Marketing strategies of post-modern urban tourism destinations based on possible scenarios (case Case study: Tabriz metropolis)

In order to diversify the sources of economic growth and foreign exchange earnings, as well as to create new job opportunities in the country, the development of the tourism industry is very important; Because Iran is among the top ten countries in the world in terms of tourist attractions and has a great potential for international tourism. One of the most important measures required to improve tourism economic indicators in the country and the city of Tabriz is to adopt strategies for marketing tourism according to the conditions of the post-modern era and post-modern tourists. In this regard, this article, with an exploratory approach based on future research methods, has evaluated postmodern tourism marketing strategies using Delphi methods, cross-effects analysis, scenario writing, and SWAT. The results show that among the 49 indicators affecting the future of post-modern tourism marketing in Tabriz city, 21 indicators were selected as vital drivers. 63 situations (scenarios) were developed for scenario development using selected indicators, and after evaluating and weighting the scenarios, 6 scenarios were selected as possible scenarios out of 3621 scenarios, among which the fifth scenario is the best and basic scenario. Analysis and presentation of the selected leaders. Among the four strategies based on the SWAT method, the offensive scenario with a score of 0.0108 was suggested as the best strategy.