Exploring the Central Role of Marketing in the Tourism Industry of Tehran
Subject Areas : Marketing and business network development
1 - Department of Marketing Management, Varamin-Pishva Branch, Islamic Azad University, Varamin, Iran
Keywords: Tourism, tourism marketing, industry experts, foreign tourists,
Abstract :
Marketing is one of the most important components in the field of management, and the tourism market is one of the most attractive markets today among various industries. The tourism industry has been recognized as a form of industrial transformation in many countries, including those in East Asia, and in recent years, numerous industrial companies have engaged in tourism processes and facilities. Furthermore, the tourism industry is one of the most significant sectors of the global economy, generating the highest revenue and employment opportunities among various industries over the past decade. Accordingly, this research aims to elucidate the central role of marketing in the tourism industry of Tehran. A sample size of 384 individuals was selected, and data collection was conducted using both library and field methods, employing a questionnaire as the tool. The validity of the research instrument was examined and confirmed, while the reliability was assessed using Cronbach's alpha coefficient and found acceptable. The analysis of the research findings was conducted in two parts: the first part examined the normality of the data using the Kolmogorov-Smirnov test, and after performing confirmatory factor analysis of the variables within measurement models, the subsequent section utilized structural equation modeling to test the hypotheses of the research. The findings indicate that the t-value related to the relationship between the variables of structural factors, behavioral factors, and contextual factors with tourism marketing is greater than 1.96 at a 95% confidence level, suggesting a significant impact of independent variables on tourism marketing. The tourism market, as an indigenous and efficient construct, can be effective and applicable in the management of tourism in the country.
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