Document Type : Research Paper
Authors
Abstract
A model of promotion mix for the Islamic Republic of Iran tourism by the decision-making process of considering mainly western European and American tourism traveling to Iran. Intending to formulate a model of promotion mix for the incoming, mainly western European and American tourists to Iran, a sample of 422 people of the population of all the accessible tourism who visited Iran between September 1999 to March 2000 were drawn randomly. Five sets of questionnaires, which were prepared in English, French, German, Italian, and Spanish were administered to them. 28 of the 32 questions were closed and multiple-choice, the remaining four were open and descriptive. Approval or rejection of 8 hypotheses which had been drawn up to give a typical profile of the travel motives of the subjects were to be used to come up with the major’s variables needed for the formulation of the above model. The variables included those normally used in the promotion mix models,The variables included those normally used in the promotion mix models, namely; primary moves for the choice of a destination journey motivator’s, demotivating factors, types of communication channels, sources of information for deciding about a destination, mode of traveling, duration of travel and the like. Middleton’s (1994) model, though relatively old, seemed move exhaustive than the rival models. therefore, this became the basis of the analysis here and a map on which to construct the model. The findings of this research indicated that to be even more useful as a roadmap for people engaged in promotional activities, at least in this country, Middleton’s model need to contain more specific variables. Those findings fist, primary movers need to include both external and internal factors, communication channels must regards personal and impersonal aspects motivators, demotivators must be taken into account with communication processing when analysis consumer decision-making pross. The consumer response element must hold more components, and the after - purchase - behaveior of consumer must be considered more fully. Moreever, the finding that face - to - face personal saler efforts had a great influence on bring the subjects to Iran suggested that Kotler, et.al.'s (1999) marketing communication systems should be modified in the case of Iran. this papers concluded by giving suggestions to the practitioners as well as to researchers.
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