مطالعات مدیریت گردشگری عصر هوشمند

مطالعات مدیریت گردشگری عصر هوشمند

تحلیل ساختاری تأثیر اعتماد، سهولت و فرهنگ سازمانی بر بازاریابی الکترونیک و عملکرد صنعت گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان
1 استادیار گروه مهندسی صنایع، دانشکده. فنی و مهندسی، مجتمع آموزش عالی بم، بم، ایران.
2 استادیار گروه گردشگری و هتلداری، دانشکده گردشگری، مجتمع آموزش عالی بم، بم، ایران.
3 کارشناسی‌ارشد مدیریت فناوری اطلاعات، دانشکده مدیریت و حسابداری، دانشگاه علم و هنر یزد، یزد، ایران.
چکیده
با گسترش فناوری‌های دیجیتال، بازاریابی الکترونیک به یکی از ابزارهای راهبردی در صنایع خدماتی ازجمله گردشگری تبدیل شده است. با وجود اهمیت بالای این ابزار در بهبود عملکرد سازمانی، میزان موفقیت آن به عوامل متعددی وابسته است که در بستر فرهنگی و سازمانی هر صنعت معنا می‌یابد. هدف این پژوهش، تحلیل تأثیر اعتماد، سهولت درک‌شده و فرهنگ سازمانی بر بازاریابی الکترونیک و به تبع آن عملکرد سازمانی صنعت گردشگری استان یزد است. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-پیمایشی است. جامعه‌ی آماری پژوهش شامل کلیه کارکنان اداره کل میراث فرهنگی، صنایع‌دستی و گردشگری استان یزد است که از طریق نمونه‌گیری در دسترس ۵۶ پرسشنامه معتبر از 70 پرسشنامه توزیع شده، جمع‌آوری شده است. تحلیل داده‌ها با استفاده از رویکرد مدل‌سازی معادلات ساختاری و نرم‌افزار Smart PLS3 انجام شد. یافته‌ها نشان داد که سهولت درک‌شده، سودمندی درک‌شده و فرهنگ سازمانی تأثیر مثبت و معناداری بر اعتماد و نگرش کارکنان دارند. همچنین، اعتماد و نگرش کارکنان تأثیر مثبت و معناداری بر بازاریابی الکترونیک داشته‌اند. همچنین بازاریابی الکترونیک نقش میانجی بر بهبود عملکرد مالی و غیرمالی سازمان‌های گردشگری ایفا می‌کند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Structural Analysis of the Impact of Trust, Ease, and Organizational Culture on E-Marketing and the Performance of the Tourism Industry

نویسندگان English

Ali Saffari Darberazi 1
Morteza Bazrafshan 2
Ahmadreza Dousthosseini 3
1 Assistant Professor, Department of Industrial Engineering, Bam Higher Education Complex, Bam, Iran.
2 Associate Professor, Department of Tourism and Hospitality Faculty of Tourism, Higher Education Complex of Bam, Iran.
3 Master's in Information Technology Management, Faculty of Management and Accounting, University of Science and Art, Yazd, Iran.
چکیده 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

E-marketing
Organizational culture
Trust
Employee attitudes
Tourism performance
رستگاری، مریم، بزرگمهر، کیا، ابراهیمی جمنانی، لیلا، حقزاد، آمنه. (1402). شناسایی الگوهای ذهنی استقرار گردشگری الکترونیک: کاربرد روش‌شناسی کیو مطالعه موردی: شهرهای ساحلی مازندران. نشریه گردشگری شهری،10(2)، 17-1.
سعیدی‌نسب، سحر. (1400). تاثیرپذیری صنعت گردشگری از بازاریابی الکترونیکی، فصلنامه نگرش‌های نوین بازرگانی، 2(1).
https://www.jnabm.ir/article_247298_f0a3bae975d43bfcad56721597e52ef3.pdf .
شهابی‌نژاد، حمید. (1396). تحلیل زمینه‌های پیشبرد بازاریابی الکترونیک در جذب توریست بر اساس نگرش گردشگران در صنعت گردشگری استان کرمان. پایان‌نامه کارشناسی ارشد، دانشگاه سیستان و بلوچستان، دانشکده مدیریت و حسابداری.
