Document Type : Research Paper
Authors
1 Ph.D. Candidate, Business Administration, Islamic Azad University, Tabriz branch, Tabriz, Iran
2 Assistant Prof, Business Administration, Islamic Azad University, Hadishahr Branch, Hadishahr, Iran
3 Assistant Prof, Business Administration, Islamic Azad University, Tabriz Branch, Tabriz, Iran
Abstract
The aim of the current research was to present a positive mental image model with an emphasis on digital technology in the field of tourism in Ardabil province. This research was fundamental, exploratory and qualitative. The statistical community included all the experts, university professors of management and tourism, and experts in the field of tourism in Ardabil province, according to the available and targeted sample, 35 people were selected as a sample. Data analysis was done with the three-round Delphi method (idea generation, reduction of items, and final verification of the model) and were analyzed and ranked using the Kendall Schmidt correlation coefficient. The results of the research showed that the final model of positive mental image with emphasis on digital technology in the field of tourism in Ardabil province includes 23 indicators and 3 dimensions of semantic image (8 indicators), physical image (7 indicators) and social image (8 indicators).
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