible and intangible heritage, and global peace. Due to the unclear definition of the statistical population, the sample size was determined using Cochran's formula, resulting in a sample of 321. However, 273 complete and valid questionnaires were collected. SPSS software was used for data processing, and Pearson correlation tests were employed for data analysis. The results indicate that cultural heritage tourists play a significant role in enhancing friendly relations and contributing to a peaceful global environment. This role is attributed to the tourists' familiarity with cultural heritage and the modification of pre-existing attitudes. Most tourists acknowledged the transformation of their previously ambiguous and sometimes hostile attitudes into a friendly and amicable atmosphere.

This study investigates the influence of sustainability-focused social media narratives on the travel decisions of Millennials and Generation Z (Gen Z), two generations known for their environmental awareness and digital engagement. Using a mixed-methods approach, the research examines the impact of social media campaigns, engagement levels, user-generated content (UGC), and sentiment analysis to assess perceptions of eco-tourism. Findings indicate that exposure to sustainability campaigns increases awareness but does not directly lead to behavioural changes. While Millennials and Gen Z show similar engagement patterns, Gen Z demonstrates a higher tendency to share sustainability content, aligning with their digital activism. Although user-generated content did not produce statistically significant results, trends suggest that authentic peer-driven narratives may influence preferences for eco-friendly travel choices. The sentiment analysis reveals mixed emotional responses, with neutral and skeptical tones reflecting uncertainty about the practical impact of sustainability efforts. These findings highlight the need for interactive, emotionally engaging campaigns and emphasize the potential of shareable content formats to promote eco-conscious tourism behaviours.

The primary objective of this research is to develop future scenarios for investment in religious tourism in Saudi Arabia. Given the growing importance of religious tourism in the country's economy and its role in attracting pilgrims from around the world, this study aims to simulate and explore various future scenarios for this industry. The research employs a structural approach and scenario analysis method. Initially, key drivers affecting the future of religious tourism are identified, and based on two main variables—"Strategic Geographic Location" and "Government Policy & Vision 2030"—four scenarios for future investment in this sector are formulated. The findings of this study indicate that Saudi Arabia’s strategic geographic location and the government's development policies under Vision 2030 are pivotal factors that could significantly influence the future of religious tourism in the country. The scenarios presented in this research include "The Phoenix's Ascent" (success in implementing policies and leveraging geographic advantages), "Icarus' Fall" (challenges due to poor management and ineffective policy execution), "The Labyrinth of Daedalus" (external challenges and competition from emerging religious tourism destinations), and "Pandora’s Box" (weak infrastructure and declining geopolitical influence). These scenarios represent potential futures for the industry, considering both internal and external developments in the country. The main innovation of this research lies in using the scenario analysis method as a tool for simulating the future and combining two critical drivers—geographical and political factors to provide insights that could significantly assist strategic decision-making in this field. Additionally, the research recommends that policymakers and investors focus on strengthening infrastructure, implementing secure and efficient policies, and enhancing international partnerships to maintain and improve their position in religious tourism.

This study aims to examine the literary impact of Khayyam on the literary tourists’ motivation to travel to Neyshabur, focusing on cultural programs and tourism infrastructure. The applied research method is descriptive-analytical in nature. The study's statistical population comprised literary tourists from Neyshabur, and the convenient sampling employed to reach 384 individuals. The data was collected through a questionnaire and analyzed using Smart PLS. Results show that Khayyam's works have had a substantial influence on cultural programs and tourism infrastructure. Moreover, cultural programs and tourism infrastructure have a substantial influence on travel motivation. Khayyam's work also positively influences travel motivation. The findings also indicated that a focus on Khayyam's works and appropriate planning in cultural programs and tourism infrastructure can play a crucial role in increasing literary tourists’ motivation to visit Neyshabur. It is suggested to implement and expand diverse cultural programs and improve tourism infrastructure in Neyshabur, with a focus on Khayyam's works.