JESR 2019,18(2):97-105

Original Article in Journal of Economic and Social Research

INVESTIGATING THE EFFECT OF CUSTOMER-ORIENTED MIX MARKETING ON SATISFACTION AND ATTRACTION OF TOURISTS TO VISIT VILLAGES IN KURDISTAN PROVINCE

Authors: Freyedon Ahmadi1 , Negin Ali2 , Barzan Mohammad Rezaei3

1 Associate Professor, Management Department, Payame Noor University
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2 Assistant Professor, Geographic Department, Payame Noor University
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3 Master of Business Management, Expert in Auto Parts Marketing
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Abstract

Rural tourism with the goal of sustainable development of local communities in rural areas is emerged as a tool for economic and social development and it is one of the most important modern businesses in rural areas. In this regard, the use of appropriate marketing techniques to attract more and more tourists has been emphasized. Considering the importance of marketing mixes in the development of tourism, in this study, has been tried to study the role of using the components of customer-oriented marketing as one of the new marketing techniques on satisfaction and attracting domestic and foreign tourists who want to visit villages of Kurdistan province. To this end, 250 tourists from the ten touristy villages have been selected as a sample in a random stratified manner. The current study is applied and descriptive research. Library and field studies have been used to collect the data. The results show that all four dimensions of customer oriented marketing mix have been effective in rural tourism. Among the four dimensions, attention to the expected values of tourists has had the greatest impact. 

Keywords: Rural tourism, expected values of tourists, the cost of tourism, the convenience of using tourism services, connecting with tourists

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