Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Impact of Smart Marketing on the Tourism Industry in Iran

Document Type : Excerpt from doctoral thesis

Authors
1 Department of Business Administration, Kish International Branch, Islamic Azad University, Kish Island, Iran
2 Department of Business Administration, Lam.C., Islamic Azad University, Lamerd, Iran
3 Department of Business Administration, ShQ.C., Islamic Azad University, Shahr-e-Quds, Iran
Abstract
The aim of the present research is "the impact of smart marketing in the tourism industry of Iran." Smart marketing, as a modern approach in Iran's tourism sector, has had significant effects on service quality, marketing policies, and tourist experiences. This type of marketing utilizes big data and advanced analytics, enabling tourism businesses to identify the actual needs and expectations of customers and improve their services. Enhancements in service quality through surveys, customer behavior analysis, and the use of new technologies have led to increased tourist satisfaction. The research methodology is applied in terms of purpose; quantitative regarding data type; cross-sectional concerning the timing of data collection; and descriptive-survey based on the nature and method of the research. The statistical population of the study consisted of approximately 40,000 individuals in Tehran province, and according to Cochran's formula, a sample of 381 people was selected, including owners, employees, and managers of travel tour companies in Tehran, using simple random sampling. Accordingly, the quantitative data analysis was conducted based on confirmatory factor analysis using AMOS structural equation modeling software. The results of the research indicate that smart marketing in Iran's tourism industry includes service quality, marketing policy, and tourist experiences. The findings showed that the standardized factor loadings of the model exhibited very good values and that all significance coefficients also displayed significant values. Additionally, these factors provided further validation for the model and the dimensions and components used.
Keywords

Subjects


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Volume 6, Issue 2 - Serial Number 28
Summer 2025
Pages 288-302

  • Receive Date 21 August 2024
  • Revise Date 14 October 2024
  • Accept Date 14 November 2024