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The role of mass communication methods in the development of tourism industry in Iran

机译：大众传播方法在伊朗旅游业发展中的作用

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摘要

Purpose - The purpose of this paper is to investigate the role of new methods of mass communication (employing customer relationship management (CRM) software and web site) in the development of tourism industry in Iran. Deslgn/methodology/approach - Data were collected from managers and experts of companies involving in tourism field in Iran through survey questionnaire. The SPSS 17 and LISREL 8 statistical programs were used for the data analysis. Findings - The results reveal that using CRM application is significantly correlated with the development of tourism industry. In addition, the findings indicated that using web site has a positive and significant relationship with the development of tourism. Research limitations/implications - As this study is limited to Iran and given cultural differences among various nations cautions should be taken in generalizability of the obtained results. Also, to better clarify the role of mass communication methods, it is recommended similar study in other countries to be carry out in order to be able to compare the results. Originality/value - To the best of knowledge of the authors this is the first endeavor toward the survey of the relationship and the effects of CRM application and internet advertisement on the development of tourism in the context of Iran. Also, the results obtained could act as a good guidance for Iranian tourism policy makers to make more effective decisions.
机译：目的-本文的目的是研究大众传播新方法（采用客户关系管理（CRM）软件和网站）在伊朗旅游业发展中的作用。设计/方法/方法-数据是通过调查问卷从涉及伊朗旅游领域的公司的经理和专家那里收集的。 SPSS 17和LISREL 8统计程序用于数据分析。调查结果-结果表明，使用CRM应用程序与旅游业的发展密切相关。此外，调查结果表明，使用网站与旅游业的发展有着积极而重要的关系。研究的局限性/意义-由于这项研究仅限于伊朗，并且鉴于各个国家/地区之间的文化差异，因此应谨慎对待所获得结果的概括性。另外，为了更好地阐明大众传播方法的作用，建议在其他国家进行类似的研究，以便能够比较结果。原创性/价值-就作者所知，这是对CRM应用和互联网广告对伊朗背景下旅游业发展的关系及其影响进行调查的第一项努力。而且，获得的结果可以为伊朗旅游政策制定者做出更有效的决策提供良好的指导。

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