Construction and Lived Experience of Tourism Industry Experts and Experts in Tourism Marketing Using the Grounded Theory Method

Subject Areas : Futurology

Abas Asadi ¹ , Kambiz Heidarzadeh ² , mohsen Khonsiavash ³ , mansooreh aligholi ⁴

1 - دانشجوی دکتری مدیریت بازاریابی واحد قزوین
2 - Kambiz Heidarzadeh, Assoc. Prof. Dr. Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Faculty of Electrical Engineering, Computer and Information Technology, Islamic Azad University, Qazvin Branch, Qazvin, Iran
4 - Associate Professor, Department of Business Management, Centeral Tehran branch, Islamic Azad University, Tehran, Iran

Received: 2020-02-27 Accepted : 2020-03-20 Published : 2021-07-23

Keywords: Tourism, Mental Model, Grounded Theory, Tourism Marketing,

Abstract :

Bachground: Tourism industry as the most diverse and biggest industry in the world is the most important source of income and creating job opportunities for many countries in the world, so its marketing in the country is of special place.Objective: this study aims to explore the mental pattern of experts, tourism industry experts and some foreign tourists in Tehran from tourism marketing.Methods: The method used in this research is qualitative method based on data method and interviews with experts and experts in tourism field. The sampling used in this paper is theoretical sampling after conducting interviews and gathering information, the results obtained indifferent sections have been analyzed.Findings: in the proposed model, there are 12 main categories: institutional cooperation, deep understanding, tourism diplomacy, support of national economy, support of national economy, support of national economy, support of market research, introduction of capabilities, and institutional alignment, awareness and development of market research results in the consequences of global tourism diplomacy and support for the national economy.Conclusion: The results of this study showed that the mental model of tourism industry experts and experts can transform the development of the tourism market and bring about fundamental changes in the industry.