A Model for Sales Leadership Based on Social Media in the Cultural Tourism Industry

سال انتشار: 1404
محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 18، شماره: 2
کد COI اختصاصی: JR_JIJMS-18-2_005
زبان مقاله: انگلیسی
تعداد مشاهده: 156

نویسندگان

Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran

Marzieh Moradi

Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran

چکیده

The cultural tourism industry has undergone a significant metamorphosis driven by the emergence and integration of social media into mainstream marketing and consumer engagement. This paper investigates the development of a customized sales leadership model informed by the dynamics of social media within the cultural tourism context. Recognizing the influence of digital platforms on consumer decision-making and the planning of travel experiences, the study emphasizes the need for a strategic overhaul in marketing and sales leadership. Employing a qualitative research paradigm, in-depth thematic analysis of semi-structured interviews with industry leaders revealed the central role of intelligent data-driven strategies, interactive storytelling, and innovative organizational culture. The study identifies social media as a critical sales technology that shapes effective sales strategies and pivots on the enhancement of customer experiences and satisfaction. A cutting-edge sales leadership framework emerges as crucial for bolstering competitiveness, capturing customer intelligence, and adapting to evolving sales techniques within the cultural domain. Ultimately, the findings illuminate the pathways through which cultural tourism enterprises can utilize social media to refine their sales approaches, optimize the tourist experience, and secure sustainable industry growth. With a high degree of respondent validation and methodological rigor, this research bridges a scholarly gap and provides actionable insights for cultural tourism operators, signaling towards an optimized digital future.

کلیدواژه ها

Sales leadership, Social media, cultural tourism, Thematic analysis

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