The current research examines how digital marketing affects the development of the tourism industry. The research method is of applied type and in terms of approach, it is exploratory of qualitative/quantitative type, which in this article we will examine the qualitativ
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The current research examines how digital marketing affects the development of the tourism industry. The research method is of applied type and in terms of approach, it is exploratory of qualitative/quantitative type, which in this article we will examine the qualitative part. The statistical population of the research includes experts in the tourism industry who are fully familiar with digital marketing, and 12 people were selected as a research sample using a targeted snowball method. In this research, the method of content analysis based on open coding, axial coding and selective coding was used to analyze the data, based on the foundational data theory. The results showed that the elements of digital marketing through 5 components of technical features of digital tools, comparative advantage, cost for customers, management of items and processes, promotion, quality of services and quality of information, cause tourism intention or in other words tourist learning, tourist involvement, travel intention and the intention to visit again; Also, the intention of tourism leads to empowerment of human resources and environmental empowerment of hotels on Kish Island. Meanwhile, environmental factors such as political-security, economic, cultural factors and tourism policies as intervening conditions and infrastructures such as transportation, accommodation and health services, food and restaurants and information and communication systems as background factors affect the empowerment of Kish Island hotels and ultimately leads to tourism development, or in other words, economic development, cultural-social development, political development and environmental development. Therefore, it can be acknowledged that the development of tourism is a complex process and is heavily influenced by the technical characteristics of digital tools, environmental factors and infrastructure.
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