كليدواژه :
E-tourism , Transaction cost , Navigation functionality , Satisfaction , Trust
چكيده لاتين :
The number of users of computer as well as on-line
international communication networks is growing
increasingly and utilization of the modern communication
technology has become the integral part of life at present.
Although the World Wide Web has been established
many years ago, considering it logically demonstrates that
just in recent years such virtual world has influenced
various parts of peopleʹs life and most industries have
become dependent on it. One of the industries on which
the virtual world has recently had many effects and has
been led to its prosperity is the tourism industry.
Tourism and information and communications
technology known as ICT are very popular nowadays and
have a superior status among experts of different
techniques and sciences. ICT is indeed a modern and
emerging technology through which humans intend to
take a big step in different sciences in the new century.
Fortunately, the value and importance created by the
modern information and communications technology for
development of tourism substructures in the world are
very interesting, so that many advanced countries have
developed their tourism industry via this modern
technology. A simple instance in this regard is the virtual
tourism through which tourism has been grown in the
above countries several times their previous statistics.
This is while Iran not only has demonstrated its remarks
by means of a slogan in this regard, but by losing the
opportunities it regrets those countries which convert the
threats faced by the tourism industry into opportunity
through creating artificial tourist attractions. It is
noteworthy that Iran has special climatic situation as well
as the intact nature.
E-tourism is a turning point between tourism and
information technology and both phenomena are the most
basic productive activities for job opportunities in the
world. Tourism has been divided into different types and
information technology is effective in tourism
development via various activities.
E-tourism is a tool for information fulfillment about
tourism attractions, the possibility to offer online services,
saving time and cost saving, providing the necessary
arrangements for simple decision-making of tourists in
choosing target tourism destinations and establishment of
comprehensive information systems of tourism
institutions, facilities and routes.
Currently, many tourism companies utilize websites as a
marketing mechanism for selling of their products and
services.
The present study has been conducted to investigate the
effective factors on trust, loyalty and satisfaction of etourists
with offering e-services in Iran. To this end, a
model was used to investigate the relationship among
variables such as perceived security, perceived privacy,
simple payment methods, navigation functionality and
transaction cost with intermediate variables (trust and
satisfaction) and loyalty as the dependent variable. Thus,
one-hundred eighty web-based questionnaires were
distributed among online users. The obtained results
showed that perceived security has the highest effect and
transaction cost has the lowest effect on online usersʹ trust
in using e-tourism services. The findings indicated that
satisfaction has a positive effect on customer trust and
loyalty and plays a key role in on-line services of tourism
products and services.
Researchers in the field of tourism industry development
can use the findings of the present study. Also, these
findings can be helpful for managers and policy-makers
in tourism prosperity, enhancement of substructures and
other effective factors on prosperity of this industry.
