خلاصة:
The tourism industry is one of the growing service sectors in the world. One of the important elements in the development of this industry is marketing. In many provinces of the country, despite having great tourism potential, the development of the tourism industry has been ignored; Chaharmahal and Bakhtiari province is one of these cases. The aim of this research is to identify the role of marketing in the development of the tourism industry in Chaharmahal and Bakhtiari province. In the present research, four variables—moderating management decision-making centers, development of infrastructural structures, culture of tourist acceptance, and marketing activities—have been studied. The statistical population of this research consists of two groups. The first group includes: experts and specialists, government departments and organizations related to the tourism industry, hotel owners, and owners of travel and leisure agencies at the level of Chaharmahal and Bakhtiari province; and the second group includes: tourists and travelers who visit the tourism attractions and historical sites of the province. To collect data, a questionnaire tool was used in each group. The collected data were examined and analyzed using statistical indices, Spearman's correlation coefficient, and the Friedman test. The results show that there is a relationship between the four variables of moderating management decision-making, development of infrastructural structures, culture of tourist acceptance, and marketing activities with the development of the tourism industry in Chaharmahal and Bakhtiari province.
ملخص الجهاز:
In the present research, four variables were studied: managerial decision-making centers, infrastructure development, tourist acceptance culture, and marketing activities.
The results show that there is a relationship between the four variables of managerial decision-making, infrastructure development, tourist acceptance culture, and marketing activities with the development of the tourism industry in Chaharmahal and Bakhtiari province.
Identifying marketing activities related to the tourism industry of Chaharmahal and Bakhtiari province; Readiness status and level of acceptance of the development of the country's tourism industry 101 4.
There is a relationship between training the culture of tourist acceptance and the level of development of the tourism industry in Chaharmahal and Bakhtiari province; 102 Strategic Management Studies - No. 24 - Winter 2015 4.
To examine the relationship between variables, the Spearman correlation coefficient test was used, the results of which are as follows: The first hypothesis: There is a relationship between the number of decision-making centers and the level of development of the tourism industry in Chaharmahal and Bakhtiari province.
The third hypothesis: There is a relationship between the culture of tourist acceptance and the level of tourism industry development in Chaharmahal and Bakhtiari province.
The fourth hypothesis: There is a relationship between marketing activities and tourism services and the level of tourism industry development in Chaharmahal and Bakhtiari province.
Readiness status and the level of acceptance of the country's tourism industry development 105 To determine the priority of the research factors, the Friedman ranking test was used the results of which are as follows: Table 2.
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