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Volume 39, Issue 1 (2024)
GeoRes 2024, 39(1): 25-36 |
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Received: 2023/12/24 | Accepted: 2024/01/22 | Published: 2024/02/10
Received: 2023/12/24 | Accepted: 2024/01/22 | Published: 2024/02/10
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Rastgari M, Bozorgmehr K, Ebrahimi Jamnani L, Haghzad A. Presenting the Model of Establishing Electronic Tourism in the Tourism Development of the Coastal Cities of Mazandaran Province Using the Grounded Theory. GeoRes 2024; 39 (1) :25-36
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1- Department of Geography and Urban Planning, Chalous Branch, Islamic Azad University, Chalous, Iran
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Background
Tourism is a critical sector globally, particularly in developing countries where it drives income, employment, and infrastructure development. The advent of electronic commerce and information technology has significantly transformed the tourism industry, leading to the emergence of electronic tourism (e-tourism). In Iran, especially in the coastal cities of Mazandaran Province, there's a recognized need to leverage e-tourism to enhance the local economy and attract more tourists.
Previous Studies
Prior research highlights the importance of ICT in tourism, noting its role in improving service quality and competitiveness [Salahi Kojour et al., 2020; Yahyazade et al., 2023; Zanjirchi & Olfat, 2010; Taghvafard & Asadian Ardakani, 2016]. Studies also point out that despite Iran's rich cultural and natural attractions, the country struggles to attract international tourists, partly due to the underutilization of modern technologies [Shirshamsi et al., 2021; Estelaji & Hatefi, 2016]. Barriers to e-tourism implementation in Iran include inadequate infrastructure, lack of digital literacy, and insufficient government support [Delshad et al., 2018; Rohani et al., 2013].
Aim(s)
The study aims to develop a model for implementing e-tourism in the coastal cities of Mazandaran Province, Iran.
Research Type
This research is a qualitative study, employing a grounded theory approach to develop a theoretical model for e-tourism implementation.
Research Society, Place and Time
The research was conducted on the coastal cities of Mazandaran Province, including 14 cities along the Caspian Sea in 2023. The statistical population consists of professionals and experts in the tourism sector who have extensive experience in tourism management and related fields.
Sampling Method and Number
The study used purposive sampling to select 21 experts, including senior tourism officials, university scholars, and industry specialists, for in-depth interviews. The sample was chosen based on their expertise and relevance to the study’s objectives.
Used Devices & Materials
Semi-structured interviews were conducted as the primary data collection tool. The interviews were guided by a validated protocol, ensuring consistency and depth in the responses.
Findings by Text
In total, 52 initial codes were extracted from the analysis of the interviews. Through summarization and the removal of similar codes, 38 initial codes were identified under causal conditions, 36 under contextual conditions, 35 under intervening conditions, 37 under core phenomenon, 30 under strategies, and 40 under outcomes and results. The causal factors influence the development of e-tourism, including industry dynamics, tourist awareness, organizational empowerment, human resource development, and problem-solving processes (Table 1).
Table 1. Codes, Concepts, and Categories of Causal Conditions
The general contextual conditions affect e-tourism, including organizational complexity, tourist characteristics, and environmental factors such as economic conditions and legal requirements (Table 2).
Table 2. Codes, Concepts, and Categories of Contextual Conditions
The intervening factors influences e-tourism, including managerial barriers, structural conflicts, bureaucracy, and the knowledge and capabilities of the tourism industry (Table 3).
Table 3. Codes, Concepts, and Categories of Intervention Conditions
The core phenomenon driving the process focus on policies, organizational strategies, market analysis, value creation, and market development for e-tourism services (Table 4).
Table 4. Codes, Concepts, and Categories of Core Category
The strategies to manage e-tourism include organizational flexibility, customer-oriented human resource development, targeted communication with tourists, and improving service quality and innovation (Table 5).
Table 5. Codes, Concepts, and Categories of Strategies
The outcomes of implementing e-tourism strategies, including market development, improved tourist satisfaction, economic and cultural growth, increased revenues, and reduced marketing costs (Table 6).
Table 6. Codes, Concepts, and Categories of Outcomes
Figure 1. Final model of e-Tourism
Main Comparisons to Similar Studies
The findings are consistent with previous studies that emphasize the critical role of ICT infrastructure, government policies, and digital literacy in the successful implementation of e-tourism [Hajipour & Moradi, 2010; Sadeghi Pouryani et al., 2021]. Similar studies in other regions also highlight the importance of collaboration between public and private sectors in driving e-tourism initiatives [Shafiee et al., 2019; Li et al., 2018; Rohani et al., 2013].
Suggestions
The study suggests enhancing ICT infrastructure, training human resources, and fostering partnerships between the public and private sectors as key steps toward successful e-tourism implementation in Mazandaran's coastal cities. Strategic planning and investment in technology are also recommended to boost the region’s tourism industry.
Conclusion
A comprehensive approach, involving improved ICT infrastructure, human resource development, and public-private collaboration, is essential for successfully implementing e-tourism in Mazandaran’s coastal cities.
Acknowledgments: No acknowledgments have been reported by the authors.
Ethical Permission: No ethical issues have been reported by the authors.
Conflict of Interest: This article is derived from the dissertation of the first author, supervised by the second author and advised by the third and fourth authors.
