بررسی تاثیر سرمایه اجتماعی بر رشدگردشگری از طریق نقش میانجی نوآوری باز (مورد مطالعه: شهرداری شهرستان خمام) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در پژوهش حاضر، به بررسی تأثیر سرمایه اجتماعی در رشد گردشگری ازطریق نقش میانجی نوآوری باز در شهرداری شهرستان خمام پرداخته شده است. پژوهش حاضر از نظر هدف، کاربردی و از حیث روش گردآوری داده ها، پیمایشی است. همچنین از لحاظ روش آزمون فرضیات از نوع هم بستگی است؛ ابزار جمع آوری داده ها در این پژوهش پرسش نامه بوده که ازطریق طیف لیکرت نمره دهی شده است و پایایی آن ازطریق آلفای کرونباخ سنجش شده است. برای سنجش متغیر رشد گردشگری از چهار سؤال، متغیر نوآوری باز از پنج سؤال، متغیر سرمایه اجتماعی با سه مؤلفه (سرمایه انسانی ساختاری رابطه ای) از هفده سؤال استفاده شده است. روش پژوهش حاضر، تحلیل توصیفی و استنباطی است که با استفاده از معادلات ساختاری و ازطریق نرم افزار اس .پی .اس. اس و پی. ال. اس، سنجش شده است. نتایج پژوهش نشان داده است که سرمایه اجتماعی در رشد گردشگری ازطریق نقش میانجی نوآوری باز در شهرداری شهرستان خمام تأثیر دارد و متغیر نوآوری باز در رابطه سرمایه اجتماعی با رشد گردشگری نقش میانجی جزئی دارد. همچنین مشخص شد که مقدار t غیرمستقیم حاصل از آزمون سوبل 3/655 است که این مقدار از 1/96 بیشتر بوده و نشان دهنده تأثیر غیرمستقیم سرمایه اجتماعی در رشد گردشگری با میانجی گری نوآوری باز است. ازآنجاکه میزان ضریب مسیر غیرمستقیم بین دو متغیر سرمایه اجتماعی و رشد گردشگری ازطریق متغیر میانجی نوآوری باز برابر با 0/327 است، تأکید می کند که نوآوری باز نقش میانجی جزئی دارد.Open Innovation the Impact of Social Capital on Tourism Growth Through the Mediating Role of Open Innovation (Case study: The municipality of Khomam County)
The present study investigates the impact of social capital on tourism growth through the mediating role of open innovation in the municipality of Khamam County. This research is applied in terms of purpose and is survey-based for data collection. Moreover, from a methodological perspective, it employs a correlational design; the data collection tool used in this study was a questionnaire, rated using a Likert scale, and its reliability was assessed using Cronbach's alpha. To measure the variable of tourism growth, 4 questions were used, for open innovation 5 questions, and social capital was measured through three components (human, structural, relational) with a total of 17 questions. The method of this research is descriptive and inferential analysis, evaluated using structural equation modeling (and through SPSS and PLS software). The results indicate that social capital affects tourism growth through the mediating role of open innovation in the municipality of Khamam County, and the variable of open innovation plays a partial mediating role in the relationship between social capital and tourism growth. It was also determined that the indirect t value obtained from the Sobel test is 3.655, which is greater than 1.96 and indicates the indirect effect of social capital on tourism growth through the mediation of open innovation; Since the indirect path coefficient between the two variables of social capital and tourism growth, through the mediating variable of open innovation, is equal to 0.327, it emphasizes that open innovation has a partial mediating role.
Keywords: Open Innovation, Social Capital, Growth Through
1. Introduction
Tourism in general involves social and cultural interactions between different stakeholders and the main participants in tourism sectors are local residents, local businesses, media, workers, government, competitors, visitors, business organizations, activists and tourism developers. The tourism industry includes products and services from various businesses to large organizations and they play an important role in ensuring the development of the tourism industry (Jooss et al, 2022). The abundance of resources in the region and its accessibility allow industry players to develop the tourism sector, which is very competitive. The integration of social capital acts as a pressure for companies to plan and present their ideas to lead to increased income and tourism growth in the region. The natural area includes things like beaches, forests, caves, wetlands, and man-made environments with magnificent architecture. Differentiation in the market requires continuous innovation and development. Tourist destinations often have similar business practices and offer comparable goods and services. However, to stand out from the crowd, each attraction must find a way to differentiate itself from others (Santos et al, 2022).
