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The study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally, it aims to examine the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and loyalty.

An integrated theoretical framework is developed by incorporating CRM practices and guest engagement into the satisfaction-loyalty framework. Two research instruments were adapted from the literature to assess the perspectives of customers and employees in the hotel industry in Kashmir. The customer survey measured guest satisfaction, loyalty, and engagement, while the employee survey focused on CRM practices, including key customer focus and CRM organization. Data was collected using a pen-and-paper survey with convenience sampling across 10 qualifying hotels, each classified as 3-star or above. A total of 270 matched responses from guests and employees were obtained and analyzed using descriptive analysis, structural equation modeling (SEM), and moderation analysis with SPSS and AMOS software. The study utilized a rigorous data matching process to ensure reliability, with guest-employee pairs verified and cross-checked with hotel records.

The results indicate CRM practices play a pivotal role in shaping guest satisfaction and loyalty. Notably, personalization and a targeted customer approach emerged as the most influential factors in enhancing tourist satisfaction. Similarly, prospecting, personalization, and effective knowledge management significantly contributed to visitor loyalty. The establishment of robust relationships is underscored through collaborative active guest engagement. Furthermore, the study highlights the nuanced relationship between satisfaction and loyalty moderated by guest engagement. High levels of guest engagement amplify the positive impact of satisfaction on loyalty, while lower engagement levels attenuate this effect. Moreover, the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and CRM practices and guest loyalty was notably strong at elevated guest engagement levels and relatively weaker at lower engagement levels.

While the study findings encourage organizations to prioritize customer relationship development, hospitality entities must emphasize the adoption of CRM philosophy and robust guest engagement measures. Actively involving guests in co-creating services can yield incremental benefits in terms of attracting, retaining, and effectively serving guests.

This study introduces novel dimensions to the existing CRM framework within the hospitality context, specifically exploring the impact of hotel-specific elements (personalization and prospecting) on customer satisfaction and loyalty. Furthermore, it innovatively investigates the moderating role of guest engagement in the satisfaction-loyalty relationship, expanding its scope to include the relationships between CRM practices and guest satisfaction and guest loyalty.

This study aims to extend the theory of planned behaviour (TPB) to develop finer understanding about tourist’s attitude and intention towards visiting a politically unstable and conflict-ridden destination such as Kashmir.

A research instrument adapted from previous studies is administered on 490 tourists. The data collected is subjected to exploratory factor analysis followed by structural equation modelling using SPSS and AMOS. The study tests and validates a more robust behavioural prediction model grounded on the TPB.

The results of the study found that the tourists’ destination choice intention in a politically sensitive area such as Jammu and Kashmir is collectively determined by perceived destination attractiveness, perceived destination image, familiarity with place, media exposure and perceived value. However, quite interestingly, perceived risk and attitude were found to be insignificant determinants of choice intentionality.

The study empirically validates extended TPB to predict tourist behaviour in a politically sensitive setting. Furthermore, the study provides vital inputs to the destination managers, policy makers and practitioners to develop strategies to enhance destination image and attractiveness. Although the study provides critical insights into the tourist’s decision-making process, nonetheless, certain limitations, such as restricted geographical approach, convenience sampling and ignoring the inter-group variations, warrant attention.

The study is essentially a pioneering effort in applying an integrated TPB model in determining destination choice intentionality in a politically sensitive region of Jammu and Kashmir. The region has the potential to be one of the best destinations in the world. Therefore, studying the tourist perceptions and attitudes and intention towards Kashmir could help the local government and other destination management organizations in charting future courses of action.

本研究旨在扩展计划行为理论（TPB）, 以便更深入地了解游客对以克什米尔为例的政治动荡、冲突不断型旅游目的地的态度和意向。

基于以往研究, 本文修订开发了适用于本研究的研究工具, 并据此采集了490个游客样本。运用SPSS软件和AMOS软件, 本研究对样本数据进行了结构方程建模, 并以此进行探索性因子分析。本研究检验并验证了基于计划行为理论（TPB）的更有力的行为预测模型。

研究发现对于查谟和克什米尔这类政治敏感的目的地, 游客的目的地选择意向由目的地感知吸引力、目的地感知形象、感知价值、媒体曝光度和游客对地方的熟悉程度共同决定。研究还有一项有趣的发现：感知风险和态度对游客的目的地选择意向的影响并不显著。

