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Volume 39, Issue 1 (2024)
GeoRes 2024, 39(1): 25-36 |
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Received: 2023/12/24 | Accepted: 2024/01/22 | Published: 2024/02/10
Received: 2023/12/24 | Accepted: 2024/01/22 | Published: 2024/02/10
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Rastgari M, Bozorgmehr K, Ebrahimi Jamnani L, Haghzad A. Presenting the Model of Establishing Electronic Tourism in the Tourism Development of the Coastal Cities of Mazandaran Province Using the Grounded Theory. GeoRes 2024; 39 (1) :25-36
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1- Department of Geography and Urban Planning, Chalous Branch, Islamic Azad University, Chalous, Iran
Abstract (305 Views)
Aims: In the current era, nations are achieving success in the realm of e-tourism, whereby they leverage the potential of electronic tourism. This encompasses numerous regions within the country, particularly the coastal cities situated in the province of Mazandaran, which have consistently been renowned as tourist hotspots. The primary objective of this investigation was to explore the implementation of electronic tourism for the enhancement of tourism in the coastal cities of Mazandaran province.
Methodology: The conduction of this study took place within the confines of Mazandaran province during the years 2023-2024. Employing a qualitative approach in terms of methodology and a fundamental approach in terms of purpose, the study model was developed utilizing the grounded theory method. The collection of data was facilitated through semi-structured interviews conducted with experts, with a total of 21 participants (N=21). The selection of samples was performed using the snowball sampling technique. For the analysis of the gathered data, the approach proposed by Strauss and Corbin was adopted.
Findings: After conducting the three stages of open, central, and selective coding, a total of 26 sub-categories were identified within the overarching categories of causal, contextual, intervening conditions, strategies, and consequences. These sub-categories were organized into a final model consisting of six dimensions. The contextual condition category included factors such as organizational complexity, tourist conditions, and environmental conditions. The causal condition category encompassed the dynamics of the industry, tourists, and manpower, as well as the strengthening of organizations and infrastructures, and the dynamics of problem solving. The intervening condition category involved aspects such as management, structural barriers, and characteristics of the tourism industry. Additionally, the strategies category encompassed organizational flexibility, interaction with tourists, customer-oriented human resources, and service improvement. Lastly, the consequences category included the development of e-tourism, increased tourist satisfaction, economic development, and increased income.
Conclusions: The ultimate model derived from this investigation will pave the way for the enhancement of managerial approaches and the achievement of the ultimate objective of e-tourism establishment, and can serve as the framework for subsequent growth.
Methodology: The conduction of this study took place within the confines of Mazandaran province during the years 2023-2024. Employing a qualitative approach in terms of methodology and a fundamental approach in terms of purpose, the study model was developed utilizing the grounded theory method. The collection of data was facilitated through semi-structured interviews conducted with experts, with a total of 21 participants (N=21). The selection of samples was performed using the snowball sampling technique. For the analysis of the gathered data, the approach proposed by Strauss and Corbin was adopted.
Findings: After conducting the three stages of open, central, and selective coding, a total of 26 sub-categories were identified within the overarching categories of causal, contextual, intervening conditions, strategies, and consequences. These sub-categories were organized into a final model consisting of six dimensions. The contextual condition category included factors such as organizational complexity, tourist conditions, and environmental conditions. The causal condition category encompassed the dynamics of the industry, tourists, and manpower, as well as the strengthening of organizations and infrastructures, and the dynamics of problem solving. The intervening condition category involved aspects such as management, structural barriers, and characteristics of the tourism industry. Additionally, the strategies category encompassed organizational flexibility, interaction with tourists, customer-oriented human resources, and service improvement. Lastly, the consequences category included the development of e-tourism, increased tourist satisfaction, economic development, and increased income.
Conclusions: The ultimate model derived from this investigation will pave the way for the enhancement of managerial approaches and the achievement of the ultimate objective of e-tourism establishment, and can serve as the framework for subsequent growth.