{"title":"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","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":"{\"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}","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
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。
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.
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.