Document Type : Original Article (Quantified)
Authors
1
Department of Cultural Management and Planning, Kish International Branch, Islamic Azad University, Kish, Iran.
2
Department of Cultural Management, Tehran North Branch, Islamic Azad University, Tehran, Iran.
3
Department of Industrial Design, Tehran West Branch, Islamic Azad University, Tehran, Iran.
4
Department of Cultural Management, Tehran South Branch, Islamic Azad University, Tehran, Iran.
5
Department of Industrial Design, Yadegar-e-Imam Khomeini (RAH) Branch, Islamic Azad University, Tehran, Iran.
Abstract
The purpose of this study is to present an intelligent model for the sustainable utilization of cultural heritage, with a focus on the creative economy and AI-driven museology. In terms of purpose, this research is applied, and regarding the methodology, it is quantitative. The statistical population consists of employees of the Ministry of Cultural Heritage, Tourism, and Handicrafts, numbering approximately 1,500 individuals. The sample size was estimated at 305 based on Cochran’s formula, and sampling was conducted using stratified and convenience methods. Data collection was performed using a researcher-made questionnaire. Following data collection, statistical analysis was conducted at two levels: descriptive analysis (using indices such as frequency, percentage, and mean) and inferential analysis (confirmatory factor analysis), utilizing SPSS 22, Lisrel 8.54, and Excel. The significance of the coefficients and parameters obtained for the dimensions of the intelligent model for sustainable utilization of cultural heritage, based on the creative economy and AI-driven museology, confirmed that all coefficients are significant. The findings from the dimension analysis indicate that among the components of the intelligent model, the dimension of “Expanding Digital Museology” holds the highest contribution (0.94), while the dimension of “Creating Innovation and Creativity in Tourism” holds the lowest contribution (0.73) in explaining the model for the sustainable utilization of cultural heritage based on the creative economy and AI-driven museology.
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