Analyzing the Study Variable (Integrated Marketing Communications) by Conducting Semi-Structure Interviews with Managers in the Tourism Marketing Sulaimani Governorate
محورهای موضوعی : International Journal of Finance, Accounting and Economics StudiesSalar Sarhad Khaleefa Younus 1 , Mansour Irandoost 2 , Reza Shafei 3
1 - Ph.D. Candidate, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran.
2 - Assistant Professor, Department of Management, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran
3 - Associate Professor, Faculty of Humanities and Social Sciences,
University of Kurdistan, Kurdistan, Iran.
کلید واژه: Integrated Marketing Communications, Semi-Structure Interviews, Tourism Marketing, Sulaimani Governorate,
چکیده مقاله :
The tourism industry in the Kurdistan Region continues to grow, and new opportunities are emerging. The KRG has established specific growth objectives in order to boost its evolving tourism industry, which is emerging as a key sector that is expected to contribute to the rapid economic development of the Kurdistan Region. Today it is necessary that organizations understand why the integrated marketing communication programs have become so important in their activity, especially after 1990.Accordingly, our study seeks to respond to this call for a more holistic perspective to analyze IMC and causal factors on IMC and its impact on performance. Mixed research method is used by the researcher to accurately and comprehensively identify a phenomenon and tries to consider multiple approaches, and positions. The strategy of this research is in the qualitative method, the grounded theory, and in the quantitative method, survey.The results demonstrated that there was a difference in the respondents' perspectives regarding the description of each of the Integrated Marketing Communications dimensions, as the highest percentage of agreement was in the Personal Selling dimension.The study showed that integrated marketing communications have become one of the most important factors on which various tourism companies rely to attract tourists, in line with the development in the surrounding environment, the aspirations of tourists and changes in the ways they deal with tourism programs. In addition, it was found that integrated Marketing Communications is the link between tourism institutions and their target audience of tourists.
