نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
With the expansion of digital technologies, e-marketing has emerged as a strategic tool in service industries, including tourism. Despite its significance in enhancing organizational performance, the success of e-marketing hinges on multiple factors embedded in the cultural and organizational context of each industry. This study analyses the impact of trust, perceived ease of use, and organizational culture on e-marketing and, consequently, on the organizational performance of Yazd’s tourism industry. As an applied, descriptive-survey research, data were collected via 56 valid questionnaires (from 70 distributed) among employees of Yazd’s General Department of Cultural Heritage, Tourism, and, Handicrafts using convenience sampling. Structural equation modelling (SEM) in Smart PLS revealed that perceived ease of use, perceived usefulness, and organizational culture significantly enhance employee trust and attitudes, which in turn positively affect e-marketing adoption. Moreover, e-marketing mediates improvements in both financial and non-financial performance in tourism organizations.
کلیدواژهها English
