Document Type : Research Paper
Authors
1 Associate Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran
2 PHD student in tourism‚ Yazd unversity of Science and Arts‚ Iran
Abstract
The tourism industry is known as the main drivers of development in many countries. However, seasonal fluctuations in tourism demand, as one of the major challenges of this industry, have significant impacts on the economy, society and environment. The aim of this research is to identify appropriate management solutions to improve the challenges of seasonal fluctuations in tourism demand in Yazd Province. The type of research is analytical-descriptive. Library resources and interviews were used to collect information. The technique used in this research is cognitive mapping. The statistical population is 75 tourism experts in Yazd Province, and the snowball sampling method was used. FCMapper and UCINET6 software were used to analyze the data, and fuzzy cognitive maps were drawn. The research findings showed that 15 management strategies, including the development of seasonal events and festivals, targeted advertising, discounts and financial incentives, improving service quality, developing infrastructure, diversifying tourism products, planning for domestic and religious tourism, collaborating with travel agencies and government organizations, using technology and digital marketing, and developing sustainable tourism, were identified as the most important strategies to reduce the negative effects of seasonal fluctuations. Based on the analyses conducted, collaborating with government and local organizations, planning for religious tourism, and planning for domestic tourism were identified as key factors with the greatest centrality and influence on other factors. The results of this research show that implementing the identified strategies can help reduce seasonal fluctuations, increase tourism demand in the off-season, and improve the tourism situation in Yazd province.
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