Designing and explaining the integrated marketing communication model in the financial and economic growth of the tourism industry

Integrated marketing communications can create added value for stakeholders through various communication channels between travel agencies and the exchange of information before, during and after the travel between employees, the company as well as customers. The purpose of this study is to design an integrated marketing model in the tourism and travel industry of Iran with a focus on travel services offices in Tehran. The research method of this research is applied-developmental and exploratory in nature and the data has been collected by mixed-exploratory method. the qualitative model was tested with the method of structural equations. The statistical population of the quantitative section includes experts and staff of travel services offices in Tehran. The sample size is 348 people by stratified random sampling. The results of the quality section were presented as a qualitative model in the separate article, but the results of the quantitative phase indicate the causal conditions affecting the integrated marketing communications of travel services offices including integrated analysis (customer, communication and financial analysis). Context conditions also include individual-technical context requirements (company DNA, strengths, competitiveness, human resource, processes, physical evidence, content management, knowledge and experience management) and intervening conditions including environmental conditions (Political, economic, social, cultural and biological issues and communication technology). The alignment of hardware and software for the optimal use of promotional mixed communication tools as an effective strategy in this field is confirmed and its consequences include purchasing and repurchasing and creating the value proposition of integrated marketing communications.