ارائه مدل کسب‌وکار تجارت اجتماعی برای صنعت گردشگری در ایران

هدف: هدف این پژوهش شناسایی عوامل موثر در طراحی مدل کسب‌و‌کار تجارت اجتماعی برای صنعت گردشگری به‌منظور بهره‌مندی از ارزش‌های وب 2.0 است.روش: در این پژوهش به‌منظور شناسایی عوامل موثر بر مدل کسب‌و‌کار در تجارت اجتماعی، از روش فراترکیب استفاده شد و عوامل شناسایی شده با بهره‌مندی از نظر خبرگان در 9 مولفه بوم مدل کسب‌و‌کار استروالدر و پیگنر (2010) دسته‌بندی شدند. سپس در بخش کمی به‌منظور آزمون فرضیه‌ها و ارزیابی مدل پیشنهادی، از مدل‌سازی معادله‌های ساختاری و برای اولویت‌بندی عوامل از آزمون فریدمن استفاده شد.یافته‌ها: 9 مولفه و 36 مفهوم به‌عنوان عوامل موثر بر مدل کسب‌وکار تجارت اجتماعی در صنعت گردشگری شناسایی شدند. بر اساس نتایج، استفاده از زیر‌ساخت اینترنت و فناوری وب 2.0 مشارکت میان کاربران و اعضای زنجیره‌ تامین را افزایش می‌دهد، موجب آسان شدن برقراری ارتباط میان آنها می‌شود و به شرکت‌ها در خلق و ارائه ارزش پذیرفتنی به مشتریان کمک می‌کند.نتیجه‌گیری: این پژوهش به ایجاد وضوح و دانش بیشتر در رابطه با عوامل موثر بر طراحی مدل کسب‌‌وکار تجارت اجتماعی در صنعت گردشگری کمک می‌کند و به مدیران کسب‌وکارهای گردشگری در توسعه مدل‌های کسب‌وکار تجارت اجتماعی به‌منظور توسعه صنعت گردشگری و کسب مزیت رقابتی یاری می‌رساند. علاوه‎ بر این، مدیران و شاغلان صنعت گردشگری می‌توانند با الهام از مدل کسب‌وکار ارائه شده، مدلی متناسب با سازمان خود طراحی کنند و از مزایای تجارت اجتماعی و فناوری جدید بهره‌مند شوند.

Developing a Business Model for Social Commerce in Tourism Industry in Iran.

ObjectiveGiven the nature of the tourism industry, using a social commerce business model can greatly contribute to the growth and development of the industry. Yet, since this type of business is an emerging phenomenon, little research has been done into the business models of social commerce. Therefore, in order to prevent the failure of social commerce and the development of this type of business, it is increasingly necessary to develop a comprehensive model related to social commerce for the tourism industry. And now the main questions are: what are the key elements in designing a social commerce business model in the tourism industry? And what is the proper placement of the components that influence the business model of social commerce for the tourism industry within the context of the business model of Osterwalder and Pigneur? MethodologyThe research is exploratory in terms of purpose and is applied in nature. In this research, exploratory mixed method including qualitativequantitative methods has been used. At first, using qualitative method and crosssectional approach, factors were extracted and research hypotheses were introduced and then the hypotheses and validity of the model weer examined in the quantitative section. Structural equation modeling and PLS2 software were used to evaluate the research hypotheses and the proposed model. FindingsAs a result, 9 components and 36 concepts were identified as factors influencing the social commerce business model in the tourism industry. Accordingly, the use of Internet infrastructure and Web 2.0 technology enhances the engagement of users and members of the supply chain and facilitates communication between them and ultimately helps companies establish and deliver acceptable values to customers. ConclusionBased on the analysis of the relationships between variables in the proposed model using structural equation modeling, it is deduced that there is a significantly positive relationship between the components of the proposed business model. This means that considering these factors in the design of social commerce business models in the tourism industry, one can expect to observe acceptable values to the customers leading to benefits for the businesses. As the results show, the proposed value has a greater impact on Web 2.0 channels, and the values ​​that customers gain through social commerce increase their willingness to use Web 2.0 technology. Individuals collect information about products and services by joining online communities that ultimately affects the quality of that relationship. Thus, companies and business organizations can use social commerce tools and provide an environment for user discussion. This will improve the relationships and increase customer loyalty as well as the value of the organization. The use of information technology and ecommerce in procurement and execution can create enormous benefits by simultaneously reducing costs and increasing customer satisfaction. Users need information from the websites when they want to buy online. Because customer communication in ecommerce is done online without facetoface interactions, comprehensive and timely information on websites can gain the trust of these users to encourage them to engage in social commerce.