The Role of Marketing on Tourism Industry - …

1 International Research Journal of Applied and Basic Sciences 2013 Available online at ISSN 2251-838X / Vol, 4 (1): 73-80 Science Explorer Publications The Role of Marketing on Tourism Industry Mehdi Shirafkan lamsoo1, Masoumeh Niroomand2, hossein Khandani Rafsanjani3 1. Faculty of Chabahar Maritime University, Iran 2. Department of ELT, Faculty of Literature and Foreign LanguagesBostanabad Branch, Islamic Azad University, Iran 3. Student of Business Economics of Chabahar Maritime University, Iran Corresponding author email: ABSTRACT: Tourism Industry is considered as one of the largest and the mostdiverseindustries in the world.

2 After the machinery and oil Industry , this Industry as a modern service industryandthe device to create connectivity among nations and various people in the world have been under public attention. Attention to this Industry especially in the countries which are rich in historic, cultural and natural attraction resources is more considerable. Due to the lack of Marketing , the role of this Industry in the developing countries is paler than before. Development of this Industry in Iran as one of the diversification strategies of country's income sources should be paid more attention by program makers and politicians' of the country.

3 Today, Marketing efforts are far more important than production and sales, so if a country has enough facilities andpossess potential of Tourism but does not consider the Marketing techniques and the introduction of this attraction in its programs, doubtlessly that country won`t be successful in growing and developing its Tourism Industry . Thus in order to gain progress in the Tourism , giving attention to retrieval looks so essential and of course it is important to note that Tourism development and Marketing in the process are closely tied together and can affect different aspects of each other.

4 The estimated statisticsindicates that despite many possibilities and potentials existing in our country, due to the lack of attention to the tourismmarketing, tourismindustry doesn t havesconsiderable progress. Key words: Marketing , Tourism , propaganda, services, security, transporting INTRODUCTION Today, Tourism development in all areas, both at international and national levels, has aroused public policy makers and private sectors decision-makers' attention. With regard to this fact, many countries are seeking a way to improve their economic conditions.

5 Many countries see Tourism as a major source of income; employment; private sector growth and development of economical under structures. The awareness of this issue that Tourism Industry provides considerable foreign exchange earnings to the economy of any country caused Tourism to have wide dimensions in various economic, social and cultural aspects and become an industrial income generator for the economy of each country. Since developing countries are facing with the problems such as high unemployment, restrictions on foreign currency resources and being single-product economy, so attention to the Tourism Industry is of particular importance.

6 Since Iran's economy is highly dependent on revenues from oil exports, fluctuating world oil prices over time have been affected macroeconomic variables such as national output, gross investment, employmentand foreign exchange earnings. Therefore, in order to diversify the sources of economic growth, foreign exchange earnings and employment opportunities in different countries, development of Tourism Industry has aroused much more attention. Given these circumstances and given that Iran, according to World Tourism Organization, has ranked fifth of the natural attractions and tenth of archaeological and historical attractions as well as increasing youth population, high unemployment, the need to increase foreign exchange earnings and foreign investment, more attention to this area can achieve full employment, increased foreign exchange earnings, introducing Iran s civilization and culture to the world.

7 Broad and constructive engagement with the world and provide breaking boundaries and ethnic minority. Along with expensive methods, inexpensive, but fruitful methods also are followed to attract tourists in the majority of industrialized countries. On the other hand, because one of the reasons of all big companies success is their attention to the Marketing research in all aspects and it cannot be ignored, so it seems necessary to use Marketing in tourist attraction. Many studies have been conducted on the impact of Tourism on Intl.

8 Res. J. Appl. Basic. Sci. Vol., 4 (1), 73-80, 2013 the economic growth that in the following part some cases of it has been noted, but so far at least in Iran, a study on the impact of Marketing and adopting Marketing strategies on Tourism growth has not been done. Therefore, this study through descriptive analytical study examines the role of Marketing and adopting appropriate Marketing strategies in the progress and Tourism development. Background of the study Balaguer and Cantavella (2002), in a study investigated the role of Tourism in Spain long-term economic growth.

9 Their results show that economic growth in Spain, at least in the last three decades, has led to stable development of international Tourism . Toh- et al, (2001), to investigate the relationship between the development of Tourism and its status, introduced a new trade theory. The basic premise of this theory is that according to the balance of travel, less developed countries are generally closer to the primary or introductory stage (A net exporter of tourists) and the developed countries are closer to the final or decline stage (net importer of tourists).

10 Using input- output analysis, SabaghiKermani and Amirian(2000) examined the economic impact of Tourism in Iran. Their results show that the activities of hotel and restaurant, food, clothing and leather industries, crafts and domestic transportation Industry accepted the most impact and allocated the largest share of manufacturing, income and employment caused by expenses of foreign tourists. Also, government revenue and imports with the development of Tourism in Iran are increased.