Investigation of Effective Factors on Rumor Management in the Context of Social Networks in Tourism Industry Marketing

Abstract

Effective management of rumors in social networks is very important for government tourism organizations to maintain their reputation, attract tourists and promote their economic growth. The main purpose of the current research is to investigate the effective factors on rumor management in the context of social networks in the tourism industry. The research method is descriptive-survey. The statistical population was the employees of organizations and recreation and tourism centers in the public sector. The sampling method is a multi-stage cluster and the questionnaires were randomly distributed in each stage. To investigate the research questions, relevant statistical tests were used, including the path analysis test, and factor analysis was used to determine the convergent and divergent validity of the research questionnaire. The statistical software used was SPSS and PLS. The findings showed that the effective factors on the management of rumors in social networks in the field of government tourism in Iran included malicious rumors and innocent rumors. It includes reference support and building trust. According to the results of the research, it was suggested that government tourism managers can use them to benefit government tourism organizations by managing innocent rumors in social networks, and also by managing malicious rumors that spread on the network. are in the field of tourism, they can control their negative impact on the achievement of the organization's goals.