Identifying the effective factors on social media marketing in the sustainable development of tourism businesses

Today , with the advent of the digital age, new management approaches and methods are needed. One of the new communication methods to communicate in today's world is social media. Basically, marketing through social media has an impact on business growth. In fact, such media are a tool for market research and enable companies to select their desired customers through their users, according to the request for new products through the statistics system that has been proven in the world's economic forums. Therefore, the aim of the current research is to identify the effective factors on social media marketing in the sustainable development of tourism businesses (case of study: travel and tourism service companies in Tehran) using the fuzzy cognitive mapping approach. Descriptive research is a survey. 43 employees of travel and tourism service agencies in Tehran were randomly selected and interviewed. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the factors of using knowledge and specialized force, long-term relationship with tourists, and social media targeting were the most important; Because they were more central. Finally, some suggestions were made based on the obtained results.