ارائۀ مدل گردشگری هوشمند با عاملیت رسانه‌های اجتماعی (موردکاوی: همدان)

گردشگری پدیده‌ای میان‌‌رشته‌ای است که با بسیاری از صنایع و حوزه‌های بازار ارتباط تنگاتنگی دارد و توسعۀ این پدیده تاثیرات بسزایی در بخش توسعه‌ی پایدار می‌گذارد. گردشگری هوشمند اصطلاحی جدید و کاربردی است که به توصیف وابستگی روزافزون مقاصد گردشگری، صنایع و اشکال مختلف گردشگران به اشکال جدید فنّاوری اطلاعات و ارتباطات، که حجم انبوهی از داده‌ها را به گزاره‌های ارزشمند تبدیل می‌کند، می‌پردازد. در کشور ایران، به گردشگری هوشمند آنچنان که باید و شاید توجهی نشده است و الگوی کاربردی برای آن وجود ندارد. همچنین نه‌فقط بر روی الگوی گردشگری هوشمند مطالعات اثربخشی انجام نشده، بلکه عاملیت رسانه‌های اجتماعی نیز در آن در نظر گرفته نشده است. هدف از انجام تحقیق حاضر این است که الگوی گردشگری هوشمند با عاملیت رسانه‌های اجتماعی تبیین شود. بدین‌منظور، ازطریق نمونه‌گیری هدفمند، اطلاعات 25 نفر از از افراد شاغل و فعال در سازمان‌ها و نهادهای دولتی و غیردولتی همدان، ازطریق مصاحبه‌های نیمه‌ساختاریافته گردآور‌ی و تجزیه‌و‌تحلیل شد و با استفاده از روش نظریۀ برخاسته از داده، الگوی گردشگری هوشمند با عاملیت رسانه‌های اجتماعی طراحی شد. ‌یافته‌های این تحقیق کیفی نشان می‌دهند که به‌کارگیری صحیح گردشگری هوشمند با عاملیت رسانه‌های اجتماعی می‌‌تواند موجب توسعۀ کشور در سایۀ راه‌افتادن موتور توسعه (گردشگری)، ایجاد اشتغال پایدار، رونق کسب‌وکارهای خرد و محلی، توسعۀ گردشگری بین‌المللی، درآمدزایی بهتر موسسه‌های گردشگری شود.

presenting a smart tourism model considering the social media factor (case study: hamedan)

abstractin addition to domestic activities, women also have a large share of manpower in activities outside the family. the health tourism industry is one of the industries in which women have a colorful presence. while women’s empowerment health has not been studied in the field of tourism; therefore, the purpose of this study is to investigate the empowerment of women in the health tourism industry. this research is part of exploratory research and with a mixed approach seeks to study the factors of women’s empowerment in the health tourism industry and prioritize the identified factors and has been done in yazd province. in order to analyze the information, in the first phase, the theme analysis method and in the second phase, the structural-interpretive modeling method have been used. the results of the study identified 31 enablers that were prioritized using an expert panel. thus, social factors have the most impact and political and psychological factors have the most impact. this study presents a new approach to women’s empowerment in health tourism. thus, most of the identified factors are related to social category. therefore, improving social behaviors and the environment in which they live can lead to greater empowerment of women. introductiontoday, tourism has become an important industry in the world in social and economic fields and has achieved a special position. countries have come to the conclusion that with proper planning, they can invest properly in the tourism sector. travel and tourism is one of the most evolved sectors; especially since the internet of things has emerged. iran is one of the best countries in the world for implementing the tourism industry due to its climate, cultural and ancient attractions; therefore, it must continuously identify the changing needs of customers (tourists) and achieve its basic goals, i.e. satisfaction, safety and pleasure of tourists. the existence of the most complex human businesses in the tourism industry has raised it as a multifaceted activity with various functions and positive effects. people are always looking for trustworthy and superior quality media, especially in the field of digital media. due to the fact that in domestic and international sources, no significant studies have been done regarding the smart tourism model with the agency of social media, there is a potential for theoretical development worthy of consideration in this field. from the operational aspect, the issue of this research has been considered at two levels: &case& and &country&. at present, we are witnessing a decline in all areas of tourism at the country level (ghekirat qahfarkhi et al., 1402). the problem that almost all the activists in the field of tourism, including the tourism sector of hamedan province, are facing is that they cannot increase the demand for tourism with the usual methods and they are looking for new methods to make the activities of tourism institutions more efficient. therefore, considering that the concept of smart tourism is a new concept in tourism literature and less researchers have investigated smart tourism with the agency of social media, the explanation and development of this concept will help to enrich the literature, as well as conducting this research will fill an operational gap. for the case of study and activists, it will fill the field of tourism and provide them with operational and innovative solutions aimed at improving this field. the present research will investigate the mentioned concepts and present the result in the form of a model. because smart tourism can become one of the central and main parts of income-generating approaches in iran, its investigation can greatly contribute to our understanding of the role of social media in these approaches. therefore, conducting such research is very important. therefore, this research has a basic goal: to contribute to the intelligent tourism literature in order to increase the researchers’ understanding of the role of social media in this field and its main elements through the development and improvement of this concept. the main question of the current research is as follows: &what is the model of smart tourism with the agency of social media (case study: hamedan)?