Perception of Rural Communities on the Components of Smart Tourism Destinations: A case study of Qom Province

A B S T R A C T
Given the significant role of technology in tourism, addressing amortization is crucial for the growth and development of this sector. As the tourism industry is the primary factor influencing the economy of Qom province, the present study assesses villagers' perceptions regarding the components of smart tourism in 12 tourist destination villages within the province. This research employs a descriptive-analytical methodology based on a questionnaire and statistical analysis. The dimensions for measuring the "smartness" of a geographical area are evaluated using the Cohen model, which includes six distinct dimensions. The unit of analysis consists of rural households residing in the tourist destination villages of Qom province. The sample size was determined to be 222 households using the Cochran formula, and the reliability of the research tool was confirmed with a Cronbach's alpha coefficient of 0.76. The results indicate that, according to the villagers' perceptions, the tourism target villages in Qom province currently rank at a weak and undesirable level regarding smart village components. On a Likert scale, the average scores for the various components are as follows: smart economy (1.7), smart people (2.2), smart environment (1.8), smart governance (2.3), smart life (1.9), and smart mobility (2.2). Overall, the average evaluation of smart development in the rural tourism destinations of Qom province is 2.07, which is lower than the theoretical median. Consequently, the tourism destination villages in Qom province have made significant progress in achieving true "smartness." Since a prerequisite for advancing rural tourism destinations is access to smart tools, particularly information and communication technology (ICT), it is essential to take effective measures to ensure access to these tools before implementing any further actions
Extended Abstract
Introduction
Rural tourism has gained international recognition as a significant activity. Its importance is often described as an economic solution for rural areas, enhancing livability in remote regions, revitalizing settlements, improving living conditions in rural communities, and acting as a catalyst for these areas' reconstruction and socio-economic development. Qom province possesses great potential for rural tourism due to its strategic location as a transportation hub and its rich array of natural, scientific, cultural, and historical attractions. Currently, the twelve designated tourist villages in this province offer favorable leisure opportunities for urban residents of Qom, as well as a large influx of primarily religious tourists visiting the region. These villages boast appealing ecological and spatial characteristics However, numerous challenges remain despite the high potential and capacity for rural tourism. One recommended strategy is the smart development of rural tourism destinations. Based on Cohen's model, which identifies six dimensions for measuring the intelligence of different geographical areas, this study investigates villagers' perceptions of the components that define smart rural tourism destinations.

Methodology
The research method utilized in this study is descriptive-analytical and applied in terms of its purpose. The study identifies the dimensions of smart rural tourism destinations and defines their indicators using a documentary method. The statistical population consists of the tourism target villages in Qom Province. According to data from the General Department of Cultural Heritage, Handicrafts, and Tourism of Qom Province in 1401 (Persian calendar), there are 12 tourism target villages in the province, all of which were analyzed. Using the Cochran formula, a sample size of 222 rural households was selected, with the distribution method adjusted according to the size of households in each village. The concept of a smart village was quantified using 44 indicators categorized into six dimensions: smart governance, smart environment, smart dynamics, smart economy, smart people, and smart life, all measured on a Likert scale. Notably, the scale used for the dimensions in the smart village structure was refined from a ranking system to an interval scale. A Cronbach's alpha coefficient of 0.76 indicates the desired reliability of the research tool. A one-sample t-test and analysis of variance (ANOVA) were performed for data analysis using SPSS software.

Results and discussion
The results of the one-sample t-test indicate that the tourism target villages in Qom province exhibit a weak and undesirable level regarding the components of a smart village. The average scores on the Likert scale for various smart components are as follows: smart economy (1.7), smart people (2.2), smart environment (1.8), smart governance (2.3), smart life (1.9), and smart mobility (2.2). All of these scores are below the theoretical median and classified as low. Overall, the average score for smart development in rural tourism destinations in Qom province is 2.07, which is considered undesirable. Additionally, the average for all smart components across the studied villages is low, categorized as low or very low. According to the one-way analysis of variance test results, the differences in residents' perceptions of the components of smart tourism destinations are significantly lower than average, indicating weaknesses in these areas. Among the villages assessed, Fordow has the highest average score at 2.44, while Bidhand has the lowest average at 1.85.
The villages of Qom province, a popular tourist destination, have a long way to go before they can be considered smart villages. One of the key prerequisites for transforming rural tourism destinations into smart villages is the availability of smart tools, including information and communication technology (ICT). Before taking any action, it is essential to implement these tools effectively. A smart village requires a suitable technological infrastructure with advanced facilities, such as high-speed internet, modern communication networks, and efficient information systems. Unfortunately, many villages currently have only limited access to these infrastructures. Significant investment and development in technological infrastructure, as well as the creation of smart software, equipment, and tools, are necessary, all of which can be costly. Additionally, there needs to be a shift in decision-makers’ mindsets concerning the acceptance of new and smart technologies.
 
Conclusion
Rural residents' average perception regarding smart tourism destinations' components is relatively low. To foster smart development, it is essential to ensure favorable access to information and communication technology (ICT) in these tourism destinations. Access to ICT is the foundation for smart development in rural areas. Promoting smart tourism technology in these regions depends significantly on government commitment. Addressing the existing challenges requires the government to implement appropriate policies to bridge digital gaps, increase the adoption of smart tourism technologies, and establish capacity-building programs in this area.
 
 
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.