研究实证检验了扩展计划行为理论对政治敏感环境下游客行为的预测作用, 为目的地管理人员、政策制定人员和从业人员等提升目的地形象和吸引力提供了重要参考。然而, 尽管本研究揭示了游客的决策行为过程, 但研究结论仍受限于以下几点：单一的地理研究方法、方便抽样法、忽视了群体间的差异。

本文开创性地利用扩展的计划行为理论模型研究游客对政治敏感地区——查谟和克什米尔的选择意向。克什米尔地区有潜力成为全球最佳的旅游目的地之一, 因此研究游客对该地区的感知、态度和意向对于当地政府和其他管理组织制定未来的行动方案具有重要意义。

Este estudio se centra en extender la teoría del comportamiento planificado para una mejor comprensión de la actitud y la intención de los turistas de visitar un destino políticamente inestable y conflictivo como Kashmir.

Se administró un cuestionario adaptado de estudios previos a 490 turistas. Los datos recogidos se analizaron mediante análisis factorial exploratorio seguido de un modelo de ecuaciones estructurales mediante SPSS y AMOS. El estudio prueba y valida un modelo de predicción de comportamiento más robusto basado en la Teoría del Comportamiento Planificado (TPB).

Los resultados del estudio muestran que la intención de elección del destino en un área políticamente sensible como Jammu y Kashmir está determinada conjuntamente por el atractivo percibido del destino, la imagen percibida del destino, la familiaridad con el lugar, la exposición a los medios y el valor percibido. Sin embargo, el riesgo percibido y la actitud resultaron ser determinantes no significativos de la intencionalidad de elección.

El estudio valida empíricamente la TPB ampliada para predecir el comportamiento de los turistas en un entorno políticamente sensible. Además, el estudio proporciona información relevante a los gestores de destinos, los responsables políticos y los profesionales para desarrollar estrategias que mejoren la imagen y el atractivo de los destinos. Aunque el estudio proporciona una visión crítica del proceso de toma de decisiones del turista, ciertas limitaciones, como el enfoque geográfico restringido, el muestreo de conveniencia y el hecho de ignorar las variaciones intergrupales, merecen atención.

La investigación presenta un esfuerzo pionero en la aplicación de un modelo TPB integrado que determina la intencionalidad de la elección del destino en una región políticamente sensible de Jammu y Kashmir. La región tiene potencial para ser uno de los mejores destinos del mundo. Por consiguiente, el estudio de las percepciones, actitudes e intención de los turistas hacia Kashmir podría ayudar al gobierno local y a otras organizaciones de gestión de destinos a trazar acciones futuras.

The study aims to investigate the effect of four customer relationship management (CRM) dimensions, namely, customer orientation, customer relationship management organization, managing knowledge and CRM based technology, on customer satisfaction in the hospitality sector of Kashmir.

A survey instrument with a slight modification is adapted from literature and is exercised on the customers of three- and four-star hotels operating in Kashmir. A total of 176 responses received using systematic random sampling were subjected to exploratory factor and regression analyses to uncover the underlying relationships among dependent and independent variables.

The results revealed a significant and positive relationship between CRM dimensions, namely, customer orientation, managing knowledge and CRM organization on customer satisfaction. Though the results also indicate a significant positive effect of CRM-based technology on customer satisfaction, the magnitude of this effect is very weak. This suggests that hotel organizations use technology as a mere tool to store customer information only. Thus, CRM-based technology should be used by the hotels to analyze customer information and, subsequently, design customized products. This will unravel the full potential of the technology and lead to better customer satisfaction.

The findings of this study provide significant insights to the practitioners to understand the role of successfully implementing a CRM strategy. It reflects that establishing an effective CRM strategy helps managers in improving customer satisfaction and in maintaining a long-term relationship with customers to achieve the organizational goals. Thus, establishing an efficient and effective CRM strategy should be (one of) the key objectives for all hotel managers. Moreover, the hotels that successfully implement CRM strategy and manage customer knowledge properly will reap the rewards in terms of better customer loyalty and long-term sustainable profitability.

This study approaches the implementation of CRM strategy from a customer perspective with a specific focus on investigating the effect of four CRM dimensions on customer satisfaction in the hospitality sector. This will provide a novel impetus to the hotel managers to devise and manage a CRM strategy that leads to (better) customer satisfaction.