This study sought to develop a social media-based business model for Tourism industry. At the first stage, the main elements of the model were extracted from the related literature review and the Osterwalder and Pigneur’ s business model framework. At the second stage, to evaluate and prioritize the identified elements, a questionnaire was developed and administered on 119 experts who were selected through snowball sampling. The collected data were then analyzed, using Smart PLS software and the elements were imbedded in the model in order of their importance. Applying multiple case study method, the business model of seven Tourism companies who managed to successfully employ the potentials of social media to their benefit were analyzed in the final stage to validate the business model proposed by this study. The findings indicated that active presence in social media would affect the customer-related elements more than those of the supplier-related ones. In other words, the elements related to the relationship with customers, cost structure, value proposition, and distribution channels would be affected more than the elements related to revenue streams, key resources, key activities, and key partnerships.

Tourism is primarily a human activity that travels from origin to a destination for entertainment or business,Today, the development of Tourism in the Tourism industry is of great importance and has overshadowed various social and economic aspects. With the outbreak of the Corona virus in 2019, the world Tourism industry has been facing an unprecedented recession for more than two years. The development of virtual Tourism is one of the most important tools for success in e-commerce in the Corona era. The purpose of this study is to design a model for the development of virtual Tourism in the Iranian Tourism industry. The number of samples in this study was 8, which was done using 2 non-probability targeted methods (judgmental) and snowball method. This basis is the explanation of the virtual Tourism development model in the Iranian Tourism industry. In this regard, using the data theorizing of the foundation, the final model including 11 categories and 31 concepts has been obtained.

This study aimed to validate a structural model of smart Tourism by examining the impact of multiple technological, behavioral, and managerial constructs on the development of smart Tourism in Kish Island, Iran. The research employed a quantitative design using a descriptive-correlational strategy and structural equation modeling (SEM) to evaluate the proposed model. A two-stage sampling method was applied: first, cluster sampling was used to randomly select 30 hotels from 51 active establishments in Kish Island,second, simple random sampling was used to select tourists from these hotels. Out of 311 distributed questionnaires, 273 were deemed valid and analyzed. A 45-item smart Tourism scale developed by the researchers was used for data collection, with its content validity confirmed by experts (CVI = 0. 82). Cronbach’s alpha, composite reliability (CR), average variance extracted (AVE), and discriminant validity tests were conducted to ensure measurement reliability and validity. Data were analyzed using SPSS-24 and SmartPLS-3. All eight independent variables—perceived value, economic development, smart technology, tourist behavior, complementary activities, destination capability, information management, and smartification—had statistically significant effects on smart Tourism. Smart technology (β = 0. 269, p < 0. 001) and economic development (β = 0. 199, p < 0. 001) showed the strongest influences. model fit indices, including AVE (>0. 50), CR (>0. 70), and goodness-of-fit (GOF = 0. 725), confirmed the model’s validity and predictive power. Discriminant validity was also established using the Fornell-Larcker criterion. The validated smart Tourism model demonstrates that technological infrastructure, managerial readiness, and tourist-centered strategies are essential for developing smart Tourism destinations. These findings offer both theoretical insight and practical guidance for enhancing Tourism innovation, competitiveness, and sustainability in similar regional contexts.

Purpose: Due to the great damage that Corona has inflicted on the Tourism industry, neglecting the future of Tourism marketing can pose a serious challenge to this industry and economy and have irreparable consequences. The purpose of this study is to identify key factors, drivers and future scenarios of the Tourism marketing.Method: The present study is applied-developmental in terms of purpose, descriptive-analytical in nature and mixed (qualitative-quantitative) in terms of methodology. The method of this research is scenario writing using MicMac software to identify key drivers and scenarios with Wizard scenario software.Findings: First, the future trends and meta-trends of post-corona Tourism marketing were identified, of which 41 key trends and 8 meta-trends were identified. According to experts, 19 key factors in the future of Tourism marketing in post- corona were identified using the cross-impact analysis and questionnaire completion. Then, using the cross-impact analysis questionnaire and with the help of the Wizard scenario software, two groups of favorable and unfavorable scenarios were identified.Conclusion: Based on the research results, there are two favorable scenarios and two unfavorable scenarios that can help marketing and Tourism policy-makers and decision-makers to take into account the effective factors and scenarios proposed for proper planning of industry in the post-Corona era.