Technology Application in the Asian Tourism Industry: Customer Relations

Strategies created through tourism businesses require the implementation of new management approaches and techniques in order to provide customer loyalty and increase the number of customers in the long term. One of the most up-to-date approaches and techniques mentioned is the customer relations that places the customer at its center and aims to beyond customer satisfaction. Recently, the reasons for the frequent use of customer relations by tourism businesses are divided into two as structural change and technological developments in demand and competition. Therefore, it is technological developments in a sense that determines the development movement of customer relations. In this context, it can be said that technological practices/developments play a critical role as the driving force in the background of the new methods, approaches, and techniques such as relational marketing and personalized mass production that have emerged recently in the field of production, marketing, and sales. Tourism businesses, which implement customer relations applications by developing solutions that are integrated with the most effective technological applications, aim to create loyal customers finding the most profitable customers for them, reduce the operating and marketing costs by keeping these loyal customers, and thus increase profitability. In this context, it is aimed to reveal the technological applications of customer relations in Asian tourism market and the effect of technology on customer relations in this chapter.