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This paper aims to deepen the current knowledge of seasonality by investigating visitors’ intentional and behavioural patterns during peak and off-peak seasons. It compares the variation in several key behavioural factors, namely, duration of stay, party size, revisit intention, spending and breakdown of spending in different sectors in hospitality and tourism including entertainment, restaurant, accommodation and transportation. Moreover, this research expands the understanding by examining the effectiveness of two innovative strategies of offering a digital app and organising a unique event to tackle seasonal imbalances through stimulating visitors’ intention to change their timing of visit from peak to off-peak periods.

The author initially used a Delphi approach to gather experts’ opinion on the two scenario settings: event organisation and a trip planner app. The scenarios aimed to potentially encourage visitors to change their visit time to off-peak seasons. Then, using a quantitative survey, the travel habits and spending behaviours of 310 participants were captured. Furthermore, the survey assessed their intention to travel during off-peak seasons in response to the implementation of the two innovative strategies.

The results revealed that although the number of visitors who travel in off-peak seasons may be lower, their daily spending is higher than peak season visitors. In addition to total spending per day, the duration of stay, part size, quality of accommodation and re-visit intention of visitors indicated significant variation between peak and off-peak seasons. According to the statistical analysis’ results, organising events (including festivals) proves more effective in encouraging visitors to travel during off-peak seasons compared to digital innovation (i.e. a trip planner app). This finding is in line with the tenets of the Jobs-to-be-Done Theory of innovation.

This study contributes by conceptualising the mechanism of seasonality and its impacts on subsectors of tourism and hospitality. To the best of the author’s knowledge, this is one of the few empirical research that compares the behavioural patterns of visitors including their average spending per day between peak and off-peak seasons. Previous studies focused on specific regions or sectors, whereas this research investigates visitors’ behaviour on a broader scale to provide more comprehensive view. Furthermore, this study is novel due to practising an outside-in approach through investigating the effectiveness of the two innovative strategies aimed at addressing seasonality in the hospitality and tourism industry from visitors’ point of view.

Nowadays, businesses globally are scrambling to keep up with the latest trend of adopting Information Technology (IT) tools like electronic customer relationship management (E-CRM). The study aims to examine and describe the impact of information availability, system security and quality on consumer satisfaction and E-CRM efficacy in shopping websites.

Communication in the period of the fourth industrial revolution was performed face to face and via the use of technological communication tools. The growth of information and communication technology (ICT) has compelled businesses to embrace E-CRM to strengthen client relationships and boost profitability, loyalty and satisfaction. E-CRM is implemented to establish communication with customers. So the major goal of the investigation is to look at the function of influencing variables in E-CRM system efficiency in online buying. The present study's statistical population is limitless. The sample size for structural equations is determined to be 384, utilizing the sample measurement technique. A research framework is developed with four hypotheses resulting from previous research to measure the sample. SMART PLS software is used to assess the suggested model and the data received from the questionnaire.

According to the findings, availability of information, information quality and security influence user satisfaction. Therefore, considering the dimensions could be a great step in the improvement of the E-CRM effectiveness. The outcomes also showed that online shopping sites should help customers observe the accordance between the received services and their needs' features.

Despite many efforts to complete the article, the low sample size is one of the limitations of this article. Also, the study has only been evaluated in one country, so generalization of results should be made with caution.

The E-CRM process is a continuous learning process where information about the customer is transformed into a customer relationship. Also, customer satisfaction is the core concern of any system, and such systems must assess customer satisfaction levels by incorporating a procedure. Many research findings show that development managers try to enhance the quality of the relationship with development managers' customers. The study recommends that both designers and managers focus on security, system quality and access to information to boost customer satisfaction.

The research discusses and identifies the key factors that must be considered while providing the solutions of E-CRM. The study helps managers to accelerate E-CRM systems. Also, the paper supports the field of the managers-orientated perspective in E-CRM.