شیرشمسی، عبدالمهدی، میرابی، وحیدرضا، حسن‌پور، اسماعیل، رنجبر، محمدحسین. (1399). ارائه مدل کاربردی بازاریابی الکترونیکی در صنعت گردشگری (مطالعه موردی شهر یزد)، فصلنامه علمی گردشگری شهری، دوره 7، شماره 4، صص. 47-35.
عیسوی، هیرو (1403). ارائه مدل بازاریابی دیجیتال در صنعت گردشگری (مطالعه موردی: شهر تهران)، مجله گردشگری فرهنگ، 5 (17)، 51-40.
ورمقانی، مریم. (1395). عوامل تأثیرگذار بر پذیرش و به‌کارگیری بازاریابی الکترونیک در صنعت گردشگری (موردمطالعه: کارکنان آژانس‌ها و مراکز جهانگردی و ایران‌گردی استان کردستان). پایان‌نامه کارشناسی ارشد، دانشگاه کردستان، دانشکده علوم انسانی و اجتماعی.
ویسی، ژیلا. (1398). بررسی نقش کارکردهای فناوری اطلاعات بر پیشرفت صنعت گردشگری با تأکید بر بازاریابی الکترونیک (موردمطالعه: شهر کرمانشاه). پایان‌نامه کارشناسی ارشد، موسسه آموزش عالی سفیر دانش، دانشکده فنی و مهندسی.
Albdairi, A. T. H. (2024). Affecting factors on the performance of online marketing in the tourism industry. The Peerian Journal, 28, 50-67.
Anser, M. K., Yousaf, Z., Usman, M., & Yousaf, S. (2020). Towards strategic business performance of the hospitality sector: Nexus of ICT, E-marketing and organizational readiness. Sustainability, 12(4), 1346.
Arora, M. (2024). Transforming the Indian Hospitality Industry: The Study of Technology on Employee Engagement, Organizational Culture, and Performance Management. Organizational Culture, and Performance Management (June 19, 2024).
Azzam, Z., & Al-Dehon, K. (2025). The Impact of E-Marketing on the Marketing Performance: Jordanian Travel and Tourism Agencies as a Case Study. In From Machine Learning to Artificial Intelligence: The Modern Machine Intelligence Approach for Financial and Economic Inclusion (pp. 579-600). Springer.
Barclay, D., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS) approach to casual modeling: personal computer adoption ans use as an Illustration.
Berakon, I., Wibowo, M. G., Nurdany, A., & Aji, H. M. (2023). An expansion of the technology acceptance model applied to the halal tourism sector. Journal of Islamic Marketing, 14(1), 289-316.
Bøe, T. (2018). E-learning technology and higher education: the impact of organizational trust. Tertiary Education and Management, 24(4), 362-376
10.1080/13583883.2018.1465991
Centobelli, P., Cerchione, R., & Singh, R. (2019) The impact of leanness and innovativeness on environmental and financial performance: Insights from Indian SMEs. International Journal of Production Economics, 212, 111-124.
10.1016/j.ijpe.2019.02.011
Chen, C.-C., & Tsai, J.-L. (2019). Determinants of behavioral intention to use the Personalized Location-based Mobile Tourism Application: An empirical study by integrating TAM with ISSM. Future Generation Computer Systems, 96, 628-638.
Chicco, D., Warrens, M. J., & Jurman, G. (2021). The coefficient of determination R-squared is more informative than SMAPE, MAE, MAPE, MSE and RMSE in regression analysis evaluation. Peerj computer science, 7, e623.
Cimbaljević, M., Demirović Bajrami, D., Kovačić, S., Pavluković, V., Stankov, U., & Vujičić, M. (2024). Employees' technology adoption in the context of smart tourism development: the role of technological acceptance and technological readiness. European Journal of Innovation Management, 27(8), 2457-2482.
