Utilizing New Communication Tools in Tourism Advertisement: A Case Study in Kish Free Zone since 1382 to 1387

The present article is based on a research project sponsored by Kish Free Zone Organization. It studies the application of new communication tools in tourism advertisements through a survey method. The study looks into the level of familiarity of advertisement experts in Kish Free Zone with the three new communication tools, i.e. "the Internet", "message" and "digital billboard", and examines the extent of using these tools in the area within last 5 years. The results indicate that the extent of utilizing modern communication tools in tourism advertisements by advertisement experts in Kish Free Zone is dependent on the variable "level of familiarity" with such tools. The "level of familiarity" itself is dependent on variables such as "familiarity with the English language" and "education level". Generally, the level of familiarity of the subjects with these tools is average. However, today, the rapid growth of new communication and information technologies has provided access to new markets in tourism, and if modern communication tools in advertisement field, given their specific role and function, are employed properly and with full awareness, they can play an important role in development of this profitable industry.