تحلیلی بر نقش تکنولوژی های هوشمند گردشگری در تجربه به یادماندنی گردشگران شهری در ایران (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
حوزه های تخصصی:
شماره صفحات:
۱۹ - ۳۷
دریافت مقاله
آرشیو
چکیده
توسعه فناوری هوشمند باعث تولد گردشگری هوشمند شده است که می تواند منجر به بهبود تجربه گردشگران و رضایت آن ها چه در قبل از سفر و چه در هنگام و بعد از سفر شود. این مطالعه به بررسی نقش استفاده گردشگران فناوری های هوشمند در تجربه سفر رضایت و تمایل به بازدید مجدد در چهار کلانشهر تهران، اصفهان، مشهد، و تبریز می پردازد. از یک روش شناسی کمی مبتنی بر پیمایش گردشگرانی که سابقه بازدید این کلان شهرها در طول دو سال اخیر داشته اند استفاده شد. داده های موردنیاز این مطالعه از طریق یک پرسشنامه استاندارد، که توسط گردشگرانی که سابقه بازدید این کلان شهرها در طی دو سال اخیر داشته اند جمع آوری گردید. روایی پرسشنامه تحقیق به صورت صوری و سازه ای و پایایی آن بر اساس روش ترکیبی مورد تأیید قرار گرفت. حجم نمونه از روش کوکران در حدود 540 نفر به دست آمد. جهت تحلیل داده ها و ارزیابی میزان تأثیر عوامل از روش مدل سازی معادلات ساختاری استفاده گردید. تحلیل داده ها از طریق مدل سازی معادلات ساختاری انجام شد. نتایج این تحقیق نشان داد که رابطه معناداری میان متغیرهای آگاهی بخشی، تعامل، و شخصی سازی بر اثر استفاده از تکنولوژی های هوشمند گردشگری و تجربه به یادماندنی وجود دارد. همچنین، تجربه بیاد ماندی منجر به رضایت گردشگران و همچنین قصد بازدید مجدد در میان آن ها شده است. در نهایت هم مشخص شد که رضایت گردشگران نیز منجر به بازدید مجدد از مقصد می شود. به هرحال، نتایج این مطالعه نشان داد که قابلیت دسترسی به تکنولوژی های هوشمند گردشگری رابطه معناداری با تجربه به یادماندنی نداردAn Analysis of the role of smart tourism technologies in the memorable experience of urban tourists in Iran
The development of smart technology has led to the birth of smart tourism, which can improve tourists' experience and satisfaction both before, during, and after the trip. A group of factors and features of smart technologies can affect the creation of a memorable experience and the intention of tourists to visit again. This study examines the role of tourists' use of smart technologies in the travel experience of satisfaction and the intention to visit again in Tehran, Isfahan, Mashhad, and Tabriz. The data required for this study was collected through a standard questionnaire completed by 540 people who have visited these metropolises in the last two years. The structural equation modeling method and Smart PLS software were used to evaluate the impact of each of these factors. The results of this research showed that there is a significant relationship between the variables of informativeness, interaction, and personalization and memorable experience. Also, memorable experience has led to the satisfaction of tourists and the intention to visit again among them. Anyway, the results of this study showed that the ability to access smart tourism technologies has no significant relationship with a memorable experienceIntroductionThe development of smart technology has led to smart tourism, which provides information, communication, and support in tourism destinations. The prevalence of information and communication technologies has improved the experiences of tourists and their satisfaction before, during, and after their trips. For example, tourists use mobile phones to organize travel plans, interact with others, and share their experiences. Iranian metropolises have also been moving towards adopting smart technologies in recent years. The initial steps towards smart city development have been taken in five cities as Urmia, Isfahan, Tabriz, Mashhad, and Tehran, aiming to develop tourism technologies in line with the country's overall development policies and a forward-looking approach. This study examines the impact of smart tourism technologies on the formation of memorable experiences and, consequently, the satisfaction and willingness to revisit urban tourists. Four major cities, Tehran, Isfahan, Mashhad, and Tabriz, were selected as study destinations to achieve this goal. This research focuses on answering questions such as: What smart tourism technologies are used in smart destinations? How does tourists' use of smart technologies affect their travel experience, satisfaction, and, ultimately, their willingness to revisit? This study bridges theoretical concepts with the realities in the Iranian tourism industry's metropolises. Therefore, this research not only contributes to the development of theoretical knowledge in the field of smart tourism technologies but also, through practical studies in real environments, provides the necessary knowledge for industry planners, policymakers, and decision-makers in Iran's major cities to enhance the creation of memorable experiences and tourist satisfaction, thereby increasing their willingness to revisit. MethodologyThis