Today, the ecotourism industry has become one of the important sources of income for the villagers. IT, as an empowerment and integrator of the value network in the ecotourism industry, can play a significant role in the development of this industry by increasing local employment, increasing the income of local people and capabilities of rural areas. This study aims to provide a model to develop ecotourism industry in Iran with an emphasis on IT. This research is a qualitative research that has been carried out by content analysis and Delphi methods. In the content analysis method, the indicators of the initial model have been extracted. Then, this model has been completed and tested by the Delphi method. The statistical population in the content analysis method included all texts related to the research topic and in the Delphi method were experts and university professors specializing in E-Tourism and E-Tourism industry which 30 experts cooperated until the end of the third round. Sampling method was done in content analysis method using counting and in Delphi method using snowball. Based on the findings of the first part of the research, 38 indicators have been identified, and in the second part, 24 indicators have been added to model, of which six of the identified indicators have not been agreed by experts. The research model includes 56 indicators, 34 components and 9 dimensions (including legal infrastructure, financial infrastructure, mobile commerce infrastructure, e-advertising management, content marketing, customer relationship management, e-HRM, local partnership and software infrastructure). Paying attention to the model extracted from this research can pave the way for the further development of the ecotourism industry in Iran by using the capabilities of IT.

In recent years, tourism has become a competitive industry in the world. Businesses have become more inclined to pursue new ways to gain a competitive advantage and more revenue. The best way to make progress in E-Tourism is to design a business model. This research is applying mixed methods included both views of qualitative and quantitative methodologies. The study population was qualitatively ten experts in business models and etourism who were interviewed. The statistical population of the quantitative section consists of 279 E-Tourism specialists. The research results were categorized to design a business model. The results show that the creation of Shared value, rules and regulations governing the industry, and organizational culture and agility have a positive and significant impact on the design of business models in the E-Tourism industry. Introduction: The tourism industry is growing rapidly and is experiencing extensive changes around the world. It has attracted special attention for the position in this industry, and many modifications and developments; so, the number of tourists has increased from 528 million in 2005 to 1. 19 billion in 2015. It is predicted that the number of tourists in 2030 will reach more than 1. 80 billion people, indicating a more competitive industry (Hamid et al., 2021). The tourism industry has a special place in helping sustainable development; in other words, tourism is the only development method in many countries. Therefore, in the highly competitive environment of this industry, companies active in the field of tourism are forced to provide new models to improve their competitive advantage (Colabi and Karimirad, 2020). Tourism companies have witnessed new developments and tried to adapt to new technologies by making fundamental changes. E-Tourism is the use of information technology to provide the services needed by tourists and are services that tourists traditionally used in the past. E-Tourism encompasses all business components, such as e-commerce, e-content production, research and development, and e-marketing (Pencarelli, 2020). The tourism industry is one of the most successful industries in the electronic market because it is a customer-centric industry in which services and information play a major role in the exchange process (Joo, 2002). Companies have to design a business model that shows how to create value for profit. The business model is a multidimensional concept that shows the value creation path of the company and depends on activities that maintain the dynamism and flexibility of the company over time (Reinhold et al., 2017). In general, the concept of business model is as the company's view to create value and commercialize it or how to create a company and value it; The design of the business model also determines how an organization communicates with its stakeholders and how it will react to environmental changes (Colabi, 2020). Designing dynamic and innovative business models based on new technologies is important in the tourism industry. On the other hand, it seeks to create innovation and create new ideas. Designing business models allows these companies to respond appropriately to changes and environmental dynamics. Despite many research articles on business models, the design of business models, especially in E-Tourism, has received less attention and luck from researchers. Therefore, this study aims to present the components of the business model in the field of E-Tourism in Iran in the form of a model. This study answers what pattern E-Tourism follows and what are the main and secondary factors. Materials and Methods: A mixed-method composed of the qualitative and quantitative parts has been applied for this study. In the qualitative part, content analysis and coding method, and in the quantitative part, exploratory and confirmatory factor analysis have been done to identify the factors influencing the design of the business model. The research community in the qualitative sector includes people who specialize in designing business models, have also worked in the tourism industry. A number of these individuals were interviewed using purposive sampling (snowball sampling). Theoretical saturation was obtained after ten interviews. The statistical population in the quantitative part of the research is the managers and experts of tourism service companies in Tehran, 279 of whom were selected using Cochran's formula. In the qualitative part, data collection was performed in two stages: 1) the structure of the interview was designed using the study of library resources and authoritative articles, 2) the interviews were conducted using the structure of the previous stage. A semi-structured interview method was used, and the interviews were carried out to the stage of theoretical saturation. Dimensions affecting the design of the business model were identified using the interview text coding method, and a questionnaire was designed. Nine professors and experts approved the questionnaire. The most important data collection method was sending a researcher-made questionnaire extracted from qualitative research data and has been approved by experts and professors in this field. The research questionnaire consists of 22 questions in two sections of general and specialized questions. Demographic information has been asked in the general section, and in the specialized section, 19 questions related to the factors affecting the design of the business model have been asked. A Likert scale of five options has also been used to design the questionnaire, which is one of the most common measurement scales. Confirmatory factor analysis was used to evaluate the fit of the proposed model. The data obtained from the questionnaire were analyzed with Amos 22. Discussion and Results: The tourism industry has undergone extensive changes around the world. This study aimed to design a business model in the field of E-Tourism in Iran and test the designed model. Identification of factors was made through the study of texts and semi-structured interviews. The results show that the creation of shared value, prevailing laws and regulations, organizational culture and agility are the dimensions of the business model design in the etourism industry. Conclusions: Creating shared value is the most effective dimension in designing a business model. Creating shared value is the link between competitive advantage and corporate social responsibility. When the weaknesses of society affect the organization's productivity, we deal with it by creating shared value for stakeholders. Companies active in E-Tourism are advised to solve social problems to increase productivity and competitive advantage in the company. This study shows that employee participation in profits, lean manufacturing operations and services, appropriate pricing and confidence building, and transparency and accountability affect business model design. In terms of industry rules and regulations, sustainable development and environmental protection laws, improving the quality of services, reducing the damage to tourist attractions, and social responsibility are effective. Creating a sense of social responsibility and adhering to the industry's rules and regulations helps to achieve organizational goals. Agility also plays an important role in developing information and communication space in designing a business model. In general, the lack of infrastructure for change and innovation in the business acquisition model will face challenges for the company. Therefore, branding, intelligent information systems, access to media systems and communication channels, sufficient financial, operational, and educational resources facilitate designing a business model. Given that today industries are facing severe crises and lack of flexibility in the business process causes them to withdraw from the arena of competition, pay attention to these dimensions in designing a business model to solve these issues.

