Designing a target market segmentation model for foreign tourists Case study: Gilan province

The present study aimed to design a target market segmentation model for foreign tourists, qualitatively and using data theory and based on the proposed steps of Glaser and Strauss. The statistical population includes all senior managers of Guilan Cultural Heritage, Tourism and Handicrafts Organization, as well as experts in the fields of business and tourism management and senior managers of municipal, governorate and governorate organizations, 15 of whom are qualified to have at least a master's degree. And at least 15 years of experience in the tourism industry and the use of the snowball method as a targeted method in the form of a statistical sample for interview has been used through a semi-structured questionnaire and has reached theoretical adequacy. Max QDE software is used and the three stages of open coding, selective coding and axial coding are used. The research findings have led to the presentation of a model that includes the historical attractions of the destination, the cultural attractions of the destination, the recreational attractions of the destination, the commercial attractions of the destination, the educational attractions of the destination, and the income attractions of the destination. Classification of causal conditions of service factors (destination facilities), health factors (capacities), supportive factors and underlying conditions is predominant and motivational factors / perceptual factors / cognitive factors / competitive factors / economic factors / financial factors / political factors (government) They play a moderating role. Play. The cultural and economic development of Gilan is one of the marketing consequences of the cultural-historical capabilities of Gilan tourism. Finance is one of the main reasons for the development of medical tourism. In Iran, due to the creation of additional capacities in the health sector, especially at the medical level, the expansion of medical tourism can be a fundamental strategy to solve problems such as excess capacity. The purpose of this study was to classify foreign clients of four hospitals in Iran based on their expected benefits from medical services. Conclusion In this study, people gave the highest percentage of importance to providing respectful care. Therefore, hospitals should focus on the quality of communication with their customers in their marketing efforts. In the present study, in the qualitative part, the data theory of the foundation has been used, which has been implemented based on the proposed steps of Glaser and Strauss. The statistical population includes experts in the field of tourism, including all senior managers of the Cultural Heritage, Tourism and Handicrafts Organization of Guilan Province, as well as faculty members in the fields of business and tourism management and senior managers of the municipality, governorate and governorate. Organizations, including 15 considering the requirements of having at least a master's degree and at least 15 years of experience in the tourism industry and using the snowball method as a targeted method in sampling qualitative research as a statistical sample for interviews, for interviews Specialized used. Taken and reached theoretical adequacy. The interview was conducted through a semi-structured questionnaire in the form of 5 years, so that questions were asked similar to the experts, but they were free to provide their answers in any way they wished, the questionnaire questions based on the identification variables in the literature The research has been compiled and their content validity has been examined by university professors in terms of indicators of validity or reliability, transferability or transferability, verification or verification and reliability. Finally, the researcher was responsible for encrypting the answers and classifying them. All 2 and 4 are used by Max QDE software, so they have been "assisted In the third coding method, the coding is optional. At this stage, the researcher has proposed a theory among the categories obtained in the axial coding model, which has led to the presentation of the model. Research findings show that behavioral segmentation is one of the central conditions in target market segmentation for foreign tourists. In explaining it, it can be stated that the behavior of tourists includes the search for leisure experiences, the interaction between the features and characteristics of the places they have chosen and visited. According to Lepper, it can be argued that understanding consumer consumer behavior in tourism is not just an academic aspect; nevertheless, academic analysis contributes to effective tourism planning and marketing. Kane believes the world is not yet global; Therefore, tourism consumer behavior in each country is still different and needs to be recognized in terms of many determinants that affect the supply and demand of tourism. It is very key to develop, promote and sell tourism products. Clearly, if we are to optimize the efficiency and effectiveness of marketing activities, we need to understand how consumers decide to buy or use tourism products. If we know their patterns of behavior, we know when we need to intervene in the process to get the results we want. In this case, we know what tourism product to develop for the target market at a particular time. Most importantly, we know how to get them to buy a particular product that we have designed to be more effective in meeting their specific needs and wants. Therefore, market segmentation based on behavior patterns is essential for success in marketing activities.