Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Factors affecting the acceptance of the use of artificial intelligence in the sale of saffron products

Document Type : The scientific research paper

Authors
Ali Ostad Hashemi 1
Elnaz AllafJafari 2
Alireza Rousta 3
1 Assistant Professor, Department of Management and Accounting, Payam Noor University, Tehran, Iran
2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University,Tehran , Iran
3 Professor, Department of Business Administration,Shahr-e-Quds Branch, Islamic Azad University, Tehran, Iran
jnabm.3.2.15564.35887873.63094598548
Abstract
Abstract

Introduction:

Saffron is one of the most unique products of Iran for export, which requires the use of digital technology such as artificial intelligence in export in order to achieve a worthy position by creating a competitive advantage. Because its rapid growth has changed the way of selling online to customers in the world. Therefore, the aim of the current research is the effect of perceived ease of use, usefulness and innovation on the acceptance of the use of artificial intelligence in the sale of saffron products with the role of attitude mediation using the technology acceptance model.



Materials and Methods

The research method is practical in terms of purpose. The statistical population is the commercial units active in the field of saffron export in Khorasan-Razavi and South Khorasan provinces, and the sample size is 127. The data was collected using standard questionnaires and analyzed with the help of structural equation modeling and Smart-Pls4 software.



Findings:

The perceived ease of use, usefulness and innovation have a significant effect on the acceptance of the use of artificial intelligence in the sale of saffron products. Also, perceived ease of use, usefulness and innovation have a significant effect on the acceptance of the use of artificial intelligence in the sale of saffron products with the mediating role of attitude and emphasize the positive role of attitude on the acceptance of the use of artificial intelligence.



Conclusion:

This research expands the theoretical and practical knowledge to adopt the technology acceptance model in the sales sector of the agricultural industry and suggests to managers to help increase the efficiency, accuracy and speed of saffron sales by using artificial intelligence. Appropriate policies for the sale of saffron based on the possibilities of artificial intelligence will cause the growth of this industry.
Keywords
artificial intelligence
attitude
perceived ease of use
perceived innovation
perceived usefulness

