Authors
1 Associate Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
2 Master, Department of Tourism Management, Payame Noor University, Tehran, Iran
Abstract
This study is a structural equation modeling study. It has investigated the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals through the attitude of mental norms. The present study is a one-section survey. The statistical population of this study includes all tourists who visited the cultural and spiritual sites of Shiraz, like Hafez and Saadi tombs. Literary tourism is a concept that praises the culture and heritage of a destination. The concept is to go to locations worldwide highlighted in some non/fictional novels. They can fascinate new tourists, increase the number of domestic travelers, and promote tourism destinations. Because the sample size is unknown through Cochran's formula with a 95% confidence level, 384 people were selected by the available sampling method. They answered the questionnaire about the effect of literary tourism during the Covid-19 virus pandemic on tourists' behavioral goals. The collected data were analyzed by using Amos software and SPSS. Confirmatory factor analysis, the reliability and validity of the contract measurement model, Cronbach's alpha results (above 0.7), and composite reliability (greater than 0.7) for the reliability and mean of the extracted variance (greater than 0.5) were confirmed. The structural equation model was used to test research hypotheses and the relationships between research variables (spiritual factors, behavioral purpose). The results showed that spiritual variables, in general, have a positive effect on the behavioral goal of tourists through the attitude of tourists' mental norms. This attitude was also recognized as a significant mediator between spiritual perception and behavioral goals. The findings of this study indicate that literary tourism has a positive, significant effect on increasing re-visit tourism destinations through attitude, mental norms, and perceived behavioral control.
Keywords
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2020). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks: Evidence of Iran. Journal of Advances in Management Research, 17(1), 84-109.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior (pp. 11-39). Springer Berlin Heidelberg.
Allport, W. Gordon. (1954). The Nature of Prejudice. Cambridge: Addison Wesley.
Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism management, 46, 64-79.
Amaro, S., & Duarte, P. (2016). Travellers’ intention to purchase travel online: integrating trust and risk to the theory of planned behaviour. Anatolia, 27(3), 389-400.
Ameli, S. R., & Molaei, H. (2012). Religious affiliation and intercultural sensitivity: Interculturality between Shia & Sunni Muslims in Iran. International Journal of Intercultural Relations, 36(1), 31-40.
Antara, M., & Prameswari, Y. A. (2018). Push and Pull Factors of Tourists Visit the Tourism Destination of Bali, Indonesia. Journal of Tourism and Hospitality Management, 6(1), 112-120
Arasteh, M., & Eilami, R. M. (2011). The role of religion and Islam in the tourism industry of Iran. Available at SSRN 1773827.
Argenti, P. A. (2020). Communicating through the coronavirus crisis. Harvard Business Review, 13.
Armenski, T., Dragičević, V., Pejović, L., Lukić, T., & Djurdjev, B. (2011). Interaction between tourists and residents: Influence on tourism development. Polish Sociological Review, 107-118.
Azani, M., & Lotfi, A, A. (2013). Ranking Factors Influencing the Selection of Tourism Destinations Using the AHP Model. The Second National Conference on Tourism and Ecotourism of Iran, 1-22. [In Persian]
Bochner, S., Lin, A., & McLeod, B. M. (1979). Cross-cultural contact and the development of an international perspective. The Journal of Social Psychology, 107(1), 29-41.
Bae, S. Y., & Chang, P. J. (2021). The effect of coronavirus disease-19 (COVID-19) risks perception on behavioral intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, 24(7), 1017-1035.
Bailey, J. M., & Sood, J. (1993). The effects of religious affiliation on consumer behavior: A preliminary investigation. Journal of Managerial Issues, 5(3), 328–352.
Bento, P. T. (2017). Substantial authenticity, (post/) modernity and transformation of otherness: The second trip of Camilo Jose Cela to the Alcarria. Journal of Tourism and Cultural Change, 15(1), 37-58, https://doi.org/10.1080/14766825.2015.1117479
Bidaki, A. Z., & Hosseini, S. H. (2014). Literary tourism as a modern approach for the development of tourism in Tajikistan. Journal of Tourism & Hospitality, 3(1), 120.
Bond, N, Packer, J., & Ballantyne, R. (2015). Exploring visitor experiences, activities and benefits at three religious tourism sites. International Journal of Tourism Research, 17, 471 –481.
Carson, S., Hawkes, L., Gislason, K. & Cantrell, K. (2017). Literature, tourism, and the city: Writing and cultural change. Journal of Tourism and Cultural Change, 15(4), 380–392.
