Social media marketing and its influence on the hotel performance: Mediating role of customer relationship management capabilities

被引：0

作者：

Khaki, Aijaz Ahmad ^{[1
]}

Khan, Tawseeq Ali ^{[1
]}

机构：

[1] Univ Kashmir, Srinagar, Kashmir, India

来源：

JOURNAL OF VACATION MARKETING | 2024年

关键词：

Social media marketing; hotel performance; customer relationship; technology adoption; INFORMATION-TECHNOLOGY; CONSUMER ACCEPTANCE; TOURISM FIRMS; ADOPTION; IMPACT; MODEL; USAGE; ASSIMILATION; INTENTIONS; VALIDITY;

D O I：

10.1177/13567667241266968

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The current study aims to identify the determinants that inspire hotels based in Jammu & Kashmir to employ social media marketing (SMA) to improve their performance in addition to the mediating influence of customer relationship management capabilities (CRMC). The study adopts a quantitative approach where data is gathered from 389 hotel managers/owners. Empirical validation of the theoretical model employing structural equation modelling with Smart-PLS4 is accomplished. The findings show that a hotel's adoption of SMA is influenced by perceived usefulness, perceived ease of use, cost-effectiveness, institutional pressure and structural assurance. Hotels' acceptance of SMA improves their performance significantly, with CRMC having a partial mediating effect.

引用

页数：21

共 123 条

[51] Social media management in the traveller's customer journey: an analysis of the hospitality sector [J].