نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
This study aims to investigate the integrated role of modern electronic technologies, comprising mobile commerce infrastructure, electronic advertising management, customer relationship management (CRM), software infrastructure, and content marketing, in the development of ecotourism in Kerman Province. In terms of purpose, this study is applied, and methodologically, it employs a descriptive-correlational design. The statistical population consisted of all managers of active ecotourism lodges in Kerman Province, from whom 172 individuals were selected using a simple random sampling method. Raw research data were gathered using a standardized questionnaire and subsequently analyzed via structural equation modeling (SEM) using AMOS software. The findings revealed that all five aforementioned antecedents exert a positive and significant effect on ecotourism development. Specifically, mobile commerce infrastructure (β=0.49) and software infrastructure (β=0.42) exhibited the strongest positive direct effects on the dependent variable, respectively. The results indicate that success in smart ecotourism development, rather than depending on fragmented and isolated digital tools, relies on establishing a coordinated, cohesive, and integrated digital ecosystem that is built on solid technical foundations and realized through smart communication strategies. Given the geographical scope of this research in Kerman Province, enhancing network bandwidth and localizing mobile reservation systems are recommended as primary steps for similar destinations; however, generalizing these findings requires further investigation in alternative geographical and cultural contexts. Ultimately, the empirical findings of this study provide valuable insights and practical strategies for policymakers and managers in this industry.
کلیدواژهها English