Modeling SOLOMO Marketing Based on Technological Development in the Tourism Industry
Subject Areas : Communication Systems & DevicesMeysam Bayat 1 , Elham Fazeli Veisari 2 , Mohammad Javad Taghipourian 3
1 -
2 - ا Department of Management and accounting, To.c., Islamic Azad University, Tonekabon, Iran.
3 -
Keywords: SOLOMO Marketing, Social Media Marketing, Mobile Marketing, Local Marketing, Content Analysis, Projective Techniques.,
Abstract :
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.
1. A. Zaušková, M. Kubovics, and M. Vanko, "Financial Behaviour of Users of SOLOMO Platforms during the COVID-19 Pandemic," SHS Web of Conferences, Vol. 92, 2021, pp. 03032. https://doi.org/10.1051/shsconf/20219203032.
2. A. S. Sethi, V. Bisht, B. S. Bisht, and J. Singh, "MARVELS OF ADVERTISING: TALES OF TRIUMPH OF THE MOST BUZZING ADVERTISING WORDS IN 2022," The Journal of Contemporary Issues in Business and Government, Vol. 29, No. 1, 2023, pp. 679–687. https://forms.gle/1PsASopxVotMHyj96.
3. A. T. Rosário, P. R. Lopes, and F. S. Rosário, "The Digital Marketing for Sustainable Development," JHASS, Vol. 2023, DOI: 10.26855/jhass.2023.01.033.
4. S. Zhengyi, "Mobile Marketing Strategies in Omnichannel Context. “ http://edoc.bseu.by:8080/handle/edoc/100092.
5. R. K. Brathwaite, "Social Media and Tourism Development in Grenada: A Phenomenological Study," Doctoral Dissertation, 2019. http://researchrepository.napier.ac.uk/Output/2005971.
6. M. Kubovics and A. Zaušková, "Possibilities for Data Collection and Example of Visualization of Environmental Activities of Businesses in the SOLOMO Environment," Economics Business Organization Research, Vol. 3, No. 2, 2021, pp. 132–154. https://dergipark.org.tr/en/pub/ebor/issue/65701/878673.
7. A. Tarabasz, N. Patwa, K. Kkanzadee, A. Chaudhary, N. Jain, S. Basu, and S. Deepadhar, "Factors Affecting Customer Engagement in Shopping Malls through SOLOMO (Social, Local, Mobile) Application," The International Journal of Management, Vol. 6, No. 4, 2017, pp. 23–39.
8. M. Bayat, E. Fazeli Visari, and M. J. Taghi Pourian, "A New Approach to Online Marketing in Iran: Presenting a Qualitative Model of SOLOMO Marketing with Projection Technique," Intelligent Marketing Management, Vol. 5, No. 4, 2024, pp. 69–89, DOI: JABM.3.2.15564.35997779559.
9. D. Buhalis and M. Foerste, "SoCoMo Marketing for Travel and Tourism: Empowering Co-Creation of Value," Journal of Destination Marketing & Management, Vol. 4, No. 3, 2015, pp. 151–161. https://doi.org/10.1016/j.jdmm.2015.04.001.
10. L. Xia, "Countermeasure Research on Transformation of Local Retail Industry Based on SOLOMO Model-Take Wuhan Hundred Group as an Example," Industrial Economy Review, 2017. www.hillpublisher.com/UpFile/202302/20230210182137.
11. E. Fazeli Visari, M. J. Taghi Pourian, G. Ghanbarzadeh, and R. Taveli, "Developing a Viral Marketing Model in Online Businesses Using a Mixed Approach," Intelligent Business Management Studies, Vol. 9, No. 36, 2021, pp. 1–37. https://doi.org/10.22054/ims.2021.53590.1763.
12. W. Wei, H. Peng, L. Huang, et al., "Interactive Interface Design of Online Travel Products under SOLOMO Mode," Idea & Design, No. 7, 2018, pp. 44–45.
13. C. Huo, J. Hameed, M. W. Sadiq, et al., "Tourism, Environment and Hotel Management: An Innovative Perspective to Address Modern Trends in Contemporary Tourism Management [RETRACTED]," Molecular Human Reproduction, Vol. 27, No. 7, 2021, pp. 27. https://doi.org/10.1108/BPMJ-12-2020-0543.
14. P. C. Udomraksasup, C. Panyadee, H. Thaveeseng, et al., "Biodiversity-Based Tourism Management for Community Enterprise Groups, Mae Chaem District, Chiang Mai Province," Allied Business Academies, No. 7, 2021, pp. 31–39.
15. A. Shirshamsi, V. Mirabi, E. Hassanpour, and M. Ranjbar, "Design and Validation of an Electronic Marketing Model in the Tourism Industry (Case Study: Yazd Province)," Tourism and Development, Vol. 12, No. 2, 2013, pp. 67–85. https://doi.org/10.22034/jtd.2022.321714.2543.
16. B. Asgarnejad Nouri, A. Gholipour, and B. Firouzi, "The Role of Using Social Networks and Electronic Customer Relationship Management in Improving the Marketing Performance of Insurance Companies," Iranian Rubber Industry, Vol. 26, No. 105, 2014, pp. 57–74. https://doi.org/10.22034/irm.2022.152945.
17. S. Mohammadi, A. Darzian Azizi, and N. Hadian, "Location-based Services as Marketing Promotional Tools to Provide Value-added in E-tourism," International Journal of Digital Content Management, Vol. 2, No. 3, 2021, pp. 189–215. https://doi.org/10.22054/dcm.2021.13683.
18. M. Abdolmohammad Sagha, M. Handijanifard, and A. Koushki Jahromi, "Banks and Social Media Marketing: A Research Based on Content Analysis," Smart Business Management Studies, Vol. 9, No. 35, 2021, pp. 35–76. https://sid.ir/paper/1030656/fa.
19. D. H. Zhu, Q. He, and Y. P. Chang, "How SOLOMO-Based Product Recommendations Influence Consumers' Acceptance Intention: The Moderating Role of Gender," International Journal of Services Technology and Management, Vol. 27, No. 1–2, 2021, pp. 129–142. https://doi.org/10.1504/IJSTM.2021.113579.
20. A. Madleňák, "Geolocation Services and Marketing Communication from a Global Point of View," SHS Web of Conferences, Vol. 92, 2021, pp. 02040. https://doi.org/10.1051/shsconf/20219202040.
21. K. Fahmi, M. Sihotang, R. H. Hadinegoro, et al., "Health Care SMEs Products Marketing Strategy: How the Role of Digital Marketing Technology through Social Media?" UJoST-Universal Journal of Science and Technology, Vol. 1, No. 1, 2022, pp. 16–22. https://doi.org/10.11111/ujost.v1i1.55.
22. M. Chen and W. Zhang, "WeChat Knowledge Service System of University Library Based on SOLOMO: A Holistic Design Framework," Journal of Information Science, Vol. 46, No. 5, 2020, pp. 616–629. https://doi.org/10.1177/0165551519860045.
23. L. G. R. Antunes, R. de Freitas Souza, A. C. Ferreira, et al., "Projective Techniques: In Search of an Alternative to Validity and Reliability," ReMark-Revista Brasileira de Marketing, Vol. 23, No. 3, 2024, pp. 1277–1314.
24. S. Mohammadi, A. Darzian Azizi, and N. Hadianfar, "The Effect of Mobile Marketing on Tourists' Behavioral Intentions: An Analysis of the Role of Tourism Destination Brand Equity," Tourism and Development, Vol. 11, No. 2, 2012, pp. 231–247. https://doi.org/10.22034/jtd.2021.288073.2357.
