Investigating the Status and Prioritization of Affecting Strategic Drivers on Future of Home Businesses in the Field of Tourism: The Case Study of Qeshm Island

Abstract

Objective: Home businesses can play an effective role in tourism development. Therefore, the current research was conducted with the aim of investigating the status and prioritization of affecting strategic drivers on future of home businesses in the field of tourism.   Methodology: This research was quantitative from type of descriptive. The research population was managers and experts in the field of home businesses in the field of tourism with number 1400 people, which based on the Krejcie and Morgan table number of 300 people of them were selected as a sample with using random sampling method. The research tool was a researcher-made questionnaire of future of home businesses in the field of tourism in seven components of political, social, technology development, service quality improvement, cooperation with local communities, communication networks development and brand development drivers, which its face validity was confirmed by the opinion of experts and its reliability was obtained by the Cronbach's alpha method higher than 0.80. The data of this research were analyzed with one-sample t-test and Friedman test in SPSS software.   Findings: The results of one-sample t-test showed that all seven drivers of political, social, technology development, service quality improvement, cooperation with local communities, communication networks development and brand development were effective on the future of home businesses in the field of tourism (P<0.001). Also, the results of Friedman test showed that the drivers of political, technology development, social, cooperation with local communities, communication networks development, service quality improvement and brand development were more effective on the future of home businesses in the field of tourism, respectively (P<0.001).   Conclusion: According to the results of this research, for the growth and development of home businesses in the field of tourism can be prepared the ground for the drivers of technology development, service quality improvement, cooperation with local communities, communication networks development, brand development, political and social.