List of Articles بازاریابی گردشگری

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  1 - Identification of Tourism Marketing Factors via Metasynthesis
  aziz arfai Farshid Namamian
  10.52547/journalitor.35996.10.20.211
  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 More

  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. Manuscript profile
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  2 - Investigating the Role of Social Capital, Social Interaction, and Knowledge Sharing in E-Tourism Marketing
  haydar mohammadi mosavi jad seyed mohammad yosra salehi seyede hayde nemati
  10.61186/journalitor.36224.11.23.181
  Today, the expansion of electronic tourism has decreased the intermediary role of travel agencies, and tourists themselves directly purchase travel packages. Therefore, travel agencies must develop new strategies to deal with this new situation and revive their business More

  Today, the expansion of electronic tourism has decreased the intermediary role of travel agencies, and tourists themselves directly purchase travel packages. Therefore, travel agencies must develop new strategies to deal with this new situation and revive their business, including the use of social capital, social interaction, and knowledge sharing in electronic tourism marketing. This study is applied in terms of purpose and descriptive survey in terms of methodology. The statistical population of the study comprised managers of travel agencies in Tehran, out of whom 110 participants were selected via non-probable quota sampling. The required data were collected through a researcher-developed questionnaire, whose content validity was confirmed by six expert professors and experts in the field of tourism and management. Moreover, the convergent and divergent validity of the questionnaire was confirmed. On the other hand, the total and composite reliability of the questionnaire was found to be over 0.7 and 0.8, respectively, which proved to be acceptable. The collected data were then analyzed under descriptive and inferential categories using the SPSS and SmartPLS software. The findings of the study indicated that social capital, social interaction, and knowledge sharing had a direct influence on e-tourism marketing. Moreover, social capital and social interaction were found to have a significant positive influence on knowledge sharing. Manuscript profile
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  3 - Investigating the Role of Residents' Support for Health Tourism Development in Marketing Using the Cognitive Mapping Approach: A Case Study of Isfahan’s Healthcare Town
  mahnaz Doosti-Irani Mir Mohammad  Asadi
  10.61186/journalitor.36247.11.23.63
  Focusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a f More

  Focusing on "the residents' support for the development of health tourism" as a variable that could be considered by marketers to increase demands for this kind of tourism, this study sought to investigate the variables affected by the residents' support and prepare a fuzzy cognitive map of such factors using a systemic model. To this end, the aforementioned variables were identified using the Delphi technique. Then, the research model was developed and analyzed using fuzzy cognitive mapping. The findings of the study suggested that the residents' support affected factors such as the destination image, tourist satisfaction, tourist loyalty, positive advertisements by word of mouth, perceived quality of services, tourists' emotional solidarity with the residents, and spatial belonging of tourists to destinations. Moreover, the results of fuzzy cognitive mapping showed that in a system consisting of the above-mentioned variables, the residents' support played a significant role in tourist loyalty and positive word-of-mouth advertisement, with its impact being greater than that of satisfaction or even service quality. In other words, winning the residents' support is a priority in this regard. Moreover, residents' support affects other relevant factors, including perceived quality, tourist satisfaction, spatial belonging, and emotional attachment. Therefore, gaining the residents’ support is highly recommended to be considered in marketing health tourism. Considering the research gaps in this field, the results of the current study could be used for enriching the related literature. Manuscript profile