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

Saffari Darberazi, Ali; Bazrafshan, Morteza; Dousthosseini, Ahmadreza

doi:10.22072/tmsse.2025.2069136.1040

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

Document Type : Original Article- original research

Authors

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.

10.22072/tmsse.2025.2069136.1040

Abstract

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.

Keywords

E-marketing

Organizational culture

Trust

Employee attitudes

Tourism performance

Subjects