Structural model of businesses with e-commerce innovation of tourism services companies in northern Iran

This research has been carried out with the aim of providing a framework of e-commerce businesses in tourism service companies in the northern region of Iran. For this purpose, after reviewing the previous studies in the field of e-commerce readiness in business with regard to the economic environment and choosing the appropriate model, the model indicators were placed in the hands of the experts in the form of a questionnaire and with the help of the fuzzy screening method, 40 indicators for Continuation of the final work. In order to confirm the fit of the main research model, the structural equation method and smart PLS 3 software were used, and due to the non-establishment of the criteria of the measurement section for the research model, it was modified by removing 5 indicators from the total of 40 indicators in the main model, which finally resulted in 31 indicators in The final model was approved. According to the final model with 5 main factors in order of priority including: the requirements of the business economic environment, business performance indicators, business related technology index, indicators within the business and business model indicators of e-commerce innovation was formed