زیست بوم نوآوری صنعت گردشگری ایران با تأکید بر زنجیره تأمین (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
امروزه کشورها در رقابتی تنگاتنگ، درحال دستیابی به پیشرفت های درخور توجه در حوزه نوآوری هستند. یکی از مهم ترین بخش هایی که اخیراً در بحث نوآوری مورد توجه قرار گرفته، گردشگری است. همچنین زیست بوم های نوآوری در دهه اخیر اهمیت روزافزونی داشته اند و تاکنون مطالعات و الگوهای متعددی از زیست بوم های نوآوری در صنایع و بخش های مختلف ارائه شده است. صنعت گردشگری نیز می تواند با توسعه زیست بوم نوآوری عملکرد خود را بهبود بخشد. ازآنجاکه با توجه به جست وجوی گسترده نویسندگان پژوهش حاضر، تحقیقی پیرامون زیست بوم صنعت گردشگری کشور با رویکرد نوآوری یافت نشد، پژوهش حاضر قصد دارد با رویکرد توصیفی و با بهره گیری از مطالعه تطبیقی، ضمن تبیین مفهوم زیست بوم نوآوری و مرور تجربیات جهانی، طرحی از زیست بوم نوآوری صنعت گردشگری ایران با تأکید بر زنجیره تأمین ارائه دهد. دلیل این تأکید، اهمیت زنجیره تأمین گردشگری در بحث ارزش آفرینی با توجه به چندوجهی بودن این صنعت، تعدد ذی نفعان و پیچیدگی های حاصل از آن در طول زنجیره تأمین گردشگری است. در پایان، سیستمی برای زیست بوم نوآوری صنعت گردشگری ایران، شامل نقش آفرینان و ذی نفعان مختلف و ارتباطات بین آن ها پیشنهاد شده است.Innovation Ecosystem of Iran's Tourism Industry with Emphasis on Supply Chain
Today, countries are achieving significant progress in the field of innovation in a tight competition. Tourism is one of the most important sectors that has been recently noticed in the discussion of innovation. On the other hand, innovation ecosystems have gained increasing importance in the last decade, and so far, numerous studies and models of innovation ecosystems have been presented in different industries and sectors. The tourism industry can also improve its performance by developing the ecosystem of innovation. Since according to the extensive search by the authors of this research, no research was found about the ecosystem of the country's tourism industry with an innovation approach, in this regard, this research aims to explain the concept of ecology with a descriptive approach and using a comparative study. The innovation ecosystem and review of global experiences will present a plan of the innovation ecosystem of Iran's tourism industry with an emphasis on the supply chain. The reason for this emphasis is the importance of the tourism supply chain in the discussion of value creation, considering the multifacetedness of this industry, the multiplicity of stakeholders and the resulting complications along the tourism supply chain. In the end, a system for the innovation ecosystem of Iran's tourism industry, including various actors and stakeholders and the communication between them, is proposed. Keywords: Innovation Ecosystem, Tourism Industry, Supply Chain, Iran 1. IntroductionToday, innovation ecosystems in the field of tourism with new technologies have been able to cause significant changes in consumer behavior. These changes originate from the ease of access to information, transparency, ease of doing transactions, and increased expectations and demands of customers. Tourists, as one of the most key components of the tourism ecosystem, are more interactive and aware today, and together with the providers of tourism products and services, they co-create and create common value in the production process; All of this has become possible under the shadow of innovation and the use of new technologies. On the other hand, in recent years, researchers' interest in the concept of "ecosystem" has been greatly expanded, and many researches have been conducted on what the ecosystem is and how it functions (Xi and Wang, 2021). The concept of "innovation ecosystem" has been considered since the mid-2000s as a framework for business development and the emergence of new industries. By developing an innovation ecosystem, companies can expand their products, core services or business infrastructure and use them to improve their performance.Iran has been able to reach the 33rd position among the 231 countries surveyed in the global innovation index in 2022, which is the best ranking achieved so far. This rank means being ranked 1st among 21 Central and East Asian countries and 3rd among 33 world economies with medium to low per capita income. Although in recent years, we have witnessed movements and developments in the field of innovation and knowledge-based economy, but in some areas, innovation has not yet had significant influence. One of the fields that needs creativity and innovation today is the field of tourism. The current research aims to provide a plan of the innovation ecosystem of Iran's tourism industry while explaining the concept of innovation ecosystem and reviewing global models and experiences. 