Presenting Future Tourism Marketing Scenarios in the Post-Corona Era Over A Ten-Year Horizon

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Business Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran

2 Ph.D. student of business management-marketing, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

Abstract

Purpose: Due to the great damage that Corona has inflicted on the tourism industry, neglecting the future of tourism marketing can pose a serious challenge to this industry and economy and have irreparable consequences. The purpose of this study is to identify key factors, drivers and future scenarios of the tourism marketing.
Method: The present study is applied-developmental in terms of purpose, descriptive-analytical in nature and mixed (qualitative-quantitative) in terms of methodology. The method of this research is scenario writing using MicMac software to identify key drivers and scenarios with Wizard scenario software.
Findings: First, the future trends and meta-trends of post-corona tourism marketing were identified, of which 41 key trends and 8 meta-trends were identified. According to experts, 19 key factors in the future of tourism marketing in post- corona were identified using the cross-impact analysis and questionnaire completion. Then, using the cross-impact analysis questionnaire and with the help of the Wizard scenario software, two groups of favorable and unfavorable scenarios were identified.
Conclusion: Based on the research results, there are two favorable scenarios and two unfavorable scenarios that can help marketing and tourism policy-makers and decision-makers to take into account the effective factors and scenarios proposed for proper planning of industry in the post-Corona era.

Keywords

Main Subjects

References

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Journal of Iran Futures Studies
Volume 7, Issue 2 - Serial Number 13
January 2023
Pages 133-154

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