Journal of Geographical Studies of Mountainous Areas

Journal of Geographical Studies of Mountainous Areas

Analysis of the impact of mental image and infrastructure quality on the competitiveness of tourist destinations (case study: Gorgan city)

Document Type : Original Article

Authors
Mohammad Reza Salimi Sobhan 1
Mohammad Yapang Gharavi 2
Hossein Tarz Ali 3
Afsane Razji 4
1 Assistant Professor of Geography, Institute of Law Enforcement Sciences and Social Studies, Tehran, Iran
2 PhD in Geography and Urban Planning, Faculty of Planning and Environmental Sciences, Tabriz University, Tabriz, Iran.
3 Master's degree, Department of Public Administration, Takestan Institute of Higher Education, Qazvin, Iran.
4 Master student of Geography and Rural Planning, Faculty of Literature and Humanities, Zanjan University, Zanjan, Iran
10.22034/gsma.2024.714048
Abstract
Introduction

Green valleys and forest areas, Sarha springs, heights and peaks, waterfalls, caves, hunting grounds, and especially wildlife attractions are among the interesting features of the nature of Gorgan city. Some of which are important resorts. Shahrgorgan is small in terms of the cultural activities of Iran itself, this region is a center of diversity in terms of the cultural behaviors of the people, and in between, the cultural characteristics of Persians, Turkmen, Armenians, Kurds, Baloch, Arabs, Russians, etc. have a historical background. Compared to other regions, Gorgan city has a unique position, both in terms of geographical location and the possibility of proper access, which has given this city special features in terms of dignity and an important position in the tourism sector. Despite having the potential of this city, the city of Gorgan has not attracted as many tourists as it should. Therefore, it seems necessary to determine, identify and analyze the factors of competitiveness in this city and its actual and potential effects in this city. Therefore, this research aims to answer the question that the mental image of tourism destinations and tourism infrastructure is effective in the competitiveness of the tourist destination of Gorgan city?

Methodology

The present study is applied in terms of purpose and descriptive-analytical in terms of method. A questionnaire was used to collect information. The data collection tool was a questionnaire. The statistical population of the research consisted of tourists entering Gorgan city. Due to the lack of accurate statistics on the number of tourists entering Gorgan city, Cochran's formula was used for the unlimited population. The sample size was estimated to be 384 people using Cochran's formula. Random sampling was distributed among incoming tourists. The reliability of the questionnaire was measured by calculating Cronbach's alpha and calculating the combined reliability coefficient (cr). The results of the Cronbach's alpha and the combined reliability of the questionnaire are presented in the research findings section, it is a suitable confirmation of the reliability of the used questionnaire. In this research, SPSS and pls software were used to analyze the research data

Results

In relation to the impact of tourism infrastructure on the mental image of tourists, the value of the T statistic obtained is equal to 8.071, so that this value is greater than 1.96, and it can be concluded that tourism infrastructure has a significant impact on the mental image of the tourist destination of Gorgan city. Has it. Also, the obtained path coefficient is equal to (β=0.350), since the obtained path coefficient is positive, this effect is direct. Therefore, it can be said that tourism infrastructure has a positive and significant impact on the mental image of destinations. In relation to the impact of tourism infrastructure on the competitiveness of tourism destinations, the value of the T statistic obtained is equal to 8.040, so that this value is larger. It is from 1.96 and it can be concluded that tourism infrastructure has a significant impact on the competitiveness of the tourism destination. The obtained path coefficient is equal to (β=0.580), since the obtained path coefficient is positive, it can be said that tourism infrastructure has a positive and significant effect on the competitiveness of tourist destinations. In relation to the impact of the mental image of tourist destinations on the competitiveness of tourist destinations, the value of the T statistic obtained is equal to 7.582, so that this value is greater than 1.96, and it can be concluded that the mental image of tourist destinations has a significant impact on the competitiveness of tourist destinations. Has it. Also, the path coefficient obtained is equal to (β=0.559), so it can be said that the mental image of tourist destinations has a positive and significant effect on the competitiveness of tourist destinations.

Discussion

The findings of this research showed that the quality of tourism infrastructure has a positive and significant effect on the mental image of the destination and also on the competitiveness of the tourist destination of Gorgan city. The impact of the quality of tourism infrastructure on the competitiveness of Gorgan city according to the value of the obtained route coefficient (0.580) was more than the impact of tourism infrastructure on the mental image of the tourist destination. Tourism infrastructure includes services and facilities that provide the well-being and satisfaction of tourists, and proper access to these elements has a significant impact on attracting and sustaining and creating a competitive advantage. Also, from the obtained results, it can be argued that the tourism infrastructure and the quality of the infrastructure are the most important factors in the tourists' experience of the destination product after the environment of the destination. Among the other results obtained in this research is the positive effect of the mental image of the destination on the competitiveness of the tourist destination of Gorgan city, according to the value of the path coefficient obtained for this effect, which was equal to 0.559, the effect obtained is in the average level of evaluation. turns In explaining the obtained results, it can be stated that the better quality tourists feel from the tourism experience in different stages, including pre-trip planning, experience during the trip, experience in the region and reaction after the trip, they think that the tourist destination is Meanwhile, the city of Gorgan has a high competitiveness, and in the end they visit it again or actively recommend it to others.

