The Role of Digital Technology on the Formation of a Positive Mental Image in Urban Tourism Destinations: the Case Study of Ardabil City

A B S T R A C T
Today, digital technology has taken over the marketing world in all areas. Access to accurate content through digital technologies can have a positive role on the mental image of tourists. The importance of this for the managers of the tourism industry is also clear. The current research was written with the aim of investigating the role of digital technology on the positive mental image in the tourist destinations of Ardabil using quantitative and qualitative methods and in terms of practical purpose. The statistical population of the research in the qualitative phase are experts in the field of tourism and marketing in Ardabil, 15 experts were selected by targeted sampling. The data collection tool was an interview. In the quantitative phase, there were senior, middle managers and senior and doctoral students in the field of tourism and marketing, 385 people were included as the sample size. Data analysis was done with SPSS, Amos software. By examining and categorizing the descriptive data obtained from the interviews, 23 indicators and 3 dimensions of semantic image, physical image, and social image were identified. The results of the research showed that the most important issue in the discussion of digital technology on the mental image of tourists is the emphasis on the semantic image in which identifying the goal and determining its stages and the mental and psychological well-being of the audience play an important role. In fact, with the advent of information and communication technology, it has become possible to understand their needs and goals on the internet and online, in addition to identifying the audience. This helps each person to receive their desired preferences and interests according to their time and place conditions.
Extended Abstract
Introduction
Today, tourist destinations must have solutions that meet the demands of tourists in order to provide more value and gain a competitive advantage. One of the strategies recommended by marketing experts to attract more market share in this industry is to create a powerful digital technology for the correct and logical introduction of tourist attractions. Many tourist destinations still need to be able to create a proper image of themselves in the minds of tourists and attract the desired behavior of tourists. One of the most important causes of this issue is the need for knowledge of tourism agents about the value of tourists' participation and how to participate in tourism activities, the mismatch of services and products provided with tourists' needs and wants. Ardabil city in terms of historical and touristic attractions, beautiful nature, warm and hospitable people, and cool weather, especially in the summer season (average temperature in summer reaches 19 degrees Celsius), green plains, lakes, and warm waters and Hiran Pass have attracted many tourists, and with 40 thousand years old and more than 1500 historical and ancient works along with hundreds of other advantages, it is one of the most important tourism goals of the country. Considering the existence of many natural and historical attractions in Ardabil, and on the other hand, considering the boom in tourism and the greater desire of people for tourism in the last few decades, the tourism organizations of Ardabil province must provide digital and modern technology services and make a positive mental image of tourists in order to attract more of their share of tourists. The current research discusses the role of digital technology as one of the most important and effective key variables in forming a positive mental image in urban tourism destinations. The issue that is raised is whether the tourism organizations in Ardabil provide their services according to the needs of the day and digital technologies, whether it has a model of the role of digital technology on the positive mental image of tourists, and
whether they are aware of the impact of digital technologies on the positive mental image of tourists and the development of tourism in Ardabil. According to the issues raised in the present research, an effort has been made to identify the most important dimensions and components that effectively create a positive mental image of tourism, one of these important components of digital technology. Therefore, an attempt has been made to answer the following question:
- What is the role of digital technology on the positive mental image of tourists?
 
Methodology
The current research is exploratory and descriptive-analytical in terms of applied purpose. The method of collecting documentary-field data and its tools were questionnaires and interviews. The statistical population of this research includes experts and policymakers of tourism in Ardabil province and top professors and researchers in the field of tourism in the province. Non-random and purposeful sampling was used to determine the sample size, focusing on the expertise and knowledge of experts. Based on the snowball method, 35 people were invited to cooperate as a research sample. The main method of data collection was in-depth and unstructured interviews with experts. In these interviews, the researcher tried to raise questions about the role of digital technologies in the tourism industry with a soft input, and in this way, to get the basic concepts for designing the model. The analysis method was qualitative-quantitative, and Kendall's correlation coefficient methods were used. Finally, structural equations and Amos software were exerted to check the role of the independent variable on the dependent variable.
 
 Results and discussion
After going through the questionnaire and interview and removing and adding indicators by the participants and after the Kendall coefficient test, finally, 23 indicators of the final model of positive mental image with emphasis on digital technology in the field of tourism in Ardabil province were classified in 3 dimensions. Semantic image categories with indicators such as determining the final goal, the steps to reach the goal, self-awareness, mental well-being, psychological well-being, peace, psychological resilience, and positive perceived stress. Physical images with indicators such as creating multi-sensory images, publishing real images, focusing on visible changes, enjoying nature, creating exercise and wellness, social resilience, and general mental health. Social image with indicators such as using affirming language, success-oriented language, creating a sense of enjoying time with family or friends, creating a sense of the romantic situation, creating an atmosphere of happiness and joy, creating interest and enthusiasm, a sense of compassion, and creating emotional states. After going through the skewness and kurtosis test and Bartlett's test with AMOS software, the results showed that Bartlett's test's significance level (Sig) equals 0.000 and less than 5%. Also, since the value of the KMO index equals 815. 0 is (close to one), the data fit is good for factor analysis. We can have confidence regarding the quality of the measurement model for the complete sample.
 
Conclusion
Based on the results of the research, it was found that the main core in the direction of institutionalizing digital marketing in the tourism industry in Ardabil city is, on the one hand, the serious determination of the management to use digital marketing tools and increasing the share of the province in the tourism market, and on the other hand, the mental image of tourists towards a tourist destination. The results of this research show that the most important and main issue in the discussion of the positive mental image of tourism with an emphasis on digital technology is the semantic image in which digital marketing tools and audience identification play an important role. The correct understanding of the audience and their expectations and needs, as well as the use of digital tools that facilitate meeting their needs, directly impacts the positive mental image of tourists and, consequently, the development of tourism. Therefore, it is necessary to determine the appropriate approach for this tourism category. In fact, with the advent of information and communication technology, it has become possible to understand the audience's needs and create content on the internet and online. This can help each person to receive their desired preferences and interests according to their time and place conditions.
 
Funding
There is no funding support.
 
Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.
 
Conflict of Interest
Authors declared no conflict of interest.
 
Acknowledgments
 We are grateful to all the scientific consultants of this paper.