Chen, H. B., Yeh, S. S., & Huan, T. C. (2014). Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), 354-360.
Cho, H., Pyun, D. Y., & Wang, C. K. J. (2019). Leisure nostalgia: Scale development and validation. Journal of Leisure Research, 50(4), 330-349.
Cho, H., Ramshaw, G., & Norman, W. C. (2014). A conceptual model for nostalgia in the context of sport tourism: Re-classifying the sporting past. Journal of Sport & Tourism, 19(2), 145-167.
Connelly, B. L., Certo, S. T., Ireland, R .D., Reutzel, C.,R. (2011). Signalling theory: A review and assessment. Journal of Management, 37(1), 39–67.
Cook, S. W. (1962). The systematic analysis of socially significant events: A strategy for social research. Journal of Social Issues, 18(2), 66-84.
Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate reputation review, 10, 163-176.
Cui, R. (2015). A review of nostalgic marketing. Journal of Service Science and Management, 8(01), 125-131.
Dori–Hacohen, G., & Shavit, N. (2013). The cultural meanings of Israeli Tokbek (talk–back online commenting) and their relevance to the online democratic public sphere. International Journal of Electronic Governance, 6(4), 361-379.
Essoo, N., & Dibb, S. (2004). Religious Influences on Shopping Behaviour: An Exploratory Study. Journal of Marketing Management, 20(7-8), 683-712.
Fathi, M. R., Maleki, M. H., Boroomand, M. R., & Köksal. C. D. (2019). Strategic Planning of Tourism with an emphasis on Spirituality Based on New Integration of Multi-Criteria Decision-Making Techniques. International Journal of Tourism, culture and Spirituality, 4(1), 93-123.
Filieri, R. (2016). What makes an online consumer review trustworthy?. Annals of Tourism Research, 58, 46-64.
Frederickson, B. L. (2008). How religion contributes to our health and well-being. Seyed Hani Mousavi
(Trans.). Psychology and Religion, 3, 127 -140.
(Trans.). Psychology and Religion, 3, 127 -140.
Genia, V. (1991). The spiritual experience index: A measure of spiritual maturity. Journal of Religion and Health, 30, 337-347.
Ghorbanzadeh, D., & Abedi, E. (2020). Investigating the Role of Secure Attachment in Predicting the Experimental Intentions of Tourists in Traveling to Tourism Destination during the COVID -19 outbreak. Tourism Management Studies, 15(0), 145-177. doi: 10.22054/tms.2020.53480.2351.
Ghorbanzadeh, D., & Aghamohammadi, J. (2021). investigating the effect of risk perception of covid-19 on tourists' behavioral intentions towards untact tourism, case study: visitors to the tourism attractions of amol city in the second wave of prevalence. Urban tourism, 8(1), 15-31.
Gopnik, A. (1998). Explanation as orgasm. Minds and Machines, Journal for Artificial Intelligence. Philosophy and Cognitive Science, 8(1), 101-118.
Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism, and global change: a rapid assessment of COVID-19. Journal of sustainable tourism, 29(1), 1-20.
Greeson J. M., Webber, D. M., Smoski M. J., Brantley J. G., Ekblad, A. G., Suarez, E. C., & Wolever, R. Q. (2011). Changes in spirituality partly explain health-related quality of life outcomes after Mindfulness-Based Stress Reduction. Journal of Behavioral Medicine, 34(6), 508–518.
Hendrix, H. (2009). From early modern to romantic literary tourism: a diachronical perspective (pp. 13-24). Palgrave Macmillan UK.
Herbert, D. (2001). Literary places, tourism and the heritage experiences. Annals of Tourism Research, 28(2), 312-333.
Hernández, B., Hidalgo, M. C., Salazar-Laplace, M. E., & Hess, S. (2007). Place attachment and place identity in natives and non-natives. Journal of environmental psychology, 27(4), 310-319.
Hoppen, A., Brown, L., & Fyall, A. (2014). Literary tourism: Opportunities and challenges for the marketing and branding of destinations?. Journal of Destination Marketing & Management, 3, 37-47.
Hosseini, Z., Karimi, Z., Mohebi, S., Sharifirad, G., Rahbar, A., & Gharlipour, Z. (2017). Nutritional preventive behavior of osteoporosis in female students: Applying health belief model (HBM). International Journal of Pediatrics, 5(1), 4137-4144.
Hsu, C. H., & Huang, S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390–417.
Huang, C. E., & Liu, C. H. (2018). The creative experience and its impact on brand image and travel benefits: The moderating role of culture learning. Tourism Management Perspectives, 28, 144-155.