Deb, S. K., Nafi, S. M., & Valeri, M. (2024). Promoting tourism business through digital marketing in the new normal era: a sustainable approach. European Journal of Innovation Management, 27(3), 775-799.
dos Santos, P. M., & Cirillo, M. Â. (2023). Construction of the average variance extracted index for construct validation in structural equation models with adaptive regressions. Communications in Statistics-Simulation and Computation, 52(4), 1639-165.
Espino-Rodríguez, T. F., & Ramírez-Fierro, J. C. (2018). The relationship between strategic orientation dimensions and hotel outsourcing and its impact on organizational performance. An application in a tourism destination. Sustainability, 10(6), 1769.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Ghanem, M. M., Mansour, S. O., & Adel, H. (2017). The impact of national culture on the adoption of e-tourism in Egyptian tourism companies. Tourism: An International Interdisciplinary Journal, 65(2), 234-246.
Gülbahar, B. (2017). The Relationship between Work Engagement and Organizational Trust: A Study of Elementary School Teachers in Turkey. Journal of Education and Training Studies, 5(2), 149-159.
Gupta, P., Prashar, S., Vijay, T. S., & Parsad, C. (2021) Examining the influence of antecedents of continuous intention to use an informational app: the role of perceived usefulness and perceived ease of use. International Journal of Business Information Systems, 36(2), 270-287.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Harel, R., Schwartz, D., & Kaufmann, D. (2021). Organizational culture processes for promoting innovation in small businesses. EuroMed Journal of Business, 16(2), 218-24.
Hasanein, A., El-Kafy, A., & Hussein, J. (2022). The impact of technology acceptance on the effectiveness of the electronic customer relationship management in hospitality and tourism industry: The mediating role of employees’ satisfaction. International Academic Journal Faculty of Tourism and Hotel Management, 8(1), 36-62.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2-2.
Hernández Ponce, O. E., Morgan Medina, J. C., & Valdez Juárez, L. E. (2023). Financial performance factors and technological resources in the strategic management of tourism companies. Journal of technology management & innovation, 18(2), 56-68.
10.4067/S0718-27242023000200056 
Irani, F., Katircioglu, S., & Gokmenoglu, K. K. (2021). Effects of business and finance conditions on tourism firms’ financial performances: evidence from major tourist destinations. Sage Open, 11(3), 21582440211040120
Isavi, H. (2024). Developing A Digital Marketing Model in The Tourism Industry (Case Study: Tehran). Tourism of Culture, 5(17), 40-51. [In Persian]
Işık, C., Küçükaltan, E. G., Taş, S., Akoğul, E., Uyrun, A., Hajiyeva, T., Turan, B., Dırbo, A. H., & Bayraktaroğlu, E. (2019). Tourism and innovation: A literature review. Journal of Ekonomi, 1(2), 98-154.
Labanauskaitė, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652.
Lam, L., Nguyen, P., Le, N., & Tran, K. (2021). The relation among organizational culture, knowledge management, and innovation capability: Its implication for open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 66.
Lee, D., & Ng, P. M. (2021). The role of organizational culture, capabilities, and adoption of e‐marketing on nonprofits' organizational performance. Journal of Philanthropy and Marketing, 26(2), e1688 .
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
Liu, K.-N., Hu, C., Lin, M.-C., Tsai, T.-I., & Xiao, Q. (2020). Brand knowledge and non-financial brand performance in the green restaurants: Mediating effect of brand attitude. International Journal of Hospitality Management, 89, 102566.
Mazan, İ., & Cetinel, M. (2022). Effects of perceived ease of use and perceived usefulness as mediators of the relationship between individual culture and intention to use digital tourism applications and services. Journal of Tourism and Gastronomy Studies, 10. (3).
Omran, M., Khallaf, A., Gleason, K., & Tahat, Y. (2021). Non-financial performance measures disclosure, quality strategy, and organizational financial performance: a mediating model. Total Quality Management & Business Excellence, 32(5-6), 652-675.
Pavlidou, C. T., & Efstathiades, A. (2021). The effects of internal marketing strategies on the organizational culture of secondary public schools. Evaluation and Program Planning, 84, 101894.
