A B S T R A C T
Many tourist destinations, in current competitive world, strive to enhance their competitive position in the global market by utilizing innovative marketing strategies, thereby increasing tourist satisfaction. In this regard, this study conducted with the aim of designing a model for marketing strategies based on tourist satisfaction in the tourism industry. In terms of objective, the research classified as a developmental research, conducted using a qualitative method. The statistical population consists of experts and knowledgables in the realm of tourism industry. Accordingly, Twenty figures were purposefully selected non-randomly as the sample. The data collection tool is semi-structured in-depth interviews. The reliability and validity of the interviews were confirmed through two methods: re-testing and intra-topic agreement between two coders. The qualitative data analysis was accomplished using the Grounded Theory method and MAXQDA software. The findings indicate that based on the obtained paradigmatic model in this research, the components related to satisfaction-based marketing strategies for tourists were identified in six categories as follow: Causal Factors (such as tourist experience and value creation, local connections, tourist perception and expectations.Core Phenomenon (satisfaction-based marketing strategies). Contextual Conditions (service quality, infrastructure, destination attractiveness, safety, and welfare). Intervening Conditions (technological advancements, managerial roles). Strategies (advertising, planning, and Segmentation, Targeting, Positioning model). Outcomes (multidimensional satisfaction, destination brand enhancement, behavioral loyalty, tourism sustainability). According to the results, the level of tourist satisfaction can be improved by utilizing satisfaction-based marketing strategies.
Extended Abstract
Introduction
The tourism industry, as one of the most important service sectors globally, plays a substantial role in the economic and social development of various countries. With considerable growth in the past decade, it has gained increasing importance in the global economy. It is predicted that the number of international tourists will reach over 1.8 billion by 2030, signifying the need for new and effective tourism marketing strategies. Technological transformations and evolving consumer behaviors, particularly the trend towards personalized and interactive experiences, have substituted traditional marketing approaches. This has driven tourism businesses to adopt new technologies such as artificial intelligence, virtual reality, and data mining to create more optimized services and deeper customer engagement. With the changing preferences of modern consumers, specifically Generations Y and Z, marketing focus has shifted to authentic and memorable experiences. Tourism marketing nowadays, in addition to leisure management, provides opportunities for creating unique experiences and effective interaction with the local community, playing a significant role in enhancing the resilience and sustainability of the destination. The active participation of local communities not only increases tourists’ sense of belonging but also promotes sustainable development and enhances the destination’s competitive advantage. Digital technologies, including social networks, mobile applications, and CRM systems, have enabled the creation of multifaceted marketing channels and the personalization of messages. These tools augment tourist interaction with service providers and improve the quality of the experience. Simultaneously, coordination among relevant institutions and effective policymaking are recognized as key factors in the accomplishment of marketing strategies based on tourist satisfaction.
In Iran, despite the potential for cultural, historical, and natural tourism, its contribution to GDP has been low. deficiency in policymaking, infrastructure, and marketing have restricted the full exploitation of these capacities. Therefore, the chief goal of this research is to develop a marketing strategy model based on tourist satisfaction for Tehran’s tourism attractions. It aims to provide a scientific and operational framework for enhancing tourist satisfaction and promoting the sustainable development of the tourism industry. Several factors, including Iranophobia, lower competitive costs in neighboring countries, lack of transparent government planning, lack of appropriate infrastructure, a negative attitude towards tourists from some segment of society, and political instabilities, have been identified as major obstacles to tourism development in Iran. Furthermore, weak management, the absence of effective marketing strategies, and a lack of services tailored to tourist needs are significant challenges that prevent the full utilization of existing capacities. To overcome these obstacles, it is necessary to develop a comprehensive, sustainable, and scientific program that can advance tourism development in a targeted manner based on marketing principles. Enhancing infrastructure, improving service quality, institutionalizing a culture of hospitality, and creating incentives for investors and key players are among the main requirements. Accordingly, the research primarily seeks to answer: What is the appropriate model for tourism marketing strategies that are based on tourist satisfaction in the tourism industry?

