Designing ethical marketing model in tourism industry(Shiraz)

Subject Areas : Journal of Cultural Management

mehrnoosh khabiri ¹ ( دانش آموخته کارشناسی ارشد مدیریت بازرگانی (گرایش بازرگانی بین‌الملل(، دانشگاه آزاد اسلامی، واحد علوم تحقیقات، تهران، ایران. )
محسن رنجبر ² ( Associate Professor, Islamic Azad University, Science and Research Branch, Tehran, Iran )
Dr.ali Akhavan Ghannadi ³ ( Assistant Professor 18, full-time faculty of Naraq Branch. PhD in Media Management )

Received: 2020-11-27 Accepted : 2021-06-30 Published : 2022-04-21

Keywords: Keywords: Ethical Marketing, Social responsibility, services, tourism industry, Ethical Commitments,

Abstract :

The purpose of this study was to design an ethical marketing model in the tourism industry. The method of this research was a combination of exploratory and based on qualitative-quantitative method with qualitative priority. The statistical population in the qualitative section of academic elites and tourism industry in Shiraz was Delphi method with 15 people and the statistical population in the quantitative section included users of tourism services in Shiraz in 1397 where 257 people were selected based on Cochran's formula. .Qualitative results showed 12 main factors of justice; Honesty; Welfare; the freedom; Law agent; Tourist rights; Moral obligations; Social obligations ; Social Responsibility; Social accountability; Religious intentions, motives, and restrictions, from the experts' point of view, affect the ethical marketing model in the tourism industry, and the results were partially confirmed. Based on the optimal fit of the designed model, the proposed model is an efficient tool in this field.