The three main components of social capital in this research are human capital, relational capital and structural capital (Dashtbayaz et al, 2020). The contributions that people make to a company by applying their abilities, skills and knowledge are called "human capital". These partnerships are what make up an organization. Individuals alone are capable of owning it. An organization has the ability to extract and exploit its human capital reserves (Abbas et al, 2022).
Organizations in the tourism sector may reap the benefits of improvements through the development of social capital, which ultimately enables the introduction of transformative innovations in the tourism sector. Open innovation enhances communication both within and across organizational boundaries. Social capital also mediates the relationship between interaction with innovative practices and tourism development. Open innovation promotes tourism. Because it is a process that combines systemic changes with the growing importance of tourism knowledge and innovation systems (Annamalah et al, 2023).
Today, the topic of investigating the impact of social capital on tourism growth through the mediating role of open innovation has been neglected in most organizations. Especially in government organizations such as municipalities. Khammam municipality has been very active in the tourism sector and has prepared a traditional house in Bagarkhan village of Khammam city to attract tourists and develop tourism in the region. Also, Baqerkhan village is registered as a national ecotourism area. There are positive sources in the direction of tourism development in Khammam city. Because in Khammam city, Feshtke village's mat weaving has been registered as a national heritage, as well as Dehne Sar village, which village itself has been registered as a national heritage and has attracted the attention of the municipality of this region. Therefore, according to the mentioned cases in this research, we intend to evaluate the extent of the impact of social capital on tourism growth through the mediating role of open innovation and answer the main question of the research: Is there a relationship between social capital and tourism growth through the mediating role of innovation? Is there an effect?
2. Literature Review
Tourism is a symbol of service and is a multifaceted industry that exerts a multiplier effect on the activities of various economic sectors. The tourism industry includes historical, natural, entertainment, etc. (Lee, 2022). There are many types of businesses in the travel and tourism sector. From businesses that focus on natural attractions, to resorts that are artificially built (Camilleri, 2018). Tourism refers to a wide range of activities that allow participants to learn about and participate in the customs and traditions of the local people of a destination (Noonan, 2022).
Today, product and service innovation, marketing innovation and process innovation; Among technological and non-technological innovations, product and service innovation capability refers to providing distinctive or new products to the market or modifying existing products and services in terms of performance, quality, compatibility and appearance. Innovation marketing capability refers to the use of new approaches in market research, pricing, market segmentation, advertising and promotion, and retail channels, and process innovation capability to create and improve production methods and work processes, as well as incorporating new operating systems to improve It refers to production efficiency (Poursalimi et al., 2019).
Social capital is the intangible value that an organization has in its social outcomes, relationships, learned processes, procedures, and inventions. This value is also referred to as "intellectual capital". In other words, social capital refers to the sum of all the information that a company has. The fact that an organization's social capital depends on the capabilities and capabilities of its workforce is what distinguishes it as an intangible asset. Businesses can gain a competitive advantage over their competitors through the accumulation of social capital. The value that an organization has as a result of its knowledge, relationships, learning processes, procedures and inventions is its social capital. A company's social capital is intangible, but it creates a lot of value for the business and gives it an advantage over its competitors. Companies may build their social capital by encouraging their employees to share information with each other (Annamalah et al, 2023).
3. Methodology
Research hypotheses Social capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city Human capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city Structural capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city Relational capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city Research methodology • Research method Research method is the means or method of determining how a research proposition is confirmed or rejected. In other words, the research method provides the operation or investigative measures to realize the research goal, to test the hypothesis or to answer the research questions. The current research, based on the design, is descriptive-analytical. In terms of investigating the relationship between different variables and based on the purpose, it is considered as applied research. Descriptive research includes a set of methods whose purpose is to describe the conditions or phenomena under investigation. • The statistical population of the research Statistical population refers to the whole group of people, events or things that "have at least one common trait" and the researcher wants to generalize the results of his research to them. The statistical population of the research is the employees of the municipality of Khammam city, whose number is 93 in total. • Statistical sample and sampling method The statistical sample is a part of the statistical population under investigation, which is selected based on a predetermined method, and inferences about the entire population can be obtained from this part. In the current research, it is determined according to the appropriate time interval from the beginning to the end of the research and with regard to this topic and the unit of analysis. In this study, the census method is used to select the sample. The sampling method of the present study is the whole number.
