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
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