Designing the Model of Evaluation of Marketing Performance in the Tourism Industry of Iran

Evaluating business performance is one of the most important management tasks, because it is the key to continuous improvement in the ability to continuously assess and measure performance. In many industries the importance of continuous performance evaluation is perceived and they use various performance evaluation systems. Nowadays, tourism is known as a strong industry, which has a significant impact on changing the economic conditions all over the world. therefore, to succeed in this industry, measuring performance is inevitable. Therefore, the aim of this study is to design a model of marketing performance assessment criteria in the tourism industry of Iran. This is a qualitative research that has been conducted using a foundation-based approach to grounded theory. The statistical population included academic and industrial experts. These individuals were identified from universities and tourism sector activists in Iran, using a targeted sampling approach, a total of 15 people were selected as participants in the study. Data were collected through semi-structured interviews. Participants review method was used to check the credibility and validity of the data. The result of this study was to present a model of marketing performance assessment criteria in the tourism industry of Iran with 10 main categories, 42 indexes. Beneficiaries and social responsibility, financial, brand, market, tourism, organizational and process factors, growth and learning, staff, tourism-related infrastructure, and finally, the technology benchmark is recognized as the criteria for evaluating marketing performance in the tourism industry, Indicators are defined for each of them and They have cause and effect relationships.