علیرضا فیاضی

The purpose of this study is to design and develop a marketing planning model for the development of tourism industry in start-ups and innovative Iranian companies. This industry, which is one of the most dynamic economic activities of the present era, plays an important role in sustainable local development. The research method in this research is applied. It is also a type of field analysis because the data collection tool is a questionnaire and the researcher has collected information through the respondents. The statistical population of this study is all the officials of the executive bodies in relation to the tourism industry and employees and private companies in this regard. Due to the infinity of the statistical population and its large size, cluster sampling is available and the sample size is 14 people. The results of the study were analyzed through version 10 of Maxqda software. In the results, causal variables include environmental attitude, economic and environmental conditions, competition, tourism planning and social capital

Background: One of the important aspects of ethical marketing is avoiding making or reinforcing pseudo need in customers. Therefore, marketing studies may use methods which identify customers’ fundamental mind values in consuming commodity and services to provide products without stimulating, harmful and extra effects which satisfy customers. Therefore, the current study aims at investigating and drawing the mind value map of Iran Airlines customers in relation to consuming drinks during flight to achieve a basis to conceptually design a product without alcohol but fulfilling the maximum satisfaction of customers. Method: The present study is qualitative which uses Zaltman Metaphor Elicitation Technique (ZMET) projection method. The statistical population includes customers with 20 year old and higher age range of Iran Airlines that 15 participants involved in this matter selected based on saturation point logic through judgmental sampling. Then, data collected from questionnaires and interviews with semi-structured approach which was done on each sample and the content of data analyzed based on one of the customized models of means-end chain. Thus, key elements and the structures with the most repetition were extracted. Using Atlas T software, a consensus map of customerschr(chr('39')39chr('39')) minds was drawn. Results: 4 elements at characteristics level, 13 elements at criteria level, and 14 elements at advantages and finally 3 elements at values level have been identified and they were prioritized for the target population. Conclusion: This map helps achieving major variables in consuming target commodity in customers to clarify their consideration and decision making mental process. The results of this study are able to improve the expansion of products according to cultural ethical norms which satisfy customers and also future plans in serving air transportation market.