Applicability of marketing mix technique to palace-museums of Tehran: a survey

This research aimed to determine the applicability of marketing mix strategies in the palace-museums of Tehran, namely Golestan, Sadabad and Niavaran.
Method/Research Design: A survey was conducted among 386 visitors and 102 staff members. Data gathering tool was a questionnaire.
Findings: The mean value of the marketing mix was 113.59 and in point of view of staff was 125.76 in the views of visitors and staff correspondingly (in both of above the average). With regard to application of the seven components of the marketing mix, visitors and staff, with the average of 31.99 and 32.47 correspondingly, the physical evidence component dramatically received the highest points, while the process component, with 6.42 and 7.36 on average by the visitors and the staff respectively, received the lowest points.
Considering to the richness of palace-museums in Tehran, our findings show a promising future for the application of mixed marketing techniques to attract customers.