شناسایی پیشران‌‏های توسعۀ گردشگری پایدار مبتنی بر پلتفرم و تبیین نقش مدیریت رسانه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه گردشگری، دانشکدۀ گردشگری، دانشگاه تهران، تهران، ایران.

2 دانشیار، گروه مدیریت، دانشکدۀ مدیریت و کسب‌وکار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 دانشیار، گروه مدیریت سرزمین، دانشکدۀ مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران.

4 دانشیار، گروه گردشگری، دانشکدۀ تجارت و حقوق، دانشگاه ادیث کوان، ادیث کوان، استرالیا.

10.22059/mmr.2025.390377.1159

چکیده

هدف: تحول دیجیتال در صنعت گردشگری، موجب شکل‌گیری پلتفرم‌های جدیدی شده که الگوهای سنتی ارائه خدمات را دگرگون کرده است. در این میان، مدیریت رسانه‌های دیجیتال، در هدایت این تحولات نقش مهمی ایفا می‌کند و به‌عنوان عاملی تأثیرگذار در پویایی اکوسیستم گردشگری دیجیتال شناخته می‌شود. این پژوهش با هدف شناسایی پیشران‌های کلیدی توسعۀ گردشگری مبتنی بر پلتفرم و تبیین نقش مدیریت رسانه، از روش میک‌مک برای تحلیل روابط بین متغیرهای اثرگذار استفاده کرده است.
روش: در این پژوهش، به‌منظور شناسایی پیشران‌های کلیدی توسعۀ گردشگری مبتنی بر پلتفرم و تبیین نقش مدیریت رسانه، از یک رویکرد ترکیبی بهره گرفته شده است. روش تحقیق به‌صورت تحلیلی ـ اکتشافی طراحی شده و شامل سه مرحله اصلی است: شناسایی پیشران‌های کلیدی مبتنی بر ادبیات نظری، شناسایی و اولویت‌بندی پیشران‌های ریسک با استفاده از روش تحلیل اثرهای متقابل و بررسی جایگاه مدیریت رسانه در توسعۀ گردشگری دیجیتال بر اساس پیشران‌های ریسک و هدف.
یافته‏ها: یافته‌ها نشان می‌دهد که پلتفرم‌های تجاری گردشگری پایدار، شبکه‌سازی تجاری، ترویج فرهنگ‌های بومی، فناوری‌های هوش مصنوعی و استانداردسازی خدمات بین‌المللی، تأثیرگذارترین پیشران‌ها در اکوسیستم گردشگری دیجیتال هستند. همچنین، متغیرهایی مانند حمایت از کسب‌وکارهای کوچک و محلی، تنوع‌بخشی به تجربه‌های گردشگری، دسترسی‌پذیری دیجیتالی و توسعۀ مهارت‌های پایدار، به‌عنوان عوامل وابسته، از تغییرات سایر متغیرها تأثیر می‌پذیرند.
نتیجه‌گیری: تحلیل میک‌مک سه مسیر کلیدی شامل تحول فناورانه، سیاست‌گذاری و اثرهای اقتصادی ـ جهانی‌شدن را در توسعه گردشگری دیجیتال شناسایی کرده است. مدیریت رسانه‌های دیجیتال، به‌ویژه در حوزه بازاریابی، برندسازی مقاصد، مدیریت شهرت آنلاین و بهبود تجربۀ کاربری، نقش میانجی ایفا کرده و موجب تسهیل این تحولات شده است. نتایج پژوهش نشان می‌دهد که موفقیت در توسعۀ پایدار گردشگری دیجیتال، مستلزم سرمایه‌گذاری در فناوری‌های داده‌محور، تدوین چارچوب‌های نظارتی شفاف و بهره‌گیری از راهبردهای نوین رسانه‌ای است. در نهایت، همگرایی میان فناوری‌های نوین، سیاست‌های تنظیمگری و مدیریت رسانه، در ارتقای رقابت‌پذیری و پایداری صنعت گردشگری دیجیتال نقشی تعیین‌کننده خواهد داشت.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying the Drivers of Platform-Based Sustainable Tourism Development

نویسندگان [English]

  • Niloofar Rastgoo 1
  • Aidin Salsamzadeh 2
  • Amin Faraji 3
  • Mostafa Rasoolimanesh 4
1 PhD. Candidate, Department of Tourism, Faculty of Tourism, University of Tehran, Tehran, Iran.
2 Associate Prof., Department of Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
3 Associate Prof., Department of Territorial Management, Faculty of Management and Accounting, College of Farabi, University of Tehran, Qom, Iran.
4 Associate Prof., Department of Tourism, Faculty of Business and Law, Edith Cowan University, Edith Cowan, Australia.
چکیده [English]

