Le App di messaggistica istantanea per accrescere l'engagement dei turisti: verso un profilo relazionale del digital tourist

This work investigates the role exercised by Crm activities on the satisfaction and engagement of customers who interact with an organi- zation in the tourism and hospitality sector through instant messaging apps and frames digital tourist profiles through an engagement-satisfac- tion matrix. An online questionnaire on a sample of 90 consumers was used to gather opinions and experiences. Through a four-quadrant ma- trix it was possible to identify digital tourist profiles: disillusioned cus- tomer (8); enjoyed customer (41), temporary customer (19), pragmatical customer (22). The results show that instant messaging is used by tour- ism companies mainly to provide information and assistance to the ser- vice, send promotions and invite to participate in an event. Despite this, if companies in the tourism and hospitality sector want to involve po- tential customers, they should not underestimate the dimension of satis- faction which, if not properly exploited, can more easily determine tem- porary relationships or disatisfaction in the customers already involved.