Investigating the Effect of Marketing Performance on Attracting Customers of Tourism Agencies with the Mediating Role of Professional Ethics of Employees (Travel Agencies in Rasht)

Awareness that customers are an organization's key assets has made it essential for organizations to maintain and make customers loyal as a competitive advantage. On the other hand, the performance of organizations directly affects the sense of loyalty and customer attraction. Ignoring ethical issues and escaping from social responsibilities and obligations leads to the destruction of the organization. Professional ethics in marketing requires that organizations take adequate steps in all stages of the customer life cycle, including acquiring, attracting, retaining, and maintaining by behaving based on the organization's professional ethical principles to gain Customers’ trust, satisfaction, and loyalty. This study has identified the effect of marketing performance on the attraction of customers of tourism agencies with the mediating role of professional ethics of employees (travel agencies in Rasht). The data collection tool in this study is a questionnaire that was scored through the Likert scale, and Cronbach's alpha measured its reliability. The method of the present study is a descriptive analysis of research data, and inferential analysis was measured using parametric and non-parametric tests by SPSS25 and PLS3 software. The results showed that marketing performance impacts professional ethics, and marketing training can positively affect employees’ attitudes. Also, professional ethics plays a vital role in attracting customers to travel agencies.