Smart Tourism Drivers and Challenges in Iran

smart tourism has been attracting attention from practitioners and scholars.and Smart tourism is defined as the dynamic connection of human experiences with smart technologies.Smart tourism is a new tourism concept that is formed through the process of data collection and analysis combined with the use of the latest information technology to make the travel experience more valuable, efficient, and sustainable. In this research we try to understand of smart tourism drivers and challenges in Iran. The methodology of this paper is descriptive method and it used documentary method for gathering data. To analysis the finding we conduct expert-based method.Based on the findings, the factors of perceived relative advantage, external support, external pressure, manager's support, human resource preparation, centralized structure, data-oriented culture and complexity have been effective in analyzing the key drivers effective in smartness and technology in Iran's tourism, but from the two factors of compatibility and Technical preparation did not have a significant effect. According to the results of the research, considering the high importance of understanding the relative advantage and the lack of significant influence of adaptation and technical preparation, attention to the introduction and application of an innovation is more important than the current technological capabilities and capabilities of organizations to accept that innovation.

کلیدواژه ها:

Tourism ، Smart Tourism ، Iran