The role of e-commerce in the development of entrepreneurial opportunities in Iran's urban and rural tourism sector

This research is qualitative-quantitative in nature and is applied according to the purpose of the research. First, through the literature and research background and 26 theoretical and experimental experts using non-random snowball sampling method, dimensions and components of economic entrepreneurship opportunities model with e-commerce approach in the field of banking were extracted. Then they were identified and determined by fuzzy Delphi technique in the form of 6 main dimensions and 23 sub-dimensions. In the next part, to determine the importance of each of the identified components, after designing the questionnaire in the form of fuzzy hierarchical analysis, they were ranked using fuzzy AHP method. In the next step, the current and optimal status of each of the dimensions and components of the research in the study areas were evaluated by t-test. Using ISM interpretive structural modeling technique, leveling the factors affecting economic entrepreneurship opportunities with the e-commerce approach in the field of banking at four levels, respectively; The first level is organizational factors (high dependence and low influence), the second level is opportunity recognition factor (high dependence and low influence), the third level is economic, environmental, technological factors (high influence and low influence) and the fourth level is institutional factors (influence). High and low impact). In the quantitative part of the research, the causal relationships between the components of entrepreneurial opportunities with the e-commerce approach and the fit of models were examined.