Mobile Instant Messaging Apps for Enhancing Tourist Engagement: Towards a Relational Profile of Digital Tourist

Letizia Lo Presti, Giulio Maggiore and Vittoria Marino

Micro & Macro Marketing, 2020, issue 3, 489-512

Abstract: This work investigates the role exercised by Crm activities on thesatisfaction and engagement of customers who interact with an organizationin the tourism and hospitality sector through instant messagingapps and frames digital tourist profiles through an engagement-satisfactionmatrix. An online questionnaire on a sample of 90 consumers wasused to gather opinions and experiences. Through a four-quadrant matrixit was possible to identify digital tourist profiles: disillusioned customer(8); enjoyed customer (41), temporary customer (19), pragmaticalcustomer (22). The results show that instant messaging is used by tourismcompanies mainly to provide information and assistance to the service,send promotions and invite to participate in an event. Despite this,if companies in the tourism and hospitality sector want to involve potentialcustomers, they should not underestimate the dimension of satisfactionwhich, if not properly exploited, can more easily determine temporaryrelationships or disatisfaction in the customers already involved.

Keywords: Instant messaging; digital tourist; digital tourism; tourism satisfaction; tourism engagement. (search for similar items in EconPapers)
Date: 2020
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