Author Contributions: Rastgari (First Author), Introduction Writer / Discussion Writer / Statistical Analyst (25%); Bozorgmehr K (Second Author), Introduction Writer / Discussion Writer (25%); Ebrahimi Jamnani L (Third Author), Statistical Analyst (25%); Haghzad A (Fourth Author), Discussion Writer / Introduction Writer (25%)
Funding: This research was supported by Islamic Azad University, Chalous Branch.
Tourism is a critical sector globally, particularly in developing countries where it drives income, employment, and infrastructure development. The advent of electronic commerce and information technology has significantly transformed the tourism industry, leading to the emergence of electronic tourism (e-tourism). In Iran, especially in the coastal cities of Mazandaran Province, there's a recognized need to leverage e-tourism to enhance the local economy and attract more tourists.
Previous Studies
Prior research highlights the importance of ICT in tourism, noting its role in improving service quality and competitiveness [Salahi Kojour et al., 2020; Yahyazade et al., 2023; Zanjirchi & Olfat, 2010; Taghvafard & Asadian Ardakani, 2016]. Studies also point out that despite Iran's rich cultural and natural attractions, the country struggles to attract international tourists, partly due to the underutilization of modern technologies [Shirshamsi et al., 2021; Estelaji & Hatefi, 2016]. Barriers to e-tourism implementation in Iran include inadequate infrastructure, lack of digital literacy, and insufficient government support [Delshad et al., 2018; Rohani et al., 2013].
Aim(s)
The study aims to develop a model for implementing e-tourism in the coastal cities of Mazandaran Province, Iran.
Research Type
This research is a qualitative study, employing a grounded theory approach to develop a theoretical model for e-tourism implementation.
Research Society, Place and Time
The research was conducted on the coastal cities of Mazandaran Province, including 14 cities along the Caspian Sea in 2023. The statistical population consists of professionals and experts in the tourism sector who have extensive experience in tourism management and related fields.
Sampling Method and Number
The study used purposive sampling to select 21 experts, including senior tourism officials, university scholars, and industry specialists, for in-depth interviews. The sample was chosen based on their expertise and relevance to the study’s objectives.
Used Devices & Materials
Semi-structured interviews were conducted as the primary data collection tool. The interviews were guided by a validated protocol, ensuring consistency and depth in the responses.
Findings by Text
In total, 52 initial codes were extracted from the analysis of the interviews. Through summarization and the removal of similar codes, 38 initial codes were identified under causal conditions, 36 under contextual conditions, 35 under intervening conditions, 37 under core phenomenon, 30 under strategies, and 40 under outcomes and results. The causal factors influence the development of e-tourism, including industry dynamics, tourist awareness, organizational empowerment, human resource development, and problem-solving processes (Table 1).
Table 1. Codes, Concepts, and Categories of Causal Conditions
The general contextual conditions affect e-tourism, including organizational complexity, tourist characteristics, and environmental factors such as economic conditions and legal requirements (Table 2).
Table 2. Codes, Concepts, and Categories of Contextual Conditions
The intervening factors influences e-tourism, including managerial barriers, structural conflicts, bureaucracy, and the knowledge and capabilities of the tourism industry (Table 3).
Table 3. Codes, Concepts, and Categories of Intervention Conditions
The core phenomenon driving the process focus on policies, organizational strategies, market analysis, value creation, and market development for e-tourism services (Table 4).
Table 4. Codes, Concepts, and Categories of Core Category
The strategies to manage e-tourism include organizational flexibility, customer-oriented human resource development, targeted communication with tourists, and improving service quality and innovation (Table 5).
Table 5. Codes, Concepts, and Categories of Strategies
The outcomes of implementing e-tourism strategies, including market development, improved tourist satisfaction, economic and cultural growth, increased revenues, and reduced marketing costs (Table 6).
Table 6. Codes, Concepts, and Categories of Outcomes
Figure 1. Final model of e-Tourism
Main Comparisons to Similar Studies
The findings are consistent with previous studies that emphasize the critical role of ICT infrastructure, government policies, and digital literacy in the successful implementation of e-tourism [Hajipour & Moradi, 2010; Sadeghi Pouryani et al., 2021]. Similar studies in other regions also highlight the importance of collaboration between public and private sectors in driving e-tourism initiatives [Shafiee et al., 2019; Li et al., 2018; Rohani et al., 2013].
Suggestions
The study suggests enhancing ICT infrastructure, training human resources, and fostering partnerships between the public and private sectors as key steps toward successful e-tourism implementation in Mazandaran's coastal cities. Strategic planning and investment in technology are also recommended to boost the region’s tourism industry.
Conclusion
A comprehensive approach, involving improved ICT infrastructure, human resource development, and public-private collaboration, is essential for successfully implementing e-tourism in Mazandaran’s coastal cities.
Acknowledgments: No acknowledgments have been reported by the authors.
Ethical Permission: No ethical issues have been reported by the authors.
Conflict of Interest: This article is derived from the dissertation of the first author, supervised by the second author and advised by the third and fourth authors.
Author Contributions: Rastgari (First Author), Introduction Writer / Discussion Writer / Statistical Analyst (25%); Bozorgmehr K (Second Author), Introduction Writer / Discussion Writer (25%); Ebrahimi Jamnani L (Third Author), Statistical Analyst (25%); Haghzad A (Fourth Author), Discussion Writer / Introduction Writer (25%)
Funding: This research was supported by Islamic Azad University, Chalous Branch.
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