Unveiling the Power of Social CRM: Catalysts and Impacts on Elevating Tourism Firm Performance

Refining Social Customer Relationship Management (SCRM) capabilities has shown to significantly enhance performance within the tourism industry. Despite its proven impact, there is a paucity of research on SCRM within the guest house context. Grounded in the resource-based approach (RBV), this study aims to illuminate the determinants of SCRM capabilities and their potential consequences. Utilizing the partial regression of least squares method within the structural equation framework (PLS-SEM), our findings demonstrate that a business’s technological orientation and the availability of consumer co-creation opportunities contribute to the augmentation of SCRM capabilities. Furthermore, these enhanced capabilities exhibit a positive correlation with both financial and marketing performance. Significantly, this positive effect is intensified in the presence of an innovative corporate culture. The outcomes of this research carry theoretical and managerial implications, providing insights into the factors influencing SCRM capabilities and their subsequent impact on business performance, particularly within the distinctive context of guest houses.