نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی کارشناسی ارشد، رشته مدیریت بازگانی ، دانشگاه پیام نور ، شهر الشترایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Today, it has been observed that the development of information technology in different societies is different and the reasons for this difference are in the rate of technology acceptance. The purpose of this study is to find out how the tourism industry is affected by e-marketing. The statistical population of this study is 756 employees of travel agencies and employees in the reservation and marketing of hotels in Kurdistan province and the number of selected sample members is 255 employees of these centers. A valid and reliable questionnaire was used to collect data and descriptive statistics and structural equation modeling were used to analyze the data. The results of data analysis showed that organizational factors, environmental factors, technological factors and perceived ease of use have a positive and significant effect on the acceptance and use of e-marketing and perceived ease of use has the most effect and technological factors have the least effect. Also, organizational and environmental factors have a significant effect on perceived ease of use, perceived compatibility and perceived comparative advantage, and technological factors have a significant effect on perceived ease of use and perceived compatibility.
کلیدواژهها [English]
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