عنوان مقاله [English]
Objective: The aim of this study is to present a mixed marketing model for development of the tourism industry in Iran
Methodology: with using the qualitative method of grounded theory and the tools of interviewing and collecting documents. The research population is experts in the field of tourism marketing. Theoretical sampling method was chosen and 14 people were interviewed. However, from 11th person on, theoretical saturation was obtained, but the interview continued for more assurance. Researcher using Nvivo software, in three stages of open, axial and selective coding, coded the data from the interview.
Finding: The development of the tourism industry in Iran was chosen as a core category, and finally the model 12P+4S was presented for marketing mix of the tourism industry in Iran. The development of tourism industry can be accomplished due to the proper management of these 16 elements of marketing mix.
Conclution: The results showed that the causal conditions of the model included the product, price, place and promotion the context conditions included specification and perception, intervening conditions included policy, security, physical evidence, and people. Furthermore, strategies included elements of planning, Sustainability, processes and. purse string.