Presenting a Theoretical Marketing Mix Model for the Development of Iranian Tourism Industry Via Mixed Research Method

The present study sought to identify marketing mix elements and to present a marketing mix model for the development of Iran’s tourism industry by using the mixed (quantitative and qualitative) research method. The research population in the qualitative section was experts in the field of tourism marketing. The population in the quantitative section was managers, experts, hoteliers, and knowledgeable people in the field of tourism industry marketing. The Grounded Theory was used for qualitative data analysis; and descriptive statistics, confirmatory statistical analysis, and structural equations were used for the quantitative analysis. In the qualitative section, the data from the in-depth semi-structured interview by the researchers and the N-Vivo software were coded in the three stages of open, axial, and selective coding. The development of Iran’s tourism industry was selected as a core category and finally, the paradigmatic model of 12P + 4S was presented as the marketing mix of Iran’s tourism industry. The findings of the qualitative part indicated that causal conditions of model include product, price, place, promotion, and the underlying factors include characteristics and mentality, intervening conditions include policy elements, security, physical evidence, and individuals. Strategies also include elements of planning, sustainability, processes and participation, research and education, and budgeting. Finally, in the quantitative section, the results of the coefficient model of the effect of the change factors on the outcomes showed the confirmation of the relationships. The results of the goodness of fit index showed a value of 0.663 indicating a strong fit and utility of the model.