بررسی تاثیر هوش مصنوعی بر رقابت¬پذیری گردشگری در مقاصد گردشگری(مطالعه موردی: شهر کرمانشاه)
محورهای موضوعی : سیاست‌گذاری و اجرای کاربرد توسعه پایدار در همه زمینه‌ها
میلاد بخشم
1
,
مهدی حسین پور
2
,
معصومه آینه
3
1 - دانشجو دکتری کارآفرینی، گروه اقتصاد و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران.
2 - استادیار گروه مدیریت و کارآفرینی، گروه اقتصاد و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران
3 - کارشناسی ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه پیام نور، تهران، ایران
کلید واژه: گردشگری, رقابت پذیری, فناوری اطلاعات و ارتباطات, هوش مصنوعی, مقصد گردشگری,
چکیده مقاله :
امروزه مقصدهای گردشگری مانند سایر کسب و کارها، تلاش می کنند تا خود را از رقبا متمایز سازند و تجربه ای منحصر به فرد را به مشتریان ارائه می دهند که فناوری اطلاعات و ارتباطات و بخصوص هوش مصنوعی می تواند یکی از این ابزارها باشد. هدف پژوهش حاضر بررسی تاثیر هوش مصنوعی بر رقابت پذیری گردشگری در مقاصد گردشگری می باشد. پژوهش حاضر از نظر نوع، کمی و از نظر هدف کاربردی است و به لحاظ گردآوری اطلاعات، توصیفی - همبستگی است. جامعه آماری پژوهش، متخصصین و خبرگان حوزه فناوری اطلاعات و ارتباطات و گردشگری دانشگاه رازی شهر کرمانشاه بودند که تعداد آن براساس آمار ارائه شده از جانب دانشگاه 61 نفر بوده که حجم نمونه با استفاده از اصل تمام شماری برابر 61 نفر در نظر گرفته شد. که پرسشنامه های پژوهش میان آن ها توزیع گردید. به منظور تجزیه و تحلیل داده ها در قالب مدل معادلات ساختاری ازنرم افزار Smart pls3 استفاده شد. نتایج پژوهش نشان داد که هوش مصنوعی با افزایش سطح رقابت پذیری گردشگری در مقاصد گردشگری دارای رابطه مثبت و معناداری است. سازمان ها و شرکت های خصوصی و دولتی حوزه گردشگری می توانند با استفاده از امکانات و زیرساخت های مربوط به هوش مصنوعی نسبت به افزایش سطح رقابت پذیری مقاصد گردشگری اقدام کرده و از مزایای هوش مصنوعی در راستای افزایش سطح کیفی مقصد در ابعادهای مخلف اقدام کنند.
Today, tourist destination like other businesses try to distinguish themselves from competitors and offer a unique experience to customers and information and communication technology especially intelligence can be one of these tools. The purpose this research is to investigate the impact of artificial intelligence on the competitiveness of tourism in tourism destination. The current research is quantitative in terms of type and applied in terms of purpose and in terms of data collection, it is descriptive- correlational. The statistical population of the research was specialists and experts in the field of information and communication technology and tourism of razi university in kermanshah, whose number was 61 people based on the statistics provided by the university and the sample size was considered equal 61 people using the principle of the whole number. The research questionnaires were distributed among them. In order to analyze the data in the from of structural equation model, smart pls3 software was used. The results of the research showed that artificial intelligence has a positive and significant relationship with increasing the level of competitiveness of tourism in tourism destinations. Private and government organizations and companies in the field of tourism can use the facilities and infrastructures related to artificial intelligence to increase. The level of competitiveness of tourism destinations and take advantage of the advantages of artificial intelligence in order to increase the quality level of the destination in the wrong dimensions.
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