محمدمهدی دادخواه

Abstract

  The purpose of this research was to prioritize the elements of marketing mix in improving tourism in Shahmirzad district in Mehdishahr city. According to its goals, this research is a part of applied research, and in terms of data collection method, it is a part of descriptive and field research. The research includes tourism experts who are currently working in Semnan province. Due to the restrictions related to Corona, the sample number is ۱۱۵ of the relevant experts, and the questionnaires were distributed among them. A researcher-made questionnaire was used to collect data. Validity with experts' opinions and reliability with Cronbach's alpha ۰.۸۲. Friedman test and   ۲۵ software were used to analyze the data. The results showed evidence and physical facilities with an average rank of (۵.۶۵), advertising (۴.۲۲), planning and management (۳.۶۶), price (۳.۲۱), product (۳.۱۱), location (۲.۴۴) and people and employees (۲.۲۱) in the rank they were placed first to seventh.

  Key words: tourism, marketing, marketing mix, Shahmirzad

Abstract

  The purpose of this research was to prioritize the elements of marketing mix in improving tourism in Shahmirzad district in Mehdishahr city. According to its goals, this research is a part of applied research, and in terms of data collection method, it is a part of descriptive and field research. The research includes tourism experts who are currently working in Semnan province. Due to the restrictions related to Corona, the sample number is ۱۱۵ of the relevant experts, and the questionnaires were distributed among them. A researcher-made questionnaire was used to collect data. Validity with experts' opinions and reliability with Cronbach's alpha ۰.۸۲. Friedman test and   ۲۵ software were used to analyze the data. The results showed evidence and physical facilities with an average rank of (۵.۶۵), advertising (۴.۲۲), planning and management (۳.۶۶), price (۳.۲۱), product (۳.۱۱), location (۲.۴۴) and people and employees (۲.۲۱) in the rank they were placed first to seventh.

  Key words: tourism, marketing, marketing mix, Shahmirzad