شناسایی الگوهای ذهنی استقرار گردشگری الکترونیک: کاربرد روش‌شناسی کیو مطالعه موردی: شهرهای ساحلی مازندران

امروزه صنعت گردشگری، نه‌تنها فعالیتی فراغتی و تفریحی است، بلکه از مهم‌ترین بخش‌های کسب‌وکار در اقتصاد جهانی به شمار می‌رود. گردشگری الکترونیک و کاربردهای آن در سال‌های اخیر همواره گسترش‌یافته و به‌ویژه با شیوع ویروس کرونا، بیش‌ازپیش موردتوجه قرارگرفته است. گردشگری الکترونیکی دیجیتالی کردن تمام فرایندها در صنایع گردشگری است که سازمان‌ها را قادر می‌سازد تا کارآیی خود را ارتقا بخشند، لذا ضروری است که به کاربرد و تاثیر گردشگری الکترونیک توجه ویژه‌ای شود. این پژوهش در راستای شناسایی الگوهای ذهنی استقرار گردشگری الکترونیک در شهرهای ساحلی استان مازندران انجام شد. پژوهش حاضر از نوع آمیخته اکتشافی است که با استفاده از روش‌شناسی کیو انجام‌شده است. این پژوهش با مشارکت ده تن از استادان آشنا به موضوع تحقیق و همچنین متخصصان گردشگری انجام‌گرفته است. فضای گفتمان پژوهش حاضر از منابع گوناگونی جمع‌آوری و پس از ارزیابی و جمع‌بندی فضای گفتمان، 32 عبارت برای نمونه انتخاب شد. در ادامه، پس از جمع‌آوری اطلاعات حاصل از مرتب‌سازی کیو، این اطلاعات با روش تحلیل عاملی کیو تحلیل گردید. تحلیل توزیع نشان داد که می‌توان سه الگوی ذهنی متمایز را میان مشارکت‌کنندگان تحقیق شناسایی کرد که در مجموع حدود 68 درصد از واریانس کل را تبیین کردند. این سه الگوی ذهنی به ترتیب استراتژی سازمان، خلق ارزش برای گردشگران و توسعه بازار خدمات گردشگری نام‌گذاری شدند. بدین ترتیب نتایج پژوهش نشان داد که: حرکت به‌سوی توسعه پایدار صنعت گردشگری با استقرار گردشگری الکترونیک به‌منظور افزایش سهم گردشگری در شهرهای ساحلی استان مازندران نیازمند تدوین استراتژی‌های عالمانه و ایجاد و تشخیص ارزش‌های مشترک شرکت و مشتریان که موجب خلق ارزش می‌گردد بوده و همچنین از طریق توسعه بازار خدمات گردشگری در نهایت به رضایت بیشتر در گردشگران می‌انجامد.

identifying mental patterns of e-tourism establishment: application of q methodology the case study of coastal cities of mazandaran

today, the tourism industry is not only a leisure activity, but also one of the most important business sectors in the global economy. electronic tourism and its applications have expanded in recent years, and especially with the spread of the coronavirus, it has been more and more noticed. e-tourism is the digitization of all processes in the tourism industry, which enables organizations to improve their efficiency, so it is necessary to pay special attention to the application and impact of e-tourism. this research was conducted to identify the mental patterns of e-tourism establishment in the coastal cities of mazandaran province. the current research is of mixed-exploratory type, which was carried out using q methodology. this research has been done with the participation of ten professors who are familiar with the subject of research and also tourism experts. the discourse space of the current research was collected from various sources and after evaluating and summarizing the discourse space, 32 expressions were selected as samples. in the following, after collecting the information obtained from q sorting, this information was analyzed with the q factor analysis method. distribution analysis showed that three distinct mental patterns could be identified among the research participants, which explained about 68% of the total variance. these three mental models were named according to organization strategy, value creation for tourists and development of the tourism service market. thus, the results of the research showed that: moving towards the sustainable development of the tourism industry with the establishment of e-tourism to increase the share of tourism in the coastal cities of mazandaran province requires the formulation of scientific strategies and the creation and recognition of the common values of the company and customers, which creates value, and also through the development of tourism services market ultimately leads to more satisfaction among touristsextended abstract introduction as one of the most important phenomena of the third millennium, the tourism industry has had a significant impact on the economic growth and dynamism and cultural exchanges of countries during the past half-century with its exponential growth. in the meantime, e-tourism and its applications have expanded and received more attention in recent years, especially with the spread of covid-19. with 338 kilometers of coastline, mazandaran province is one of the country’s coastal provinces hosting tourists (especially domestic tourists) for a long time. favorable weather conditions, proximity to the capital’s big tourist market, beautiful landscapes, cultural attractions, and the customs of residents are among the reasons for the importance of tourism and the attractiveness of this province for tourists. however, in terms of expanding tourist attraction to it, the void of information and communication technology and electronic services is well felt, and unfortunately, not paying attention to the use of information technologies can cause irreparable damage even to the traditional way of tourism in the coastal cities of this province. therefore, by creating appropriate technical infrastructures and platforms in these cities, it is possible to use information and communication technology in the tourism industry and encourage suppliers and consumers of tourism products and services to use technology, information, and, ultimately, the development of electronic tourism while consolidating and strengthening its tourism position in iran as a center for attracting tourists at the world level should also be considered.methodology the philosophical framework of this research is an interpretative-positivist paradigm, and in terms of orientation, it is in the category of applied research.