ارائه مدل پذیرش خدمات اقامتی همتا به همتا مبتنی بر بلاک چین در صنعت گردشگری

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

2 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی،دانشگاه محقق اردبیلی، اردبیل، ایران.

چکیده

تحقیق حاضر به ارائه مدل پذیرش خدمات اقامتی همتا به همتا مبتنی بر بلاکچین در صنعت گردشگری می‌پردازد. روش تحقیق از نوع کاربردی بوده و با رویکرد ترکیبی (آمیخته‌ای از روش کیفی و کمی)، با استفاده از تحلیل مضمون، نرم‌افزار مکس‌کیودا، معادلات ساختاری و نرم‌افزارهای اسمارت پی‌ال‌اس و میک‌مک انجام شد. ابزار گردآوری داده‌ها مصاحبه و پرسش‌نامه بوده و روش نمونه‌گیری در بخش کیفی قضاوتی هدفمند و در بخش کمی تصادفی ساده است. جامعه آماری در بخش کیفی شامل ۱۵ نفر از خبرگان در صنعت گردشگری و اساتید دانشگاهی بوده که با روش نمونه‌گیری قضاوتی هدفمند انتخاب گردیدند. ابزار گردآوری اطلاعات در این بخش، مصاحبه عمیق نیمه‌ساختار می‌باشد. در بخش کمی نیز جامعه آماری شامل مدیران و کارکنان فعال در حوزه گردشگری شناسایی شدند که با استفاده از فرمول کوکران و روش نمونه‌گیری در دسترس ۳۸۴ نفر برآورد گردید که ۴۰۰ پرسشنامه توزیع گردید. با تحلیل داده‌ها تعداد ۱۶ مورد مقوله اصلی و ۱۸۰ مفهوم استخراج گردید که نهایتا با تعیین شرایط علی (عوامل تکنولوژی، پلتفرم دیجیتال، عوامل قانونی، اقتصاد اقامتی و اقتصاد دایره‌ای)، شرایط زمینه‌ای (کیفیت ادارک شده از خدمات اقامتی همتا به همتا، مزایای اقتصادی ادارک شده از خدمات اقامتی همتا به همتا، اصالت ادراک شده مقصد، هویت ادراک شده مقصد)، شرایط مداخله‌گر (نوع بلاکچین، مالکیت سیستم)، مقوله محوری (پذیرش خدمات اقامتی همتا به همتا مبتنی بر بلاکچین)، راهبردها (مشوق‌های اجتماعی، افزایش تعاملات اجتماعی، خلق ارزش مشترک) و پیامدها (وفاداری و مزیت رقابتی) مدل پذیرش خدمات اقامتی همتا به همتا مبتنی بر بلاکچین در صنعت گردشگری ارائه گردید.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Providing a peer-to-peer accommodation service acceptance model based on blockchain in the tourism industry

نویسندگان [English]

  • iman ghasemi hamedani 1
  • Mohammad Bashokouh Ajirlo 1
  • Hosein Rahimi kolour 2
  • naser seifollahi anar 3
1 Department of Business Management, Faculty of Social Sciences, University Of Mohaghegh Ardabili, Ardabil, Iran.
2 Department of Business Management, Faculty of Social Sciences, University Of Mohaghegh Ardabili, Ardabil, Iran.
3 Department of Business Management, Faculty of Social Sciences, University Of Mohaghegh Ardabili, Ardabil, Iran.
چکیده [English]

The present research presents a blockchain-based peer-to-peer accommodation service acceptance model in the tourism industry. The research method is of an applied type and was carried out with a hybrid approach (a mixture of qualitative and quantitative methods), using thematic analysis, Max-Kuda software, structural equations, and SmartPLS and Mikmak software. The tools of data collection are interviews and questionnaires, and the sampling method in the qualitative part is purposeful judgment and in the quantitative part, it is simply random. The statistical population in the qualitative section included 15 experts in the tourism industry and university professors who were selected by the purposeful judgment sampling method. The tool for collecting information in this section is a semi-structured in-depth interview. In the quantitative part, the statistical population including managers and employees active in the field of tourism was identified, and using Cochran's formula and sampling method, it was estimated that 384 people were available, and 400 questionnaires were distributed. By analyzing the data, 16 main categories and 180 concepts were extracted, and finally by determining the causal conditions (technology factors, digital platform, legal factors, accommodation economy and circular economy), contextual conditions (perceived quality of peer-to-peer accommodation services, benefits Perceived economy of peer-to-peer accommodation services, perceived authenticity of the destination, perceived identity of the destination), intervening conditions (blockchain type, system ownership), central category (acceptance of blockchain-based peer-to-peer accommodation services), strategies (social incentives, (increasing social interactions, creating shared value) and consequences (loyalty and competitive advantage) of the blockchain-based peer-to-peer accommodation service acceptance model in the tourism industry was presented.

کلیدواژه‌ها [English]

  • service acceptance
  • peer-to-peer accommodation
  • blockchain
  • tourism industry
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