Explanation of the Relationship between Social, Cultural & Economic Literacies and Strategic Development of Tourism Marketing (Case Study: Incoming Tourists to Kashan, Iran)

Abstract

Today, tourism is most diverse industry in the world. And it is the third most dynamic economic and developing phenomena after petroleum and the car industry. According to growth of industry, it is essential to pay attention to consumers' needs of this industry and understand the basic strategies in order to attract more tourists. Marketing management is one of the capable science in understanding and paying attention to the needs of consumers. The active organizations in the tourism industry will be able to rely on these efficient tool to achieve their goals. The success factor to help the tourism development, is social, cultural & economic literacies for tourism activists. Therefore, in this study, the Explanation of the relationship between this 3 literacies and Strategic development of tourism marketing, is examined.This study follows a descriptive-correlation approach and applied objective, in terms of variable is qualitative and in terms of time is sectional. The population of the study are tourism activists and tourists who have come Kashan and its surrounding villages. According to the population which size is unlimited, 384 questionnaires were distributed and completed. First the exploratory factor analysis is used in SPSS software to test the hypothesis to determine the relationship between variables and the confirmatory factor analysis and the techniques of structural equation are used in Lisrel software for analyzing the data. The results also showed that there is a significant relationship between this 3 literacies; social, cultural and economic with strategic development of tourism marketing.

Keywords: tourism, marketing, strategic development, literacy