Developing Tourism Economy via Marketing Mix Model (The case of the county of Qazvin)

Tourism issues are widely and comprehensively the focus of attention for the governments worldwide and each with specific purposes to follow in tourism industry and with plans to make upon their potentialities. Tourists also expect that the concept of cost-value could be completely actualized in their trip process and a win-win interaction could be made between the tourist attraction and destination. In the current study, attempts have been made to identify tourism potentials of the county of Qazvin via SWOT matrix so that a better understanding would be made of the existing assets of the county. Through comparative study of such potentials against marketing mix model in tourism, a matrix of the coordination and overlapping of the two approaches is achieved and then through Fuzzy Topsis Method, the prioritizing of the mix elements would be possible. The research method was descriptive-explorative and the required data were collected through field research and via questionnaires. The results indicated that the obtained elements were processes/plans, people/staff, participation/individualization, place and distribution, physical evidence/packaging, promotions/encouragements, product, and price which were hierarchically prioritized and through which and by applying a systemic approach, it is possible to develop tourism economy of the county of Qazvin.