THE EFFECTS OF IMPLEMENTING E-CRM ON TOURIST SATISFACTION

E-tourism provides the potential to make information and booking facilities available to large numbers of consumers at relatively low cost. It enables the tourism sector to make large-scale savings on the production and distribution of print and other traditional activities. It also provides a tool to develop efficient communications and relationships with the end-consumers as well as tourism suppliers. The purpose of this study is to investigate the factors influencing tourist satisfaction due to electronic services provided by tourism agencies. The statistical community of this study includes the tourists who have visited the city of Isfahan in May 2010. To estimate the sample size, a preliminary study was done first and a number of questionnaires (30 items) were randomly distributed among the members of the community. Then the variance of the statistical community was computed and by using the formula of estimating the sample size, number 41 was calculated respectively. To collect the needed data for analysis, research hypotheses and questionnaires were used and then the data was analyzed according to relative frequencies. Eventually it was concluded that implementation of E-CRM would highly affect tourist satisfaction.

Keywords:

Customer Relationship Management (CRM) , Electronic Customer Relationship Management (ECRM) , Tourism Industry , E-Tourism , Tourist Satisfaction