EXPLAINING THE TOURISM RELATIONSHIP MANAGEMENT (TRM) IN TOURISM ENTERPRISES (CASE STUDY: ISFAHAN)

Abstract

Manuscript Research Aims: The aim of the present study is to explain the relationship management with tourism in Isfahan tourism enterprises using structural equation modeling methodology. Design/methodology/approach: Based on distributing 312 questionnaires, the sample size was 300 academic experts, specialists and experts working in Isfahan tourism enterprises and professors and tourists in the fields of tourism management, IT and marketing selected by combining non-probability purposive (judgmental) sampling and snowball sampling methods. Research Findings: The results showed a correlation between “applications of TRM system” and “users' satisfaction with TRM” based on path analysis concerning confirmatory factor loadings analysis as 0.566 and a correlation between “applications of TRM system” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.521. Moreover, there was a correlation betwee n “Consumers' satisfaction with TRM” and “IMHTs” based on path analysis concerning confirmatory factor loadings analysis as 0.936. Theoretical Contribution/Originality: The conceptual model of the study involves components including “the applications of TRM system,” “satisfaction of the tourists with TRM,” and “information management of health tourists (IMHTs)” . recognition” with the presence of young and elite tourism activists and announced to create futuristic thinking and the need for elite thinking in the future of Isfahan. Research limitation/Implications: The tourism industry of Isfahan is currently so important in the comprehensive development of countries that economists call it invisible exports, and it is one of the largest industries in the world today.