Archive \ Volume.8 2019 Issue 3

The Effect of New Media on the Tourism Strategies in Iran

Asghar Heidari
Abstract

Currently, the whole media capacities are not in use in the country in order to develop the tourism strategies and approaches, and there is a considerable gap between the media and tourism organizations that if not solved, the possibility of realizing the programs and aims of the tourism industry will be hardly feasible. The aim of this study was to investigate the effect of new media on the tourism strategies in Iran. The research method was descriptive-survey, which tried to explain a model. In order to collect data, a researcher-made questionnaire of new media function was used which had 18 items with the Cronbach’s alpha coefficient of 0.77; and the researcher-made questionnaire of tourism strategy was used, which had 18 items with the Cronbach’s alpha of 0.72. In order to enhance the reliability and validity of the questionnaire, a number of questionnaires were distributed among the experts and elites, and all the uncertainties related to the questions were identified. Finally, after clarifying and fixing ambiguities, the final questionnaire was provided and distributed. The statistical population included the managers and experts of Tourism in Tehran and the statistical sample was determined as 108 by using the snowball sampling method. LISREL software was used to study the causal relations between the variables.  Findings showed that there is a significant relationship between realizing the main functions of the new media and the development of tourism strategies. Furthermore, the results indicated that the new media in tourism section could not perform their functions very well‎‎.


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