The Analysis and prioritization of marketing mix components in the tourism development (Case study: Shiraz metropolis)

Marketing mix is one of the important topics in tourism marketing. The marketing mix is very important in the process of planning and developing tourist destinations. The purpose of this study was to investigate and prioritize the effective factors in tourism marketing in Shiraz metropolis. Therefore, seven basic components of marketing mix have included components of price, advertising, location, evidence and physical facilities, people, product and planning in the process of cognition and analysis. Data collection was based on a researcher-made questionnaire in which the structural conditions of tourism of Shiraz city are based on the seven components of the marketing mix model. The statistical population of the study includes tourists, hotel directors and tourism tour guides. The results indicate a significant difference between the three statistical societies. In addition, the results of prioritizing the components of the tourism marketing mix in this tourism destination according to Friedman test show that the components of planning, price and people as the most important and most important component are respectively in the first to third priorities. Develop a Strategic Tourism Development Plan With the aim of reducing inefficiencies in the tourism market structures It can be the basis for economic sustainability of tourism in Shiraz.. In addition, the results of prioritizing the components of the tourism marketing mix in this tourism destination according to Friedman test show that the components of planning, price and people as the most important and most important component are respectively in the first to third priorities.