A Marketing Strategies Model Based on Tourist Satisfaction Using a Grounded Theory Approach in the Tourism Industry: A Case Study of Tehran’s Tourist Attractions

Introduction

The tourism industry, as one of the most significant service sectors globally, plays a crucial role in the economic and social development of countries and has experienced substantial growth over the past decade, thereby gaining increasing importance in the global economy. It is projected that the number of international tourists will exceed 1.8 billion by 2030, highlighting the urgent need for innovative and effective tourism marketing strategies. Technological advancements and shifts in consumer behavior, particularly the trend toward personalized and interactive experiences, have replaced traditional marketing approaches, prompting

With evolving preferences of modern consumers, especially Generation Y and Z, marketing emphasis has shifted toward authentic and memorable experiences. Tourism marketing now not only manages leisure activities but also provides opportunities for creating unique experiences and meaningful interactions with local communities, playing a vital role in enhancing destination resilience and sustainability. Active participation of local communities not only strengthens tourists’ sense of belonging but also contributes to sustainable development and increases the destination’s competitive advantage.

Digital technologies, including social media platforms, mobile applications, and customer relationship .

In Iran, despite the high potential of cultural, historical, and natural tourism attractions, the tourism sector’s contribution to the gross domestic product remains low. Weaknesses in policymaking, infrastructure, and marketing have limited the full utilization of these potentials. Therefore, the primary aim of the present study is to develop a model of tourism marketing strategies based on tourist satisfaction for the attractions of Tehran, providing a scientific and practical framework to enhance tourist satisfaction and promote sustainable development in the tourism industry.

Research Methodology

The primary objective of the present study is to design a model of tourism marketing strategies based on tourist satisfaction. Accordingly, the research is classified as a developmental study, focusing on generating practical knowledge and providing effective frameworks to enhance marketing performance in the tourism industry. The study adopts a qualitative and inductive approach, with the final model derived from the analysis of data collected through semi-structured interviews and questionnaires.

The study population consists of tourism experts, university faculty members specializing in service marketing, and managers and practitioners in the tourism industry, all possessing extensive experience and in-depth knowledge of tourist satisfaction and marketing strategies. Among them, 20 participants were purposively selected using the snowball sampling method, and interviews continued until theoretical saturation and data sufficiency were achieved. Prior to each interview, the researcher provided a detailed explanation of the study objectives, and all interviews were conducted following scientific and ethical standards.

To ensure data reliability and validity, two methods were employed: test-retest and inter-coder agreement. The results of the test-retest procedure confirmed acceptable reliability, while the inter-coder agreement rate was 83%, exceeding the minimum standard of 60%.

Data analysis was conducted based on the grounded theory approach using MAXQDA software. The coding process consisted of three stages: open coding, axial coding, and selective coding. This method enabled the precise identification of key components and indicators related to tourist satisfaction and marketing strategies. Ultimately, 17 main categories and 39 subcategories were identified as effective marketing strategies for enhancing tourist satisfaction in the tourism industry, forming the basis for the proposed model presented in this study.

Findings and Discussion

Based on the analysis of secondary coding data, three main categories were identified as causal conditions influencing the development of satisfaction-oriented marketing strategies: tourist experience and value creation, local engagement, and tourist perceptions and expectations. The findings indicate that personalizing travel experiences, service innovation, creating memorable experiences, and active interaction with local communities play a fundamental role in generating satisfaction and added value for tourists. Additionally, institutional coordination among tourism organizations and agencies facilitates the design of integrated and effective marketing strategies. These results align with previous studies, including Zhou et al. (2025), Martínez and Sánchez (2025), Nouri et al. (2025), and García and Rojas (2025), which emphasize the importance of deeply understanding tourist experience, perception, and interaction with the destination.

Furthermore, two categories—technological advancements and managerial engagement—were identified as intervening factors. The use of modern technologies such as artificial intelligence, virtual reality, and digital platforms supports message personalization, enhances interaction, and improves the overall tourist experience, while effective leadership and management, institutional coordination, and comprehensive policy design contribute to increased tourist satisfaction and loyalty.

Satisfaction-oriented marketing strategies, including digital marketing, new media, and marketing management, were recognized as the core phenomenon of the research model, playing a pivotal role in strengthening marketing performance, creating competitive differentiation, and generating sustainable advantages for tourism destinations. Three primary strategic approaches—advertising and information dissemination, planning, and the STP model (segmentation, targeting, positioning)—enhance the destination’s brand image and improve tourist experience, resulting in multidimensional satisfaction, brand reinforcement, behavioral loyalty, and destination sustainability.



Conclusion

The present study aimed to design a model of marketing strategies based on tourist satisfaction in the tourism industry, focusing on the attractions of Tehran. By employing the grounded theory approach, the research was able to identify and organize the key components of tourism marketing, providing an operational framework to enhance tourist satisfaction. The findings demonstrated that a complex interaction exists among causal factors—including tourist experience and value creation, local engagement, and tourist perceptions and expectations—intervening factors such as technological advancements and managerial engagement, and contextual conditions such as service quality, infrastructure, destination attractiveness, and safety, all of which significantly influence the formation of satisfaction-oriented marketing strategies.

The central element of the study is satisfaction-based marketing, as tourist satisfaction encompasses not only the enjoyment of services received but also the alignment between prior expectations and perceived travel experiences. Effective marketing strategies require a deep understanding of the multidimensional structure of satisfaction and its integration into policy design, advertising, and interactions. The research showed that tourist satisfaction emerges from the interplay of contextual factors, intervening factors, and causal conditions, while marketing strategies—such as digital marketing, new media, and marketing management—act as drivers that influence tourists’ perceptions and emotions, ultimately generating positive behavioral responses, including satisfaction and loyalty.

Keywords: Marketing, Destination Brand, Strategies, Tourism Industry, Tourist Satisfaction