Designing a Causal Model of Value Creation in the Tourism Industry with an Emphasis on the Power of Ecology, Case Study: Ilam City

Document Type : Science - Research

Authors

1 Ph. D Student, Department of Business Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.

2 Assistant Professor,, Department of Business Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran.

3 Assistant Professor, Department of Business Management, University of Hormozgan, Hormozgan, Iran.

Abstract

The purpose of this research is to design a causal model of value creation in the tourism industry with an emphasis on the power of ecology. In terms of the research philosophy of the rationalism paradigm, the practical goal in terms of the method is in the category of exploratory mixed research. The tools of this research are interviews and questionnaires. This research was conducted in two qualitative (content analysis and Delphi) and quantitative sections. By reviewing the theoretical literature, the components of the model were identified. It was done using the method of categorical content analysis, and also to confirm and agree on the components, the factors extracted from the literature were put to the judgment of experts through a Delphi questionnaire. The Delphi statistical population including 30 professors from the prestigious universities of the country as well as managers, experts and marketers active in the field of tourism in Ilam province were selected by targeted non-probability sampling method. In the quantitative part, 384 samples of tourists were selected using a non-probability method. Finally, the relationships between the variables, using Smart Pay software. L. S was analyzed. Based on literature review, 34 sub-factors were identified in 9 main factors. The highest rank is assigned to the sustainability program component (25/12) in the scoring. After that is the online interaction component (24/88). The two components of customer segmentation and receiving feedback are ranked last (4. 65). The results can be used as a model for the implementation of value creation, thus providing the ground for further growth and development in the tourism industry. growth and development in the tourism industry.

Keywords

Main Subjects

References

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History

  • Receive Date: 29 April 2023
  • Revise Date: 25 June 2023
  • Accept Date: 30 June 2023

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