Analysis of the Themes Affecting Value Creation Through E-Integrated Supply Chain of Tourism Services in Iran

Given the variety and complexity of end tourism products Supply chain integration is very important and can create value for all stakeholders. Despite the many barriers that prevent supply chain of tourism services in Iran to be integrated, there are also drivers that lead to integration. The development of information technology and the electronic supply chain play a key role in this process. In this paper, in order to analyze the themes that are effective on this topic, by using qualitative method, semi-structured interviews with experts are done and analyzed in MAXQDA software. Finally based on the findings, thematic network for value creation of value chain is plotted. Accordingly, the factors affecting supply chain integration include driving factors and barriers to integration. Integration of the supply chain with internal, external and customer dimensions can create value. The electronic supply chain can help creating value by a platform for collaboration, value creation, and the emergence of service integrators. But on the other hand, these platforms can also create value for the stakeholders or destroy or change values. Finally, integrated chains can create value by considering the requirements.