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Tourism: An International Interdisciplinary Journal, Vol. 70 No. 1, 2022.

Original scientific paper

https://doi.org/10.37741/t.70.1.5

A Study of Online Tourism Services in Iran: The Viewpoint of Tourists

Sanaz Shafiee orcid id orcid.org/0000-0003-2197-603X ; Department of Information Technology Management, Tarbiat Modares University, Tehran, Iran
Ali Rajabzadeh Ghatari ; Department of Management, Tarbiat Modares University, Tehran, Iran
Alireza Hasanzadeh ; Department of Information Technology Management, Tarbiat Modares University, Tehran, Iran
Saeed Jahanyan orcid id orcid.org/0000-0002-6084-6708 ; Department of Management, University of Isfahan, Isfahan, Iran

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Abstract

Given the fact that tourism is an important sector of many national economies, it is very essential to examine the factors which can help develop successful and smart tourism experiences. The importance of developing tourism destinations through smart technologies as a strategic tool to develop tourism has persuaded many countries to explore the implementation of these destinations, their models, components, and policies. The present study proposed a model for developing online tourism services in smart tourism destinations. The model was analyzed via structural equation modeling using SPSS (version 20) and Lisrel (version 8.8). The data analysis identified 21 components in six major dimensions which can affect smart tourism development: online content quality, access to interactive online services, end-user internet service, demand for online services, the utilization rate of location-based services, and level of online services. The identified factors can help researchers gain a better understanding of the factors affecting the development of smart destinations and recognize their importance and their degree of influence and power. It is recommended that more attention be paid to improving the quality of services provided to tourists for developing smart destinations.

Keywords

online tourism services; smart tourism; smart tourism destinations; structural equation modeling; Iran

Hrčak ID:

267977

URI

https://hrcak.srce.hr/267977

Publication date:

31.1.2022.

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