Designing a homogeneous heterogeneous ecosystem model in the tourism industry

The aim of the current research is to design a model of a heterogeneous co-creating ecosystem in the tourism industry from the perspective of experts, managers and employees, customers and tourism agencies, which is based on the data theory of the Strauss and Corbin Foundation. Using the purposeful sampling method, semi-structured interviews were conducted with three groups of experienced experts including 21 managers and employees of Shiraz hotels, 15 customers and 15 managers of tourism agencies. The data was extracted and analyzed in three stages of coding (open, central and selective). The result obtained was 29 general categories, which in the form of a paradigm model include causal factors (customers' co-creation, suppliers' co-creation, managers' co-creation, employees' co-creation), contextual factors (customers' personality traits, employees' characteristics, technological advances) hotel, characteristics of managers and industry characteristics), intervening factors (obstacles related to the hotel, barriers related to the industry and national barriers), strategic factors (improving communication mechanisms with ecosystem actors, improving communication mechanisms between ecosystem actors together , increasing the satisfaction of ecosystem players, clarifying the processes of providing services to customers) and consequences (consequences for the hotel, consequences for customers, consequences for employees and consequences for the society). The operationalization process of the homogeneous heterogeneous ecosystem model and the relationships between categories and their dimensions are depicted by this model.