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

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2024-08-02 DOI:10.1177/13567667241266968
Aijaz Ahmad Khaki, Tawseeq Ali Khan
{"title":"Social media marketing and its influence on the hotel performance: Mediating role of customer relationship management capabilities","authors":"Aijaz Ahmad Khaki, Tawseeq Ali Khan","doi":"10.1177/13567667241266968","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Vacation Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/13567667241266968","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
社交媒体营销及其对酒店业绩的影响:客户关系管理能力的中介作用
本研究旨在确定促使查谟和克什米尔地区酒店采用社交媒体营销(SMA)提高业绩的决定因素,以及客户关系管理能力(CRMC)的中介影响。研究采用定量方法,从 389 名酒店经理/业主处收集数据。利用 Smart-PLS4 的结构方程模型对理论模型进行了经验验证。研究结果表明,酒店采用 SMA 受感知有用性、感知易用性、成本效益、制度压力和结构保证的影响。酒店对 SMA 的接受能显著提高其绩效,而 CRMC 具有部分中介效应。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
期刊最新文献
Can relationship marketing of youth hostels nudge customer engagement? Data vulnerability and privacy risk among hotel guests who share personal data The effectiveness of virtual versus human influencer marketing for tourism destinations Direct online booking competence of five-star hotels: Model development on web/mobile sites The Manta mystique: Destination image and its effect on tourist citizenship behavior and willingness to sacrifice
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1