Imani Khoshkhoo, M. H., & Shahrabi Farahani, M. (2018). Study of the Relationship between Meaning-oriented Factors and Perception of Tourist from Travel (Case study of foreign tourists in Tehran market). Tourism Management Studies, 13(44), 143-170.
Inzlicht, M., & Tullet, A. M. (2010). Reflecting on God: Religious primes can reduce neurophysiological response to errors. Psychological Science, 21(8), 1184–1190.
James, W. (1988). Varieties of religious experience: A study in human nature. New York: Library of America (Original work published 1902).
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1), 45-71.
Javornik A., Filieri R., & Gumann, R. (2020). ‘Don't forget that others are watching, too!’ the effect of conversational human voice and reply length on observers' perceptions of complaint handling in social media. Journal of Interactive Marketing, 50,100–119.
Jesurajan, S. V. A., & Prabhu, S. V. (2012). Dimensions of Tourism in Tuiticorin District of Tamil Nadu in India - A Critical Analysis. Business Intelligence Journal, 5(2), 245-251.
Karoubi, M., Bahari, J., Bahari, S., Bahari, H., Mohammadi, S., & Bazleh, M. (2018). Examining the Structural Relationships of Previous Visits, Motivations, Satisfaction, and Tourism Intention to Return (Case Study: Tabriz City). Geography and Human Relationships, 1(2), 716-732.
Kim, N. S. (2020). Current status and implications of coronavirus disease 2019. Health Welt. Issue Focus, 373, 1–13.
Krueger, R., & Casey, M. (2009). Focus groups (fourth ed.). London: Sage.
Lambert, Y. (2004). A turning point in religious evolution in Europe. Journal of Contemporary Religion, 19, 29–45.
Laurin, K., Kay, A. C., & Moscovitch, D. A. (2008). On the belief in God: Towards an understanding of the emotional substrates of compensatory control. Journal of Experimental Social Psychology, 44(6), 1559–1562.
Lee, C. C., & Chen, C. J. (2011). The reaction of elderly Asian tourists to avian influenza and SARS. Tourism Management, 32(6),1421–1422.
Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130–141
MacLeod, N. (2021). ‘A faint whiff of cigar’: the literary tourist’s experience of visiting writers’ homes. Current Issues in Tourism, 24(9), 1211-1226.
Mahmoodi, S., Ranjbarian, B., & Fathi, S. (2015). Understanding the Effective Factors in the Mental Images of Foreign Tourists Who Visit Iran. Journal of Tourism Planning and Development, 4(13), 72–92.
Malerba, R. C., Fernandes, C. I., & Veiga, P. (2020). What Do We Know About Destination Branding?. In Multilevel approach to competitiveness in the global tourism industry (pp. 211-228). IGI Global.
Matthews, S. (2009). Making Their Mark: Writing the Poet’s Grave. In N. Watson (Ed.). Literary tourism and nineteenth-century culture (pp. 25–36). London: Palgrave
McGuckin, M. (2015). 'Literary tourism and yeats' legacy- What can we learn from Shakespeare's birthplace?'. 11th Annual Tourism and Hospitality Research in Ireland Conference (THRIC 2015), 11-12 June.
Mirazizi, M., Sadeghpour Firozabad, A., & Khalilzade Moghdaml, M. (2012). The role of museums in the development literary tourism. Proceedings of the first national conference on literary tourism. 163-170. [In Persian]
Mirtaghian Rudsari, S. M., Farokhian, F., & Naghavi, M. (2020). Investigation of Residents' Behavior towards Tourists during COVID-19 Outbreak. Tourism Management Studies, 15(0), 115-143. doi: 10.22054/tms.2020.52929.2332.
Mirtaghian Rudsari, S. M., Farokhian, F., & Naghavi, M. (2020). Investigation of Residents' Behavior towards Tourists during COVID-19 Outbreak. Tourism Management Studies, 15(0), 115-143.
Mowen, J. C. (2000). The 3M model of motivation and personality: Theory and empirical applications to consumer behavior. Springer Science & Business Media.
Mowlana, H. (1996). Global Communication in Transition: The End of Diversity. Thousand Oaks: Sage Publication.
Norman, A. (2012). The varieties of the spiritual tourist experience. Literature & Aesthetics, 22(1), 20-37.