& there is a potential for theoretical development worthy of consideration in the field of social media in relation to smart tourism. from the operational aspect, the issue of this research has been considered at two levels: &case& and &country&. the problem that almost all the activists in the field of tourism, including the tourism sector of hamedan province, are facing is that they cannot increase the demand for tourism with the usual methods and they are looking for new methods to make the activities of tourism institutions more efficient. therefore, considering that the concept of smart tourism is a new concept in tourism literature and less researchers have investigated smart tourism in relation to social media, the explanation and development of this concept will help to enrich the literature, as well as conducting this research will fill an operational gap. therefore, this research has a basic goal: to contribute to the intelligent tourism literature in order to increase the researchers’ understanding of the role of social media in this field and its main elements through the development and improvement of this concept. the main question of the current research is as follows: &what is the model of smart tourism with the agency of social media (case study: hamedan)?& literature reviewsocially, the development of tourism has had a very small effect on changing the type of clothing, the type of ceremony, the pattern of food consumption, and improving the state of education (soleimani et al., 2018). also, the development of welfare and tourism support infrastructures in places with historical monuments has increased the attraction of tourists, which is effective in the development of rural settlements as historical tourism destinations (shafii sabet et al., 2018). due to the lack of a proper model in the tourism category, they face many obstacles and challenges in this regard (qadri et al., 2018). satisfying information needs can consciously choose one or more sources of information from among multiple sources (tavosi et al., 2018). as society changes, so will planning approaches. strategic planning is one of the levels of planning to provide a context in which more detailed plans are designed to set and achieve specific goals. today, a strategic planning approach is necessary for tourism, due to which, the planning and development of various activities are related to a general and extensive strategic tourism program with the aim of providing an integrated framework for guiding tourism. strategic planning seeks the optimal fit between the system and its environment (ramazannejad and eftekhari, 2018).in the contemporary era, which is known as the age of information and the information and communication society, a huge part of the socialization of generations is done through the media, and the influence of the media is such that some communication theorists believe that the media change our mental and even behavioral preferences. they determine and if they don’t teach us how to think, they teach us what to think. by presenting correct or incorrect content, the media causes people’s orientation and is somehow able to create a general way of thinking in the society (alizadeh aghdam et al., 2017).ghorbani et al. (1400) argue in their research that the smart tourism industry has led to the creation and prosperity of large-scale investments in those infrastructures that improve the living conditions of local people and also through employment and currency generation for citizens and organizations in charge of urban management. like the municipalities, by creating income sources, it provides the empowerment of the economy of the citizens and the trustee organizations. in their research, khajeh nabi et al. (2019) argue that the four dimensions examined in the research have a meaningful relationship with the sustainable development of tourism and the effects of social, cultural, economic, physical and institutional structure are effective in the growth and sustainable development of urban tourism. methodologyas the purpose of the research is to present the smart tourism model with the role of social media, to develop knowledge about it and to present the model in this field, the interpretive paradigm has been adopted. this research is applied research. the strategy of this research is qualitative; because this research was done by using a sample, it investigated the phenomena in the context of their real life, did not manipulate them, and studied things that happened in a real and natural way. this research is a field type; because it seeks to create a new theory and grow knowledge about smart tourism with the role of social media. the