تحلیلی بر موانع توسعه گردشگری الکترونیک در ایران؛ رویکرد مدل‌سازی ساختاری تفسیری فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی (مربی) دانشگاه یزد

2 کارشناس ارشد مدیریت بازاریابی جهانگردی، دانشکده مدیریت دانشگاه تهران

3 دانشجوی دکتری تخصصی مدیریت تولید و عملیات، دانشکده مدیریت دانشگاه تهران، تهران

چکیده

در سال‌های اخیر فناوری اطلاعات روش‌های عمل را در تمامی سازمان‌ها و به ویژه در صنعت گردشگری متحول ساخته است. امروزه فناوری اطلاعات به دلیل تسهیل فعالیت‌های بسیار مهم تولید، جمع‌آوری، پردازش، اجرا و تبادل اطلاعات یکی از مهم‌ترین عناصر اجرای عملیات صنعت گردشگری به حساب می‌آید. بنابراین با توجه به اهمیت صنعت گردشگری الکترونیک، شناسایی موانع بکارگیری آن می‌تواند اولین گام برای توسعه همه جانبه این صنعت باشد. این پژوهش با ترکیب روش‌های کیفی (دلفی) و کمی (تحلیل عاملی تاییدی مرتبه دوم)، مدلی رابرای تبیین ارتباط بین موانع توسعه گردشگری الکترونیک، تبیین کرد. جامعه آماری این پژوهش شامل دو دسته، خبرگان و مدیران ارشد صنعت گردشگری (دسته اول) و کارکنان و مدیران سازمان میراث فرهنگی، صنایع دستی و گردشگری کشور (دسته دوم) هستند. برای انتخاب خبرگان از روش نمونه‌گیری گلوله برفی (10 نفر) استفاده شد و جامعه نمونه دسته دوم به روش نمونه‌گیری تصادفی ساده (60 نفر) انتخاب گشتند. در ادامه و با مرور ادبیات پژوهش و استفاده از تکنیک دلفی، 7 مانع اصلی و 22 مانع فرعی شناسایی گشت و با استفاده از نرم افزار SMART PLS2 مدل اصلی پژوهش ساختاردهی شد. بر اساس مدل ایجاد شده با تکنیک FISM، موانع اقتصادی به عنوان تاثیرگذارترین و موانع نرم افزاری و آموزشی و رفتاری به عنوان تاثیرپذیرترین موانع شناخته شدند. بر اساس نتایج به‌دست آمده مدیران و برنامه‌ریزان گردشگری قادر خواهند بود تا به روشنی دریابند که برای توسعه گردشگری الکترونیک چه اقداماتی را باید در کانون توجه خود قرار دهند.

کلیدواژه‌ها

عنوان مقاله [English]

Analyzing the Barriers of E-tourism Development in Iran Using the Fuzzy Interpretive Structural Modeling Approach

نویسندگان [English]

  • Ali Delshad 1
  • Farzaneh Abohashem Abadi 2
  • Iman Ghasemian Sahebi 3
  • Mehdi Ajali 3
1 Faculty Member (Instructor) at Yazd University
2 MSc. in Tourism Marketing Management at University of Tehran, Faculty of Management
3 PhD student of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran
چکیده [English]

In recent years, information technology has changed the practical methods in all corporations especially in the tourism industry. Nowadays, information technology is considered as one of the most important factors of everyday running processes in the tourism industry as the result of facilitating such important activities as producing, gathering, processing, applying, and communicating information. Therefore, to realize the importance of e-tourism industry, identifying the barriers of its application can be the first step, which contributes to the process of comprehensive development of the tourism industry. The research has offered a model by combining qualitative (Delphi) and quantitative (the second order of the confirmatory factor analysis) approaches which can be used by managers as planning and decision making guidelines. The statistical population was divided into two categories. The first was tourism experts and senior managers. The sampling method was snowball, and the sample size was 10. The second was the staffs and managers of ICHHTO. Its sampling method was simple probability, and the sample size was 60. For the purpose of this research, seven main barriers and 21 secondary barriers were identified by reviewing the literature and using the Delphi technique. Then, the main research model was structured by using SMART PLS. Also, the economic barriers were recognized as the most effective barriers, and software, educational and behavioral barriers were recognized as the most influenced ones, based on the created model by using the FISM technique. As the results indicated, tourism planners and managers are able to take proper actions to develop E-tourism.

کلیدواژه‌ها [English]

  • Development barriers
  • E-tourism
  • Fuzzy interpretive structural modeling
  • Path analysis

