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

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

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引用次数: 0

摘要

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。

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

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.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

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.