تحلیل داده برای سیاست‌گذاری: کاربـست تحلیل شبکه‌های اجتماعی در تشکیل و تحلیل اکوسیستم وب‌سایت‌های ایرانی صنعت گردشگری

نوع مقاله : فراخوان ویژه نامه «توسعه صنایع فرهنگی و خلاق»

نویسندگان

1 گروه آموزشی مهندسی صنایع، دانشکده فنی و مهندسی دانشگاه دامغان استان سمنان

2 شهید بهشتی

3 گروه آموزشی مهندسی مکانیک، دانشکده فنی مهندسی، دانشگاه خواجه نصیرالدین طوسی

چکیده

صنعت گردشگری معاصر به دلیل عواملی مانند افزایش سفرهای جهانی، بهبود زیرساخت‌ها و پذیرش گسترده فناوری دیجیتال، در حال گذراندن یک مرحله تحول‌آفرین است. این رشد تصاعدی بخش گردشگری را به بستری مناسب برای تحولات نوظهور تبدیل کرده است. درک رفتار کاربر به یک عامل موفقیت حیاتی برای کسب‌وکارها در صنعت گردشگری برای جذب مخاطبان، افزایش رضایت و اطمینان از وفاداری تبدیل شده است. بااین‌حال، کمبود قابل‌توجهی در تحقیقات جامع در این زمینه وجود دارد که چالش‌هایی را برای تصمیم‌گیری مبتنی بر داده و انطباق با چشم‌انداز در حال تحول ایجاد می‌کند. این مقاله با استفاده از تحلیل شبکه‌های اجتماعی به بررسی و تحلیل شبکه ارتباطی وب‌سایت‌های گردشگری ایران و درک رفتار مصرفی کاربران ایرانی خدمات گردشگری می‌پردازد. این مطالعه هشت جامعه متمایز از وب‌سایت‌های گردشگری یعنی انجمن‌های خرید بلیت و تور، اقامت (هتل)، تاکسی اینترنتی، اقامت (سوییت و کلبه)، خوراکی و آشپزی، مکان‌یابی، بلیت اتوبوس و تورهای خارجی و مهاجرت را شناسایی می‌کند. این تحقیق از طریق تجزیه‌وتحلیل روابط بین این جوامع، بینش‌های ارزشمندی را در مورد ارتباطات متقابل و الگوهای ارتباطی در اکوسیستم گردشگری ارائه می‌دهد. این یافته‌ها با ارائه بینش‌های عملی و پیشنهادهای سیاستی برای ذی‌نفعان صنعت به هموارکردن راه برای آینده‌های پایدار و نوآور کمک می‌کند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Data analysis for policy-making: the use of social network analysis in the formation and analysis of the ecosystem of Iranian tourism industry websites

نویسندگان [English]

  • saeid aliakbar 1
  • Mehrdad Maghsoudi 2
  • Amirmahdi Mohammadi 3
1 Educational Department of Industrial Engineering, Technical and Engineering Faculty of Damghan University, Semnan Province
2 Shahid Beheshti
3 Department of Mechanical Engineering, Faculty of Engineering, K. N.Toosi University
چکیده [English]

The contemporary tourism industry is undergoing a transformative phase due to factors such as increased global travel, improved infrastructure, and widespread adoption of digital technology. This exponential growth has turned the tourism sector into a suitable platform for emerging developments. Understanding user behavior has become a crucial factor for businesses in the tourism industry to attract audiences, enhance satisfaction, and ensure loyalty. However, there is a significant lack of comprehensive research in this field, which poses challenges for data-driven decision-making and alignment with evolving perspectives. This paper utilizes social network analysis to examine and analyze the communication network of Iranian tourism websites and understand the consumer behavior of Iranian users towards tourism services. The study identifies eight distinct communities of tourism websites: ticket and tour purchasing forums, accommodations (hotels), online taxi services, accommodations (suites and cabins), food and cooking, location-based services, bus tickets and international tours, and migration. Through analyzing the relationships between these communities, valuable insights into mutual communication and communication patterns in the tourism ecosystem are presented. These findings contribute to facilitating sustainable and innovative future pathways by providing practical insights and policy recommendations for industry stakeholders.

