Document Type : Exploratory
Author
.Associate Professor of Business Management, Tehran, Iran
Abstract
This qualitative study aims to design and articulate an intelligent digital ecosystem model tailored for the Cultural Heritage, Handicrafts, and Tourism Organization within the Web 4.0 environment. Drawing upon grounded theory methodology, data were collected through in-depth semi-structured interviews with 35 senior managers, digital experts, and cultural heritage specialists. The data analysis unfolded through open coding (yielding 185 primary codes), axial coding (identifying 25 key concepts), and selective coding (refining six major categories). The model’s causal conditions include the globalization of Web 4.0, rising customer demands for digital engagement, international competition, the need to digitally safeguard cultural assets, technological disparities, and the growing requirement for digitally skilled personnel. Contextual factors affecting the model’s development encompass limited infrastructure, budgetary constraints, multicultural user expectations, governmental support, and the local innovation ecosystem. At the heart of the model lies the core phenomenon: the formulation of a centralized and intelligent digital ecosystem aligned with Web 4.0 standards—featuring integrated platforms, centralized data governance, and adoption of international benchmarks. Intervening conditions such as managerial competencies, financial-economic policy challenges, organizational dynamics, and workforce readiness shape the strategic response. The proposed strategies include the implementation of augmented reality training, development of smart tourism platforms, partnerships with knowledge-based firms, cybersecurity framework design, AI-enabled chatbot deployment, and attracting external investment. The anticipated outcomes of this intelligent ecosystem include improved user satisfaction, cost-efficiency, enhanced institutional image, new revenue channels, digital documentation of cultural artifacts, and increased organizational transparency. This study contributes a localized, actionable model for intelligent digital transformation within cultural organizations, particularly those operating in emerging economies. Keywords: Smart model, Digital ecosystem, Cultural heritage, Web 4.0, Strategic transformation
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