Which Internet Marketing Mix´s Has More Effect on the Passenger´s Decision for Choosing Their Travel Agency in Iran?

Tourism and the Internet are the two extremely correlated partners in today world. Information technology (IT) has had revolutionized the operations, structure and strategy of marketing in travel industry. However, this is not the exact case in developing country, such as Iran. The applications of e-marketing in tourism industry are restricted by some problematic factors. In this paper after reviewing internet marketing mix´s, in order to investigate the electronic marketing situation in Iran, these mix´s have been evaluated for Iran incoming passenger´s, point of view. Then internet marketing mixes ranked using the Fridman two-way ANOVA, according responses of passengers to our questionnaires. Experimental results have illustrated that leading factor is product mix and the least important factor from passengers´ point of view is branding mix.