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Title

THE ROLE OF MARKETING AND ADVERTISEMENT IN THE DEVELOPMENT OF NATIONAL AND INTERNATIONAL TOURISM IN THE PERSIAN GULF REGION BY THE APPLICATION OF DESTINATION MANAGEMENT SYSTEM (DMS)

Pages

 Start Page 59 | End Page 76

Abstract

 Despite the enormous potential for TOURISM in THE PERSIAN GULF region, it has not reached a good point yet.In this region, TOURISM industry can be developed and improved through effective MARKETING instruments and parameters. Therefore, in this article, we focused on the role of MARKETING and ADVERTISEMENT in developing TOURISM in THE PERSIAN GULF region by applying DESTINATION MANAGEMENT SYSTEM (DMS).First; we studied the capabilities, functions and interest groups of DMS. Then, we described the generation, growth and development of a DMS in Tirol area of Austria as a successful case. Afterwards, we examined the possible useful role of DMS in TOURISM development and find out the obstacles of its application. Finally, we proposed some options to develop a similar system in THE PERSIAN GULF region.The findings of this research show that on one hand, the organizations who manage THE PERSIAN GULF destinations and handle their MARKETING are not active enough. On the other hand, there are many obstacles to implement a DMS in the region since the Comprehensive TOURISM Development Plan of Iran has not been implemented completely.

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