Identification and Explanation of Factors Influencing the Development of Virtual Tourism with a Mixed-Method Approach (Case Study: Guilān Province)

Document Type : Research article - extracted from the dissertation

Authors

1 Ph.D Student in Technology Management, Department of Industrial Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Assistant Professor, Department of Industrial Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

Abstract

The development of virtual tourism indicates the digitization of all processes and value sets in the tourism industry. The present study aimed to identify and explain the influential factors in the development of virtual tourism using a mixed-method approach. It was a qualitative strategy based on the utilization of data-driven theory and the paradigmatic model. In the testing phase, a descriptive-survey method was employed, wherein the derived qualitative model was tested using quantitative methods. In other words, the subject was elucidated through field studies and interviews. The data collection tools consisted of interviews and questionnaires, which were validated by university and non-university experts with prior consulting experience in tourism organizations within Guilan province. The reliability for each variable was higher than 0.7 The research population for the qualitative phase of the study consists of several experts in the tourism industry in Iran. The sample size was 12 individuals, and the sampling was conducted using two non-probability methods, namely purposive (judgmental) and snowball sampling. The research population for the quantitative phase included the experts in the tourism industry in Guilan province who have experience in tourism, technology, and related fields. These experts are considered part of the unlimited population. According to Cochran's formula, the required sample size for an unlimited population is 384. In the qualitative phase, the identification of factors influencing the development of virtual tourism was conducted. In this regard, by employing data-driven theory, 13 categories and 36 concepts were derived. The hypotheses of the study were analyzed in the quantitative stage using structural equation modeling analysis and the Lisrel software version 8.80. The results of the quantitative stage of the data have confirmed that the balanced evaluation of virtual tourism had an effect on value creation and balanced development in Gilan province. The management of virtual tourism structure on the development of virtual tourism performance, the design of customer-oriented strategy of virtual tourism on value creation, the design of customer-oriented strategy of virtual tourism on the development of virtual tourism performance, and the design of customer-oriented strategy of virtual tourism have been effective on the balanced development of virtual tourism in Guilan province.
 
Extended Abstract
Introduction
Virtual tourism is a tangible reality in the development of the emerging tourism industry. Its dynamism and rapid development lead to a significant transformation in the traditional model of the classical tourism system (Garín-Muñoz et al., 2019). The virtual nature of tourism is indicative of the primary reason of its dynamism, rapid development, and a new set of economic outcomes. The entire process is shaped and developed through technological infrastructure (Jonathan and Tarighan, 2016). Guilān province, with its combination of natural and historical beauties, is one of the popular destinations for tourists throughout the year. On the one hand, domestic tourists are unable to experience traditional tourism due to unprecedented inflation and the inability to afford travel expenses. On the other hand, promoting comprehensive and widespread tourism capacities on the virtual tourism platform is essential for attracting foreign tourists and fostering the development of virtual tourism. If virtual tourism develops and expands, it will lead to increased investment in Guilān's tourism industry, as well as sustainable employment and income for the province. Otherwise, the tourism industry in Guilan province, and certainly in the country as a whole, will be affected. Therefore, the main research questions were presented as follows: What are the influential factors in the development of virtual tourism with a mixed-method approach, and how do these factors impact the structural equation modeling?
Methodology
The research method was a mixed-method approach, including both qualitative and quantitative methods. The research method in the qualitative phase is based on the utilization of the data-driven theory development strategy and a systematic approach. In the quantitative phase, structural equation modeling was used. The research method was applied in terms of its objective and followed a descriptive-survey approach in terms of data collection, specifically a cross-sectional design. The data collection tools included interviews and questionnaires, which have been validated by academic and non-academic experts in Guilān province. The reliability of these tools for each variable is higher than 0.7. The statistical population (expert population) of this research in the qualitative phase included a number of experts in the tourism industry in Iran. The sample size in this research was 12 individuals, which was obtained using two non-probabilities purposive (judgmental) and snowball sampling methods. The statistical population of the current research in the quantitative phase consisted of experts in the tourism industry in Guilān province, who had experience in tourism and technology-related matters, and are considered part of the infinite population. According to Cochran's formula, the sample size in an infinite population is equal to 384.
Results and discussion
in the qualitative phase, the effective factors in the development of virtual tourism were identified. In the qualitative phase, the identification of factors influencing the development of virtual tourism has been carried out. In this regard, utilizing data-driven theory elaboration, 13 variables and 36 concepts have been identified, including the necessity of virtual tourism development, information technology infrastructure, inefficiency of tourism management, virtual tourism management (as a central category), support from senior management, information technology system disruptions, upstream interventions, virtual tourism culture, virtual tourism advertising, virtual tourism architecture, value creation, development of virtual tourism performance, and balanced development of virtual tourism, as factors influencing the development of virtual tourism. In the quantitative phase, using structural equation modeling and path analysis technique, the effects of variables were explained, and the results are as follows: Balanced evaluation had a positive effect on value creation. Balanced development and structural management had a positive effect on performance development. Customer-centric strategy design had a positive effect on value creation, performance development, and balanced development. Also, the balanced evaluation had no significant effect on performance development. Structural management had no significant effect on value creation and balanced development. Technology-oriented resource management had no significant effect on value creation, performance development, and balanced development. Strategy design had no significant effect on value creation, performance development, and balanced development.
Conclusion
Examining the results of the structural equation modeling and the effects of exogenous variables in the central variable, it was found that Information Technology infrastructure had the highest impact on virtual tourism management. Regarding the effects of strategies on outcomes, the balanced evaluation of virtual tourism had the greatest impact on value creation in Guilan province. The lowest confirmed effect was found for the customer-centric strategy design in the development of virtual tourism performance. In terms of the platform conditions and intervention conditions on strategies in Guilan province, the most influential factor was identified as virtual tourism advertising.
Funding
There is no funding support.
Authors’ Contribution
Authors are equally involved in conceptualizing and writing the article. All authors approve the content of the article submitted for judging and agree on all aspects of the work.
Conflict of Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the persons for scientific consulting in this paper.

Highlights

- Balanced evaluation and structure management have had a positive effect on value creation, performance development and balanced development.
- Designing a customer-oriented strategy has had a positive effect on performance and balanced development.

Keywords

Main Subjects

References

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