Novelli M., Burgess L.G., & Jones A. (2018). Ritchie B.W. ‘No Ebola… still doomed’–The Ebola-induced tourism crisis. Annals of Tourism Research, 70, 76–87
Nyaupane, G. P., Timothy, D. J., & Poudel, S. (2015). Understanding tourists in religious destinations: A social distance perspective. Tourism Management, 48, 343-353.
Olsen, D. (2017). Other journeys of creation: Non-representational theory, co-creation, failure, and the soul. Tourism Recreation Research, 42(1), 120–124.
Parady, G., Taniguchi, A., & Takami, K. (2020). Travel behavior changes during the COVID-19 pandemic in Japan: Analyzing the effects of risk perception and social influence on going-out self-restriction. Transportation Research Interdisciplinary Perspectives, 7, 100181.
Piranashvili, M., & Kadagidze, L. (2016). Mystics as a Product of Cultural Tourism (On the Example of Georgia’s Archeology). European Scientific Journal, 12(10), 377-386
Pocock, D. C. D. (1987). Haworth: The experience of a literary place. In Mollary, W.E. & Simpson-Housley, P. (Eds.), Geography and literature: A meeting of the disciplines (pp. 135-142). New York: Syracuse University Press.
Preston, J. L., & Shin, F. (2017). Spiritual experiences evoke awe through the small self in both religious and non-religious individuals. Journal of Experimental Social Psychology, 70, 212–221.
Preston, J., & Epley, N. (2005). Explanations versus applications: The explanatory power of valuable beliefs. Psychological Science, 16(10), 826–832.
Preston, J., & Epley, N. (2009). Science and God: An automatic opposition between ultimate explanations. Journal of Experimental Social Psychology, 45(1), 238–241.
Pretorius, S. (2008). Understanding Spiritual Experience in Christian Spirituality, The Spirit that Empowers: Perspective on Spirituality. Acta Theologica Supplementum, 11, 147-165.
Qaemi, V. (2012). An empirical survey on perceived value from tourism destination based on brand equity model: A case study of Qeshm Island. Management Science Letters, 2(7), 2347-2354.
Quintal, V. A., Lee, J. A., & Soutar, G. N. (2010). Risk, uncertainty and the theory of planned behavior: A tourism example. Tourism Management, 31(6), 797-805.
Ranasinghe, R., Damunupola, A., Wijesundara, S., Karunarathna, C., Nawarathna, D., Gamage, S., ... & Idroos, A. A. (2020). Tourism after corona: Impacts of COVID 19 pandemic and way forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry in Sri Lanka (April 22, 2020).
Reisinger, Y., Turner, L. William (2003). Cross-Cultural Behaviour in Tourism. Butterworth Heinemann, Oxford.
Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism Management, 27(6), 1209–1223.
Robinson, M., & Anderson, H. C. (2002). Literature and tourism: reading and writing tourism texts. London: Continuum.
Rocklage, M., & Fazio, R. (2020). The enhancing versus backfiring effects of positive emotion in consumer reviews. Journal of Marketing Research, 57(2), 332–352.
Safari, M. (2013). Nishabour is a potential for Iranian literary tourism. The second national conference on tourism and nature tourism in Iran. Hamedan. (In Persian)
Saghaii, M., Javanbakht Ghahfarrokhi, Z., Hataminejad, H., & Sabet Koushkinian, M. (2018). Strategic planning capabilities Tourism in Islamic Mysticism (With emphasis on the Ghomes). Geography (Regional Planning), 8(31), 157-174.
Schneiders, S. M. (1989). Spirituality in the academy. Theological Studies, 50(4), 676-697.
Sedikides, C., Wildschut, T., Arndt, J., & Routledge, C. (2008). Nostalgia: Past, present, introspection: an illustrative photographic essay. J Bus Res 2006; 59(6):714–25.
Shafia, S., & Sabaghpour Azarian, M. (2017). An Investigation on the Concept of Spirituality in Tourism: Content Analysis Abstract. Tourism Management Studies (Tourism Studies), 11(35), 107–127.
Shams. M., & Amini. N. (2009). Measuring Of Components Of Iranian Culture And It’s Affect On Tourism Development. Quarterly Journal of Human Geography. 1(4), 81-93. (In Persian)
Sharpley, R. (2016). Tourism and Spirituality: An Evolving Relationship. International Journal of Tourism, Culture & Spirituality, 1(1), 8-24.
Sharpley, R., & Jepson, D. (2011). Rural tourism: A spiritual experience?. Annals of tourism research, 38(1), 52-71.