Methodolgy
The chief objective of study is to design a model for marketing strategies based on tourists’ satisfaction in the tourism industry. Accordingly, the research type, in terms of its objective, falls under developmental studies, as its focus is on generating applicable knowledge and providing effective frameworks for enhancing marketing performance conducting through qualatitive method. Given that the final model is extracted through the analysis of data collected from interviews and questionnaires, the research approach is inductive. In the qualitative section, data will be analyzed using the Grounded Theory method through exploratory interviews to identify key components and indicators related to tourist satisfaction and marketing strategies. The statistical population includes tourism experts, university professors specializing in service marketing, and managers and knowledgable avtivists in Tehran’s tourism industry who have a deep understanding of tourist satisfaction and marketing strategies. Twenty of them were selected as the sample. Participants were chosen using a purposive snowball sampling method. Semi-structured and in-depth interviews sustained until theoretical saturation and data sufficiency were achieved. Sampling was conducted non-probabilistically and purposefully. Among these, three participents were university faculty members, and the rest held executive positions. The obtained data are coded based on Grounded Theory in three stages: open coding, axial coding, and selective coding. In this research, MAXQDA software was used for qualitative analysis.

Results and Discussions
Based on the results of the secondary coding, three main categories, including tourist experience and value creation, local connections, and tourist perception and expectations, were identified as the causal conditions influencing the formation of satisfaction-oriented marketing strategies. These categories indicate that personalizing the travel experience and paying attention to individual tourist preferences play a significant role in creating a sense of satisfaction and value. Service innovation, using new methods to create memorable experiences, as well as effective tourist interaction with the local community, are among the factors that enhance the sense of belonging and cultural understanding.
Furthermore, institutional synergy between tourism agencies and organizations can play a pivotal role in the development of an integrated marketing system. Analyzing the expectations and requirements of tourists constitutes a fundamental prerequisite for formulating strategies that enhance stakeholder satisfaction and brand loyalty. These findings align with extant literature in the field of tourism marketing, reinforcing the critical importance of a profound understanding of the factors influencing tourist satisfaction. Specifically, the studies conducted by Zhou et al. (2025), Martinez and Sanchez (2025), Nouri et al. (2025), and Garcia and Rojas (2025) collectively demonstrate that the formulation of effective marketing strategies necessitates a precise comprehension of tourists' experiences, perceptions, and their interactions with the destination. Furthermore, based on the results of the secondary coding, three primary categories—namely, 'Tourist Experience and Value Co-creation,' 'Local connections,' and 'Tourist Perception and Expectations'—were identified as the contextual conditions of the research model. Through sub-categories such as experience personalization, service innovation, engagement with the local community, institutional coordination, and needs assessment, these factors establish a comprehensive framework for understanding the formulation of effective marketing strategies in the tourism sector. The findings indicate that tourists’ satisfaction is achieved only when the travel experience transcends standardized services and is designed based on active engagement, novel value creation, and responsiveness to the specific needs of individual tourists.
Furthermore, engagement with the local community, as a key pillar of local connections, plays a vital role in reinforcing the sense of belonging, authenticity of experience, and destination loyalty. Conversely, continuous attention to tourist perceptions and needs provides a suitable platform for formulating efficient marketing strategies. These results align with previous studies - specifically the research of Yang and Zhao (2024), Alfonso et al. (2024), Costa and Diaz (2024), Lima and Moreira (2024), and Anderson and Norberg (2023) - which emphasize the importance of personalizing the tourism experience, the role of innovation in value creation, and the necessity of local and institutional interaction in tourism marketing. Based on the secondary coding results, two primary categories—Technological Advancements and Managerial Role-playing—were identified as intervening factors within the research model. Technological advancements encompass the integration of emerging technologies into tourism marketing and management. Through tools such as digital platforms, Artificial Intelligence (AI), Virtual Reality (VR), and interactive systems, these advancements facilitate message personalization, enhance the tourist experience, and increase marketing efficiency.
Furthermore, these technologies streamline destination selection and augment overall tourist satisfaction. Concurrently, managerial role-playing underscores the significance of strategic policymaking, coordinated planning, and integrated management among various stakeholders - including the government, municipalities, the private sector, and the local community - in the success of marketing strategies. A lack of institutional coordination may lead to inconsistent messaging and diminished marketing effectiveness; conversely, effective leadership and management facilitate enhanced tourist satisfaction through the design of comprehensive policies and continuous oversight. These findings align with prior research, such as Gonzalez and Arroyo (2023), Tanaka et al. (2023), Ahmed and Sheikh (2023), and Garcia-Santos et al. (2023), which emphasize the role of emerging technologies and organizational leadership in optimizing tourism marketing performance and elevating visitor satisfaction. Furthermore, based on the results of axial and selective coding, 'Satisfaction-Oriented Marketing Strategies' was identified as the core phenomenon of the research model. This phenomenon encompasses three sub-categories: digital marketing, the utilization of modern marketing media, and strategic marketing management. In interaction with other components, this core phenomenon plays a central role in enhancing the performance of tourism marketing. The findings demonstrate that prioritizing tourist satisfaction - achieved through the precise identification of their needs and expectations - lays the groundwork for designing strategies tailored to target audiences. The utilization of digital tools, including social media, interactive websites, travel applications, and User-Generated Content (UGC), serves as a cornerstone of modern marketing, enhancing engagement and the efficacy of marketing campaigns. Furthermore, market analysis, destination brand management, the formulation of targeted messaging, and the creation of competitive differentiation constitute effective managerial actions that directly bolster tourist satisfaction and long-term loyalty. Satisfaction-oriented marketing strategies, serving as the link between causal conditions, intervening factors, and marketing consequences, emphasize the principle of customer-centricity and pave the way for value creation and sustainable competitive advantage in tourism destinations. These findings align with the results of studies by Garcia and Rojas (2025), Su and Chen (2025), Yang and Zhao (2024), and Alfonso et al. (2024), which highlight the role of digital marketing and the significance of the tourist experience in fostering satisfaction and loyalty.


