Mohsen Nazari; Roza Hendijani; Zeinab Mohammadi; Saeideh Esmaeili
Abstract
Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention ...
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Eye tracking patterns will be used to explain how people's brain processes when faced with visual stimuli in travel agency advertising packages. The purpose of this study was to explore the effect of price points (discount formatting) and price visibility (Variable display location) on people's attention towards prices in social media campaigns. The research variables are the time to first fixation, fixation count at the price, visit duration, and visit count to the area of interest. The results of the experiment showed that discount formatting had an impact on fixation count, visit duration, and visit count on the price, and the presentation of discounts in the form of cash and gifts attracted more attention. Also the price displayed at the top left got more attention.
Maryam Akhavan Kharazyan; Bahareh Rikhtegaran
Volume 10, Issue 29 , April 2016, , Pages 1-19
Abstract
Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of ...
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Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of people, so that these medias are the integral part of today's life. With increasing the popularity of these networks among Iranian users, it has become a place where people can exchange information. And it also has an accessibility for extracting people’s interests. The combination of these two subjects can be a key business strategy that is so important in service organizations of developed countries. Hence, to identify the usage barriers of social networks in the Iran service organizations, after extracting effective elements from the previous studies, three hypotheses were compiled. And also a sample of 542 customers was selected and a questionnaire with LICERT scale (spectrum) was designed. The sample was distributed among experts and professors of Marketing and Management, to assess the outward validity and content of tools, desirably. Crunbach’s alpha coefficients had the appropriate level for all of the variables. after analyzing the heuristic factor and confirmatory, the results show that technological and legal factors, have the most effect as an obstacle on the usage of social networks in order to communicate with customer's demographic features analyzed according to the descriptive statistics and Friedman ranking performed for completion of results.
Ali Delavar; Esmail Gaderi; Nima Majdi
Volume 9, Issue 28 , March 2015, , Pages 1-16
Abstract
This study investigate the role of social media in Iran is developing a tourism marketing. This way with the help of a questionnaire survey on 250 travel offices marketing experts specializing in domestic and overseas leisure tourism in the city of Tehran, they were carried out. According to this study, ...
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This study investigate the role of social media in Iran is developing a tourism marketing. This way with the help of a questionnaire survey on 250 travel offices marketing experts specializing in domestic and overseas leisure tourism in the city of Tehran, they were carried out. According to this study, the role of social media, particularly media images and video clips to function in the development of electronic tourism industry should be more considered. The photos and videos introducing tourists to the tourism potential in the virtual space is a factor that has a direct impact on the choice of tourist destinations by international tourists. With the increasing use of social networks, content communities, blogs, e-tourism marketing capabilities increase, but overall we can say that social media still have not been able to find its place in the development of e-tourism marketing and this difference is due to the characteristics of different marketing communication and social media with the mass media.
nader mazlumi; seyed hasan jalali
Volume 7, Issue 18 , August 2012, , Pages 25-48
Abstract
Tourism policy making, as an essential pillar in sustainable tourism development, is a fundamental priority for researchers to explore. In this vein, the current research probes into Iran's tourism policies, namely Tourism Development Vision and comprehensive national and regional plans, and highlights ...
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Tourism policy making, as an essential pillar in sustainable tourism development, is a fundamental priority for researchers to explore. In this vein, the current research probes into Iran's tourism policies, namely Tourism Development Vision and comprehensive national and regional plans, and highlights the need for identifying factors affecting the success or failure of these plans. The main questions dealt with in this study are about what and how social networks’ websites influence the success of tourism policies in the country. A total of 357 foreign tourists visiting Isfahan were chosen randomly. Subsequently, correlation test was performed on the data collected through structured questionnaires. Findings indicate that social networks’ websites influence trust and risk in tourism; and interaction of these two factors with travel intention ultimately affects the success or failure of Iran's tourism policymaking.
