Designing a Geomarketing Model Based on Blockchain Technology in the Ttourism Industry

With the advancement of technology and the increasing use of spatial data in the tourism industry, attention to geomarketing and the application of innovative technologies like blockchain for optimizing geomarketing has become essential. This research aims to design a blockchain-based geomarketing model in the tourism industry. The study employs a mixed-methods approach, encompassing both quantitative and qualitative aspects, and is considered applied research. The statistical population includes tourism marketing experts, information technology specialists, and tourism managers, selected through purposive sampling. Data collection and the identification of key concepts were conducted using semi-structured and unstructured interviews. Creswell's model was applied alongside content validity assessment and intra/inter-coder reliability evaluations to ensure research validity. The study follows the grounded theory approach using Strauss and Corbin’s method, extracting a model through a three-stage coding process (open, axial, and selective) that includes causal, contextual, and intervening conditions, identifies the central phenomenon, proposes geomarketing strategies, and outlines their consequences. According to the research findings, given the complexity and large volume of location-based data in the tourism industry, implementing this technology can significantly enhance information management for more effective geomarketing. The study concludes that for companies to implement blockchain-based geomarketing in the technological era, strategies such as technology policy-making, infrastructure development, and digital onboarding must be adopted.