Evaluating the Impact of Customer Relationship Management on Agricultural Tourism Development: A Case Study

Document Type : Original Article

Authors

1 Corresponding Author: Associate Professor, Department of Industrial and Technical Engineering, Orumieh University, Orumieh, South Azarbaijan, Iran

2 MA, Department of Technology and Information Management, Faculty of Social and Economic Sciences, Al -Zahra University, Tehran, Iran

3 Assistant Professor, Department of Industrial and Technical Engineering, Kashan University, Kashan, Iran

4 Assistant Professor, Department of Management, Faculty of Economics and Management, Tabriz University, Tabriz, Iran

Abstract

Agricultural tourism is one of the newest attractions of the tourism industry. This type of tour includes a combination of agriculture, providing services and products with unique tourism experience in agricultural areas. On the other hand, in today's competitive world, attracting customers to the organization ensures the survival of the organization. With the emergence of the phenomenon of privatization and exit from monopoly, competition among organizations will increase and the survival of organizations and industries will not be possible without the existence and implementation of an efficient customer relationship management system. In this research, by presenting a conceptual model, the role of customer relationship management in the development of agricultural tourism is investigated. This research is applied in terms of purpose and in that grape harvest festival which can be a clear example for agricultural tourism in Urmia is studied as a case study. The sample size was determined based on Cochran's formula 108 and data collection was done by questionnaire. In order to analyze the collected information, the structural equation modeling method was used with Smart PLS software. The results confirm all research hypotheses and customer relationship management has a significant impact on agricultural tourism

Keywords

References

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Journal of System Management Studies
Volume 2, Issue 4
Winter Quarterly
March 2022
Pages 45-58

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