فهرست مطالب شکوفه اسدی

With the advent of social media technology and new marketing conditions, developing a strong relationship with customers has become more important. Customer relationship management is a business strategy based on relationship-oriented marketing as well as a business strategy with the approach of establishing long-term and sustainable relationships with customers according to their conditions and behavior patterns. The purpose of this research is to investigate the impact of using social media on the performance of social customer relationship management.

Design/methodology/approach: 

This study is correlational and descriptive research in terms of its practical purpose and method. The sampling method of the research is due to the limited size of the statistical population of the census, in which 171 questionnaires were distributed. The structural equation software (PLS) was used to check research hypotheses.

The findings showed that customer-oriented management systems and auxiliary variables directly affect social customer relationship management capabilities. Social customer relationship management capabilities have a positive effect on customer relationship performance, but the effect of using social media technology on communication management capabilities with social clients is not confirmed.

The obtained results showed that the customer orientation management system has a positive effect on social customer relationship management capabilities, and also the researchers know customer relationship management and management insight related to the effectiveness of social media in the use of technology. Therefore, creating an effective social customer relationship management strategy (Social CRM) helps managers improve customer satisfaction and maintain long-term relationships with customers to achieve organizational goals. Therefore, creating and developing an efficient and effective social customer relationship management strategy should be one of the key goals for hotel managers. 

Originality/value: 

According to the review conducted in internal research, little research has been done in the field of Social CRM in the tourism and hotel industry. Therefore, in the current research, emphasizing this case, the auxiliary variables affecting the organization, including employee training, management support, and organization size, were examined to investigate customer communication capabilities on the performance of customer communication in the hotel industry.

Social networks have provided a convenient platform for communication between users due to their ease of use and they have infiltrated people's social life with great speed. The purpose of this study is to investigate the factors affecting the sharing of travel experience in social networks, which are classified into two categories of facilitators and deterrents. Perceived pleasure, altruism and self-fulfillment variables as facilitators and personal variables, relationships, security reasons, and privacy were examined as deterrents. The present research is applied in terms of purpose and descriptive and correlational in terms of data collection. The statistical population of the study included tourists and visitors to the tourist destination of Babolsar city. The statistical sample was calculated based on Cochran's formula of 384 people. Simple random sampling method was used to select the sample. Data were collected through the distribution of a questionnaire. Data analysis was performed using SPSS24 and SmartPLS2 software package. Findings indicate the importance of the effect of deterrents and facilitators on sharing travel experiences on social networks and the results encourage tourism and marketing activists to become aware of the power of user-generated content through social media.

Social networks are referred to databases whose primary goals are to set up and serve, establish communication and social interactions through their networks, share their interests and experiences. Social network users, through their activity in these networks, encounter a variety of information in different formats and contents (Jenkin, 2010). Basically, tourists need information about the destinations to choose their destination. They constantly collect information from the mass media, including TV, satellite, and internet. Tourists prefer to receive a significant portion of their information from sources, including relatives, friends, acquaintances, and others (Suvrey et al., 2014). Social networks can act as oral advertising and increase the credibility of shared information, because they create the ability to create two-way communication among users. Users of these networks, by sharing their experiences, travel to different places in order to persuade tourists (Jenkin, 2010) and by influencing behavioral variables, can attract tourists to diverse destinations. The present research is a descriptive-survey in nature. The statistical population of this study is the tourists visited Babolsar in spring and summer of 2017. Data were collected using a questionnaire and available sampling method. In order to evaluate the content validity, consultation with twenty of the experts was carried out and it was ensured that the questionnaire had the necessary validity. The alpha-chronbach for all variables was higher than 0.7, indicating the reliability of the questionnaire. To analyze the data, the structural equation modeling was used with SPSS22 technique. Facebook, Telegram and Instagram have been able to influence a lot on the feelings and attraction of tourists, so that in these three networks, a significant level of 99% is observed. In the section devoted to other networks due to the variety of existing networks, this part has a significant 95% level, which has been influenced by both WhatsApp and Imo networks to a large extent, but the Twitter and YouTube networks did not have a significant impact. This is due to the poor performance and inadequacy of these networks within the country. Advertising and information disseminated through social networks can play a very important role in tourism destinations. The use of smart methods in social networks in the field of tourism can provide useful information about the specific region to tourists and accordingly multiply the chance of success in emotional marketing. The results of this research in the first hypothesis section are approximated with the results of Garsouse & Chen (2000), Krestetter and Chou (2004), Mangold & Faulds (2009), Monar (2012), Jalilvand et al (2012), Akbari et al (1394), Peydaii et al (1395) and it is only different in the studied environment and the partial criteria.
  The results of this study indicate that the use of social networks is a fundamental way of creating new views in the future and attracting tourists through oral presentations. Satisfied tourists can be influenced by the use of social media to improve the tourism status of a destination. In this way, some people can share their experiences of travel and destination by photo or video, and even short-hand manuscripts, with other tourists who are in the decision-making stage or at the destination stage, and can benefit from the experience they have gained. In the present study, this effect was studied with the role of mediator of emotion and the quality of brand relationships. According to the results and analyzes performed in this research, the role of emotions and emotional variables in the transmission of oral speeches is evident. The emotional factors give the recipient a better understanding of the subject. Regarding the results of this research and many studies conducted in the field of oral advertising, the researchers believe that oral verbal statements have positive and proper results and negative oral statements have led to inappropriate results in the business category and attracting customers. So this should be under the control of tourism managers and should be managed as far as possible in this area.

One of the main causes of tourism recession in Iran is lack of informing as well as inappropriate advertising in the domestic and foreign arenas. Considering the role of advertising in attracting and retaining tourists, and the many sums spent on advertising every year, the correct use of credit and its effectiveness is important. This research is applied in terms of its purpose, and descriptive-survey in terms of nature. The effectiveness of advertising in this research has been evaluated in four dimensions: attention, interest, willingness and action. The statistical population of this study was tourists who had chosen Ramsar as their tourism destination during the period of March, 2015. In this study, the sample size of 384 people was calculated using Cochran's formula. For analyzing the data, the structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used to analyze the data in two SPSS and LISRE software packages. Findings showed that visual advertising is effective on people’s attention, inclining and eventually choosing a destination, but has no effect on the tourists’ interest in destinations. Also, the effect of paying attention to demographic variables on the advertising effectiveness is another result of this research. Among the visual ads tested, TV, billboards, internet advertising, brochure, and magazines have the most important role in attracting tourists. In addition to this, it should be noted that marketing planning and advertising of tourism should be carried out continuously and in a systematic way and constantly updated with global and international methods with a regional perspective