Browsing by Author "Saremi, Fariba"
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- The effect of electronic marketing on the development of Iran's tourism industryPublication . Saremi, Fariba; Ramos, CéliaThis research investigates the impact of electronic marketing and Customer Relationship Management (CRM) on the development of Iran's tourism industry, with a specific emphasis on enhancing customer satisfaction and loyalty. Utilizing a quantitative methodology, data was collected from tourists through surveys and analyzed using multivariable regression techniques to examine the relationships between key variables.The findings validate that effective website promotion plays a critical role in improving both satisfaction and loyalty, with interactive and well-optimized websites creating a more engaging experience for tourists. Search engine optimization (SEO) was also found to positively influence loyalty by increasing visibility and trust, although it did not show a direct effect on satisfaction. Conversely, social media advertising showed no significant impact on either satisfaction or loyalty, suggesting a need for more tailored strategies in this area. The study highlights the importance of integrating CRM systems with electronic marketing efforts to provide personalized and meaningful interactions with tourists. CRM tools enable better understanding of customer preferences, which can be leveraged to enhance satisfaction and foster long-term loyalty. Additionally, the research underscores the potential of these validated strategies to improve Iran's competitiveness in the global tourism market, contributing to sustainable economic growth and diversification. However, the lack of impact from social media advertising and other unvalidated areas calls for further investigation and refinement of digital marketing approaches. The study concludes that focusing on validated tools like website optimization and CRM integration, while addressing gaps in ineffective strategies, can significantly boost Iran’s tourism potential and create a foundation for long-term industry growth.