In the 21st century, the growth of new technologies, especially in tourism, is inevitable. The development of information and communication technology has also caused significant changes in tourism behavior. The current research is devoted to the analysis of the effecti More
In the 21st century, the growth of new technologies, especially in tourism, is inevitable. The development of information and communication technology has also caused significant changes in tourism behavior. The current research is devoted to the analysis of the effective factors on value co-creation through technologies equipped with artificial intelligence and knowledge management in the tourism industry. This research is descriptive-correlation type. The statistical population of the research consists of employees and experts of the tourism industry, and 190 sample members were randomly selected. Data were analyzed using spss software and partial least squares method and Smart PLS software. were analyzed. Customer-based factors with a coefficient of 0.364 on the effectiveness of value co-creation, technology equipped with artificial intelligence with a coefficient of 0.802 on customer-based factors and with a coefficient of 1.097 on the effectiveness of value co-creation, and finally knowledge management with a coefficient of 0.540 The effectiveness of value co-creation has a significant impact. And customer-based factors with a coefficient of 0.292 were able to mediate the relationship between technology equipped with artificial intelligence and the effectiveness of value co-creation. Examining the results of this research showed that the significant effect of customer-based factors, technologies equipped with artificial intelligence and knowledge management on the effectiveness of value co-creation was confirmed. And customer-based factors were able to mediate the relationship between AI-enabled technologies and value co-creation effectiveness. Finally, technologies equipped with artificial intelligence were able to mediate the relationship between customer-based factors and the effectiveness of value co-creation.
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