Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Investigating factors affecting value creation in the tourism industry of Ilam province using Delphi technique and content analysis

Document Type : Excerpt from a doctoral dissertation

Authors
Rahim Rostami 1
Payam Paslari 2
Vahid Makizadeh 3
1 Business Management Department, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 Assistant Professor of Business Management Department, Bandar Abbas Islamic Azad University, Bandar Abbas, Iran
3 Assistant Professor, Faculty of Management and Accounting, Department of Business Administration, Hormozgan University, Hormozgan, Iran
10.52547/JABM.3.2.2541669
Abstract
The purpose of the research is to investigate the factors influencing value creation in the tourism industry of Ilam province using Delphi technique and content analysis. The current research method is descriptive-survey and based on Delphi technique along with content analysis. The statistical population of this research in the Delphi section includes experts and long-term experts, including professors of the prestigious universities of the country, as well as managers, experts and marketers active in the field of tourism in Ilam province. The desired conditions in this research included at least a master's degree in the field of marketing or tourism management, having an executive work experience of at least 5 years in the field of tourism, having research experience in the field of tourism or marketing, and familiarity with the tourism situation in Ilam province. . Therefore, in the present study, 30 experts participated in the Delphi section, and the purposeful sampling method was used to select the samples in this study. The Delphi questionnaire consists of 9 main components and 34 sub-components, which were obtained from the content analysis method, and according to the results, the factors affecting value creation in the tourism industry of Ilam province include 5 influencing factors: "destination brand management", "brand perception", " Brand experience management", "customer relationship management", and "macro policies" are among the effective factors in creating value in the tourism industry of Ilam province.
Keywords
value creation
tourism industry
Ilam province
Delphi technique
content analysis

Subjects

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Journal of Advertising and Sales Management
Volume 4, Issue 1 - Serial Number 10
Spring 2023
Pages 204-219