Mona Salimi; Ali Hassani
Abstract
.Today, with the advancement of digital and internet, verbal marketing has found a new platform for activity. In fact, marketing in social networks has changed verbal marketing. One of the most important results of social networks is the formation of electronic verbal marketing among the members of these ...
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.Today, with the advancement of digital and internet, verbal marketing has found a new platform for activity. In fact, marketing in social networks has changed verbal marketing. One of the most important results of social networks is the formation of electronic verbal marketing among the members of these networks, which is considered as one of the most important applications of these networks. The phenomenon of tourism has always been important and based on the predictions made, it will become the most profitable industry in the world, and in the meantime, the field of health tourism is of great importance. Hence, the aim of this research is to investigate the role of effective factors on electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city). Descriptive research is a survey. The statistical sample of the research included 56 health tourists from Shiraz, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the verbal advertising factors of users, improving the experience of tourists and increasing interaction with tourists were the most important respectively; Because they were more central. Finally, based on the obtained results, suggestions were made regarding the development of electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city).
Ali Lovafan
Abstract
In the current competitive world and attracting applicants for travel destinations and their satisfaction, introducing the organization's identity, how to produce products and services, offer and distribute, the price of each product or service unit, and adjusting any changes in the marketing mix elements ...
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In the current competitive world and attracting applicants for travel destinations and their satisfaction, introducing the organization's identity, how to produce products and services, offer and distribute, the price of each product or service unit, and adjusting any changes in the marketing mix elements is the responsibility of the marketing approach. In the marketing approach, there are factors that can be used to operationalize the marketing implementation process and increase the amount of customer attraction, satisfaction, and as a result, their loyalty. Traditional marketing, whose slogan was more sales, has become obsolete, and in modern marketing, the goal is to satisfy customers and, on the other hand, to improve the quality of production and services to satisfy and please the applicants and encourage them to continue using the products and services of organizations. Organizations without a marketing and advertising unit cannot achieve much success and attract their customers through non-scientific marketing methods; that this process will not be stable and will lead to the drop of applicants. The life cycle of a product or service is through the durability and loyalty of customers and the attraction of new customers and applicants. Marketing and its agents can play an effective role in increasing and attracting customers. This article has been written in a descriptive way using library sources, scientific and research articles and the opinions of experts and specialists in this industry and the researcher's own experience.
