رحیم صادقی

Abstract

This study aims to identify and prioritize qualitative factors influencing the proposed value in startups within the tourism industry. Given the pivotal role of proposed value in attracting customers and ensuring the success of startups, this research delves into the qualitative factors that can impact the proposed value. The study employs an applied research approach, utilizing a mixed qualitative-quantitative method, specifically thematic analysis. Data were collected through in-depth, semi-structured interviews with ۱۰ entrepreneurs, managers, and startup owners in the tourism sector.

In the first phase, the interview data were analyzed, resulting in the extraction of ۱۷۸ specific codes. These codes were subsequently categorized into ۵۷ sub-groups and ۹ main groups. The thematic analysis revealed the following ۹ key variables as critical factors influencing the proposed value:

۱.   Service Design

۲.   Human Resources

۳.   Perceived Value

۴.   Customer Satisfaction

۵.   Reliability

۶.   Leadership Quality

۷.   Aesthetic Appeal

۸.   Core Services

۹.   Supplementary Services

In the next phase, the Interpretive Structural Modeling (ISM) method and MICMAC software were used to analyze the impact and prioritize these factors. The results indicated that service design, human resources, and supplementary services were top priorities, while perceived value and customer satisfaction were of medium priority, and the remaining factors were of lower priority. Additionally, core services and supplementary services were identified as new factors that had not been comprehensively addressed in prior literature.

The findings of this study can assist tourism industry managers and entrepreneurs in enhancing their proposed value by focusing on the identified qualitative factors, thereby increasing the competitiveness and success of their startups. This research also contributes to expanding the existing literature on proposed value and the qualitative factors influencing it.