نیلوفر عباس پور

Nowadays, the use of social media has become very important in the development of businesses. Managers and business leaders are trying to increase the engagement of customers in their social media. This is not only true for large companies and businesses, but it is also necessary for small businesses and the most basic stages of their growth (such as the businesses created based on Instagram); Therefore, the current research was conducted with the aim of formulating a pattern of social media marketing strategies to increase the engagement of customers in the leather industry. The present research is among the qualitative researches with content analysis method. The sampling method was judgmental and purposeful, and in order to collect data, 10 semi-structured interviews were conducted with social media officials and strategists of premium brands in the leather industry. Based on data analysis, 6 main themes and 20 sub-themes were extracted. Also, a model was presented in order to model customers' association with the brand. Based on the findings of the research, using the relevant platform (including 2 sub-themes), keeping up the virtual page (including 4 sub-themes), measuring performance (including 3 sub-themes), targeted use of social media (including 3 sub-theme), coping with challenges (including 6 sub-themes) and focusing on strengths (including 2 sub-themes) were the main strategies discovered in order to increase customer engagement in social media.

The development of technology has caused a revolution in the field of tourism and the use of virtual tours is progressing. Therefore, it is necessary to know the level of acceptance of this technology in order to know the destination and desire to visit. The purpose of the research is to investigate the willingness of tourists to visit places in person according to the theory of technology acceptance and familiarity with the destination. The population is people who have used virtual tours at least once. Structural equation test was used to analyze the data. The results showed that the effect of the technology acceptance model (perceptual ease, pleasure and usefulness) has a positive effect on the users' familiarity with the destinations of virtual tour , although the effect of perceptual usefulness is insignificant. Also, familiarity with tourist destinations has a positive and significant effect on the desire to visit them.

Income generation potential of Tourism is a feature that has attracted the support of policymakers and host communities. The injection of inbound tourists’ expenditures to the destinations increases the income of households and institutions. Using the social accounting matrix of 2011, this paper evaluates the impact of the development of inbound tourism sector on the income of the households and institutions, as well as its distribution. The social accounting matrix has been altered so that it can incorporate tourism sector as one single sector next to other sectors in the production account. Moreover, the channels through which this development affects the income of households and institutions have been identified adopting structural path analysis approach. The findings show that institutions, urban households and rural households enjoy the most income increase, respectively. The four-fold share of the urban households compared to that of the rurals indicates an increase in the income gap as a result of inbound tourism development. Transportation sector has the greatest share in transferring the income-generating effects of the inbound tourism development to the households and institutions. Labor and capital are the most important factors of production in transferring inbound tourism development income to the households and institutions respectively.

Tourism development can bring about economic growth and job creation at destinations. Tourist arrival at a destination increases the final demand for product, therefore tourism and non-tourism economic sectors increase their production in order to meet the final and intermediate demands, respectively. Thus economic growth is brought about and demand for labor increases. Using the social accounting matrix of 2011, this paper studied the impact of inbound tourism development on the output of economic sectors and its job creation potential. The social accounting matrix is modified so as to incorporate tourism as a single comprehensive sector. Moreover, using structural path analysis approach, the paths through which tourism development affects the output level of other sectors are identified. Findings indicate that compared to other sectors, inbound tourism has the greatest effect on the production level. The results show the manufacturing, transportation and services sectors have the most output increase as a result of inbound tourism development. The highest direct impact is experienced in the transportation sector, while the highest indirect impact is imposed via intermediate demand of transportation from manufacturing sector. The highest induced effect is witnessed when the labor income of the middle-income urban households which is earned from tourism transportation is spent on services. Finally, job creation potential of inbound tourism is revealed to be at the fourth place, after agriculture, construction and transportation sectors, respectively. Therefore, developing inbound tourism can enhance production and employment.