The role of marketing on the development of the tourism industry (Case Study: Shirabad waterfall in Golestan Province in Iran)

Introduction: We are in the information age. There is no doubt. With the growing importance of technology, marketing techniques are evolving at a fast pace. In each sector, the best practices have its own characteristics, and in order to understand it, you need to look at industries separately. Marketing in Tourism has become a vital subject for all enterprises in the travel business, and today we introduce you to the term of Tourism Marketing. The purpose of this study was to gain information from tourists about the role of marketing in the development of the tourism industry in Shirabad waterfall in Golstan province in Iran. Methods: The present research is practical in terms of its purpose. It is quantitative in terms of data type. It is descriptive in terms of how data is collected. It is a survey research in terms of implementation. It is a type of correlation. ۲۴۶ tourists of Shirabad waterfall in Golestan province were surveyed using simple sampling method. Research datas were collected using a questionnaire ۳۵ items and analyzed by SPSS softwares. Results: The results of the data analysis indicated that all the research hypotheses were confirmed and there was a direct and positive relationship between the research variables, which respectively the repetition of advertisements, the direct display of attractions in advertisements, the state of advertising, the functions of advertising, the public approval of advertising, the content of advertisements and the attraction, the advertising time element had the most relationship with tourism marketing. Discussion: Officials should look at tourism marketing as a management process that should be accompanied by continuous and integrated planning and cause environmental sustainability.

Keywords:

tourism , marketing , electronic tourism , advertising