Identifying and prioritizing the factors affecting the management of online relationships on tourists in uncertain conditions

Due to the insufficient internal research in presenting the model of online CRM in Iran, this study aimed to explore the factors affecting this issue and the relationships between them. Customers in the Iranian tourism industry have been exposed to uncertainty by using the gray Dematel method. This research is a purposive, descriptive-analytical study and is one of the exploratory studies on qualitative and quantitative mixing. Document libraries and scrolling methods have been used to collect the combined information. The statistical population of this study was experts in the tourism industry and online communication field. The statistical sample in the study consisted of 20 people selected by the snowball method. Content validity and face validity of the theoretical model of research have been confirmed by experts and parallel coding method has been used to control the reliability of extractive conceptual structures.Findings from the implementation of the gray Dematel method made it clear that among all the variables and factors extracted in the literature, content marketing variables in cyberspace, utilizing self-service technologies and culture were, respectively, the most important variables influencing the model. Finally, electronic word of mouth marketing, tourism relationship management performance and tourist loyalty, respectively,have been the most important influencing variables in the present study.Thus, the main causal relationship was identified among the most important variables forming the model of online relationship management with customers in the Iranian tourism industry.