Investigation on Factors Affecting Online Affiliate Marketing Performance Measurment in Tourism Industry

Fathian Brojeny, Mohammad; Owji, Mohammad Hosein

doi:10.22054/tms.2020.19683.1543

Document Type : Research Paper

Authors

¹ Professor of Ecommerce Department, School of Industrial Engineering,Iran University of Science and Technology, Tehran

² Msc Student of Ecommerce, School of Industrial Engineering,Iran University of Science and Technology, Tehran

https://doi.org/10.22054/tms.2020.19683.1543

Abstract

The measurement of both offline and online marketing is the topic of numerous research papers and important concerns of marketing managers. Despite the rapid growth of affiliate marketing, especially in the tourism industry, in Iran, Iranian researchers have paid little attention to this area. The aim of this study was to examine factors affecting the measurement of online affiliate marketing performance in the tourism industry. Due to the research is developmental in terms of purpose, and descriptive-survey method in terms of collecting information, first, besides studying literature review, a set of criteria measuring affiliate marketing performance were identified. Then, having interviewed professors and experts in the field of tourism marketing, we distribute questionnaires among the statistical sample, tourism activists. Next, having gathered data, we analyzed, mined them, and prioritized suitable criteria for measuring affiliate marketing performance in the tourism industry. exploratory factor analysis was performed to classify the sub-indices, and confirmatory factor analysis was used to test the validity of the model. Finally, the results showed six factor including: expose capabilities, communications capability, financial factors, making competitive advantages, abilities to attract, and brand creation are important factors to measure affiliate marketing performance in the tourism of Iran.

Keywords

References

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Tourism Management Studies

Investigation on Factors Affecting Online Affiliate Marketing Performance Measurment in Tourism Industry

References

References

Volume 15, Issue 51 - Serial Number 15
October 2020
Pages 253-279

Investigation on Factors Affecting Online Affiliate Marketing Performance Measurment in Tourism Industry

References

References

Volume 15, Issue 51 - Serial Number 15October 2020Pages 253-279

Volume 15, Issue 51 - Serial Number 15
October 2020
Pages 253-279