Presenting a Digital Marketing Model for the Development of the Hotel Industry (A Case Study of Kish Island)

Document Type : Original Article

Authors

1 Ph.D. Candidate of Business Management Department, Kish International Branch, Islamic Azad University, Kish Island, Iran.

2 Department of Public Administration, Faculty of Management, University of Tehran, Tehran, Iran.

3 Assistant Professor, Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.

4 Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Shahr-e- Qods, Iran.

Abstract

The main goal of the research is to present a digital marketing model for the development of the hotel industry (Kish Island study). The method used in the qualitative part of the research is foundational data theory, in order to collect data in the qualitative part, a semi-structured interview tool was used, and in the quantitative part, a questionnaire tool (made by the researcher) was used. The statistical sample of the research in the qualitative part includes experts and experts of the hotel and tourism industry, in order to conduct the interviews, the opinions of 12 experts related to the subject of the research were used, and in the quantitative part, in order to complete the questionnaires (made by the researcher), the opinions of 65 managers and employees of Kish Island hotels were used. In order to analyse was used in MAXQDA, the findings based on the data base theory in the qualitative section showed that the 7 components of digital marketing are: technical features of digital tools, relative advantage (value), cost (price), process management, promotion, service quality and information quality, which affect tourism intention. In order to test the conceptual model, a questionnaire consisting of 6 dimensions, 25 components and 59 items was designed and distributed among the statistical sample. The results obtained from the quantitative findings from the structural equation modelling confirm the qualitative findings. the data analysis of the quantitative part of the research was done using smart PLS.

Keywords

Main Subjects

References

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Tourism of Culture
Volume 4, Issue 14
November 2023
Pages 66-79

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History

  • Receive Date: 10 June 2023
  • Revise Date: 21 October 2023
  • Accept Date: 28 October 2023

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