Presenting Future Tourism Marketing Scenarios in the Post-Corona Era Over A Ten-Year Horizon

Due to the great damage that Corona has inflicted on the tourism industry, neglecting the future of tourism marketing can pose a serious challenge to this industry and economy and have irreparable consequences. The purpose of this study is to identify key factors, drivers and future scenarios of the tourism marketing.

The present study is applied-developmental in terms of purpose, descriptive-analytical in nature and mixed (qualitative-quantitative) in terms of methodology. The method of this research is scenario writing using MicMac software to identify key drivers and scenarios with Wizard scenario software.

First, the future trends and meta-trends of post-corona tourism marketing were identified, of which 41 key trends and 8 meta-trends were identified. According to experts, 19 key factors in the future of tourism marketing in post- corona were identified using the cross-impact analysis and questionnaire completion. Then, using the cross-impact analysis questionnaire and with the help of the Wizard scenario software, two groups of favorable and unfavorable scenarios were identified.

Based on the research results, there are two favorable scenarios and two unfavorable scenarios that can help marketing and tourism policy-makers and decision-makers to take into account the effective factors and scenarios proposed for proper planning of industry in the post-Corona era.