Abstract
Given economic challenges in the recent years, various sectors of the economy has experienced major changes and for this reason, the Tourism Strategic Environment cannot be excluded from these challenges. The tourism has always a long association with human behavioral and emotional dimensions and it is one of the most fundamental human activities. Major part of the tourism literature is focused on the economic results and the positive role of tourism in employment, and exploitation of new opportunities; however, unfortunately, important and vital part of this kind of studies, namely “tourist” as the customer of the Tourism Services has always been neglected. Basic dimensions of emotional intelligence including; determinants of Self-awareness and self-management, Motivation, Social Skills, and Empathy have a direct relationship with human communications, so institutionalization and level increases of emotional intelligence in customer relationship team can be considered as an effective policy for long-term relationship with tourists. To promote tourist attraction rate, Customer relationship management as a business strategy has to boost fundamental factors of emotional intelligence. In this study, by using the Fuzzy AHP we identify and rank the importance of these factors/determinants in order to use them more effectively in Customer/tourists relationship management environment.
Highlights
Development and providing of tourism services can be considered as one of the most complex service designs, because these services are used and evaluated by the tourist at different times
Results obtained from table 6 suggest that emotional “self-awareness” with 0.456 weights is the most important factor among “self-awareness and self-management” determinants, and “conscientiousness” with 0.274, “accurate self-assessment” with 0.11, “self-confidence” with 0.105, “self-control” with 0.036, and “trustworthiness” with 0.019 weights are respectively placed in ranks
Tourists due to cultural differences of nations always require a kind of peace in mind in order to properly enjoy tourism services
Summary
Development and providing of tourism services can be considered as one of the most complex service designs, because these services are used and evaluated by the tourist at different times. Tourists’ opportunity cost, their individual interests for getting rid of life pressures, recreational activities, and other items should be taken into account (Xinyan, 2009) and this makes the type of treatment and service offering to the tourist more difficult and sensitive. Tourist attraction centers and destinations should meet tourists’ needs, interests and expectations in the time of visiting. Tourist attraction destinations should be able to create value for tourists, influence the tourist’s attitude, and improve their satisfaction. Customer Relationship Management is a business strategy that its implementation will results in customer’s attraction, retention, and promotion and tourism institutes will be able to do their three above mentioned functions by using minimum resources and maintain their core competitive advantage, namely, tourists. Taghavi investigated determinants on growth of Iranian tourism industry
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