طراحی مدل زیرساخت محور در توسعه گردشگری الکترونیک با استفاده از رویکرد مدل‌سازی معادلات ساختاری (موردمطالعه: استان یزد)

گردشگری یکی از حوزه‌های اقتصادی است که با سرعت فزاینده‌ای در حال پیشروی است و حجم قابل‌توجهی از درآمد، اشتغال و تولید ملی را به خود اختصاص داده است. فناوری اطلاعات نیز با سرعت روزافزونی در بخش‌های مختلف زندگی انسان نفوذ کرده و به‌عنوان یکی از مولفه‌های اثرگذار در حوزه‌های مختلف کسب‌وکار به شمار می‌آید. گردشگری نیز تحت تاثیر نفوذ فناوری اطلاعات قرارگرفته و موضوع گردشگری الکترونیک حاصل ترکیب این دو حوزه است. با توجه به وجود جاذبه‌های متنوع گردشگری در استان یزد و همچنین لزوم بهره‌گیری از ظرفیت فضای مجازی، در این تحقیق اقدام به شناسایی عوامل موثر بر توسعه گردشگری الکترونیک و روابط علی میان آن‌ها در این منطقه شده است. با استفاده از ادبیات تحقیق و روش دلفی تلاش شده مهم‌ترین عوامل زیرساختی در این زمینه شناسایی‌شده و سپس اقدام به تهیه مدل مفهومی روابط میان عوامل مذکور گردد. سپس با بهره‌گیری از رویکرد مدل‌سازی معادلات ساختاری مدل تهیه‌شده آزمون گردید. نتایج تحقیق نشان می‌دهد کیفیت نرم‌افزارها نقش میانجی‌گری کامل در رابطه میان سایر سازه‌ها با توسعه گردشگری الکترونیک دارد. می‌توان گفت موفقیت در این زمینه منوط به حمایت‌های دولتی، کیفیت سیستم‌های اطلاعاتی و زیرساخت‌ها است اما این تاثیرگذاری از طریق ویژگی‌های نرم‌افزارهای طراحی‌شده معنا می‌یابند.

Infrastructure-Based Modeling in the Development of Electronic Tourism by Structural Equation Modeling Approach (Case Study: Yazd Province)

Extended Abstract Tourism is one of the fastgrowing economic areas, with a significant amount of income, employment, and national production. Together with the advancement of various industries, information technology has been rapidly expanding in multiple parts of human life. Tourism is also influenced by the influence of information technology, and the subject of electronic tourism is the result of the combination of these two areas. Considering the existence of diverse tourist attractions in Yazd province and also the necessity to use the capacity of cyberspace, in this research, the factors influencing the development of electronic tourism and causal relations among them have been identified. The most critical infrastructural factors identified in this field are then determined, and then a conceptual model of relationships between these factors is developed. Then, using the structural equation modeling approach, the proposed model was tested. The results of the research show that the quality of software has the role of full mediation in the relationship between other structures with the development of electronic tourism. It can be said that success in this area depends on government support, the quality of information systems and infrastructure, but this effect is made possible by the features of the software programmed. Introduction The value of tourism and related activities will be more apparent when we know that its income is equal to that of oil revenues. Today an electronic branch of this industry named electronic tourism, which is the source of potential economic and cultural movements, that cause revolution in the process and transactions. Therefore, the proper development of electronic tourism as one of the most important means of economic growth in today’s world can boost many of the infrastructures of each country’s economy and play a significant role in increasing the level of gross national product. Due to this technology shifts in tourism, considering the infrastructure that facilitates the development of etourism is the necessity. This research studied the information system elements that assumed effects on implementation and improving etourism in Yazd province. For this purpose, the survey was done and gathered data analyzed by structural equation modeling.   Materials and Methods A survey has been implemented to collect required data for testing conceptual research model. Further to library study, two separate questionnaires were designed in this regard. In the first step by Delphi approach, different infrastructure factors which were extracted from literature study was ranked by nine selected experts in Yazd Province tourism industry. Final elements then exploit in a questionnaire which designed to gather required mass data for testing conceptual model by structural equation modeling. It should be noted that the required sample is exclusively chosen from people with a minimum of 5 years of experience in the tourism industry. By simple random sampling method, 386 people were selected to respond the second questionnaire. After preprocessing gathered data, a covariancebased structural equation modeling method has been used. For this purpose, SPSS software was used for preliminary analysis of the data extracted from the questionnaire and AMOS for validating the conceptual model of the research and measuring of the constructs regression weights.   Discussion and Results Four independent variables were studied in this research which includes: legal, information systems, quantity, and quality of infrastructure, software. These variables assumed affects etourism development as a primary dependent variable. For the conceptual model test, validity and reliability of that calculated based on different approach. For the purpose first explorative factor analysis done and all questions controlled for factor loadings. Then after by AMOS software conceptual model tested by the various good of fitness parameters. Due to an acceptable level for all fitness indexes, model altered and questions with low factor loading removed. Research final result was path coefficients which would be significant to consider as meaningful in the model.     Conclusion The results obtained from the general research model test indicate that the hardware and infrastructure dimensions, information systems and legalgovernmental through the intermediary software agent, promote the development of etourism. Considering the full mediator role of the software agent’s, it’s essential evidence that the development of etourism relies strongly on software dimension. It is clear, of course, concluded that the software factor has full mediator effects on the model which imply all other activities to strengthen etourism development dependent on that. Also, it shall be noticed infrastructure and legislation factors both have high path coefficient with software which imply basically to develop etourism infrastructure and legislation would facilitate context to software performance rise upward.   Keywords: etourism, information technology, tourism infrastructure, structural equation modeling, Yazd province.   References: 1.    Hashemi, S., Mahboobfar, M., Khaki, N., Mokhtari, F (2014). An Analysis of Factors Affecting the Development of Electronic Tourism Development Using a Strategic SWOT Case Study: Iran, Quarterly Journal, Department of Tourism Management, 2(2) : PP?. 2.    Mokhtari Malekabadi, R. Soleimani, F. (2014). Evaluating the implementation of electronic tourism in the city of Yasou, The 6th National Conference on Urban Planning and Management with emphasis on the components of the Islamic city, 21 and 22 November 2014 Mashhad Holy. 3.    Buhalis, D., Deimezi, O. (2004). Etourism developments in Greece: Information communication technologies adoption for the strategic management of the Greek tourism industry, Tourism and Hospitality Research, 5(2): 103130. 4.    Kim, C. (2004). Etourism: an innovative approach for the small and mediumsized tourism enterprises (SMTEs) in Korea, OECD. 5.    Pradhan, A. R., Laefer, D. F., Rasdorf, W. J. (2007). Infrastructure management information system framework requirements for disasters, Journal of Computing in Civil Engineering, 21(2): 90101. 6.    Shafiee, M. M., Rahimzadeh, S., Haghighizade, R. (2016). The effect of implementing SEO techniques and websites design methods on etourism development: A study of travel agencies etourism websites, In eCommerce in Developing Countries: with focus on eTourism (ECDC), 2016 10th International Conference on (pp. 18). IEEE.