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:: Volume 38, Issue 2 (2023) ::
GeoRes 2023, 38(2): 151-160 Back to browse issues page
Effect of Guerilla Marketing Using DEMATEL Method on Tourist Attraction with Economic Benefits Attitude
A. Arafei * 1, S.R. Hassani1, F. Namamiyan1, F. Ghanizade2
1- Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2- Department of Statistics, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
Abstract:   (579 Views)
Aims: New marketing methods are usually presented to tackle the problems of the traditional means of marketing or to increase their efficacy. Therefore, the purpose of this research is to evaluate the causality of the indicators affecting guerilla marketing to facilitate the attraction of tourists with an attitude toward economic benefits.
Methodology: This is a cross-sectional study carried out in Kermanshah, 2021, using a mixed method of quantitative-qualitative. 85 primary codes were extracted from the desk studies and the analysis of 26 articles. The codes were classified into 7 groups according to their alternative themes. The given questionnaire was delivered to the experts and the results were modeled using the DEMATEL method.
Findings: Eventually, 63 extracted primary codes were classified into 9 content groups, 7 alternative themes and 3 basic themes. Human tools, cultural tools, causal relationships and technology were the most impressive variables. While, economic benefits, customer attraction, advertisement and causal relationships were the most impressible ones.
Conclusion: In guerilla marketing, Human tools, cultural tools, technology and causal relationships had an influential impact on the economic benefits, tourist attraction and advertisement.
Keywords: Guerilla Marketing, Tourist Attraction, Economic Benefits, DEMATEL Method
Full-Text [PDF 4162 kb]   (242 Downloads)    
Article Type: Original Research | Subject: Tourism
Received: 2023/02/13 | Accepted: 2023/04/5 | Published: 2023/05/10
* Corresponding Author Address: Department of Business Management, Kermanshah Branch, Islamic Azad University, Shahrak Street, Kermanshah, Iran. Postal Code: 6714855654 (aziz1arfai@gmail.com)
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Arafei A, Hassani S, Namamiyan F, Ghanizade F. Effect of Guerilla Marketing Using DEMATEL Method on Tourist Attraction with Economic Benefits Attitude. GeoRes 2023; 38 (2) :151-160
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