مراجع

1-    Bagheri Dargah, B., & Golrokhsari, H. (2012). “E-tourism and Customer Satisfaction Factors”. International Journal of Advances in Management Science.
2-    Bednarczyk, M. (2011). “Czynniki konkurencyjności biznesu turystycznego w regionach–podstawy metodyczne badań”. Zarządzanie konkurencyjnością biznesu turystycznego w regionach, 65-74.
3-    Bhuiyan, M. A. H., Siwar, C., & Ismail, S. M. (2013). “Tourism development in Malaysia from the perspective of development plans”. Asian Social Science, 9(9), 11.
4-    Bon, Maedeh. (1389). “A review on medical tourism in developing countries, Focusing on Iran”. Translator: Torabahmadi, Mozhgan. Month book of social sciences, No 36, PP. 103-114.
5-    Bookman, M. Z., & Bookman, K. R. (2007). Medical tourism in developing countries. New York: Palgrave Macmillan.
6-    Buhalis, D. (1998). “Strategic use of information technologies in the tourism industry”. Tourism management, 19(5), 409-421.
7-    Buhalis, D. and Licata, M., (2002). “The future of E-tourism intermediaries”. Tourism Management 23, pp. 207–220.
8-    Cho, V. (1998). “World Wide Web resources”. Annals of Tourism Research, 25(2), 518-521.
9-    Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika.
10-Farzamnia, Ata. (1385). “Investigating the effects of using ICTs in tourism industry development of Iran”. Master dissertation, management faculty, University of Tehran.
11-   Gupta, U., &Ramesh, a. (2015). “Analyzing the Barriers of Health Care Supply Chain in India: The Contribution and Interaction of Factors”. Procedia - Social and Behavioral Sciences, 189, 217–228.
12-   Heung, V. C., Kucukusta, D., & Song, H. (2011). “Medical tourism development in Hong Kong: An assessment of the barriers”. Tourism Management, 32(5), 995-1005.
13-   Jaliu, D. D. (2012). “The effectiveness of public policies and Structural Funds in enhancing tourism development. The case of Romania”. Theoretical and Applied Economics, 12(12), 37.
14-   Karami Dehkordi, Mehdi & Kalantari, Khalil. (1390). “Identification of Rural Tourism Problem in Chaharmahal -&- Bakhtiari Province Using Grounded Theory Technique”. Journal of Rural Research, Volume 2, Issue 7, PP 1-30.
15-   Kauko, K., & Palmroos, P. (2014). “The Delphi method in forecasting financial markets-An experimental study”. International Journal of Forecasting, 30(2), 313–327.
16-   Keller, P. (2006). “Towards an innovation oriented tourism policy: A new agenda”. Innovation and product development in tourism, 55-70.
17-   Kshetri, N. (2008). “Barriers to e-commerce and competitive business models in developing countries: A case study”. Electronic commerce research and applications, 6(4), 443-452.
18-   Kumar Sharma, S., & Bhat, A. (2014). “Modelling supply chain agility enablers using ISM”. Journal of Modelling in Management, 9(2), 200–214.
19-   Leonidou, L. C. (1999). ‘Barriers to international purchasing: the relevance of firm characteristics”. International Business Review, 8(4), 487-512.
20-   Najda-Janoszka, M., & Kopera, S. (2014). “Exploring barriers to innovation in tourism industry–the case of southern region of Poland’. Procedia-Social and Behavioral Sciences, 110, 190-201.
21-   Pappas G, (2000).”The impact of internet on the airline industry’s information technology”. Innovation and product development.
22-   R.Rebar, C., Gersch, C. J., Macnee, C. L., & McCabe, S. (2011). “Understanding Nursing Research: Using Research in Evidence-Based Practice”. The effects of brief mindfulness intervention on acute pain experience: An examination of individual difference (Vol. 1).
23-   Rayman-Bacchus, L. and Molina, A. (2001) “Internet-based tourism services: business issues and trends”, Futures, 33, pp.587-605.
24-   Reinders, J. and Baker, M., (1998). “The future for direct retailing of travel and tourism products: The influence of information technology”. Progress in Tourism and Hospitality Research 4 1, pp. 1– 15
25-   Scottish Parliament. ) 2002). Handbook of Tourism e-business, Yale University.
26-   Sharma, S. (2010). Qualitative methods in statistics education research: methodological problems and possible solutions. Proceedings of the Eight International Conference on Teaching Statistics, 8. Retrieved from
27-   Singh, P. K. (2008). Medical tourism. India: Kanishka.
28-   Sundbo, J., Orfila-Sintes, F., & Sørensen, F. (2007). “The innovative behavior of tourism firms—Comparative studies of Denmark and Spain”. Research policy, 36(1), 88-106.
29-   Tajzadeh-Namin, A. (2012). “Barriers to establish e-business for developing tourism industry: A case study of Kish Island”. Management Science Letters, 2(3), 921-926.
30-   Taleghani, G. R., Ghafary, A., Asgharpour, S. E., & Bekiai, M. (2014). “An Investigation of the Barriers Related to Tourism Industry Development in Iran”. Procedia-Social and Behavioral Sciences, 120, 772-778.
31-   Walczuch, R., Van Braven, G., & Lundgren, H. (2000). “Internet adoption barriers for small firms in the Netherlands”. European Management Journal, 18(5), 561-572.
32-   Walle, A. H. (1996). “Tourism and the Internet opportunities for direct marketing”. Journal of travel research, 35(1), 72-77.
33-   Weiermair, K. (2006). Product improvement or innovation: What is the key to success in tourism? In OECD, Innovation and Growth in Tourism.
کاوش‌های مدیریت بازرگانی
دوره 10، شماره 19
شهریور 1397
صفحه 189-212

فایل ها

هم رسانی

ارجاع به این مقاله

آمار