Entry to New Markets with Using Influence Economical Mobile Government Services in Tourism Industry (Case Study: Kish Free Zone)

Subject Areas : Jounal of Marketing Management

R. Radfar ¹ , A. R. Poorebrahimi ² , M. Najafi Asadollahi ³

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Received: 2013-08-26 Accepted : 2013-08-26 Published : 2012-03-20

Keywords: mobile government, Economical services, tourism industry, New markets, Kish free zone,

Abstract :

Purpose Using information technology in marketing activities of organizations enable them to have effective competition in the market. Also information technology is introduced as a source of innovation in services and products which also according to its ability of more data processing in less times, improve the efficiency of marketing activities and decision making process. This study aims to find the most appropriate and efficient services presentable by mobile government for tourism industry in Kish FZO. In the other words, the purpose of this study is to perform market study and review economic services presented by mobile government for tourism industry. By doing this, managers and decision makers in Kish FZO will be aware of priorities and needs of the zone in this area, and will make better decisions. Research Method Method of this research is goal-based, applied and depend on type and nature of used data and descriptive. Also most of the used data is qualitative and reached by questionnaire and interview. Statistical population of this research are managers, experts and other interested-parties of tourism industry in Kish FZO. According to undertaken surveys and reports revealed by Kish FZO Organization, at this time there are 120 active companies with 412 managers and experts in tourism industry. Findings and Managerial Implications According to comparative research of mobile services presented in the world and accommodating them with needs and facilities of Kish FZO, services in economic area were chosen and evaluated by their audiences. As a result, 14 services were listed and ranked. The most important three suggested services were receiving alarm SMS for reminding some activities, mobile services for Airplane ticket sale and mobile payment of company charges and expenses. With determining of most important and efficient economic services of mobile government, managers and decision makers in Kish FZO are more than before aware of needs and priorities of the zone and will be able to present these services in accordance of importance and priority. Research Innovation Mobile government is a rather new topic after electronic government which is debated in the world. Services, facilities and the way of using these services in different sections have been studied. In our country, proper studies about mobile government services in tourism industry have not been done yet. So this frame work is one the first studies which has been done in mobile government’s marketing and tourism industry in Iran, and Kish FZO is the first area to study.