درخت حوزه‌های تخصصی

In this study, in which a new business model was constructed to examine the reflections of digitalization on the field of authentication due to the increasing importance of digitalization day by day. This paper aims to design a business model for digital transformation using Near-Field Communication (NFC) technology to develop foreign markets for original products by creating a product authentication database. Given the global use of NFC technology for authenticity checks and market development, this research is pioneering in proposing a business model for applying this approach to authenticate original products in Iran. Beyond product authentication, this approach can facilitate extensive market research, particularly in international markets, where many handicraft and clothing products are highly successful but often overlooked by industry owners. Following a description of Osterwalder’s business model, a business model canvas is developed, and service and sales revenue models are presented. The service revenue model includes two business strategies: "service provision per tap" and "annual subscription strategies (Bronze, Silver, and Gold)".

Purpose : This study systematically reviews the advantages and disadvantages of using ChatGPT in higher education. Method : This systematic review adheres to PRISMA guidelines. The search was conducted using the terms "ChatGPT" and "chatbot" for the years 2021–2024 in Google Scholar, ResearchGate, Web of Science, and PubMed via Publish or Perish (version 8). A total of 365 records were retrieved, and after screening, 35 relevant studies were included. Findings : The analysis indicate that 66% of the reviewed studies highlighted the benefits of ChatGPT in higher education, including enhancements in cognitive and learning skills, support for research and writing, improvements in language and communication, and automation of certain tasks to increase efficiency. Additionally, advantages such as 24/7 availability, quick responses, topic diversity, privacy, and easy access to past interactions were noted. Among the advantages that received the most attention are optimization of academic training, enhancement of cognitive and learning skills, and assistance in the research and development process. However, 75% of the studies discussed disadvantages, including concerns about plagiarism, ethical issues, negative perceptions, lack of audiovisual communication, absence of human interaction, technical limitations, and restricted multi-dimensional engagement.  Among the most prominent disadvantages are ethical concerns, plagiarism, and lack of uniformity in responses. Conclusion : While ChatGPT offers significant benefits in education, its limitations require careful consideration to ensure responsible and effective use. Specifically, to address these disadvantages, practical measures such as the development of policies and ethical guidelines should be implemented to ensure responsible and optimal use of this technology in education.

Social media has become a vital communication channel in various industries, including tourism and hospitality. This study aims to investigate the impact of social media—specifically user-generated content—on the occupancy rates of 5-star hotels in Mashhad, Iran. The research follows a three-stage methodology. First, customer reviews from Instagram fan pages of selected hotels were collected using the Graph API Explorer and analyzed through sentiment analysis to classify them into positive, negative, or neutral categories. Second, hotel occupancy was estimated using the number of weekly check-ins on Instagram as a proxy due to restricted access to official occupancy data. Finally, regression analysis was applied to examine the relationship between the percentage of positive reviews and the number of check-ins. The results reveal a strong positive correlation between favorable customer comments and hotel check-ins for most of the studied hotels, suggesting that social media plays a critical role in influencing consumer decision-making and hotel occupancy. The findings emphasize the strategic importance of leveraging social media platforms for effective marketing and customer engagement in the hospitality industry.