Recognizing the Business Models Types in Tourism Agencies: Utilizing the Cluster Analysis

Success in a business depends on different factors. One of these factors is design and implementation of a unique business model. This model is representation of a pattern commercializing innovations and ideas. Indeed, this model illustrates the profitability boundaries caused by innovations. Hence, this study was conducted to recognize the business model types used by Tehran's Tourism agencies. The main question of the study is what kinds of business model are used by Tehran's tourism agencies? The utilized framework to analysis the business models, in this study, comprises four dimensions service, target market, infrastructure management, and financial aspects. This study was conducted in Tehran's tourism agencies in 2014 (n=110). A questionnaire was administered for data collection. Hierarchical clustering using SPSS 19.0 used to analyses data and acquires the main purpose of the study. Findings revealed that Tehran’s tourism agencies, mainly, use three kinds of business model which are Financial Model Based Business Model, Customer Based Business Model, and Service Based Business Model. It was also illustrated that most of Tehran's tourism agencies were utilizing Service Based Business Model