اثرگذاری هوشمندی بر رقابت‏ پذیری مقصد گردشگری شهر یزد

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مدیریت گردشگری دانشگاه یزد، یزد، ایران

چکیده

گردشگری در سه دهه اخیر و در فضای پس از انقلاب فناوری‏های اطلاعاتی و ارتباطی، آزادسازی تجارت و جهانی‎شدن، تغییرات بنیادین و وسیعی را تجربه کرده است. این وضعیت، به‏ویژه در دهه اخیر، توجه مدیران و سیاستگذاران مقصدها را به فرصت‏هایی که از این تغییرات وسیع در سطح مقصدهای گردشگری ایجاد می گردد، جلب نموده است، تا بتوانند با اتخاذ رویکرد نوآورانه و هوشمندانه، مزیت رقابتی در گردشگری ایجاد و رقابت‏پذیری مقصدها را افزایش دهند. هدف از انجام این پژوهش، بررسی اثرگذاری هوشمندی بر رقابت‏پذیری مقصد گردشگری شهر یزد بوده است. برای دستیابی به هدف تحقیق دو مرحله پژوهشی تدوین گردید. در مرحله اول با روش تحلیل داده‏های آرشیوی به‏گردآوری و تلفیق پژوهش‎های پیشین و تعیین مولفه‏ها و شاخص‏های سنجش هوشمندی و رقابت‏پذیری مقصدهای گردشگری پرداخته شده و یافته‏ها با استفاده از نظر خبرگان گردشگری اعتبارسنجی گردید. در مرحله دوم، با استفاده از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی، نرم‎افزار Smart PLS و ابزار پرسشنامه، اثرگذاری هوشمندی بر رقابت‏پذیری مقصد گردشگری شهر یزد بر اساس نظر خبرگان سنجیده شد. نتایج تحقیق نشان داد که مدل مفهومی تحقیق از برازش قابل قبولی برخوردار است و هوشمندی بر رقابت‏پذیری مقصد گردشگری شهر یزد تاثیرگذار است. تایید اثرگذاری هوشمندی بر رقابت‏پذیری و نیز تعیین مولفه‏های این اثرگذاری در چارچوبی فراگیر و سیستماتیک، نقطه تمایز تحقیق حاضر در مقایسه با تحقیقات پیشین است که هریک وجوهی از هوشمندی و رقابت‏پذیری را بررسی کرده‏اند.

کلیدواژه‌ها


عنوان مقاله [English]

The smartness’ effect on competitiveness of Yazd Tourism Destination

نویسنده [English]

  • Ali Delshad
Assistant Professor at yazd university, Yazd, Iran
چکیده [English]

Introduction and purpose of Study:
Tourism has undergone fundamental and extensive changes in the last three decades and in the post-revolutionary environment of information and communication technologies, trade liberalization and globalization. This situation, especially in the last decade, has attracted the attention of destination managers and policymakers to the opportunities created by these vast changes in the tourist destinations, so that they can take an innovative and smart approach to create and gain a competitive advantage in tourism and increase the competitiveness of destinations. A review of research background shows that no similar research has been done on the effect of the smartness on the competitiveness of Yazd. Therefore, the city of Yazd has been selected as the subject of this study to investigate how the impact of the smartness on the competitiveness of this urban tourism destination, considering the current situation of this destination in the field of smartness and competitiveness. The purpose of this study was to investigate the effect of smartness on the competitiveness of the tourist destination of Yazd.
Methods:
This research in terms of its’ goal is developmental; in terms of the nature and method of research is descriptive-analytical; in terms of time horizon, it is cross-sectional; and in terms of data collection and analysis can be divided into two stages. In the first stage, using the methods of collecting and analyzing archival data, components and indicators of smartness and competitiveness of urban tourism destinations and the basic conceptual model of the research that shows the relationships between variables and their components are designated. In the second stage, after validating the components and indicators or items for measuring smartness and competitiveness, an online questionnaire has been designed to collect data. Structural equation modeling (SEM) technique, which is one of the multivariate modeling methods, has been used to analyze the data.
Findings:
In the first phase, with the method of analyzing archival data, the previous researches were collected and combined, the components and indicators of smartness and competitiveness of tourist destinations measurement were determined, and the findings were validated using the opinion of tourism experts. Based on the results of validating the findings and determining the validity of the content, out of 106 initial indicators, 99 assessment indicators including 57 smartness indicators and 42 competitiveness indicators of urban tourism destinations were approved and selected. In addition, based on the opinion and suggestion of tourism experts, the necessary corrections were made in the field of rewriting or simplifying some of the approved indicators.
In the second phase, using the structural equation modeling method with partial least squares approach, Smart PLS software and a questionnaire tool, the effect of smartness on the competitiveness of Yazd tourist destination was measured based on the opinion of experts. The PLS method for evaluating the measurement models of structural equation models covers three parts: 1. Section related to measurement models, 2. Structural part, and 3. General part of the model. Considering the results of reliability, convergent validity and divergent validity, the measurement model has a good fit. The results of second section of the implementation of PLS method show that the amount of variability of the endogenous structural indexes of the structural model (competitiveness) of the exogenous structure of the model (smartness) is appropriate. GOF fit goodness criterion has been used to evaluate the overall model fit. According to the results, the value of the goodness-of-fit index is 0.740 (more than 0.36), so the overall model has a strong fit.
Results and conclusion:
No similar research has been done on the effect of the smartness on the competitiveness of Yazd. However, in some researches related to the development of tourism in this destination, the status of some indicators of smartness and competitiveness has been mentioned. However, more direct and indirect research has been done on the competitiveness of Yazd tourist destinations. In general, a review of the results of previous research shows that the smartness and the competitiveness of this destination is not appropriate. Therefore, it can be claimed that the unsatisfactory state of the smartness of the tourist destination of Yazd in the main components and indicators has a negative impact on its competitiveness and has reduced its competitiveness compared to the competitors. The results showed that the conceptual model of the research has an acceptable fit and the smartness affects the competitiveness of Yazd tourist destination. The confirmation of the effect of smartness on competitiveness and determining the components of this effect in a comprehensive and systematic framework is the distinguishing point of the present study compared to previous studies that have examined each aspect of smartness and competitiveness.

