Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.486651
Title: The Role of Information Technology (IT) in Tourism Destination Marketing A Case Study of Iran and the Persian Gulf States
Author: Jamnia , Mojdeh
ISNI:       0000 0001 3589 0515
Awarding Body: University of Exeter
Current Institution: University of Exeter
Date of Award: 2008
Availability of Full Text:
Access from EThOS:
Abstract:
-'-' This research investigates the relationship between infolIDation technology (IT) and knowledge management (KM) with regard to tourism destination marketing and the' websites of national tourism organisations in[mdings of the 'users survey show that there is a significant association between age, booking (reserving) airline ticket, and accommodation on-line. Education as well as age is an important factor in using the inteIJ?et and paying for the airline ticket or accommodation on-line. More than half of the partiCipants did not like to go to the countries of the c~e study for reaso~s such as insecurity and terrorism. In- depth interviews with tourism authorities of three countries of the case study (Iran, Bahrain and Qatar) provided the primary qualitative data for this research. Nine in- depth interviews (devised in accordance with the ideas of knowledge management) revealed that these organisations differ fundamentally in terms of number of staff, educational level, computer literacy, toUrism plans and strategies for on-line marketing. I' Iran and the Persian Gulf States (Saudi Arabia, Qatar, Bahrain, United Arab Emirates, Oman and Yemen). The objectives of this study are to understand the role played by destination websites within national tourism organisations, to explore the users' action towards the on-line infolIDation provided when they decide to go on holidays, and to investigate the role ofknowledge. management in national tourism organisations with regard to website design. These three objectives led the researcher to review secondary literature in two aspects of information technology, and knowledge management and a plan of data collection upon the triangulation of three surveys. The methodological approach to data collection was based on qualitative and quantitative data, with a triangulation made between the feedback from surveys of experts, users and tourism authorities within national tourism organizations. At the outset, different pilot studies were carried out to examine the appropriateness of the questionnaires. The quantitative primary data collected by the experts targeted those professional in computer science, infolIDation science and tourism industry. The questionnaire was distributed on-line and yielded a six percent response rate. Tourism participants were dominant with 52 % in the experts questionnaire. Based on the incidence of responses of 'strongly agree', Iran ranked highest, and Bahrain the lowest in the computer science group and Yemen and Bahrain as the highest and the lowest respectively within the tourism group. The infolIDation professional.commented-on Bwafu--a:s to be User'::friendly and employs multimedia. The users questionnaire was paper-based and sampled the general public of Exeter. The [mdings of the 'users survey show that there is a significant association between age, booking (reserving) airline ticket, and accommodation on-line. Education as well as age is an important factor in using the inteIJ?et and paying for the airline ticket or accommodation on-line. More than half of the partiCipants did not like to go to the countries of the c~e study for reaso~s such as insecurity and terrorism. In- depth interviews with tourism authorities of three countries of the case study (Iran, Bahrain and Qatar) provided the primary qualitative data for this research. Nine in- depth interviews (devised in accordance with the ideas of knowledge management) revealed that these organisations differ fundamentally in terms of number of staff, educational level, computer literacy, toUrism plans and strategies for on-line marketing.
Supervisor: Not available Sponsor: Not available
Qualification Name: University of Exeter, 2008 Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.486651  DOI: Not available
Share: