Investigating the Role of Social Capital, Social Interaction, and Knowledge Sharing in E-Tourism Marketing
Subject Areas :
haydar
mohammadi
1
(MSc of the Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran)
mosavi jad
seyed mohammad
2
(Assistant Professor of the Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran)
yosra
salehi
3
(MSc of the Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran)
seyede hayde
nemati
4
(MSc of the Department of Business Administration, Faculty of School of Economics and Management, University of Urmia, Urmia, Iran)
Keywords: Social Capital, Social Interaction, Knowledge Sharing, E-Tourism Marketing,
Abstract :
Today, the expansion of electronic tourism has decreased the intermediary role of travel agencies, and tourists themselves directly purchase travel packages. Therefore, travel agencies must develop new strategies to deal with this new situation and revive their business, including the use of social capital, social interaction, and knowledge sharing in electronic tourism marketing. This study is applied in terms of purpose and descriptive survey in terms of methodology. The statistical population of the study comprised managers of travel agencies in Tehran, out of whom 110 participants were selected via non-probable quota sampling. The required data were collected through a researcher-developed questionnaire, whose content validity was confirmed by six expert professors and experts in the field of tourism and management. Moreover, the convergent and divergent validity of the questionnaire was confirmed. On the other hand, the total and composite reliability of the questionnaire was found to be over 0.7 and 0.8, respectively, which proved to be acceptable. The collected data were then analyzed under descriptive and inferential categories using the SPSS and SmartPLS software. The findings of the study indicated that social capital, social interaction, and knowledge sharing had a direct influence on e-tourism marketing. Moreover, social capital and social interaction were found to have a significant positive influence on knowledge sharing.
ابراهیم‌پور، حبیب؛ بابایی، یاور و سخندان، الناز. (۱۳۹۶). «بررسی تأثیر سرمایه اجتماعی بر مشارکت در توسعه گردشگری پایدار با نقش میانجی اثرات گردشگری (مطالعه موردی: شهر سرعین)». برنامه‌ریزی و توسعه گردشگری، ۶(۲۲)، صص ۱۱۸-۱۴۳.
دلاور، علی؛ قادری، اسماعیل و مجدی، نیما. (۱۳۹۳). «جايگاه رسانه‌هاي اجتماعي در توسعه بازاريابي گردشگری الکترونیکی ایران». مطالعات مدیریت گردشگری، ۹(۲۸)، صص ۱-۱۶.
رضازاده، آرش و داوری، علی. (۱۳۹۷). مدل‌سازی معادلات ساختاری با نرم‌افزار PLS، تهران: انتشارات جهاد دانشگاهی.
شافعی، رضا؛ احمدی‌زاد، آرمان و مولایی، زینب. (۱۴۰۰). «نقش مشارکت مشتریان در ایجاد ارزش اقتصادی و اجتماعی در اکوسیستم کسب¬وکار گردشگری مورد مطالعه: مشتریان شرکتهای فعال حوزۀ گردشگری». گردشگری و توسعه، ۱۰(۴)، صص ۱۱۳-۱۲۶.
عزیزی، عذرا؛ ضرغام بروجنی، حمید؛ ضیایی، محمود و تقوی فرد، محمدتقی. (۱۴۰۱). «چارچوب خلق ارزش از طریق زنجیره تأمین یکپارچه الکترونیکی خدمات گردشگری». مطالعات اجتماعی گردشگری، ۱۹(۱۰)، صص ۹۱-۱۱۴.
فیض، داود؛ زارعی، عظیم و عبدالهی، رضا. (۱۳۹۷). «بررسی تأثیر منبع اطلاعات و تعاملات اجتماعی بر قصد خرید مصرف‌کنندگان در فضای مجازی (موردمطالعه: کانال‌های تبلیغاتی خدمات گردشگری در شبکه‌های اجتماعی تلگرام و اینستاگرام)». گردشگری و توسعه، ۷(۲)، صص ۱۱۳-۱۲۹.
