Prf Mohammad Ghaffari, Mrs Samane Sadat Nasiri,
Volume 6, Issue 1 (4-2019)
Abstract
Background and Aim: Today, word of mouth communication plays a significant role in customer's decision-making, especially in the service environment, particularly tourism. However, it should be noted that several factors influence the pursuit of information (information tracking) in this type of communication that needs to be identified and strengthened.Therefore, the present study aims to provide a model for explaining effective factors in tracking information in electronic word of mouth communication among foreign tourists who have traveled to Kashan in the summer of 2016.
Methods: The present research is applied and the method of data collection is descriptive-survey.The sample size was estimated to 150 people according to Morgan and Krejcie tables and random sampling was performed.To collect the research data, 28 questionnaires and 8 demographic questionnaires were designed by reviewing the theoretical foundations of the research.
Results: Of the eleven hypotheses, three hypotheses of the effect of perceived ease on mental involvement and the effect of trustworthiness and mental involvement on information follow up were confirmed, and eight other hypotheses were rejected. Therefore, mental involvement is not affected by the source trustworthiness, validity of the message, and the perceived benefits of online counseling communication. Subjective conflict can be influenced by the perceived ease of online counseling communication and perception fun. Comes from online communication communications. The source's trustworthiness and perceived benefits and perceived enjoyment of online advices do not affect its follow-up, and the validity of the message in online advocacy communications is effective in tracking it. Mental conflicts with online advocacy are also affected by follow-up.
Conclusion: According to the findings of the research, marketing and tourism experts should strive to advertise their services and awareness to the tourists through the use of the Internet and social media capabilities.
Dr Mohammad Ghaffari, Dr Ehsan Soltanifar, Mr Farbod Ranjbar Motlagh, Ms Mina Khoshroo,
Volume 7, Issue 4 (3-2021)
Abstract
Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.
