ارائه مدل استراتژی های توسعه گردشگری هوشمند در ایران
محورهای موضوعی : مدیریت بازاریابی
ندا اصلانی
1
(دانشجوی دکتری بازاریابی، گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران)
لیلا آندرواژ
2
(استادیار گروه مدیریت بازرگانی، واحد بین‌المللی خرمشهر، دانشگاه آزاد اسلامی، خرمشهر، ایران)
کیومرث آریا
3
(استادیار گروه اقتصاد، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران)
کلید واژه: گردشگري, گردشگري هوشمند, فناوری ارتباطات و اطلاعات.,
چکیده مقاله :
در عصر حاضر صنعت گردشگری با دگرگونی عظیمی روبرو شده است .شهور فناوری هی نوین فرصت ها و چالش های جدیدی را جهت توسعه این صنعت به وجود آورده است. پژوهش حاضر با هدف ارائه مدل استراتژی های توسعه گردشگری هوشمند در ایران انجام شده است. در قسمت اول از روش كيفي با رويكرد استقرائي و به لحاظ ماهيت از نوع اكتشافي و از نظر هدف،کاربردی محسوب مي شود. در قسمت دوم از روش كمي برای تایید ابعاد و مدل استفاده شد. جامعه آماری در بخش کیفی صاحب نظران حوزه گردشگري، که حجم نمونه براساس اشباع نظری 15 نفر به روش نمونه گیری هدفمند انتخاب شدند. جامعه آماری بخش کمی شامل گردشگران در ایران که بر فرمول کوکران حجم نمونه برابر با 384 نفر تعیین شد. ابزار اصلی گردآوری داده ها در بخش کیفی، مصاحبه عمیق نیمه ساختاریافته و در بخش کمی از پرسش نامه استفاده شد. تحلیل داده های کیفی با روش نظریه داده بنیاد و تحلیل داده ها در بخش کمی با روش معادلات ساختاری و نرم افزار ایموس انجام شد. براساس مدل پارادایمی بدست آمده، مولفه های مرتبط با گردشگری هوشمند در شش دسته عوامل علی شامل (عوامل اقتصادي، عوامل تکنولوژیکی، عوامل زیرساختی و عوامل قانونی)، شرایط زمینه ای شامل (محیط زیست، عوامل اجتماعي و عوامل فرهنگی)، شرایط مداخله ای شامل (حمایت دولت و عوامل سياسي و امنیتی)، مقوله محوری(مقاصد هوشمند گردشگري، تجربیات هوشمند گردشگري و اکوسیستم کسب و کار هوشمند گردشگري)، راهبردها شامل (صنایع پشتیبان، اقدامات فنی و بازاریابی الکترونیکی) و در نهایت پیامدها (پیامدهای اقتصادی، اجتماعی، پایداري و سیاسی) شناسایی شدند. در بخش کمی نیز مدل مورد مورد بررسی و تایید قرار گرفت.
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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