Application of Customer Life Cycle Analysis Concepts in Tourism Marketing

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Keshavarzi; Sakine; Siyavooshi Malihe

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Journal Paper

Paper Information

Journal: Journal of Tourism and Hospitality Marketing Research Year:2025 | Volume:3 | Issue:1 Page(s): 37-61

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Information Journal Paper

Title

Application of Customer Life Cycle Analysis Concepts in Tourism Marketing

Author(s)

Keshavarzi | Sakine | Siyavooshi Malihe | Issue Writer Certificate

Keywords

customer life cycle

travel duration expansion

travel cost expansion

Tourism Destination Marketing

Inbound tourism

Abstract

Context and Purpose: According to the concept of the customer life cycle, customers go through three stages in their relationship with companies: attraction, retention, and development; and companies should develop strategies for each of these stages. Customer development in the field of tourism represents earning more income from the tourists’ travel duration and cost. The aim of this study is to investigate the effect of the variables of gender, age, marital status, education, number of trips, travel arrangement, travel companions, place of residence, and religion on the travel duration and cost of incoming tourists to Iran.Design/methodology/approach: The present study is descriptive applied research. Data were collected using an online questionnaire in Persian, English, and Arabic from 321 foreign tourists traveling to Iran, and analyzed using the Chi-square test and Fisher's exact test in SPSS software.Findings: The results of the study showed that there is a significant relationship between the variables of age, number of trips, method of travel arrangement, place of residence, and travel duration development; And the variables of religion, number of trips, place of residence, and travel cost development.Conclusion: Destination marketers and tourism destination managers can increase overall tourism revenue by identifying and targeting tourists who are more likely to extend their trip and offering incentives to increase the likelihood of extending their trip.Originality/value: Most studies in the field of tourism marketing, especially in Iran, have focused on attracting and retaining tourists, and limited studies have addressed the expansion of travel duration and cost. Also, in the present study, for the first time, the effect of religion on the expansion of travel duration and cost has been investigated.

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