Abstract

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