تحلیل توسعه گردشگری الکترونیک (مطالعه موردی: کلان‌شهر تبریز)

محورهای موضوعی : فصلنامه علمی برنامه ریزی منطقه ای

زهرا رسول زاده ¹ (دانشجوی دکتری جغرافیا و برنامه‌ریزی شهری، دانشگاه زنجان، زنجان، ایران.)
ابوالفضل مشکینی ² (دانشیار گروه جغرافیا و برنامه‌ریزی شهری، دانشگاه تربیت مدرس، تهران، ایران.)
موسی واعظی ³ (دانشجوی دکتری جغرافیا و برنامه‌ریزی شهری، دانشگاه تبریز، تبریز، ایران.)

تاریخ دریافت : 1399/09/04 تاریخ پذیرش : 1400/01/04 تاریخ انتشار : 1401/10/01

کلید واژه: تحلیل عاملی, گردشگری, تحلیل مسیر, شهر تبریز, گردشگری الکترونیک,

چکیده مقاله :

فناوری اطلاعات و ارتباطات به واسطه ایجاد محیط اطلاعاتی برای هر یک از مؤسسات توریستی و ایجاد ساختار اطلاعاتی که در آن کل سیستم می‌تواند به خوبی کار کند در سیستم توریسم تأثیرگذار می‌باشد. هدف پژوهش حاضر شناسایی عوامل مؤثر بر توسعه گردشگری الکترونیک و روابط علی میان آن‌ها می‌باشد. پژوهش حاضر از نظر هدف کاربردی و از لحاظ روش توصیفی می-باشد. ابزار گردآوری اطلاعات منابع کتابخانه‌ای و اسنادی و پرسشنامه می‌باشد. با بهره‌گیری از روش دلفی فازی مهم‌ترین عوامل مؤثر مورد شناسایی و روابط بین عوامل با استفاده از مدل تحلیل مسیر در Smart Pls مورد بررسی قرار گرفته است. بررسی پایایی و روایی با پایایی مرکب و روایی همگرا می‌باشد که میزان آن برای تمامی متغیرها به ترتیب بالای 7/0 و 5/0 نشان دهنده روایی و پایایی مطلوب می‌باشد. نتایج مدل تحلیل مسیر نشان دهنده آن است که از 4 متغیر مورد توافق اعضای پانل دلفی، متغیر-های سخت‌افزار، نرم افزار، فرهنگی-اجتماعی و مدیریتی - اقتصادی با 36 متغیر که اجزای مدل را تشکیل می دهند، تأثیر مثبت و معناداری بر گردشگری الکترونیک دارند. با توجه به نتایج تحقیق متغیرهای مستقل پژوهش؛ سخت افزار، نرم افزار، مدیریتی و اقتصادی و اجتماعی و فرهنگی به ترتیب با ظرایب مسیر 81/0، 54/0، 33/0 و 32/0 در سطح معنی داری p< /05 بر متغیر وابسته پژوهش تأثیر مثبت و معناداری داشته است که در بین شاخص‌های بررسی شده بیشترین تأثیر با ضریب 81/0 مربوط به متغیر سخت افزار و پس از آن به ترتیب متغیرهای نرم‌افزار، مدیریتی و اقتصادی واجتماعی و فرهنگی قرار دارد.

چکیده انگلیسی:

Information and communication technology is effective in the tourism system by creating an information environment for each tourism institution and creating an information structure in which the whole system can work well. The purpose of this study is to identify the factors affecting the development of e-tourism and the causal relationships between them. The present study is applied in terms of purpose and descriptive in terms of method. The data collection tool is library and documentary sources and a questionnaire. Using the fuzzy Delphi method, the most important effective factors have been identified and the relationships between the factors have been investigated using the path analysis model in Smart Pls. Reliability and validity are combined with combined reliability and validity, the value of which for all variables above 0.7 and 0.5, respectively, indicates the desired validity and reliability. The results of the path analysis model show that of the 4 variables agreed upon by Delphi panel members, hardware-software, socio-cultural and managerial-economic variables with 36 variables that constitute the components of the model, have a positive and significant effect on They have e-tourism. According to the research results, independent research variables; Hardware, software, management, economic, social and cultural with path fines of 0.81, 0.54, 0.33 and 0.32 at the significant level of p <0.05, respectively, had a positive and significant effect on the research dependent variable Among the studied indicators, the most impact with a coefficient of 0.81 is related to the hardware variable, followed by software, management, economic, social and cultural variables, respectively.

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