Conclusion

According to the findings of the research, it can be concluded that tourism destinations, including the city of Gorgan, in order to improve its level of competitiveness among other destinations, it is necessary to take the necessary measures to develop and improve tourism infrastructure. In this way, while creating a positive mental image among the tourists entering this city, the ground for competitiveness with other tourist destinations is also provided.
Keywords
Mental image
tourism infrastructure quality
destination competitiveness
Gorgan city
Adamo, G. E., Ferrari, S., & Gilli, M. (2019). Creativity as a source of differentiation in urban tourism: The case of Torino city. International Journal of Tourism Research, 21(3), 302-310. https://onlinelibrary.wiley.com/doi/abs/10.1002/jtr.2261
Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism. Journal of Travel & Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418
Alizadeh Sola Reza, Mikaili Kivi Siamak, Taher Ahmad. (2022) Analyzing competitiveness factors of Mashginshahr city in winter tourism. Science and engineering elites. Volume 6, Number 2, pp. 10-19. .(In Persian(.
Amujo, O. C., & Otubanjo, O. (2012). Leveraging rebranding of ‘unattractive’nation brands to stimulate post-disaster tourism. Tourist Studies, 12(1), 87-105. https://journals.sagepub.com/doi/full/10.1177/1468797612444196?casa_token
Barzegar, S. (2019). Assessing the satisfaction of the quality of the tourist environment (Case study: Gorgan city). Urban tourism, 5(4), 1-18. Doi: 10.22059/jut.2019.268238.553. (In Persian).
Bazargani, R. H. Z., & Kiliç, H. (2021). Tourism competitiveness and tourism sector performance: Empirical insights from new data. Journal of Hospitality and Tourism Management, 46, 73-82. https://doi.org/10.1016/j.jhtm.2020.11.011
Bianchi, C., Pike, S., & Lings, I. (2014).Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE) ‖. Tourism Management, 42, 215- 223. https://doi.org/10.1016/j.tourman.2013.11.014
Boroomand, B., Kazemi, A., & ranjbarian, B. (2018). Developing a Domestic Model for Tourism Destinations Competitiveness Measurement in Iran. New Marketing Research Journal, 8(2), 105-122. (In Persian (.
Cecilia, S. G. (2008). City image–as tourism destination. ANALELE UNIVERSITĂŢII DIN ORADEA, 1213.
Delshad, A. (2021). Analysis of the Competitiveness of Urban Tourism Destinations in Iran. Urban tourism, 8(1), 143-161.(In Persian(
Dos Anjos, F. A., & Da Rosa, S. (2021). Measurement of competitiveness of nature-based tourist destinations: Application to national parks in Brazil. Journal of Environmental Management & Tourism, 12(5), 1204-1219. https://www.ceeol.com/search/article-detail?id=1015838
Dwyer, L., & Kim, C. (2003). Destination competitiveness: determinants and indicators. Current issues in tourism, 6(5), 369-414. https://doi.org/10.1080/13683500308667962
Fernandes, C. (2011). Cultural planning and creative tourism in an emerging tourist destination. International journal of management cases, 13(3), 629-636. https://www.researchgate.net/profile/Antal
Ghaderi, E., & aarabi, S. S. (2020). Urban Tourism Competitiveness in Iran (Applying Dwyer’s Integrated Model). , 13(49), 181-228.(InPersian(.https://ebtp.malayer.iau.ir/article_675513.html?lang=fa
Ghozbanii, R., Aminbeidokhti, A., Jafari, S., & Haqiqat, H. (2020). Factors Affecting Competitiveness of Geotourism Destination. Tourism Management Studies, 15(49), 63-93.(In Persian(https://doi.org/10.22054/tms.2020.11046
Goffi, G., & Cucculelli, M. (2019). Explaining tourism competitiveness in small and medium destinations: the Italian case. Current Issues in Tourism, 22(17), 174-190. https://doi.org/10.1080/13683500.2017.1421620
Guo, S., Jiang, Y., & Long, W. (2019). Urban tourism competitiveness evaluation system and its application: comparison and analysis of regression and classification methods. Procedia Computer Science, 162, 429-437. https://doi.org/10.1016/j.procs.2019.12.007
Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691. https://doi.org/10.1016/j.jbusres.2011.03.015
Jiang, Y., & Shen, J. (2010). Measuring the urban competitiveness of Chinese cities in 2000. Cities, 27(5), 307-314. https://doi.org/10.1016/j.cities.2010.02.004
