{"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":"1 1","pages":""},"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.
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.