Modelling the Effects of Marketing Strategies on Tourist Satisfaction in the Tourism Industry (Case Study: Tourist Attractions in Tehran)
Aim: Tourism marketing, as a part of the vast tourism industry, can play a significant role in empowering local communities, diversifying economic growth, and creating new job opportunities in connection with other economic sectors. This study aims to examine the effects of tourism marketing strateg...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Hakim Sabzevari University
2025-08-01
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| Series: | مطالعات جغرافیایی مناطق خشک |
| Subjects: | |
| Online Access: | https://jargs.hsu.ac.ir/article_220409_3e33aa5812e7706c749a19321226feef.pdf |
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| Summary: | Aim: Tourism marketing, as a part of the vast tourism industry, can play a significant role in empowering local communities, diversifying economic growth, and creating new job opportunities in connection with other economic sectors. This study aims to examine the effects of tourism marketing strategies on tourist satisfaction.Materials & Methods: The research method is quantitative and conducted in a descriptive-analytical manner. The statistical population includes all tourists in Tehran (an infinite population), from which a sample of 386 individuals was selected using the Morgan table. Data analysis in this research was performed using correlation and stepwise regression tests in SPSS software. Additionally, due to the non-normality of the data, Structural Equation Modelling (SEM) was employed using the Partial Least Squares (PLS) method with SMART PLS4 software.Finding: The findings showed that tourism marketing strategies with a T value (36.279) and path coefficient value (0.771) have a positive effect on tourists' satisfaction. Also, the results of multivariable linear regression showed step by step that tourist attractions had the most effect with (0.470), and advertising and information had the least effect with (0.085) on tourists' satisfaction.Conclusion: Tourism marketing strategies have a significant effect on tourists' satisfaction, especially tourist attractions that have the greatest effect on people's satisfaction. Based on this, it is suggested that Tehran tourism managers and officials focus on the improvement and promotion of tourist attractions and increase public awareness by using new advertising and information methods so that the satisfaction level of tourists is maximized.Innovation: This research examines the effect of tourism marketing strategies on the satisfaction of tourists in Tehran city, and by using the structural equation model and step-by-step multivariate regression, it has comprehensively and accurately analyzed this relationship. |
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| ISSN: | 2228-7167 2981-1910 |