Modeling Modern Tourism Development (Electronic and Virtual) Using Structural Equations in Kermanshah Province
Keywords:
Modern tourism, structural equation modeling, modeling, virtual tourism, electronic tourismAbstract
The aim of this study is to model the development of modern tourism (electronic and virtual) in Kermanshah Province using structural equations. This applied quantitative research selected 63 participants from a population of 75 experts, including university faculty, tourism entrepreneurs, and officials from tourism and labor organizations in Kermanshah Province. A researcher-made questionnaire with 82 items was used for data collection. Its content validity was confirmed by experts and its reliability was verified with Cronbach’s alpha (α=0.875). Data were analyzed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) via SPSS and AMOS. The final model was developed using Strauss and Corbin’s grounded theory approach combined with structural equation modeling. The confirmatory factor analysis validated six main components: causal conditions, core category (modern tourism), intervening conditions, contextual conditions, strategies, and consequences. The KMO index (0.808) and Bartlett’s test (p<0.001) confirmed data suitability for factor analysis. Structural path analysis indicated significant relationships: causal conditions to core category (β=0.449), core category to strategies (β=0.521), intervening conditions to strategies (β=0.658), contextual conditions to strategies (β=0.596), and strategies to consequences (β=0.627). The proposed structural model successfully conceptualized and statistically validated the interrelations among key factors influencing modern tourism development. It reveals that the success of modern tourism in Kermanshah hinges on strategic management actions aligned with causal, intervening, and contextual conditions, ultimately yielding favorable outcomes like economic prosperity, job creation, enhanced tourism services, and reinforcement of real tourism infrastructure.
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