Document Type : Research Paper
Authors
1 PhD student in Tourism, University of Science and Culture, Tehran, Iran
2 Professor, University of Science and Culture, Tehran, Iran
3 Associate Professor, University of Science and Culture, Tehran, Iran
Abstract
Technology is one of the most influential forces that shape people's lives. The tourism industry has always been at the forefront of using technology. The present study is a mixed study (qualitative-quantitative). Semi-structured interviews were conducted to saturation (21 people). Thematic analysis was conducted using the Brown and Clark method and MAXQDA software to code the interviews. Also, Cohen's kappa index was used to validate the coding process in the qualitative part. In the quantitative part, data analysis was conducted using SPSS (exploratory factor analysis) and LISREL (confirmatory factor analysis) software. The convergent and divergent validity and reliability (Cronbach's alpha and composite reliability) of the model were confirmed.
This study emphasizes the importance of using artificial intelligence in different stages of tourism marketing and shows that the use of this technology can lead to improved service quality, reduced costs, and increased productivity.
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