A Survey of the Role of Marketing in Tourist Industry

Unfortunately, inspite of possessing tremendous capabilities in tourism, Iran cannot enjoy a proper position in that industry. One of the most important factors that can develop the tourism industry is effective marketing. This article strives to examine the role of marketing in Semnan tourist industry development. To this end, factors such as government macro policy adjustment, infrastructure, special attention to attractive tourist spots, commercial activities and poficy making based on attractive tourist spots seem to play important roles in Semnan tourist industry development. The statistical population is 300 experts in tourist industry, of which a sample of 169 experts were randomly selected by using Morgan – Kerjesy table. Tools of data collection are interview with experts, examination of documents, and questionnaire whose validity was determined using Alpha Cronbach technique (which was.81). Statistical techniques such as descriptive statistics, test, coren coefficient test, and Freedman test were used. The data was analyzed by SPSS software. Based on the results of the research, there is a meaningful relationship between all variables metioned above and Semnan tourist industry development.