Open AccessA Study of Online Tourism Services in Iran
Author(s) -
Sanaz Shafiee,
Ali Rajabzadeh Ghatari,
Alireza Hasanzadeh,
Saeed Jahanyan
Publication year - 2021
Publication title -
tourism
Language(s) - English
Resource type - Journals
eISSN - 1849-1545
pISSN - 1332-7461
DOI - 10.37741/t.70.1.5
Subject(s) - lisrel , tourism , marketing , destinations , business , structural equation modeling , service (business) , the internet , quality (philosophy) , service quality , computer science , world wide web , geography , philosophy , archaeology , epistemology , machine learning
Given the fact that tourismis an important sector of many national economies, it is very essential to examine thefactors which can help develop successful and smart tourism experiences. The importanceof developing tourism destinations through smart technologies as a strategictool to develop tourism has persuaded many countries to explore theimplementation of these destinations, their models, components, and policies. The present studyproposed a model for developing online tourism services in smart tourismdestinations. The model was analyzed via structural equation modeling usingSPSS (version 20) and Lisrel (version 8.8). The data analysis identified21 components in six major dimensions which can affect smarttourism development: online content quality, accessto interactive online services, end-user internet service,demand for online services, the utilization rate of location-based services, and levelof online services. The identifiedfactors can help researchers gain a better understanding of the factorsaffecting the development of smart destinations and recognize their importanceand their degree of influence and power. It is recommended that more attention be paid toimproving the quality of services provided to tourists for developing smartdestinations.