درخت حوزه‌های تخصصی

Purpose: In contemporary times, augmented reality is a cornerstone technology within the tourism sector. Nonetheless, the inclination towards embracing and utilizing augmented reality applications in tourism hinges upon multifaceted determinants, meriting examination through the integrated lens of technology acceptance and use theory. Concurrently, these determinants sway individuals' hedonistic motivations to engage with such apps. This juncture holds significance for managerial considerations, delineating pivotal factors influencing the adoption of this technology. Hence, this present inquiry explores the nexus between the technology acceptance and use theory and the hedonistic motivations for tourism augmented reality apps on mobile platforms within the Iranian context.Method: The current research's statistical population consists of users of tourism augmented reality apps. The sample size is 201 users. The data collection tool is a questionnaire. A structural equation test was used to analyze the data.Findings: The research findings indicate that four factors, namely performance expectancy, effort expectancy, social influence, and facilitating conditions, have a positive and significant impact on the hedonic motivation to use tourism augmented reality apps. Moreover, all four factors of the Unified Theory of Acceptance and Use of Technology (UTAUT) positively influenced the intention to use augmented reality applications on mobile phones. Additionally, hedonic motivation was shown to positively and significantly affect the intention to use tourism augmented reality apps on mobile phones. Notably, hedonic motivation is a crucial mediator between the Unified Theory of Acceptance and Use of Technology (UTAUT) dimensions and the intention to use augmented reality applications. However, the mediating role of hedonic motivation was not supported for performance expectancy and behavioral intention.Conclusion: This research investigates the factors influencing the motivation to use augmented reality (AR) apps in tourism. It finds that performance expectancy, effort expectancy, social influence, and facilitating conditions positively impact hedonic motivation for AR app usage. The study validates the Unified Theory of Acceptance and Use of Technology (UTAUT) for predicting AR app adoption. Notably, hedonic motivation mediates between UTAUT dimensions and intention to use AR technology, suggesting implications for enhancing AR app design in the tourism sector.

Purpose: The purpose of this research was to provide a model for dynamic knowledge management in Iranian government organizations.Method: This research is applied in terms of purpose, survey-exploratory in terms of approach, and qualitative in terms of type. The statistical population of this research was a group of experts, including university professors, and senior managers of the Zanjan Province Industry, Mining and Trade Organization, and based on theoretical sampling, 11 of them were selected as a statistical sample and were interviewed. The approach adopted in this research to analyze the interviews was theme analysis.Findings: The results of the research led to the presentation of a new model in the field of dynamic knowledge management in Iranian government organizations, including five main variables (including: promotional levers of dynamic knowledge management, intra-organizational factors of dynamic knowledge management, extra-organizational factors of dynamic knowledge management, executive levers of dynamic knowledge management, and expected consequences of dynamic knowledge management).Conclusion: The results of this research showed that if dynamic knowledge management is implemented well in Iran's government organizations, it can be expected that organizational productivity and agility and the satisfaction of stakeholders will improve.