Considering the Effect of Social Media Marketing on Effectiveness of Advertisement and Healthy Tourists Attraction

Marketing Strategy Determination and effective advertisement regarding the emergence, influence and internet effects and then social media all over the world and Iran and also effects and changes which have created in the current life of people and marketing knowledge is an integral and inseparable part of Healthy Tourist Attraction. Therefore, the essential aim of this explorative research is also evaluation of effect, existence, intensity and determination of conceptual relationship and structural model drawing between the research variables identified dimensions i.e. social media marketing, advertisement effectiveness and healthy tourist attraction in Gilan province hygiene and medical treatment services center as the research territory using ISM research method (Interpretive Structural Modeling). Since this method is based on the experts judgment, for research performance the opinions of 15 experts and university professors in marketing, media, management and health tourism has been used. By studying the subject literature and regarding the opinion and confirm of the research experts the main eleven type dimensions of research were determined, confirmed and selected. Then for considering and analysis of the effect, existence and determining the structural and conceptual relationship between the identified dimensions using questionnaire, the opinions of the experts were acquired and on the basis of Interpretive Structural Modeling (ISM) the appointed research matrices were calculated, input and output sets were leveled and the interactions model was drawn and for clustering the 11 type determined dimensions of the research also the method of MICMAC has been utilized. Research results indicate that the social media marketing dimensions including ((networking and website traffic increase)), ((attracting the attention, User’s thought and sensation engagement)), ((cheapness of content production by the users)), ((encouragement of the users to participation and cooperation)), ((using platforms like sites and online networks)), ((creating credit and the users identity stability)) in ISM model have been placed at the lowest level i.e. the third level, it means that they have high effectiveness on other dimensions including advertisement effectiveness ((convincing people to travel though advertisement)), ((reminding the brand / product with advertisement)), ((informatics / increase the level of awareness by advertisement)) and health tourists attraction. Of course bilateral interactive dialogues and feedback reception is the only social media marketing dimension which is set at the level one i.e. it has highly dependency to other dimensions and because of this mutuality, it has been affected as well and involves a highly dependency to other dimensions and also has influence and high impact on other dimensions. The important point in this relationship is that any change in the aforementioned dimensions can cause alter in other dimensions of the research variables. Totally the answer to all three main questions of the research is positive, i.e. the social media marketing is effective on both the advertisement effectiveness and also health tourist attraction. On the Basis of this research results it worth’s that trustee institutions of management and health tourism development in Gilan Province and the country put the required supports, strategies, policies, plans and financial resources, human, hardware and software, as rubric of tourism informatics, advertisement and marketing in order to reform and move from traditional marketing based on mass media (One Way Communication System (One to One)) for reaching to the modern marketing based on social media whose evident characteristics is bilateral interactive dialogues and feedback reception (Bilateral Communication System (Multiple to Multiple)).