کلابی، امیر محمد. (۱۴۰۰). «طراحی مدل کسب¬وکار در گردشگری الکترونیک». مطالعات مدیریت گردشگری، ۱۶(۵۳)، صص ۳۳۱-۳۵۷.
میرطاهری، علی؛ نعامی، عبدالله و روستا، علیرضا. (۱۴۰۰). «طراحی مدل کیفی ارتباطات یکپارچه بازاریابی در دفاتر خدمات مسافرتی و گردشگری». مطالعات اجتماعی گردشگری، ۱۰(۱۹)، صص ۲۹-۶۰.
هاتفی اردکانی، علیرضا و استعلاجی، علیرضا. (۱۳۹۸). «ارزیابی مولفه هاي ICT در بازاریابی گردشگري با استفاده ازتکنیک معادلات ساختاري». جغرافیا، ۱۷(۶۲)، صص ۸۰- ۹۰.
یاوری گهر، فاطمه؛ حنفی زاده، پیام و حاجی احمدی فرمهینی، ترانه. (۱۳۹۹). «مدل کسب¬وکار گردشگری الکترونیک». مطالعات اجتماعی گردشگری، ۸(۱۵)، صص ۲۲۱-۲۴۸.
Abdelaziz, M (2021). The Reality of E-Tourism in Algeria and its Role in Promoting Tourism Products, Journal of Economic Sciences Institute, 24(1), 311-1327.
Abdullahi, M., Kilili, R., & Günay, T. (2021). E-Tourism and Digital Marketing in Africa : Opportunities and Challenges, Linguistica Antverpiensia, 1, 244-261.
Alamoodi, A. H., Mohammed, R. T., Albahri, O. S., Qahtan, S., Zaidan, A. A., Alsattar, H. A., Jasim, A. N. (2022). Based on the neutrosophic fuzzy environment: a new development of FWZIC and FDOSM for benchmarking smart e-tourism applications. Complex & Intelligent Systems. Complex & Intelligent Systems, 1, 1-25.
Buhalis, D., Leung, D., & Law, R. (2011). E-tourism: critical information and communication technologies for tourism destinations. journal of destination marketing and management, 1, 205-224.
Castro, I., & Roln, J. L. (2013). A mediation model between dimensions of social capital. International Business Review, 22(6), 1034–1050.
Cropanzano, R., Anthony, E. L., Daniels, S. R., & Hall, A. V. (2017). Social exchange theory: A critical review with theoretical remedies. The Academy of Management Annals, 11(1), 479–516.
Dickinson, J. E., Filimonau, V., Hibbert, J. F., Cherrett, T., Davies, N., Norgate, S., … Winstanley, C. (2017). Tourism communities and social ties: the role of online and offline tourist social networks in building social capital and sustainable practice. Journal of Sustainable Tourism, 25(2), 163–180.
Eurostat. (2019(.Récupéré sur eurostat statistics explained:
https://ec.europa.eu/eurostat/statisticsexplained/index.php?title=Statistics_on_ICT_use_in_to rism&oldid =420578#Majority_of_tourist_accommodation_is_booked_online.
Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context. Innovation & Knowledge, 5(3), 191-199.
Gretzel, U. (2020) e-Tourism beyond COVID-19: a call for transformative research. Inf Technol Tour, 22:187–203.
Hakim, L. (2019). The Role of Social Capital in Community Based Tourism, Journal of Indonesian Tourism and Chief Editor. 7(2), 62-73.
He, C., Tian, Y., Jin, Y., Zhang, X., & Pan, L. (2017). A radial space division-based evolutionary algorithm for many-objective optimization. Applied Soft Computing, 61, 603-621.
Higuchi, Y. & Yamanaka, Y. (2017) Knowledge Sharing between Academic Researchers and Tourism Practitioners: A Japanese Study of the Practical Value of Embeddedness, Trust, and Co-Creation. Journal of Sustainable Tourism, 8, 1-18.