کلیدواژه‌ها [English]

  • Tourism industry
  • tourism ecosystem
  • data-driven policy making
  • social network analysis
  • community analysis
Ghasemian Sahebi, A., Kordheydari, R., and Aghaei, M. (2021). “A New Approach in Marketing Research: Identifying the Customer Expected Value through Machine Learning and Big Data Analysis in the Tourism Industry”. Asia-Pacific Journal of Management and Technology (AJMT), 2(3), pp. 26-42.
Arroyo, C. G., Knollenberg, W., and Barbieri, C. (2021). “Inputs and outputs of craft beverage tourism: The Destination Resources Acceleration Framework”. Annals of Tourism Research, 86, 103102.
Beladi, H., Chao, C.-C., Ee, M. S., and Hollas, D. (2017). “Does Medical Tourism Promote Economic Growth? A Cross-Country Analysis”. Journal of Travel Research, 58(1), pp. 121-135.
Bodhanwala, S., and Bodhanwala, R. (2022). “Exploring relationship between sustainability and firm performance in travel and tourism industry: a global evidence”. Social Responsibility Journal, 18(7), pp. 1251-1269.
Büyüközkan, G., and Ergün, B. (2011). “Intelligent system applications in electronic tourism”. Expert Systems with Applications, 38(6), pp. 6586-6598.
Carvalho, P., and Alves, H. (2023). “Customer value co-creation in the hospitality and tourism industry: a systematic literature review”. International Journal of Contemporary Hospitality Management, 1(35), pp. 250-273.
Çetin, A., and Coşkuner, M. (2021). “A conceptual overview of E-sports tourism as a new trend in the tourism industry”. Journal of Management and Economic Studies, 3(1), pp. 28-34.
Chen, Y., Chen, R., Hou, J., Hou, M., and Xie, X. (2021). “Research on users’ participation mechanisms in virtual tourism communities by Bayesian network”. Knowledge-Based Systems, 226, 107161.
Christou, P., Hadjielias, E., Simillidou, A., and Kvasova, O. (2023). “The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering”. Journal of Business Research, 155, 113415.
Doosti Sabzi, B., Saidi, A., and Rahmani, B. (2022). “Measuring livelihood capital of rural settlements (1996-2020) Case: Takab region (West Azerbaijan)”. Science and Technology Policy Letters, 12(2), pp. 64-83.
El-Moussaoui, M., Agouti, T., Tikniouine, A., and Adnani, M. E. L. (2019). “A comprehensive literature review on community detection: Approaches and applications”. Procedia Computer Science, 151, pp. 295-302.
Gudkov, A., and Dedkova, E. (2020). “Development and financial support of tourism exports in the digital economy”. Journal of Digital Science, 2(1), pp. 54-66.
Gupta, G. (2019). “Inclusive use of digital marketing in tourism industry”. Information Systems Design and Intelligent Applications: Proceedings of Fifth International Conference INDIA 2018 Volume 1. available in: DOI:10.1007/978-981-13-3329-3_38.
Gupta, S., Modgil, S., Lee, C.-K., and Sivarajah, U. (2023). “The future is yesterday: Use of AI-driven facial recognition to enhance value in the travel and tourism industry”. Information Systems Frontiers, 25(3), pp. 1179-1195.
Gursoy, D., Malodia, S., and Dhir, A. (2022). “The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions”. Journal of Hospitality Marketing & Management, 31(5), pp. 527-534.
HabibAgahi, M. R., Kermani, M. A. M. A., and Maghsoudi, M. (2022). “On the Co-authorship network analysis in the Process Mining research Community: A social network analysis perspective”. Expert Systems with Applications, 206, 117853.
Holloway, J. C., and Humphreys, C. (2022). The business of tourism, Sage.
Jalilvand Khosravi, M., Maghsoudi, M., and Salavatian, S. (2022). “Identifying and Clustering Users of VOD Platforms Using SNA Technique: A case study of Cinemamarket”. New Marketing Research Journal, 11(4), pp. 1-20.
Jeaheng, Y., and Han, H. (2020). “Thai street food in the fast growing global food tourism industry: Preference and behaviors of food tourists”. Journal of Hospitality and Tourism Management, 45, pp. 641-655.
Kozak, M., and Buhalis, D. (2019). “Cross–border tourism destination marketing: Prerequisites and critical success factors”. Journal of Destination Marketing & Management, 14, 100392.
Kwok, A. O. (2023). “The next frontier of the Internet of Behaviors: data-driven nudging in smart tourism”. Journal of Tourism Futures. Available in: DOI 10.1108/JTF-11-2022-0288.
