Modeling SOLOMO Marketing Based on Technological Development in the Tourism Industry

چکیده مقاله :

The objective of this research is to identify the components and develop the internal relationships of the SOLOMO marketing components in the tourism industry. The statistical population of the research in the qualitative part includes 15 experts in the field of tourism, using the purposive sampling method, and in the quantitative part includes 420 active participants in the tourism sector. In the qualitative part, the techniques of word association, sentence completion, and dream exercises were used in the form of in-depth interviews and using the MAXQDA software, and in the quantitative part, confirmatory factor analysis was used to verify the validity of the constructs and the PLS software. The findings in the qualitative part, based on the analysis performed in the open coding stage, identified 145 codes, and then 18 core codes and finally 3 selective codes (social media marketing, mobile marketing, and local marketing) were categorized. Also, in the quantitative part of the research, for the overall model fit, the GOF criterion was used, which resulted in a value of 0.830, indicating a strong overall fit of the model in the present research. The results of this research have provided the tourism sector with the opportunity to better access, interact with, and analyze customers, and have improved marketing management in this industry. Especially for the dissemination of attractive and valuable content, it can help attract and convert potential customers.

چکیده انگلیسی :

The objective of this research is to identify the components and develop the internal relationships of the SOLOMO marketing components in the tourism industry. The statistical population of the research in the qualitative part includes 15 experts in the field of tourism, using the purposive sampling method, and in the quantitative part includes 420 active participants in the tourism sector. In the qualitative part, the techniques of word association, sentence completion, and dream exercises were used in the form of in-depth interviews and using the MAXQDA software, and in the quantitative part, confirmatory factor analysis was used to verify the validity of the constructs and the PLS software. The findings in the qualitative part, based on the analysis performed in the open coding stage, identified 145 codes, and then 18 core codes and finally 3 selective codes (social media marketing, mobile marketing, and local marketing) were categorized. Also, in the quantitative part of the research, for the overall model fit, the GOF criterion was used, which resulted in a value of 0.830, indicating a strong overall fit of the model in the present research. The results of this research have provided the tourism sector with the opportunity to better access, interact with, and analyze customers, and have improved marketing management in this industry. Especially for the dissemination of attractive and valuable content, it can help attract and convert potential customers.

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