Prioritizing Integrated Marketing Communication Tools in Sport Tourism in Iran Based on ACCA Model

Narges Esmaeili, Farideh Ashraf Ganjuei, Farshad Tojari

Year: 2016 Volume: 26 Issue: d

Pages: 54-66

Abstract: Tourism industry is considered as one of the largest and the most diverse industries in the world. In order Prioritizing Integrated Marketing Communication tools in sport tourism in Iran, the opinions of 44 sports marketing experts were collected through researcher-made questionnaires. Experts confirmed the validity (formal, content) of the questionnaire and its reliability was confirmed due to the inconsistency ratio of questionnaires that was less than (0.1). AHP method and Expert Choic11 software were used for data analysis. According to the findings, to pay Awareness based on the ACCA model, advertising and public relations were the first priority. To create a comprehension, sales promotion and to create Conviction, sales promotion, personal selling and direct marketing and create action, personal selling and direct marketing gained the most importance.