Journal of Tourism and Development

Journal of Tourism and Development

Designing the marketing model of tourist destinations using new electronic technologies

Document Type : Original Article

Authors
Fatemeh Mirzaei 1
Hamid zargham boroujeni, 2
Farid Askari 3
Seyed Mahdi Moafi madani, 4
1 Department of Business Management, Ab.C., Islamic Azad University, Abhar, Iran
2 Department of Tourism Management, Allameh Tabatabai University, Tehran, Iran
3 Department of Financial Management and Economic Sciences, Ab.C., Islamic Azad University, Abhar, Iran.
4 Department Business Management, Hi.C., Islamic Azad University, Hidej, Iran
10.22034/jtd.2024.478269.2964
Abstract
Effective marketing and the use of new marketing methods is one of the most important needs of the tourism industry. Tourism is one of the largest service sectors, which is accompanied by a sharp increase in competition, and attracting the attention of people as tourists and stimulating the intention to travel requires new marketing methods. This research was conducted with the aim of designing the marketing model of tourist destinations using modern electronic technologies. The current research is an applied research from the point of view of the goal and from the point of view of the method and time period of data collection, it is included in the category of survey-cross-sectional research. Due to the simultaneous use of quantitative and qualitative methods, it is a mixed research. The statistical population of this article in the qualitative stage includes experienced professors and experts in the tourism industry, which was used in a targeted way from the perspective of 24 people. Also, in the quantitative part, the point of view of 384 tourists was used. Thematic analysis method has been used to identify the underlying categories of tourism destination marketing using modern electronic technologies. The partial least squares method has also been used to validate the model. Data analysis was done with MaxQDA and Smart PLS software. The results show that political-economic conditions, governmental support and cultural-social conditions affect new electronic technologies and digital transformation. These factors affect tourism infrastructures and empowerment of tourism facilities and lead to destination brand awareness, tourist experience management and multi-sensory marketing. Through improving the awareness of the destination brand, tourist experience management and multi-sensory marketing, the marketing of tourist destinations becomes possible.
Keywords
tourism industry
marketing of tourist destinations
new electronic technologies
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