A Future-researched Reflection on the Tourism Marketing Professional Competence System with a View to Sustainable Development

Document Type : Research Paper

Authors

1 Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.

2 Department of Business Management, Yazd University, Yazd, Iran.

10.22080/jtpd.2023.24728.3765

Abstract

Context and Purpose: Considering the lack of theoretical studies in the field of tourism marketing professional competence, the present study has discussed a future-oriented reflection on tourism marketing professional competence with a view to sustainable development.
Design/methodology/approach: The required data were collected from two parts of the research literature to identify the indicators of professional qualification (marketing) of tourism, as well as the opinions of nine senior managers of government organizations and reputable tourism companies to identify the local structure of the indicators. In order to identify the indicators, the inductive content analysis tool was used, and to present the native model, the theme analysis tool was used in the Max QDA software.
Findings: The findings of the study showed that the professional competence of tourism industry activists can be evaluated based on 88 skills, knowledge, personality, attitudinal, motivational, and general indicators. Moreover, the results showed that the country's tourism marketing professional qualification system included six dimensions of skills, knowledge and information, behavioral indicators, general competencies, management capabilities, and auxiliary enhancing factors.
Conclusions: The tourism industry and tourism marketing will not be able to influence the behavior and decisions of customers without the presence of people who can show behavioral flexibility and have a high level of self-confidence and creativity. In addition, the ability of leadership refers to the existence of charismatic abilities in a person, and the existence of such abilities and characteristics means the ability to deeply influence others.
Originality/value: The issue of professional competence in the tourism industry is considered extremely vital. Despite this importance, the studies show that there is not much theoretical attention to the issue of tourism marketing professional competence and the effective indicators of measuring such competence in the country, and the present study seeks to solve this gap among domestic studies.

Keywords

Main Subjects

References

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Journal of Tourism Planning and Development
Volume 12, Issue 45
August 2023
Pages 51-85

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