Abstract
As the most widespread service industry in the world, tourism has managed to take center stage among many managers and researchers. Hence, pinpointing the factors of tourism marketing and offering optimal solutions towards facilitation of tourist absorption a
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Abstract
As the most widespread service industry in the world, tourism has managed to take center stage among many managers and researchers. Hence, pinpointing the factors of tourism marketing and offering optimal solutions towards facilitation of tourist absorption are of prime significance. Not to mention, since only few factors of tourism marketing have been addressed in previous studies, the present research aimed to identify the tourism marketing factors via metasynthesis.
In this exploratory applied research, the entire studies on tourism marketing, conducted over 2000-2020, were taken into consideration. To this end, 580 studies were assessed, of which 87 were finally selected purposefully. Finally, through content analysis and combining the relevant literature using open, pivotal and selective coding methods, 78 codes, 21 concepts and six categories were selected and analyzed, whose validity were supported by Cohen’s Kappa Coefficient.The results demonstrated that the key categories were as follows: integrated marketing (incentive promotional mixes), satisfaction, relationship marketing, internal marketing, electronic marketing, and ICT factors. Further, a deep understanding of the existing literature on tourism marketing is presented by the present study.
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