Tourism marketing mix model designed with an emphasis on loyalty stakeholders

This research was conducted to design a tourism marketing mix model with emphasis on stakeholder loyalty in Tehran metropolis.The research method is a combination of confirmatory exploratory type. The statistical population in the qualitative and quantitative section includes all the active people in the field of tourism and a qualitative stratified sampling method The sample size was 384 with Krejci and Morgan tables and random cluster sampling.The data collection method in the quantitative section is two researcher-made questionnaires.To analyze the data, Smart-PLS and 22 SPSS software were used and the three criteria of R2, Q2 and GOF were used to check the adequacy of the model. The results of the study confirmed the final model in the eight dimensions of the tourism marketing mix (product, price, promotion, Place, physical evidence, Productivity and Quality, people, and process).The results of the research show that there is a positive and meaningful relationship between dimensions of tourism marketing mix and attitudinal loyalty.There is a positive and significant relationship between the dimensions of the mix of tourism marketing and self-confidence. There is a positive and meaningful relationship between the supporter of the attitude of the stakeholders and the supporter of respecting personality.