The role of E-CRM in facilitating Tourism Destination selection)Case Study: Tehran travel agencies)

Understanding the role of electronic customer relationship management in facilitating destination selection from the perspective of managers and senior marketing experts of active travel and tourism agencies in Tehran, is the main purpose of this study. In addition to this main goal, several sub-goals were adopted in order to better understand the elements and components of electronic communication with the customer, The present study has been through qualitative method with the aim of providing a model explaining the role of ECRM in facilitating destination selection. Therefore Grounded theory method and a non-probabilistic purposive sampling was used in to determine sample of study. Use of grounded theory method tools such as data fragmentation, open coding and axial coding led to the identification of six main categories of causal conditions, subject-oriented, contextual or environmental conditions, intervening conditions, strategies and consequences.