Identifying the components of Tourismsmartization in Iran

The purpose of this study is to identify the components of smart tourism industry in Iran through mixed method. In the qualitative section, in the qualitative section, the statistical population consisted of tourism industry managers. 13 depth interview was conducted. Data analysis was performed in the qualitative part by conventional qualitative content analysis method using MaxqDa software. In the quantitative section, the statistical population consisted of experts from travel agencies as well as tourists from these three cities. 390 respondents were selected by using Cochran formula and random sampling method Structural equation modeling with partial least squares (PLS) approach was used for data analysis.The results of confirmatory factor analysis showed that all observable variables were significant and confirmed at the 0.05 level. The results identified four components: smart governance, socio-cultural empowerment, development of using new smart technologies and comprehensive smart tourism services.