Maghsoudi, M., Jalilvand Khosravi, M., and Salavatian, S. (2023). “Analyzing the Ecosystem of Iranian websites for Watching and Downloading videos based on User Behavior”. Iranian Journal of Information Processing and Management, 38(3), pp. 1067-1094. {In Persian} doi: 10.22034/jipm.2023.698599
Maghsoudi, M., and Nezafati, N. (2023). “Navigating the Acceptance of Implementing Business Intelligence in Organizations: A System Dynamics Approach”. Telematics and Informatics Reports, available in: https://doi.org/https://doi.org/10.1016/j.teler.2023.100070
Maghsoudi, M., Shokouhyar, S., Khanizadeh, S., and Shokoohyar, S. (2023). “Towards a taxonomy of waste management research: An application of community detection in keyword network”. Journal of cleaner production, 136587. available in: https://doi.org/https://doi.org/10.1016/j.jclepro.2023.136587
Martín Martín, J. M., Prados-Castillo, J. F., de Castro-Pardo, M., and Jimenez Aguilera, J. D. D. (2021). “Exploring conflicts between stakeholders in tourism industry. Citizen attitude toward peer-to-peer accommodation platforms”. International Journal of Conflict Management, 32(4), pp. 697-721.
Newman, M. E. (2006). “Modularity and community structure in networks”. Proceedings of the national academy of sciences, 103(23), pp. 8577-8582.
Nhamo, G., Dube, K., and Chikodzi, D. (2020). “Counting the cost of COVID-19 on the global tourism industry Nature Switzerland”. Springer International Publishing. pp. 109-133.
Obogo, J. U., and Adedoyin, F. F. (2021). “Data-Driven Business Analytics for the Tourism Industry in the UK: A Machine Learning Experiment Post-COVID”. 2021 IEEE 23rd Conference on Business Informatics (CBI),  2, pp. 78-86.
Okumus, B. (2021). “Food tourism research: a perspective article”. Tourism Review, 76(1), pp. 38-42.
Ozdemir, O., Dogru, T., Kizildag, M., and Erkmen, E. (2023). “A critical reflection on digitalization for the hospitality and tourism industry: value implications for stakeholders”. International Journal of Contemporary Hospitality Management, 35(6). available in: DOI:10.1108/IJCHM-04-2022-0535
Pandey, A., Sahu, R., and Joshi, Y. (2022). “Kano model application in the tourism industry: A systematic literature review”. Journal of Quality Assurance in Hospitality & Tourism, 23(1), pp. 1-31.
Pasca, M. G., Renzi, M. F., Di Pietro, L., and Guglielmetti Mugion, R. (2021). “Gamification in tourism and hospitality research in the era of digital platforms: a systematic literature review”. Journal of Service Theory and Practice, 31(5), pp. 691-737.
Pourfakhimi, S., Duncan, T., and Coetzee, W. J. (2020). “Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art”. Tourism Review, 75(4), pp. 637-661.
Ridzuan, M. R., and Abd Rahman, N. A. S. (2021). “The deployment of fiscal policy in several ASEAN countries in dampening the impact of COVID-19”. Journal of Emerging Economies and Islamic Research, 9(1), pp. 16-28.
Rwigema, P. (2021). “Critical analysis of tourism industry and sustainable development during Covid-19 pandemic. A case of Rwanda”. The Strategic Journal of Business & Change Management, 8(4), p. 594.
Weaver, A. (2021). “Tourism, big data, and a crisis of analysis”. Annals of Tourism Research, 88, 103158. available in: https://doi.org/https://doi.org/10.1016/j.annals.2021.103158
Yanes, A., Zielinski, S., Diaz Cano, M., and Kim, S.-i. (2019). “Community-based tourism in developing countries: A framework for policy evaluation”. Sustainability, 11(9), p. 2506.
Yousefi, R. (2022). “An overview of the missions and important achievements of the US national laboratories”. Science and Technology Policy Letters, 12(3), pp. 69-85. {In Persian}
Zhang, J., Wu, T., and Fan, Z. (2019). “Research on precision marketing model of tourism industry based on user’s mobile behavior trajectory”. Mobile Information Systems, available in:. https://doi.org/10.1155/2019/6560848
Zohdi, M., Maghsoudi, M., and Nooralizadeh, H. (2022). “Providing a User-Based Behavior Model to Recommend a Movie Using the Social Network Analysis (Case Study: CinemaMarket)”. Sciences and Techniques of Information Management, 8(1), pp. 451-484. {In Persian}
دوره 13، شماره 4
ویژه‌نامه "توسعه صنایع فرهنگی و خلاق"
بهمن 1402
صفحه 40-58
  • تاریخ دریافت: 26 مرداد 1402
  • تاریخ بازنگری: 23 اسفند 1402
  • تاریخ پذیرش: 06 آبان 1402