2. Literature ReviewThe concept of the "innovation ecosystem" is closely related to the ideas of "business ecosystem" and "innovation system," as Arnal et al. (2020) suggest Innovation is crucial in a business ecosystem where customer needs are met through interaction, cooperation, and competition, with a central characteristic being common evolution. Granstrand and Holgersson (2020) emphasize that many definitions of the innovation ecosystem often omit essential components like competitors/substitutes and artifacts (products, technologies, etc.), which are analogous to natural ecosystems where species compete for resources. They define an innovation ecosystem as an evolving set of actors, activities, artifacts, institutions, and relationships essential for the innovative performance of an actor or group of actors.Bolek (2011) identifies four key elements of the innovation ecosystem: participants, tools, content, and principles. Effective management of these elements focuses on creating customer value, responding swiftly to market changes, accelerating transitions from research to production, and transforming ideas into customer benefits.Participants: These are the stakeholders who support the innovation ecosystem by presenting ideas and turning them into commercial, social, or political realities.Tools: These tools, part of the innovation infrastructure, help define the ecosystem and focus on elements that encourage creative activity. They are dynamic and need to be adjusted based on the specific needs and people involved.Content: The primary content includes ideas and forms that transform initial concepts into market manifestations. The challenge lies in motivating people to generate and evaluate ideas effectively.Principles: The principles guiding an innovation ecosystem should break linear concepts and liberate the creative process. This involves stepping outside conventional boundaries to create unique market relationships.Tourism innovation ecosystems adopt a strategic approach, focusing on the creation and application of intellectual and physical assets within a network. Ndou (2014) highlights that such ecosystems are beneficial for managing the diversity of tourism products and services offered by various interdependent actors under a unified destination brand. Internet technologies enable knowledge sharing and innovation processes, helping companies through close cooperation and specialized resource pooling. A specific approach to creating innovative tourism ecosystems involves developing "destination management systems" (DMS). These systems support local tourism organizations in collecting, storing, and distributing information and resources for commercial activities. DMS create intranet networks for local operators to input data, organize products for online sales, and provide accessible tourism offers to tourists. These systems offer real-time information updates, cost reductions for online space purchases, multilingual website accessibility, and diverse marketing strategy implementations.While technological infrastructure is vital, creating and implementing innovative tourism ecosystems involves more than just technology. These ecosystems require new organizational structures, skills, leadership forms, and public-private sector relations transformation. They comprise numerous independent, interdependent, and self-organizing actors relying on the Internet to integrate and exchange value. Innovation in tourism must be sensitive to customer perceptions, values, needs, and expectations, as well as to political, social, and economic changes. New technologies have significantly impacted tourism ecosystems, particularly in shopping, information search, and decision-making processes. Today’s tourism products target more specific markets, with customers seeking authentic experiences. The growth of social groups on the Internet has created dynamic sources of opinions and recommendations, forming virtual tourism programs that challenge traditional service providers, especially in adventure tourism. This shift also opens opportunities for new types of employment, such as consultants and information organizers. The global innovation index measures a country’s innovation capacity and results through seven pillars: institutions, human capital and research, infrastructure, market sophistication, business sophistication, knowledge and technology outputs, and creative outputs. Each pillar comprises sub-pillars and indicators, forming a comprehensive assessment of a country’s innovation performance. 3. MethodologyThe current research is a descriptive research conducted using library studies and a comparative study approach. First, in order to form the theoretical foundations of the research, an comprehensive search was conducted among articles, books, researches, reports and other reliable scientific sources. Then, the topic in question was examined in relation to the selected countries (based on the 2022 Global Innovation Index report) in order to provide a basis for a comparative study and comparison of Iran's situation with the mentioned countries. Based on this, 5 countries including Switzerland, Unites States, Sweden, United Kingdom and China were selected and their situation in terms of tourism innovation ecosystem was investigated. 