Conclusion
The present study was conducted with the objective of designing a model for satisfaction-based marketing strategies within the tourism industry, focusing on the tourist attractions of Tehran as the case study. Utilizing a Grounded Theory approach, this research facilitates the identification and organization of key tourism marketing components and provides an operational framework for enhancing tourist satisfaction. The findings of this study demonstrate a complex interplay between causal conditions (tourist experience and value creation, local connections, and tourist perception and expectations), intervening factors (technological advancements and managerial role-playing), and contextual conditions (service quality, infrastructure, destination attractiveness, and safety) in shaping satisfaction-oriented marketing strategies.
The central element of this research is satisfaction-based tourism marketing. Within the tourism industry, tourist satisfaction transcends mere contentment with provided services; it signifies the alignment between prior expectations and the perceived travel experience. Consequently, any marketing strategy aiming to exert a meaningful influence on tourist behavior and loyalty necessitates a profound understanding of the multidimensional structure of satisfaction and its integration into the formulation of policies, advertisements, and interactions. Studies based on the Grounded Theory approach revealed that tourist satisfaction emerges from a complex interplay between contextual conditions (service quality and hospitality, infrastructure and accessibility, destination attractiveness and capabilities, and tourist safety and well-being), intervening factors (technological advancements and managerial role-playing), and causal conditions (tourist experience and value creation, local connections, and tourist perception and expectations). Within this framework, satisfaction-oriented marketing strategies - such as digital marketing, the utilization of modern media, and strategic marketing management - act as catalysts that influence tourists' cognitions and emotions, ultimately leading to positive behavioral responses, namely satisfaction and loyalty. This process can be explained by the “Stimulus-Organism-Response (SOR)” model, in which stimuli (marketing strategies) influence the cognitions and emotions of tourists (the organism) and shape their behavioral response. To create a satisfactory response, stimuli must be strong and tangible enough to affect the minds of tourists and create a positive and lasting experience.

Funding
There is no funding support.

Authors’ Contribution
Authors contributed equally to the conceptualization and writing of the article. All of the authors approved thecontent of the manuscript and agreed on all aspects of the work declaration of competing interest none.

Conflict of Interest
Authors declared no conflict of interest.
Acknowledgments
We are grateful to all the scientific consultants of this paper.