درخت حوزه‌های تخصصی

Museum is the archaeological approach to the date, time, culture, society and human status or a demonstration of the new global conditions. Without understanding the philosophy, the meaning and nature museum cannot realize its importance in view of civilization. Today, Museums benefit from lots of different Marketing tactics in attracting visitors. Marketing is something used by someone who wants to influence the decision and behavior of another in order to reach its organizations' economic and social goals. Art Marketing is an integrated management process, which regards mutually satisfying exchange relationship with the customers as a means to achieve the organizational objectives.  One of the effective solutions is the using of the cultural marketing in order to develop a museum. The main objective of this study is the effect of the optimal use of cultural marketing in the rate of visits to museums. An analytical-descriptive methodology has been applied in this study. The questionnaire contains 35 items on a 5-point Likert scale. 300 questionnaires were distributed among visitors and museum officials in Tehran, Tabriz, Hamedan and Sanandaj were collected and analyzed. Cronbach’s alpha coefficient was used to ensure the reliability of the research tool. The questionnaire showed a very good reliability of 0.84 percent. The results show that the optimal utilization of cultural products, develop optimal pricing strategies, organizing people on the visit rate is effective. In addition, suitable use of advertising has increased the amount of historical tourism and visiting museums rate.

As a symbol of the Islamic spiritual economy, Waqf has been always present and alive in all aspects of the Islamic countries, and it has attracted the attentions of many researchers of different fields due to its multidimensional functional. Based on their desire for eternity, they defined Waqf in terms of a proverb saying “I benefit from whatever I endow”. In several tourists’ travelogues such as travelogues by Nasir Khusraw, Jean Chardin, etc. has mentioned this spiritual tradition as a humanistic economy showing the effects of Waqf on perceiving the tourist destination. Since the modern generation of tourists look for new experiences, thus obtaining a rich content of this spiritual heritage can satisfy them and help the promotion of humanistic models of economy such as Waqf . In terms of its objective, this is a practical research, and it is descriptive-analytical based on its data collection method. The results are obtained in meta-synthesis of documents, articles and travelogues relation to the Waqf tradition. Indeed, the main objective of this article is to provide the mentioned introduction, promotion and reinforcement to understand the different aspects of Waqf tradition based on the travelogues in order to reinforce the perceived value by the tourists of Iranian cities so that the modeling of these concepts leads to the promotion of this spiritual economy model among the other cultures. The results show that considering the perceivable aspects of Waqf , this intangible heritage can be introduced to the tourists in terms of four main aspects including the emotional, cognitive, functional and social aspects and to promote this spiritual heritage based on the religious background of tourists at the international level with regard to the environmental-humanistic aspects of economy; as in Iranian culture, it is believed that “give bread to everyone who enters this house and don’t ask his faith, because the one who deserves a life for god, deserves a bread for us”.

The purpose of this study was to investigate the effect of business intelligence, foreign market knowledge and entrepreneurial characteristics on the speed of internationalization with the mediating role of organizational agility in SME pharmaceutical companies in Alborz province. The statistical population of this research was formed by those who hold a position and responsibility in SME pharmaceutical companies. In fact, they are decision makers. Therefore, it is possible to consider those who are part of the managerial positions, assistants, supervisors, senior decision makers, board members, and experts of different departments of SME pharmaceutical companies of Alborz province as members involved in the statistical population. did In this research, Klein's approach was used to determine the sample size. He believes that 10 or 20 samples are necessary for each variable. Considering the presence of 8 variables in the research, the sample size is estimated to be 20 times that is 160 samples. Non-probability sampling method was used. A researcher-made questionnaire was used to collect data and its Cronbach's alpha coefficient was 0.950, which indicates the reliability of the research tool. Also, the KMO test was confirmed in the validity of the research instrument construct. Smart PLS software was used to analyze the data and test the research hypotheses. The research findings out of the ten mentioned hypotheses show the confirmation of seven hypotheses and the rejection of three hypotheses. The foreign market knowledge construct did not show any positive and significant relationship with organizational agility structures and the speed of internationalization and also its mediating role was not confirmed. But other structures, namely business intelligence and entrepreneurial characteristics, showed a significant and positive relationship with organizational agility and the speed of internationalization, both directly and indirectly through the mediating role of organizational agility.