کلیدواژه‌ها [English]

  • Tourism
  • Smartness
  • Competitiveness
  • Yazd Tourist Destinations
-Abreu Novais, M., Ruhanen. L., & Arcodia, C. (2018). Destination competitiveness: A phenomenographic study. Tourism Management, 64, 324-334.
- Angeloni, S. (2016). A tourist kit made in Italy: An intelligent system for implementing new generation destination cards. Tourism Management, 52, 187-209.
- Asaadi, Mir Mohammad, & Saeeda Ardakani, Saeed. (2015). Presenting a dynamic model for the development of historical tourism (Case Study: Yazd Province). Bi-Quarterly Journal of Business Management Explorations, 7(14), 147-167. (in Farsi).
- Azadeh, Seyed Reza, & Varesi, Hamid Reza. (2019). An analysis of executive priorities in improving the quality of urban tourism spaces, Case Study: Yazd City. Urban Tourism Quarterly, 6(3), 41-57. (in Farsi).
- Borsekova, Kamila, Vanova, Anna, & Vitalisova, Katarina. (2017). Smart specialization for smart spatial development: innovative strategies for building competitive advantages in tourism in Slovakia. Socio-economic Planning Sciences, 58, 39-50.
- Buhalis, D., & Amaranggana, A. (2014). Smart Tourism Destinations. In Z. Xiang & L.Tussyadiah (Eds.). Information and Communication Technologies in Tourism, 553-564. Dublin: Springer.
- Buonincontri, Piera, & Micera, Roberto. (2016). the experience co-creation in smart tourism destinations: a multiple case analysis of European destinations. Information Technology of Tourism, 16, 285–315.
- Cohen, B. (2012). Smart cities hub. Retrieved 22 July 2013, from http://smartcitieshub.com/2012/11/11/ smart-cities-ranking-methodology/
- Davari, Ali, & Rezazadeh, Arash. (2016). Structural Equation Modeling with PLS Software. Tehran: Jahad Daneshgahi Publishing Organization. (in Farsi).
- Del Chiappa, G., & Baggio, R. (2015). Knowledge transfer in smart tourism destinations: Analyzing the effects of a network structure. Journal of Destination Marketing and Management, 4(3), 145-150.
- Del Vecchio, P., & Passiante, G. (2017). Is tourism a driver for smart specialization? Evidence from Apulia, an Italian region with a tourism vocation. Journal of Destination Marketing and Management, 6(3), 163–165.
- Del Vecchio, P., Mele, G., Ndou, V., & Secundo, G. (2018). Creating value from Social Big Data: Implications for Smart. Information Processing and Management, 54(5), 847–860.
- Díaz-Díaz, Raimundo, Muñoz, Luis, & Pérez-González, Daniel. (2017). Business model analysis of public services operating in the smart city ecosystem: The case of SmartSantander. Future Generation Computer Systems, 76, 198–214.
- Dwyer, L., & Kim, C. (2003). Destination competitiveness: Determinants and indicators. Current Issues in Tourism, 6(5), 369-414.
- Fallah Tafti, Hamed & Heidari Kushkeno, Majid. (2019). Evaluating the quality of tourist office services based on clients' perceptions, case study: Yazd city. Tourism and Development Quarterly, 8(1), 210-230. (in Farsi).
- Farzin, Mohammad Reza, & Nadalipour, Zahra. (2010). Factors Affecting the Competitive Advantage of Tourist Destinations in Iran (Case Study: Chabahar Region). Journal of Tourism Management Studies, 5 (14), 40-67. (in Farsi).
- Farzin, Mohammad Reza, Shekari, Fatemeh, & Azizi, Fatemeh. (2019). Competitiveness of tourism destination: importance-performance analysis (Case Study: Yazd and Shiraz). Tourism Management Studies, 13(44), 219-247. (in Farsi).
- Germann Molz, J. (2012). Travel connections: Tourism, technology and togheterness in a mobile world. London: Routledge.
- Ghorbani, Amir, Danaei, Abolfazl, Zargar, Seyed Mohammad, & Hemtian, Hadi. (2019). Identifying the intelligence factors of the organization in organizations providing tourism services in South Khorasan province, 9(30), 137-156. (in Farsi).
