نوع مقاله : مقاله پژوهشی
عنوان مقاله [English]
Tourism basically is a social activity, big business any of the most important world's economic sectors that its products are sold in format of pre-planned with inclusive price. Travel agents are responsible for sale of Iran touring and foreign packages in Iran. Because of high variety of foreign packages and competition of destination for attracting of tourists, sale of Iran touring packages don’t thrive. Relationship marketing as a new marketing approach can help to travel agents' managers to sale of these packages. This descriptive-analytical research studies the impact of relationship marketing tactics on buying behavior of Iran touring packages using the self-administered questionnaire which as confirmed its stability (Cronbach's Alpha and composite reliability) and reliability (AVE index). For this, collected data of 270 samples travel agents' customers of Tehran city as statistical society was analyzed by Smart-PLS and SPSS software. As path and significance (t) coefficient results only communication factor doesn't have effect on buying desire of Iran touring packages. Fair price, reward, preferred behavior and customization have a positive effect on their buying. According to conceptual model, buying desire has effect on contact commitment; contact satisfaction on trust, trust on contact commitment and buying desire doesn’t have impact on contact satisfaction.