Designing a marketing model in the community based on customer experience in nature tourism in Mazandaran province

golnar shojaei ¹ (Assistant Professor, Department of Public Administration, Shahrood Branch, Islamic Azad University, Shahrood, Iran)
Mahboubeh Naderi Doust ² (PhD student in Business Management, Shahroud Branch, Islamic Azad University, Shahroud, Iran)

Submited date : 2022-04-18 accepted date : 2023-02-28

Keywords: Marketing, Keywords: customer experience, nature tourism,

Abstract :

AbstractThe purpose of this study is to design a design model for the customer experience in nature tourism in Mazandaran province. The statistical population of the study includes operators, tourism researchers and tourists who travel to different areas in Mazandaran province for nature tourism. The components have been identified through the literature and the Delphi technique has been used to screen the components. The Delphi questionnaire was screened in 3 rounds by tourism visitors. In the second step, we use the ISM (structural-interpretive) technique to level the components and identify the effective components. The results of the research indicate that in the first step, according to the Delphi technique in a model for customer experience, 3 dimensions and 11 components have been determined by. Three dimensions include factors related to customer experience, individual factors and environmental factors. In the second step in the structural-interpretive technique, the components are placed on 4 levels. According to the dependence-influence analysis, the components of political and economic factors have been identified as the most influential and key components in comparison models for expert experience in nature tourism in Mazandaran province.Keywords: customer experience, nature tourism, marketing