- Goffi, G., Cucculelli, M., & Masiero, L. (2019). Fostering tourism destination competitiveness in developing countries: The role of sustainability. Journal of Cleaner Production, 209, 101-115.
- Goffi, Gianluca. (2013). A model of tourism destination competitiveness: The case of the Italian destinations of excellence. Anuario Turismo y Sociedad, 10, 121-147. Retrieved from https://www.researchgate.net/publication/267331295.
- Hooman, Haidar Ali. (2016). Modeling structural equations using LISREL software. Tehran: Samt Publications. (in Farsi).
- Hosseini, Mirza Hassan, & Sazvar, Azam. (2010). Improving the quality of tourism services in Yazd from the perspective of foreign tourists. Quarterly Journal of Tourism Studies. 7(16), 117-141. (in Farsi).
- Kalantari, Khalil. (1392). Structural equation modeling in socio-economic research (with LISREL-SIMPLIS program). Tehran: Farhang Safa. (in Farsi).
- Küçükaltan, E. G., & Pirnar, I. (2016). Competitiveness factors of a tourism destination and impact on residents’ quality of life: The case of Cittaslow-Seferihisar. Munich Personal RePEc Archive (MPRA), 77464, 1-8. Retrieved from https://mpra.ub.uni-muenchen.de/77464/.
- Lopes, A. P. F., Muñoz, M. M., & Alarcón-Urbistondo, P. (2018). Regional tourism competitiveness using the PROMETHEE approach. Annals of Tourism Research, 73, 1–13.
- Lumsden, Les. (1997). Tourism marketing. Translated by Mohammad Ebrahim Goharian, Tehran: Cultural Research Office Publishing, Third Edition. (in Farsi).
- Makian, Seyyed Nizamuddin, & Naderibani, Mahmoud. (2003). A study of foreign tourism in Yazd City. Bi-Quarterly Journal of Economic Research, 62, 195-205. (in Farsi).
- Makian, Seyyed Nizamuddin, & Naderibani, Mahmoud. (2004). Investigating the situation of domestic tourism in Yazd city, Quarterly Journal of Tourism Studies, 4, 1-16. (in Farsi).
- Maleki, Saeed, & Movadat, Elias. (2014). An analysis on the distribution and prioritization of tourism infrastructure in Yazd Province using planning techniques. Quarterly Journal of Applied Research in Geographical Sciences, 15(24), 47-68. (in Farsi).
- Marchiori, Elena, & Cantori, Lorenzo. (2015). The role of prior experience in the perception of a tourism destination in user-generated content. Journal of Destination Marketing & Management, 4 194-201.
- Marine-Roig, Estela, & Anton Clavé, Salvador. (2015). Tourism analytics with massive user-generated content: A case study of Barcelona. Journal of Destination Marketing & Management, 4, 162–172.
- McNab, David E. (2018). Quantitative and qualitative research methods (government management and non-profit organizations). Translated by Vaezi and Azmandian, Tehran: Saffar Publications.
- Michael, Noela, Reisinger, Yvette, & Hayes, John P. (2019). The UAE's tourism competitiveness: A business perspective. Tourism Management Perspectives, 30, 53–64.
- Mirfakhreddini, Faezeh Sadat. (2019). Organizational performance management model in hospitality industry (Case Study: 4 and 5 star hotels in Tehran & Yazd). PhD Thesis in Tourism Management, Allameh Tabatabai University, Tehran. (in Farsi).
- Mirtaghian Rudsari, Seyed Mohammad. (1398). Pathology of the application of structural equations in Iranian tourism research. Journal of Tourism and Development, 8(3), 124-146. (in Farsi).
- Mohsenin, Shahriar, & Esfidani, Mohammad Rahim. (2014). Structural equations based on the partial least squares approach - using Smart-PLS software. Tehran: Mehraban Nashr. First Edition. (in Farsi).
- Morvati Sharifabadi, Ali, Abu Hashemabadi, Farzaneh, & Asadian Ardakani, Faezeh. (2016). Identifying and ranking the factors affecting the development of Yazd tourism industry with fuzzy VIKOR approach. Tourism and Development Quarterly, 5(7), 129-147. (in Farsi).
