The Effect Of Tourism Marketing Mix Elements On Human Resources In Tourism Institutions (An Example, Airline Ticket Reservation Offices And Companies)

The marketing mix is one of the important topics in tourism marketing and it is included in the process of planning and developing tourist destinations and facilities. In this regard, the purpose of my current research is to study and prioritize the active components in tourism marketing in airline ticket booking companies. The method of conducting descriptive research is an analytical method based on the mixed marketing model by evaluating the seven basic components of this model, i.e. components of price, advertisement, location, evidence, material facilities, people, product and planning. The data collection is based on the development of a questionnaire for the number of researchers according to the structural conditions of airline booking companies and based on the seven components of the mixed marketing model. It includes the statistical community for the discussion of tourists, hotel managers and tourist guides, who completed our collection of ۱۲۵ questionnaires. Employing descriptive and inferential statistics (Friedman and Kruskal-Wallis test) for data processing and analysis. The obtained results showed that there are big differences between the opinions of the three statistical societies regarding the active components of the tourism marketing mix in the tourist offices and companies. In addition, the results of the priorities of the mixed components of tourism marketing according to Friedman's test indicate that the components of planning and management (the average is ۵۲.۹), price (the average is ۵۸.۸), and people (the average is ۴۲.۵) are the most important and influential elements in the first priorities. the third The formulation of a strategic plan for the development of tourism sustainability with an emphasis on reducing the shortcomings in tourism marketing operations can be the basis for tourism sustainability in airline ticket booking offices and companies.

کلیدواژه ها:

tourism development ، marketing mix ، human resources