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PurposeAs tourism development is an unquestionable part of every national growth policy, this study aims to introduce an integrated method employing MICMAC analysis for understanding the key strategic variables of Iran's tourism development system.Design/methodology/approachThe structural analysis with MICMAC method was used to determine the classification of variables, aimed at structuring ideas to deal with complex decision-making and help planners and policymakers formulate future-based strategies.FindingsThe cross-impact matrix was used to identify the development variables having the greatest impact on the development of Southeast Asian tourism to Iran. The results showed that among 43 variables, 10 have great potential as key variables in the future of Iran's tourism development.Research limitations/implicationsMICMAC, as a structural analysis technique, is regarded as being the most appropriate to identify the key variables in the development of the Iranian tourism system. The limitation was that the other tourism markets, apart from ASEAN tourists, and the tourism demand-side were excluded from this study.Practical implicationsThe present study indicates that identifying key factors that influence the supply side of Iran's tourism system is worthwhile. Consequently, the findings show how these key factors can play a vital role in long-range economic sustainability and lead to the development of Iran's tourism market to enhance globally its competitiveness as a destination to attract international ASEAN tourists.Originality/valueThis study is one of the first papers to focus on the development of Iran's tourism market from a supply-side through structural analysis. Its findings are valuable as they can be used by the tourism authorities in the process of developing future tourism scenarios for Iran.

PurposeThis paper aims to examine tourists' behavioral changes in response to health crises, this study examines the individual's uncertainty and adaptability to the challenges using behavioral coping strategies.Design/methodology/approachThe study combines the theory of planned behavior (TPB) and protection motivation theory. Using the PLS-SEM technique, this study examines the relationship between the destination's competitive profits and travel intention of Iranian tourists in the post-Covid-19 pandemic.FindingsThe social-support coping (Instrumental) does not incorporate tourists' adaptive behaviors. Vulnerable vaccination significantly affects the extremeness of an individual's problem-focused coping, which affects tourist's adaptive behaviors in crisis time, indicating the effectiveness of the Covid-19 vaccination on travel intention.Research limitations/implicationsThe findings may assist tourism authorities and planners develop unique tourism products and services based on tourist behavior following the health crises.Originality/valueThis study contributes to development of the TPB method, indicating that visa exemption and competitive profits of a destination would motivate travel intention existing inefficacy of local government and its negative background, reshaping and thus influencing changing behavior.