بررسی تأثیر عوامل مؤثر در پذیرش فنّاوری کلان‌داده در صنعت گردشگری با استفاده از چهارچوب پذیرش فنّاوری TOE (مطالعهٔ موردی: مشاغل صنعت گردشگری شیراز)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت کسب‌وکار - فنّاوری، دانشکدهٔ اقتصاد،مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 استادیار مدیریت کارآفرینی، دانشکدهٔ اقتصاد،مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

3 دانشیار مدیریت بازرگانی، دانشکدهٔ اقتصاد،مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

10.22034/jtd.2022.304366.2447

چکیده

گردشگری بخشی است که مستقیم یا غیرمستقیم با پیشرفت‌های فنّاوری مرتبط است. اخیراً فنّاوری کلان‌داده فرصت‌های چشمگیری را برای هوشمند‌سازی صنعت گردشگری فراهم کرده است. بر این اساس، پژوهش حاضر با هدف بررسی تأثیر عوامل مؤثر در پذیرش فنّاوری کلان‌داده به ارزیابی میزان تأثیر ده مؤلفه از ابعاد سه‌گانهٔ چهارچوب پذیرش فنّاوری TOE در پذیرش کلان‌داده در بخش گردشگری پرداخته است. پژوهش حاضر، از نظر جهت‌گیری، کاربردی و، از منظر نوع و نحوهٔ جمع‌آوری اطلاعات، پیمایشی - توصیفی است. نمونهٔ آماری پژوهش شامل صد نفر از کارکنان، کارشناسان و مدیران واحد فنّاوری اطلاعات در حوزهٔ گردشگری بودند که با استفاده از پرسش‌نامهٔ محقق‌ساخته و روش نمونه‌گیری در دسترس انتخاب شدند. سپس، داده‌های پژوهش با استفاده از نرم‌افزارهای SPSS22 و Smart PLS3 تجزیه‌وتحلیل شدند. طبق یافته‌ها، عوامل مزیت نسبی ادراک‌شده، حمایت خارجی، فشار خارجی، حمایت مدیر، آمادگی منابع انسانی، ساختار متمرکز، فرهنگ داده‌محوری و پیچیدگی در پذیرش کلان‌داده در گردشگری مؤثر بوده‌اند، اما از دو عامل سازگاری و آمادگی فنی تأثیر معناداری حاصل نشد. بنا بر نتایج پژوهش، با توجه به اهمیت بالای درک مزیت نسبی و عدم‌تأثیر چشمگیر سازگاری و آمادگی فنی، توجه به معرفی و کاربرد یک نوآوری بیش از امکانات و توانمندی تکنولوژیک فعلی سازمان‌ها برای پذیرش آن نوآوری اهمیت دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Impact of effective Factors on Big Data Technology Acceptance in Tourism Industry Using TOE Technology Acceptance Framework (Case Study: Jobs in Shiraz Tourism Industry)

نویسندگان [English]

  • Azadeh Fallahi 1
  • Meisam Modarresi 2
  • Azim Zarei 3
1 Master student of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Assistant Professor of Entrepreneurship group, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
3 Associate Professor of Marketing group, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Tourism is a sector that is directly and indirectly related to technological advances. Recently, Big data technology has provided significant opportunities for smartening the tourism industry. Accordingly, the present study aims to investigate the impact of factors affecting the acceptance of Big data technology to evaluate the impact of 10 components of the three dimensions of the TOE technology acceptance framework on the acceptance of Big data in the tourism sector. The present study is applied in terms of orientation and in terms of the type and manner of collecting survey-descriptive information. The statistical sample of the study included 100 employees, experts and managers of the IT department in the field of tourism who were selected using a researcher-made questionnaire and available sampling method. Then the research data were analyzed using SPSS22 and Smart PLS3 software. According to the findings, the factors of perceived comparative advantage, external support, external pressure, managerial support, human resource readiness, centralized structure, data-driven culture and complexity have been effective on the acceptance of big data in tourism; But the two factors of adaptation and technical readiness did not have a significant effect. According to the research results, due to the high importance of understanding the comparative advantage and lack of significant impact of adaptation and technical readiness; Attention to the introduction and application of an innovation is more important than the current technological facilities and capabilities of organizations to accept an innovation.

کلیدواژه‌ها [English]

  • Technology Acceptance
  • Big data
  • Smart Tourism
  • TOE framework
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