Social Networks Modeling in Tourist Behavior with ISM( Interpretive Structural Modeling approach)

Abstract

Using the tools such as information and communication technology is essential for the growth of the tourism industry, and it is not possible for this the industry to operate and survive in a competitive market without the effective use of such tools. As one of the most effective tools for marketing and influencing the tourists’ behavior, virtual social networks can ensure an appropriate share of the tourism market as well as other benefits such as economic, cultural, employment, sustainable development, and so on in case of effective use and correct response to the tourists’ demands. The present research aimed to identify and formulate a comprehensive model of the main factors by which, social networks affect the tourists’ behavior in decision making, selection and purchase of tourism services. For this purpose, after reviewing about one hundred related researches with qualitative and published results in valid journals, at first the main components by which, social networks affect the tourists’ behavior were identified among 400 initial approved sources and interviewing the experts and using Meta Synthesis method and extraction of 1400 open and 45 content codes, and then, the final model was developed for leveling the variables using structural-interpretive modeling. The final research model consists of five main themes or variables in three levels by priority and influence including macro environment (level three), marketing (level two) and management, individual, group factors (level one) which can be used by all tourism activists to improve marketing, value creation and profit making processes.