study is applied research in the descriptive-analytical research group that examines the role of smart technologies in the travel experience, tourist satisfaction, and willingness to revisit. The research is based on an existing theoretical framework and uses standard questionnaires for data collection. The questionnaire included various stages, such as determining tourists' travel experiences and the technologies used during their travels and measuring different variables, including accessibility, awareness, interaction, personalization, memorable experience, satisfaction, and willingness to revisit. Out of 1500 online questionnaire requests, 540 respondents completed the questionnaire, and data analysis was conducted using structural equation modeling through Smart-PLS software. Results and discussion The results of this study indicate that features of smart tourism technologies such as awareness, interaction, and personalization impact the creation of memorable experiences. This is while the impact of accessibility on the travel experience was not confirmed. Additionally, the study showed that the memorable experience of tourists in smart destinations has a direct and meaningful relationship with tourist satisfaction and their willingness to revisit. Among these, tourist satisfaction is another factor that leads to the willingness to revisit smart tourism destinations in the studied metropolises. This study's results reveal similarities and differences when compared to international research conducted in the past. Similar to the study by Chenkupalli et al. (2020), which emphasized the importance of accessibility in the experience of smart tourism technologies, this study also demonstrated the significant impact of accessibility on the memorable experience of tourists. However, Chenkupalli et al. (2020) found that personalization has the least impact on the memorable experience, while the results of this study indicate that personalization significantly influences the travel experience of tourists in smart destinations in Iran. In this study, only the impact of accessibility on the memorable experience was rejected, which is similar to the findings of Heo et al. (2021). Furthermore, the study demonstrated that using smart tourism technologies can create a memorable experience and, consequently, the willingness of tourists to revisit. This finding is consistent with the results of studies by Chenkupalli et al. (2021), Zhang et al. (2017), and Nasir Aziz et al. (2020). ConclusionConsidering the positive impact of smart tourism technologies on tourists' experiences and satisfaction, it is recommended that policymakers and implementers in the tourism sector pay more attention to smart tourism technologies in tourist destinations. To create a memorable experience for tourists, developing and deploying smart tourism technologies with features such as awareness, interaction, and personalization should be encouraged. Furthermore, upgrading technical infrastructure and access to these technologies for tourists should be prioritized. In addition, measures to protect the privacy of tourists when using these technologies should be implemented to enhance their trust in these systems. These actions will align with the needs of tourists in a smart world and increase their satisfaction and willingness to revisit. This study provides valuable evidence for smart tourism development in Iran, demonstrating the positive impact of smart tourism technologies on tourists' experiences, satisfaction, and willingness to revisit. However, there are some limitations to this research that need to be considered in future research analysis and investigation. First, this study was conducted in four major cities in Iran, while future research could focus more deeply on a single city or region. This topic can also be explored in rural areas and small to medium-sized cities. Furthermore, this study examined the impact of smart tourism technologies on memorable experiences. However, other factors, such as pricing and community engagement, can also influence tourists' experiences and willingness to revisit, which could be the focus of future research. Ultimately, future research can investigate the effective factors in promoting smart tourism technologies and creating a more memorable experience for tourists, including enhancing technical facilities and better integrating these technologies with the local environment. FundingThere is no funding support. Authors’ ContributionAuthors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none. Conflict of InterestAuthors declared no conflict of interest. AcknowledgmentsWe are grateful to all the scientific consultants of this paper.
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