آميخته بازاريابي راهبردي در صنعت گردشگري

A strategic marketing mix to tourist industry

Nowadays, tourist industry at international level is recognized as an economic, social and cultural element that can play a major role in developing the economy. Unfortunately, Iran inspite of possessing tremendous abilities in tourism, couldnt find a proper position in that industry. Semnan province which is a part of Iran and possesses many historical, natural and eco-tourist attractions couldnʹtt find a suitable position among different provinces in Iran. So this article strives to examine Semnan province tourist industry and finds its rank among all provinces in Iran. The study has been done via survey method using data from specialized tourist organizations. The analysis show that Semnan rank in terms of tourist is 26 among 30 provinces. Then through a survey method and with the data collected from tourist specialists, the role of marketing mix for promoting tourist industry is analyzed. The findings shows that all marketing mix play an important role in the promotion of tourist industry. At end the most important Semnan tourist industry challenges and pitfalls are recognized and proper recommendations are presented.