Journal of Razavi Culture

Abstract Abstract
Cultural and artistic industries, due to their impact on cultural identity and their crucial role in the creative economy, require effective marketing strategies. Despite the significance of this field, limited research has focused on identifying the dimensions and components of marketing strategies in these industries. Therefore, the main question of this study is: What are the dimensions and components of marketing strategies in the Astan Quds Razavi Institute of Artistic Creations, and how are the relationships between these dimensions structured. This qualitative research was conducted using thematic analysis through coding and causal cognitive mapping with the UCINET software. In the first phase, a review of relevant academic articles from the past ten years was conducted, leading to the selection of 60 articles. Then, in-depth interviews were conducted with eight experts from the institute using purposive sampling. Finally, causal cognitive mapping was employed to explain the relationships among the identified components.The findings revealed a total of 170 basic themes and 40 organizing themes. The marketing strategies at the Astan Quds Razavi Institute of Artistic Creations encompass seven overarching themes: environmental analysis, market segmentation, positioning, targeting, product, pricing, and advertising. Additionally, the relationships among these variables indicate that marketing strategy dimensions are not only significant independently but also interact dynamically, forming a comprehensive and interconnected system. Among them, targeting and environmental analysis have the greatest impact.The proposed model can serve as an effective tool for enhancing marketing efforts in cultural and artistic industries, strengthening the institute’s competitive position in the market.

Abstract The field of cultural economy is one of the new and profitable fields that can provide good solutions to solve the financial problems of cultural organizations with scientific study. Astan Quds Razavi organization is one of the organizations that is active in the field of cultural economy; But it has not yet been able to use the many capacities it has. On the other hand, due to the lack of research in this field and considerations related to the Astan Quds Razavi organization; For example: the image and brand of Imam Reza (PBUH), there is no research that can solve this need. The current research tries to extract the components of the cultural economy in Astan Quds Razavi by using thematic analysis method by emphasizing the narrations of Oyyun Al-Akhbar Al-Reza (PBUH) and using the statements of the Supreme Leader Ali Khamenei, the macro policies of Astan Quds Razavi and theoretical litrature. After extracting the texts related to the research from the mentioned sources, about 1200 initial codes were extracted. After screening and combining the initial codes, 99 basic themes, 20 Organizing themes and 6 global themes were extracted; global themes are including “productivity, cost reduction and revenue increase”, “image and prestige of Astan Quds Razavi”, “attention to synergy, coherence and coordination”, “strategic planning, foresight, rationality, and scientific awareness”, “creativity and innovation” and “contextual conditions and activity infrastructure”. Finally, the network of themes presented in this research can help policy makers of cultural economy in Astan Quds Razavi for successful planning in this field.

Abstract At present, the increasing spread of human tendency to divine beliefs and religion has led various communities to show more willingness to attend religious sites and pilgrimage. On the other hand, the phenomenon of aging in the modern world, and especially in Iran, is increasing due to the demographic factors of the population due to the decrease in births and mortality. Iran is known as a religious country. The ever-increasing presence of pilgrims and elderly worshipers in religious places of the country, and the requirement for accountability and service tailored to this category, requires special attention to the needs of the elderly in these places.
This study uses data from interviews with selected elites in Āstān Quds Raḍavī, and the qualitative method of data theorizing, and using the software "Max Q D A" seeks to provide a conceptual model to meet the needs of the elderly in twelve categories corresponding to the five basic human needs in William Glasser’s choice theory.
This study has provided models for increasing security of life, and physical and mental needs of the elderly in terms of the need to survive; and the sense of belonging and emotional attachment, the physical contact in terms of the need for love and a sense of belonging and success; and the desired behavior and respect for the elderly in terms of the need for power; and gentleness of conduct and non-disturbance with regard to the pilgrim and the freedom to choose and creativity for the elderly in terms of the need for freedom; and finally, being with others for worship, staying in religious places and repeating pilgrimage in terms of the need to have fun.

Abstract The purpose of this research is to find strengths and weaknesses, foreign opportunities and threats regarding historic Hijrah Route of Imam Reza– Velayat Road- between Neyshaboor and Robat-e Torogh, Mashhad. 140 questionnaires has been distributed and collected among statistical population of the current research including managers of organizations and community institutions, professors of the university and advisors who are involved in historical, economic and social and cultural, political and climate aspects of the Velayat Road and tourism. Statistical Analysis of the research indicates that historic landmarks like Qadamgah, holy places and inns, caravanserai and cisterns on the route is considered the most significant strong point and shortage of medical health facilities is the most significant weak point, very high capacity of the Route (Mashhad) is considered major opportunity and lack of strategic plan for attraction of foreign tourists is considered as a most significant threat for reviving the route. SWOT analysis shows that planning for national registration and then world record of the Velayat road, creating systematic mechanism to facilitate the travel and to reduce concerns of the tourists, and aligning the officials with the people of the region could be appropriate strategies for revivaling of the Velayat Road.