Subjects

ابراهیم پور، حبیب؛ رحمتی، منصور؛ نعمتی، ولی(1401). امکان سنجی توسعه گردشگری هوشمند با تأکید بر توسعه پایدار(مطالعه موردی: شهر اردبیل)، مطالعات علوم محیط زیست، دوره هفتم، شماره اول،صص 4631-4622.
بیدخوری، علیرضا؛ برهانی نیا، محسن؛ خوشاب، علی(1401). شناسایی مولفه های موثر بر گردشگری هوشمند در شهر مشهد، مجله علوم جغرافیایی دانشگاه آزاد اسلامی واحد مشهد، شماره 38، صص 1-25.
زنگوئی، فرنوش؛ خرازی محمدوندی آذر، زهرا؛ صالحی صدقیانی، جمشید (1399). شناسایی مؤلفه­های هوشمندسازی صنعت گردشگری در ایران، نشریه علمی مطالعات مدیریت کسب و کار هوشمند، سال هشتم،صص 272-239.
قاسم زاده، مجید. ( ۱۳۹۶). مولفه های موثر‌‌ در هوشمندسازی محور گردشگری تبریز. کنفرانس عمران، معماری و شهرسازی.
دشت لعلی, زهرا, علیقلی، منصوره, نوربخش, سید کامران. (1399). شناسایی و اولویت بندی عوامل موثر بر گردشگری هوشمند در کشور ایران(مورد مطالعه: شهر اصفهان.
نادعلی, سوسن. (1397). بررسی توان سنجی گردشگری هوشمند با تاکید بر ضرورت ها و الزامات زیرساختی (نمونه موردی کلان شهر مشهد). فضای گردشگری, 7(28), 125-145.
یعقوبی، منظری، پریسا و آقا میری، امیر.(۱۳۹۷). شناسایی استراتژی های توسعه پایدار صنعت گردشگری ایران با استفاده از تکنیک متاسوات و ارائه راهکارهای مناسب. بررسی­های بازرگانی. شماره ۸۶ و ۸۷. صص ۱۵-۱.
Anzai, A., Kobayashi, T., Linton, N. M., Kinoshita, R., Hayashi, K. et al., (2020). Assessing the impact of reduced travel on exportation dynamics of novel Coronavirus infection (COVID-19). Journal of Clinical Medicine, 9(2), 1-9.
Aina, Y. A. (2017). Achieving smart sustainable cities with GeoICT support: The Saudi evolving smart cities. Cities, 71(August 2016), 49–58.
Bharathi, D. (2017). Present Scenario of tourism management in India and its global impact. International Journal of Current Research, 9(8), pp. 55389-55394.
Buhalis, D.( 2019) Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: A perspective article. Tour. Rev., 75, 267–272.
Calderwood, L., U., &Soshkin, M. (2019). The Travel & Tourism Competitiveness: Tourism at a Tipping Point, Geneva: World Economic Forum.
Chan, C.S.; Peters, M.; Pikkemaat, B(2019) Investigating visitors’ perception of smart city dimensions for city branding in Hong Kong. Int. J. Tou, 5, 620–638.
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
El Archi, Y.; Benbba, B.; Nizamatdinova, Z.; Issakov, Y.; Vargáné, G.I.; Dávid, L.D(2023). Systematic Literature Review Analysing Smart Tourism Destinations in Context of Sustainable Development: Current Applications and Future Directions. Sustainability, 15, 1-14. 5086. https:// doi.org/10.3390/su15065086
Fan, Ping., Yihao Zhu., Zi Ye., Guodao Zhang ., Shanchuan Gu ., Qi Shen ., Sarita Gajbhiye Meshram ., Ehsan Alvandi(2023). Identification and Prioritization of Tourism Development Strategies Using SWOT, QSPM, and AHP: A Case Study of Changbai Mountain in China, Sustainability, 1-22.
Gretzel, U. (2011). Intelligent systems in tourism: A Social Science Perspective. Annals of Tourism Research, 38(3), 757–779.
Goulding, C (2002). Grounded Theory: A Practical Guide for Management, Business & Market Researchers, London: Sage Publications.
Gretzel, C. Koo, M. Sigala, and Z. Xiang, “Special issue on smart tourism: convergence of information technologies, experiences, and theories,” Electronic Markets, vol. 25(3), pp. 175–177, 2015
Haobin Ye, Ben., Huiyue Ye., Rob Law(2020). Systematic Review of Smart Tourism Research, Sustainability, 1-15.
Jafari, J. (1981). Editor’s page. Annals of Tourism Research, 8.
Lee, Pam., William Cannon Hunter., Namho Chung(2020). Smart Tourism City: Developments and Transformations, Sustainability, 1-15.
Lincoln, Y.S., & Guba, E.G. (1985). Naturalistic Inquiry, Sage Publications, Beverly Hills, Calif.
Lee, S., Rodriguez, L., & Sar, S. (2012). The influence of logo design on country image and willingness to visit: A study of country logos for tourism. Public Relations Review, 38(4), 584–591.
Matthieson, A. and Wall, G. (1982). Tourism: Economic, Social and Environmental Impacts. London, Longman.
Maniga, P. (2020). The impact of COVID-19 on tourism. Available online: HTTPS://WWW.POLICYCENTER.MA/OPINION/IMPACT-COVID-19- TOURISM.XTGNO1UZBIV (Visited: 10/05/2020).
Perfetto, M. C., & Vargas-Sánchez, A. (2018). Towards a Smart Tourism Business Ecosystem based on Industrial Heritage: research perspectives from the mining region of Rio Tinto, Spain. Journal of Heritage Tourism, 1–22.
Pai, Chen-Kuo., Yumeng Liu., Sangguk Kang., Anna Dai(2020). The Role of Perceived Smart Tourism Technology Experience for Tourist Satisfaction, Happiness and Revisit Intention, Sustainability, 1-14.
Raheleh, H.; Ali Vatankhah, B.; Zhi, L.; Habib, A.Web-Based Recommendation System for Smart Tourism: Multiagent Technology. Sustainability 2019, 11, 323.
Rafdinal, Wahyu., Eko Susanto.,  Syifaa Novianti.,  Cahaya Juniarti (2021). Is smart tourism technology important in predicting visiting tourism destinations? Lessons from West Java, Indonesia, Journal of Tourism Sustainability,  Volume 1 Nomor 2,102-115
Shen, S.; Sotiriadis, M.; Zhou, Q. Could Smart Tourists Be Sustainable and Responsible as Well? دThe Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior. Sustainability 2020, 12, 1470
Shafiee, Sanaz., Ali Rajabzadeh Ghatari., Alireza Hasanzadeh., Saeed Jahanyan(2019). Developing a model for sustainable smart tourism destinations: A systematic Review, Tourism Management Perspectives, 287–300.
Straus, A & Corbin, J (2008). Basic of Qualitative Research: Techniques and Procedures for developing Grounded Theory, Third Edition, Los Angeles: stage publication.
Strauss, A. L., & Corbin, J. (1990). Basics of qualitative research. Vol. 15. Newbury Park, CA: Sage.
Silverman, D. (Ed.). (2020). Qualitative research. Sage Publication.
Wang, W., Kumar, N., Chen, J., Gong, Z., Kong, X., Wei, W., & Gao, H. (2020). Realizing the Potential of Internet of Things for Smart Tourism with 5G and AI. IEEE Network, 34(6), 295-301.‏
Wang, W(2018). The influence of perceived technological congruence of smartphone application and air travel experience on consumers’ attitudes toward price change and adoption. J. Hosp. Tour. Technol. , 10, 122–135
World Tourism Organization, U (2015). UNWTO Tourism Highlights. 2015 EditionMadrid: World Tourism Organization.
Xiang, Z., Tussyadiah, I., & Buhalis, D. (2015). Smart destinations: Foundations, analytics, and applications. Journal of Destination Marketing and Management, 4(3), 143–144.
Ye, B. H., Ye, H. and Law, R. (2020). Systematic review of smart tourism research. Sustainability, 12(8): 3401.
Zhang, Yuwen., Marios Sotiriadis., Shiwei Shen(2022). Investigating the Impact of Smart Tourism Technologies on Tourists’ Experiences, Sustainability, 1-21.
 
 
Journal of Intelligent Marketing Management
Volume 5, Issue 3 - Serial Number 25
Summer 2024
Pages 135-155

  • Receive Date 18 March 2024
  • Revise Date 11 April 2024
  • Accept Date 23 June 2024