GLOBAL TOURISM PERFORMANCE IN RELATION TO CUSTOMER RELATIONSHIP MANAGEMENT FROM THE SOCIAL MEDIA PERSPECTIVE

Having one of the most prominent dynamics globally, tourism is still under the influence of several factors, extremely different and diverse, with sometimes profound influences, difficult to explain and to commensurate. The consequence, especially that of the economic and technological expansion, is that tourism in the 21st century acquires new meanings, with multiple roles, from influences on the lifestyle and the social status, to know-how influences on organizations. Apparently, one of the factors with major implications for productive aspects, the technological factor, is currently becoming, for the actors in the tourism industry, one of the progress binders, with positive effects both in the creation, distribution and sale of tourism products and in the area of pre and post sale relationships with customers. In this context, Social Media, the most important and discussed topic regarding the online environment nowadays has become, for the tourism industry as well, a difficult to manage phenomenon, through the benefits but also through the risks regarding a new way of communication, a deep, transparent, fast one. Social CRM represents the next step to take for companies that want to get closer to their clients, becoming more efficient and competitive.