Study of the Role of Integrated Marketing Communications in Developing Ecotourism Industry of Kish Island

Abstract

According to the WTO, although Iran is among the 10 first countries of the world in terms of tourist attractions, and among the 5 first countries of the world with respect to ecotourism, unfortunately, for different reasons such as failure to use suitable marketing strategies in tourism industry, it could not use this invisible export which plays an important role in the country's economy.

In this study, it is attempted to investigate the relationship between integrated marketing communications and development of ecotourism industry in Kish Island. The methodology of research is applied in terms of goal, and descriptive-survey from the data gathering perspective.

To gather data, questionnaire is used. For hypothesis testing and to answer the questions of the study, structural equation modeling test is used. The results obtained from the hypothesis testing showed that integrated marketing communications and its aspects and factors (e.g., advertisement, personal selling, sales promotion, public relations, direct marketing) have relationship with ecotourism industry in Kish Island.

Keywords: Integrated Marketing Communications, Ecotourism, Direct Marketing, Sales Promotion.