تحليلي برعوامل موثربرپذيرش پلتفرم هاي رزرو انلاين در مقاصد هوشمند گردشگري شهر اصفهان

With the digital transformation an‎d the development of smart tourism, online booking platforms have emerged as an important tool in the management of smart tourism destinations. However, the factors influencing the adoption of these platforms in smart tourism destinations in Iran have received limited attention. Therefore, the present study aims to investigate the factors affecting touristsʹ adoption of online booking platforms in the smart tourism destination of Isfahan. This study is applied in terms of purpose an‎d descriptive-analytical in terms of methodology. Data were collected through a questionnaire administered to tourists in the city of Isfahan an‎d analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The conceptual framework of the study was developed based on the integration of the Technology Acceptance Model (TAM) an‎d the Theory of Planned Behavior (TPB). The statistical population consisted of tourists, an‎d data were collected from 423 respondents using a questionnaire. The descriptive results indicated that the highest proportion of respondents belonged to the age group of 36–43 years (35.3%). In terms of educational attainment, respondents with a masterʹs degree represented the largest proportion (44%). Furthermore, 60% of the respondents were female an‎d 40% were male, while the majority of respondents were married. The results of the structural equation modeling revealed a significant relationship between perceived ease of use an‎d touristsʹ behavioral intention, with a path coefficient of 0.327 an‎d a t-value of 18.184, indicating a strong an‎d significant effect. The findings also showed that perceived usefulness (β = 0.307), attitude (β = 0.246), subjective norms (β = 0.327), facilitating conditions (β = 0.261), an‎d literacy level (β = 0.407) had positive an‎d significant effects on touristsʹ behavioral intention to use online booking platforms. However, perceived ease of use did not have a significant direct effect an‎d influenced behavioral intention indirectly through mediating variables. The findings highlight the importance of improving service efficiency, strengthening technological infrastructures, an‎d enhancing social factors in order to promote the development of smart tourism in the city of Isfahan.

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