نگاشت شناختی فازی تاثیر تعاملات آنلاین بر سطوح وفاداری گردشگران (مورد مطالعه: مشتریان آژانس‌های مسافرتی در شبکه اجتماعی اینستاگرام)

به‌منظور تاب‌آوری و پایداری اقتصادی آژانس‌های مسافرتی در شرایط رقابت شدید و همچنین مواجهه با بحران کرونا، پژوهش حاضر، باهدف بررسی تاثیر تعامل آنلاین (منفعل و فعال) در شبکه اجتماعی اینستاگرام بر سطوح وفاداری (شناختی، عاطفی، کنشی و رفتاری) مشتریان آژانس‌های مسافرتی انجام می‌گیرد. نمونه آماری پژوهش 12 نفر از جامعه خبرگان بودند که به روش هدفمند انتخاب شدند. ابزار مورداستفاده پرسشنامه و روش نقشه‌شناختی فازی بود. یافته‌ها نشان داد تاثیرگذارترین عامل، تعامل فعال و تاثیرپذیرترین عامل وفاداری رفتاری است. همچنین نتایج سناریوی پژوهش نشان داد با حذف تعامل فعال، وفاداری مشتری به‌طور قابل‌توجهی کاهش ‌می‌یابد. این نتایج نشان می‌دهد که آژانس‌های مسافرتی برای داشتن مشتریانی وفادارتر ضروری است بر مشارکت فعال مخاطبان در شبکه اجتماعی تمرکز نمایند. با توجه به یافته‌ها، برخی پیشنهادهای کاربردی نیز مطرح گردید.

fuzzy cognitive mapping the impact of onlineengagement on levels of tourist loyalty (case study:clients of travel agencies on instagram)

introduction: the growing number of travel agencies in major cities means a wider range of choices for tourists, which in turn leads to increased competition in the business. the city of isfahan is no exception to this rule and the existence of several agencies in it has created a wide competition for the owners of these jobs. undoubtedly, having loyal customers in the face of fierce competition, as well as dealing with the crisis - especially the crisis that the covid 19 virus has created for the tourism industry - will help travel agencies to be more resilient and economically viable. therefore, the mentioned conditions have made the owners of these agencies to use every opportunity to convince their customers that they are performing better than their competitors; one of these opportunities is social network. in recent years, the widespread use of social networking through the advent of smartphones has made information available anywhere and anytime. the popularity and widespread use of these networks provides an opportunity for business owners to connect online with their customers and use these networks to improve their position in a competitive market. therefore, the purpose of this study is to investigate the effect of online interaction on the instagram social network on the loyalty of customers of travel agencies. loyalty consists of four dimensions, which are cognitive, affective, conative and behavioral loyalty. cognitive loyalty means preferring one brand over other brands due to knowing that brand and the benefit it has for the customer. this type of loyalty is very weak because it is quickly lost by improving or promoting the competitors’ brand. affective loyalty is achieved when a person feels good about a brand as well as satisfied with it as a result of increasing knowledge. conative loyalty (tendency to be loyal) is achieved when the customer intends to repeat the purchase, but this action is not certain and may not lead to a purchase. finally, behavioral loyalty emphasizes repeat purchases and their amount (sotude et al., 2014; van asperen et al., 2017). customer interaction with the brand in social networks is also formed in two ways: passive and active interaction.