Codification of Effective Tourism Destination Advertising Strategies by an Emphasis on Domestic Target Market and It's Effect on The Number of Tourists (Case Study: Shiraz) Nikseresht Faramarza, Aminbeidokhti Aliakbarb, Alizadeh Parvinc aAssistant Professor, Business Management, Semnan University, Iran bAssistant Professor, Teaching Management, Semnan University, Iran cMaster, Tourism Marketing Management, Semnan University, Iran Online published on 16 February, 2015. Abstract In the recent decades, tourism has been considered as the largest service industries and all of the destinations of tourism have been in a fierce competition to enjoy the benefits of this industry. Among these, advertisement is one of the most important elements of the success of each destination in the field of this competition and this is required for the tourism destinations not to neglect its implication and in order to attract more tourists and development and upswing, they should use the advertisement tools professionally. The current study investigates on the effective approaches of the advertisement of the tourism destinations in the domestic target markets and its implication on the number of the tourists. The main purpose of this study is to identify the effective tools of advertisement for the tourism destinations and examining their implication on attraction of the domestic tourists. The sample volume has been considered 384 persons of the domestic tourists. The research method is descriptive-measurement and the data required have been collected through the investigated questionnaire. In order to examine the reliability of the questionnaire, the Cronbach's alpha has been used and in order to test the validity of the questionnaire the method of confirmatory factor analysis has been used. The linear regression test was used to examine the research's theories and the Friedman test was used to rank the indicators and aspects. The results indicate that internet, television and specialized magazines have the most implication on the attraction of the tourists compared to the other advertisement tools in this research. Top Keywords Tourism, Strategy, Destination advertisement, Target market. Top |