The Role of Marketing in Tourism and Hospitality Development. Case Study: Mazandaran-Iran

Abstract

Despite of Iran's capabilities in the field of tourism and hospitality, unfortunately there are lots of problems to achieving proper position in this industry. Among the factors that could improve the development of the tourism industry, applying effective marketing tools and parameters are very important. This study concerned the role of marketing in the tourism industry in state of Mazandaran. This study has examined five factors that seem they are related to development of tourism industry in Mazandaran such as the major policy adjustment of country, Infrastructure development, concerning to tourism attractions, commercial activities and set of strategies based on the adsorbent distribution. After gathering information and identifying different aspects through interview with experts, managers and pundits in tourism and hospitality and library studies five hypotheses were developed. The study population is consisting of managers, experts and scholars in the field of tourism and hospitality including 300 people Sample size according to Morgan was estimated 169 people.  Moreover, they were selected using random sampling. In order to data collecting from the researcher made questionnaires with 48 five index option that its reliability is calculated via Cronbach's alpha and it is 0.83. The results showed that all factors have been considered in this study Influence on the development of tourism in the province.