Examining Social Media Communications, Brand Equity, Satisfaction and Loyalty Generated by Tourism

Abstract

The growth of social media technology is a global phenomenon in the current generation. Trivago, Booking.com, and TripAdvisor are popular social media apps, allowing companies and tourism sectors to promote brands for their customers (and develop and expand their relationships with customers beyond the services required). Also, customers participate in social media programs simultaneously and improve their relationships with brands. Therefore, these social media applications have very important marketing applications The studies conducted in the field of social media tourism that have examined the behaviors of customers The purpose of this study is to investigate social media communication, brand equity, satisfaction and loyalty generated by tourism Statistical analysis using SPSS and AMOS softwareThe findings of the research show that the capabilities of social networks affect the process of the tourist's experience of social networking and interaction with tourists and creating satisfaction for tourists also affect their intention to travel, but the special value of the tourism brand with maximum interaction is an attractive appearance and an important credit for tourists. The findings of the research show that the capabilities of social networks affect the process of the tourist's experience of the social network and interaction with tourists.