Presenting the model of smart tourism development strategies in Iran

Subject Areas : Jounal of Marketing Management

neda  aslani ¹ (Ph.D. student of Marketing, Department of Business Management, Roudhen Branch, Islamic Azad University, Roudhen, Iran)
leila  Andervazh ² (Assistant Professor, Business Management Department, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran)
kiumars  Arya ³ (Assistant Professor,economy Departmentroudehen Branch, Islamic Azad University, roudehen, Iran)

Received: 2023-12-15 Accepted : 2024-03-13 Published : 2024-07-02

Keywords: Tourism, smart tourism, communication and information technology.,

Abstract :

Today, tourism is known as the largest and most diverse industry in the world. The current research was conducted with the aim of presenting a model of smart tourism development strategies in Iran. In the first part of the qualitative method with an inductive approach, it is exploratory in nature and basic research in terms of direction. In the second part, a quantitative method was used to confirm the dimensions and model. Therefore, in terms of practical purpose, in terms of research strategy, it is considered a survey. The statistical population in the qualitative section is experts in the field of tourism, whose sample size is 15 people based on theoretical saturation. In this section, the method of sampling is purposeful. The statistical population is a small part of the tourists in Iran (unlimited), based on this, the sample size was determined to be 384 people. The main tool of data collection was semi-structured in-depth interview in the qualitative part and the questionnaire was used in the quantitative part. Qualitative data analysis was done using the data-based theory method and quantitative data analysis was done using structural equation method (Amos). Based on the obtained paradigm model, the components related to smart tourism in six categories of causal factors (economic factors, technological factors, infrastructural factors and legal factors), background conditions (environment, social factors and cultural factors), intervention conditions (Government support and political and security factors), core category (smart tourism goals, smart tourism experiences and smart tourism business ecosystem), including strategies (support industries, technical measures and electronic marketing) and finally consequences (consequences economic, social, stability and political) were identified. In the quantitative section, the case model was examined and confirmed.

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