- Mottaqi, Samira, Sadeghi, Mohammad, & Delalat, Morad. (2017). The role of security in the development of international tourism (Case study: foreign tourists in Yazd). Urban Tourism Quarterly, 3(1), 77-91. (in Farsi).
- Mullah Hosseini Ardakani, Reza, Sayyah Alborzi, Hedayat, & Sayyah, Mohsen. (2019). Identify and analyze the factors affecting the challenges and opportunities of social security of foreign tourism in Yazd using SWOT. Social Order Research Quarterly,10(4), 147-170. (in Farsi).
- Murgante, Beniamino, & Borruso, Giuseppe. (2013). Cities and smartness: A critical analysis of opportunities and risks. Berlin Heidelberg: Springer-Verlag, 630–642 (https://www.researchgate.net/publication/237073200_Cities_and_Smartness_A_Critical_Analysis_of_Opportunities_and_Risks).
- Park, Sangwon, Kim, Dae-Young. (2017). Assessing language discrepancies between travelers and online travel recommendation systems: Application of the Jaccard distance score to web data mining. Technological Forecasting & Social Change, 123, 381–388.
- Planning and Budget Office of the Ministry of Cultural Heritage, Tourism and Handicrafts. (1396). Statistics of tourists entering the accommodation places of the provinces. (in Farsi).
- Ramaprasad, Arkalgud, Sánchez-Ortiz, Aurora, & Syn, Thant. (2017). A unified definition of a smart city. IFIP International Federation for Information, Springer, 13–24.
- Razeghi, Ali Reza, & Horandi, Bahareh. (2018). Analysis of architectural heritage revival experiences based on measuring the audience's satisfaction, case study: revival experiences with residential-tourism use in the historical context of Yazd. Bimonthly Quarterly Journal of Architecture and Urban Planning, University of Arts, 20, 69-83. (in Farsi).
- Ritchie, B. J. R., & Crouch, G. I. (2003). The competitive destination; A sustainable tourism perspective. UK: CABI Publishing.
- Romãoa, J., Kourtit, K., Neuts, B., & Nijkamp, P. (2018). The smart city as a common place for tourists and residents: A structural analysis of the determinants of urban attractiveness. Cities, 78, 67–75.
- Schumacher, Randall E., & Lumax, Richard J. (2009). Introduction to structural equation modeling. Translator: Vahid Ghasemi, Tehran: Sociologists Publications. First Edition. (in Farsi).
- Shafiee, Sanaz, Rajabzadeh Ghatarib, Ali, Hasanzadeh, Alireza, & Jahanyan, Saeed. (2019). Developing a model for sustainable smart tourism destinations: A systematic review. Tourism Management Perspectives, 31, 287–300.
- Shafiee, Sanaz, Rajabzadeh Qatarami, Ali, Hassanzadeh, Ali Reza, & Jahanian, Saeed. (2017). Investigating the impact of information technology on the sustainable development of tourism destinations in order to develop smart tourism destinations (using a meta-synthesis approach). Marketing Research, 27, 95-116. (in Farsi).
- Sung, Tae Kyung. (2015). The creative economy in global competition. Technological Forecasting & Social Change, 96, 89–91.
- Van hove, Norbert. (2005). The economics of tourism destinations. UK: Elsevier Publishing.
- Wang, D., Li X. R., & Li, Y. (2013). China's smart tourism destination initiative: A taste of the service-dominant logic. Journal of Destination Marketing and Management, 2(2), 59-61.
- Xiang, Zheng, & Fesenmaier, Daniel R. (2017). Analytics in smart tourism design: consepts and methods, Switzerland: Springer International Publishing.
- Zare Ashkezari, Seyed Mohammad, Saghaei, Mohsen, Mousavi, Mir Najaf, & Mukhtari Malekabadi, Reza. (2015). Factors affecting the development of cultural tourism with the approach of attracting foreign tourists in central Iran, Case Study: Yazd City. Quarterly Journal of Geography and Urban-Regional Planning, 17, 189-208. (in Farsi).