Institutional Mapping of Tourism Marketing in the Islamic Republic of Iran

Alireza  Daneshmand Eslami; Mohammad Ziaaddini; Hamid  Taboli; Seyed Mohammad Reza  Hosseinipour

Authors

Alireza Daneshmand Eslami phd student, Department of Public Administration, Raf.C., Islamic Azad University, Rafsanjan, Iran Author https://orcid.org/0009-0006-6480-2493
Mohammad Ziaaddini Department of Public Administration, Raf.C., Islamic Azad University, Rafsanjan, Iran https://orcid.org/0000-0001-7764-3387
Hamid Taboli Associate Professor, Department of Public Administration, Payame Noor University, Tehran, Iran Author https://orcid.org/0000-0003-1937-9965
Seyed Mohammad Reza Hosseinipour Assistant Professor, Department of Public Administration, Raf.C., Islamic Azad University, Rafsanjan, Iran. Author https://orcid.org/0000-0002-0518-8861

Keywords:

Marketing, tourism marketing, institutional mapping

Abstract

The impact of the tourism industry on the economic, cultural, and political dimensions of a country is undeniable. Employment generation, the mobilization of economic capital, and increased demand for domestic and international travel are among the positive effects of tourism. In this context, institutions that influence tourism marketing, as an effective mechanism, can play a significant role in the country’s economic growth. Accordingly, the present study was conducted with the aim of developing an institutional map of tourism marketing in the Islamic Republic of Iran. This study employed a qualitative research design, and institutional mapping was used as an appropriate analytical framework for examining this domain. The study population consisted of experts from governmental and policymaking institutions, executive and sectoral institutions, trade and professional associations, scientific and cultural institutions, and social and local institutions. Based on the principle of theoretical saturation and using purposive and judgmental sampling, 20 experts were selected as the study sample. Data were collected through library research and semi-structured interviews. The library research method was used to establish and introduce the theoretical framework, while the interview method was employed for the practical application of the proposed framework. Qualitative data analysis was conducted using MAXQDA software, while MICMAC software was employed to construct the graph of institutional interactions. Based on the findings, the institutions involved in tourism marketing were classified into five categories comprising 20 selected institutions. These categories included governmental and policymaking institutions, with five selected institutions; international marketing and advertising institutions, with three selected institutions; economic, service, and insurance institutions, with four selected institutions; infrastructure and transportation institutions, with four selected institutions; and scientific, cultural, and international institutions, with four selected institutions. The findings indicate that success in this field requires a comprehensive, systemic, and multilevel approach in which all key factors are addressed within a coordinated and forward-looking framework. These findings can provide an appropriate foundation for designing policies, programs, and executive interventions at both macro and micro levels and can facilitate the sustainable development of tourism marketing.

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