Social media networking and information technology for customer relationship management: A case of tourism in Chiang Mai province, Thailand

Abstract

Investigated was the travel sector in Chiang Mai Province, Thailand, adoption of social media networking and information technology (IT) on customer relationship management (CRM). The research also pointed out how these technologies might change CRM. Apart from questionnaires distributed to 125 travel agencies, a mixed-methods approach was used in-depth interviewing 21 industry players. This study sought to identify digital platform effects on operational efficiency, marketing strategies, and consumer interaction. The outcomes led to widespread acceptance of social media platforms for marketing, customer support, and relationship building among other purposes. Facebook (95.3%), Instagram (84.5%), and LINE (82.1%) were among the most regularly used platforms, whereas YouTube (61.4%), TikTok (50.1%), Twitter (32.1%), and WeChat (11.3%) were less popular. Higher income, better brand loyalty, and greater customer satisfaction were found to follow from the successful integration of social media and information technology into customer relationship management (CRM) strategies. This study promotes beneficial effects for tourism operators during the implementation of digital community relationship-building strategies in Chiang Mai Province and offers information on the development of technology in the field of tourist management.