Objective
Digital transformation has fundamentally reshaped the tourism industry by altering traditional structures of service supply and demand and enabling the emergence of new platform-based models of tourism. Digital platforms have become central components of the contemporary tourism ecosystem by reducing the role of traditional intermediaries, facilitating access to information, personalizing travel experiences, increasing service transparency, and expanding interactions between tourists and service providers. Technologies such as artificial intelligence, big data, the Internet of Things, blockchain, virtual reality, and augmented reality have created new capacities for sustainable tourism development. However, the development of digital tourism is not merely a technological issue; it is also closely connected to the management of information flows, content production, destination branding, online reputation management, user engagement, and the regulation of relationships among actors within the tourism ecosystem. From this perspective, digital media management plays a strategic role in directing and facilitating transformations in platform-based tourism. Nevertheless, a significant portion of previous research has focused primarily on digital tourism technologies, while the role of media management in connecting technology, sustainability, competitiveness, and policymaking has received less systematic attention.
The main objective of this study is to identify the key drivers of platform-based sustainable tourism development and to explain the role of media management in this process. The study seeks to determine which factors exert the greatest influence on the future of digital tourism, which variables are most affected by other factors, and how media management can function as a mediating, facilitating, and guiding mechanism in the sustainable development of the platform-based tourism ecosystem.
Research Methodology
This study employs a mixed, analytical, and exploratory approach. In the first stage, the drivers affecting digital and platform-based tourism development were identified through a review of the theoretical literature and qualitative content analysis. Relevant academic studies and international reports were examined, and key factors were extracted and conceptually coded. In total, twenty major drivers were identified, including digital strategies for environmental protection, tourist behavior prediction using big data, information security and privacy protection, sustainable skills development, blockchain and financial transparency, commercial platforms for sustainable tourism development, promotion of indigenous cultures, sharing economy platforms, support for small and local businesses, digital accessibility, artificial intelligence, virtual reality, tourism regulation, smart infrastructure for e-government, open innovation, and international standardization of tourism services. In the second stage, structural cross-impact analysis and MICMAC software were used to determine the degree of influence and dependence among the variables. To validate the relationships among the variables, an expert panel consisting of 17 specialists in tourism, media management, and digital platform technologies was employed. These experts completed the cross-impact matrix by assessing the intensity of relationships among the identified drivers.
Findings
The results of the MICMAC analysis indicate that the platform-based tourism development system is complex, highly interconnected, and characterized by strong mutual dependence among variables. Of the 380 relationships identified in the cross-impact matrix, only 20 showed no direct relationship, and the matrix completion rate reached 95 percent. Furthermore, the existence of 39 strong relationships, 86 medium relationships, and 255 weak relationships demonstrates that the drivers form an extensive network of direct and indirect interactions. The convergence analysis also showed that both influence and dependence reached 100 percent after two iterations, indicating the structural stability of the model. This finding suggests that no variable operates entirely independently of the others, and any change in one driver may create chain effects across the entire digital tourism ecosystem.
In terms of direct and indirect influence, drivers such as digital strategies for environmental protection, commercial platforms for sustainable tourism development, artificial intelligence technologies, tourism regulation, and international standardization of tourism services occupy prominent positions. Commercial platforms for sustainable tourism development act as one of the main engines of transformation in the tourism industry by facilitating economic interactions, improving value-chain efficiency, and connecting tourists with service providers. Artificial intelligence also plays a central role in platform-based tourism development by analyzing tourist behavior, personalizing recommendations, forecasting demand, and optimizing the user experience. Tourism regulation and international standardization contribute to sustainability and competitiveness by establishing transparent frameworks, enhancing user trust, protecting consumer rights, and reducing platform-related risks.
Based on the influence-dependence map, the variables were classified into four main groups. The first group consists of key drivers, including commercial platforms for sustainable tourism development, tourism regulation, artificial intelligence, promotion of indigenous cultures, and international standardization of tourism services. These factors have both high influence and high dependence; therefore, changes in them can alter the overall direction of the system. The second group includes linkage drivers, such as digital strategies for environmental protection, economic and political sanctions, open innovation, digital and cultural interactions, and virtual reality. These variables play intermediary and reinforcing roles within the system. The third group consists of dependent variables, including support for small and local businesses, diversification of tourism experiences, digital accessibility, sustainable skills training, and tourist behavior prediction. These factors are largely the outcomes of broader policies and macro-level transformations. The fourth group includes autonomous variables, such as blockchain, smart infrastructure for e-government, sustainable innovations in hospitality services, information security, and the development of sharing economy platforms. Although these variables currently have more limited influence within the system, they may gain greater importance in the future as technological and institutional conditions evolve.
Discussion & Conclusion
The study concludes that the sustainable development of platform-based tourism requires the convergence of three major domains: emerging technologies, intelligent regulation, and digital media management. Investment in artificial intelligence and data analytics, the formulation of transparent regulations, the standardization of services, support for local businesses, the strengthening of digital accessibility, and the strategic use of social media are among the most important requirements for the future of digital tourism. Media management can guide platform-based tourism toward greater competitiveness, trustworthiness, and sustainability by transforming dispersed digital data into communicative, reputational, and marketing insights. Therefore, the successful development of sustainable digital tourism depends not only on technological innovation, but also on the strategic management of media, information, and stakeholder interaction within the platform ecosystem.
 

کلیدواژه‌ها [English]

  • Digital tourism
  • Sustainable tourism
  • Tourism platforms
  • Media management
  • Artificial intelligence

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