Journal of Tourism and Development

Journal of Tourism and Development

Identification of AI-Based Customer Relationship Management Components in Digital Marketing within the Health Tourism Industry

Document Type : Original Article

Authors
Ali Emami 1
Mohammad nader Mohammadi 2
Seyed Hamid Hosseini 3
Tohfeh Ghobadi Lamouki 4
Alireza Aghighi 5
1 PhD Student in Business Management, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Assistant Professor, Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
3 Assistant Professor, Department of Management, Tuyserkan Branch, Islamic Azad University, Tuyserkan, Iran
4 Assistant Professor, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran
5 Associate Professor, Department of Management, Faculty of Management, Payame Noor University, Tehran, Iran
10.22034/jtd.2025.485401.2985
Abstract
The integration of artificial intelligence in customer relationship management has provided transformative opportunities for businesses to improve customer engagement and operational efficiency. Given the increasing acceleration of artificial intelligence technologies and digital evolution caused by the Corona pandemic, research on artificial intelligence-based customer relationship management has increased. This study was conducted with the aim of identifying the components of artificial intelligence-based customer relationship management in digital marketing in the health tourism industry. The statistical population of the study consisted of experts and scholars in the fields of marketing and artificial intelligence, of which 14 people were selected as a sample. Data analysis was also conducted using the grounded theory method in three stages of initial coding, axial coding, and selective coding. The research results showed that the causal conditions in the study include promoting market competition, improving relationships, automated data analysis, and empowerment. The background conditions include customer data management, intelligent services. Also, the intervening conditions include efficient planning, resource saving, and customer behavior management. The strategies in the research include solving the integration problem, solving the information management problem, solving the planning problem, and the consequences include increasing customer satisfaction, increasing financial strength, building customer loyalty, and saving time.
Keywords
Health Tourism Industry
Customer Relationship Management
Artificial Intelligence
Digital Marketing
 
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