Identifying the components of the electronic business model in the tourism industry and its application in Iran

Master's Thesis in Tourism Management

Trend of Tourism Development Planning

Abstract

In this research, using Hedman and Kaling's conceptual model of e-business, it intends to present an ontology for the e-business model in the tourism industry. Based on this, in this thesis, the components of the tourism business model are first explained based on the seven components of the selected model, and then different types of electronic business models related to each of the components of the model that are applicable in the tourism industry have been identified. Also, through expert polls, study the possibility of implementing each of the types introduced from the previous stage in Iran and confirm the accuracy of the results by comparing with real and successful examples in Iran or report the difference of opinions. According to the research results, 22 e-business models that can be used for the tourism industry were identified. Among these, 16 implementable models were identified in Iran, and only 8 models had real examples in Iran.

Keywords: E-business model, ontology, tourism, market, supply, activity, resources

Keywords: E-business model, Ontology, Tourism, Product Market, Offering, Activity, Resources.

Chapter One

Research outline

1-1-Introduction

The development of the Internet in the 1990s caused a revolution in the use of information and communication technology in the tourism industry, and the scope of tourism expanded day by day through electronic markets in the world (Bohalis [1], 2015). E-business models [2] are concepts or frameworks by which companies can use the Internet to implement their strategies to achieve a superior position in the market, create specific markets, increase the value provided to stakeholders and stabilize the business over time (Long and Harrison Walker [3], 2003). Today, business models in electronic commerce are continuously emerging (Osterwalder and Pigner[4], 2002). In such a situation, in order to increase the effectiveness and efficiency of exchanges in the tourism market and provide a wide range of services in one place, the tourism market needs electronic business models that are different from the physical product market (Jove[5], 2002).

The tourism industry is one of the most successful fields in the electronic market. Because it is a customer-oriented industry in which services and information play a big role in its exchange process (Jove, 2002). The Internet has changed the behavior of potential customers and has made it possible for them to obtain information directly and organize their travel and travel products. Today, we see a growing increase in changes in the quantity and quality of tourism products (Levy [6], 2008). Potential travelers need comprehensive information about the desired destination and need support and reliable information to plan their trip (Jove, 2002).

The value creation process in tourism is also changing. Tourism products consist of a complex set of activities that are created by the cooperation of many actors in different places and times. The formation of these products is not staged or linear, but based on two-way interactions between actors (Levy, 2008). The successful supply of the tourism industry depends on coordinating the quantity and quality of services provided by these components with an emphasis on meeting the needs of different markets (Dasville[7], 2018). The benefit of e-commerce for tourism businesses is to provide more efficient management of industry components to facilitate the provision of services to tourists. But in creating an electronic business[8], the first step is to achieve a comprehensive and common understanding of it (Gerdin[9], 2005). Therefore, the ontology of the electronic business model has been considered in this thesis in order to create a reference model in the tourism industry.

2-1- Statement of the problem

In the current business environment, research on business models and their strategies is very important from the point of view of theorists and tourism industry activists (Joo, 2002). Gerdin, Osterwalder, Pigner, Hedman and Kaling[10] are people who have taken steps towards the ontology of the electronic business model with the conceptual modeling of the electronic business model.

In line with the activities of these people, the main issue of this research is the ontology of the electronic business model of tourism so that tourism activists can choose a suitable set of different types of electronic business models at any level of activity.

For this purpose, this research aims to describe the ontology of the business model introduced by Hedman and Kaling in the tourism industry. Then, to identify different types of electronic business models that are related to each of the components of the Hedman and Kaling model and are examples in the tourism industry. Also, through expert polls, study the possibility of implementing each of the species introduced from the previous stage in Iran and confirm the accuracy of the results by comparing them with real and successful examples in Iran or report the difference of opinions. In the theoretical aspect, identifying the components of business models in today's dynamic and uncertain business environment is necessary because:

The process of modeling social systems - such as an electronic business model - helps to identify and understand the related elements and their relationship in a specific domain.

Using conceptual electronic business models helps managers to share their understanding of an electronic business with other stakeholders in share the decision-making process.

The drawing and application of e-business models as the basis of a negotiation will facilitate change in the organization. Business model designers can easily modify some elements of an existing e-business model.

A reference e-business model can help identify relevant criteria for use in an e-business.

E-business models can help managers simulate e-businesses and learn from them. This issue is a method of conducting risk-free experiments and learning from the consequences of possible decisions, without endangering an organization (Strowalder and Pigner, 2004).

From a practical point of view, this research can help to implement and improve the electronic business environment in Iran's tourism industry by identifying the components of electronic business models in Iran's tourism industry and checking its feasibility, in addition to developing theoretical knowledge in this field.

4-1- Research objectives

The scientific purpose of this research is to identify each of the corresponding components of the conceptual business model provided by Hedman Vocational, including: suppliers, resources, management area, organization and activities, physical product (tangible), price, services, customers and competitors; And also identifying the types of electronic business model corresponding to each component in the tourism industry. Achieving this goal has developed the literature of e-business models in tourism and facilitates the necessary platform for conducting future research in various business model sectors. The practical purpose of this research is to investigate the possibility of realizing e-business models defined in Iran's tourism industry from the experts' point of view. Achieving this goal introduces exploited and exploitable e-business opportunities to those interested in implementing tourism e-business in Iran. 5-1- Research questions The main questions of this research are: 1.         What is the translation of the components of the business model proposed by Hedman and Kaling in the tourism industry?

2.         According to experts, how is it possible to realize or implement electronic business models related to each of the defined components in Iran?

3.         What are the examples of the use of electronic business models in Iran's tourism industry? 6-1- Scope of research This research can be discussed in terms of territory in three areas: thematic territory, spatial territory and temporal territory.

2-6-1- The spatial scope of the research

This research focuses on Iran's tourism industry and examines the realization of electronic business models in the space of this industry.

3-6-1- The temporal scope of the research

The research was carried out in the winter of 2013.

7-1- Conceptual definition of words

Ontology.