purpose of the research is discovery and data collection was done in the qualitative part through semi-structured interviews and in the quantitative part using questionnaires. also, data analysis has been done using the data-driven theory method. based on the previous information, which exists from the mentioned organizations in hamedan (as a statistical population) and their subcategories, and also according to the research objectives, the purposeful sampling method was used to select statistical samples; because it was necessary for people to be experts. therefore, the statistical sample consists of 25 people working and active in governmental and non-governmental organizations and institutions in hamadan. the four main tests to check the quality of the research plan, including verifiability, acceptability or believability, transferability and reliability were examined. resultsthe results showed that the dimensions of the smart tourism model with the role of social media can be categorized into forty main categories, which are: lack of a comprehensive information bank about buildings and tourist spots; lack of strong reference social media (website, blog, social network, etc) in the field of tourism; the lack of strong content production in the field of tourism; the existence of cost,process and inter-unit problems related to smart tourism; the growth of awareness and changing demands of tourists; the need to reduce tourism costs and new methods in the field of tourism; development and exploitation of innovations in the field of tourism; the occurrence of protests and complaints and high expectations of tourists from smart tourism; the need to use the potential of new methods in the field of tourism; problems related to macro policies of tourism; ignorance of the personnel of the tourism sector about the rules; over-formatting of tourism; unwillingness of tourists to smart processes; creating a local smart tourism platform; allocating smart sim cards to tourists; providing currency exchange services and ott multimedia services to tourists; creating new income for tourism institutions through social media; providing ntt; co-creation between tourism supply and demand; providing specialized tourism services; using artificial intelligence to access the interests and tastes of tourists; creating an integrated ecosystem in the field of tourism; creating an electronic payment platform and digital wallet; providing smart tourism subsidies to institutions; monitoring specific tourist spots; paying attention to the tourism value chain; developing smart tourism in mobile phone operators; development of ict activities; collection and maintenance of big data standards related to tourism; opportunities and threats of smart tourism; strengths and weaknesses of smart tourism; promotion of the status and credibility of tourism institutions; differentiation in the quality of services and naming of tourism institutions; creating employment; the development of the country under the shadow of the development engine (tourism); the prosperity of small and local businesses; the high commission of hotels and travel agencies; operational problems; software and electronic services; the inappropriate level of budget and financial resources of institutions; and the existence of extensive and permanent changes in the field of smart tourism. conclusionmany researches have presented tourism development solutions (destek et al., 2022; buhalis, 2019; cai et al., 2019; hall et al., 2020), but very few researches related to smart tourism concepts such as tourist information architecture, creating a local tourism platform, and the dynamics of tourism packages and the ability to change the package at the moment have been investigated. previous research has not paid enough attention to the topics of co-creation in tourism. on the other hand, the current research has introduced multiple variables of intelligence in the process of co-creation in tourism. although many researches in the field of smart tourism have focused on managing the motivation and experience of tourists in tourist destinations, the characteristics of smart tourism, obstacles to increasing tourism demand, etc. (ivanov et al., 2020; kontogianni et al., 2020; li et al., 2021; mckercher, 2020) but none of the researches related to tourism have mentioned the opportunities, threats, strengths, and weaknesses of smart tourism at the same time. pankarli (2020) and sediqi et al. (2021) have pointed out the need to use new methods of smart tourism, which focuses more on business tourism, smart tourism guide, and simulating tourism services, and did not comprehensively describe smart tourism with the role of social media. the present research has identified and introduced a new and more complete set of strengths, weaknesses, opportunities and threats of smart tourism with the agency of social media in the form of a model, while implicitly including the mentioned concepts. in the researches of ghorbani et al. (2021), khatib semnani and fathi (2020) and khani (2020) the main effective drivers in the development of tourism are mentioned, which indicates the existence of opportunities and threats in tourism.