Evaluation of ICT components in tourism marketing using structural equation techniques Case study of Ardebil province
Subject Areas :
1 - یادگار امام ره
2 -
Keywords: Tourism ICT tourism marketing Infrastructure of Information and Communication Technology,
Abstract :
Abstract Tourism is a growing industry in recent years, with many positive economic benefits and benefits. For this reason, optimal marketing in this field and attraction of the audience is very important and, given the advancement of industry and technology in the present day, this marketing needs to be done through ICT, and the identification of the categories in this field is very important. High up. Accordingly, this research was conducted with the aim of evaluating the basic components of ICT in tourism marketing using structural equations of case study in Ardebil province. A sample of 385 experts, experts and experts of Ardebili were studied in a manner that The purpose of the research was to complete the researcher-made questionnaire. The results showed that 4 components of hardware, software, infrastructure of information and communication technology, knowledge management, expertise and innovation, and the variety of information technology application are the main drivers for the explanation of tourism marketing based on ICT. Are. Among the identified components, the category of infrastructure of information and communication technology has the most direct effect, as well as innovation and diversity has the most indirect effect, and in the identified components of the component can explain a large part of the tourism marketing variable. Based on the results, the designed model is an effective tool for identifying and evaluating the effects of tourism marketing components on the basis of ICT
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