نوع مقاله : مقاله پژوهشی
1 دانشجوی دکترای تخصصی منابع انسانی، گروه مدیریت دولتی ، واحد قائمشهر، دانشگاه آزاد اسلامی، قائمشهر، ایران
2 دانشیار گروه مدیریت دولتی، واحد قائم شهر، دانشگاه آزاد اسلامی، قائم شهر، ایران
عنوان مقاله [English]
The purpose of this study is to investigate the role that the entrepreneurial personality of city managers can play in the city brand model through which the city benefits from attracting foreign and domestic tourists. The statistical population in this study included all municipal managers at both senior and operational levels, members of the city council and officials of the heritage department related to the tourism sector in Mazandaran province. Purposeful (judgmental) sampling was performed in three cities of Amol, Babol and Mahmoudabad. The research tool included a library study and a researcher-made questionnaire, and in order to ensure its validity, in addition to the opinions of expert city managers, the mean of extracted variance was also used. Cronbach's alpha, combined coefficient and internal reliability were used to determine the reliability. In this study, two questionnaires were used. The first questionnaire was to examine the entrepreneurial personality of human resources, which was answered by senior municipal managers and members of the city council, and the second one which was designed to assess the status of the city brand, was answered by municipal operational managers and officials of the heritage department related to the tourism sector. To determine the degree of fit of the conceptual model, the structural equations method using the partial least squares method and Smart PLS 3 software were used. Fitting the conceptual model of the research with the success of the test and the findings showed that there were significant relationships between the variables of entrepreneurial personality of human resources, city brand and sustainable income. Therefore, the claimed model has a good fit.