The Impact of Integrated Marketing Communications Dimensions on Improving Customers Experience in Coastal Tourism Industry

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Tabavar Ali Asghar

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Title

The Impact of Integrated Marketing Communications Dimensions on Improving Customers Experience in Coastal Tourism Industry

Author(s)

Tabavar Ali Asghar | Issue Writer Certificate

Keywords

Integrated Marketing CommunicationQ1

Promotion of SalesQ2

Direct MarketingQ2

Chabahar Coastal TourismQ1

Abstract

The purpose of this study was to analyze the factors affecting Integrated Marketing Communication and provide solutions for improving the customer experience in Chabahar Coastal Tourism industry. This research is applied in terms of its purpose and is a survey research in terms of its implementation. The statistical population of the study includes all tourists who have traveled to Chabahar during November 2017 to September 2018. The number of samples selected by random cluster sampling method was 385 for tourists. A total of 400 questionnaires were distributed in which 385 questionnaires were returned. In order to collect data, a questionnaire was used. For this purpose, two researcher-made questionnaires of Integrated Marketing Communication and customer experience were used. Statistical analysis (regression and Friedman test) was used to analyze the data. According to the findings of this study, the independent variable of Integrated Marketing Communications has a positive and significant effect on the dependent variable of improving customer experience. In the order of the components of direct sales and marketing, there is a positive and significant impact on the improvement of customer experience. Considering the positive impact of the double sale of direct sales and marketing, the need to pay more attention to them is a must.

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APA: Copy

Tabavar, Ali Asghar. (2019). The Impact of Integrated Marketing Communications Dimensions on Improving Customers Experience in Coastal Tourism Industry. PUBLIC MANAGEMENT RESEARCHES, 11(42 ), 83-102. SID. https://sid.ir/paper/371992/en

Vancouver: Copy

Tabavar Ali Asghar. The Impact of Integrated Marketing Communications Dimensions on Improving Customers Experience in Coastal Tourism Industry. PUBLIC MANAGEMENT RESEARCHES[Internet]. 2019;11(42 ):83-102. Available from: https://sid.ir/paper/371992/en

IEEE: Copy

Ali Asghar Tabavar, “The Impact of Integrated Marketing Communications Dimensions on Improving Customers Experience in Coastal Tourism Industry,” PUBLIC MANAGEMENT RESEARCHES, vol. 11, no. 42 , pp. 83–102, 2019, [Online]. Available: https://sid.ir/paper/371992/en

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