صبا فصیحی

The current research examines the impact of marketing automation (MA) on the performance of tourism organizations. The main purpose of this research is to investigate and analyze the impact of marketing automation technology on various dimensions of organizations' performance, especially customer relationship, customer satisfaction and customer loyalty. In general, the travel and tourism industry, as one of the largest industries in the world, needs marketing automation (MA) in order to develop and improve various sectors and ultimately the credibility of tourism marketing. In other words, today the environment of digital markets is facing increasing complexity and rapid changes that provide uncertain conditions for organizations. Today, the development of technologies has led to the increasing growth of data and information related to customers in tourism organizations, in this case, a system is needed to automatically carry out marketing campaigns and improve the performance of the organization. In this research, the research method is a descriptive survey, and the statistical population of this research includes ۱۵۰ customers of reputable tourism companies in the country who use automation technology in the marketing process of their organization. Sampling has been done in an available manner and the data collection tool was sending an electronic questionnaire to the customers. Hypotheses have been tested through regression analysis. The research results show that marketing automation technology has a significant impact on the performance of tourism organizations and concepts such as customer relationship, satisfaction and loyalty. These results can help tourism organizations to improve their performance and increase customer satisfaction and loyalty by using marketing automation.