This study aims to develop a scale to measure tourists' trust in Gilan province as one of the most attractive tourist destinations in the country using a mixed approach. Qualitative data were collected using semistructured interviews with twelve academic experts, policymakers and tourism planners. Data analysis using grounded theory, in two stages of basic and theoretical coding, lead to the extraction of 48 concepts, 19 sub-categories and finally 6 main categories of trust in tourism destination management, travel agencies, tourism service providers, tourist destination residents, other Tourists and cyberspace content,it became a dimension of trust in the tourism industry. In a quantitative stage, a questionnaire was prepared based on the extracted components and provided to 389 tourists visiting different cities of Gilan province. The validity of the model was reaffirmed using exploratory and confirmatory factor analysis. Introduction The tourism industry has significantly strengthened local economies in the last two decades. Considering the importance of tourism and its competitive market in the world, tourism destinations to attract tourists are in close competition with each other, and each tries to increase its share of the industry's revenues. However, with the recent events, such as unfair or fraudulent behavior and failure to provide services as promised, the crisis of trust in tourism has increased and become an important issue. Trust is a prerequisite for improving many marketing variables, including loyalty, travel intent, destination attachment, and repeat visits. To date, a comprehensive scale for constructing tourist trust in a tourist destination has not been provided. Most researchers in tourism studies have borrowed trust measurement tools from other sectors such as social sciences, branding, and ecommerce. Some have developed this scale in a specific area of tourism, for example, medical tourism and shopping, and some have made the scale acceptable using a qualitative approach without credibility. Therefore, to fill the gap in the tourism literature, develop a more comprehensive and multidimensional scale for tourist trust that considers different stakeholders. A systematic review of the research literature showed that a comprehensive scale for constructing tourist trust in a tourist destination had not been provided. Therefore, to fill the gap in the tourism literature, it is essential to develop a more comprehensive scale for tourist trust. Materials and Methods The present research has been conducted with a hybrid approach (qualitative-quantitative). Data analysis and design of the trust measurement scale were based on the grounded theory. The statistical population in the qualitative section includes academic experts, policymakers, and planners in the field of tourism in Gilan and tourists. Samples were selected using the purposive sampling method (12 people). In this study, a combination of validity, transferability, reliability, and verification criteria was used to assess the reliability of the interview interpretation. Quantitatively, the statistical population includes tourists visiting different cities in Gilan province. The non probability sampling method is available. The statistical population includes 389 tourists visiting different cities in Gilan province were analyzed. Exploratory and confirmatory factor analysis was used to ensure the validity of the structures and identify the main dimensions and factors that build the trust of tourists extracted from the interviews. Discussion and Results In the quality section, in the combination of selected codes, trust in tourism destination management, trust in travel service agencies, trust in the staff of tourism service providers, trust in residents of tourist destinations, trust in other tourists, and trust in cyberspace content,forms the dimension of trust in the tourism industry. In the quantitative part of the research, 389 incoming tourists to Gilan province were analyzed. The results of exploratory and confirmatory factor analysis that were used to ensure the validity of the structures and identify the dimensions and underlying factors of the six main variables of tourist trust showed that the six research structures have the necessary accuracy in measuring their structures. Conclusion The comparison of previous studies with the research results reveals its differences with the existing literature and the innovation of the research. The proposed research scale for measuring tourist trust is relatively comprehensive. It covers the different perspectives of destination stakeholders (management, travel agencies, staff, residents, other tourists, and cyberspace content) at both institutional and interpersonal levels. On the other hand, tourism research relies solely on trust by focusing on one or more groups of organizational stakeholders, such as the government, studied by tourism institutions and travel agencies or among tourists, residents, and travel guides. Measurement indices for each dimension also cover more components than similar previous studies. In addition, the proposed scale is presented with an overview. Unlike some previous studies, it has not been done with an emphasis on a specific type of tourism such as etourism, medical tourism, or shopping tourism. Thus, it is a more reliable scale for measuring various dimensions of trust.