شناسایی الگوی توسعه هوش مصنوعی و فناوری های هوشمند در بهبود تجربه گردشگری شهری (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
حوزه های تخصصی:
شماره صفحات:
۷۷ - ۹۳
دریافت مقاله
آرشیو
چکیده
هدف پژوهش حاضر شناسایی الگوی توسعه هوش مصنوعی و فناوری های هوشمند در بهبود تجربه گردشگری شهری بوده است. این پژوهش از نظر هدف کاربردی و با روش کیفی از نوع تحلیل مضمون اجرا شد. جامعه آماری، خبرگان، مدیران ارشد صنعت گردشگری و کارکنان و مدیران سازمان میراث فرهنگی و گردشگری شهر تهران در سال 1403 هست. با استفاده از روش نمونه گیری هدفمند 30 نفر به عنوان نمونه انتخاب شدند. جهت استخراج ابعاد الگوی نهایی پژوهش از روش نظام مند اشتراوس و کوربین استفاده شد. اعتبار یابی یافته های این پژوهش از طریق چهار معیار ارزیابی گوبا و لینکلن، خود بازبینی محقق و توافق بین دو کدگذار مورد ارزیابی قرار گرفت. تحلیل یافته ها بر اساس روش کدگذاری در نرم افزار MAXQDA انجام شد. بر اساس یافته های پژوهش تعداد 398 مضمون پایه، 33 مضمون سازمان دهنده و 7 مضمون فراگیر که شامل هوش مصنوعی، بازاریابی گردشگری دیجیتال، رمز ارزها و اکوسیستم مالی در زمینه گردشگری، رسانه های اجتماعی در گردشگری، برندینگ، اینترنت اشیاء و زیرساخت های فناوری به عنوان ابعاد الگوی توسعه هوش مصنوعی و فناوری های هوشمند در بهبود تجربه گردشگری شهری شناسایی شدند. با توجه به یافته های این پژوهش پیشنهاد می گردد مدیران صنعت گردشگری با در نظر گرفتن ابعاد الگوی استحصال شده در این پژوهش گردشگری شهری را بهبود بخشند.Identification of the Pattern of Development of Artificial Intelligence and Smart Technologies in Enhancing Urban Tourism Experience
The aim of the present research was to identify the pattern of development of artificial intelligence and smart technologies in improving urban tourism experience. This research is applied in terms of its objective and was conducted using a qualitative method of thematic analysis. The statistical population of the research included experts and senior managers in the tourism industry, as well as staff and managers of the Cultural Heritage and Tourism Organization of Tehran in the year 1403 (2024/2025). Using purposive sampling, 30 individuals were selected as the sample. To extract the dimensions of the final research model, the systematic method of Strauss and Corbin (1998) was used. The validity of the findings was evaluated using four criteria: credibility, transferability, confirmability, and dependability, as well as the researcher’s self-review and agreement between two coders. The findings were analyzed based on the coding method in MAXQDA software. According to the research findings, 398 basic themes, 33 organizing themes, and 7 overarching themes were identified, which include artificial intelligence, digital tourism marketing, cryptocurrencies and the financial ecosystem in tourism, social media in tourism, branding, the Internet of Things, and technological infrastructure as dimensions of the model for developing artificial intelligence and smart technologies to improve urban tourism experience. Based on the findings of this research, it is suggested that tourism industry managers enhance urban tourism by considering the dimensions of the extracted model.
Introduction
In recent decades, tourism has become one of the world's largest economic sectors. The number of international tourists has increased from 25 million in 1950 to over 1.5 billion in 2023. Tourism can serve as a tool for sustainable development, provided it is properly managed. This industry not only creates job opportunities but also brings significant benefits to local communities and has become an effective strategy for economic, social, and environmental development. Improving the quality of urban habitats is also crucial for enhancing the attractiveness and competitiveness of tourist destinations. In the digital age, smart technologies and artificial intelligence play a significant role in improving the tourism industry. These technologies have transcended geographical boundaries and created dynamic networks. Digital tourism, which combines tourism and information technology, helps generate revenue and job opportunities. Various studies in this field have shown that infrastructure, organizational readiness, and electronic services have a substantial impact on the development of digital tourism. Artificial intelligence also aids in personalizing tourism experiences and improving customer interactions. The aim of this research is to identify and present a model that can enhance the urban tourism experience through electronic tools. The main research question is: What components and dimensions does the model for developing artificial intelligence and smart technologies include for improving the urban tourism experience?
Methodology
This research is applied in purpose and uses qualitative content analysis to describe the experiences, attitudes, and perceptions of participants to identify the dimensions of the model for developing artificial intelligence and smart technologies in enhancing the urban tourism experience. The research population includes documents, experts, senior managers in the tourism industry, and staff of the Cultural Heritage and Tourism Organization of Tehran in 2024. The systematic method of Strauss and Corbin was used to extract the final model. Sampling was purposive, reaching theoretical saturation with 30 interviews. The coding process was carried out in three stages: open, axial, and selective. The validity of the findings was evaluated using the four criteria of Lincoln and Guba, with reliability confirmed through the agreement between two coders and the calculation of Cohen’s kappa coefficient at 0.8.
Results and discussion
The aim of this research is to identify the model for developing artificial intelligence and smart technologies to enhance the urban tourism experience. In this study, 398 basic themes were identified, which were reduced to 33 organizing themes and finally categorized into 7 selected codes: artificial intelligence, digital tourism marketing, cryptocurrencies and the financial ecosystem in tourism, social media in tourism, branding, the Internet of Things, and technology infrastructure.Using artificial intelligence in the tourism industry can improve the tourism experience through online customer services, asset management, data mining, virtual assistants, and financial technology. Artificial intelligence can provide user data analysis, personalized recommendations, supply chain optimization, and inventory management. Digital tourism marketing also contributes to the urban tourism experience through the design of websites and tourism applications, online stores, and digital marketing agencies.Cryptocurrencies and the financial ecosystem in tourism facilitate financial transactions using cryptographic technologies and secure, intermediary-free transactions, while reducing currency conversion costs. Social media, with its modern tools, enhances interactions with tourists and helps attract and actively engage them. The use of gaming elements, contests, and social rewards improves user experience and social interactions in the tourism industry. Overall, this research identifies and explains various dimensions of the model for developing artificial intelligence and smart technologies to improve the urban tourism experience.
Conclusion
Social commerce and gaming applications are two fundamental identity factors in the modern world. With advancements in information technology, gaming applications have emerged as tools for entertainment and education, while social tourism has created new opportunities for the tourism industry through social networks. Gaming applications enhance customer engagement by fostering greater interaction. One aspect of the development of artificial intelligence and smart technologies in urban tourism is branding, which enables direct interaction between brands and tourists through digital platforms. The Internet of Things and technology infrastructure also contribute to improving the tourism experience by optimizing processes, reducing costs, and offering diverse services. These technologies come with challenges such as information security and data management, but with advanced analytics, the tourism industry can make more informed decisions.
Funding
There is no funding support.
Authors’ Contribution
Authors 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 Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the scientific consultants of this paper.
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