Hung, S. W., Lin, J. Z., & Chen, P. C. (2013). How social capital influences health community members’ adoption of organic foods. British Food Journal, 115(11),1564–1582.
Islam, T., Islam, R., Pitafi, H., Xiaobei, P. L., Rehmani, M., Irfan, M., & Mubarak, P. S. (2020). The Impact of Corporate Social Responsibility on Customer Loyalty: The Mediating Role of Corporate Reputation, Customer Satisfaction, and Trust. Sustainable Production and Consumption. 25, 123-135.
Kazandzhieva, V., & Santana, H. (2019). E-tourism: Definition, development, and conceptual framework. Tourism, 67(4), 332–350.
Kim, N., & Shim, C. (2018). Social capital, knowledge sharing, and innovation of small- and medium-sized enterprises in a tourism cluster. International Journal of Contemporary Hospitality Management, 30(6), 2417–2437.
Kumar, T. B. J., Goh, S. K., & Balaji, M. S. (2021). Sharing travel-related experiences on social media – integrating social capital and face orientation. Journal of Vacation Marketing, 27(2), 168–186.
Lama, S., Pradhan, S., & Shrestha, A. (2020). Exploration and implication of factors affecting e-tourism adoption in developing countries: a case of Nepal. Information Technology and Tourism, 22(1), 5–32.
Liu, L., Cheung, C. M., & Lee, M. K. (2016). An empirical investigation of information sharing behavior on social commerce sites. International Journal of Information Management, 36(5), 686–699.
Nezakati, H.; Amidi, A.; Jusoh, Y.; Moghadas, Sh.; Aziz, Y.A; & Sohrabinezhadtalemi, R. (2015). Review of Social Media Potential on Knowledge Sharing and Collaboration in Tourism Industry. Procedia - Social and Behavioral Sciences, 172, 120–125.
Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22(3), 455–476.
Rao, Y., Yang, M. and Yang, Y. (2018) Knowledge Sharing, Organizational Learning and Service Innovation in Tourism. Journal of Service Science and Management, 11, 510-526
Rasoolimanesh, S., Law, R., Buhalis, D., & Cobanoglu, C. (2019). Progress on information technology in hospitality and tourism. Journal of hospitality and tourism technology, 10(4), 481-488.
Razak, N. A., Pangil, F., Zin, M. L. M., Yunus, N. A. M., & Asnawi, N. H. (2016).Theories of knowledge sharing behavior in business strategy. ProcediaEconomics and Finance, 37, 545–553.
Rodrigue, S., & Vanneste, D. (2019). Social capital at the tourist destination level: Determining the dimensions to assess and improve collective action in tourism. Tourist Studies, 19(1), 23–42.
Tang, T. W., Zhang, P., Lu, Y., Wang, T. C., & Tsai, C. L. (2020). The effect of tourism core competence on entrepreneurial orientation and service innovation performance in tourism small and medium enterprises. Asia Pacific Journal of Tourism Research, 25(2), 89–100.
Tfaily, R. (2018). E-Tourism and the Competitiveness of Tourism Products in the Context of the Global Tourism and Travel Industry Market. Review of International Comparative Management, 19(2), 187–195.
UNWTO (2019). International Tourism Highlights. 2019 Edition. Retrieved from https://www.e-unwto.org/doi/pdf/10.18111/9789284421152.
Wang, Y., & Herrando, C. (2019). Does privacy assurance on social commerce sites matter to millennials? International Journal of Information Management, 44,164–177.
Wang X, Huang Y, Li X, et al. (2016) A moderated mediation model of sharing travel experience on social media: motivations and face orientations in Chinese culture. Journal of China Tourism Research, 12(1): 42–64.
Yasmin, A., Tasneem, S. and Fatem, K. (2015), “Effectiveness of digital marketing in the challenging age: an empirical study”, International Journal of Management Science and Business Administration, 1(5), 69-80
Zhao, X., Tang, Q., Liu, S., & Liu, F. (2016). Social capital, motivations, and mobile coupon sharing. Industrial Management & Data Systems, 116(1), 188–206.