Shirmohammadi, Y., & Abyaran, P. (2019). The influence of spiritual experience on the brand of religious place. International journal of Tourism, Culture & Spirituality, 4(1), 33-55. doi: 10.22133/ijts.2019.95829
Shirmohammadi, Y., & Atri, N. (2021). The effect of traction factors and marketing drive factors on attracting older cultural tourists (Case study of European tourists). Tourism of Culture, 2(5), 49-60.
Shirmohammadi, Y., & Abyaran, P. (2020). Brand Image of Mystical Spiritual Tours and Tourists’ Satisfaction and Quality of Life. International journal of Tourism, Culture & Spirituality, 4(2), 165-195.
Shirmohammadi, Y., & Hashemi Baghi, Z. (2021). The Effect of Literary Tourism on Increasing Re-Visits to Tourism Destinations through Spirituality and Authenticity. International journal of Tourism, Culture & Spirituality, 5(1), 13-36.
Shirmohammadi, Y., Jalalian, S. I., & Mansouri, S. (2020). Impact of the image and character of the destination and their impact on the attitude and intention of choosing a tourism destination Case Study: Tehran City. Urban tourism, [In Persian]
Smith, Y. (2012). Literary tourism as a developing genre: South Africa’s potential. Unpublished Dissertation. University of Pretoria.
Soleimanpour, H. (2006). Nature Based Tourism: A Draft International Covenant. Iran, Tehran, Center for Sustainable Development (CENESTA) Publication.
Solomon, M. R., & Behavior, C. (1994). Buying, having and being. London: Prenticle Hall.
Strielkowski, W., Veinbender, T., Tvaronavičienė, M., & Lace, N. (2020). Economic efficiency and energy security of smart cities. Economic research-Ekonomska istraživanja, 33(1), 788-803.
Stump, R. W. (2000). Boundaries of Faith: Geographical Perspectives on Religious Fundamentalism. Lanham, MD: Rowman & Littlefield.
Taylor, J. E. & Pouliot, A. (2020) Introduction: Placing the author in ecologies of literary tourism. Nineteenth-Century Contexts, 42(4), 381-389.
Thams, F., Kuzmina, A., Backhaus, M., Li, S. C., Grittner, U., Antonenko, D., & Flöel, A. (2020). Cognitive training and brain stimulation in prodromal Alzheimer’s disease (AD-Stim)—study protocol for a double-blind randomized controlled phase IIb (monocenter) trial. Alzheimer's Research & Therapy, 12(1), 1-12.
Thomson, M., MacInnis, D. J. and Park, C. W. (2005), The ties that bind: Measuring the strength of consumers' emotional attachment to brands. Journal of Consumer Psychology, 15(1), 77-91.
Tremblay-Huet, S. (2020). COVID-19 leads to a new context for the “right to tourism”: A reset of tourists’perspectives on space appropriation is needed. Tourism Geographies, 22(3), 720-723.
Valdesolo, P., & Graham, J. (2014). Awe, uncertainty, and agency detection. Psychological science, 25(1), 170-178.
Van Nguyen, D., Pham, G. H., & Nguyen, D. N. (2020). Impact of the Covid-19 pandemic on perceptions and behaviors of university students in Vietnam. Data in Brief, 31, 105880.
Van Vuuren, C., & Slabbert, E. (2011). Travel behaviour of tourists to a South African holiday resort. African Journal for Physical, Health Education, Recreation and Dance, 17(4), 694–707.
Voyé, L. (2002). Popular Religion and Pilgrimages in Western Europe. in W. H., Swatos and L., Tomasi (eds), From Medieval Pilgrimage to Religious Tourism, Westport, 36-115
Wang, Y., Zhang, M., Li, S., McLeay, F., & Gupta, S. (2021). Corporate responses to the coronavirus crisis and their impact on electronic‐word‐of‐mouth and trust recovery: Evidence from social media. British Journal of Management, 32(4), 1184-1202.
Watson, N. J. (2006). The literary tourist. Readers and places in Romantic and Victorian Britain. London: Palgrave.
Watson, N. J. (2009) (Ed.). Literary tourism and nineteenthcentury culture. London: Palgrave
Weaver, P. A., McCleary, K. W., Han, J., & Blosser, P. E. (2009). Identifying leisure travel market segments based on preference for novelty. Journal of Travel & Tourism Marketing, 26(5–6), 568–584.
Wenzel, M., Stanske, S., & Lieberman, M. B. (2020). Strategic responses to crisis. Strategic Management Journal, 41(7/18), 3161.
Williams, S. (1988). Tourism Geography. New York: Routledge, pp. 150–171.
Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38-47.
)