4. ResultsIran's tourism industry possesses substantial potential and resources, yet it has not secured its rightful place in international markets. This is due to various factors, some within control and others influenced by complex global political and economic environments. A comparative analysis reveals several weaknesses in Iran's tourism supply chain that need to be addressed. One significant weakness is the absence of destination management organizations (DMOs) in cities and tourist destinations. A DMO acts as a central entity connecting all supply chain members, from service providers to tourists. Despite the presence of cultural heritage and tourism departments across the country, numerous parallel institutions and organizations with conflicting goals negatively impact tourism processes. Although parallel institutions pose a problem, creating a mechanism to consolidate opinions, share resources, and achieve synergies can transform this challenge into an opportunity.On the other hand, Marketing Iran as a tourist destination on an international level is crucial. Effective methods include establishing active offices and agencies in target countries. Sustainability and the circular economy are often overlooked in Iran’s tourism supply chain. Sustainability fosters innovation, requiring changes in traditional production and consumption methods. Successful cities have demonstrated how technology aids sustainability. Iran's tourism development plans should integrate sustainability, becoming a core component of all projects. This includes monitoring standardization criteria, granting green badges to businesses, adopting recycling strategies, and optimizing water and energy use. Today, "competition," "sustainability," and "innovation" are intertwined concepts essential for survival. Iran's tourism sector, however, still struggles with outdated public vehicles contributing to air pollution and safety risks.Enhancing the tourism supply chain's value involves extending tourism development to lesser-known areas and involving local stakeholders. Many regions in Iran have potential tourist attractions, but development and marketing efforts focus on well-known areas, neglecting others. This has led to imbalanced regional tourism development. Promoting lesser-known destinations can ensure a more equitable distribution of tourism benefits. Analyzing Iran’s tourism supply chain involves financial, operational, and general performance criteria. Financial performance, including costs, income, and profit, is particularly challenging due to the pandemic, sanctions, and negative international publicity, resulting in financial difficulties for tourism businesses. Tourism is highly influenced by political, geographical, cultural, environmental, and technological factors. Political issues, sanctions, climate changes, and the COVID-19 pandemic have significantly impacted Iran’s tourism supply chain. By addressing these weaknesses and embracing a strategic, sustainable, and innovative approach, Iran's tourism industry can better realize its potential and improve its position in international marketsBased on the results obtained from the previous chapters and the answers received from the interviewees; Materials were obtained that form the body of our research. The charts mentioned below; There are categories of visual and perceptual components of objective aesthetics and their sub-branches. In this section, we tried to refine the mentioned materials and summarize them in tables.Data analysis was done to extract sub-themes with Atlas.ti software and finally 61 sub-themes (Charts 2, 3, 4, 5 and 6) were extracted from the responses of the interviewees. The mentioned themes are subsets of the main themes of proportions, facade lines, color and materials, form and order. In each of the diagrams 2 to 6, the types of connection between the sub-themes (subsets) and with the main themes (head of the set) are shown. The type of communication between sub-themes is divided into opposite and non-communicating. Also, the form of communication between sub-themes (subsets) and the main themes (head of the set) is defined as "is part of".After extracting and categorizing the sub-themes of the research, we will compare their frequency (mentioned by people) in high and low frequency areas. First, this comparison is done among those sub-themes that are a subset of a common main theme, so that the correlation of those sub-themes is completed, then the comparison of the high and low areas of abundance in relation to all the sub-themes of the research is done at once. is done (diagrams 7, 8, 9, 10 and 11). In the mentioned charts, a quantitative comparison of the frequency of each main theme's subgroups (proportions, facade lines, color and materials, form and order) has been done in the high and low frequency areas.In the analysis of the sub-themes, a component has been found that has a 100% share between the interviews of the towers and ranked first in terms of frequency. The sharing of components between the towers is the result of a series of common features in the facade of the towers. In the mentioned towers, the variety of shapes and forms in the facade was present both in the facade itself and compared to other towers around, they had different and more varied shapes and forms. The surrounding towers generally had simple and cubic shapes, and common and simple attachments were also available as facade elements in some of them. 5. ConclusionThe value chain of the country's tourism industry needs improvement and revision at all three levels, macro, intermediate and micro. On the other hand, the innovation and sustainability approach should be the template paradigm in planning this chain. In the end, in order to improve the country's tourism supply chain mechanism, recommendations have been presented at three levels of the tourism value chain. Generally, innovation ecosystem of Iran tourism industry is proposed as figure 1.
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