Designing a Model for Macro-Level Tourism Advertising Policy: A Mixed Approach (Ministry of Cultural Heritage, Tourism and Handicrafts)

One of the most important challenges that managers face today is decision making and policy in the field of advertising. The field of policy-making is very important as it affects the decisions of most policy makers. Therefore, the purpose of this study was to provide a model of tourism advertising policy by emphasizing the role of public organizations. The subject of this research is the Ministry of Cultural Heritage, Tourism and Handicrafts of the Islamic Republic of Iran. The research approach has been mixedmethod. In the qualitative part, the grounded theory method of the foundation is used. In the quantitative part, the structural equation modeling approach using smart-PLS software has been used for data analysis. Finally, macro-level advertising policy-making was categorized based on the concepts obtained in the form of 7 dimensions of targeting, resources and tools, administrative factors, policy-making players, environmental conditions, executive personality and executive skills. Findings from the quantitative part of the research were performed by GOF test, which confirmed the extraction model.