Studying the Effective Factors on DomesticTourists Trust in Offering E-Services in ETourism:Case Study Iran Country

The number of users of computer as well as on-line international communication networks is growing increasingly and utilization of the modern communicationtechnology has become the integral part of life at present. Although the World Wide Web has been established many years ago, considering it logically demonstrates thatjust in recent years such virtual world has influenced various parts of people's life and most industries have become dependent on it. One of the industries on whichthe virtual world has recently had many effects and has been led to its prosperity is the tourism industry. E-tourism is a turning point between tourism andinformation technology and both phenomena are the most basic productive activities for job opportunities in the world. Tourism has been divided into different types andinformation 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 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 users' 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

کلیدواژه ها:

E-tourism ، Trust ، Navigation functionality ، Transaction cost ، Satisfaction