International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


“The Impact of Web-Marketing Mix (4s) on Development of Tourism Industry in Iran”
Mehrdad Alipour, Moalem St.Etemadiyeh, Firozeh Hajaliakbari, Negar Javanbakht

Tourism and internet are two central and correlated elements in current world.Information Technology has created a vast change in tourism industry’s strategies, structure and operations. Anyway this issue has not applied completely in development countries like Iran. The necessary tools for applying electronic marketing on tourism industry are some factors that can be applicable in integrated 4s electronic marketing model framework.In present article, the importance of tourism industry and its’ development are studied as dependent variables and then different elements of integrated 4s electronic marketing model are discussed as independent variable. In fact, the effect level of these elements on tourism industry is studied in Iran. Moreover, Friedman test is applied to rank the effect of these factors. These assessments are conducted through applying a questionnaire which was designed to gather manager’s views about tourism technical offices and academic centers and organizations. The statistical methods for data analysis were 1-correlation coefficients which was utilized to test the level of correlation between each independent variable and dependent one and 2-multivariate regression used for detecting the type of relationship between independent variables and dependent one. Findings show that all elements of model are effective on tourism industry development.

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