African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4138


Designing the strategic marketing mixture model for tourism industry

Seyedahmad Beheshti*
  • Seyedahmad Beheshti*
  • Khomein Branch, Islamic Azad University, khomein, Iran.
  • Google Scholar
Iman Zare
  • Iman Zare
  • Department of Accounting, payame Noor University, I.R. of Iran.
  • Google Scholar

  •  Received: 10 September 2012
  •  Accepted: 05 May 2015
  •  Published: 14 June 2015


Tourism plays an important role in world economy and it is expected that it gets more importance in the next years. Tourism affects occupation rate, payment balance, and economical stability of many countries. This industry is an application one, so that it is a potential to improve occupation situation, especially for low-skilled jobs. In Tajikistan, unemployment rate is focused on in this area. In addition, tourism jobs are more dispersed than the other economical divisions, so they are parallel to decentralization policy of Tajikistan. Tourism marketing mixture elements (services, goods, price, pricing, promotional activities, and distribution channels) are variables that their planning regarding needs of tourists and considering environmental factors, may conclude more success. A sample of 80 active persons in tourism industry in Tajikistan for four years (2008-2010) was selected. Binomial test, Freedman variance analysis test, and correlation test were used to test assumptions. The results show that promotional activities and distribution channels of services and goods of Tajikistan obtained first and second ranks, and tourism services and goods obtained third rank. Regarding ranking of four elements of marketing mixture, the main assumption of this research is confirmed.

Key words: Marketing mixture, tourism industry, strategic.