Effect of Guerilla Marketing Using DEMATEL Method on Tourist Attraction with Economic Benefits Attitude

New marketing methods are usually presented to tackle the problems of the traditional means of marketing or to increase their efficacy. Therefore, the purpose of this research is to evaluate the causality of the indicators affecting guerilla marketing to facilitate the attraction of tourists with an attitude toward economic benefits.

This is a cross-sectional study carried out in Kermanshah, 2021, using a mixed method of quantitative-qualitative. 85 primary codes were extracted from the desk studies and the analysis of 26 articles. The codes were classified into 7 groups according to their alternative themes. The given questionnaire was delivered to the experts and the results were modeled using the DEMATEL method.

Eventually, 63 extracted primary codes were classified into 9 content groups, 7 alternative themes and 3 basic themes. Human tools, cultural tools, causal relationships and technology were the most impressive variables. While, economic benefits, customer attraction, advertisement and causal relationships were the most impressible ones.

In guerilla marketing, Human tools, cultural tools, technology and causal relationships had an influential impact on the economic benefits, tourist attraction and advertisement.