Technology-based Value Creation Processes in Tourism Agenciesʹʹ Business Model

Regarding the increasing effect of technology on the nature of the businesses, on the one hand, and the importance the role of technology in the business models and monetization, this study, at first, was conducted to assess how the tourism agenciesʹ activities are technology-based; after that, to analyze their business model concerning the extent to which their activities are based on technology. This is a survey-descriptive study in which data collected by an author-made questionnaire and secondary data. SPSS 19.0 was utilized to analyze data collected form Tehranʹs tourism agencies formed the population of the study. According to the results, tourism agencies in which most of their activity are relied on technologies had a more efficient business model in terms of the variety of services and the ways to earn money which are the main goal of a business model.