Poddubnaya, N. (2019). Corporate culture as an effective instrument of strategic development of tourism and hospitality enterprises. Актуальные проблемы развития сервиса и туризма,
Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C., & Oyewole, A. T. (2024). Digital marketing in tourism: a review of practices in the USA and Africa. International Journal of Applied Research in Social Sciences, 6(3), 393-408.
10.51594/ijarss.v6i3.896
Ramaj-Desku, B., & Ukaj, F. (2021). The E-marketing strategy process in the tourism industry-case study Kosovo and Albania. Journal of Information and Organizational Sciences, 45(1), 137-169.
Rastgari, M., Bozorgmehr, K., Ebrahimi jamnani, L., & Haghzad, A. (2023).  Identifying Mental Patterns of E-Tourism Establishment: Application of Q Methodology the Case Study of Coastal Cities of Mazandaran. urban tourism, 10(2), 1-17. [In Persian].
Rouf, M. A., & Akhtaruddin, M. (2018). Factors affecting the voluntary disclosure: a study by using smart PLS-SEM approach. International Journal of Law and Management, 60(6), 1498-1508.
Roy, P. P., & Roy, K. (2008). On some aspects of variable selection for partial least squares regression models. QSAR & Combinatorial Science, 27(3), 302-313.
saeedinasab, s. (2021). The Impact Of The Tourism Industry On E-Marketing. Journal of Intelligent Marketing Management, 2(1), 82-100. [In Persian].
https://www.jnabm.ir/article_247298_f0a3bae975d43bfcad56721597e52ef3.pdf .
Shahabiniazhad, H. (2017). Analyzing the contexts of promoting e-marketing in attracting tourists based on tourists’ attitudes in the tourism industry of Kerman province (Master’s thesis). Faculty of Management and Accounting, University of Sistan and Baluchestan. [In Persian]
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services. Administrative Sciences, 14(11), 273.
Shirshamsi, A., Mirabi, V., Hasanpour, E., & Ranjbar, M. (2021). The Effect of E-Marketing on the Development of the Tourism Industry Case Study: Yazd City. urban tourism, 7(4), 35-47. [In Persian].
Shrestha, G. (2019). Factors affecting digital marketing in tourism: An empirical analysis of the Nepal tourism sector. International Journal of Trend in Scientific Research and Development, 3(6), 169-178.
Sun, S., Lee, P. C., Law, R., & Zhong, L. (2020). The impact of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees. Journal of Hospitality and Tourism Management, 44, 61-69
Sunny, S., Patrick, L., & Rob, L. (2019). Impact of cultural values on technology acceptance and technology readiness. International Journal of Hospitality Management, 77, 89-96.
Szopiński, T., & Staniewski, M. W. (2016). Socio-economic factors determining the way e-tourism is used in European Union member states. Internet Research, 26(1), 2-21.
Van Der Schaft, A. H., Lub, X. D., Van Der Heijden, B., & Solinger, O. N. (2024). How employees experience digital transformation: A dynamic and multi-layered sensemaking perspective. Journal of Hospitality & Tourism Research, 48(5), 803-820.
Varmaghani, M. (2016). Factors influencing the acceptance and application of e-marketing in the tourism industry (Case study: Employees of travel agencies and tourism centers in Kurdistan province) (Master’s thesis). Faculty of Humanities and Social Sciences, University of Kurdistan. [In Persian]
Veisi, Zh. (2019). Investigating the role of information technology functions in the development of the tourism industry with an emphasis on e-marketing (Case study: Kermanshah city) (Master’s thesis). Faculty of Engineering, Safir Danesh Institute of Higher Education. [In Persian]
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.
Vineburgh, J. H. (2010). A study of organizational trust and related variables among faculty members at HBCUs. Unpublished doctoral dissertation, University of Iowa, Iowa City, IA.
Retrieved from http://ir. uiowa. edu/etd/614.
Wicaksono, A., & Maharani, A. (2020). The effect of perceived usefulness and perceived ease of use on the technology acceptance model to use online travel agency. Journal of Business and Management Review, 1(5), 313-328.