Analyzing the Role of Influencing Factors on Value Co-Creation through Technologies Equipped with Artificial Intelligence and Knowledge Management in the Tourism Industry

In the 21st century, the growth of new technologies in all fields, especially tourism, is inevitable. Also, in this era, many service theories are being revised, and their practical presentation is also changing according to the new logic, and the continuous progress in the development of information and communication technology has also caused significant changes in tourism behaviors. Intelligence in tourism is a new generation of information and communication technology to predict and respond appropriately to the individual needs of tourists and the effective use of tourism resources in tourism destination(s), public sharing of tourism information and experience, and promoting the integration of social resources. Therefore, in the current research, the effective factors on value co-creation through technologies equipped with artificial intelligence and knowledge management in the tourism industry are analyzed.

This study is applied in terms of purpose, and from the point of view of data collection, this study is in the field of descriptive survey research. The statistical population of the current study consists of tourists and experts in the tourism and hospitality industry, and 190 sample members were available, and the questionnaires were completed. In this research, two library and field methods were used to collect data, and the variables investigated in the present study were measured through polling using "localized electronic questionnaire". To measure customer-based factors with 8 items; technologies equipped with artificial intelligence with 5 subjects; Knowledge management with 4 items and finally the effectiveness of value co-creation with 6 items, based on the 5-option Likert spectrum, have been used. Also, the face validity of this questionnaire has been confirmed by the opinion of professors and experts in this field, and its content validity with the relative content validity index based on the opinions of 10 experts who are knowledgeable about the research topic, and its reliability or validity has also been confirmed with the help of Cronbach's alpha coefficient test.

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 0 has a significant effect on the effectiveness of value co-creation. 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.