A Model to Develop Ecotourism Industry in Iran with Emphasis on Information Technology

Today, the ecotourism industry has become one of the important sources of income for the villagers. IT, as an empowerment and integrator of the value network in the ecotourism industry, can play a significant role in the development of this industry by increasing local employment, increasing the income of local people and capabilities of rural areas. This study aims to provide a model to develop ecotourism industry in Iran with an emphasis on IT. This research is a qualitative research that has been carried out by content analysis and Delphi methods. In the content analysis method, the indicators of the initial model have been extracted. Then, this model has been completed and tested by the Delphi method. The statistical population in the content analysis method included all texts related to the research topic and in the Delphi method were experts and university professors specializing in e-tourism and e-tourism industry which 30 experts cooperated until the end of the third round. Sampling method was done in content analysis method using counting and in Delphi method using snowball. Based on the findings of the first part of the research, 38 indicators have been identified, and in the second part, 24 indicators have been added to model, of which six of the identified indicators have not been agreed by experts. The research model includes 56 indicators, 34 components and 9 dimensions (including legal infrastructure, financial infrastructure, mobile commerce infrastructure, e-advertising management, content marketing, customer relationship management, e-HRM, local partnership and software infrastructure). Paying attention to the model extracted from this research can pave the way for the further development of the ecotourism industry in Iran by using the capabilities of IT.
Extended Abstract
1-Introduction
The development of tourism as an economic driving force for the development of rural areas and ecotourism is one of the most important issues that requires the adoption of principled and logical strategies appropriate for regional and local capabilities. Rural tourism is a new approach in rural development texts that has different dimensions and effects, such as development; rural tourism based on IT is one of the new development strategies in order to employ and meet the needs of villagers and earn money in ecotourism areas. In recent years, the development of IT and social networks has led to an increasing need to take advantage of IT capabilities in this industry. Some of the necessities of this research are the weakness of theoretical foundations, the use of IT capabilities in attracting tourists, improving services to them and increasing employment in rural areas and the income of locals. The current study aims to provide a model to dvelope ecotourism industry in Iran with the emphasis on IT.
2-Materials and Methods
The present study is a descriptive, applied and qualitative research. Content analysis and Delphi methods have been used in this research. In the first stage of this research, using the content analysis method (with open coding), all texts related to the research topic were studied using the counting method, so the initial research model was formed. In the second stage, using the classical Delphi method, the initial model was tested and during three rounds, new indicators were added to the original model making the model strengthen. The study population in the content analysis method includes scientific texts with keywords related to the title of research in the field of ecotourism industry and in the Delphi method the study population includes selected experts and university professors specializing in ecotourism and e-tourism industry who have experience, expertise or authorship in the subject. In the Delphi method, using snowball sampling, 30 people collaborated with the researchers to the end.
3-Results and Discussion
 In this research, 38 indicators were extracted through content analysis and reached the Delphi stage. In three Delphi rounds, 24 indicators were added to the indicators and a total of 6 indicators were not agreed upon by experts. The findings of this study indicate that in order to develop the ecotourism industry using the capacities of IT, 9 dimensions should be considered simultaneously: (1) the first dimension, the legal infrastructure of IT in the ecotourism industry, which first of all needs to be studied by policy makers. (2) The second dimension is the financial infrastructure; any upgrades of the business model in eco-tourism industry requires proper investment. (3) The third dimension is the infrastructure of mobile commerce in the tourism industry; in the ecotourism industry, due to the constantly changing tourist location, the principles of e-commerce are being replaced by m-commerce, and ecotourism is receiving most of its e-services through smartphones. (4) The fourth dimension is e-advertising management; Which in cyberspace is the most important lever for eco-tourism businesses to attract new customers; (5) The fifth dimension is content marketing, which is a parallel path to cyberspace advertising, which aims to increase the knowledge of eco-tourists through graphic content about the beauties of these areas and other electronic content about customs, style and the life of the locals. (6) The sixth dimension is customer relationship management, which is based on the principles of relationship marketing and aims to strengthen the relationship with eco-tourists and increase their motivation to travel to eco-tourism areas. (7) The seventh dimension is electronic human resource management, which focuses on the soft components of the ecotourism industry; (8) The eighth dimension is local participation, which aims to increase the role of locals in the production of electronic content and services, as well as crisis management in specific events; (9) the ninth dimension is the software infrastructure that aims to diversify e-services and increase the security of websites and other e-tourism tools.
4-Conclusion
 In this research, an innovative model for the development of ecotourism industry is presented. Although many studies emphasize on tourist attraction, this model encompasses all three stages of tourist life cycle management, which include attracting, maintaining, and developing a relationship with the tourist. Also, the proposed model covers the four approaches existing in the theoretical foundations in the field of eco-tourism industry development, which include the four perceptual, behavioral, service and educational perspectives. The proposed model of this research has raised issues far beyond the aforementioned views. Attention to all the extracted indicators of this research model in all its dimensions is suggested as practical suggestions for the development of ecotourism industry.