Leung, X. Y., & Baloglu, S. (2013). Tourism competitiveness of Asia Pacific destinations. Tourism Analysis, 18(4), 371-384. https://doi.org/10.3727/108354213X13736372325876
Martín-González, R., Swart, K., & Luque-Gil, A. M. (2021). Tourism competitiveness and sustainability indicators in the context of surf tourism: The case of Cape Town. Sustainability, 13(13), 1-20. https://doi.org/10.3390/su13137238
Michael, N., Reisinger, Y., & Hayes, J. P. (2019). The UAE's tourism competitiveness: A business perspective. Tourism Management Perspectives, 30, 53-64. doi.org/10.1016/j.tmp.2019.02.002
Mosavi, M., shabgoo monsef, S. M., chirani, E., & shahroodi, K. (2022). Designing a Target Market Segmentation Model for Foreign Tourists Case Study: Gilan Province. Urban tourism, 9(1), 119-134. Doi: 10.22059/jut.2022.332050.963. (In Persian (
Navickas, V., & Malakauskaite, A. (2019). The possibilities for the identification and evaluation of tourism sector competitiveness factors. Engineering economics, 61(1). https://www.inzeko.ktu.lt/index.php/EE/article/view/11581
Novy, J., & Colomb, C. (2019). Urban tourism as a source of contention and social mobilisations: A critical review. Tourism Planning & Development, 16(4), 358-375.https://doi.org/10.1080/21568316.2019.1577293
Reisinger, Y., Michael, N., & Hayes, J. P. (2019). Destination competitiveness from a tourist perspective: A case of the United Arab Emirates. International Journal of Tourism Research, 21(2), 259-279. https://doi.org/10.1002/jtr.2259
Rodriguez, L. M. (2021). Tourist offer decentralization as urban competitiveness strategy." Neighborhood" programs in Mexico City and the Autonomous City of Buenos Aires. PASOS: Revista de Turismo y Patrimonio Cultural, 19(1), 9-25. DOI: 10.25145/j.pasos.2021.19.001
Salimi Sobhan M, Yapang Gharravi M, Mohammadbeygi Salkhouri M, Bali Chalandar M. (2021) The Effect of Social Trust and Security of Urban Spaces in Tourism Development (Case Study: Gorgan City). JGSMA; 2 (1):23-38(In Persian).
Saraei, M. H., & Afsharipoor, M. (2018). Evaluation of Medical Tourism Structure Based on Porter's Diamond Model in Mashhad Metropolis. Urban tourism, 5(3), 117-130. 10.22059/jut.2018.238599.359
Song, M., & Xie, Q. (2021). Evaluation of urban competitiveness of the Huaihe River eco-economic belt based on dynamic factor analysis. Computational Economics, 58(3), 615-639. https://link.springer.com/article/10.1007/s10614-019-09952-5
Su, H., Xie, Q., Feng, S., Tan, R., & Sun, T. (2020, October). Analysis of Guangxi County Tourism Competitiveness Based on Big Data Platform. In 2020 13th International Conference on Intelligent Computation Technology and Automation (ICICTA) (pp. 568-572). IEEE. https://ieeexplore.ieee.org/abstract/document/9526698
Tleuberdinova, A., Salauatova, D., & Pratt, S. (2022). Assessing tourism destination competitiveness: the case of Kazakhstan. Journal of Policy Research in Tourism, Leisure and Events, 1-19. https://doi.org/10.1080/19407963.2022.2027954
Woyo, E., & Slabbert, E. (2021). Tourism destination competitiveness: a view from suppliers operating in a country with political challenges. South African Journal of Economic and Management Sciences, 24(1), 3717. https://journals.co.za/doi/abs/10.4102/sajems.v24i1.3717
Wu, D., Li, H., & Wang, Y. (2022). Measuring sustainability and competitiveness of tourism destinations with data envelopment analysis. Journal of Sustainable Tourism, 1-21. https://doi.org/10.1080/09669582.2022.2042699
Xu, Z., Shen, J., Liu, B., & Tang, L. (2014). Study on TOPSIS-based evaluation of urban tourism competitiveness. Journal of Chemical and Pharmaceutical Research, 6(7), 183-196. https://www.cabdirect.org/cabdirect/abstract/20143322550
Zebardast, M. A., Soltanhosseini, M., & Salimi, M. (2021). The Effect of Tourism Experience Quality on Perceived Competitiveness and Behavioral Intentions of Foreign Sport Tourists. Sport Management Journal, 13(1), 221-236. Doi: 10.22059/jsm.2019.283579.2289.
Journal of Geographical Studies of Mountainous Areas
Volume 5, Issue 1 - Serial Number 17
Spring
Spring 2024
Pages 81-98