4. Results
Hypothesis 1: Social capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city. Social capital variable has a significant relationship with open innovation. Also, open innovation variable has a significant relationship with tourism growth. Based on this, it can be accepted that open innovation plays a mediating role in the impact of social capital on tourism growth. Also, considering that the direct path of open innovation on tourism growth has a significant standardized coefficient, it can be concluded that the variable of innovation Again, it acts as a partial mediating variable in the relationship between social capital and tourism growth. Also, Sobel test is another approach in accepting or rejecting hypotheses related to the mediating role of a variable. Based on this, it can be concluded that the indirect effect of social capital on tourism growth through the mediation of open innovation is significant and the mentioned hypothesis has been confirmed. The open innovation variable has a partial mediating role in the relationship between social capital and tourism growth Anamala et al.'s (2023) review shows that encouraging creativity in regional development is much more than consulting with local tourism operators, but the concept of regional open innovation should be considered. Although tourism development may be done in a way that increases innovation, it also needs a certain degree of external partner (open innovation) to be able to serve its intended purpose as a tool for regional development and even contribute to the economy. . As a result, it can be said that the results of the present study are in line with the old findings of Anamala et al. (2023). Sub-hypothesis 1: Human capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city. Human capital variable has a significant relationship with open innovation. Also, open innovation variable has a significant relationship with tourism growth. Based on this, it can be accepted that open innovation plays a mediating role in the impact of human capital on tourism growth. Also, considering that the direct path of open innovation on tourism growth has a significant standardized coefficient, it can be concluded that the variable of open innovation acts as a partial mediating variable in the relationship between human capital and tourism growth. Also, Sobel test is another approach in accepting or rejecting hypotheses related to the mediating role of a variable. Based on this, it can be concluded that the indirect effect of human capital on the growth of tourism through the mediation of open innovation is significant and the mentioned hypothesis has been confirmed. The open innovation variable has a partial mediating role in the relationship between human capital and tourism growth. As a result, it can be said that the results of the present study are in line with the old findings of Martins et al. (2017) and Anamala et al. (2023). Sub-hypothesis 2: Structural capital has an effect on tourism growth through the mediating role of open innovation among municipal employees of Khammam city. Structural capital variable has a significant relationship with open innovation. Also, open innovation variable has a significant relationship with tourism growth. Based on this, it can be accepted that open innovation plays a mediating role in the impact of structural capital on tourism growth. Also, considering that the direct path of open innovation on tourism growth has a significant standardized coefficient, it can be concluded that the innovation variable Again, it acts as a partial mediating variable in the relationship between structural capital and tourism growth. Also, Sobel's test is another approach in accepting or rejecting hypotheses related to the mediating role of a variable. Based on this, it can be concluded that the indirect effect of structural capital on tourism growth through the mediation of open innovation is significant and the mentioned hypothesis has been confirmed. Open innovation variable has a partial mediating role in the relationship between structural capital and tourism growth. As a result, it can be said that the results of this research are in line with the old findings of Nazari et al. (1400) and Anamala et al. (2023). Sub-hypothesis 3: Relational capital has an effect on the growth of tourism through the mediating role of open innovation among municipal employees of Khammam city. The relational capital variable has a significant relationship with open innovation. Also, open innovation variable has a significant relationship with tourism growth. Based on this, it can be accepted that open innovation plays a mediating role in the impact of relational capital on tourism growth. In addition, considering that the direct path of open innovation on tourism growth has a significant standardized coefficient, it can be concluded that the open innovation variable acts as a partial mediating variable in the relationship between relational capital and tourism growth. Also, Sobel's test is another approach in accepting or rejecting hypotheses related to the mediating role of a variable. Based on this, it can be concluded that the indirect effect of relational capital on the growth of tourism through the mediation of open innovation is significant and the mentioned hypothesis has been confirmed. The open innovation variable has a partial mediating role in the relationship between capital and tourism growth. As a result, it can be said that the results of the present study are in line with the old findings of Qalich Lee et al. (2016) and Anamala et al. (2023).
5. Conclusion
Managers of organizations should bring effectiveness and positive achievement to their organization. So that they can collect a large number of technical ideas and use them for innovation in the organization. Managers of organizations should encourage employees to work harder to present and implement innovative organizational concepts. Managers of organizations should use the most advanced and integrated management system available to provide better services to their customers. Managers of organizations should use the services provided by tourism organizations for the growth and development of the tourism industry.
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